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- Genre: Doctoral Dissertation
- 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
Mobile applications (Apps) markets with App stores have introduced a new approach to define and sell software applications with access to a large body of heterogeneous consumer population. Several distinctive features of mobile App store markets including – (a) highly heterogeneous consumer preferences and values, (b) high consumer cognitive burden of searching a large selection of similar Apps, and (c) continuously updateable product features and price – present a unique opportunity for IS researchers to investigate theoretically motivated research questions in this area. The aim of this dissertation research is to investigate the key determinants of mobile Apps success in App store markets. The dissertation is organized into three distinct and related studies. First, using the key tenets of product portfolio management theory and theory of economies of scope, this study empirically investigates how sellers’ App portfolio strategies are associated with sales performance over time. Second, the sale performance impacts of App product cues, generated from App product descriptions and offered from market formats, are examined using the theories of market signaling and cue utilization. Third, the role of App updates in stimulating consumer demands in the presence of strong ranking effects is appraised. The findings of this dissertation work highlight the impacts of sellers’ App assortment, strategic product description formulation, and long-term App management with price/feature updates on success in App market. The dissertation studies make key contributions to the IS literature by highlighting three key managerially and theoretically important findings related to mobile Apps: (1) diversification across selling categories is a key driver of high survival probability in the top charts, (2) product cues strategically presented in the descriptions have complementary relationships with market cues in influencing App sales, and (3) continuous quality improvements have long-term effects on App success in the presence of strong ranking effects.
ContributorsLee, Gun Woong (Author) / Santanam, Raghu (Thesis advisor) / Gu, Bin (Committee member) / Park, Sungho (Committee member) / Arizona State University (Publisher)
Created2015
Description
Most existing security decisions for both defending and attacking are made based on some deterministic approaches that only give binary answers. Even though these approaches can achieve low false positive rate for decision making, they have high false negative rates due to the lack of accommodations to new attack methods and defense techniques. In this dissertation, I study how to discover and use patterns with uncertainty and randomness to counter security challenges. By extracting and modeling patterns in security events, I am able to handle previously unknown security events with quantified confidence, rather than simply making binary decisions. In particular, I cope with the following four real-world security challenges by modeling and analyzing with pattern-based approaches: 1) How to detect and attribute previously unknown shellcode? I propose instruction sequence abstraction that extracts coarse-grained patterns from an instruction sequence and use Markov chain-based model and support vector machines to detect and attribute shellcode; 2) How to safely mitigate routing attacks in mobile ad hoc networks? I identify routing table change patterns caused by attacks, propose an extended Dempster-Shafer theory to measure the risk of such changes, and use a risk-aware response mechanism to mitigate routing attacks; 3) How to model, understand, and guess human-chosen picture passwords? I analyze collected human-chosen picture passwords, propose selection function that models patterns in password selection, and design two algorithms to optimize password guessing paths; and 4) How to identify influential figures and events in underground social networks? I analyze collected underground social network data, identify user interaction patterns, and propose a suite of measures for systematically discovering and mining adversarial evidence. By solving these four problems, I demonstrate that discovering and using patterns could help deal with challenges in computer security, network security, human-computer interaction security, and social network security.
