消费者行为-案例专题课

1、案例研讨专题期中大作业消费者行为学臧志zangzhgmail2021-112-2学习目的绿色可继续消费怎样做案例研讨案例研讨方法引见案例研讨要点案例研讨程序案例研讨的写作绿色消费方式绿色消费方式及引导、扶持政策研讨4消费才干提升接受才干减弱消费方式转型城镇化进程、收入提升和经济开展将刺激消费总量提升，消费构造晋级资源环境接受力愈小：亟需阻止生态恶化“自然资源-产品-废物排放单向物质流动方式不可继续消费才干提升接受才干减弱消费方式转型5以 Ajzen 等的“方案行为实际和Stern 的“价值-信心-规范实际为实际根底，环境态度、个人规范和感知行为控制为中介变量，建立生态价值观对绿色消费行为影响的

2、绿色消费模型：1.3 绿色消费指数构造与测评 (2)生态价值观环 境 态 度个 人 规 范感知行为控制绿色消费行为节约资源行为环保选购行为反复利用行为循环利用行为救助物种行为2-6节约资源Reduce行为是指购买或运用过程中注重节约资源、能源的行为环保选购Revaluate行为即消费者在购买过程中思索环境维护要素，多数与绿色产品的购买有关反复运用Reuse行为只需求发扬行为实施者的聪明才智，就可以对物品再利用，它是运用行为的延续循环利用Recycle行为虽然也是消费者对生活废弃物或生活渣滓的处置行为，但消费者凭仗外部技术要素或相关公共效力机构的支持才干将废弃物再利用万物共生Rescue行为的典

3、型特征是它表达了人与自然的调和，人类与自然界的友好行为。第二部分Case study2-7Deductive Research Model因果关系的规范9问题哪些研讨类型适宜得到因果关系模型？二、变量与假设John Stuart Mill以为满足三个条件就可以称之为一个因果关系：“因在“果之前时间要求“因与“果之间是相互联络的共变要求除了“因之外，没有其他的要素可以解释“果的变化。非虚伪关系1806-1873变量类型与关系模型自变量 (X)认定的缘由因变量 (Y)结果中介变量 (Med)过程调理变量 (Mod)边境条件控制变量其他的缘由10XY中介变量调理变量控制变量学习目的案例研讨方法引见案

4、例研讨要点案例研讨程序案例研讨的写作11案例研讨引见Bent Flyvbjerg：Case study methods involve an in-depth, longitudinal examination of a single instance or event: a case. They provide a systematic way of looking at events, collecting data, analyzing information, and reporting the results. Case studies lend themselves to both

5、 generating and testing hypotheses.As a result the researcher may gain a sharpened understanding of why the instance happened as it did, and what might become important to look at more extensively in future research. 2-12一、案例研讨方法Bent Flyvbjerg, Five Misunderstandings About Case Study Research. Quali

6、tative Inquiry, vol. 12, no. 2, April 2006, pp. 219-245.Case Study ResearchThe essence of a case study, the central tendency among all types of case study is that it tries to illuminate a decision or set of decisions: why they were taken, how they were implemented, and with what result.Yin, Robert (

7、1994) Ch 1: Designing Case Studies, Case Study Research: Design & Methods, 2nd edition, Thousand Oaks, CA: Sage Publications 一、案例研讨方法其他定义定义出处案例研究是为了决定导致个人、团体，或机构之状态或行为的因素，或诸因素之间的关系，而对此研究对象，作深入研究。 盖依(Gay),1992案例研究是一种实征研究，是在真实的背景下，研究当时的现象，特别是在现象跟背景间的界线不是非常清楚的时候。 Jennifer Platt，1992 案例研究是指对特别的个人或团体，搜集完

8、整的资料之后，再对其问题的前因后果做深入的剖析。 叶重新著，教育研究法P196-197 案例研究是对一个个例做缜密的研究，广泛的搜集个例的资料，彻底的了解个例现况及发展历程，予以研究分析，确定问题症结，进而提出矫正的建议，其首重在个案发展的资料分析。 白锦门,“个案法之研究”,教育研究方法论文集，P43-442-14一、案例研讨方法Usefulness of Case StudiesCase studies can be:ExploratoryExplanatoryDescriptive (Yin, 1994)Case studies can be used to:Provide descri

