共查询到20条相似文献，搜索用时 312 毫秒
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【目的/意义】已有文献已经发现,接收者对于在线用户评论的信息处理方式受到个体涉入度的影响。然而
不同类型的涉入度的作用并没有得到充分研究。【方法/过程】根据对象的不同,研究将社区涉入与产品涉入进行了
区分。并且从信息处理动机的角度,研究提出二者的不同调节作用。通过问卷调查的方式和多元回归的方法,研
究对假设进行了检验。【结果/结论】用户评论的推荐程度对信息采纳有线性的促进作用,并且产品涉入减弱了这一
作用,而社区涉入则加强了这一作用;用户评论的信息质量对信息采纳产生倒U型的影响,并且产品涉入使倒U关
系更加明显,社区涉入则正向调节了信息质量与信息采纳间的关系。 相似文献
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基于信号传递理论和公平理论,构建了网络零售商无缺陷退货政策对消费者溢价支付意愿影响的概念模型,以分析其直接和间接影响,以及产品类别和产品涉入度的调节作用。结果表明,宽松的退货政策使消费者产生更高的感知质量和更低的感知风险,进而产生更高的溢价支付意愿。相对于搜索产品、购买体验品时,退货政策宽松度对消费者感知质量和感知风险的影响更强;相对于低涉入度的消费者,退货政策对高涉入度消费者的感知质量影响更强,而对感知风险的影响并无显著差异。 相似文献
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广告语言是广告达到说服效果的主要手段,广告语言的说服方式有事实说服、利害说服、比较说服等理性说服方武,有诉之以爱情、亲情、友情、乡情和怀旧之情等以情动人的说服方武,有情理相结合的方式。在广告中进行语言说服的关键是要以消费者为中心,确立广告语言说服的重点,而选择语言说服策略必须在广告传播的信息真实、可靠、规范的基础上进行。 相似文献
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产品涉入度与在线个性化产品定制意向——基于自我表达的中介效应研究 总被引：1，自引：0，他引：1
《软科学》2018,(4):110-114
基于自我表达理论探讨了产品涉入度、自我表达和在线个性化产品定制意向之间的关系。采用问卷调查的方式收集了284份有效样本,基于结构方程模型和多重中介效应分析方法对理论模型和研究假设进行检验。结果表明,产品涉入度对在线个性化产品定制意向有显著正向影响;自我建构在产品涉入度与个性化产品定制意向关系中起中介作用;尽管产品涉入度对个人形象表达有显著正向影响,但个人形象表达在产品涉入度与个性化产品定制意向间的中介效应不显著。 相似文献
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从信息流的角度来研究企业的运营问题 ,涉及到信息的流入和流出两个方面。本文首先借助信息不对称理论探讨了企业信息流出的重要意义。广告作为企业信息流出的一种重要方式 ,其有效性是本文研究的重点。广告信息传播的有效性要靠对整个传播过程的全面管理来保证。本文以名人广告为例 ,对提高广告信息传播有效性的途径进行了研究 ,探讨了广告应该怎样进行有效的说服 相似文献
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品牌形象对品牌延伸评价的影响:消费者产品涉入的调节 总被引：1，自引：0，他引：1
从功能性、象征性及经验性这三种不同的品牌形象类型入手,引入产品涉入变量,通过试验设计来探讨品牌形象对品牌延伸评价的作用是否受到产品涉入的调节。发现当品牌延伸到高涉入产品,品牌的功能性形象对延伸评价起到显著的作用,功能性形象对延伸产品感知质量的作用要受到消费者个人涉入程度的调节;而当品牌延伸到低涉入产品时,品牌的象征性形象和经验性形象对延伸评价起到显著作用,经验性形象对延伸产品购买意愿的影响会受到消费者涉入的调节。 相似文献
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The recognition of a spatial data infrastructure (SDI), as a two-sided market, leads the way to an innovative approach for analysing the strategies used to bring two groups of users into interdependent markets. The literature derived from the recent industrial organisation is rich in theoretical models, aiming at the study of price structure and product design, which maximise the participation of the groups, the profits of the firms, and the value created for the entire ecosystem. The current paper interprets and adapts the theoretical model of the two-sided market in order to fit the case of a SDI. The purpose is to highlight the relevance of a two-sided market approach for analysing a SDI dynamics. The focal research question is how spatial data infrastructure, through a platform management process, can transition from a government-funded entity to a self-sustaining operation. The analysis relies on the specific case of the GEOSUD SDI, focusing on strategies ensuring the interest of image-based application developers and satellite image users. The results show that the theory of two-sided markets brings complementary elements for SDI development strategies, by proposing a framework of reasoning, which not only allows for a better understanding of the outflows already established, but also provides tools to accompany the strategic reflection of public institutions and entrepreneurs, who tend to support the uses of data and services derived from remote sensing. 相似文献
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本文运用企业战略创业理论、产业平台理论与案例研究方法,分析一类特殊的服务型龙头企业——集群商贸平台战略创业带动集群升级的功能和机制:基于间接网络效应,通过平台高级化与国际化、研发包络、塑造集群品牌文化三个方面的战略创业行动,策动其主导下生产者、消费者之间交易网络的协同升级,进而在获取其自身竞争优势和财富创造最大化的同时,创造了驱动集群企业脱离低端、贴牌生产路径,走向自主创新与品牌构建路径的产业架构基础,以及相应的集群升级动力学。文章将服务型龙头企业、消费者升级引入龙头企业主导下的产业集群升级研究,不仅丰富了相关理论建构,也为地方政府推动产业集群升级提供了新的政策思路。 相似文献
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劝导技术的中介理论分析与伦理问题研究 《科学学研究》2019,37(11):1921-1925
劝导技术作为新型的计算机应用技术被广泛使用于多个领域。在当前的研究中,技术哲学的中介理论将劝导技术看作是技术中介现象的具体表现形式,由此可以解释劝导结果具有不确定性的原因;在伦理层面,应对劝导技术可能导致操纵性与技术家长制等质疑,构建与修正了劝导技术设计中的内在道德评价框架,并将尊重被劝导者的个人意愿看作劝导伦理的起点,此外,对劝导理性的特点、劝导技术的信任问题,以及劝导技术是否限制了人的自由等都进行了讨论。 相似文献
