On October 15, the second 2022 Science and Technology Business and Excellence Science and Innovation Education Summit Forum and East China Normal University Anniversary Celebration MEM Teachers and Students Online Exchange Meeting, sponsored by East China Normal University and organized by Shanghai International School of Chief Technology Officer, Asia Europe Business School (hereinafter referred to as AEBS), and Joint Translational Science and Technology Research Institute, was successfully held online. After the summit, the special academic seminar for young teachers of AEBS was successfully held. Seven young teachers from AEBS delivered academic reports at the meeting, and Associate Professor Wang Xuehua chaired the meeting and made comments.
Visual clues to brand extension
Wu Yi, Assistant Professor of AEBS, delivered a research report entitled Shaping Extendability: How Circular vs. Angular Shapes Influence Consumer Brand Extension Evaluation. In the post-epidemic era, visual clues have become one of the clues that marketers and enterprises pay more attention to. This article explores what visual clues can help enterprises improve consumers' evaluation of distant brand extension products.
Consumption views of Vegetarians
Zhang Mingyue, Assistant Professor of Asia Europe Business School, delivered a research report entitled Eating Green For Health or Social Benefits? Interactions of Attitudes with Self-Identity on Vegetarian Consumption Behavior. In the context of carbon neutral sustainable development, reducing global carbon emissions and protecting the environment has become an important topic of global concern. Based on the theoretical model of planned behavior, this study focused on consumers in China and the United States, and explored the factors and potential mechanisms that affect individual plant based/vegetarian eating behavior in a cross-cultural context from the aspects of self-identity and behavior attitude. By measuring the identity of the subjects with the Vegetarian Scale, the main findings of the study are as follows: 1. Attitudes towards the event itself and towards the event group are obviously different; 2. ATF (attitude toward food) has a stronger impact on consumers' vegetarian eating behavior than ATP (attitude toward people); 3. Self identity plays a moderating role in the influence of attitude on vegetarian behavior.
Why do restaurants join the takeout platforms?
Chen Zhong, Assistant Professor of AEBS, delivered a report titled When Should Restaurants Subsidize Online Platforms? The Impact of Delivery Agents. The research focuses on the market conditions under which restaurants are motivated to join the takeout platform to expand their market and the impact of the operation and management theory of the trilateral market on the existing bilateral market theory. By establishing a mathematical model, this paper explores what is the optimal decision of Chinese restaurants and takeout platforms under different market conditions when there is an agency fee contract. And what is the best price for the restaurant without an agency contract?
A study of power distance belief
Associate Professor Wang Xuehua made a research report entitled Power Distance Belief and Desire for Uniqueness. When the power distance from the belief level is high, consumers are more likely to understand the social class and choose goods different from others. This main effect should be mediated by social comparative motivation and regulated by environmental uncertainty. The results show that: in a certain environment, the higher the power distance from the belief level, the easier it is for consumers to compare with others in society, and the higher the desire to choose different products; In an uncertain environment, this effect is weakened.
Risk bearing and corporate social responsibility
The topic of the report by Wang Jianrong, assistant professor of AEBS, is Managerial Incentive and Firm Risk Taking: the Mediating Role of Corporate Social Responsibility. This paper studies the incentive caused by compensation similar to debt (such as deferred compensation and defined benefit pension), and further studies whether and how much compensation incentive affects a CEO's decisions on risk management. Based on cumulative prospect theory and instrumental stakeholder theory, the study found that CEOs holding debt-related compensation have the motivation to reduce risk, while corporate social responsibility (CSR) activities are used as strategic tools to reduce corporate risk. In addition, as a strategic tool, different environmental factors will affect whether it will be selected and how effective it can be.
How to promote mobile payment
Ma Xuejing, assistant professor of AEBS, reported on Mobile Payment Promotion. The study discussed how to encourage consumers to use mobile payment tools through nonmonetary means. The research found that the opening of the electronic wallet function represented by Yu'e Bao will increase the use of mobile payment. This effect is more significant for users with higher cash flow levels. In addition, the study further discussed the internal mechanism behind this effect and explored the role of convenience and psychological account in it.
Incentive Law for High Performance
The topic of the report by Yang Feifei, assistant professor of AEBS is The Efficiency of Organizational Control Interactions: External Environmental Uncertainty as a Critical Containment. This article mainly discusses how to motivate employees to achieve high performance. When the environment is uncertain, it is not recommended to use the previously recommended multiple control types, but to focus more on a certain control type to achieve a relatively high level of performance.
In this academic online exchange meeting, seven young teachers shared new research methods and interdisciplinary research topics, put forward many feasible suggestions and practical guidance for the future academic training of students, and further helped students to view various research issues in the field of science, technology, and business from a more diversified perspective. So far, this academic online exchange meeting was a complete success!