9、ptionTest theoryGenerate theory (Eisenhardt, 1989).Yin, Robert (1994) Ch 1: Designing Case Studies, Case Study Research: Design & Methods, 2nd edition, Thousand Oaks, CA: Sage Publications Eisenhardt, Kathleen M., (1989) Building Theories From Case Study Research, Academy Of Management Review, 14(4)

10、 532-550. investigates a contemporary phenomenon within its real-life context, especiallywhen the boundaries between phenomenon and context are not clearly evident (Yin 2002). when the relevant behaviors cannot be manipulated. 一、案例研讨方法Criticisms of the MethodInsufficient rigour Compared to experimen

11、tal researchBut actually experiments are not automatically precise or unbiasedInadequate basis for generalisationWhich is why multiple cases are conductedThe results of a case study investigation can be generalised to theory and can inform theory developmentConfusing case study research with case st

12、udy teaching. Case Studies take too long.一、案例研讨方法案例研讨设计研讨的命题案例研讨设计的五个要素研讨的问题分析单元资料与命题的连结logic解释研讨发现的准那么二、案例研讨要素Key ComponentsResearch questions - how and whyResearch propositions (if any) but not hypothesesThat reflect an important theoretical issue and indicate where to look for relevant evidenceUn

13、it(s) of analysisWhat are we studying? Units, people, individuals?What does the data describe?Logic that links the data to the propositionsThe criteria for interpreting the findings.二、案例研讨要素案例研讨设计五要素案例研讨对于“如何和“为什么的问题能够是最适宜的。因此案例研讨设计首先要准确地确认所研讨问题的本质。研讨的问题研讨中的每个命题，会将他的留意力引导到在研讨范围内所应该要审视的事情上。定义何谓“案例/个案

14、能够是个人，也能够是一些事件或是个体。Donald Campbell1975提出方式对比Pattern Matching：来自同一个案例中一些信息能够会和某些实际的命题有关。研讨的命题分析单元资料data与命题间的连结logic目前并没有明确的方法来设定解释这类发现的准那么。可以用比较至少两个对立命题的方式来解释发现。解释研讨发现的准那么二、案例研讨要素分析单元特别阐明分析单元分析单元的定义与研讨开场阶段问题被定义的方式有关假设他想要研讨美国在全球经济中扮演的角色：分析单元应从所研讨景象对研讨单元的需求出发描画了DGC公司的工程团队如何发明且开展了新型迷他电脑。在上述的组织研讨中，混合了新发明

15、与小群体的研讨。理清分析单元中的其他问题区分研讨目前的主题与背景定义案例的开场和终了文献可以成为定义案例和分析单元的指南他的分析单元可以是一个国家的经济、全球市场中的一个产业、一项经济政策、两个国家间贸易或资金的流动。二、案例研讨要素Campbell方式对比的例子1 2 3 4 5 6 7 不测死亡的数目立法令1 2 3 4 5 6 7 不测死亡的数目立法令有效果的模型没有效果的模型51 52 53 54 55 56 57 58 59不测死亡的数目立法令实践察看325300275250225200资料来源：COSMOS Corporation二、案例研讨要素实际开展完好的研讨设计还应包含一个与

16、研讨主题相关的实际。对某些主题，目前已有的任务成果可以提供实际架构。某些情况下，适宜的实际能够是描画性的实际。对某些主题，现有知识背景与文献都很贫乏，能够被假设有作为“探求性研讨的特征。实施一个新的管理信息系统MIS的案例研讨 这个案例研讨将会指出，为什么实施MIS系统只需在组织可以自我重新建构时才干胜利，而不是只把新的MIS运用在旧的组织构造上。Markus,1983一个简单实际的构成要素二、案例研讨要素从案例研讨推论至实际开展适当的实际，也使案例研讨结果可以产生概化的层级。实际开展在案例研讨中是一种“分析式概化，并非“统计式概化。每一个个案并不是抽样单位，而且也不应该是为了要选取抽样单位而