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This study analyzes the effects of supplier involvement in a manufacturer’s new product development on the supplier’s financial performance, innovation, and product quality with data from 128 suppliers in the Korean automobile and electronics industries. The results indicate that a higher level of supplier’s involvement positively influences innovation and financial performance. The results generally indicate that a higher level of supplier involvement, especially in the form of involvement in the design stage significantly increases suppliers’ innovation and cash-flow rate. However, the positive effect of supplier involvement on quality was observed only in the electronics industry. 相似文献
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［目的/意义］本文基于技术接受模型,以微信信息流广告为研究对象,构建受众信任研究模型,用以分析影响微信信息流广告受众信任的相关因素。［方法/过程］通过问卷调查法共搜集196份有效问卷,利用SPASS17.0和AMOS17.0软件结合结构方程模型进行实证研究,为相关假设提供数据支持。［结果/结论］实证结果表明,感知易用性、感知精准性、感知风险和主观规范对受众信任有显著影响,且感知易用性显著正向影响感知有用性,感知有用性显著正向影响行为意愿,信任显著正向影响行为意愿,而感知有用性对信任的影响不显著。［局限］样本的代表性有待提高,模型的普适性有待进一步验证。 相似文献
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Diana Gavilan Maria AvelloAuthor VitaeCarmen AbrilAuthor Vitae 《International Journal of Information Management》2014
The future of communication and advertising is mobile. There is, however, little empirical evidence as to exactly how mobile advertising works. This research examines the role of mental imagery elicited by mobile advertising and its mediating effect on trust in the advertising message (ad trust) and purchase intention. Using a 2 × 2 factorial experimental design, we examined the influence of the type of message – SMS vs. MMS – and type of content – informational vs. transformational – on the three dimensions of mental imagery: vividness, quantity and elaboration. Results show a greater impact of MMS mobile ads and transformational ads on vividness and elaboration, while SMS mobile ads have a greater impact on the quantity dimension. The study also suggests that ad trust can be improved by enhancing the mental imagery elicited by mobile ads. Vivid and elaborate mental imagery mediates the effect of the type of ad on ad trust and exerts a positive influence on purchase intention. These findings have important implications for mobile advertisers since overcoming trust issues remains a major obstacle in the adoption of this medium. In addition, practical aspects of mobile ads’ conception and design are discussed and directions for future research are suggested. 相似文献
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The popularity of mobile devices has ushered in the prosperity of mobile commerce, yet research on mobile advertising and mobile marketing remains scant. Marketing ads possessing higher media richness generally have a positive effect on consumer decision-making, because rich media conveys more information, but mobile ads with richer media imply higher costs for both the marketer and the audience. The limitations of mobile devices have further highlighted the difficulty of mobile advertising and the issue of advertising costs. Selecting which media to deliver the appropriate information is the latest research trend, but few studies have applied the media richness theory to explain mobile ads’ effect on consumer behavior. This research thus explores the impact of media richness on consumer behavior at different AISAS (attention, interest, search, action, and share) stages, adopting experimental research, convenient sampling, and online questionnaire to collect data. From a total of 424 valid questionnaires, we find that media richness has a greater influence on the three early stages of AIS while having a lower impact on the later stages of AS. This research thus suggests that firms employing mobile ads should choose high richness media for those potential customers who are at the early stage of consumer behavior (AIS). For those who at the later stage (AS), it is good enough for marketers to utilize medium richness mobile ads. Following this suggestion, marketers can place mobile ads more precisely, thus improving the likelihood of a reduction in advertising costs for both the marketer and audience. As mobile ads with high media richness are more effective for high perceived risk products, firms need to use high richness media when they are promoting high perceived risk products even when potential consumers are at the later stage of AS. This research contributes to marketers dedicated to using a mobile advertisement strategy and helps refine both online consumer behavior and the media richness theory when including the context of mobile commerce. 相似文献