影响大学生学业成绩的四个重要非智力因素

In the present study, 520 questionnaires about general self–efficacy, achievement goal orientation, learning motivation and time management were delivered to university students. The students were randomly chosen from Communication University of China, Central University of Finance and Economics, Capital University of Business and Economics and Shanxi University. 495 responses were valid , in which 225 majoring in liberal arts and 270 majoring in natural sciences. The influences of these four factors on students’ academic achievements were explored. And the gender differences in General self-efficacy, achievement goal orientation, learning motivation and time management were analyzed in the present study too. It was found that: 1) There were gender difference on academic achievements. The scores’ of female students were higher than males’. 2) Significant gender differences were found in four considered factors which indicated that female students got higher scores than male students; 3) There were close relations between the four considered factors and students’ academic achievements. There were also obvious relations among the four factors. 4) University students’ academic achievements could be well predicted by their general self-efficacy, achievement goal orientation, learning motivation and time management.

应激源，缓冲因素及其关系——中美大学生应激的跨文化研究

Questionnaire of Stressors, which was constructed earlier, and Resilience Factor Scale were applied on 252 Chinese University students and 207 American University students. Reliability and validity tests were applied on the data. Results are as following: 1. Cronbach α coefficient of both scales were tested and showed good results. Construction validity of them was also tested by applying Factor Analysis on the data. The results are good. 2. Stressors of University students consist of three factors, named Survival Anxiety, Social Anxiety, and Role Stress. Resilience Factors consist of Social Support and Self-Efficacy. They affected each other. Significant correlation was found among those five factors. 3. Significant differences were found between Chinese sample and American sample in the scores of most items of the two scales.

品牌形象的消费行为学分析

Brand image is the attributes set and the related associations of a brand in consumers mind, and it is the subjective reflections of brands. The paper explored the factors of brand image system and their weight. As the traditional means to evaluate weight coefficients are not perfect, a new method, conjoint analysis, was attempted. The factors of brand image were explored through questionnaire. Sports sneaker, toothpaste, and personal stereo were chosen as product sample, and four hundred and twenty university students from Tangshan city and Beijing as subjects(each person evaluated two kinds of products). The first two kinds of products were requisites of students, and sports sneaker belonged to High conspicuous products and toothpaste was low conspicuous product. On the other hand, personal stereo was the sample of development and entertainment products. Several factors of three products brand were taken out with factor analysis. In order to explore the weight of the brand image factors, a contrast of factor contribution ratio method, holistic quartation method and conjoint analysis is made here. Twenty university students evaluated the weight of the image factors of three kinds of brand with holistic quartation method, then they gave the weight of personal stereo with conjoint analysis method. Product function, advertising and propaganda, symbolic meaning, market orientation, brand appetency, consuming experience are the factors of sports sneaker brand image. Product function, advertising and propaganda, market orientation, product grade, corporation image are the factors of toothpaste brand image. Corporation image and product function, advertising and propaganda, consuming experience, symbolic meaning, price and function ratio are the factors of personal stereo brand image. So the hypothesis was proved that brand image is an ordinal and organical system, "ordinal" means the weight of factors are different, "organical" means that brand image can be deposed into several factors and the factors belonged to function components and meaning components (function components are the factors about physical characteristics and function, which are called "hard factors"); meaning factors are those that can show the personality、value and lifestyle of consumers, which are called "soft factors". The research also gave evidence of the hypothesis below: the factor structures of brand image of different product category have commonness and individuality; the function components of low conspicuous products are more important than the high conspicuous products. The exploration of conjoint analysis is what the paper seeks to be some creative in some degree.