How would consumers respond to mobile ads in spatially and temporally bounded captive environments? We theorize that consumers who are forced to wait are likely to perceive an abundance of time and ultimately become more responsive to mobile ads. To test our theory, we conducted three studies following a multimethod approach. In Study 1, a large-scale field study (n = 66,473), we found a relationship between captivity and receptiveness to mobile ads in transit. In Study 2, a lab experiment, we extended our findings by revealing that time perception mediated the relationship between captivity and intention to click on mobile ads. Last, in Study 3, we tested boredom and individual propensities to use time efficiently as underlying mediating and moderating conditions for captivity's effect. Overall, the results have implications for advertising practitioners and researchers examining context-based mobile targeting.

This paper aims to explore the development of a perceived anthropocentric threat (PAT) arising from the advancement of AI-based assistants (AIAs) beyond human capabilities. We highlight that while anthropomorphism offers valuable insights into human-AI interaction, it provides an incomplete understanding of advanced AIAs. To address this, we introduce the concept of ego-morphism, which emphasizes AIA's unique behavior and attributes, shifting the focus away from mere human resemblances. Building upon prior research on anthropocentrism (belief that the humans are the center of the universe), we define PAT in the context of AI's intelligence, autonomy, and ethical aspects. The study results reveal that when users perceive AIA as possessing its own ego, they are more likely to perceive PAT, particularly in cases where AIAs violate ethical values. The findings unveil new insights into the black box phenomenon through the lens of ego-morphism and its association with PAT. These findings show that individuals favor AIAs resembling humans as long as they exhibit human-like understanding of values and norms.

Mobile technologies have enabled marketers to target consumers anywhere and anytime. However, as consumers react and respond differently depending on what situation they are in, there is an apparent need to determine when, where, and what kind of advertisement is most relevant to the consumer. Prior studies have found evidence on the influence of contextual factors such as location, time, and consumer behavior to the effectiveness of mobile ads but there has been little empirical evidence that examines contextual factors simultaneously. This paper proposes a holistic approach to examine the response of consumers when faced with two types of contextual factors (environmental and consumer contexts) through the lens of the Mobile Advertising Effectiveness Framework. Additionally, the influence of advertisement type (push- vs. pull -based) to these factors, along with the interactions among the variables are also investigated to determine which factors elicit the best response from consumers.

This study of anthropomorphic response to artificial intelligence begins with an extensive review of the literature and an identification of conceptual distinctions between anthropomorphism and anthropomorphic response. The authors develop an instrument for measuring how users form anthropomorphic response to interactions with AI chatbots. Amazon MTurk is used to recruit 120 users for a pilot study and 303 users for the main study. Participants respond to six scenarios depicting interactions with banking service chatbots of varying appearance and intelligence. Results show that anthropomorphic response depend on perceptions of agent appearance, cognitive intelligence, and emotional intelligence. Users perceive more humanness in highly intelligent but disembodied agents rather than in highly intelligent agents that have poorly designed appearances. And users who have strong tendencies to anthropomorphize non-sentient entities are less likely to form anthropomorphic response when interacting with agents with high cognitive intelligence. The study enhances understandings about human/AI interactions. It provides directions for future research regarding anthropomorphic response and provide directions for future research on designing and using artificial agents.

The present study investigates the effects of smart speaker usage on consumers’ digital content search, purchase, and consumption behaviors. Using a unique panel data set comprising information on household patterns of digital content (e.g., video on demand [VOD]) transactions and consumption and smart speaker usage, we found that the adoption of smart speakers is positively associated with the increased purchase of digital content but negatively related to the average rate of content completion. More specifically, we found that VOD content-related expenditures increased by 21.5% following smart speaker adoption but the average consumption of VOD content purchased decreased by 3.0%. We also examined millions of data points on TV remote-control use and conducted a survey via MTurk to support the validity of the findings. Smart speaker usage can reduce search costs, which subsequently increases search incidence and conversion rates, behavioral changes that can lead to a rise in purchases. We further show that the use of smart speakers for purposes other than information seeking is positively associated with purchases. We develop insights on how to elicit economic value from voice recognition technologies and provide implications for the design and implementation of effective voice commerce strategies.

The ubiquity of both mobile devices and PC's has enabled the modern-day consumer to engage in cross-platform online searches as a new norm. The accumulated knowledge on cross-device search behavior to date, however, emanates largely from industry reports and at an aggregate level. To better understand the individual consumer's purchase decision process, we set out to investigate contingencies of what (subject of search), how (device of choice), and when (stage in the buying decision). To this end, we utilize a panel data consisting of clickstream from mobile and PC searches, coupled with entropy-based metric to chart the breadth and depth of browsing as well as topic modeling to glean insight into the nature and the themes of the search at different points en route to purchase. We find consumers generally preferring mobile device (PC) for breadth (depth) in search for the earlier (later) stages-lending support to the notion of two-stage decision-making even with cross-device usage. Other highlights include consumers exhibiting a pattern of extensively searching the purchased brand in the initial stages on mobile but not on PC. Moreover, a comparison of consumers with online conversion taking place exclusively via PC vs. across devices reveals a distinct preference for devices contingent upon the topics searched.

