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Economic Survey
 
2014 Vol.31 Issue.5
Published 2014-09-10
Original articles
1 A Research on the Different Impacts of Urbanization Stages on Carbon Emissions ——Based on the Panel Data of Provinces
REN Hai-jun, LIU Gao-li
Based on 1997~2011 panel data of 30 provinces in China, this paper analyzes the different impacts of three urbanization stages on carbon emissions by using the STIRPAT model, and verifies whether the environmental Kuznets Curve exists in different urbanization stages. The results show that, along with the development of urbanization, the driving effect of urbanization on carbon emissions becomes smaller and smaller, but the miniaturization of household size plays a more and more important role in the increase of carbon emissions; per capita wealth has a significantly positive impact on carbon emissions in the three urbanization stages, especially at the middle stage of urbanization; the environmental Kuznets curve exists in the initial stage, middle stage and higher stage of urbanization, but reaching the turning point of carbon emissions needs 12 years, 31 years and 23 years respectively. Finally, it proposes targeted counter-measures to reduce carbon emissions according to its characteristics in different stages of urbanization.
2014 Vol. 31 (5): 1-7 [Abstract] ( 3722 ) [HTML 1KB] [ PDF 819KB] ( 2448 )
8 A Research on the Influencing Factors of Location Choice of Polluted Industries ——Based on the Panel Data of Eight Comprehensive Economic Regions
PENG Wen-bin, CHEN Bei, WU Wei-ping, KUANG Chang-e
Based on the provincial panel data form 1996 to 2011, we constructed the model of location choice of polluted industries and empirically analyzed the influencing factors of location choice of polluted industries from the nationwide and the eight comprehensive economic regions. The results show that the factors of influencing choice of polluted industrial location vary from the difference of natural environment, cultural environment, economy development level and the opening to the side-world. In the national overall level, capital and environment policy are the main factors for pollution industrial transfer. In the eastern coastal and the great northwest areas, the main influencing factors of polluted industrial location choice is capital. In the southern coastal and the middle reach of Yangtze River, the main factors are capital and the quantity of market demand. In the northern coastal, the main factors are capital and labor. In the northeast area, the main factors labor, tax and the quantity of market need. In the middle reach of the yellow river, the main factors are capital, labor and the quantity of market need. In the great southwest area, the main factor is the opening to the side-world.
2014 Vol. 31 (5): 8-13 [Abstract] ( 3370 ) [HTML 1KB] [ PDF 0KB] ( 1512 )
14 Density, Distance, Division Affect Urban Labor Productivity ——An Empirical Study Based on the Dynamic Panel Data of Sichuan Province during 2000~2010
NI Lin, GAO Dan
The paper uses the data from 2000 to 2010 of 18 local cities to build the dynamic panel data models, which are measured by economic density, distance from Chengdu and domestic labor market division. For building the dynamic panel data models, birth rate, foreign direct investment and fixed assets per capital are used as controlled variables. In order to avoid endogeneity and heterogeneity in the models, we use two-step system GMM estimation method, and then obtain some more accurate results. The result shows that urban labor productivity is positively correlated with economic density, distance to Chengdu and urban-rural labor markets division.
2014 Vol. 31 (5): 14-19 [Abstract] ( 3191 ) [HTML 1KB] [ PDF 706KB] ( 1710 )
20 Leading or Balanced ——A Spatial Econometric Analysis on Urban Primacy and Economic Growth
ZHOU Zhi-peng, XU Chang-sheng
Considering the spatial dependence,this paper uses the Spatial Panel Durbin Model to explore the relationship between urban primacy and economic growth empirically and also divide the total effects into indirect and direct effects.It reveals that there is no empirical evidence to support the non-linear relationship between the degree of urban primacy and economic growth in China;in the short run,the effect of one province’s urban primacy on this region is not significantly positive but on its neighborhood significantly negative;in the long run,the indirect effects and direct effects of urban primacy on economic growth is not significantly positive and significantly negative respectively from 1989 to 2009.Leading strategy enhances economic growth and hinders the neighborhood economic development in the short run and it should adopt a balanced strategy because local economy will be pressed in the long run and enhance cooperation between regions for policy making in different levels of government.
