Exploring a Deep Analysis Method for “Click-Stream” Information from the Perspective of the Flow of Bidirectional Value of Customer Relations Based on Ricoeur's Hermeneutic Theory

Click-streams of online shopping are the tracks/trails of interactions between a customer and a vendor.We observe that it is of great importance both in theory and practice to explore a deep analysis method for analyzing click-stream information of an individual customer in a specific transaction for understanding the bidirectional value transfer within the machine-human interaction of an online store and for its personalization.We analyze the significance,the hierarchical structure and the characteristics of click-stream information and propose that Ricoeur's hermeneutic theory be the foundation of forming such a deep analysis method.Then we use the empirical context information of the click-stream to improve the naive interpretation put forward by Ricoeur.Moreover,we apply the Grounded Theory to extend the deep analysis of Ricoeur's theory of textual interpretation.The improved theory fits well with the needs of interpretation and the analysis of click-stream information.We exemplify and show the feasibility of this analysis method by using data collected(a single case)from a large study of human-computer interaction.

The effect of experiential value, perceived quality and customer satisfaction on customer lifetime value： An example using Star Cruises

The current study represents an attempt at experiential value, perceived quality and customer satisfaction influence on customer lifetime value. The sampling frame consisted of Star Cruises purchases in Taiwan. The authors have collected yield 268 questionnaires, by screening out 13 questionnaires, including those missing value or incomplete answer, and finally a usable sample of 255 questionnaires were utilized in this study. The results show that experiential value, perceived quality and customer satisfaction have positive effects to customer lifetime value. Especially, experiential value has the strongest direct effect. Therefore, if resources are limited, the manager should focus on shaping the experiential value to increase customer lifetime value. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.

The Role of Service Quality,Perceived Value and Trust on Calculative Commitment and Loyalty Intention

Global mobile communication is one of the most dynamic and important service markets.Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs,such as service quality,customer perceived value,customer satisfaction,perceived switching costs,corporate image,and customer loyalty,is vital to the mobile communications market.This paper aims to investigate the role of service quality,trust,and perceived value on calculative commitment and loyalty intention in the customers of mobile telephone network service providers(MTNSPs).To notify the meaningful factors for the calculative commitment and loyalty intention of the users in using mobile phones,this study focuses on the effect of service quality and perceived value in the trust and identifying the role of trust in forming customer loyalty.As many as 125 users of mobile phone users—house wife were surveyed in Coimbatore,Tamil Nadu,India.The data are analyzed by path analysis.This study shows that service quality has a direct and positive effect on trust,trust has a direct and positive effect on calculative commitment,calculative commitment has a direct and positive effect on loyalty,and direct and positive relationship between perceived value and calculative commitment,perceived value,and loyalty are also confirmed.In terms of mobile telecommunication systems,it is found that the users may exhibit noticeable differences in using this service.This study provides important hints to strengthen the relationship between the network service providers and their customers.

Influence of Traditional Chinese Values on Consumer Behavior:the Case of Mobile in Shanghai

This study investigates how traditional Chinese values influence Chinese consumer behavior directly and indirectly through the impact on people's lifestyles and perceived values.The empirical research is conducted in the context of the mobile phone market in Shanghai.The study establishes measurement scales of Confucian value,lifestyle,and customer perceived value for Chinese market.Relationships of multiple factors are tested in the structural equation model and their impacts on consumer behavior are elaborated.Findings indicate that Confucian values not only have a direct impact on Chinese consumer behavior but also indirectly influence this behavior through impacting people's lifestyles and perceived values.

Research on Community Fresh O2O Purchase Intention Based on Customer Perceived Value

Based on the theory of customer perceived value,this paper makes an empirical analysis on the purchase intention of community fresh O2O,and proposes the customer perceived value concept including result,program,service,social and emotional value.At the same time,the intermediary variable of consumption attitude is put forward and the theoretical model constructed.It is verified that perceived value significantly influences purchase intention and consumption attitude,and plays an intermediary role between them by regression analysis method.This detailed study on the mechanism of perceived value influencing purchase intention through consumption attitude is of great guidance value.

