Journal of Direct Marketing最新文献

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A comparative analysis of Japanese and U.S. attitudes toward direct marketing 日本和美国对直销态度的比较分析

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199624)10:1<34::AID-DIR3>3.0.CO;2-0

Michael L. Maynard , Charles R. Taylor

This study compares the current state of direct marketing in Japan and the U.S. Questionnaire responses (109 Japanese and 101 U.S.) were obtained from students of major Japanese and U.S. universities in order to test three hypotheses posed in this study: (a) general attitude toward direct marketing; (b) privacy issues; and (c) environmental concerns. The results show that (a) Japanese and U.S. respondents have similar levels of ambivalence toward direct marketing as well as concern toward environmental issues; and (b) contrary to expectations. Japanese respondents more strongly express a concern about privacy issues than do U.S. respondents. This article concludes with implications of these results for the practice of international direct marketing, followed by suggested directions for future studies.

本研究比较了日本和美国直销的现状，从日本和美国主要大学的学生中获得了109份问卷(日本和101份美国)，以检验本研究提出的三个假设:(a)对直销的普遍态度;(b)隐私问题;(三)环境问题。结果表明:(a)日本和美国受访者对直销和环境问题的矛盾心理程度相似;(b)与预期相反。日本受访者比美国受访者更强烈地表达了对隐私问题的担忧。本文总结了这些结果对国际直销实践的启示，并提出了未来研究的方向。

引用次数: 27

International direct marketing: Export value chain, transaction cost, and the triad 国际直销:出口价值链、交易成本与三者

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199621)10:2<13::AID-DIR3>3.0.CO;2-1

Syed H. Akhter

Within the context of recent technological, economic, political, and social developments, this article covers the following: market entry strategies and international direct marketing, export value chain and transaction cost analysis for judging the effectiveness of international direct marketing, the drivers encouraging the growth of international direct marketing, and the Triad and international direct marketing.

本文在科技、经济、政治和社会发展的背景下，涵盖了以下内容:市场进入策略和国际直销，出口价值链和交易成本分析，以判断国际直销的有效性，鼓励国际直销增长的驱动因素，以及三要素与国际直销。

引用次数: 4

Using information overload or decreasing marginal responsiveness to determine “how many catalogs are too many?” : It really makes a difference —reply to Ganzach and Or 使用信息过载或减少边际响应来确定“多少目录是太多?”:这真的很重要——回复Ganzach和Or

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199621)10:2<10::AID-DIR2>3.0.CO;2-1

Richard A. Feinberg , Mary Ann Eastlick , Charles V. Trappey

RICHARD FEINBERG is currently professor and head of Consumer Sciences and Retailing at Purdue UniverSity He received his PhD from the UniverSity of Oklahoma and has contributed widely to publications in consumer behavior MARY ANN EASTLICK is assistant professor in the Division of Retailing and Consumer Studies at The University of Arizona. She holds a PhD in retail management from Purdue University. Her research interests include nonstore retail patronage behavior including catalog. on-line. and interactive retailers. CHARLES TRAPPEY is associate professor in the Department of Management Science. National Chiao Tung University. Taiwan He has a PhD in consumer behavior from Purdue University. an MS in quantitative methods from Louisiana State University. and a BS in statistics from the University of Southwestern Louisiana. His research interests include analysis of trade areas in foreign markets. retail evolution. and consumer psychOlogy.