2014 Vol. 31 (5): 20-25 [Abstract] ( 3646 ) [HTML 1KB] [ PDF 666KB] ( 1880 )
26 The “Tread Wheel” Effect in the Development of Agricultural Cooperatives ——A New Theory and An Empirical Test Based on VAR Model
LOU Feng
Based on VAR model of empirical analysis, this paper takes the American cooperatives as an example to name and verify the “tread wheel” effect during the evolution of cooperatives. Namely, with the commodification of agricultural production, the farmers found the cooperatives to improve the level of their per capita labor productivity. Then, the increasing output intensifies the market competition. The small and weak cooperatives go bankrupt or are merged while the surviving expand the scale of management and have their service capacity enhanced, which continuously improves their members’ per capita labor productivity to deal with intensifying competition. However, it also intensifies the competition, which will improve members’ per capita labor productivity again, resulting in competition intensified. The “tread wheel” moves in circles continually, so that the average scale of cooperatives larger and larger, with the members’ per capita labor productivity improved continuously and the total number of cooperatives decreasing. This paper makes a profound analysis of the change rule mentioned above——the operation mechanism of the “tread wheel” effect,expecting to reveal the inner mechanism and evolution rule of the cooperative development in order to provide a reference for the policies matching time of the development of the cooperatives in China.
2014 Vol. 31 (5): 26-31 [Abstract] ( 2891 ) [HTML 1KB] [ PDF 781KB] ( 2860 )
32 An Empirical Analysis on Social Networks, Access to Information and Entrepreneurship of Farm Households
WU Ben-jian, HU Li-fang, MA Jiu-jie
Based on the research data, this paper analyzes the mitigation effect of social capital on funding constraints and information constraints, which is faced by the farm households. Firstly, it proposes hypothesis of social capital, which are capital accumulation utility and information accumulation utility; secondly, by Probit model, the measurement results show that different dimensions of social capital have different influence on the entrepreneurship of farm households, and social networks has funding accumulation utility which is based on the informal finance alternative to formal finance; access to information has information accumulation utility; and the information accumulation utility is greater than funding accumulation utility.
2014 Vol. 31 (5): 32-37 [Abstract] ( 3232 ) [HTML 1KB] [ PDF 827KB] ( 1777 )
38 A Study on the Relationship betweenAgricultural Fossil Energy Input and Labor Transfer
NIU Liang-yun
The labor transfer has stimulated the input of agricultural fossil energy, and also was affected by the fossil energy reaction. This paper measures the input amount of China agricultural fossil energy between the period of 1993 to 2010, and uses the co-integration and error correlation model to test the relationship between them. The results show that when agricultural labor transfers 1%, the input amount of agricultural fossil energy increases by 0.52%; when current energy input increases 1%, the labor transferred 0.14% ; the lag fossil energy input increases 1%, the current labor transfers 0.24%. So the agricultural fossil energy input should increase, in order to supply abundant labor resources for industrialization. And meanwhile, the production material utilization efficiency should advance in order to avoid the excess input of fossil energy.
2014 Vol. 31 (5): 38-42 [Abstract] ( 2842 ) [HTML 1KB] [ PDF 679KB] ( 1800 )
43 The Comparative Advantages of Import Goods in Chinese Market
WEI Hao, GUO Ye, SHEN Rong
In this paper, we analyze the comparative advantages of Chinese different import products between 2000 and 2011. We also analyze the comparative advantages of import products that come from 14 countries. The results show that: during 2000~2011, import goods that have comparative advantages in Chinese market have declined. On the one hand, the comparative advantages of low-skilled and middle-level technical goods have declined sharply. On the other hand, the comparative advantages of primary products and resource-based products have improved. China import technology-intensive products from developed countries, resources products from developing countries. As for products that have comparative advantages or monopoly advantages, China should promote diversification of import countries and improve the bargaining power of import.
2014 Vol. 31 (5): 43-49 [Abstract] ( 3142 ) [HTML 1KB] [ PDF 857KB] ( 1734 )
50 The Attractive Effect of Innovation Resource from Investment and Trade
FU Lei,QIANG Yong-chang,SHEN Shu-ming

This paper focuses on the attractive effect of innovation resource through international trade and foreign investment. It sets up theoretical and empirical model and tries to analyze the differences of attractive effects between trade, investment and government policy. With the help of Keynesian cross macroeconomics model and C-D productive function, this paper analyzes the formation of attractive effects. Basing on the theoretical analysis, it further sets up panel data model to do empirical study. After getting the estimators, this paper tries to figure out the issue that how developing countries culminate and keep the innovation resources by comparing the effect value. The results present that FDI, both inward and outward FDI as well as exports do have significant, active attractive effect. Nevertheless, imports have negative attractive effect on innovation resources. As regard for government policy, there are mixed effects. The policy inspiration is that developing countries should emphasize the FDI and exports to promote innovation resource accumulation actively and eliminate imports’ negative influences.
