ASU Electronic Theses and Dissertations
This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.
In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.
Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.
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- All Subjects: Marketing
- Creators: Han, Sang Pil
- Creators: Shen, Wei
Description
In two independent and thematically relevant chapters, I empirically investigate consumers’ mobile channel usage behaviors. In the first chapter, I examine the impact of mobile use in online higher education. With the prevalence of affordable mobile devices, higher education institutions anticipate that learning facilitated through mobile access can make education more accessible and effective, while some critics of mobile learning worry about the efficacy of small screens and possible distraction factors. I analyze individual-level data from Massive Open Online Courses. To resolve self-selection issues in mobile use, I exploit changes in the number of mobile-friendly, short video lectures in one course (“non-focal course”) as an instrumental variable for a learner’s mobile intensity in the other course (“focal course”), and vice versa, among learners who have taken both courses during the same semester. Results indicate that high mobile intensity impedes, or at most does not improve course engagement due mainly to mobile distractions from doing activities unrelated to learning. Finally, I discuss practical implications for researchers and higher education institutions to improve the effectiveness of mobile learning. In the second chapter, I investigate the impact of mobile users’ popular app adoption on their app usage behaviors. The adoption of popular apps can serve as a barrier to the use of other apps given popular apps’ addictive nature and users’ limited time resources, while it can stimulate the exploration of other apps by inspiring interest in experimentation with similar technologies. I use individual-level app usage data and develop a joint model of the number of apps used and app usage duration. Results indicate that popular app adoption stimulates users to explore new apps at app stores and allocate more time to them such that it increases both the number of apps used and app usage duration for apps excluding the popular app. Such positive spillover effects are heterogeneous across app categories and user characteristics. I draw insights for app developers, app platforms, and media planners by determining which new apps to release in line with the launch of popular apps, when to release such apps, and to whom distribution should be targeted.
ContributorsLee, Mi Hyun (Author) / Park, Sungho (Thesis advisor) / Han, Sang Pil (Committee member) / Kim, Sunghoon (Committee member) / Arizona State University (Publisher)
Created2018
Description
In this study I investigate the factors that may influence consumer preference and choice in China’s home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers’ choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage．
ContributorsYang, Jin (Author) / Shen, Wei (Thesis advisor) / Zhang, Anmin (Committee member) / Gu, Bin (Committee member) / Arizona State University (Publisher)
Created2015
Description汽车行业属于国家支柱型产业，创造了高额的产值，增加了就业岗位。随着汽车生产行业竞争日趋激烈的趋势影响，汽车经销商在未来会出现明显的分化，并且逐步向头部集中。基于这样的行业背景，本项研究开展汽车经销商整体经营和盈利能力等方面的详细深入分析，即系统整合汽车经销商业务运营层面和财务层面数据，结合统计研究方法，对经销商盈利能力进行系统且详实归因分析，从而试别驱动盈利能力的关键业务要素。其研究成果能够完善对行业发展规律和经营模式系统性理解，从而进一步指导该领域的相关业务实践，提高经销商整体经营业绩。本课题通过四个阶段来开展经销商整体经营与盈利归因的相关研究。首先，本课题梳理了中国汽车消费行业发展的历史，同时阐述样本期内（2018-2020年）国内宏观经济和汽车消费市场的特征进行，并介绍X品牌汽车经销商的地理分布、资质和业绩评级体系、自身经营特征以及汽车生产商对经销商扶持政策等方面。在第二阶段，本课题聚焦研究假设、模型与方法，通过对X品牌汽车经销商的业务结构和运营管理开展分析，并逐步识别影响经销商盈利的关键指标变量，并提出研究假设和相关模型（即时间序列模型和面板回归模型）。在第三阶段，本课题首先开展经销商相关信息整体性统计分析，获得关键业务指标在样本期内动态特征，并结合时间序列回归模型探讨各项业务指标对经销商整体盈利能力的影响程度。在第四阶段，本课题采用（个体）固定效应的面板回归模型来研究不同组别（控制）条件下经销商盈利能力的影响因素以及其盈利能力对这些因素的敏感程度，从而更深入和全面地揭示影响经销商盈利能力的潜在因素。
基于上述四阶段的研究结果，本研究进一步就提升经销商盈利能力展开讨论，并提出相应对策。本课题相关结论仅从X品牌汽车经销商经营和财务数据进行定性和定量分析获得，但衷心希望本研究的成果能够对汽车经销商改善经营业务方面能起到实践上的借鉴和指导意义。
ContributorsPan, Guangxiong (Author) / Shen, Wei (Thesis advisor) / Wu, Fei (Thesis advisor) / Zhu, Qigui (Committee member) / Arizona State University (Publisher)
Created2022
Description
My research investigates how tech businesses alter society by engaging with their consumers in online and mobile spaces. In the first chapter, I examine the effect of a user deterrence policy - a policy that adds friction to information sharing and promotion to curb malicious activities of abnormal users - on regular users in an online platform. According to a quasi-experiment on an online news site, the deterrence policy increases regular users’ feedback activities by 0.11 percent by upvoting or downvoting others’ comments. To examine the underlying rationale for effect, I use the rational voting decisions framework and find that the deterrent policy enhances the subjective likelihood of affecting the popularity of comments among regular users by casting a decisive vote, due to the expected drop in abnormal user activity. Additionally, I observe that the deterrence policy strongly affects active users and political extremes. As disinformation poses a substantial threat to the sustainability of online platforms, this study provides valuable insights for businesses and policymakers as they assess the consequences of abnormal user deterrence policies. In the second chapter, I develop a conceptual model that shows how the efficacy of artificial intelligence positively affects firm performance, which is mediated by improved distributive equity. Using a dataset of 45 million users from 35 countries across 5 continents collected from a global artificial intelligence-powered education app, I find strong support for distributive equity as a mediator between the perceived efficacy of artificial intelligence and firm performance. I also find that the mediating effect of distributive equity is more pronounced in severe environmental conditions regarding political regimes, economic development, socio-cultural aspect, and technological resources, hence aiding in the actualization of artificial intelligence in such contexts. This research contributes to the growing popularity of the blended value proposition, such as the simultaneous pursuit of financial and social interests, by expanding a business model from a bottom line to a double bottom line approach. I discuss how this study extends the literature and provides managerial implications of artificial intelligence firms for global expansion, recruitment, and an inclusive information system.
ContributorsJeong, Dahae (Author) / Han, Sang Pil (Thesis advisor) / Lee, Sanghak (Thesis advisor) / Park, Sungho (Committee member) / Arizona State University (Publisher)
Created2023