Study on the Factors Driving the Loyalty of the Customers of a Third Party Mobile Payment Platform

. In this paper, the main driving factors affecting the customer loyalty of a third party mobile payment service were chosen by combining with the actual situation of the third party mobile payment service and customer spending habits in China. The assumed relations between all affecting factors and the customer loyalty of a third party mobile payment platform were proposed, and a model for studying customer loyalty was established and also a conclusion was made through the questionnaire survey analysis data. Finally, suggestions on improving the loyalty of the customers of a third party mobile payment platform are presented.

Empirical Study of Brand-Customer Relationship Based on Customer Lock-In in Chinese Banking

The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value （PV） and brand relationship quality （BRQ） , as well as that between BRQ and brand loyalty （BL） based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers＇ learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers＇ behavioral brand loyalty but not their attitudinal loyalty.

基于TAM-CPV模型的共享电单车持续使用意愿分析

深入剖析共享电单车的使用因素,增强共享电单车用户持续使用意愿对促进共享电单车健康有序发展、提升投放管理精细化水平至关重要。以技术接受模型(technology acceptance model,TAM)为基础,引入感知价值理论(customer perceived value,CPV)中的感知愉悦性、感知风险,并引入感知成本因素;构建基于TAM-CPV模型的共享电单车持续使用意愿模型;以重庆市共享电单车运营的监管数据、现场调查数据和网络调查数据为基础,综合运用SPSS、AMOS软件对结构方程模型开展检验及分析。研究结果表明:感知易用性是影响持续使用意愿的最显著正向因素,感知愉悦性次之,感知成本是唯一负向影响因素;这预示着政府管理部门应当注重共享电单车投放点的合理性,企业应当注重共享电单车APP的使用体验、计费规则。

如何预测她会拥有“花心”男友?女性童年环境对其伴侣短期择偶策略的预测机制

本研究基于生命史理论和父亲投资理论,探讨从童年环境到女性拥有“花心”伴侣的预测机制。研究1采用问卷法,以250名有恋爱经历的未婚女性为研究对象,结果显示:童年环境不可预测性调节童年父女关系和女性自感配偶价值间的关系;当童年环境的不可预测性较低时,童年父爱缺乏将通过女性自感配偶价值的中介作用进而预测其男友的短期择偶策略偏好。研究2采用实验启动童年父女关系的途径,以169名未婚女性为被试,因变量改为女性对伴侣短期择偶策略的容忍度,再次支持了研究1的模型。基于上述结果,本研究提出“父亲投资敏感度限制假说”和“童年环境社会化假说”,以期揭示童年环境对个体生命史策略的塑造机制。

企业形象对住宅购买意愿的影响机制研究

为探究企业形象对住宅购买意愿的影响机制,构建了以企业形象为自变量,顾客参与、购买决策涉入、感知价值为中介变量,购买意愿为因变量的结构方程模型。对沈阳市部分居民进行了问卷调查,运用SPSS 22.0软件和AMOS 24.0软件对366个有效样本进行了数据分析。实证结果表明:企业形象、购买决策涉入和感知价值均与住宅购买意愿存在正向相关关系;顾客参与对住宅购买意愿的直接影响不显著;顾客参与、购买决策涉入和感知价值在此影响机制中能产生中介作用。

基于客户感知价值的润滑油广告促销作用分析

润滑油广告的促销作用机理,对广告的设计、投放媒体、投放时机选择有着重要的现实指导意义。润滑油广告是基于润滑油产品与服务市场营销的需要,通过一定形式的媒体,公开而广泛地向消费者传递信息的宣传手段。润滑油顾客感知价值的测量维度包括品牌价值、社会价值和情感价值。在润滑油广告对顾客感知价值驱动的经典模型基础上,分析了润滑油广告驱动感知利得和感知成本的成因。润滑油广告旨在与顾客在质量、服务和顾客关系上进行持续不断的信息沟通,建立信任关系,最终实现顾客满意的效果。润滑油广告能够减少顾客在体力和精力上的感知成本,从而增加顾客感知价值。从润滑油广告的中介效果、顾客反应的非线性、顾客反应过程三方面得出结论,润滑油广告对顾客感知价值有驱动作用,企业的广告活动能提升顾客感知利得价值,降低顾客感知成本。

