本研究旨在分析大学生对文化主播“与辉同行”商品的评价及其购买行为路径。通过对大学生群体的调查数据进行系统分析,本研究探讨了大学生对主播推荐商品的态度、评价标准以及影响其购买决策的因素。研究结果不仅有助于理解大学生在新...本研究旨在分析大学生对文化主播“与辉同行”商品的评价及其购买行为路径。通过对大学生群体的调查数据进行系统分析,本研究探讨了大学生对主播推荐商品的态度、评价标准以及影响其购买决策的因素。研究结果不仅有助于理解大学生在新媒体环境下的消费行为模式,还为文化主播及电商行业提供了针对性的营销策略和建议。本文通过发放电子问卷收集数据,基于这些数据建立结构方程模型(SEM)并进行路径分析,从而揭示了评价数量、评价质量、主播带货特征对购买意愿的影响。This study aims to analyze college students’ evaluations of cultural host “Time with Yuhui” products and their purchase behavior paths. Through systematic analysis of survey data from the college student population, this research explores college students’ attitudes towards products recommended by hosts, evaluation criteria, and factors influencing their purchase decisions. The findings not only help understand the consumption behavior patterns of college students in the new media environment but also provide targeted marketing strategies and suggestions for cultural hosts and the e-commerce industry. This paper collects data through the distribution of electronic questionnaires, establishes a structural equation model (SEM) based on these data, and performs path analysis to reveal the impact of the number of reviews, quality of reviews, and host characteristics on purchase intention.展开更多
本文使用2012~2022年31个省市的面板数据,从已有研究基础出发,通过主成分分析法构建了我国31个省份住房市场的情绪指数并可视化,实证研究了住房市场情绪对住房成交量的影响。另外,还测度不同区域住房市场情绪指数,通过实证分析横向对比...本文使用2012~2022年31个省市的面板数据,从已有研究基础出发,通过主成分分析法构建了我国31个省份住房市场的情绪指数并可视化,实证研究了住房市场情绪对住房成交量的影响。另外,还测度不同区域住房市场情绪指数,通过实证分析横向对比东部、中部和西部地区市场情绪对住房成交量的影响程度。研究发现:市场情绪对住房成交量有显著的正向影响;同时,市场情绪对住房成交量的正向影响呈现区域异质性,西部地区市场情绪对住房成交量的影响程度强于东部和中部地区。研究为了解市场情况提供重要的参考,也可以为政策制定和市场预测提供有益的支持。Using the panel data of 31 provinces and cities from 2012-2022, this paper constructs and visualizes the sentiment index of the housing market in 31 provinces in China through principal component analysis from the existing research foundation, and empirically investigates the impact of housing market sentiment on housing turnover. In addition, different regional housing market sentiment indexes are also measured, and the influence of market sentiment on housing turnover is compared horizontally among eastern, central and western regions through empirical analysis. The study finds that market sentiment has a significant positive impact on housing turnover;at the same time, the positive impact of market sentiment on housing turnover shows regional heterogeneity, with the western region having a stronger impact on housing turnover than the eastern and central regions. The study provides an important reference for understanding the market situation and can also provide useful support for policy making and market forecasting.展开更多
本文研究社交媒体情境下消费者价值共创对安踏品牌忠诚度的影响。首先梳理相关理论,将价值共创分为生产、消费、虚拟品牌社区领域,品牌忠诚度分为态度、行为、复合维度。接着分析各领域对安踏品牌忠诚度的影响:生产领域通过产品设计研...本文研究社交媒体情境下消费者价值共创对安踏品牌忠诚度的影响。首先梳理相关理论,将价值共创分为生产、消费、虚拟品牌社区领域,品牌忠诚度分为态度、行为、复合维度。接着分析各领域对安踏品牌忠诚度的影响:生产领域通过产品设计研发增强情感,促进购买和口碑传播,深化认知;消费领域在购买售后互动中提升体验,增加频率,塑造形象;虚拟品牌社区通过活动增强归属感,刺激购买,拓展认知。研究表明各领域在不同维度对品牌忠诚度有积极影响,为品牌战略的制定提供了参考。This paper examines the impact of consumer value co-creation on ANTA’s brand loyalty in the context of social media. Firstly, the relevant theories are sorted out, and value co-creation is divided into the fields of production, consumption, and virtual brand community, and brand loyalty is divided into attitude, behavior, and composite dimensions. Then, the impact of various fields on ANTA’s brand loyalty was analyzed: in the production field, product design and development enhanced emotion, promoted purchase and word-of-mouth communication, and deepened awareness;In the consumer field, the interaction between purchase and after-sales enhances the experience, increases the frequency, and shapes the image;Virtual brand communities enhance a sense of belonging, stimulate purchases, and expand awareness through activities. The research shows that each field has a positive impact on brand loyalty in different dimensions, which provides a reference for the formulation of brand strategy.展开更多