2014 Vol. 31 (5): 50-55 [Abstract] ( 2840 ) [HTML 1KB] [ PDF 753KB] ( 1709 )
56 The Influence of Exchange Rate Volatility on Regional Exports ——Based on the Perspective of Heterogenous-firm
CHEN Ting
Using the Chinese manufacturing firm-level panel data from 1999-2007, and dynamic panel data model, considering the effect of firms’ TFP, this paper estimates the effects of RMB real effective exchange rate(REER) on export revenues of Chinese enterprises from different areas. The results show that one percent RMB appreciation of REER reduces export revenues of the eastern, central, western and northeast areas by 4.73%、3.93%、3.76 and 3.96% separately. Furthermore,one standard deviation increase in TFP raises these numbers to 4.68%、3.88%、3.72 and 3.93%, then the higher the TFP of the firm, the smaller the exchange rate elasticity of exports, and the smaller the effect of exchange rate on exports. So, when the exchange rate changes, the firms located in the east with low productivity are most affected, while the firms located in the west with high productivity are least affected.
2014 Vol. 31 (5): 56-61 [Abstract] ( 2759 ) [HTML 1KB] [ PDF 725KB] ( 1889 )
62 Effect of Age Structure on Savings Rate in Asia ——Based on the Model of HW
CHEN Jing, HUANG Xian-feng, FENG Zhi
The variations of age structure will surely pass on to economic growth through a series of intermediate factors. During the process of population age structure variation, the decrease of dependency load will form a very important “structure dividend” to economic growth——the demographic dividend. However, systematic researches on the relationship between China’s age structure variation and economic growth are still insufficient. This paper studies on the effect of age structure on savings rate in Asia based on the model of HW, and will discuss how to obtain the second dividend during aging in China. The association between the age composition of a nation and its savings rate observed within 17 Asian countries from 1960 to 2009 is re-estimated here. The results show that the demographic transition significantly promotes the saving rates of Asian, while the economic and social development policies in Asia provide opportunities for the use of demographic transition effect. To be specific, the negative correlation between aging and savings rate will be more and more significant and the decrease of child proportion had made a contribution to the increase of savings rate. That lagged savings is assumed exogenous or endogenous has no obvious effect on the results, and real interest rate has bigger effect on the results. During population aging demographic dividend will be sustainable through attracting much money to pension system, rather than savings rate rising and transfer of capital between generations.
2014 Vol. 31 (5): 62-67 [Abstract] ( 3006 ) [HTML 1KB] [ PDF 780KB] ( 1653 )
68 The Influencing Factors for Private Capital to Enter Strategic Emerging Industry ——Based on the SEM with the Data of 204 Sample Companies
CHENG Gui-sun, SUN Xin-yi, RUI Ming-jie
Strategic emerging industries have become the important motive to promote technological innovation, industry transformation and a new round of economic growth, and private capital has played an vital role in the development of strategic emerging industry in China. Government service, enterprise resource, government policies, social culture and economic environment affect private enterprises’ desire to enter the strategic emerging industries. Based on the valid survey of 204 companies, theoretical hypothesis are tested by structural equation model. The results show the more resource and capacities, the more entry of private enterprises into strategic emerging industry; efficient government service has a direct effect on the entering desire of private enterprises, and positive factors exist in economic environment; however, the government policy and social culture do not affect the entry of private enterprises directly while it can do so by improving the capacities of private enterprises. Finally, these results will be a useful reference for the government departments to promote private enterprises to enter and develop strategic emerging industries.
2014 Vol. 31 (5): 68-74 [Abstract] ( 2842 ) [HTML 1KB] [ PDF 1021KB] ( 1639 )
75 The Influencing Factors of the Service Industry Development in China ——Based on the Empirical Analysis of Provincial Panel Data
WEI Jun-ying
The article identifies the factors affecting the development of service industry by considering the regional differences and analyzes the impact of those factors on the development of service industry by the gradual system of GMM based on the provincial panel data from 2005 to 2011. The results show that labor and capital inputs have a stable but relatively small positive influence, of which the capital has a smaller effect; the main factors include aggregation degree of service industry, development inertia, economic development level and the level of industrialization, such factors have a larger significantly positive influence on the development of service industry; final demand has a significant but relatively small negative effect. Based on the above results, it comes to the conclusion that promoting the further development of service industry needs to increase capital investment in modern service industry, to stimulate the final consumption demand, to propel service trade liberalization and guide service industry cluster development.
