大城市内部商业环境满意度评价与消费区位决策研究-以北京市西城区和海淀区为例

Since 1990s, commercial conditions in China including commercial environment, retail types, scale of retail enterprises, spatial structure of retail and shopping decision making factors have changed. In order to keep up with these changes, commercial geography should set up new perspectives, theories and methods to analyze its internal mechanism and changing rules, and thus provide reasonable and practical scientific basis to commercial planning, location decision of retail enterprises and commercial environment construction. Taking Xicheng and Haidian District of Beijing as research case, which is a sector region from city center to rural region, this paper selects 12 commercial centers as most important study objects of this sector. This paper mainly makes use of the methods of Modeling, Pearson Bivaiiate Correlations Analysis, Factor Analysis and Logit model. Based on 1300 questionnaires and fieldwork, this paper focuses on modeling of Consumer Satisfaction of Commercial Environment (CSCE), evaluation of commercial environment and driving factors of consumers' shopping location decision. Firstly, this paper discusses the development of commercial geography and commercial environment evaluation, the new characteristics and trends of commercial development in Beijing and physical commercial environment of Xicheng and Haidian District of Beijing from chapter 1 to chapter 4. Secondly, this paper summarizes characteristics of residents' shopping behavior in chapter 5. Thirdly, this paper sets up an evaluative model of CSCE, and analyzes consumer satisfaction indexes of commercial environment and their spatial features in chapter 6. Fourthly, this paper infers how residents' attributes and shopping behaviors affect their preferences of shopping location and what are residents' shopping location decisions and their influencing factors in chapter 7. Fifthly, this paper constructs a significant index model and a pyramidal framework of CSCE, and further analyzes the diversity and competitive advantage of commercial environment in chapter 8. Finally, some conclusions are drawn as follows: 1. Characteristics of residents' shopping behavior mostly embody residents' time distance preference, commodity consumption preference, shopping time distribution and shopping activity characteristics. The important factors that influence shopping location choice of residents are distance, transportation, commodity price, commodity types and commodity quality. However, the important factors, which influence shopping location re-choice of residents, are commodity price, commodity quality, commodity types and transportation. 2. CSCE indexes of 12 commercial centers show us significant spatial characteristics, such as spatial differences of "Center-fringe region", spatial characteristics of axes, spatial diversity of ring roads and so on. 3. Influencing factors including factor endowments, relative establishment factor and location and transportation factor of commercial environment are of importance for CSCE. 4. Logit model 1 indicates that shopping behavior of residents is significantly and positively related to working in high-tech companies, high income and by car and positively related to high school diploma, by bus and subway. 5. Logit model 2 indicates that residents' shopping location decision is significantly and positively related to leisure establishment and relative restaurant and entertainment establishment and negatively related to commercial location, commodity price, service quality, parking site. 6. The significant index model and the pyramidal framework of CSCE indicate competitive advantages are crucial to attractive capability of commercial center, and competitive weakness limits development of commercial centers, in particular the weakness of service quality and parking site now is the chief factors restricting development of commercial centers

网上消费者购物动机、点击流行为及其之间的关系

Online shopping has been a growing phenomenon all over the world as well as China in the recent years. Studies on online shopping with clickstream data have become a new research stream. But it is a pity that the online conversion rate is low. Accordingly, we can study on online consumers focusing on their shopping motivation, and put their shopping motivation and clickstream behavior into an integrative frame, study on the both construction and their relationship, and then we can get insight in chinese online consumers. This study has two processes. First, this study will use the questionnaire to explore all kinds of consumers’ online shopping motivation, and then emend the questionnaire and form the ultimate one for the second process. Second, we will simulate a shopping site to get clickstream data, participants need to complete the ultimate questionnaire at the same time. We will analyse the integrated data from two measures, cluster analysis separately, and explore the correspondence between the two cluster methods. Results show that, first, Chinese online shoppers contain five steady motivation factors: usefulness, fashion involvement, ease of use on searching, ease of use on alternative evaluation, ease of use after trade. Fashion involvement is comparatively independent, while the other have correlations between each two. Second, Chinese consumers can be clustered into five steady clusters according to online shopping motivation: functional shoppers, following shoppers, surfing shoppers, conflicting shoppers, e-laggard. The five clusters have significant differences on job, monthly income and online shopping experience of late six months, while have no significant differences on gender, age and education. Third, Chinese consumers can be clustered into five steady clusters according to clickstream data: functional browsers, hedonic browsers, impulsive shoppers, comparative shoppers and knowledge building browsers. The five clusters have significant differences only on age, while have no significant differences on other demographic variables. Fourth, the cluster methods according to motivation and according to clickstream data are two comparatively independent cluster frame, but they have limit correspondence.

