Current Issue

2015, Vol. 17 No. 5 Published:30 October 2015

Characteristics and Trend of Current Development of We Media

ZHANG Xiao-fan

2015, 17 (5): 1-5.

Abstract ( 1033 ) PDF (0 KB)( 1186 )

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With the rapid development of mobile Internet, the form and variety of media have changed a lot The emergency of new media, such as smart terminals, microblog and WeChat, increasingly integrates media with personal life, making media become “Extension of Man” Meanwhile, We Media has realized the seamless connection between man and media, which further verifies Mcluhan’s prediction Based on communication theories, the communication ecology, communicators, channels and receivers of current We Media are analyzed, and the future development trend of We Media is discussed as well

The Reflection and Construction of Youth Discourse System of the Communist Youth League Website of University Under the Perspective of Modernity

LIU Jia

2015, 17 (5): 6-11.

Abstract ( 699 ) PDF (0 KB)( 200 )

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The Communist Youth League website is an important carrier for the university to carry out ideological and political education in the virtual network society, and is also the "physical intermediary" and "cultural intermediary", through with the Communist Youth League plays the role in ideology guidance. Symbols and terminology, meaning presupposition and interpretation, discourse mode are the three basic elements of the discourse system of the Communist Youth League website. Modernity of discourse system of the website should be constructed from five aspects: first, actively respond to the needs of youth in content design; second, use visual means to release the youthful energy in the websites; third, adopt youth language to make theoretical interpretation; fourth, tell youth story with life, youth-oriented way of speaking; five, integrate the youth discourse system construction into everyday life.

Relationship Between the Content of Listed Enterprises’ Information Released on Social Media and Stock Trading Volume

ZHANG Dong-kai，QI Jia-yin

2015, 17 (5): 12-22.

Abstract ( 722 ) PDF (0 KB)( 195 )

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Semantic analysis is conducted about the information released on Twitter from the 142 enterprises listed in S&P 500 enterprises The information is categorized as enterprises’ image enhancing information and non-image enhancing information, and the relationship between these two types of information and stock trading volume is empirically studied, and the interactive effects of the information are tested It is found that, the image enhancing information can effectively improve the perceived value of investors and reduce the degree of information asymmetry, and has the significantly positive correlation with the stock trading volume Meanwhile, most non-image enhancing information is neutral, which distracts investors from dealing with the image enhancing information and intensifies the degree of information asymmetry; and have the negative correlation with the stock trading volume The non-image enhancing information weakens the positive correlation between the image enhancing information and the stock trading volume This study provides a new way to explore the business value of enterprises’ social media

Dimension of E-commerce Ethics from the View of E-ecology

WU Yue-e

2015, 17 (5): 23-31.

Abstract ( 736 ) PDF (0 KB)( 185 )

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E-commerce ethics is a new hotspot in the field of network consumption research in recent years Combined with the ethical issues in e-ecology, the concept of e-commerce ethics is defined Through literature review, in-depth interviews, group discussion and other methods, the dimensions of e-commerce ethics are researched and measured The results show that the e-commerce ethics is composed of five dimensions: integrity, privacy, security, fulfillment and justice The empirical analysis shows that the five dimensional measurement model of e-commerce ethics has good internal consistency reliability, convergent validity and discriminant validity

Influencing Factors of Online Reviews Usefulness Based on Sentimental Orientation and Observational Learning

SHI Wen-hua, GAO Yu, HU Ying-yu

2015, 17 (5): 32-39.

Abstract ( 806 ) PDF (0 KB)( 198 )

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The existed studies of online reviews have been carried out under the background where consumers cannot make positive comments and negative comments for the same goods separately While similar comment system like “zolcomcn” has already allowed consumers to offer both positive and negative comments separately, and makes it possible for customers to show their reviews by pictures The impact of online reviews which distinguish positive comments and negative comments and the observational learning behavior based on the reviews by picture on the usefulness of online reviews is studied Conclusions show that the extreme of star ratings, the review length, and the reviews by picture have significant effect on the usefulness of online reviews under the distinguishing background; the impact of negative online reviews is greater than that of the positive ones

Impact of Online Shopping Information Context on Consumers’ Product Evaluation ——Based on Heuristic-Systematic Model

LU Yan-feng1，FAN Xiao-ping2，WANG Li1

2015, 17 (5): 40-46.