2014 Vol. 31 (5): 75-80 [Abstract] ( 3235 ) [HTML 1KB] [ PDF 659KB] ( 2068 )
81 An Empirical Research on the Present Situation of the International Division of Cultural Industry of Our Country to Participate in the Value Chain Perspective ——Based on the Measurement of Technical Content
GUO Xin-ru, LIU Ji, TANG Yue-min
The author analyzes the location and status of China’s cultural industry development in the international division of value chain by measuring the technical content of cultural industries in ten countries, such as Britain, the United States, Japan, France, Germany, Korea, and etc., in attempt to scientifically reflect the gap of global division of labor in the cultural industry value chain between China and developed countries in the past decade, and to find out the strategy to enhance China’s position in global GVC. Studies show that: the technical content in world’s cultural exports was Goose pattern, although that of China has significantly increased since 2002, and China’s cultural industry is still at the low end of the global value chain, where entry barriers and power asymmetry are external factors, market segmentation and applications of innovative “technology” lagging behind are internal factors. Therefore, necessary means to promote China’s cultural industry in climbing the value chain in GVC are promoting the integration of high-tech and cultural industries, encouraging and guiding innovative condition through various innovation systems, and reconstructing the cultural industry value chain via the high-tech.
2014 Vol. 31 (5): 81-86 [Abstract] ( 2674 ) [HTML 1KB] [ PDF 875KB] ( 1707 )
87 The Welfare Evaluation of Market Competition, Entrepreneurial Employees Entering and Competition Policy
WU Fu-xiang, CAI Yue
Based on the view of entrepreneurial employees endogenously entering the market and participating in the competition, this paper constructs an internal market entry model which has made welfare evaluation for stopping entrepreneurial employees prior to entering and competition policy effect. The research finds that lower market entry barriers may not be able to promote market competition, even against the social welfare. When there’s the risk of entrepreneurial employees prior to entering, differences between employees’ abilities and controllable degrees will not only influence the employment decision of enterprises, but also affect the level of social welfare. Therefore competition policy must fully consider industry technical property. It is crucial to strengthen the entrepreneurial employees’ integrity and to protect intellectual property for those high-tech manufacturing industry and R&D services. Besides, it also has great significance to create our national brand and fulfill social good faith duty by increasing the default cost of entrepreneurial employees endogenously entering and the tort of punishment.
2014 Vol. 31 (5): 87-92 [Abstract] ( 2624 ) [HTML 1KB] [ PDF 775KB] ( 1602 )
93 A Study on the Relationship between Leadership Styles and Innovation Performance: Innovation as Mediator
CHEN Wen-pei
Based on the extant literature, this study attempts to provide a conceptual model for how leadership style influences innovation performance using exploratory innovation and exploitative innovation as mediator. Using data gathered through a survey of 314 enterprises, we empirically test the impact of leadership styles on innovation performance. The results show that among transformational leadership, transactional leadership, exploratory innovation and exploitative innovation have a significant effect on innovation performance. The full mediating effect of exploratory innovation on the relationship between transformational leadership and innovation performance, exploitative innovation on the relationship between transactional leadership and innovation performance are proved.
2014 Vol. 31 (5): 93-97 [Abstract] ( 2914 ) [HTML 1KB] [ PDF 632KB] ( 2658 )
98 The Influencing Factors of Consumers’ Purchase Intention in the Internet Advanced Sale
SHAN Mi-yuan, YANG Pei, ZHANG Ren-long
The internet advanced sale refers to the C2B model which the supply chain makes optimization from back-to-front, that before the completion of the production of the product, rapidly gathers the consumers’ demands by showing products information in the online shopping platform. This study explores the influence of product factors and situational factors on consumers’ purchase intention, combined consumer personal characteristics though questionnaire survey and regression analysis. The results show that the functional value, hedonic value, financial incentive in product factors and information quality, reputation in situational factors decide whether to buy, but the brand awareness and time pressure have no significant effect on consumers’ willingness to purchase. The results of multiple hierarchical regression further show that consumers’ differences in self-efficacy and time preference can affect the influence of product factors on consumers’ purchase intention. The conclusion can provide a useful reference for the business making better use of the internet advanced sale.