ContributorsZhao, Ziming (Author) / Ahn, Gail-Joon (Thesis advisor) / Yau, Stephen S. (Committee member) / Huang, Dijiang (Committee member) / Santanam, Raghu (Committee member) / Arizona State University (Publisher)
Created2014
Description
One necessary condition for the two-pass risk premium estimator to be consistent and asymptotically normal is that the rank of the beta matrix in a proposed linear asset pricing model is full column. I first investigate the asymptotic properties of the risk premium estimators and the related t-test and Wald test statistics when the full rank condition fails. I show that the beta risk of useless factors or multiple proxy factors for a true factor are priced more often than they should be at the nominal size in the asset pricing models omitting some true factors. While under the null hypothesis that the risk premiums of the true factors are equal to zero, the beta risk of the true factors are priced less often than the nominal size. The simulation results are consistent with the theoretical findings. Hence, the factor selection in a proposed factor model should not be made solely based on their estimated risk premiums. In response to this problem, I propose an alternative estimation of the underlying factor structure. Specifically, I propose to use the linear combination of factors weighted by the eigenvectors of the inner product of estimated beta matrix. I further propose a new method to estimate the rank of the beta matrix in a factor model. For this method, the idiosyncratic components of asset returns are allowed to be correlated both over different cross-sectional units and over different time periods. The estimator I propose is easy to use because it is computed with the eigenvalues of the inner product of an estimated beta matrix. Simulation results show that the proposed method works well even in small samples. The analysis of US individual stock returns suggests that there are six common risk factors in US individual stock returns among the thirteen factor candidates used. The analysis of portfolio returns reveals that the estimated number of common factors changes depending on how the portfolios are constructed. The number of risk sources found from the analysis of portfolio returns is generally smaller than the number found in individual stock returns.
ContributorsWang, Na (Author) / Ahn, Seung C. (Thesis advisor) / Kallberg, Jarl G. (Committee member) / Liu, Crocker H. (Committee member) / Arizona State University (Publisher)
Created2011
Description
Information technology (IT) outsourcing, including foreign or offshore outsourcing, has been steadily growing over the last two decades. This growth in IT outsourcing has led to the development of different hubs of services across nations, and has resulted in increased competition among service providers. Firms have been using IT outsourcing to not only leverage advanced technologies and services at lower costs, but also to maintain their competitive edge and grow. Furthermore, as prior studies have shown, there are systematic differences among industries in terms of the degree and impact of IT outsourcing. This dissertation uses a three-study approach to investigate issues related to IT outsourcing at the macro and micro levels, and provides different perspectives for understanding the issues associated with IT outsourcing at a firm and industry level. The first study evaluates the diffusion patterns of IT outsourcing across industries at aggregate level and within industries at a firm level. In addition, it analyzes the factors that influence the diffusion of IT outsourcing and tests models that help us understand the rate and patterns of diffusion at the industry level. This study establishes the presence of hierarchical contagion effects in the diffusion of IT outsourcing. The second study explores the role of location and proximity of industries to understand the diffusion patterns of IT outsourcing within clusters using the spatial analysis technique of space-time clustering. It establishes the presence of simultaneous space and time interactions at the global level in the diffusion of IT outsourcing. The third study examines the development of specialized hubs for IT outsourcing services in four developing economies: Brazil, Russia, India, and China (BRIC). In this study, I adopt a theory-building approach involving the identification of explanatory anomalies, and propose a new hybrid theory called- knowledge network theory. The proposed theory suggests that the growth and development of the IT and related services sector is a result of close interactions among adaptive institutions. It is also based on new knowledge that is created, and which flows through a country's national diaspora of expatriate entrepreneurs, technologists and business leaders. In addition, relevant economic history and regional geography factors are important. This view diverges from the traditional view, wherein effective institutions are considered to be the key determinants of long-term economic growth.
