Current Issue

2020, Vol. 22 No. 4 Published:30 August 2020

Public Sentiment Diffusion in Online Social Networks Combining Overconfidence with Agent-based Model

WEI Xiao-chao, FAN Yu-yao

2020, 22 (4): 1-8. doi：10.19722/j.cnki.1008-7729.2019.0416

Abstract ( 656 )

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Based on the overconfidence and evolutionary game, the multi-agent simulation model is constructed to study the public sentiment diffusion rules of online social networks The online social network public sentiment diffusion model is constructed from the perspective of evolutionary game; combined with the theory of overconfidence, three overconfident scenarios are designed: benefit overconfidence, cost overconfidence, and dual overconfidence of cost and benefit Then historical information learning rules of their own and neighbor is designed to achieve multi-agent simulation of public sentiment diffusion under different overconfident scenarios The results show: 1) The stronger the benefit overconfidence is, the faster the convergence speed of public sentiment diffusion is, and the faster the user group reaches a stable state 2) Increasing the cost overconfidence will result in the reduction of adoption proportion, and transformation of group strategy from adoption dominance to tit for tat 3) Compared with benefit overconfidence, cost overconfidence is more conducive to improving the stability of public sentiment diffusion This research attempts to propose an integration framework for behavioral theory and simulation methods in order to provide new ideas for public sentiment diffusion research of online social networks

 

Causes and Countermeasures of Robo-Advisor Regulatory Dilemma#br#

DING Guo-min, LIAN Hao-qiong

2020, 22 (4): 9-16. doi：10.19722/j.cnki.1008-7729.2020.0130

Abstract ( 878 )

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The rise of Robo-Advisor has impacted the investment advisor operation model in the current financial securities market Low cost, high efficiency, high automation and adaptability brought by Robo-Advisor have brought good news to small and medium investors and promoted the development of China’s GSP finance However, while establishing new investment advisor operation model, Robo-Advisor also challenges the current financial regulatory system Because of a lack of appropriate regulatory measures, the operation of Robo-Advisor may deviate from the three core regulatory objectives of effective capital allocation, investors’ interests protection, and system risk prevention The lack of supporting regulatory measures for Robo-Advisor industry also results in legal risks such as compliance risk, fiduciary risk and algorithm risk in its development On the basis of referring to international experience and adhering to the three regulatory objectives, the supporting regulatory means are considered from the four perspectives of algorithm regulation, network security, fiduciary duty and the principle of proportion, in order to overcome the regulatory dilemma in the field of Robo-Advisor

Impact of Free Trade Agreement on Chinese Manufacturing Exports: Based on Data about Countries of the Belt and Road Initiatives#br#

TIAN Zu-hai, WU Ya-jing

2020, 22 (4): 17-26. doi：10.19722/j.cnki.1008-7729.2019.0371

Abstract ( 713 )

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Signing free trade agreements with countries of the belt and road initiatives is an important measure for China to further expand its opening-up at this stage, but the impact is yet to be tested Based on the export data of manufacturing industry from China to the countries of the belt and road initiatives in the period of 2003 to 2017, the DID (difference-in-difference) model is used to examine the impact of free trade agreements on Chinese manufacturing exports The study shows that the free trade agreements signed between China and the countries of the belt and road initiatives have an export-promoting effect Further analysis shows that the promoting effect is only a short-term effect and the promotion has gradually declined over time At the same time, the sub-sample study shows that the promoting effect has different characteristics in different cooperation regions Compared with the countries along “One Belt”, the promoting effect between China and the countries along the “One Road” is more obvious


Construction and Research of Business Environment Evaluation System—Based on Entropy TOPSIS Method#br#

LIU Shu-lin, ZHANG Sheng-jia

2020, 22 (4): 27-36. doi：10.19722/j.cnki.1008-7729.2019.0389

Abstract ( 996 )

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Based on entropy TOPSIS method, the evaluation system of business environment is constructed from five dimensions: macro-economy, talent innovation, marketization process, legal construction and opening up to the world, and then the level of each subsystem and comprehensive level of business environment of 30 provinces of China are measured and scored The results show that the level of business environment in China presents an obvious spatial distribution pattern of “high in the east, medium in the middle and low in the west”; for different measurement subsystems, the development level varies in different provinces This provides a policy basis for each province to find out the gap, make up for shortcomings, and optimize the business environment in the future


Impact of Policy Subsidies on Performance of Strategic Emerging Industries—Conduction Effect Based on R&D Investment and Enterprise Scale

CHEN Wei, JIANG Lei

2020, 22 (4): 37-47. doi：10.19722/j.cnki.1008-7729.2019.0410

Abstract ( 652 )

