The widespread use of personal communication technologies (PCTs) for commercial message dissemination necessitates understanding that PCTs might lead to better commercial performance in different situations. Building primarily on apparatgeist and social construction theories, this research proposes that consumer responses to PCT-disseminated commercial messages are jointly influenced by the PCT (i.e., <i>technology</i>) that carries general symbolic meanings about its nature and purpose (<i>its</i> “<i>spirit</i>”), and the context culture (i.e., the cultural milieu) in which it is used. We began with focus groups' assessments of two commonly utilized PCTs—email and short message service—which revealed their comparative symbolic meanings in terms of intimacy or formality of communication—to be in line with extant literature. Then, in a commercial setting where retailers leverage PCTs to disseminate product discount coupons, we examined the difference between two distinct environments that differed in their <i>context-cultural dimensions</i> (their cultural milieus of social interaction and communication)—i.e., China (an environment of high context-cultural dimension) and Switzerland (an environment of low context-cultural dimension). To do so, we first validated the context-cultural differences through a survey (study 1) and conducted two matching field experiments in the two countries involving more than one thousand consumers (study 2). Results support our propositions, demonstrating favorable commercial performance for SMS use in the high context-cultural environment and for email use in the low context-cultural environment. Follow-up surveys (study 3) corroborated the results and provided deeper insights into how both PCTs' general meanings and pertinent values in the cultural milieus we studied led to consumer responses. Besides presenting empirical evidence to inform the selection of appropriate PCTs for commercial communications, this research contributes to the theoretical development of apparatgeist and social construction theories via its joint examination of technologies and consumers' environments.
User-game engagement is vital for building and retaining a customer base for software games. However, few studies have investigated such engagement during gameplay and the impact of gaming elements on engagement. Drawing on the theoretical foundation of engagement, we meticulously deduced two cognitive-related gaming elements of a software game, namely, game complexity and game familiarity, and argued that these elements have individual and joint effects on user-game engagement. This research adopted multimethod empirical investigations to validate our conceptions. The first investigation used electroencephalography and a self-report survey to study quantitatively the cognitive activities of user-game engagement. The second investigation adopted the qualitative interview method to triangulate the findings from the quantitative data. This research contributes to theory in two ways, namely, conceptualizing and empirically examining user-game engagement as well as theorizing and demonstrating how the two gaming elements affect user-game engagement. This work contributes to the gaming practice by providing a set of design principles for gaming elements.
This work anchors on the theories of cognitive fit and schema congruity to advance a review-product congruity proposition. The proposition states that the effects of product review content (either attribute or experience based) on the product review comprehension (reflected by perceived cognitive effort and review comprehension time) and assessment (manifested by perceived review helpfulness) of a consumer are contingent on the assessed product type (either search or experience product). The results of our first experiment support the proposition by revealing that the two matching conditions, (1) attribute-based reviews describing a search product and (2) experience-based reviews describing an experience product, could lead consumers to perceive higher review helpfulness and lower cognitive effort (subjective measure) to comprehend the reviews. However, the subjective evaluation of cognitive effort is not reinforced by the resulting review comprehension time (an objective assessment of comprehension effort), which suggests that consumers spend significantly more time processing reviews in the presence of the two matching conditions. A second experiment was conducted using the think-aloud method to gain further insights into the effects. We found that under the review-product matching conditions, consumers engage in deeper-level comprehension and expend more time in comprehension without realizing it, compared to consumers under the mismatching conditions. This research extends our current understanding of how review content and product reviews jointly influence the comprehension and assessment behavior of the consumer, and provides guidelines on the identification and the presentation of reviews to facilitate the judgment and decision making of potential consumers.
Privacy has been an enduring concern associated with commercial information technology (IT) applications, in particular regarding the issue of personalization. IT-enabled personalization, while potentially making the user computing experience more gratifying, often relies heavily on the user's personal information to deliver individualized services, which raises the user's privacy concerns. We term the tension between personalization and privacy, which follows from marketers exploiting consumers' data to offer personalized product information, the personalization-privacy paradox. To better understand this paradox, we build on the theoretical lenses of uses and gratification theory and information boundary theory to conceptualize the extent to which privacy impacts the process and content gratifications derived from personalization, and how an IT solution can be designed to alleviate privacy concerns. 1 Set in the context of personalized advertising applications for smartphones, we propose and prototype an IT solution, referred to as a personalized, privacy-safe application, that retains users' information locally on their smartphones while still providing them with personalized product messages. We validated this solution through a field experiment by benchmarking it against two more conventional applications: a base non-personalized application that broadcasts non-personalized product information to users, and a personalized, non-privacy safe application that transmits user information to a central marketer's server. The results show that (compared to the non-personalized application), while personalized, privacy-safe or not increased application usage (reflecting process gratification), it was only when it was privacy-safe that users saved product messages (reflecting content gratification) more frequently. Follow-up surveys corroborated these nuanced findings and further revealed the users' psychological states, which explained our field experiment results. We found that saving advertisements for content gratification led to a perceived intrusion of information boundary that made users reluctant to do so. Overall our proposed IT solution, which delivers a personalized service but avoids transmitting users' personal information to third parties, reduces users' perceptions that their information boundaries are being intruded upon, thus mitigating the personalization-privacy paradox and increasing both process and content gratification.
The adoption of an organization-wide system, such as an enterprise system (ES), has often been mandated by organizational management, which may not necessarily motivate users to proactively explore the system's features and subsequently apply pertinent features that best support their job tasks. Anchoring on self-determination theory, this research investigates the antecedents and consequences of users' intrinsic motivation to explore ES features. We propose two organizational levers (i.e., autonomous job design and socialization tactics) that the management could exercise to trigger intrinsic motivation, thereby leading to improved ES feature exploration. Intrinsic motivation is manifested by hedonic motivation and normative motivation, whereas ES feature exploration is conceptualized as a dual-dimensional outcome reflected by cognitive behavior (exploratory usage) and positive affect (exploration satisfaction). Through a two-stage survey of 127 organizational users in China, we find general support for our research model. We further observe significant moderating effects of prevention focus on the association between organizational levers and intrinsic motivations. Beyond demonstrating how organizational users respond to different organizational levers, this research examines a broader, enduring challenge, which is to determine how organizational users can be induced to be intrinsically inspired to innovatively harness implemented information systems.
This research explores how consumers use online decision aids with screening and evaluation support functionalities under varying product attribute-load conditions. Drawing on resource-matching theory, we conducted a 3 × 2 factorial experiment to test the interaction between decision aid features (i.e., low versus high-screening support, and aids with weight assignment and computation decision tools) and attribute load (i.e., large versus small number of product attributes) on decision performance. The findings reveal that: (1) where the decision aids render cognitive resources that match those demanded for the task environment, consumers will process more information and decision performance will be enhanced; (2) where the decision aids render cognitive resources that exceed those demanded for the task environment, consumers will engage in less task-related elaboration of decision-making issues to the detriment of decision performance; and (3) where the decision aids render cognitive resources that fall short of those demanded for the task environment, consumers will use simplistic heuristic decision strategies to the detriment of decision performance or invest additional effort in information processing to attain a better decision performance if they perceive the additional investments in effort to be manageable.