文摘本研究旨在分析大学生对文化主播“与辉同行”商品的评价及其购买行为路径。通过对大学生群体的调查数据进行系统分析,本研究探讨了大学生对主播推荐商品的态度、评价标准以及影响其购买决策的因素。研究结果不仅有助于理解大学生在新媒体环境下的消费行为模式,还为文化主播及电商行业提供了针对性的营销策略和建议。本文通过发放电子问卷收集数据,基于这些数据建立结构方程模型(SEM)并进行路径分析,从而揭示了评价数量、评价质量、主播带货特征对购买意愿的影响。This study aims to analyze college students’ evaluations of cultural host “Time with Yuhui” products and their purchase behavior paths. Through systematic analysis of survey data from the college student population, this research explores college students’ attitudes towards products recommended by hosts, evaluation criteria, and factors influencing their purchase decisions. The findings not only help understand the consumption behavior patterns of college students in the new media environment but also provide targeted marketing strategies and suggestions for cultural hosts and the e-commerce industry. This paper collects data through the distribution of electronic questionnaires, establishes a structural equation model (SEM) based on these data, and performs path analysis to reveal the impact of the number of reviews, quality of reviews, and host characteristics on purchase intention.
文摘本文使用2012~2022年31个省市的面板数据,从已有研究基础出发,通过主成分分析法构建了我国31个省份住房市场的情绪指数并可视化,实证研究了住房市场情绪对住房成交量的影响。另外,还测度不同区域住房市场情绪指数,通过实证分析横向对比东部、中部和西部地区市场情绪对住房成交量的影响程度。研究发现:市场情绪对住房成交量有显著的正向影响;同时,市场情绪对住房成交量的正向影响呈现区域异质性,西部地区市场情绪对住房成交量的影响程度强于东部和中部地区。研究为了解市场情况提供重要的参考,也可以为政策制定和市场预测提供有益的支持。Using the panel data of 31 provinces and cities from 2012-2022, this paper constructs and visualizes the sentiment index of the housing market in 31 provinces in China through principal component analysis from the existing research foundation, and empirically investigates the impact of housing market sentiment on housing turnover. In addition, different regional housing market sentiment indexes are also measured, and the influence of market sentiment on housing turnover is compared horizontally among eastern, central and western regions through empirical analysis. The study finds that market sentiment has a significant positive impact on housing turnover;at the same time, the positive impact of market sentiment on housing turnover shows regional heterogeneity, with the western region having a stronger impact on housing turnover than the eastern and central regions. The study provides an important reference for understanding the market situation and can also provide useful support for policy making and market forecasting.
文摘本文研究社交媒体情境下消费者价值共创对安踏品牌忠诚度的影响。首先梳理相关理论,将价值共创分为生产、消费、虚拟品牌社区领域,品牌忠诚度分为态度、行为、复合维度。接着分析各领域对安踏品牌忠诚度的影响:生产领域通过产品设计研发增强情感,促进购买和口碑传播,深化认知;消费领域在购买售后互动中提升体验,增加频率,塑造形象;虚拟品牌社区通过活动增强归属感,刺激购买,拓展认知。研究表明各领域在不同维度对品牌忠诚度有积极影响,为品牌战略的制定提供了参考。This paper examines the impact of consumer value co-creation on ANTA’s brand loyalty in the context of social media. Firstly, the relevant theories are sorted out, and value co-creation is divided into the fields of production, consumption, and virtual brand community, and brand loyalty is divided into attitude, behavior, and composite dimensions. Then, the impact of various fields on ANTA’s brand loyalty was analyzed: in the production field, product design and development enhanced emotion, promoted purchase and word-of-mouth communication, and deepened awareness;In the consumer field, the interaction between purchase and after-sales enhances the experience, increases the frequency, and shapes the image;Virtual brand communities enhance a sense of belonging, stimulate purchases, and expand awareness through activities. The research shows that each field has a positive impact on brand loyalty in different dimensions, which provides a reference for the formulation of brand strategy.
