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- 저자 : Shali Wu (검색결과 5 건)
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Guided Reflection in Business Education: An Example from Leadership Development
Shali WU 한국경영커뮤니케이션학회 2023 Business Communication Research and Practice Vol.6 No.2
Business education often employs a far broader spectrum of pedagogical techniques than other academic disciplines. In addition to conventional reliance on textbook summaries, selected research publications, and formal class discussion (sometime conducted using the Socratic method), business students also benefit from reviews of case studies, group projects, and extensive use of guest speakers. Broadly speaking, these last three components are intended to offer deeper, more concrete insights into the nature and challenges of the real business world (e.g., Boud, Keogh, & Walker, 1985; Ferreira, Keliher, & Blomfield, 2013; Kori, Mäeots, & Pedaste, 2014).
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Angular or Rounded? The Influence of Social Exclusion on Consumers’ Shape Preference
Lu ZONG,Shali WU 한국유통과학회 2021 The Journal of Industrial Distribution & Business( Vol.12 No.10
Purpose: Studies on social exclusion from a sensory perspective are rather limited in state-of-the-art literature, especially in exploring the relationship between social exclusion and shape preference from a sensory marketing perspective. The present study aims to explore the effect of social exclusion on consumers’ shape preference (angular vs. rounded) and the underlying mechanism. Research design, data and methodology: The relationship between social exclusion and consumers’ shape preference was investigated in Study 1 using a one-way between-subject design (being excluded vs. being included), and the mediation effect of sense of control has been examined in Study 2 via a between-subjects design (being excluded vs. being included) ×2 (angular vs. rounded). Both studies were conducted on the Credamo data platform in China, and evaluated by one-way ANOVA. Results: The results showed socially excluded consumers prefer the product with angular design rather than socially included consumers, and this effect can be mediated by sense of control. Conclusions: This paper contributes academically for investigating the research area of the sense of control and explores the influence of the control needs of humans on consumer behaviors. Furthermore, it also clarifies new potential psychological role of shape preference - the recovery of the sense of control - to enrich the psychological mechanisms of shape preference.
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Using Choice-Based Conjoint Analysis to Determine Smartphone Choice - a Student’s Perspective
Ronald Baganzi,신건철,Shali Wu 한국데이터전략학회 2017 Journal of information technology applications & m Vol.24 No.4
The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers’ lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers’ preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers’ smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.
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Using Choice-Based Conjoint Analysis to Determine Smartphone Choice - a Student's Perspective
Baganzi, Ronald,Shin, Geon-Cheol,Wu, Shali Korea Data Strategy Society 2017 Journal of information technology applications & m Vol.24 No.4
The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.
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