THE IMPACT OF FREQUENCY AND SPACING OF BRAND-GENERATED CONTENT ON THE DYNAMICS OF CONSUMER INTERACTION ON BRANDS’ FACEBOOK PAGES

Evaldas Jankauskas,Abhishek Nayak 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Social media marketing is an attractive marketing method for fostering relationships with customers. About 30% of social media users find social networking sites important when searching for information about brands as well as showing their support towards them (Nielsen, 2017). This engagement with brands on social media is one of the factors driving company outcomes. For example, consumer engagement in social media brand communities is found to have a positive impact on purchase spending (Goh, Heng, and Lin, 2013), brand equity (Christodoulides and Jevons, 2012), and brand attitude (Schivinski and Dabrowski 2016). Consumer engagement involves both consumer interaction and co-creation of the content (Smith and Gallicano, 2015). In order to enhance engagement with brand content, marketers must persuade consumers to interact with those messages by sharing, commenting or liking them (Chang, Yu, Lu, 2014). Hence, interaction is the crucial step towards improving consumer engagement. While marketers rely on experimenting in order to find elements that drive consumer interaction, researchers use vast social media data in order to examine relationships between brand message characteristics and consumer interaction with those messages. For example, (Vries, Gensler, and Leeflang, 2012) studied the impact of post’s vividness, interactivity, content, position of a post and valence of comments on brand post popularity as represented by number of likes and comments. Other researchers such as (Wang et al ,2016) examined the impact of topic, tone and the length of post on social media engagement defined not only by the number of likes and shares, but also by the likability of characters featured in the post. Chang, Yu, and Lu (2014) studied how argument quality, post popularity, and post attractiveness can lead to consumer engagement. Similarly, (Lee and Hong, 2016) investigated the impact of emotional appeal, informativeness and creativity of a message on positive consumer behavior towards brand message. However, little is known so far about the effects of the frequency and spacing of brand-generated content on the dynamics of consumer interaction. Advertising research shows that advertising frequency has an impact on various consumer behavior and attitude outcomes and suggests that there is an optimum level of exposure to advertising that yields greatest results (Schmidt and Eisend, 2015; Broussard, 2000). Moreover, research on advertising repetition in traditional channels suggests an inverted u-shape relationship between ad repetition and message effectiveness. This happens because at a certain number of exposures negative factors, such as boredom and irritation (Heflin and Haygood, 1985), kick in and overweigh positive ones. As a result, the effectiveness of an ad starts diminishing. This effect is also known as the wear-out effect. On the other hand, (Lee, Ahn, and Park, 2015) suggest that inverted U-shape relationship between repetition and attitude towards the brand does not hold true in online environments. This is the case because users can control their exposure to advertising, therefore they do not expose themselves to the ad to the extent that they feel adverse toward it. As firm-generated brand content on social media is a form of advertising, it is interesting to examine, whether wear-out effect occurs in the context of social media and user interaction. In addition, the effect of advertising repetition is found to depend on the time period, or space, between ad exposures (Janiszewski, Noel, and Saywer, 2003). Spacing between exposures affect learning (Sawyer, Noel, and Janiszewski, 2009), attitude towards the brand (Schmidt and Eisend, 2015), purchase spending (Sahni, 2015), attrition rate and customer response (Dreze and Bonfrer, 2008). Moreover, recent study by (Wang, Greenwood, and Pavlou, 2017), who investigated the influence of posting on the propensity to unfollow the brand on the largest social media in China WeChat, found that posting leads to higher likelihood of unfollowing the brand, which in turn has a negative effect on the long term sales. However, WeChat may be considered to be more intrusive than Facebook because of the differences in how followers get notified about new brand posts. Therefore, it is interesting to examine whether the same effect of posting holds true on Facebook. Finally, viral marketing research suggests that the growth rate of interaction with the content depends on the rate of creation of other messages (Karnik, Saroop, and Borkar, 2013). Based on the findings from previous studies, it is evident that frequency and spacing may have a significant influence on the level and growth rate of user interaction. Furthermore, two-sided advertising research suggests that inclusion of negative information in product related messages can yield better results in terms of persuasive power than if no negative information is included (Eisend 2006). In addition, political communication researchers found that sentiment-carrying Twitter messages tend to be retweeted more often and more quickly (Stieglitz and Dang-Xuan, 2013). Therefore, it is suggested that the effect of message frequency and spacing on the level of consumer interaction is moderated by the sentiment of the message. In other words, the optimal level of message frequency is expected to be higher for emotionally-charged firm-generated brand messages as compared to neutral ones. Hence, the following research questions are proposed: RQ1: How does frequency and spacing of brand-generated content affect the dynamics of consumer interaction on social media and how is this effect moderated by the sentiment of the content? RQ2: How does posting on social media affect the unfollowing by brand followers? RQ2a: Does the spacing between messages help reduce the negative effect of posting on the unfollowing by brand followers (if such effect is present)? Research Design & Theoretical Development In order to answer these questions two data sets were gathered via Facebook’s API consisting of 6,471 and 932 brand posts respectively. Two separate data sets were needed to examine the frequency effects on the overall level of consumer interaction as well as on the growth rate of interaction. Therefore, post and page data for 7 international brands from 5 different product categories for the period of 2 years were collected to examine the frequency effects. To investigate the effect of posting on the growth rate of consumer interaction, 11 brands were tracked for the 7-week period in order to capture the development of the interaction. In addition, the impact of posting on the propensity to unfollow the brand was examined. Consequently, three separate regression models were built to test the hypotheses. Results showed that frequency of posting and the level of consumer interaction has an inverted u-shape relationship and that the level of consumer interaction is positively influenced by the space between the posts. Further, findings suggest that posting on social media is positively associated with unfollowing by followers and that the growth rate of interaction of the post depends on the rate of new message generation by the same brand. The conceptual model is presented below. Result and Conclusion The study has few theoretical and practical contributions. Answering to the call for research (Vries, Gensler, and Leeflang, 2012) to include the dynamic aspects of interaction, this study contributes to the social media literature by examining the effects of the rate of new message generation on the growth rate of interaction of the post. In addition, this study adds to the stream of research on the wear-out effects in online environments by including higher number of exposures and by testing the type of firm communication (social media communication) that previously has not been studied. Finally, this study contributed to the recent research (Wang, Greenwood, and Pavlou, 2017) by examining the effect of posting on the unfollowing by brand followers. As for practical contributions, findings of this study have implications for marketing managers with respect to the frequency and spacing of posting. This study provides evidence for a more moderate posting strategies in terms of frequency.

