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Stefanie Paluch,Nancy Wuenderlich 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2
Despite the rapid growth and potential for technology-based services from a technology and productivity perspective, the biggest challenges that managers often face are gaining customer acceptance and increasing usage of these new innovative services. In the B2C field, studies of self‐service technology show that the perceived risk is an important factor influencing the usage of service technology. Whereas research has explored different risk types that emerge in consumer settings such as functional and psychological risk, research on risk perception in B2B setting still lacks a detailed examination of the different facets risk can take on in technology-based service adoption. Some studies indicate that there might be different views and perceptions of the risk involved in technology-based services between customers and providers. Our study addresses this gap and aims to develop a holistic understanding of the types of risk customers perceive when using a technology-based service. We investigate what types of risk are emergent in technology-based service encounters and whether customers and providers perceive these risks differently. We conducted 49 qualitative interviews with providers and customers in two industries in four countries. Our study emphasizes the importance of functional and financial risks as expected in a B2B context, but also sheds light on the fact that business customers have personal and psychological fears that hinder them from using technology-based services. Most importantly, we show that gaps in the perception and evaluation of risk exist between customers and providers: customers doubt the functionality of technology-based services; they emphasize privacy risk as a main hindrance and worry about their own role in a service, whereas only few providers are aware of the customers’ fears.
Effectiveness of Acupuncture Therapy on Stress in a Large Urban College Population
Stefanie Schroeder,James Burnis,Antony Denton,Aaron Krasnow,T.S. Raghu,Kimberly Mathis 사단법인약침학회 2017 Journal of Acupuncture & Meridian Studies Vol.10 No.3
This study is a randomized controlled clinical trial to study the effectiveness of acupuncture on the perception of stress in patients who study or work on a large, urban college campus. The hypothesis was that verum acupuncture would demonstrate a significant positive impact on perceived stress as compared to sham acupuncture. This study included 111 participants with high self-reported stress levels who either studied or worked at a large, urban public university in the southwestern United States. However, only 62 participants completed the study. The participants were randomized into a verum acupuncture or sham acupuncture group. Both the groups received treatment once a week for 12 weeks. The Cohen’s global measure of perceived stress scale (PSS-14) was completed by each participant prior to treatment, at 6 weeks, at 12 weeks, and 6 weeks and 12 weeks post-treatment completion. While participants of both the groups showed a substantial initial decrease in perceived stress scores, at 12 weeks post treatment, the verum acupuncture group showed a significantly greater treatment effect than the sham acupuncture group. This study indicates that acupuncture may be successful in decreasing the perception of stress in students and staff at a large urban university, and this effect persists for at least 3 months after the completion of treatment.
( Stefanie A. Haller ) 세종대학교 경제통합연구소 2010 Journal of Economic Integration Vol.25 No.3
I apply the fixed versus variable cost trade-off associated with a multinational firm`s choice between investing abroad and exporting to a setting where the multinational is located inside an economically integrating region. I find that reducing obstacles to investment unambiguously favours setting up plants. When trade barriers decrease, typically, there will be consolidation of investment or a switch to exports. If, however, distance to destination markets matters for the multinational, export platform investment in one country will be induced. This highlights that export platform investment may be a supply option even inside an integrating region once countries are not assumed to be homogenous. Overall, the predictions of the model are indicative of some of the developments in trade and direct investment among EU countries during the Single Market Programme.
Stefanie Sohn,Wolfgang Fritz 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Marketers increasingly develop strategies to benefit from the potentials of the mobile internet and related technologies. Digitally enhanced product packaging is one prominent example for this evolution and QR (quick response) codes currently give this trend an appearance. QR codes enable manufacturers to provide consumers - despite the limited space on the product package - with comprehensive product information. And consumers increasingly request additional product information, for instance, to monitor environmental factors before purchasing products. Hence, while marketers nowadays regularly use QR codes on product packages to provide consumers with additional product information, they complain about the low usage rates and finally about the effectiveness of QR codes. Extant literature provides little guidance on consumer responses towards these marketing stimuli and, in particular, on how the mere presence of QR codes on product packages affects consumer behavioral and behavior-related responses. Existing research unexceptionally explores how marketers can motivate consumers to scan QR codes (Okazaki et al., 2012; Okazaki et al., 2017) and thus draws a one-sided picture of how marketers can benefit from QR codes. To enrich extant knowledge, this research uses information processing and environmental theory to offer insights into whether and how QR codes on product packages affect consumer product purchasing. The findings of an experimental study illustrate that QR codes affect consumer product purchases by inducing product- and vendor-related cognitive beliefs. In particular, the presence of QR codes on product packaging strengthens consumers’ perceptions about product quality and vendor innovativeness which then positively translate into purchase intentions. Hence, QR codes displayed on product packaging indirectly shape product purchasing. In sum, this research broadens the previous focus on usage-related outcomes by considering how and why QR codes affect consumer purchasing.