2014 Vol. 31 (5): 98-102 [Abstract] ( 2930 ) [HTML 1KB] [ PDF 698KB] ( 1942 )
109 Internal Control, Nature of Actual Controller and Corporate Social Responsibility   ——Empirical Evidence from Chinese Listed Companies
LI Zhi-bin
The paper investigates the spit-off effect of internal control based on the views of corporate social responsibility by using the data of listed company. Internal control of enterprise is the institution foundation and self-discipline system of corporate governance, and should directly influence the fulfillment of corporate social responsibility. Internal control has the positive effect on enhancing CSR by the regulating function of internal control. The empirical results indicate that the internal control has the positive effect on the CSR. Compared with non-state owned enterprises, the state-owned enterprises could fulfill CSR better than non-state owned enterprises on the whole, and internal control of state-owned enterprises has more powerful positive effect on CSR than that of the non-state owned enterprises.
2014 Vol. 31 (5): 109-114 [Abstract] ( 3224 ) [HTML 1KB] [ PDF 767KB] ( 3539 )
115 Does the Accounting Standards Convergence Enhance the Accounting Transparency?    ——An Empirical Study on the A+H Share Companies
ZHANG Xiao-fei
Accounting information transparency is an important part of stock market transparency, and high degree of accounting information transparency can reduce information asymmetry and investors ‘expectations of capital market risk, and lead the investors’ judgment and rational decision-making, in order to achieve the optimal allocation of resources. One of the main purposes of the accounting standards convergence is to enhance the accounting information transparency, but whether the accounting standards convergences can enhance the accounting information transparency has not been tested. Based on this, the paper chooses the companies which to issue A shares and H shares from 2007 to 2010 as the research sample to construct the accounting standards convergence index and analyze the effects of the accounting standards convergence on the accounting information transparency. The results show that the accounting standards convergence do enhance the accounting information transparency. This shows that the Chinese accounting standards reform is fruitful.
2014 Vol. 31 (5): 115-120 [Abstract] ( 3069 ) [HTML 1KB] [ PDF 736KB] ( 2318 )
121 Effective Exchange Rate, Wage Rate, and Structural Change   ——The Theory and Empirical Analysis from East Asia High-growth Economies
DING Yi-bing, FU Ying-jie, LIU Lu
This paper develops a two-sector model of an open economy, and utilizes the ISIC 2 digit sectoral data from the Asian Economies which have high growth rates, compares the effects of the movements of the wage rate, the nominal effective exchange rate, and the real effective exchange rate on structural change. By using the GMM estimation of the dynamic panel data model, we find that the change in nominal effective exchange rate has no significant effect on both inter-sectoral and intra-sectoral relative output, but decrease in real effective exchange rate can promote the optimization of inter-sectoral structure and the increase of nominal wage rate can promote the optimization of intra-sectoral structure.
2014 Vol. 31 (5): 121-127 [Abstract] ( 2949 ) [HTML 1KB] [ PDF 840KB] ( 1672 )
128 Carbon Emission Restriction, R&D Subsidy and Bias of Technological Change   ——Based on the Situational Analysis of DCGE
YE Hong-qing, SONG Yi-hong, HE Xu-bo
This paper designed simulated scenarios about carbon emission restrictions and R&D subsidy policies based on policy efforts and time of introduction. After that, we used computable general equilibrium model simulating how bias of technological change vary under different experiment policies. Some important results were achieved: First, the emission restrictions will speed up fossil fuel saving and clean energy using biased of technological change, and the introduction time has opposite effects on these two technological change. Second, subsidy policies will promote knowledge to substitute other production factors and speed up knowledge using biased of technological change in the mean time. However, higher rates of subsidy will lead to excessive subsidies, resulting in GDP loss. Third, when implementing the combined policies, capital using biased of technological change will slow down but knowledge using and fossil fuel saving biased technological change speed up. The loss of GDP will be reduced if combining policies earlier under a moderate level of subsidies rate.
2014 Vol. 31 (5): 128-133 [Abstract] ( 3372 ) [HTML 1KB] [ PDF 762KB] ( 1695 )
134 An Analysis on the Scale Efficiency of the Central Region’s Fiscal Spending   ——Taking the Case of Henan Province as An Example
YIN Qiang
The economy of the six provinces of mid-China has a rapid development after the rise-planning of the central region. Meanwhile, the fiscal spending of the six provinces of mid-China is expanding continually. The author is concerned with whether the fiscal spending can achieve the macro-scale efficiency. This article, taking Henan Province as an example, employs a co-integration analysis by using production function, leading into four variables including fiscal spending and economic growth. The result shows the optimal scale of Henan Province's fiscal spending should be at 29.94 percent of the GDP of Henan Province. However, the fiscal spending scale of Henan Province is inadequate at all. So the central region needs the central government to increase the “equalization” transfer payments so as to strengthen the local finance.