17、被选取成为个案。二、案例研讨要素两个推论的层级实际政策含义母体特征样本实验的发现对立实际对立的政策含义主体案例研讨的发现案例研讨调查研讨实验法第一层第二层资料来源：COSMOS Corporation二、案例研讨要素案例研讨设计例如研讨主题研讨问题研讨命题分析单元资料与命题的连结组织间的战略联盟为什么以及如何组织会和其他组织建立联盟？组织间建立战略联盟的诱因是要获得共同利益具有战略联盟关系的组织群方式对比实际开展协作战略实际二、案例研讨要素案例研讨的设计类型类型一类型三类型二类型四单一案例设计多重案例设计整体性的(单一分析单元)嵌入式的(多重分析单元)资料来源：COSMOS Corporati

18、on三、案例研讨类型Single Case DesignThe focal case is used to test a well-formulated theoryThe case meets all the criteria for testing the theoryThe case represents an extreme or unique caseThe revelatory caseA situation that occurs when the investigator has an opportunity to observe and analyze a phenomeno

19、n previously inaccessible to scientific investigation.A single case may have multiple units of analysis三、案例研讨类型选择单一案例的缘由关键性案例极端或特例揭露式案例关键性案例极端或特殊案例反映之前的科学研讨无法探求的景象，多用于社会学。 揭露式案例少见的，任何一个单一案例都值得记录并分析。在医学、临床心思学 运用较广。选择单一案例的缘由关键性案例在实际上曾经详细地阐明了一组清楚的命题，以及这组命题运用的条件。先导案例作为进一步研讨的开场。 先导案例三、案例研讨类型类型一/二：单一整体性/嵌

20、入式案例同样的案例能够包含一个以上的分析单元。嵌入式分析单元是比案例本身更小的分析单元。研讨某个运营方案嵌入式分析单元方案中的个别专案“过程单元：会议、事件节点方案涉及的人员、角色假设案例研讨只调查一个方案或组织整体的本质，那就是运用整体性设计类型一。三、案例研讨类型单一案例设计易犯之错误整体性设计进一步的问题是，整个案例研讨的本质能够会在研讨进展期间有所改动，但研讨者却一无所知。嵌入式设计的易犯错误：只注重子单元层级，而无法回到更大的分析单元。三、案例研讨类型Multiple Case DesignThis means that the same study has two or more

21、casesThe evidence from multiple cases is often considered more compelling, which makes the overall study more robust.Undertaking a multiple case study can require extensive resources and time beyond the means of a single researcher.Each case must be chosen carefully and specificallyThe cases should

22、have similar results (a literal replication) or contrary results (a theoretical replication) predicted explicitly at the outset of the investigation.三、案例研讨类型Multiple Case DesignIt is important in a replication process to develop a rich, theoretical framework. The framework needs to state the conditi

23、ons under which a particular phenomenon is likely to be found (literal replication) and the conditions under when it is not likely to be found (theoretical replication). The individual cases within a multiple-case study design may be either holistic or embedded. When an embedded design is used each

24、individual case study may in fact include the collection and analysis of highly quantitative data, e.g. surveys.三、案例研讨类型选择多重案例的优缺陷稳健性资源与时间的耗费无法替代关键性、揭露式以及例外或少见的案例。 无法满足采用单一案例的缘由执行多重案例研讨能够会需求大量的资源，耗费大量的时间。多重案例得到的证据，通常都被以为是较强有力的，因此，整个研讨常被以为是较为稳健的。三、案例研讨类型Analyzing within field and cross case data: Thi

25、s preliminary analysis assists in organizing the enormous quantities of data Cross case data forces researchers to go beyond initial impressions.For cross-case data analysis, can look at within group similarities and intergroup differences.Select pairs of cases, and list similarities and differences

26、 between each group forces researcher to look for subtle similarities and differences.Eisenhardt, Kathleen M., (1989) Building Theories From Case Study Research, Academy Of Management Review, 14(4) 532-550. 三、案例研讨类型多重案例的复现逻辑复现逻辑抽样逻辑原样复现实际复现预测类似的结果：某个特定景象在哪些条件下能够被发现？一种原样复现由可预测的理由，产生不同的结果：特定景象在哪些条件下不能