RICHARD FEINBERG，现任普渡大学教授，消费者科学与零售系主任。他在俄克拉何马大学获得博士学位，并在消费者行为方面的出版物中做出了广泛的贡献。她拥有普渡大学零售管理博士学位。她的研究兴趣包括非商店零售惠顾行为，包括目录。在线。互动零售商。CHARLES TRAPPEY是管理科学系的副教授。国立交通大学。他拥有普渡大学消费者行为学博士学位。获得路易斯安那州立大学定量方法硕士学位。以及西南路易斯安那大学的统计学学士学位。他的研究兴趣包括对国外市场贸易领域的分析。零售进化。和消费者心理学。

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引用次数: 3

Consumer attitudes toward privacy and direct marketing in Argentina 阿根廷消费者对隐私和直销的态度

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199624)10:1<22::AID-DIR2>3.0.CO;2-1

George R. Milne , James Beckman , Marc L. Taubman

As international direct marketing continues to grow, understanding international consumers’ attitudes toward direct marketing practices becomes paramount. In this article we develop and test a conceptual model that delineates antecedents to consumers’ attitudes toward direct marketing and consumer privacy issues in Argentina. Our empirical study partially replicates the Equifax survey. The results from our sample of Argentine consumers are compared to those of U.S. consumers.

引用次数: 32

From the Practitioners 从业员

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100302

Robert J. Posch Jr

引用次数: 0

From the Practitioners 从业员

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100202

Robert J. Teufel

引用次数: 0

桅顶

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100301

引用次数: 0

Direct marketing usage by older men: Chronological age versus retirement 老年男性的直接营销使用:实际年龄与退休年龄

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199621)10:2<56::AID-DIR7>3.0.CO;2-Y

John J. Burnett

The use of nonstore retailing by older adults has been well documented. Unfortunately, many of the findings are contradictory and there is still confusion as to the role they play in this sector. The contention tested in this study is that using chronological age as a determinant of old age confuses findings, and that retirement is a much better indicator. By comparing several direct marketing behaviors and related attitudes, it is evident that retirement is a better predictor of nonstore retailer use than chronological age. The general marketing implications are discussed.

老年人使用非商店零售已经有了充分的记录。不幸的是，许多研究结果是相互矛盾的，它们在这一领域的作用仍然令人困惑。在这项研究中测试的论点是，使用实足年龄作为老年的决定因素会混淆研究结果，而退休是一个更好的指标。通过比较几种直接营销行为和相关态度，很明显，退休比实际年龄更能预测非商店零售商的使用。讨论了一般的营销含义。

引用次数: 4

The perceived value of direct mail advertising in small retail firms: Threat to local newspapers? 小型零售公司直销广告的感知价值:对地方报纸的威胁?

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199623)10:4<41::AID-DIR4>3.0.CO;2-X

Judy Foster Davis

This exploratory study contributes to an overlooked area of direct marketing research—the small local retail view of direct mail as an advertising medium. Traditional wisdom has indicated newspaper advertising as most appropriate for local retail firms, however, recent literature challenges that perspective. Data gathered from 187 small local retail firms in 41 states indicated that direct mail is perceived as a valuable advertising medium. Moreover, analysis suggests that direct mail is seen as significantly more valuable than weekly/community and daily newspapers—media that historically have been mainstays in the small retailer promotional mix. However, the data do reveal several significant differences in media perceptions between various retail sectors. Because of increased advertiser pressure for measurable results from advertising, and challenges facing the newspaper industry, it appears that direct mail may pose a significant threat to newspapers.

这项探索性研究有助于直接营销研究的一个被忽视的领域-小的地方零售的观点，直接邮件作为一种广告媒介。传统观点认为报纸广告最适合当地的零售公司，然而，最近的文献挑战了这一观点。从41个州的187家小型本地零售公司收集的数据表明，直邮被认为是一种有价值的广告媒介。此外，分析表明，直接邮件被认为比周报/社区报和日报更有价值，而周报/社区报和日报历来是小型零售商促销组合的主要媒介。然而，数据确实揭示了不同零售部门之间媒体认知的几个显著差异。由于广告客户对广告可衡量结果的压力增加，以及报业面临的挑战，直接邮件似乎可能对报纸构成重大威胁。

引用次数: 5

Editorial review board 编辑评审委员会

Journal of Direct Marketing

Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100101

引用次数: 0

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