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You searched for subject:(Informational incentive). Showing records 1 – 2 of 2 total matches.

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NSYSU

1. Huang, Chih-Jung. Antecedents of Facilitating Alibaba Double Eleven Global Carnivalï¼A Perspective of Herd Behavior.

Degree: Master, Information Management, 2016, NSYSU

This study has discussed phenomenon of online shopping carnival and figured out the antecedents of facilitating online shopping carnival through Alibaba double eleven global carnival in 2015. Based on carnivalization theory, this study identified three essences of the phenomenon of online shopping carnival. These essences respectively are participation, interaction and hedonic. In addition, this study took two of antecedents of facilitating Alibaba double eleven global carnival into consideration which base on herd behavior perspective. The antecedents are informational incentives and social influences. This study reviewed former literature and developed hypotheses at first. Second, research model and questionnaires were built up. Third, this study collected the survey data quantitatively and empirically validated hypotheses. Questionnaires for the study were collected by using an online survey. The research target are people living China who had the experience to participate in Alibaba double eleven global carnival in 2015.This study has collected 428 valid questionnaires. The proposed hypotheses have been tested by using structural equation modeling of SmartPLS 2.0. According to the result which shows that informational incentives have a positive influence on online shopping carnival. Second, there has positive influence between social influences and online shopping carnival. Third, participation, interaction and hedonic are the proper measurements of online shopping carnival. The results of this study are able to provide the basis of theory about facilitating online shopping carnival for following academic researches. In addition, this study also provide business an insight of facilitating online shopping carnival which suggest that business is able to attract the attention of people through informational incentives and social influences to make online shopping carnival more successful. Advisors/Committee Members: Tzyh-Lih Hsia (committee member), Jen-Her Wu (committee member), Hao-Yun Kao (chair), Wei-Chun Tai (chair).

Subjects/Keywords: Informational incentive; Social influence; Online shopping carnival; Alibaba double eleven; Herd behavior; Carnivalization theory

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Huang, C. (2016). Antecedents of Facilitating Alibaba Double Eleven Global Carnivalï¼A Perspective of Herd Behavior. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0608116-005826

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Huang, Chih-Jung. “Antecedents of Facilitating Alibaba Double Eleven Global Carnivalï¼A Perspective of Herd Behavior.” 2016. Thesis, NSYSU. Accessed November 26, 2020. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0608116-005826.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Huang, Chih-Jung. “Antecedents of Facilitating Alibaba Double Eleven Global Carnivalï¼A Perspective of Herd Behavior.” 2016. Web. 26 Nov 2020.

Vancouver:

Huang C. Antecedents of Facilitating Alibaba Double Eleven Global Carnivalï¼A Perspective of Herd Behavior. [Internet] [Thesis]. NSYSU; 2016. [cited 2020 Nov 26]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0608116-005826.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Huang C. Antecedents of Facilitating Alibaba Double Eleven Global Carnivalï¼A Perspective of Herd Behavior. [Thesis]. NSYSU; 2016. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0608116-005826

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


Erasmus University Rotterdam

2. Frick, Thomas. The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms: De implicaties van advertentie personalisatie voor bedrijven, consumenten en advertentieplatforms.

Degree: 2018, Erasmus University Rotterdam

markdownabstractThe personalization of advertising offers firms tremendous potential. If done right, firms can address consumers with more relevant ads, leading to more positive consumer responses. Nevertheless, firms are struggling with how to design personalization strategies and face the challenge to correctly assess advertising effectiveness. With this research, we advance the understanding of advertising personalization and its implications for firms, consumers, and ad platforms. With the help of a large-scale field experiment, we present evidence for how firms should design their personalization strategies. We find that high levels of personalization specificity pay off for firms. At the same time, socially targeting personalized ads, where names of consumers' friends are included in the ad text, leads to less positive consumer responses. To advance the understanding of privacy concerns in advertising personalization, we conduct a lab experiment using eye tracking technology. Our findings reveal that firms cannot use intrusive ads that cause privacy concerns to attract consumers' attention. Such a strategy is harmful as it decreases consumers' overall attention towards ads, eventually leading to less positive consumer responses. An examination of contracts between firms and ad platforms exposes that these contracts might not be in the economic interest of firms. We conduct a large field experiment and our analysis reveals that currently implemented contracts between ad platforms and firms lead to an incentive misalignment that is harmful for firms. While ads generally increase consumers' likelihood to purchase, firms pay more for ads that are not providing higher value to them.

Subjects/Keywords: Advertising Personalization; Advertising Effectiveness; Digital Advertising; Privacy Concerns; Social Targeting; Informational Social Influence; Social Advertising; Eye Tracking; Consumer Attention; Programmatic Advertising; Ad Auctions; Incentive Misalignment

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Frick, T. (2018). The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms: De implicaties van advertentie personalisatie voor bedrijven, consumenten en advertentieplatforms. (Doctoral Dissertation). Erasmus University Rotterdam. Retrieved from http://hdl.handle.net/1765/110314

Chicago Manual of Style (16th Edition):

Frick, Thomas. “The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms: De implicaties van advertentie personalisatie voor bedrijven, consumenten en advertentieplatforms.” 2018. Doctoral Dissertation, Erasmus University Rotterdam. Accessed November 26, 2020. http://hdl.handle.net/1765/110314.

MLA Handbook (7th Edition):

Frick, Thomas. “The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms: De implicaties van advertentie personalisatie voor bedrijven, consumenten en advertentieplatforms.” 2018. Web. 26 Nov 2020.

Vancouver:

Frick T. The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms: De implicaties van advertentie personalisatie voor bedrijven, consumenten en advertentieplatforms. [Internet] [Doctoral dissertation]. Erasmus University Rotterdam; 2018. [cited 2020 Nov 26]. Available from: http://hdl.handle.net/1765/110314.

Council of Science Editors:

Frick T. The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms: De implicaties van advertentie personalisatie voor bedrijven, consumenten en advertentieplatforms. [Doctoral Dissertation]. Erasmus University Rotterdam; 2018. Available from: http://hdl.handle.net/1765/110314

.