助理教授
办 公 室：工商管理学院B314、办公电话：86-、E-mail：jiexiao26@163.com





基本信息
管理学博士，湖南大学工商管理学院市场营销系教师，美国密西根大学Ross商学院访问****


研究领域
品牌管理、道德情感、企业社会责任、神经营销研究


讲授课程
对MBA学生和科学学位研究生开设课程《管理伦理》
对本科生开设课程《产品与品牌管理》、《管理伦理》和《消费者行为学》
对留学生开设全英文课程《Business Ethics》和《Marketing》


研究成果
1、著作
肖捷 .企业社会责任项目信息对消费者响应的作用机制研究 . 湖南：世界图书出版公司，2014
简介：本研究首先对企业社会责任理论、企业社会责任理论、消费者响应理论和调节定向理论进行了系统梳理；然后采用探索性因子分析方法探索了我国消费者行为中的责任因子，以验证消费者在购物行为中会对企业社会责任行为予以反应。紧接着，本研究通过开展27个深度访谈，以了解消费者对各种企业社会责任项目的看法和态度，进而归纳出消费者对企业社会责任项目信息的处理过程。通过整理谈话内容，本研究得到初始编码，即八项能让消费者产生积极的企业社会责任联想的企业社会责任项目所需涵盖的要素；基于内在逻辑分析和关联编码，本研究构建了 “企业社会责任项目的信息呈现与消费者响应的作用机制”模型。随后，本研究开发并进行消费者情境实验，以验证基于扎根研究所得到的消费者对企业社会责任项目信息接收方式。通过综合运用单因素方差分析、双因素方差分析、层次回归分析等数据分析技术，本研究进一步验证了基于消费者视角的企业社会责任项目的作用机理。本研究最后部分基于研究结果，提出了管理建议。
Abstract: In this research, both qualitative analysis and quantitative analysis are conducted in this research. First of all, we reviewed the theories of CSR, consumers responses and regulatory focus. Secondly, we explored the socially responsible purchase and disposal behavior in China, and the empirical analysis supports a scale of 6 dimensions. The analysis shows that consumers in China do care about the CSR initiatives during their purchase. Thirdly, semi-structured depth interviews were conducted with 27 interviewees on their attitude toward the CSR initiatives. Based on the analysis of the original materials and open coding, we concluded with eight elements to achieve positive CSR association has been gained. After axial coding, the first four elements are coded as profit belief, and the rest four elements are coded as security belief. Then after core coding, the model named “the function mechanism between CSR initiative information and the consumer responses” has been developed. Fourthly, a scenario-based experiment has been conducted. The data is analyzed with single-factor analysis of variance, two-factor analysis of variance and multi-level regression analysis. The last but not the least, managerial suggestions has been provided based on the research results.
2. 论文
[1] How information presentation formats influence usage behaviour of course management systems: flow diagram navigation versus menu navigation. Behaviour & Information Technology. 2020.8.SSCI. 1-18
ABSTRACT Educational informatisation (e.g. e-learning, m-learning, massive open online courses (MOOCs)) has actively increased, leading to a greater focus on the design and development of course management systems. In this study, a research model based on cognitive fifit theory and scanpath theory is proposed to investigate how information presentation formats (flflow diagram navigation versus menu navigation) of a course management system inflfluence user experience and intention. Performance load (cognitive load and kinematic load) and user perception (perceived usefulness and ease of use) are considered to evaluate user experience. The results of an eye tracking experiment utilised in this research reveal the following. First, information presentation formats can signifificantly inflfluence user experience of course management systems. Second, flflow diagram navigation fifits students’ tasks better and leads to lower performance load and better use perception. Third, performance load and user perception shows a signifificant effffect on user satisfaction and thereby affffect the intention. These fifindings deepen our understanding of the importance of information presentation and enrich its theoretical foundation for course management systems development. Practically, these fifindings provide designers with guidelines on how to improve user experience and increase use intention by varying information presentation formats.
[2] How easy-to-process information influences consumers over time: online review VS brand popularity. Computers in Human Behavior. 2019.3 SSCI,97:193-201
Abstract:Being bombarded with a large amount of information every day accelerates consumers' desire to employ an effiffifficient approach to cope with their daily routines. Easy-to-process information such as categorical information (e.g., review valence or brand popularity) becomes more relied upon by consumers. Under difffferent product familiarity and information availability conditions, this research investigates how consumers select and utilize these easy information sources in their product perceptions and decision making. An experimental study including two tests over time (i.e., one with specifific reviews, and the other without) shows that when specifific reviews are available, the brand popularity cue plays a role only for unfamiliar products, whereas when the retrieved memory of reviews is based on, both review valance and brand popularity can inflfluence consumers' product perceptions and decision making for familiar and unfamiliar products. By comparing results between the two tests, we fifind that changes in consumers' product judgements and decisions exist mainly for unfamiliar products. Obviously more positive perceptions and decisions occur under the condition of unfamiliar products with negative reviews. This study provides insights into consumers’ easy information-based decision patterns and helps marketers understand how and when to use these information sources in their marketing strategies.