偶然情绪与促销框架效应对消费者购买意愿的影响

基于情绪调节理论,采用眼动实验和问卷调查相结合的方法,考察偶然情绪对促销框架和消费者反应的调节作用。研究结果表明:偶然情绪显著调节促销框架与消费者感知价值之间的关系。相较于减少损失型促销,获得收益型促销为情绪消极的消费者带来了更高的感知价值,而对于情绪积极的消费者而言,这两种促销方式无显著差异。感知价值是促销框架与消费者购买意愿之间的中介变量,且正向影响消费者购买意愿。眼动数据分析结果进一步验证和支持上述结论:情绪消极的消费者对获得收益型促销的注视时长和注视次数显著高于减少损失型促销,而情绪积极的消费者对两种促销方式的注视时长和注释次数没有显著差异。

电商直播中主播互动性、感知价值与用户参与行为——基于SOR理论的视角

随着社交媒体平台的快速发展,直播销售已成为电子商务的重要部分。然而,电商直播的特性在于实时互动,如何通过有效的互动获得更好的直播效果,特别是主播互动类型如何影响用户参与行为的机制尚不清晰。针对这一问题,本研究基于SOR模型,运用Python爬虫技术获取真实的直播动态数据,探究了任务型和关系型互动对不同用户参与行为(在线观看、点赞与评论)的影响,并研究了感知价值(包括感知信息价值与感知娱乐价值)的中介作用。研究结果显示,任务型互动对于用户评论有显著影响,但对用户在线观看和点赞影响不显著;相比之下,关系型互动对所有因变量均有显著影响。此外,作为中介变量的感知信息价值和感知娱乐价值,在主播互动和用户参与行为之间发挥了部分的中介作用。本研究扩大了SOR理论使用范围,丰富了电商直播中用户参与行为的研究,深化了对电商直播中感知价值的理解,研究结论对提升主播互动策略及优化直播效果具有一定的指导意义。

基于模糊MACBETH和生态位理论的PSS方案评价方法

针对多属性决策方法与生态位理论结合的PSS评价方法权重确定过程中一致性检验繁琐、权重计算过程复杂和未考虑评价语义的模糊性的问题,模糊MACBETH用于确定客户价值的权重和客户体验阶段提供客户价值的重要性系数;该方法无须复杂的计算过程,利用三角模糊数处理语义的模糊性且依托软件系统自动检验一致性,提高了评价效率和准确度。针对生态位优势仅适用于完全竞争状态的优势计算,将生态位重叠与生态位优势结合,提出的竞争优势公式可以体现方案间竞争程度和生态位优势表示方案间的竞争优势的优点,反映方案间真实的竞争状态。最后以某新能源汽车制造企业PSS方案评价问题为例验证了所提方法的有效性。

拟人化沟通对购买意愿的差异化影响

智能客服普及范围广泛,应用场景多元,但智能客服回答标准化、反馈内容不合理是困扰消费者的主要痛点。研究利用刻板印象内容模型,从拟人化沟通(温情型和能力型)与产品类别(享乐品和实用品)两个层面构建其交互作用模型,探讨拟人化沟通与产品类别如何共同影响消费者购买意愿。通过3个情景模拟实验证明,智能客服采用温情型沟通推荐享乐品,能够有效激发消费者情感价值,进而提高购买意愿。智能客服采用能力型沟通推荐实用品,能够有效激发消费者实用价值,进而提高购买意愿。研究聚焦智能客服沟通困境,拓展了拟人化沟通方式的研究范围,丰富了特定场景感知价值对消费者行为影响,同时在实践中为企业制定个性化的智能客服沟通策略提供了有力支持。

基于感知价值的移动端定制工具界面设计策略研究

探讨基于感知价值的移动端定制工具界面设计策略。介绍了移动端定制工具界面设计的背景和现状,并分析了影响移动端定制工具界面设计的因素,包括功能价值、情感价值、感知价格、感知风险这4个方面。提出了基于感知价值的移动端定制工具界面设计策略,包括提升功能价值的设计、传递情感价值的设计、降低价格感知的设计和消减风险感知的设计。为移动端定制工具界面设计提供了一种新的设计思路,为移动端定制工具界面设计提供了有效参考。