한류스타와의 준사회적 상호작용이 중국인의 한국 방문의도에 미치는 영향에 관한 연구

서뢰(Lei Xu),박재기(Jaekei Park),황윤성(Younsung Hwang) 대한경영학회 2018 大韓經營學會誌 Vol.31 No.8

PUBLIC DISCUSSION AND SOCIAL SHARING: PROMOTING SOCIAL INTERACTION ON DAILY DEALS SITES

Jeonghye Choi 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Daily deals sites function as an effective promotional tool for low-budget offline retailers. In particular, social interaction helps increasing sales because it not only clarifies product information but also increase product awareness. This study investigates two forms of social interaction, public discussion (posting on the within-platform deal board) and social sharing (sharing the deal information on an external SNS platform). In addition to the innate attractiveness of the deal, we hypothesize that the online and offline contexts affect the amount of social interaction. That is, (1) number of deals that are present along with the focal deal in the online platform and (2) the retail environment of the service offered in the deal affect the degree to which users participate in social interaction. An empirical analysis of deal-level data shows that the contextual factors, along with the deal attractiveness, affect the amount of social interaction. However, the effects are distinct for public discussion and social sharing. When there is a larger number of similar deals on the platform, less public discussion takes place while social sharing proliferates. Offline retail environment only affects public discussion; larger retailer revenue in the area that the deal provider is located results in greater social interaction. The innate attractiveness of the deal, defined as the past performance of deals of the same category in the same region, has contrasting effect on the two types; high attractiveness results in more public discussion but less social share. The results suggest that small offline retailers can better manage social interaction by understanding the influence of contextual factors when promoting their service products on an online platform.

