当代大学生消费价值观与消费行为的调查研究——北京大学生中的消费主义倾向及有关影响因素研究

The aim of this study was to investigate consuming values and behaviors in Chinese college students, to detect the factorial structure in consuming values, and to explore possible determinants of those values and their effects on consuming behaviors. A total of 778 students from various universities in Beijing were investigated with questionnaire survey. The main results and conclusions are as follows: (1) College students were basically satisfied with their current life and study conditions in university, and their main pressures or stresses were from their studies. They were highly motivated in the development of their academic and life careers, and also valued the importance of family and having children in the future. About 11% of the students had pressures due to less favorable financial conditions of their families. (2) Five basic consuming values were found among college students, namely, “industrious and thrifty-aimed value”, “status and brand-aimed value”, “personal and unique-oriented value”, “relation-aimed value”, and “autonomous-aimed value”. The “industrious and thrifty-aimed value” stands for the traditional consuming values in the culture, and the “status and brand-aimed value” shows an explicit tendency of consumerism. The other three consuming values had moderate relations with both of the two values. (3) There was a high negative correlation between the first two values, which showed both a general acceptance and the main trend of “industrious and thrifty-aimed value” among the students. The basic “status and brand-aimed value” was shown among 3.3% of the students. (4) The consuming values were significantly correlated with life values, indicating that consuming values could be in consistence with or be determined by basic life values. The “industrious and thrifty-aimed value” and the “autonomous-aimed value” were shown as collectivistic values, while the “status and brand-aimed value” and “relation-aimed value” were shown as individualistic values. (5) Consuming values had significant influences on consuming behaviors. (6) The demographic factors such as financial conditions of parents, children of number in family, urban-rural location of family, gender, age, and campus culture could affect consuming values and consuming behaviors of college students in both direct and indirect ways.

恋情嫉妒倾向及其影响因素和影响作用的研究_恋情嫉妒倾向与自尊、社会比较偏好及嫉妒情绪反应之间的关系

As a well-related concept with close relationship, dispositional romantic jealousy (worrying about the romantic relationship will decrease or be threatened because of the rival) is accepted more and more attention. As the first system study on romantic jealousy under Chinese culture, this study use the combinative methods of questionnaire survey and provided situation-imagine design to study the dispositional romantic jealousy and get some conclusions. 1、The structure of the dispositional romantic jealousy in Chinese undergraduate students consist of three factors: suspicion , exclusivity and dependency . The scale of romantic jealousy has good reliability and validity. 2、The dispositional romantic jealousy can well predict the love attitudes and love experiences. The three factors respectively have different relationship with the love attitudes and love experiences. 3、Comparing with the high self-esteem samples, low self-esteem (include explicit self-esteem, and special implicit self-esteem) samples express more dispositional romantic jealousy among some of the three aspects: suspicion , exclusivity and dependency. 4、Those who get high scores on Scale of Social Comparison Orientation have far more remarkable dispositional romantic jealousy than those who get low scores, the difference exits in three factors: suspicion , exclusivity and dependency. 5、The result of SEM tells us that explicit self-esteem and special implicit self-esteem can negetivly predict some of the three factors of the dispositional romantic jealousy. And special implicit self-esteem also can predict the jealous emotional reaction .Social comparison orientation can predict all three factors of the disposition. And all three factors can positively predict jealous emotional reaction. These findings help us identify the structure of the dispositional romantic jealousy and know more about the influence factors of dispositional romantic jealousy. So we can provide an academic reference on the prevention and intervention of the conflicts among marriage and love relationships.

消费者特征对其网络购物态度和行为意向的影响

In recent years, global online shopping grows rapidly, China's growth rate is far greater than the average level of the world. Online shopping as a new type of shopping patterns gradually drew the researcher's attention. There were so many existing researches on the relationship between consumer characteristic and online shopping attitude and intention, but few togethered the different abstract levels of consumer characteristic in one research. In this study, 3M Model was introduced as theory guide of whole research work, the Chinese consumers who knew about the online shopping was the research object, questionnaire survey was used to collect the data, different abstract levels of consumer characteristic were togethered in a hierarchical model, tried to establish a model to explain the relationship between different abstract levels of consumer characteristic and online shopping attitude and intention. In addition, the study also compared the models posed by data from different consumer groups. The results showed that: First, consumers’ openness, need for arousal, assessment of online shopping experience, perceived risk of online shopping would affect their online shopping attitude and online shopping intention. Second, openness, need for arousal indirectly influenced the online shopping intention through the perceived risk of online shopping. Third, the perceived risk of online shopping indirectly influenced the online shopping intention through online shopping attitude. Fourth, assessment of online shopping experience indirectly influenced the online shopping intention through the perceived risk of online shopping and online shopping attitude. Fifth, only online shopping attitude would directly affect online shopping intention. It also worked as a mediator variable in the final model. Sixth, network age, risk propensity did not significantly affect the online shopping attitude and online shopping intention. Seventh, freight fluctuation can affect student more than in-service on online shopping intention.