인공지능의 발달로 최근 챗봇에서부터 지능형 서비스 로봇에 이르기까지 인간의 특성을 제품 디자인과 기능적인 부분에 적용한 의인화 사례가 늘어나고 있다. 이러한 의인화 기법의 효과에 대해 많은 연구가 이뤄졌는데, 과거 연구에서는 의인화가 일관적으로 긍정적 효과를 나타내지는 않는 것으로 나타났다. 이러한 결과는 의인화가 무엇인지에 대한 정확한 정의와 의인화의 효과에 영향을 미치는 요인을 연구자마다 다르게 설정한 것인 큰 원인 중의 하나로 생각된다. 본 연구에서는 의인화 적용 사례 및 의인화에 대한 실험을 포함한 48개의 과거연구를 분석하여 의인화의 의미, 정의, 그리고 의인화의 결과에 영향을 미치는 중요 요인을 식별하고 의인화 속성들을 구체적으로 정리, 비교 및 분석하는 것이 목적이다. 본 연구는 기존 연구에 대한 문헌 연구를 통해 의인화 개념을 보다 체계적으로 재정립하고 각 연구의 의인화 측정지표, 실험 디자인 등을 살펴봄으로써 일관적인 의인화 영향 요인을 도출하고자 하였다. 본 연구의 중요한 결과는 다음과 같다. 첫째, 연구 대상인 의인화의 개념과 정의가 연구마다 다름을 발견하였다. 이는 향후 의인화 연구에서 의인화에 대한 명확한 정의와 개념정립이 필요함을 시사한다. 둘째, 의인화를 측정하는 요인이 연구에 따라 차이가 있음을 확인하였다. 사람의 모습을 닮은 시각적인 의인화에 집중된 연구가 있는 반면, 스스로 생각하고 결정하는 AI 지능에 초점을 맞춘 연구도 있었다. 따라서, 향후 의인화 연구에서는 의인화의 정도를 측정하는 요인을 신중이 선정해야 한다는 시사점을 도출할 수 있다. 셋째, 의인화에 대한 기존 연구의 분류와 분석을 통해서 의인화의 유형별로 의인화의 효과가 다름을 확인하였다. 이를 바탕으로 향후 의인화에 대한 연구에서 의인화의 유형별 효과를 예상하는데 도움이 될 것으로 생각된다. 최근에 의인화에 대한 연구가 많이 이루어지고 있는 만큼 본 연구는 의인화에 대한 후속 연구에서 의인화에 대한 정확한 개념과 정의, 그리고 측정방법을 제공한다는 점에서 의의가 있다. 또한 의인화의 영향에 관련된 다양한 요인에 대한 분석을 함으로써 향후 AI 의인화에 대한 연구를 좀 더 정교하게 수행할 수 있는 가이드라인을 제공하는 의의가 있다고 생각된다.

지금까지 많은 리뷰 연구가 이루어져 왔음에도 불구하고 소비자들이 남긴 리뷰들 중 대표적인 리뷰의 위치나 크기를 소비자들이 인식할 수준만큼 강조하는 리뷰, 이른바 강조된 리뷰에 대한 연구는 부족한 실정이다. 본 연구는 강조된 리뷰의 노출 방식에 따른 소비자들의 인식 차이를 확인하는 것이 주된 목표이다. 이를 위해 가상의 온라인 리뷰 페이지를 제작하여 최종적으로 강조된 리뷰가 없는 이미지를 보여주는 집단 23명, 긍정적으로 강조된 리뷰만 노출하여 보여주는 집단 61명, 그리고 긍정적으로 강조된 리뷰와 부정적으로 강조된 리뷰를 모두 노출하여 보여주는 집단 87명을 대상으로 분석하였다. 분석 결과, 강조된 리뷰의 노출 방식에 따른 차이는 리뷰의 유용성 측면에서는 유의한 수준으로 유용성에 양의 상관관계가 나타났으나, 회의감에는 유의한 영향을 주지 않았다. 또한 리뷰의 유용성과 플랫폼 신뢰도와는 유의한 양의 상관관계, 리뷰의 회의감과 플랫폼 신뢰도와는 유의한 음의 상관관계가 나타났으며, 최종적으로 플랫폼 신뢰도와 사용 의도와의 관계는 유의한 수준으로 긍정적인 영향을 미쳤다. 모든 분석 결과에서 상품군에 따른 차이는 거의 없었다. 이를 통해, 온라인 쇼핑몰의 리뷰를 설계할 때 잠재적인 소비자들의 사용 의도 및 신뢰도를 높이기 위해서 긍정적으로 강조된 리뷰와 부정적으로 강조된 리뷰를 모두 보여주는 것이 중요하다는 점을 시사할 수 있다.