Companionship with smart home devices: The impact of social connectedness and interaction types on perceived social support and companionship in smart homes

Lee, Byounggwan,Kwon, Ohkyun,Lee, Inseong,Kim, Jinwoo Elsevier 2017 Computers in Human Behavior Vol.75 No.-

<P><B>Abstract</B></P> <P>A home is not only a technical space according to each individual's role but also a social space where family members interact with each other. However, the number of single-person households has recently shown an exponential increase. At the same time, the smart home technology has been growing in order to provide at-home rest to individuals. In this situation, a home's role as a social space is diluted, and many people cannot receive the social support they need at home. In this study, we introduce the concept of social connectedness for the interaction between users and smart home devices. It can be divided into two types. One is the Inner Social Connectedness (ISC) that is generated through connections between the user and the devices in their smart home. The other is the Outer Social Connectedness (OSC) that is generated through connections between the user and the smart home devices in other people's houses. We also introduce two types of interaction. One is the unmediated interaction, in which users interact with each device and the individual device reveals its presence. The other one is the mediated interaction, in which users interact with a single agent that represents various smart home devices. In order to investigate the impact of both inner/outer social connectedness and mediated/unmediated interaction types, we conducted a controlled experiment using a prototype smart home system. The results indicate that both types of social connectedness increase the user's perceived social support. In terms of the effects of social connectedness and each integration type, unmediated interaction was found to be more effective with inner social connectedness, whereas mediated interaction was more effective with outer social connectedness. Furthermore, perceived social support increased companionship with smart home devices. The findings of this study will help design interaction methods between users and objects in smart homes in the future.</P> <P><B>Highlights</B></P> <P> <UL> <LI> Social connectedness between users and devices can improve perceived social support for users in a smart home context. </LI> <LI> Social support from smart home devices can enhance companionship. </LI> <LI> We extended the user-machine relationship from one-to-one to one-to-many and examined the differences. </LI> <LI> The devices’ presence is more effective when the devices are close to the user and are used often. </LI> </UL> </P>

유아의 초기 발달수준과 또래상호작용 간의 관계에서 어머니의 사회적 양육행동의 매개효과

이선남 ( Sun Nam Lee ),이경옥 ( Kyungok Lee ) 한국유아교육학회 2015 유아교육연구 Vol.35 No.4

본 연구의 목적은 유아의 초기 발달수준과 또래상호작용 간의 관계에서 어머니의 사회적 양육행동의 매개효과를 분석하는데 목적이 있다. 본 연구목적을 위해 한국아동패널 3차년도(2010년)와 4차년도(2011년) 데이타 중 결측치를 제외한 1,540명을 분석대상으로 하였다. 자료분석은 IBM SPSS Statistics 21과 Amos 21을 이용하여 유아의 발달수준, 어머니의 사회적 양육행동, 또래상호작용간의 상관관계를 점검하고 구조방정식을 이용한 완전매개와 부분매개모형을 비교ㆍ분석하였다. 특히 매개효과의 검토에 있어 또래상호작용을 놀이상호작용, 놀이방해, 놀이단절에 대한 3개의 모델로 나누어 살펴보았다. 분석결과, 유아의 발달수준은 또래상호작용 및 어머니의 사회적 양육과 전반적으로 유의한 상관관계를 보였다. 특히, 유아의 발달수준과 긍정적인 또래상호작용(놀이상호작용) 및 부정적인 또래상호작용(놀이방해, 놀이단절)과의 관계에서 어머니의 사회적 양육행동이 중요한 매개요인으로 작용하고 있음을 확인할 수 있었다. 또래상호작용을 세부적으로 살펴보면, 어머니의 사회적 양육행동은 유아의 초기 발달수준(만3세)과 긍정적 또래상호작용인 놀이상호작용(만4세)의 관계에서 부분 매개역할을 하였으나, 유아의 초기 발달수준(만3세)과 부정적 또래상호작용인 놀이방해와 놀이단절의 관계(만4세)에서는 완전매개역할을 하였다. 이와 같이 긍정적, 부정적 또래상호작용에 미치는 사회적 양육행동의 매개효과를 검토한 결과, 긍정적 상호작용보다 부정적 상호작용에서 어머니의 사회적 양육의 매개효과가 더 강력함을 알수 있다. 본 연구를 통해 유아의 또래상호작용, 특히 놀이방해나 놀이단절과 같은 부정적 또래상호작용에 영향을 미치는 어머니의 사회적 양육행동이 지닌 중요성을 확인할 수 있었다. This study examined the mediating effect of mothers’ social parenting behavior on the relationship between children``s early development and peer interaction. For this study, 1,540 participants were analyzed from the 2010 and 2011 data of the Panel Study on Korean Children, with list-wise deletions. Using IBM SPSS Statistics 21 and Amos 21, the correlation among child development(i.e., infant communication, problem behavior, and personal social skills), mother’s social parenting behavior, and peer interaction(i.e., play interaction, play disruption, and play disconnection) were analyzed. There was a significant correlation between peer social interaction and the mother’s social parenting, and this had considerable effect on early childhood development. In particular, the mother’s social parenting behavior was an important mediating factor in the relationship between early child development and peer interaction(both positive peer interactions, such as play interaction, and negative peer interactions, such as play disconnection and play disruption). While it had only a partial mediating effect on the relationship between infant early development and play interaction, the mother’s social parenting behavior had a complete mediating effect on the relationship between infant early development and negative peer interaction(both play disconnection and play disruption). By exploring the relevance and the path of infant early development and social parenting behavior that affects infant peer interaction, this study can contribute to laying the theoretical foundation for mothers’ social parenting behavior that can lead to infants’ pro-social behavior.