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 The impact of government subsidies and tax incentives on business performance is empirically tested based on micro-enterprise data of strategic emerging industries And the property rights and the degree of marketization are used to conduct group tests, as a robustness test for policy tools to examine the heterogeneous impact of policy tools in different dimensions Finally, the multiple mediating effects model based on structural equations is used to further explore the internal conduction mechanism of this effect The empirical results show that: in the benchmark regression results, government subsidies have significantly promoted the improvement of the operating performance of strategic emerging industries, and tax incentives are not as effective as government subsidies In the study of conduction effects, the mechanism of R&D investment is a concealing effect, rather than an intermediary effect This is mainly because government subsidies have crowded out the company’s own R&D investment to a certain extent; while the enterprise scale is significant in inhibiting the partially intermediary effect in government subsidies effects

Impact of Environmental Regulation on Efficiency of Green Technology Innovation: Promotion or Inhibition?—From the Dual Perspectives of Innovation Value Chain and Spatial Spillover

WEI Long, ZHANG Hu

2020, 22 (4): 48-58. doi：10.19722/j.cnki.1008-7729.2019.0418

Abstract ( 754 )

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  Ecological priority and intensive development are the core of the national strategies for promoting the development of the Yangtze River economic belt Based on the super-efficiency model and the undesirable-SBM model, the green technology innovation efficiency (GTIE) is calculated respectively from four stages of technology development (E1), technology transaction (E2), product testing (E3) and industrialization (E4) in 11 provinces (cities) in the Yangtze River economic zone from 2005 to 2016 The dynamic change and the impacts of environmental regulations on E1 and E4 are analyzed with the spatial Durbin model The research indicates that: (1) Low technical efficiency brings low GTIE, and GTIE fluctuates obviously, showing a decreasing pattern in the lower, middle and upper reaches (2) The efficiency shows a decreasing trend in product testing, industrialization, technology development and technology transaction, and GTIE rises slowest and has the most obvious regional differentiation pattern in E1（3）The spatial spillover effects in technology development stage is inferior to those in industrialization stage The commanding regulations have no significant effect on GTIE in different stages However, the market regulations have a significant impact on GTIE in industrialization stage, while the public regulations have a significant impact on GTIE in  technology development stage At last, some suggestions are put forward from the perspectives of developing the advantages of endowment and dynamically adjusting environmental regulations


Application of Artificial Intelligence Chatterbot in Digital Marketing-Literature Review

QI Jia-yin, HU Shuai-bo, ZHANG Ya

2020, 22 (4): 59-70. doi：10.19722/j.cnki.1008-7729.2020.0074

Abstract ( 1402 )

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Chatterbots have nearly touched everyone through intelligent terminals They accelerate changes of the environment shared by firms and consumers, and reshape the marketing behaviors Through conducting the systematic literature review and adopting a digital marketing research framework, the relevant literature research results are classified and synthesized, the key touchpoints in the marketing process and strategies are identified, and the future directions of research are figured out regarding the application of chatterbots in digital marketing: (1) More influencing factors in interactive model of human-chatterbots need to be considered; (2) Customer behavior needs to be rediscovered; (3) The influence of chatterbots on marketing behavior needs more exploration; (4) Hidden cost of adopting chatterbots in marketing activities needs to be identified; (5) More attention should be paid to ethics and human-chatterbots interactive rules; (6) The effect of chatterbots on customer value and firm value needs to be verified; (7) More attention should be paid to the impact of chatterbots on marketing strategies
Chatterbots have nearly touched everyone through intelligent terminals They accelerate changes of the environment shared by firms and consumers, and reshape the marketing behaviors Through conducting the systematic literature review and adopting a digital marketing research framework, the relevant literature research results are classified and synthesized, the key touchpoints in the marketing process and strategies are identified, and the future directions of research are figured out regarding the application of chatterbots in digital marketing: (1) More influencing factors in interactive model of human-chatterbots need to be considered; (2) Customer behavior needs to be rediscovered; (3) The influence of chatterbots on marketing behavior needs more exploration; (4) Hidden cost of adopting chatterbots in marketing activities needs to be identified; (5) More attention should be paid to ethics and human-chatterbots interactive rules; (6) The effect of chatterbots on customer value and firm value needs to be verified; (7) More attention should be paid to the impact of chatterbots on marketing strategies


isualization Analysis of Intellectual Structures and Frontiers of International Value Co-creation Research#br#

CAO Bing, JIN Yong-sheng, LI Zhao-hui, BO Qing-juan

2020, 22 (4): 71-79. doi：10.19722/j.cnki.1008-7729.2020.0091

Abstract ( 1216 )

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 In order to fully understand and further research value co-creation which is the research focus of the marketing management theory and practice, research subjects, development and research trend of value co-creation are analyzed, by taking related literature from Web of Science published between 2000 and 2019 as research objectives and by using the visualization tool, Citespace V It is found that the research topics can be divided into 13 categories, and the evolution process can be divided into three stages; the topics cover from the basic concept and logic of value co-creation, the dual perspective of enterprise and customer to the perspective of system, customer engagement, business network, brand value co-creation, customer experience, enterprise behavior and enterprise management, etc, and it has recently developed into the fields of high contact and public service Rethinking value co-creation from the perspectives of system especially ecosystem, quantitative analysis, service design, service quality and corporate social responsibility is the research trend