不同行业的企业形象要素体系的共性与个性

In the early part of this century, with the change from the seller's market to the buyer market, the competition between companies changed from product competition, selling competition to corporate image competition, and companies began to consciously build corporate reputation through fast developed mass media. As a result, a series of methods to build corporate image were created, such as advertising, public relations and corporate identify system(CIS), which ,in turn, promoted the development of the research of corporate image. The factors of corporate image have been the central issue of the corporate image research, for the probe of this issue is of great significance to both the development of corporate image theory and the practice of corporate image building. As far as the literature we have gathered is concerned, the exiting research on this topic either remains at the level of qualitative investigating and induction, or is limited in some particular industry. Therefore. There bean no commonly accepted corporate image theory so far. In the recent years, with the introduction of competition mechanism and the establishment of the company. As subject position in the market, the building of corporate image gas been developed quickly in our country, and the development of practice imperatively requires the guide of scientific theory. On the basis of the analysis and summarization of the research of the predecessors, the present dissertation attempts to do some investigation and research work on the common and individual characteristics of corporate image factors of the companies in different industries in our country. The method of questionnaire survey is used in the present research. The subject sample is gathered on the basis of convenience and feasibility, and at the mean time, some consideration is also given to straticulate randomization principles. The subjects are asked to select one of their most familiar companies, and determine the important of even item in the questionnaire to the selected company(i.e. the importance assessment), and then, determine the grades the selected company gains on every item(i.e. the image assessment). The discriminant analysis of corporate image of different industries. The selected sample is grouped and coded according to the standard of industry classification. The discriminant analysis is done with the selected companies as the sample and the grades of image assessment as the variables. The result indicates that industry variable is an important standard of the classification of corporate image, and the companies in the same industry are more similar in corporate image. The analysis of the common and individual characteristics of corporate image of different industries. Firstly, in every industry, the items are sieved according to the grades of importance assessment, and exploratory factor analysis is done with grades of image assessment on the selected items as the variables. Secondly, the factors drawn from every industry in arranged in order according to their importance. The result indicates that the corporate image of different industries shares some common characteristics, for there exist common factors among different industries. In the mean while, the corporate image of different industries has its individual characteristics, that is, there is some difference in the domain of the factors, and in the order of the factors(including the difference of the principle factor).

异文化圈社会规范层次结构模型的比较研究

The relationship between the management and the culture was explored from the view of social norm's theory. In concrete terms, the differences of the hierarchical structure of the social norm among the Chinese, the Japanese and the American were studied systematically by using interview, case study, questionnaire survey and the structure equation model, etc. The results were: (1) The basic two types of the social norms of the Chinese, the American and the Japanese were the same: the external control norm and the internal control norm. The basic dimensions of the two types of norms composed of moral principle, value orientation, the law and the rules, and the social custom were consistent among the three countries. Furthermore, the dimensions of social norms were hierarchical because of the functioning of the different culture, which consisted of the hierarchical structure system. (2) Although there were the same dimensions among the three countries, the contents of these dimensions had both the common norms surpassing the specific culture and the particular norms depending on the specific culture. (3) The basic structures of the social norms in China and in Japan were the same: the internal control norms played a main role and the external control norm was auxiliary. On one hand, within the internal norm of the Chinese, the moral principle was the main force while the value orientation was the supplementary; within the external norm, the law and the rules was the main force while the social culture custom was supplementary. On the other hand, the relationship between the external and the internal dimensions of the Japanese turned out to be contrary to those of the Chinese. (4) The structure of the American social norms were different from the Chinese: for the American, the external control norm played a main role while the internal control norm was assistant. Furthermore, the law and the rule was the major aspect while the social costumes was the second in the external control dimension. In addition, the value orientation led the performance style of the American, while the moral principle played the second role in the internal control structure. (5) The social norms related to the management performance were found including work responsibility, organization commitment, meeting making-decision, communication style, work duty and interpersonal conflict by inventory and case study. The mangers from China, Japan and America had significant different views on paying attention to the management norms. In a word, the culture differences of the social norm were the fundamental reason of the management conflict.

服务质量要素体系的探讨

The study explored consumers' evaluation factor system and the zone of tolerance in the service quality, and the impact on consumer behavior in two branches of trade: the shopping center and the architectural material corporation, with the method of questionnaire survey. The main conclusions are as following: 1) The basic factors on service quality of shopping center are five, such as assurance、tangibles、the services of the post-selling、convenience and reliability. 2) There are also five factors on service quality of the architectural material corporation, such as the supplying of the products, the abilities of the salesmen, courtesy, package and the information. 3) The zones of tolerance of the factors in service quality are difference. In some way, they reflect the importance of the factors. 4) the service quality and its factors have positive impacts on the consumer behaviors. 5) In the branch of glass producing in our country, the service quality of a corporation is significant below the ideal level, even if it is a good one which the consumers expressed positive purchase intention on the corporate. The service quality of the coporate on which the consumers expressed uncertain purchase intention, is in nearby of the minimum acceptable level.

培训迁移效果影响因素的初步研究

The influence of climate of transfer and trainees' personality on transfer behavior is studied systematically by using interview, questionnaire survey and on-the-spot experiment. The results are: 1, The climate of transfer of training influences directly the frequency of transfer behavior. Time and leaders' positive feedback can discriminate between different levels of transfer behavior. 2, Trainees' idea of the applicability of training programs can influence directly the frequency of transfer behavior. In the meantime, trainees' idea of the applicability of training programs is influenced directly by zero feedback, his flexibility and self-efficacy. 3, Zero feedback, time support and colleagues' support can discriminate between different type of climate of transfer of training. In different type of climate, the percent of trainees showing different level of transfer behavior is significant different.