대학생의 사회불안 및 온라인 상호작용 선호가 온-오프라인 자기불일치에 미치는 영향: 사회적 지지의 조절된 매개효과

조새롬,손은정 한국상담학회 2016 상담학연구 Vol.17 No.6

This study examined the moderated mediating effect of social support on the relationships among social anxiety, preference for online social interaction, and online-offline self-discrepancy. A total of 419 university students participated in the study. 419 university students in Gyeongsang-do responded to the following questionnaires: On-Offline Self-discrepancy Scale, Social Interaction Anxiety Scale, Preference for Online Social Interaction Scale, Offline Social Support Scale, Online Social Support Scale. The data were analyzed to verify correlation and moderated mediating effect using SPSS 22.0 and SPSS Macro. The results of the study were as follows. First, preference for online social interaction partially mediated the relationship between social anxiety and on-offline self-discrepancy. Second, online social support moderated the effect of social anxiety on preference for online social interaction. On the other hand, offline social support did not moderate this relationship. Third, online social support moderated the mediating effect of preference for online social interaction in the relationship between social anxiety and on-offline self-discrepancy. These results showed that online social support strengthened the mediation effect that social anxiety influences on-offline self-discrepancy through a preference for online social interaction. Moreover, this study suggested that there was a difference in the role of moderated mediation between online social support and offline social support. The role of offline social support in the relationship between social anxiety and interpersonal interaction should be reexamined in further study, and it needs to be studied further that on-offline self-discrepancy influence what kinds of psychological difficulties. 본 연구에서는 사회불안이 온라인 상호작용 선호를 통해 온-오프라인 자기불일치에 영향을 미치는 관계에서 온라인 또는 오프라인 사회적 지지의 조절된 매개 역할을 살펴보았다. 경상도 소재의 대학교에 재학 중인 대학생 419명을 대상으로 온-오프라인 자기불일치, 사회불안, 온라인 상호작용 선호, 오프라인 사회적 지지, 온라인 사회적 지지 척도에 응답하도록 하였다. 연구 분석을 위해 SPSS를 이용하여 상관분석을 실시하였고, SPSS와 SPSS Macro를 이용하여 조절된 매개효과를 분석하였다. 연구결과는 다음과 같다. 첫째, 온라인 상호작용 선호는 사회불안과 온-오프라인 자기불일치 사이를 매개하였다. 둘째, 온라인 사회적 지지는 사회불안과 온라인 상호작용 선호의 관계를 조절하였지만, 오프라인 사회적 지지의 조절효과는 유의하지 않았다. 셋째, 온라인 사회적 지지는 사회불안이 온라인 상호작용 선호를 매개로 온-오프라인 자기불일치에 미치는 영향을 조절하였다. 이러한 결과를 통해 온라인 사회적 지지는 사회불안이 온라인 상호작용 선호를 통해 온-오프라인 자기불일치에 미치는 영향을 강화시킴을 알 수 있으며, 온라인 사회적 지지와 오프라인 사회적 지지의 조절된 매개 역할에 차이가 있음을 알 수 있다. 추후연구에서 사회불안과 대인 간 상호작용 간의 관계에서 오프라인 사회적 지지의 역할에 대해 재검증해 볼 필요가 있으며, 온-오프라인 자기불일치가 어떠한 심리적 부적응에 영향을 미치는지 살펴볼 필요가 있다.