传统文化广告内容对国潮品牌消费者购买意愿的影响

为探究国潮品牌如何通过在社交媒体上发布传统文化广告来影响消费者购买意愿这一问题,研究依据“刺激-机体-反应”理论构建了传统文化广告内容、感知价值和国潮品牌消费者购买意愿影响之间的研究模型。通过回收241份有效问卷数据,利用逐步回归分析、Bootstrap中介效应分析等方法进行了路径验证。研究发现,“感知情感价值”和“感知认知价值”在“优质信息”“粉丝互动”和“产品互动”类传统文化广告与购买意愿之间均起部分中介效应;“感知体验价值”在“优质信息”和“粉丝互动”类传统文化广告与购买意愿之间起完全中介效应,在“产品推广”与购买意愿之间起部分中介作用。研究将为国潮品牌在未来传播与推广中,如何有效进行传统文化内容的设计与组织起到借鉴作用。

深度折扣对消费者防御行为的影响机制——基于市场元认知理论的实证研究

深度折扣在大幅提高促销利益性的同时,也削弱促销的真实性并引发消费者的防御行为。借助四个心理学实验,验证感知价值在深度折扣影响防御行为中的中介作用,证实品牌实力与价格水平在其中的调节作用。与普通折扣相比,深度折扣会激发显著的防御行为,深度折扣幅度越大,防御行为越强。感知价值在深度折扣影响防御行为中起到完全中介作用,深度折扣削弱消费者的感知价值,削弱感知利得并放大感知利失。品牌实力调节深度折扣对感知价值的影响,说明品牌实力具有逆转深度折扣负面影响的作用。价格水平调节深度折扣对感知价值的影响,虽然在不同价格水平上,深度折扣都会负向影响感知价值,但价格水平越高,负向影响的程度就越深。鉴于此,企业应掌握消费者对深度折扣的判断并弄清折扣的临界点,重视深度折扣的负面作用;价格越高的商品,越要慎重采用深度折扣策略;强化商品质量意识,降低消费者的风险感知;缩短深度折扣的持续期,提高促销真实性。在消费者方面,既应学会理性消费,也要意识到品牌的价值,以免错过以低价格享受高质量商品的机会,并慎重选择深度折扣的商品。在政府方面,应制定详细的监管办法,严禁将深度折扣作为欺骗消费者的工具,严惩借机贩卖劣质商品以及虚构原价的行为,防止因此产生的“柠檬效应”削弱消费积极性。

体验经济(4Es)理论下三线建设工业遗产旅游活性化路径探究

随着工业旅游的兴起,我国三线建设工业遗产的旅游活性化研究也正在成为议题。如何让三线建设工业遗产重唤生机,让“三线精神”文化内核得到发扬,寻找城市旅游的可持续发展之路,成为当下文旅融合发展背景下的一项极具挑战性的课题。文章以体验经济理论为基础,探索了体验经济4个维度对游客感知价值的影响。结果显示,教育体验、审美体验与逃避体验都对游客的功能感知价值和情感感知价值产生了正向的影响作用,而娱乐体验,没有对游客的感知层面产生任何影响。在此基础上提出三线建设工业遗产旅游活性化利用的建议。

基于价值共创视角的互联网环境下社区慢病诊疗服务患者感知价值形成路径综述研究

社区慢病诊疗服务是我国现有医疗体系下重要的慢病服务模式,而借助互联网医疗有望缓解目前愈发沉重的慢病防治压力。研究患者感知价值有助于推动互联网环境下社区慢病管理的发展,而引入价值共创理论既能指导患者感知价值前因变量、形成路径的研究,又能优化杂乱冲突的概念与维度。文章通过文献搜集与分析,构建了基于价值共创视角的互联网环境下社区慢病诊疗服务患者感知价值形成路径,发现目前我国患者感知价值的形成路径研究尚需要更多的社会关注与理论指导,互联网环境下的医患互动与患者体验需要更多的实证研究,患者感知价值维度需要在扩张中验证和精简。