[3]Context congruity effectsof online product recommendations: an eye-tracking study, Online Information Review.2018.3 SSCI.42(6):847-863
Abstract： Purpose- This paper tries to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers’ attention to and memory of recommended products in an online shopping environment.
Design/methodology/approach- Our study focuses on the context congruity effects of online PRs by examining consumers’ browsing patterns and attention characteristics (fixation counts and fixation duration) using an eyetracking device and by measuring memory performance with an aided memory test. Three types of PRs (highly congruent, lowly congruent and incongruent PRs) and two degrees of involvement (high and low involvement) are considered.
Findings- The results of the gaze data show that context congruity effects can influence consumers’ PR attention, but this effect is not moderated by involvements. The results of the memory data show that PR recognition is influenced not only by context congruity effects but also by involvement. Another significant finding is that attention to a PR does not necessarily guarantee better memory performance.
Practical implications- Our study significantly contributes to deepening the understanding of how context congruity can influence consumers’ attention to and memory of PRs. Our findings also have important managerial and practical implications, such that selecting and presenting PRs should be based on context congruity effects.
Originality/value- First, introducing context congruity effects to investigate the effectiveness of online PRs by RAs not only provides an important theoretical contribution to research on recommendation effectiveness but also enriches its application. Second, our findings suggest that the relationship between visual attention and memory is not definitely positive. Third, to interpret the complex translation process from attention to memory, we propose a methodology that considers stimulus attributes, issue involvement, cognitive capacity and cognitive interference.
[4] 肖捷，钟新. 基于知识图谱的企业社会责任研究的可视化分析．财经理论与实践，43(1), 108-112.
摘要：为了加深对企业社会责任研究领域的认知，以Web of Science的相关数据库中1998年至2011年收录的企业社会责任论文为研究对象, 运用最新的信息可视化软件CitespaceⅡ，绘制出有关企业社会责任领域的奠基性文献、经典文献和研究前沿问题的知识图谱，探究企业社会责任理论的演进历程，发现研究热点问题的变化路径并勾勒未来研究的趋势。
Abstract: Nowadays, corporate social responsibility has been becoming one of hot issues in academic and practices. The quotation data of more than 2000 papers on Corporate social responsibility (CSR) (1998 to 2011) from the web of science databases are processed. From the perspective of Bibliometrics, with the help of visualization software CiteSpaceⅡ, the development context of corporate social responsibility theory has been analyzed. In the paper, the researches at home and abroad have been compared. And with the foundational articles, classic articles and research fronts that are located by CiteSpace II, some interesting findings have been discovered.
[5] 肖捷. (2012). 中国情境下社会责任消费行为量表研究. 财经理论与实践, 33(176), 23-27.
摘要：在发达国家，社会责任消费已成为一个热点话题，我国****也纷纷倡导消费者履行社会责任。为了发现在我国情境下消费者社会责任的维度是否与西方研究有所不同，本文采用Webb2010年开发的社会责任消费行为量表，测量与评价我国消费者社会责任行为的因子结构，并检验其信效度。结果表明，我国消费者的负责任行为可分为六个维度，即支持企业善因营销、支持履行高级社会责任的企业行为、惩罚不负基本责任的企业行为、购买习惯环保、回收再用和生活习惯低碳。
Abstract: Social responsible consumption has been becoming one of hot issues in developed countries, and it is also encouraged by scholars at home nowadays. To compare the dimensions of responsible consumption at home and abroad, the socially responsible purchase and disponsal (SRPD) scale developed by Webb is used to measure the factor structure of responsible consumer behavior in China. After modification, the reliability and validity of the new model is tested by structural equation model. The results show that there are 6 dimensions of responsible consumer behavior in China, namely supporting cause-related marketing, supporting high level corporate social responsible performance, making punishment to irresponsible corporate, environmental protection purchasing, recycling behavior and low carbon lifestyle.
[6]肖捷，欧阳润平. (2010). 企业与消费者的社会责任共生机理研究. 消费经济, 26(2), 83-86-20.
摘要：近年来，企业社会责任的研究开始向纵深发展，延伸到主体价值链的终端。企业和消费者是履行社会责任的两大主体，只有通过两者的互相推动，才能促进社会道德风气的净化。本文对企业社会责任和负责任消费及相关概念进行梳理，识别和总结了在社会责任履行中企业与消费者之间互相影响互相促进的共生机制，构建此领域的社会生态体系。
Abstract： Recently, the researches on corporate social responsibility have developed to the terminal of value chain. Corporates and customers are the two main bodies in the practices of social responsibility. Those two should collaborate in the way of improving social welfare. In this paper, comparison analysis has been done among responsible consumption, sustainable consumption and green consumption, then the influence from corporate social responsible practices to consumers’ behaviors and the impact from consumers’ response to corporate behaviors have been discussed.
3、研究项目
主持
[1]拟人化表情策略对共享经济中不道德消费行为的影响研究. 国家自然科学基金资助项目. 2018-2022. 主持人
[2]消费者伦理价值观对企业社会责任感知的作用机制研究. 湖南省哲学社会科学基金项目. 主持人
参与
[1] 联合型忠诚计划的多变忠诚关系模式及其驱动机理：价值创造与价值获取的整合视角. 国家自然科学基金资助项目. 2015-2018.
[2] 中立性用户创造内容的作用机制与形成模式研究. 国家自然科学基金资助项目. 2015-2018. 主要研究人
[3] 网络环境下给予神经科学的感官营销研究：理论模型与应用方法. 国家自然科学基金自助项目. 2013-2016. 主要研究人