지능형 가상비서의 매력성과 준사회적 상호작용이 음성쇼핑 이용자의 제품태도에 미치는 영향에 관한 연구

이혜린,이상우 한국정보사회학회 2020 정보사회와 미디어 Vol.21 No.1

With the development of the voice recognition technology, consumers are utilizing Intelligent Personal Assistant(IPA) through a variety of platforms, which will contribute to the growth of the voice shopping market. The voice shopping market is expected to be the most stable and growing profit model using an IPA. In voice shopping, an IPA is an important shopping medium that serves as an informant who delivers information about the products consumers want to explore or purchase, as well as a salesperson who helps with the overall shopping process, such as browsing, payment and confirmation of delivery. IPA cannot deliver information from many products at once because they have to communicate information only by voice. Thus, unlike traditional shopping environments in which consumers can actively explore a variety of products, voice shopping is likely to have a passive product search process centered on information about two to three products delivered by IPA. Thus, it can be inferred that due to the nature of this shopping environment, IPA will have a greater influence on consumer decision making than the mediums in the traditional shopping environment. In this study, we apply the attractiveness of the salesperson to the IPA, to examine the effect of the attractiveness of the virtual secretary on para-social interaction. We also want to look at the impact of interactions between IPA and consumers on consumers' shopping behavior in voice shopping, just as relationships between sellers and consumers in traditional shopping environments affect consumers' shopping behavior. Generally, people with high social attractiveness like to talk and tend to entertain the surroundings, while those with high task attractiveness are those who gain trust from many because they have a good problem-solving ability in performing any task. This study sought to examine the impact of IPA's task attractiveness and social attractiveness on para-social interaction. Considering the function of IPA, the task appeal can be perceived in the process of carrying out clear functions such as device loading functions and web information retrieval, and social appeal can appear when talking to people and telling jokes. In this study, we measured the attractiveness of IPA in terms of social attractiveness and task attractiveness, and analyzed the effect of IPA's attractiveness on para-social interaction and product attitude. In addition, the study analyzed the mediation effects of para-social interaction when the attractiveness of IPA affects product attitudes. Figure 1 shows the model to be analyzed in this study. [Figure 1] Research model This study conducted an analysis of 239 people collected through Embrain, an online survey specialist agency, for a total of three days from November 27, 2019 to November 29, 2019. Among them, 14 respondents who were found to have been insincere were excluded, and a total of 225 respondents were analyzed. As a result of the structural equation model, independent variables consisting of social and task appeal explained 57.9% of para-social interaction, and product attitude was 33.5% explained by prior factors. Social attractiveness (β=0.408,p<0.001) and task attractiveness (β=0.445, p<0.001) were shown to have a positive (+) effect on para-social interaction, and hypotheses 1 and 2 were supported. Next, in terms of social attractiveness and task attractiveness's impact on product attitude, social attractiveness was shown to be not statistically significant (hypothesis 3 was rejected), while task attractiveness had a positive effect on product attitude (hypothesis 4 was adopted). Next, para-social interaction was shown to have a positive effect on product attitude, so hypothesis 5 was also adopted. In addition, social attractiveness was shown to affect product attitudes only through para-social interactions (β=0.107,p<0.05). Also, para-social interaction was shown to have a partial mediating effect between task attract... 본 연구는 음성쇼핑의 쇼핑 매개체인 지능형 가상비서(Intelligent Personal Assistant, IPA)가 소비자의 쇼핑행동에 미치는 영향에 주목하였다. 구체적으로 지능형 가상비서의 매력성(사회적 매력/과업적 매력)이 지능형 가상비서에 대한 준사회적 상호작용에 미치는 영향을 살펴보고, 지능형 가상비서의 매력성과 준사회적 상호작용이 음성쇼핑 이용자의 제품태도에 미치는 영향을 살펴보았다. 본 연구는 온라인 설문조사를 통해 수집된 총 225명의 응답 데이터를 구조방정식 모형으로 검증하였으며, 연구의 주요 결과는 다음과 같다. 첫째, 사용자가 지능형 가상비서의 사회적 매력과 과업적 매력을 높게 인지할 때 준사회적 상호작용이 높게 형성되는 것으로 나타났다. 둘째, 과업적 매력은 제품태도에 정(+)의 영향을 미치는 반면, 사회적 매력은 제품태도에 영향을 미치지 않았다. 셋째, 지능형 가상비서에 대한 준사회적 상호작용이 높게 형성될수록 지능형 가상비서가 추천하는 제품에 대한 태도는 긍정적인 것으로 나타났다. 넷째, 준사회적 상호작용은 지능형 가상비서의 과업적 매력과 사회적 매력이 제품태도에 미치는 영향에 유의미한 매개효과를 가지는 것으로 확인되었다.

