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| 1 | “理想型”和“责任型”消费者对企业捐赠战略偏好的研究显示文摘随着消费者对企业道德越发关注,媒体慈善报道对企业声誉影响越来越大。本文主要研究企业相同预算、不同捐赠战略同消费者特质性聚焦导向对企业慈善行为评价的交互影响。本文数据来源于一个定性访谈和一个实验,采用t检验和spotlight等分析方法,最终证实企业捐赠不同捐赠战略同消费者特质聚焦导向之间的交互作用显著,综合对消费者评价和态度产生影响。消费者对于企业的高频低额和高额低频捐赠战略,前者感知为企业努力意愿更强,与促进聚焦导向匹配;后者感知为能力规模较强,与防御聚焦导向匹配。因此,'理想型'导向消费者偏好企业高频率捐赠,对其评价更高,产品的购买意愿更强;'责任型'消费者相对偏好企业的高金额捐赠,对其产品的购买意愿更强。 | 朱琳琳 | 2015 | 营销科学学报(辑刊)2015，9，3： | 2 |
| 2 | Differences in the Motivation of Teenage Learners of English in A Chinese Language Context显示文摘This paper aims to explore motivational variations in different teenage English learner groups in Chinese context.Drawing on L2 Motivational Self System as the theoretical framework,combining You and Dornyei’s research with my professional teaching experience,this paper found that students who learn English for the purpose of passing the exam,ought-to L2self dimension is the highest,with L2 learning experience and ideal L2 self following behind.Students who tend to live or study abroad,ideal L2 self is the best predictor,followed by L2 learning experience and ought-to L2 self.This indicates that teachers should improve teaching methods,apply motivational strategies in the classroom,and encourage and help students to use selfmotivating strategies to motivate themselves. | 桂佳 | 2016 | 海外英语2016，，8： | 0 |
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