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THE EFFECTS OF AI’S RECOMMENDATION ON USER’S WILLINGNESS TO DESIGN WITHIN THE USER DESIGN COMMUNITY
Ruping Liu,Hao Zhang 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
In recent years, the trend of customer demand and personalization has become more and more obvious. The previous innovation model can no longer meet the diversified needs of consumers. Therefore, firms vigorously develop open innovation to promote internal and external innovation (von Hippel, 1988). With the rapid development of AI technology, open innovation communities have more interactions with the users. Organizations continue to rely on their open innovation community to collect innovative ideas from non-professional customers and then integrate them into their new product development process to produce innovative products that are more in line with customer preferences (Bayus, 2013). At present, the research on user design focuses on how to increase user design implementation and the idea popularity (Yang et al., 2022; Zhang et al., 2022). Few studies discussed how to motivate consumers to participate in innovative content output from the source. In addition, academic research on user design is mostly limited to management comments, lacking in-depth empirical research (Franke et al. 2008). Previous studies have proved that the number of leading users in the open innovation community is far less than that of non-leading users (Hofstetter et al., 2018), so it is very necessary to improve the willingness of users to participate in community creative activities. With the vigorous development of the new technology, it is an urgent problem to be solved to encourage users to participate in innovation activities and improve the innovation performance of firms (Chesbrough, 2012). Today, firms pay more and more attention on the implementation of AI technology. With AI and user design as the research background, “AI recommendation” and “willingness to design” as the key variables, and the “S-O-R model” and “Self-determination Theory” as the basis, this paper deeply explores whether AI recommendation can be used as a factor affecting user’s participation in design activities from the perspective of users, focusing on the intermediary role of user’s inspiration, competency and self-expression. It also puts forward that product involvement and aesthetic experience openness (Donghwy and Youn, 2018) are the boundary conditions that affect user’s willingness to participate in design. The results show that user’s willingness to participate in design is higher when providing AI recommedation, and the sense of inspiration, competence and self-expression play a mediating role in it. Furthermore, the results show that when product involvement is high, users are more willing to participate in design. Similarly, users with a high degree of aesthetic experience openness are more willing to participate in design activities. This study enriches the theory of enterprise community management, promote the internal information flow of the open innovation community, and provide theoretical guidance and reference for firms to optimize the new product design process.
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Ruping Liu,Hao Zhang,Xiaojing Wang,Gongming Duan 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study aims to address two important questions: will advertising on mobile short-form video apps jeopardize the value perception of luxury brands (RQ1), and if so, how will self-deprecating online reviews eliminate these negative effects (RQ2). An experimental design approach was employed to investigate the proposed research questions. Three experiments were conducted to test the hypotheses. SPSS was used for data analysis. The study 1 finds that compared with traditional media, advertising on mobile short-form video apps shortened the psychological distance between consumers and luxury, therefore has a more negative impact on consumers’ perception of luxury brands. The study 2 reveals that self-deprecating online reviews can eliminate the negative effects of advertising of luxury brands. On the basis of previous research, this paper proves the negative influence of social media on luxury brands in the scene of new social media-mobile short format video application. In addition, it also studies the moderating effect of online comments, especially self-deprecating comments, on consumers' perception of luxury brands. This study outlines theoretical contributions and practical implications for the luxury marketing management and made suggestions for future research in the field of luxury marketing in Social Media.
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Na Liu,Qiujin Zhu,Xuefeng Zeng,Bowen Yang,Meilian Liang,Li Deng,Laping He,Cai Liang,Ruping Zhang,Juan Zhou 한국축산식품학회 2018 한국축산식품학회지 Vol.38 No.3
The study aims to determine the optimum sterilization rate and water activity of Chinese traditional smoke-cured bacon product (Larou) in the preservation with natural coating solution. With the response surface methodology (RSM), we analyzed 3 factors of processing conditions (the concentration of lysozyme, concentration of sodium alginate, and concentration of chitosan) and 2 response factors (sterilization rate and water activity). Sterilization rate and water activity of Larou were largely affected by the concentration of lysozyme, concentration of sodium alginate, and concentration of chitosan. The final optimum concentrations of lysozyme, sodium alginate, and chitosan were 0.09, 1.40, and 1.60% and realized the high sterilization rate. Water activity of sliced Larou was significantly correlated with the sterilization rate. Low-field nuclear magnetic resonance analysis verified the optimum processing conditions. The coating resulted in 99.69% rate of reducing bacteria after 30-day storage. The data of the total number of colony, peroxidation value, moisture content, pH, and sensory evaluation provided the theoretical basis for extending the shelf life of Chinese traditional smoke-cured bacon product (Larou) with natural coating solution.
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