Using Social Influence for Motivating Customers to Generate and Share Feedback

Download Using Social Influence for Motivating Customers to Generate and Share Feedback

Post on 26-May-2015

188 views

Category:

Science

0 download

Embed Size (px)

DESCRIPTION

A combination of high tech environments and social influence concepts holds great potential to positively effect behaviors and attitudes of individuals. Drawing upon socio-psychological theories, this study explores how social influence design principles change customer engagement in sharing feedback. For that purpose, an information system consisting of social influence design principles was implemented on situated displays and examined with 77 Twitter users. The results reveal interplay between the design principles and their capacity to explain 52% of the variance in perceived persuasiveness of the system, which can further predict 40% of the variance in behavioral intention of participants to provide feedback through the system in the future. The findings could be instrumental in progress towards a richer understanding of how to fur-ther harness social influence for customer engagement through socio-technical environments and how it effects the development of novel persuasive systems.

TRANSCRIPT

<ul><li> 1. = 0.42 ***"(.20)"CT (25%)!Competition!BI (40%)!BehavioralIntention!SL!Social!Learning!CR (39%)!Cooperation!SC (17%)!SocialComparison!PP (52%)!PerceivedPersuasiveness! = 0.41 **"NI (35%)!Normative!Influence!SF!SocialFacilitation! = 0.59 ***"RE (31%)!Recognition! = 0.39 ***"(.23)" = 0.50 ***" = 0.30 ***"(.14)" = 0.63 ***" = 0.30 ** (.15)" = 0.56 ***" = 0.41 ***"(.19)"</li></ul> <p> 2. Feedback SharingEngagementSocial InfluencePublic ScreensTwitter 3. Social Influence 4. Social Learning 5. Social Comparison 6. Normative Influence 7. Normative Influence 8. Social Facilitation 9. Cooperation 10. Competition 11. Recognition 12. SocialInfluencefeatures 13. Recognition 14. CompetitionRecognition 15. CooperationCompetitionRecognition 16. Social FacilitationCooperationCompetitionRecognition 17. Normative InfluenceSocial FacilitationCooperationCompetitionRecognition 18. Social ComparisonNormative InfluenceSocial FacilitationCooperationCompetitionRecognition 19. Social LearningSocial ComparisonNormative InfluenceSocial FacilitationCooperationCompetitionRecognition 20. = 0.42 ***"(.20)"CT (25%)!Competition!BI (40%)!BehavioralIntention!SL!Social!Learning!CR (39%)!Cooperation!SC (17%)!SocialComparison!PP (52%)!PerceivedPersuasiveness! = 0.41 **"NI (35%)!Normative!Influence!SF!SocialFacilitation! = 0.59 ***"RE (31%)!Recognition! = 0.39 ***"(.23)" = 0.50 ***" = 0.30 ***"(.14)" = 0.63 ***" = 0.30 ** (.15)" = 0.56 ***" = 0.41 ***"(.19)"CRSFNIRE SLSC CT 21. PP (52%)!PerceivedPersuasiveness!BI (40%)!BehavioralIntention! = 0.41 **" = 0.39 ***"(.23)" = 0.59 ***" = 0.50 ***" = 0.30 ***"(.14)" = 0.63 ***" = 0.30 ** (.15)" = 0.42 ***"(.20)" = 0.56 ***" = 0.41 ***"(.19)"CRSFNIRE SLSC CT 22. PP (52%)!PerceivedPersuasiveness!BI (40%)!BehavioralIntention!CRSFNIRE SLSC CT 23. agnis.stibe@gmail.com </p>