态度结构一致性对态度-行为关系的影响：个体与群体水平的研究

Social psychologists have long been interested in understanding the conditions under which attitudes influence behaviors, and they have formed two relatively independent theoretical perspectives in the attitude-behavior domain. One perspective, which we adopt in the present paper, focuses on investigating the effect of attitude strength on the attitude-behavior relationship. Specifically, the present research investigates the role of structural consistency, a dimension of attitude strength, on the attitude-behavior relationship. Structural consistency has typically been defined as the extent to which one aspect of individual’s attitude is consistent with either his or her overall attitude toward the object or the other aspect of the attitude, including affective-cognitive consistency (ACC), evaluative-cognitive consistency (ECC) and evaluative-affective consistency (EAC). The ECC and EAC can be integrated into the attitude base. Despite the evidence that structural consistency is associated with attitude-behavior relationship, there are some limitations in previous studies: (1) attitude base and ACC have been rarely studied together ;( 2) researchers often used the term behavior in a broad sense to encompass behavioral intentions as well as actual behaviors ;( 3) the effects were all investigated at individual level. The present research tried to explore the effects of ACC and attitude base on attitude-behavioral intention-actual behavior relationships at individual and group levels in different behavior areas including shopping, supportive behavior towards officials, and offensive behavior towards governors and central and local governments. The roles of affective and cognitive components of attitudes on general attitudes and following behaviors were also examined in this research. The results indicated that: A. At individual and group levels, the effect of structural consistency on attitude –intention relation is as the same as its effect on attitude-behavior relation, but it varies in different areas. On the other hand, the effect of structural consistency on explicit attitude-behavior relation is different from its effect on implicit attitude-behavior relation. B. The cognitive components of the individuals and groups’ implicit attitudes towards officials, the implicit and explicit attitudes towards governors, and the public’s attitudes towards central and local governments exert the stronger influence on general attitudes. Similarly, the cognitive components also exert the stronger influence on groups’ supportive behaviors towards officials and offensive behaviors towards governors and governments. C. Both group attitude and emotion can influence the group offensive behavior towards governors. The group attitude exerts its influence through the mediating effects of behavior intention and group emotion. The group emotion which is the core factor can exert the direct influence on group offensive behavior towards governors. D. At individual and group levels, the implicit and explicit measures should be used together to collect the attitude data, because the implicit and explicit attitudes can both predict behaviors under most conditions. It is the best implicit attitude measure to use the experts’ evaluations of listed words. And the emotion should be measured by the experts’ evaluations of listed words if the emotion data is used to predict the following behavior.

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.

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.

