领先用户在开放式创新社区中发挥着重要作用,成为产品创新的有力推动者.但网络环境下领先用户识别的研究刚刚兴起,相关研究非常缺乏.本文首先对开放式创新社区中领先用户特征进行理论研究,提出需求领先力、活跃表现力、社区影响力三大特征.然后基于改进的网络志方法,将定性的网络志和定量的数据分析结合,构建了识别领先用户的理论步骤.遵循社区选择原则,以知乎社区扫地机器人版块103位用户为研究对象,对用户的提问数、回答数等7个指标进行因子分析和聚类分析,识别出2位领先用户;并采用扎根理论,比较发帖内容和未来市场上扫地机器人新产品功能,发现领先用户提出的大部分建议会体现于未来新产品功能上,证明了领先用户识别方法的有效性.研究有助于完善领先用户识别方法,并为后续领先用户行为研究奠定坚实基础.

Consumer innovation in brand community is a frontier research topic in marketing area in recent years. Although some researchers began to explore the antecedents of consumer innovative behavior, the research on the relationship between consumers' regulatory focus and innovative behavior still remains incomplete. The study exa-mines the effects of consumers' regulatory focus on innovative behavior, in particular, the mediating role of con-sumer-to-consumer interaction by regulatory fit theory. Utilizing a sample of 295 members in Xiaomi Co. commu-nity, the results indicated that consumers' promotion focus had significantly positive effect on innovative behavior, however, consumers' prevention focus had significantly negative effect on innovative behavior. Moreover, quantity, scope and mode of consumer-to-consumer interaction played a complete mediating role in it.

借助博弈理论,以社会效益的最大化和新能源发电企业的可持续发展为目标,建立了一种发电企业和电网企业在不完全信息条件下对于上网电价的贝叶斯博弈,确定了上网电价的定价策略,通过测算分析,验证了模型的适用性.

By classifying the services provided by online group buying website in China into 3 types, restaurant service, entertainment service, travel and hair body care service, the paper aimed to examine the differences of the perceived value for those services. Empirical data was collected from a survey of online group buying users in China. The results of the empirical analysis indicate that customer's perceived value vary from service by service. There is a significant difference between entertainment service and other two kinds of services. Perceived value of the restaurant service is not significantly different from the Travel and hair body care service.

In order to research on initial e-commerce trust in the introduction stage, this study developed a model to explain the influence of individual's dispositional trust and technology trust on initial e-commerce trust belief based on previous research. Empirical data was collected from a survey of B2C e-commerce users in China to verify proposed hypotheses. The result shows that consumers' e-commerce trust belief is positively affected by both dispositional trust and technology trust. However, dispositional trust shows no obvious influence on technology trust.

Based on relative researches on E-Business trust and Institutional Economics,relationship between users' perceived effec- tiveness of institutional factors and their trust belief are modeled.Then the empirical research is conducted by means of Structural Equation Model.The result shows that the model has a good fitness.Hypotheses are also verified:Perceived effectiveness of Law and Technology, perceived effectiveness of 3rd Party organization can positively influence the reliability of trust belief.Furthermore,perceived effectiveness of Feedback System has a positive influence on both reliability and benevolence of user's trust belief.

According to Technology Acceptance Model and related E-Commerce trust theories,model of online trust based on TAM is proposed.Furthermore,the theoretical model and relative hypotheses are verified by the empirical research by means of Structural Equation Model.The result shows that,user's Perceived Ease of Use positively influences Perceived Use and Trust Belief of online transaction.What's more,both Perceived Use and Trust Belief of online transaction increase user's Trust Intension of online transaction.

From the perspective of social influence, this study developed an integrated model to explain different roles of social referents in an individual's e-commerce adoption based on theory of planned behavior (TPB) and trust relative theories. On basis of available research, online consumers' social referents were divided into three types: interpersonal norm, social norm of subjective norm and external norm on website. Empirical data was collected from a survey of users to verify proposed hypotheses. The result shows that consumers' use intention towards e-commerce is mainly determined by subjective norm and consumer's trust belief. Both interpersonal and social norm have positive effect on use intention, with the former a more important role. External norm by external referents on website shows a positive impact on users' trust but no significant effect on use intention. After consideration of the impact of external referents on customer behavior intention, the social influence on consumer's use intention is extend and different roles of various social referents can be better explained.

本文简要对电子商务中基于制度的信任的相关研究进行了概述,提出在电子商务在线交易中,应通过正式约束以及非正式约束建立起制度信任机制,即法律、技术保障和可信的第三方中介机构,以及在线交易主体的声誉反馈机制、合作规范等。

E-Business developed rapidly in recent years in China, especially C2C online auction. But trust building is also a main problem faced with C2C auction sites. In this paper we focus on the institutional trust mechanism of C2C online auction. By case study on two main auction sites, eBay and Taobao, which share most of the market, we investigated the institutional trust mechanism of them from four aspects: rules and policy, registration and authorization, payment and escrow service, feedback systems. Both of them make great efforts to win trust from users and prevent fraud. However, there are also problems with these mechanisms. Based on comparison, a few problems are discussed and suggestions are proposed.

在电子商务初始信任形成中,制度信任、气质信任、技术接受因素、Web界面的特征、内容管理等是影响客户信息的主要因素。信任传递也发挥着重要作用。但随着双方交易活动的增多,建立起关系信任,其他在初始阶段并未显现的因素,如关系标准、规范、共同价值理念等,将进一步成为信任的重要影响因素。