2014 Vol. 31 (5): 134-138 [Abstract] ( 2658 ) [HTML 1KB] [ PDF 663KB] ( 1636 )
139 An Empirical Examination of Transfer Risk in China’s Interbank Market    Based on the Matrix Method
ZOU Wei, LI Na
Subprime crisis has caused regulators and academia’s general attention to the systemic risk of financial system., especially since the exist of the exposures in the interbank market, the risk may spread throughout the banking system and eventually lead to serious crisis. This paper, which is based on 2011 listed bank data, studies the interbank market transfer risk by using matrix method, then takes into account the increasing non-bank financial institutions’ trading proportion. So taking this kind of transaction data into the model to re-estimates, the results show that the probability of inter-bank market’ systemic risk is increasing, expressed as the increased number of risk contagion source banks and expanded risk infection scope.
2014 Vol. 31 (5): 139-144 [Abstract] ( 2992 ) [HTML 1KB] [ PDF 918KB] ( 1940 )
145 The Influence of Investor Heterogeneous Belief on the Resource    Allocation Efficiency and its Optimization Way
LONG Jing
Based on the Chinese stock market, this empirical research studies on whether investors heterogeneous beliefs affect resource allocation efficiency, and establishes the relation model between the investor heterogeneous beliefs and resource allocation efficiency. Using investors heterogeneous beliefs, this paper suggests the adjustment mechanism for allocation efficiency of securities market regulation. This paper also sets up a optimization model for the efficiency of resource allocation optimizing path.
2014 Vol. 31 (5): 145-149 [Abstract] ( 2506 ) [HTML 1KB] [ PDF 685KB] ( 1777 )
150 A Study on the Economic Growth and Fluctuation Effect of the Fixed Investments   ——Based on the Time-series Data from 1981～2012
WEN Xiao-cai
Investment is one of the key factors that influence the economic growth. Based on the data of the fixed investments from 1981-2012, the author conducts an ADF test, a co-integration analysis and a Granger test of causality upon the data with the help of Eviews 6.0. The results show that there exists a co-integration relationship between the investments and economic growth, and the former has remarkable impact on the latter. Our study also reveals that the investment fluctuation shares the same frequency of occurrence with the economic fluctuation, and a similar wave length. In relative terms, the amplitude of the investment fluctuation is significantly greater than the economic fluctuation; in other words, economic growth is lagging behind investments.
2014 Vol. 31 (5): 150-155 [Abstract] ( 2830 ) [HTML 1KB] [ PDF 684KB] ( 1746 )
156 Evidence on Borrower Discouragement of SMEs:    Effects of Bank-Firm Relationships and Ecological Environment of Finance
LIANG Di
Using a firm-level dataset from Investment Climate Survey conducted by World Bank, we study the SMEs who are discouraged from applying for bank loans for reasons. Empirical findings indicate that firms which are larger, more profitable and faster-growing are less likely to be discouraged. We also find evidence that bank-firm relationships have a significant impact on the probability of a firm being discouraged. Further analyses show that this impact is even stronger in cities with better ecological environment of finance.
2014 Vol. 31 (5): 156-160 [Abstract] ( 2659 ) [HTML 1KB] [ PDF 683KB] ( 1932 )
103 The Influence of Reminding Message on Intention of Buying Online: The Moderating Effects of Gender and Regulatory Focus
XIONG Su-hong, JING Feng-jie, QIU Han-guang

When the price gap is not significant between buying online and buying offline, where do consumers choose to buy, online or offline? This article aims to explore how reminding message affects consumers’ intention of buying online. It proposes that comparing to ordinary message, reminding message increases the consumer’s intention of buying online, but this effect is moderated by gender and regulatory focus. Two experiments demonstrate that (1) reminding message increases the consumers’ online-buying intention; (2) gender moderates the relationship between reminding message and intention of buying online, i. e., reminding message influences female greater; (3) regulatory focus moderates the relationship between reminding message and intention of buying online, i. e., reminding message influences prevention focused consumers greater. This research enriches literatures relating to frame effect, information persuasiveness and online shopping, as well as provided advice on designing shopping sites.
2014 Vol. 31 (5): 103-108 [Abstract] ( 2918 ) [HTML 1KB] [ PDF 672KB] ( 1705 )
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