Unmanned Hotel Consumers’ Use Intention Based on Social Cognitive Theory#br#

DU Hui-ying, GENG Zhi-min

2020, 22 (4): 80-89. doi：10.19722/j.cnki.1008-7729.2020.0106

Abstract ( 1095 )

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With the development of artificial intelligence (AI), Internet of Things and other technologies, unmanned hotels have gradually emerged, following unmanned models such as unmanned supermarkets, unmanned restaurants, and unmanned driving A new triadic interaction theory model based on self-efficacy and perceived value is used as the research framework, and a theoretical model of consumers’ use intentions of unmanned hotels is constructed by embedding two influencing factors of subjective norms and trust 407 valid questionnaires were collected through online and offline scenarios Data analysis and model testing were performed by using SPSS 200 and smart-PLS 30 The empirical results show that service quality and self-efficacy have a significantly positive impact on perceived value; security perception and hotel reputation have a significantly positive impact on consumer trust; perceived value, subjective norms, and trust have a significantly positive impact on consumers’ use intension; self-efficacy has no significant effect on consumers’ use intension and perceived privacy has no significant impact on trust Finally, according to the results, some marketing suggestions are provided for the managers of unmanned hotels


Impact of Innovation and Entrepreneurship Education on University Students’ Innovative and Entrepreneurial Competencies and Intentions

ZHAO Xin-yan, LAI Mei-zhan

2020, 22 (4): 90-102. doi：10.19722/j.cnki.1008-7729.2020.0087

Abstract ( 1113 )

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Based on literature review and investigation of University A, innovation and entrepreneurship education can be divided into four types: in-class courses and lectures, contests, on-campus students’ associations and start-up support from universities Through empirical research, the study finds that innovation and entrepreneurship education has a significant impact on students’ innovative and entrepreneurial knowledge, followed by the impact on related abilities, and the least impact on innovative and entrepreneurial traits Specifically, the innovative and entrepreneurial contests have a positive impact on nearly all innovative and entrepreneurial sub-competencies, followed by in-class courses and start-up support from universities, while in-class lectures and on-campus students’ associations have less influence on sub-competencies At the same time, innovation and entrepreneurship education have a significant impact on students’ innovative and entrepreneurial intentions, and the intentions are not significantly affected by lectures In the end, suggestions on the improvement of innovation and entrepreneurship education are addressed

Teaching Evaluation System of Core Courses of Electronic Commerce Major in Universities#br#

HU Tao, ZHENG Jun-chen

2020, 22 (4): 103-111. doi：10.19722/j.cnki.1008-7729.2020.0098

Abstract ( 708 )

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  In order to further promote the reform of e-commerce teaching, assist in the construction of a scientific teaching and training system, promote e-commerce teaching to keep pace with the times and improve the practical ability of e-commerce talents, the evaluation items that should be included in the evaluation system under the current background are determined first through pre-surveys and literature analysis And by constructing an analytic hierarchy model and using the Delphi method to obtain the judgment matrix, the teaching evaluation system of core courses of e-commerce is explored After passing the overall consistency test, according to the corresponding weight of the items in the research results, it is concluded that the weight of the comprehensive test scores is relatively high currently, and the weight of group work and simulated training should be increased Suggestions on strengthening group teaching and simulated training are put forwarded, in order to provide theoretical basis and research direction for the system construction and the curriculum reform of e-commerce major

Influencing Mechanism of University Students’ Entrepreneurial Psychological Capital — From the Perspective of Positive Psychology

JIN Juan, DU Yu-di

2020, 22 (4): 112-122. doi：10.19722/j.cnki.1008-7729.2020.0107

Abstract ( 666 )

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 Based on the self-determination theory, the emotional cognition theory and the social cognition theory, the influencing factor model of university students’ entrepreneurial psychological capital is constructed after reviewing the literature The survey data is collected by questionnaire and analyzed through reliability analysis, validity analysis, correlation analysis and regression analysis The conclusions are as follows Firstly, proactive personality has a significantly positive effect on entrepreneurial psychological capital and all its dimensions, in which proactive personality has the strongest influence on “active coping” Secondly, proactive personality has a significantly positive effect on entrepreneurial cognition and all its dimensions, in which proactive personality has the strongest influence on “entrepreneurial intention” Thirdly, entrepreneurial cognition has a significantly positive effect on entrepreneurial psychological capital and all its dimensions, in which entrepreneurial cognition has the strongest influence on “self-efficacy” Fourthly, entrepreneurial cognition plays a partially intermediary role in the influence of proactive personality on entrepreneurial psychological capital Fifthly, the entrepreneurial environment in universities plays a moderating role in the influence of entrepreneurial cognition on entrepreneurial psychological capital Based on the conclusions, countermeasures to improving university students’ entrepreneurial psychological capital are put forward