27、够被发现？一种实际复现三、案例研讨类型多重案例复现逻辑例如Peter Szanton研讨了很多大学和研讨团体试图要和城市官员协作的阅历。第一组案例第二组案例第三组案例四组案例第四组案例显示出不同大学的团体在协助这些城市时都失败了。显示出学校以外的团体也失败了。显示出少数可以协助市政府的团体不只会协助产生新的想法，还会关怀如何实施的问题。显示出大学如何胜利地协助企业、工程公司及市政府以外的其他部门。原样复现实际复现三、案例研讨类型多重案例的复现逻辑2006年3月三、案例研讨类型Examine not just one process story, but allowing theoretical

28、 ideas to be tested and deepened in different settings:Klarner and Raisch (2021) obtain their data from annual corporate reports of 67 European insurance companies between 1995 and 2004. They code these data into six different temporal patterns of change using an innovative multiple sequence alignme

29、nt method derived from the biological sciences and then show how regularity in ongoing organizational changes is associated with performance using statistical methods.Bresman (2021) uses an interesting embedded multiple case design, focusing on two units in a pharmaceutical company, and examining le

30、arning transferred among four successive projects occurring in each unit (for a total of eight units of analysis). His inductively derived four-phase process model of vicarious learning is replicated across all his cases.Bruns (2021) replicates her model of collaborative research in two different se

31、ttings involving multiple groups. Maguire and Hardy (2021) also compare two different cases of risk assessment processes, showing how both incorporated similar bundles of normalizing and problematizing practices, but how the differential ordering of these practices led to different consequences for

32、the construction of risk.类型三/四 ：多重整体性/嵌入式案例Ira Magaziner & Mark Patinkin 所著的其中一个个案韩国的三星公司，这是一个关于使该公司具有竞争力的关键战略的个案。它包含一个嵌入式分析单元以三星在微波炉上的开展作为阐明的产品。另一个个案是关于苹果电脑制造商在新加坡的开展，是新加坡是国家更具竞争力的关键政策的个案研讨。苹果电脑公司制造商的阅历就是一个嵌入式分析单元。多重嵌入式案例类型三与四之间的差别决议于所研讨景象的类型。三、案例研讨类型40四、案例研讨程序案例研讨的程序表达目的 设定研究途径 搜集 资料 组织数据研讨单位及其特征、

33、关系、历程等确实定研讨单位如何选取？可用的资料来源有哪些？运用那些方法搜集数据？ 确定有关资料的来源整合成为一个完好构造的研讨单位 撰写结果报告讨论结果重要性留意研讨报告的种类、撰写方式、阐明构造 四、案例研讨程序Conducting Case Studies 1Preparation for Data CollectionThe researcher shouldbe able to ask good questions be a good listener be adaptive and flexible have a firm grasp of the issues being stud

34、ied be unbiased by preconceived notionsFor the specific context of the case study and organization四、案例研讨程序Conducting Case Studies 2The researcher must be able to make intelligent decisions about the data being collected.This will require knowledge aboutwhy the study is being done;what evidence is be

35、ing sought;what variations can be anticipatedwhat would constitute supportive or contrary evidence for any given propositionSurvey or interview designers also need to know the purpose of the survey and the nature of the analysis that will follow四、案例研讨程序Case Study ProtocolThe protocol should includeA

36、n overview of the case study project (project, substantive issues, relevant reading)Field procedures (how to gain access to interviewees, planning for sufficient resources, providing for unanticipated events etc)Case study questions (about individuals, multiple cases, entire study, normative questio

37、ns about policy recommendations and conclusions四、案例研讨程序Pilot Case StudyIt may be sensible to conduct a small-scale pilot case study first so as to test procedures and protocolsThe pilot can be more convenient so as to train research team members and even act as a laboratory The research questions ca

38、n be broader and less focused than the ultimate data collection plan.The pilot reports can provide lessons for both research design and field procedures四、案例研讨程序六种证据来源证据来源优点缺点文件稳定、非涉入式、确切的、范围广泛 可检索性（可能低）；如果收集不完整，会产生有偏见的选择；报告的偏见；使用的权力可能受限档案纪录同上，加之精确和量化的特点 同上，加之由于个人隐私权的原因而不易接触访谈有目标的、见解深刻因问题建构不佳而造成的偏见；回