ContributorsMann, Arti (Author) / Kauffman, Robert J. (Thesis advisor) / Santanam, Raghu (Thesis advisor) / St. Louis, Robert (Committee member) / Anselin, Luc (Committee member) / Nault, Barrie R (Committee member) / Arizona State University (Publisher)
Created2012
Description
In this dissertation, two interrelated problems of service-based systems (SBS) are addressed: protecting users' data confidentiality from service providers, and managing performance of multiple workflows in SBS. Current SBSs pose serious limitations to protecting users' data confidentiality. Since users' sensitive data is sent in unencrypted forms to remote machines owned and operated by third-party service providers, there are risks of unauthorized use of the users' sensitive data by service providers. Although there are many techniques for protecting users' data from outside attackers, currently there is no effective way to protect users' sensitive data from service providers. In this dissertation, an approach is presented to protecting the confidentiality of users' data from service providers, and ensuring that service providers cannot collect users' confidential data while the data is processed or stored in cloud computing systems. The approach has four major features: (1) separation of software service providers and infrastructure service providers, (2) hiding the information of the owners of data, (3) data obfuscation, and (4) software module decomposition and distributed execution. Since the approach to protecting users' data confidentiality includes software module decomposition and distributed execution, it is very important to effectively allocate the resource of servers in SBS to each of the software module to manage the overall performance of workflows in SBS. An approach is presented to resource allocation for SBS to adaptively allocating the system resources of servers to their software modules in runtime in order to satisfy the performance requirements of multiple workflows in SBS. Experimental results show that the dynamic resource allocation approach can substantially increase the throughput of a SBS and the optimal resource allocation can be found in polynomial time
ContributorsAn, Ho Geun (Author) / Yau, Sik-Sang (Thesis advisor) / Huang, Dijiang (Committee member) / Ahn, Gail-Joon (Committee member) / Santanam, Raghu (Committee member) / Arizona State University (Publisher)
Created2012
Description
How to play the advantages of network loan platform to reduce the financing costs of net loan platform both in theory and practice has important significance. In this paper, we use the method of qualitative and quantitative combination. First of all, through the interview of the net loan platform practitioners, the financing cost of the net loan platform comes from the internal and external parts. Part of the network loan platform should be righteous, but counterproductive human and material costs, credit costs, information efficiency, transaction costs and matching costs; part of the emerging industry as a challenge, compliance costs, technical costs and safety costs and other cost. And put forward the top design credit system, promote the credit system; build a unified development of regulatory policies to reduce compliance risks; increase investment in technology, share the improvement of technological progress bonuses. Through the establishment of the regression model, the paper analyzes the influence of various indexes of network loan platform on the cost of network reception. It is found that the background of net loan platform with shareholder and executive team as the proxy variable has significant influence on the cost of network loan platform. The effect is not significant. Risk control indicators on the net loan platform cost has a significant negative effect. The impact of operating capacity on the cost of net loan platform differentiation, the acquisition of the cost of positive relations, the other is negative relations. Policy compliance indicators of financial security on the net loan platform cost significantly, the other did not significantly affect the role of liquidity indicators of differentiation, the average borrowing period will significantly affect the net loan platform costs, liquidity is a negative impact. And finally put forward the policy and recommendations and research limitations and future direction.
ContributorsRen, Junxia (Author) / Gu, Bin (Thesis advisor) / Chang, Chun (Thesis advisor) / Qian, Jun (Committee member) / Arizona State University (Publisher)
Created2017
Description
This article can be divided into six parts.
The first chapter analyzes the background, theatrical and particle reasons of this research. The author argues that the management of law firm needs a set of good system. The first one is operating the law firm in scale, and the other on is corporate management model, which shall be constructed in detail in the paper and will be put into practice by the law firm in which the author is worked.
The second chapter will introduce modern management theory, combining the situation of management in our law firm to analyze, raising some reasonable suggestions and instructions to promote our law firm to achieve the corporate management.
In the third chapter, the first chapter, starting with the review of the development process of foreign and our law firms, listing the organizational forms and the characteristics of our law firm, analyzing the situation and the drawbacks of the law firm management.
The fourth and fifth chapter introduce he background, the connotation of the corporate management model, listing the development and successful experience of some typical cases in respect of corporate management.
In the last chapter, the construction of corporate management model will be introduced in terms of organization form, human resource management and informationizing development.
The corporate management model is not mature in china. Though it is not easy to reform the existing model, but it should be believed that the development benefiting the legal industry will be achieved.
The first chapter analyzes the background, theatrical and particle reasons of this research. The author argues that the management of law firm needs a set of good system. The first one is operating the law firm in scale, and the other on is corporate management model, which shall be constructed in detail in the paper and will be put into practice by the law firm in which the author is worked.
The second chapter will introduce modern management theory, combining the situation of management in our law firm to analyze, raising some reasonable suggestions and instructions to promote our law firm to achieve the corporate management.