Abstract ( 727 ) PDF (0 KB)( 220 )

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Based on heuristic-systematic model(HSM), this paper attempts to develop a framework for investigating consumers’ information processing mechanism(heuristic or systematic)in the context of the network and verify their tendency of saving mental resources 2 × 2× 2 × 2 online shopping experiment model which simulates the real context is designed to analyze consumers’ evaluation to products The results show that the tendency of saving cognitive effort, decision-making clues and decision-making scenarios are the main factors to the decision-making process Consumers still tend to save cognitive cost, and their process follow the rule of balancing the cognitive effort and decision-making confidence Only if the low cost heuristic processing approach cannot meet consumers’ information processing needs, will consumers implement high cost systematic information processing

User’s Psychological Resistance and Acceptance Intention to Mobile Internet Proactive Recommendation Services

WAN Jun, GUO Ting-ting, WU Zheng-xiang, ZHANG Hui

2015, 17 (5): 47-53.

Abstract ( 810 ) PDF (0 KB)( 201 )

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Taking mobile Internet proactive recommendation services as the research subject, influencing factors that cause users’ psychological resistance to recommendation services in mobile Internet marketing is explored According to the situation of the services and psychological resistance theory, a theoretical model about factors which would affect users’ psychological resistance and acceptance intention to mobile Internet proactive recommendation services is constructed 264 valid questionnaires are collected based on context experiment; the model is tested by structural equation model The result reveals that users’ acceptance intention to mobile Internet proactive recommendation services has negative correlation with their psychological resistance emotion, and the later is influenced by information factor, context factor and acceptor factor The study provides some references for enterprises in reasonably designing mobile Internet active recommendation system, reducing the mobile marketing costs, and improving consumer acceptance

Development Research of Digital Content Small and Micro Enterprises Based on Social Capital and Human Capital

WANG Ming-peng, YAO Qi-chang, SUN Qi-ming

2015, 17 (5): 54-59.

Abstract ( 676 ) PDF (0 KB)( 197 )

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The fast growth of digital content small and micro enterprises is also combined with a high extinction rate, and how to make them become stronger should be what the government and academia pay close attention to From the perspective of social capital and human capital, the influencing factor system of small and micro enterprise development is constructed Then, combined to survey data, the weight of the internal social capital, external social capital, general human capital and special human capital is determined by using analytic hierarchy process, and the calculation formula of the enterprise growth level is summarized It is found that the development of digital content small and micro enterprises is mainly influenced by external policy, financing environment, innovation ability and technical level The government must establish the corresponding special policy and management system, and perfect social service system, to make these enterprises develop stably and sustainably

Herding Behavior and Its Influencing Factors of China’s Securities Investment Funds

TAO Yu, LIU Yin, PENG Long

2015, 17 (5): 60-67.

Abstract ( 719 ) PDF (0 KB)( 188 )

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Securities investment funds herding behavior and its influencing factors are investigated by using the data of all quarterly transactions made by securities investment funds in China’s stock market based on the LSV and FHW measures Higher herding level is found in China’s stock market compared to developed capital markets, and it is periodic and especially high in the second quarter each year Herding behavior is proved to be more intense among small and medium companies and when the market is under stress Herding level is also different among different industries Suggestions on improving fund investment behavior are put forward based on the research

Consumer Financial Education and Diversification of Social Security Choice for Household ——Empirical Analysis Based on PSM

ZHOU Hong

2015, 17 (5): 68-75.

Abstract ( 739 ) PDF (0 KB)( 187 )

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The impact of financial education on diversification of social security choice for household is empirically analyzed with propensity scoring matching(PSM) It is found that under the mixing samples, the level of financial education for consumers affects diversification of social security choice for household significantly Division by consumer occupation shows that compared with other consumers, consumers who work in public and technical sections have significant differences in pension insurance and long-term investment aimed at security under the background of outstanding industry differences, while difference in pension savings is not showed significantly

Team-based Learning Practice in the Course of “Signals and Systems

YIN Xiao-li，SANG Hong-qing

2015, 17 (5): 76-80.