表征方式对网上购物信息搜索行为影响的工程心理学实验研究

Interface has been becoming a more significant element today which influences the development of shopping on-line greatly. But in practice the attention arisen from society and study made are quite inadequate. Under this circumstance, I focus my study on the purpose of improving understanding of the engineering psychological factors, which definitely will play a crucial role in shopping on-line representation in future, and of the relations between them through the following experimental research. I hope it can give a basic reference to the practical application of shopping on-line representation pattern and continuous study. In current thesis, an analysis was made on the basis of engineering psychology principles from three aspects, i.e. person (users), task and information environment. It was considered that system overview and information behavior model would have great impact on the activities of users on the web and that representation pattern of information system would affect the forming of system overview and behavior pattern and then further after the performances of users in information system. Based on above-mentioned statement, a three-dimensional conceptual model was presented which demonstrates the relations between the crucial factors, which are media representation pattern, system hierarchy and objects in information unit. Thereafter, eight study hypothesis, which are about engineering psychological factors of virtual reality (VR) representation in shopping on-line system, was taken out and four experiments were followed up to testify the hypothesis. -In experiment one, a research was made to study how the three kinds of single media representation pattern influence the forming of system overview and information behavior from the point view of task performance, operating error, overall satisfactory and mental workload etc. -In experiment two, a study of how the combined media representation pattern of system hierarchy influences users' behavior was carried out. -In experiment three, a study of the hierarchy structure feature of VR representation pattern and the tendency of its width and depth to the effects of system behavior was made. -In experiment four, a study of the location relations between different parties in VR scene (information unit) was made. The result is as follows: -During structure dimensional state: Width-increasing caused more damage to the speed of users than depth-increasing in VR representation pattern. Although the performance of subjects was quite slow in wider environment, yet the percentage rate of causing errors was in lowest level. -During hierarchy representation pattern: 1. Between the representation patterns of the three media, no significant differences was found in terms of the speed of fulfilling the task, error rate, satisfactory, mental workload etc. But the pattern with figure- aided gained the worst results on all of these aspects. 2. During primary stage of the task and the first level of the hierarchy, the speed of subjects' performance in VR pattern was slower than that in text pattern. While with developing of the task and going deeper level of the hierarchy, the speed of users' performance in VR representation pattern reached to the highest level. 3. Effects in VR representation pattern was better than that in text pattern in higher level of the system. The representation pattern in highest level has greatest impact on the performance of the system behavior, whereas results of the only VR representation in the middle part of hierarchy would be worst. 4. Activity error in single media representation pattern was more than that in combined media representation pattern. 5. Individual differences among subjects had effects on the representation pattern of the system. During VR environment, behavior tendency of party A had a significant negative correlation to the quantities of errors. -In VR-scene representation: Physical-distance and flash influenced the subjects' task performance greatly, while psychological-distance has no outstanding impact. Subjects' accurate rate of performing increased if objects with same relation were in the same structure position, in the state of close psychological-distance or if the object target flashed (not reliable). Although the article limits the topic only on the present-existing questions and analysis of shopping-on-line, as a matter of fact, it can also apply for other relevant purposes on the web. While the study of this article only gives its emphasis on the researching-task with definite goal, making no consideration of other task conditions and their relations with other navigation tools. So I hope it lay a good start to make continuous research in this areas.

人格特征对销售员绩效的预测

This research aims to discuss it is the complexity of interpersonal association and job autonomy that influence the predictive validity of personality for job performance. In addition, for service profession, incumbents' personality can predict not only contextual performance, but also task performance. Salesclerks in shopping center and life insurance agents are selected as subjects. The job performance rating scale is produced by using Critical Incidents Technique. The research method is measuring NEO-PI and collecting direct supervisors' rating of salespeople's job performance. The research results are as follows: 1. The factor analysis result of job performance is different from the west. That is to say, the support for organizations which belongs to contextual performance in the west can not be distinguished from task performance. Therefore, in China, or to say in the shopping center selected, task performance includes both technical proficiency and the support for organizations, and contextual performance includes job dedication and interpersonal facilitation. 2. For salespeople, personality can be the antecedent of contextual performance and task performance as well. However, the predictive validity for task performance is very low. 3. The more complexity of interpersonal association, the stronger relationship between personality and job performance. 4a. The correlation between job performance and facets of Big Five is higher than the one between job performance and factors of Big Five, such as Agreeableness, whose facets have different impacts on job performance, some positive and others negative. 4b. The correlation between personality and the items of job performance rating scale is higher than the one between personality and the factors of job performance. 4. Working experience is the moderator of the relationship between personality and job performance. For salesclerks, only if the working experience of subjects is less than 3 years, achievement striving-one facet of conscientiousness-is significantly correlated with the ratio of finished sales volume at 0.01 level.