39、应的偏见；因无法回忆而产生的不正确性；反射现象直接观察真实、包含情景的消耗时间；节选过的；反射现象；成本较高参与观察同上，加之对于人际间的行为和动机能有深刻的认识同上，加之由于调查者操控事件所造成的偏见实体物品对于文化特征能有深刻的理解，对于技术的操作能有深刻的理解节选过的；可取得性四、案例研讨程序收敛的多重证据来源事 实文件档案记录开放式访谈现实察看构造化访谈或调查焦点访谈资料来源：COSMOS Corporation四、案例研讨程序Documents, Archives & ArtifactsCurrent organisational documentsPolicies, practic

40、es, templatesHistorical archive recordsPast practices, reports on past projectsThese two forms of data are useful for corroborating evidence from other sourcesArtifacts include physical objects like certificates, awards, etc.四、案例研讨程序InterviewsCase study interviews are usually open-ended Focused inte

41、rviews can still be open-ended but involve following specific questions derived from the case study protocolMore structured questions, along the lines of a formal survey. A structured interview would involve the sampling procedures and the instruments used in regular surveys, and it would subsequent

42、ly be analyzed in a similar manner.四、案例研讨程序Direct ObservationsBy making a field visit to the case study site, the investigator is creating the opportunity for direct observations.To increase the reliability of observational evidence, a common procedure is to have more than one observer making an obs

43、ervation, whether formally or casually.四、案例研讨程序Principles of Data Collection 1Using multiple sources of evidenceThe opportunity to use multiple sources of evidence in case studies far exceeds that in other research methods such as experiments or surveys. The use of multiple sources of evidence in ca

44、se studies allows an investigator to address a broader range of historical and observational issues. It also enables better triangulation of findingsIt contributes to a holistic understanding of a case and indeed contributes to theorization.四、案例研讨程序Principles of Data Collection 2Creating a case stud

45、y databaseThe lack of a formal database for most case study efforts is a major shortcoming of case study research. Four components should be contained in a database created for case study researchNotes (including interview data)Documents Tabular materials (e.g. from surveys; structured interviews)Na

46、rrative (stories; diaries).四、案例研讨程序Principles of Data Collection 3Maintaining a chain of evidenceThis is to allow an external observer - the reader of the case study for example - to follow the derivation of any evidence from initial research questions to ultimate case study conclusions. Then the fi

47、nal results can adequately reflect construct validity and reliability, thereby becoming worthy of further analysis. The three principles above are intended to make the data collection process as explicit as possible.四、案例研讨程序Analyzing Case Study EvidenceRelying on theoretical propositionsThe proposit

48、ion helps to focus attention on some data and to ignore othersto organize the entire case study and to define alternative explanations to be examinedDeveloping a case description Develop a descriptive framework to organize the case study and identify types of event or process or interactionan overal

49、l pattern of complexity that could be used to explain why an implementation failed.四、案例研讨程序案例研讨分析方式案例研讨分析方式方式对比建立解释时间序列程序逻辑方式主要分析方式分析嵌入式单元反复察看跨个案的次级分析次要分析方式四、案例研讨程序Modes of AnalysisPattern matchingComparing an empirically based pattern with a predicted one. If the patterns coincide, the results can

50、help to strengthen a case studys internal validity.Explanation buildingAnalyze the data by building case explanations.Time series analysisMatch data over time with:A theoretically significant trend specified in advanceA rival trend, also specified in advance四、案例研讨程序方式对比这种逻辑Trochim，1989比较了以实证阅历为根底的方式

51、和实际或假说所预测的方式。假设是解释性的案例研讨，这些方式能够会和研讨的自变量或因变量有关或是两者。假设是描画性的案例研讨，只需在搜集资料之前就先定义好特定变量间所预期的方式，方式对比仍可用。Pattern matching:where a set of results is predicted, and then compared with the actual ones.资料搜集由实证察看到的方式由实际预测到的方式数据处置实际/假说方式对比四、案例研讨程序方式对比企业经过进入新业务而获得生长，新业务对现有业务的影响主要命题：假设新业务活动不为企业所熟习，管理者在新业务领域缺乏阅历，新业务将