In the third chapter, the first chapter, starting with the review of the development process of foreign and our law firms, listing the organizational forms and the characteristics of our law firm, analyzing the situation and the drawbacks of the law firm management.
The fourth and fifth chapter introduce he background, the connotation of the corporate management model, listing the development and successful experience of some typical cases in respect of corporate management.
In the last chapter, the construction of corporate management model will be introduced in terms of organization form, human resource management and informationizing development.
The corporate management model is not mature in china. Though it is not easy to reform the existing model, but it should be believed that the development benefiting the legal industry will be achieved.
ContributorsZhu, Ping (Author) / Gu, Bin (Thesis advisor) / Chang, Chun (Thesis advisor) / Zhu, Ning (Committee member) / Arizona State University (Publisher)
Created2017
Description
Due to the booming young mothers and fathers in the new era as well as the changes in the concept of parenting and the favorable liberalization of China's second child policy, the maternal-baby nursing market continues to grow, and it has become a must for businesses nowadays. In 2020, the size of the maternal-baby nursing market will reach 3.6 trillion. (Data: Yibang Power China's Maternal and Child Industry White Paper 2017).
The rapid development of mobile Internet, highly transparent information, consumers grasp the sovereignty, along with the rise of the middle class, consumption increase encouraged personalized, customized needs. The boundaries between online and offline are becoming increasingly blurred. Consumers are more inclined to choose multi-category with service channel providers. If the retailers still rely on good market resources, and the difference between the sales and purchase of commodities, they will face a huge challenge of the decrease in passenger flow and a decline in performance.
The paper takes the relationship between maternal-baby nursing retailers and targets customers as the study object, based on customer service of maternal-baby nursing retailer data, empirical studies, we found that this particular group, mothers and babies, especially value safety, quality, public praise and community review. If the retail enterprise attaches importance to establishing relationships with customers and enhances the relational viscosity through mutual trust, emotional formation and spread of public praise, it will help to increase the traffic volume and increase the output value of single customers.
The maternal-baby nursing retailers form a strong relationship between enterprises and customers by establishing a strong relationship between products and customers, employees and customers, and customers to customers. Maternal-baby nursing retailers operate single-customer value deeply, build a heavy membership system and manage customer assets, thereby enhancing their brand and performance.
The research on the method of establishing the strong tie can be considered as an analysis of feasibility. The research results of this paper will help to improve the overall customer service experience and satisfaction of the mother and infant retail industry, enhance the development of the whole industry and draw significance lessons from other service industries.
The rapid development of mobile Internet, highly transparent information, consumers grasp the sovereignty, along with the rise of the middle class, consumption increase encouraged personalized, customized needs. The boundaries between online and offline are becoming increasingly blurred. Consumers are more inclined to choose multi-category with service channel providers. If the retailers still rely on good market resources, and the difference between the sales and purchase of commodities, they will face a huge challenge of the decrease in passenger flow and a decline in performance.
The paper takes the relationship between maternal-baby nursing retailers and targets customers as the study object, based on customer service of maternal-baby nursing retailer data, empirical studies, we found that this particular group, mothers and babies, especially value safety, quality, public praise and community review. If the retail enterprise attaches importance to establishing relationships with customers and enhances the relational viscosity through mutual trust, emotional formation and spread of public praise, it will help to increase the traffic volume and increase the output value of single customers.
The maternal-baby nursing retailers form a strong relationship between enterprises and customers by establishing a strong relationship between products and customers, employees and customers, and customers to customers. Maternal-baby nursing retailers operate single-customer value deeply, build a heavy membership system and manage customer assets, thereby enhancing their brand and performance.
The research on the method of establishing the strong tie can be considered as an analysis of feasibility. The research results of this paper will help to improve the overall customer service experience and satisfaction of the mother and infant retail industry, enhance the development of the whole industry and draw significance lessons from other service industries.
ContributorsWang, Jianguo (Author) / Gu, Bin (Thesis advisor) / Chen, Hong (Thesis advisor) / Cui, Haitao (Committee member) / Arizona State University (Publisher)
Created2018
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