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Social media serves as a unified platform for users to express their thoughts on subjects ranging from their daily lives to their opinion on consumer brands and products. These users wield an enormous influence in shaping the opinions of other consumers and influence brand perception, brand loyalty and brand advocacy. In this paper, we analyze the opinion of 19M Twitter users towards 62 popular industries,...
At present, the rapid development of rural e-commerce in China, many e-commerce enterprises began to open up the rural market, but because of the special rural environment, so that most businesses ignore the real needs of rural consumers. Based on the traditional TAM model, this paper studies the adoption behavior of rural consumers by means of qualitative analysis and empirical research. The results...
The new concept of omni-channel has inspired researchers to develop a model of consumer confusion to increase purchase intention. Previous studies were tested that the omni-channel integration quality can improve customer satisfaction. As a novelty, we introduced omni-channel integration as a moderating variable that influence consumer confusion to the intention of purchase. This paper constituted...
Experience marketing win more competitive advantages for modern enterprises as a new business model in the network economy era. This paper explores the formation and realization of user experience value through the analysis of characteristics of consumer behaviors in the network economy era, analyzes profit model of enterprise experience marketing in our country from the perspective of user experience...
Many service firms are now using referral reward programs (RRPs) to harness the power of electronic word of mouth and to increase referrals to acquire new customers. However, a persistent problem is that rewards are not always effective. This study examines how incentives would work to actively encourage eWOM, and how incentives would potentially interact with audience strength. In particular, a 2×4...
Multinational corporations seeking access to China's burgeoning consumer markets and human resources are establishing R&D centers in the country and developing ways to thread a path through its complex innovation policies.
Online information search is often seen as a highly utilitarian task but consumers' diverse ways of using the web have brought forth more hedonic information search patterns. At the same time, the impact of electronic word-of-mouth (eWOM) on consumer purchase decisions is increasing. The purpose of this study is to investigate the differences between hedonic and utilitarian eWOM search in the light...
Mobile Internet is developed very fast. This paper analyzes the definition of mobile Internet and the industry development status, focuses on the consumers' behavior of college mobile phone students in Beijing area. Through the questionnaire survey of college students, their basic status, spending habits and consumer behavior characteristics were investigated and studied. On this basis, the impact...
With the advent of information service economy, consumer behavior degeneration is very strong. The traditional perception service can only provide the corresponding service based on perception situation. When the new environment appeared, it is different from consumer expectations service. How to perceive service and the difference between perception service and expectations service can become the...
Based on a survey and face to face interview with Guangzhou resort real estate client group, this paper found out that the resort real estate market consists mainly of high-end clients who have strong purchasing power for living and/or investment purpose, preference for family group life style and resources ownership, attention on various factors when making purchase, among other consumer behavior...
Setting in the background of global economic fluctuation, the relationship between E-business of commercial bank and consumer behavior is a new issue in China. At the present, the profit of commercial banks in China mainly comes from traditional business (deposit and loan business), showing a great gap in the development of intermediary business when compares with banks abroad in developed country...
This study presents a review of research on green marketing in China during 2000–2010. It covers articles about green marketing which were published in Chinese leading journals of management. The study analyses 5 aspects, including topics, categories, analytical techniques, research regions and samples, so as to reflect the degree of Chinese green marketing research. And based on it, we give some...
This paper deals with the evaluation of Japanese traditional crafts, in which product items are assessed according to the so-called “Kansei” features by means of the semantic differential method. For traditional crafts, decisions on which items to buy or use are usually influenced by personal feelings/characteristics; therefore, we shall propose a consumer-oriented evaluation model targeting these...
This paper analyzes the relation between cognition of green hotel and consumption will, investigates the relation of customer's idiosyncrasy and cognitive intensity of the green hotel. The consumption attitude and will of the customer of Chinese hotel industry have been surveyed and studied on the spot. The result of study shows that the hotel customer of domestic market has certain green consumption...
A successful Case-Based Reasoning (CBR) system lightly depends on how to design an accurate and efficient case retrieval mechanism. Brand extension is widely applied as a corporate strategy in the economic life. Some companies succeed in brand extension, some fail. So it is very important to study the case and theory of brand extension. Brand extension has its own background and reasons. Brand extension...
Applications and technology have matured in the marketplace. Most organizations have a line-of-business application that manages the business area. The issue then becomes how to move from the current technology to the next technology. A number of Information System theories deal with the intentions of users or, in this context, purchasing decision makers. Generally, the goal is to optimize the selection...
It is widely held that brands positively influence the perceived quality of products. Further, brands act as signals of quality when attribute level data is missing. Hence, brands are often posited to enhance evaluation, particularly among the less experienced consumers. Surprisingly little evidence, however, exists to support these beliefs in the context of digital games, pointing us to wonder the...
Strategic Foresight (SF) systems enable companies to identify and react to opportunities and threats in their environment and anticipate future changes. This paper reports on a case study on SF practices of Deutsche Telekom AG (DTAG). The foresight system of DTAG includes continuous scanning and issue-driven foresight activities. These SF activities generate value for DTAG in terms of reduction of...
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