Matching Items (4)
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- All Subjects: Consumer Behavior
- All Subjects: Influencing factors
- Creators: Gu, Bin
Description
Social media offers a powerful platform for the independent digital content producer community to develop, disperse, and maintain their brands. In terms of information systems research, the broad majority of the work has not examined hedonic consumption on Social Media Sites (SMS). The focus has mostly been on the organizational perspectives and utilitarian gains from these services. Unlike through traditional commerce channels, including e-commerce retailers, consumption enhancing hedonic utility is experienced differently in the context of a social media site; consequently, the dynamic of the decision-making process shifts when it is made in a social context. Previous research assumed a limited influence of a small, immediate group of peers. But the rules change when the network of peers expands exponentially. The assertion is that, while there are individual differences in the level of susceptibility to influence coming from others, these are not the most important pieces of the analysis--unlike research centered completely on influence. Rather, the context of the consumption can play an important role in the way social influence factors affect consumer behavior on Social Media Sites. Over the course of three studies, this dissertation will examine factors that influence consumer decision-making and the brand personalities created and interpreted in these SMS. Study one examines the role of different types of peer influence on consumer decision-making on Facebook. Study two observes the impact of different types of producer message posts with the different types of influence on decision-making on Twitter. Study three will conclude this work with an exploratory empirical investigation of actual twitter postings of a set of musicians. These studies contribute to the body of IS literature by evaluating the specific behavioral changes related to consumption in the context of digital social media: (a) the power of social influencers in contrast to personal preferences on SMS, (b) the effect on consumers of producer message types and content on SMS at both the profile level and the individual message level.
ContributorsSopha, Matthew (Author) / Santanam, Raghu T (Thesis advisor) / Goul, Kenneth M (Committee member) / Gu, Bin (Committee member) / Arizona State University (Publisher)
Created2013
Description
This study examines the 3 key questions of media budget allocation, to find our a better invest model. Including spending share of traditional media and digital media, program selection strategy and duration mix optimization to analyse the trend of sample A (a global cosmetic brand) . Based on every test media campaign, we do research of media performance and sales volumn, add youth consumer behavior result, to develop a media investment ROI model for this brand. Create the evaluation system according to past big data and find the learnings of different length TVC usage. Of course all relavant findings and implications will be summarized after every section.
ContributorsXu, Jin (Author) / Gu, Bin (Thesis advisor) / Chen, Xinlei (Thesis advisor) / Shao, Benjamin (Committee member) / Arizona State University (Publisher)
Created2018
Description
During the past decade, the Chinese bond market has been rapidly developing. The percentage of bond to total social funding is constantly increasing. The structure and behavior of investors are crucial to the construction of China’s bond market. Due to specific credit risks, bond market regulation usually involves in rules to control investor adequancy. It is heatedly discussed among academia and regulators about whether individual investors are adequate to directly participate in bond trading. This paper focuses on the comparison between individual and institutional bond investors, especially their returns and risks. Based on the comparison, this paper provides constructive suggestions for China’s bond market development and the bond market investor structure.
ContributorsLiu, Shaotong (Author) / Gu, Bin (Thesis advisor) / Zhu, Ning (Thesis advisor) / Yan, Hong (Committee member) / Arizona State University (Publisher)
Created2016
Description随着移动互联网的快速发展，共享经济在我国产业结构转型升级中作用愈来愈大，IT服务的供给和需求已逐渐卷入共享经济发展的浪潮。本文以我国产业互联网生态建设中共享经济应用的典型IT技术服务生态平台——S公司为例，系统研究线上IT技术服务模式下客户满意度的构成和影响因素。针对当前IT服务需求与资源的不均衡情况，S公司将社会化协作、共享经济等新型理念植入线上IT共享服务平台，将分散在全国范围内不同行业、不同地域、不同层次IT服务需求（客服IT服务外包）和供给（工程师、服务商资源、备品备件资源等）进行资源整合，通过APP打通了传统方式下客户需求和IT服务资源供给间的通道，并部署了云端IT服务资源池，持续为客户提供高质量的IT服务。
本文构建了客户所处不同阶段满意度量表，并结合S公司线上IT服务平台模式特征建立客户满意度影响因素研究模型，并从客户层面、工程师层面、平台层面入手构建了不同阶段实证模型。本文主要从两方面着手：第一，构建系统化的客户评价量表，并借助问卷调查法获取有效数据，为后续实证储备资源；第二，通过构建多元线性回归模式，实证检验客户对工程师的满意度的影响因素和作用机理。实证结果发现：（1）客户层面，客户自身对产品或服务价值感知的认可度越高，客户的整体满意度越高；（2）实证结果并未发现工程师年龄、性别、历史接单量对客户满意度具有显著的正向或负向影响，工程师级别越高客户满意度水平越高，交易后教育程度对客户满意度具有正向影响，工程师优质的服务评价对客户满意度具有正向影响，工程师投诉率越高客户满意度越低，订单的延期或终止（特别是由工程师发起）会大大降低客户的满意度；（3）平台层面，平台下载量越高，客户的整体满意度越高。
本文的研究框架和实证结论不仅可以丰富学术界有关线上IT服务平台的客户评价体系，而且有助于从企业提升客户粘性、提升平台流量等角度系统分析影响客户粘性的主要因素，为线上共享服务平台的发展提供借鉴。
ContributorsCao, Hongyi (Author) / Shao, Benjamin (Thesis advisor) / Li, Xianglin (Thesis advisor) / Gu, Bin (Committee member) / Arizona State University (Publisher)
Created2021