There are many things to consider in establishing a platform strategy. Those introduced here are things that should not be neglected in the process of planning a platform strategy, because doing so will increase the possibility of failure even after considerable efforts are made to develop the strategy. Let us not make the mistake of losing the war with a faulty strategy.

The success of a platform business depends on how many businesses or people are connected and cooperate through the platform. One of the important reasons why a platform appears in the market is that the infrastructure it offers produces value for participants and allows them to obtain synergy from cooperation.The platform’s architecture or governance, which are considered significant elements, facilitate interplay among participants and promote repeated use. The two pillars of value creation of the platform are economies of scale and network effect (or network externalities).

The platform takes a variety of modes in various industries. A platform and its many affiliates in the ecosystem are mutually influential. In this chapter, we examine some cases of successful platforms, while identifying the components of a platform and the key to its success.

Platforms produce ecosystems with various elements and participants, and as a result of their activities, ecosystems changed and evolved. Platform ecosystems emphasize collaboration rather than competition. In addition, platformers prefer leaving the door open rather than closed. In a platform ecosystem, sustainable development is achieved through openness and cooperation. In this chapter, we examine the principles on which the platform ecosystem operates.

The rapid growth of economic transactions generated by live streaming broadcasts (“LSB”) has created opportunities for retailers to increase sales. However, little is known about what impact LSB celebrities have on customers and what causes LSB celebrities to become famous. This study aimed to fill this gap by studying the economics of LSBs. This study was conducted through a para-social relationship and attractiveness theory framework. Consequently, social and task attraction were assumed to be the antecedents of the para-social relationship that induced purchase intention. This study examined the impact of relationship rewards, self-disclosure, affective interactivity, informative interactivity, and the amount of information provided on purchase intentions through LSB. Celebrities can use the results of this study to enhance their appeal to fans and promote customers’ purchase on e-commerce. This study contributed to the IS field by investigate the impact of para-social relationship on the online shopping context.

Certain things precede strategy planning and predicting about a platform. It is important to understand that company-to-company, person-to-person interplay and collaboration only became possible with the development of information technology. It is also necessary to understand how workplace environments have changed, since the platform as a business format arose naturally from changes in the business environment. Here, we examine changes in the management environment and the circumstances that brought about the platform business phenomenon.

In the last century, we have witnessed the rise of a new kind of company, one that leverages on a new business model — the platform.

With the growing size of the food delivery mobile application market, reviews of restaurants are becoming more significant. As part of their marketing strategy, restaurants listed in Korean food delivery mobile applications such as Baemin and Yogiyo have come up with the Advance Review Reward Promotion (ARRP) in which rewards are given out before writing a review. Despite the perception of great loss accompanied by giving out rewards with uncertain promises from consumers, more and more restaurants are explosively expanding their ARRP, and restaurants not offering such reward promotions are considered rare. Based on extant literature, we hypothesized that the Traditional Review Reward Promotion (TRRP) in which rewards are given out after writing restaurant reviews and ARRP differ in terms of the quantity of reviews, the deviation of the quality of verbal information in reviews, and the quantity of reviews included visual information according to the timing of reward provision.

Earlier, we examined companies that succeeded, failed, or are in transition. As these examples demonstrate, adoption of the platform strategy does not always lead to success. In order to succeed, we must understand the characteristics of a successful strategy and how to apply it. Let us now examine the characteristics of a successful platform strategy.

Over time, an online user searching for information about an idea or product may enter multiple search engine queries, thus creating a keyword search pattern from which the user's intent may be inferred. Such inferences could lead a merchant to alter the messages or provide offers to push the user toward a purchase decision once the user reaches the advertiser's website. Our research seeks to establish the relationship between these patterns as they occur during a user's search session and the user's purchase behavior. To test our hypotheses, we examine a unique dataset from a large Asian travel agency that includes over two million unique search engine queries and clicks as well as the same users' corresponding on-site behavior over a one-year period. We developed a typology for the coding of search queries used in determining the level of specificity and breadth as well as content type for each of the searches. Our analysis provides important findings regarding the relationship between search patterns and behavior.

This study applies entrepreneurship theory and social capital perspective to IT freelancing to facilitate a better understanding of it. Our model hypothesizes that both IT self-efficacy and social capital obtained through social media interactions contribute to IT freelancers' entrepreneurial behavior and then this entrepreneurial behavior influences their performance. We collected primary data from one of the leading online freelancing marketplaces, oDesk.com (currently Upwork.com ). Our empirical findings confirm the core assertion of our research model. The implications of these findings for research and practice are discussed. Directions for future research are also provided.