Abstract ( 668 ) PDF (0 KB)( 211 )

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Team-based learning(TBL)teaching method is a new pedagogy proposed by American educationalist Michaelsen in 2002, which emphasizes the cultivation of students’ innovation ability and sense of participation The feasibility of TBL teaching method is studied and the teaching practice is carried out based on the characteristics of the “Signals and Systems” course Team-based activities mainly include the tests and discussions in class, and summary of basic concepts and practical problems solving after class To explore the effectiveness of this pedagogy, the performances and grades of students in TBL-aided classes with non-TBL classes are compared The results show that the TBL teaching has a positive effect on students’ study, and it not only improves the grades of students, but also the consciousness of autonomic learning and the ability of analyzing and solving problems

Exploring Chinese EFL Students’ Perceptions of(Online)Peer Assessment

SU You，LIAN Jing-jing，ZHENG Chun-ping，JIN Mei

2015, 17 (5): 81-88.

Abstract ( 1049 ) PDF (0 KB)( 227 )

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Based on an existing instrument for investigating students’ perceptions of peer assessment(PA), a questionnaire was developed to study Chinese EFL students’ perceptions of PA and online PA through collecting data from students of a key university in Beijing Students’ perceptions were examined from four subscales: positive attitudes, online attitudes, understanding-and-action attitudes and negative attitudes Results show that students involved hold positive attitudes towards both PA in class and online PA, but they have a slightly reserved attitude towards online PA It is also revealed that there is no significant difference between students of different majors, but male students hold more negative attitudes towards PA fairness than female students do

Empirical Study on Enterprises’ Participation in the Industry-Academy-Research Cooperative Education Model and Cooperative Mechanism

LI Wei-chun1，ZHAO Shu-min2，XIE Kai-yong1

2015, 17 (5): 89-95.

Abstract ( 720 ) PDF (0 KB)( 206 )

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The enterprises’ participation in the industry-academy-research cooperative education has strong practical significanceHowever, enterprise plays a key role in the cooperation. Starting from enterprises’ willingness to participate in the industry-academy-research cooperative education, through the analysis of different types of enterprises’ survey data, the multiple linear regression model and the second order confirmatory factor analysis model which can predict enterprises’ intention to participate in the cooperative education are built The results show that not only can analyzing enterprise’s evaluation to dynamic mechanism, operation mechanism, safeguard mechanism and interest mechanism predict its willingness to participate in cooperative education, but also the strength of the willingness can be improved by optimizing the mechanism The results can help clearly define enterprise’s appeal, focus on spreading and sharing of organization’s tacit knowledge, and give intermediary organizations a reasonable guide and government support policies

Foreign Literature Review in Implementing Participatory Teaching in Higher Education

KONG Long， ZHANG Xian-hua

2015, 17 (5): 96-102.

Abstract ( 701 ) PDF (0 KB)( 193 )

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Ever since participatory teaching were introduced to higher education, the implementation didn’t go very well as expectation Through reviewing related literature, it can be found that different perspectives towards participatory teaching still exist, but teachers, students, class sizes and participatory forms are mainly factors influencing the implementation effect Insufficiency of students’ readiness, teachers’ motivation and reflection of instruction practice are the obstacles to implement the participatory teaching Based on the research, it is concluded that in order to improve the situation, educationalists and teachers can depend on COOP model, integrate opinions from students, teachers and learning environment designers, construct powerful learning environment, to guarantee the effective implementation of participatory teaching

Interactive Teaching’s Application to Mental Health Courses for College Students

WANG Jian-kun1, MA Xi-ting2,DU Yu-chun1,HUANG Da-qing3

2015, 17 (5): 103-107.

Abstract ( 536 ) PDF (0 KB)( 183 )

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On the basis of analyzing the limitations of traditional teaching and advantages of interactive teaching, traditional teaching is summarized as “different mind, similar psychology” while interactive teaching as “similar psychology, different minds”. The applicability and mechanism of interactive teaching’s application to mental health courses for college students is explored combined with specific cases, and an interactive teaching system model of mental health courses is constructed for college students.

An Empirical Study on Chinese English Learners’ Time Representation of Flashback Information in Chinese and English Narratives

ZHANG Fang-wei1， CAO Yu2

2015, 17 (5): 108-114.

Abstract ( 680 ) PDF (0 KB)( 227 )

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Probe-recognition task is adopted to explore how Chinese English learners represent flashback information in Chinese and English text reading. The results show that: 1)when Chinese English learners read Chinese narrative, the reading time of probe words is influenced by the events duration which supports the chronological hypothesis; 2)when English learners read English narrative, the reading time of probe words is not influenced by the duration of events. It is shown that readers interpret a flashback as providing background information for the situation described before, which supports the background hypothesis. The whole research indicates that language proficiency is an important factor to determine readers’ time representation of flashback events.