52、会对现有业务产生负面影响。影响协同作用与现有业务竞争管理者与现有业务竞争资源不相等的因变量用不同的方法和工具评价包含一切变量结果的整体模型质疑初始命题假设结果与预测方式不一致第一个案例可靠的结论一致四、案例研讨程序方式对比企业经过进入新业务而获得生长，新业务对现有业务的影响企业进入一个为企业所熟习的新业务领域，且管理者在新业务领域具有阅历。影响协同作用与现有业务竞争管理者与现有业务竞争资源不相等的因变量用不同的方法和工具评价与案例一不同的整体模型第二个案例四、案例研讨程序方式对比资料搜集由实证察看到的方式由实际预测到的方式数据处置实际/假说资料搜集由实证察看到的方式由实际预测到的方式数据处置实

53、际/假说方式对比案例一案例二方式不同案例一的新业务类型对现有业务的负面影响得到更强的证明。完成了一个在不同案例间的“实际复现方式不同四、案例研讨程序方式对比逻辑效度的要挟前述案例中，假设企业的现有业务所属产业发生了变化，因此，研讨结果所显示的新业务对现有业务的影响，能够实践上是来自于现有业务的产业演化，而不是来自于新业务。为了处置这个要挟，他能够必需求在一开场的因变量中定出一个子集合，并显示假设产业演化才是呵斥影响的真正缘由的话，这个子集合的方式会有所不同。他的根本目的是要找出一切对效度的要挟，进展反复对比，以显示这些要挟无法解释在两个假设的案例中呈现的双重方式。四、案例研讨程序方式对比这种分

54、析需求开展对立的实际命题，并以可操作化的方式加以阐明。这些对立解释的重要特征是，每一个都包含了一种自变量的类型，而且彼此是互斥的。在对立解释中，假设其中一个解释有效，其他的解释就不会是有效的了。这表示存在某些自变量会排除其他自变量的出现。案例都曾经确知有某些特定的结果，而调查那么着重在阐明如何以及为什么每一个案例中会产生这些结果。此类型的研讨关怀的依然是：结果所呈现的整体方式，以及这种方式和所预测的方式间的匹配程度。以对立的解释为方式四、案例研讨程序方式对比假设在多重案例中，得到完全一样的结果，那么应该就完成了单一案例的原样复现。假设由于预期中的环境差别，第二组案例中无法得到一样的结果，那么就

55、完成了实际复现，一开场所得到的结果就会更为稳健。对单一案例来说，胜利地吻合其中一个对立解释的方式，就可以得出这个解释正确的结论。以对立的解释为方式四、案例研讨程序案例研讨质量的测试测试含义研究行为应用的研究阶段 构念效度衡量研究的可操作性使用多重证据来源建立一个证据链请关键资料提借者，检视案例研究报告的草稿 资料收集资料收集写作 内在效度只对解释性案例研究重要；可能扩展到推论进行模式对比进行建立解释进行时间序列分析 资料分析资料分析资料分析 外在效度发现是否可推论到案例之外在多重案例研究中使用复现逻辑 研究设计 信度使用案例研究计划书发展案例研究资料库 资料收集资料收集 四、案例研讨程序Sta

56、ndards of ExcellenceSignificanceCompletenessAlternative perspectives consideredSufficient evidence displayedAn engaging, attractive and readable styleFailure cases can be as instructive as successful cases, if the explanations are persuasive四、案例研讨程序Case Study Report StylesLinear-analyticProblem, met

57、hods, findings of data collection and analysis, conclusion.ComparativeThe same kind of case is repeated two or three timesAlternative descriptions or explanations can be compared.Theory-buildingWhere case evidence is used to construct/ground a new theorySuspense the result comes first, the reasons later.四、案例研讨写作案例写作例如The Dutch heart health community intervention Hartslag Limburg: evaluation design and baseline data(Gaby Ronda, Patricia Van Assema, Erik Ruland, Mieke Steenbakkers and Johannes Brug,Health Education, Vol. 103 No. 6).四、案例研讨写作案例写作例如A