부모-유아 상호작용, 또래상호작용, 교사-유아 상호작용이 유아의 사회적 유능감과 언어 및 문해 능력에 미치는 영향

백지숙,권은주 한국보육학회 2017 한국보육학회지 Vol.17 No.2

본 연구는 부모-유아 상호작용, 또래상호작용, 교사-유아 상호작용이 유아의 사회적 유능감과 언어 및 문해능력에 미치는 영향을 살피는 것에 있다. 연구대상은 한국아동패널 7차년도 데이터의 1203명 이였다. ‘사회적 유능감 검사도구’, ‘SECCYD’, ‘HEQ’, ‘PIPPS’, ‘교사-유아 상호작용 검사도구’ 들을 통해 연구자료를 수집하였고 수집된 자료는 Pearson 적률상관과 단계적 중다회귀분석을 통해 검증하였다. 연구결과, 유아의 사회적 유능감과 부모-유아 상호작용, 또래상호작용, 교사-유아 상호작용 간에 정적상관이 있는 것으로 밝혀졌다. 전체 인지능력을 가장 강력하게 예측한 변인은 자기조절로 나타났고 이어서 언어능력이 추가적 예측변인으로 밝혀졌다. 또한 언어 및 문해능력과 또래상호작용, 교사-유아 상호작용 간에 정적상관이 있는 것으로 밝혀졌다. 사회적 유능감을 가장 강력하게 예측하는 변인으로는 부모-유아 상호작용이 나타났으며 또래상호작용이 추가적인 예측력이 있는 것으로 나타났다. 언어 및 문해능력을 가장 강력하게 예측하는 예측변인으로는 또래상호작용이 나타났으며 교사-아동상호작용이 추가적인 예측변인으로 나타났다. This study investigated the affects of Parent-child interaction, peer interaction and teacher-child interaction on kindergartners’ social competence, language and literacy Ability. Participants were 1203 children attending panel study on Korean children. It used the ‘Social Competence Inventory’, ‘SECCYD’, ‘HEQ’, ‘PIPPS’ and the ‘Teacher-Child Relation Scale’ in collection of data. Collected data were analyzed through the SPSS 18.0 program and pearson’s correlation and step-wise multi regression analysis. Findings are as follows. First, there were positive correlations between children’s social competence and parent-child interaction, peer interaction and teacher-child interaction. Second, there were positive correlations between children’s language and literacy ability and peer interaction and teacher-child interaction. Third, Parent-child interaction, peer interaction were predictable variable affecting the young children's social competence. Fourth, peer interaction and teacher-child interaction were found to be predictable variables affecting the young children’s language and literacy ability.

Cyber Social Interactions: Information Behavior in Between Social and Parasocial Interactions

Wolfgang G. Stock,Katrin Scheibe,Kaja J. Fietkiewicz,Franziska Zimmer 한국과학기술정보연구원 2022 Journal of Information Science Theory and Practice Vol.10 No.3

Participants in real-time online sessions, be it (business) meetings, virtual school lessons, or social live streams, all engage in cyber social interactions. Unlike parasocial interactions, cyber social interactions are characterized by reciprocity and temporal proximity. In contrast to social interactions, they lack spatial proximity and bodily contact. This is a fairly new concept in information science that rose from technological advances and unprecedented circumstances (e.g., the rise of digital economy and knowledge workers being able to work remotely or, more recently, global lockdowns and contact restrictions). As a result, the past ways of working and socializing were transformed by making them, in some cases predominantly, virtual. Regarding the example of social live streaming we exhibit the importance of cyber social interactions for information behavior research. This conceptual article is a plea for information science to engage more in human-human online relations and interactions.

제품-서비스 통합시스템에서의 서비스 상호작용의 사회적 상황 표현기법

김용세 ( Yong Se Kim ),( Kumiko Suzuki ),정혜지 ( He Ji Jeong ) 서울과학기술대학교 과학문화전시디자인연구소 2015 한국과학예술융합학회 Vol.19 No.-

A Product-Service Systems (PSS) is composed of service and product element to provide values for relevant stakeholders. A typical service interaction involves providers and receivers, and respective values are provided in a social interaction. In cases, more than one providers are interacting with a receiver. In others, service interaction is happening in a public manner where social issues amang peer receivers are important. When service channel is supported by physical touchpoints, receivers would interact with products, which may interact with providers. Thus, in PSS, a various kinds of interactions occur in diverse social contexts. A simple representation method for social contexts is introduced where service providers, receivers andproducts are represented as nodes and interaction between them are represented as directed edges. Social context of several PSS examples are described with this. In booth designing and operating PSS, social context representations could be used in analyzing and comparing key aspects of social interaction types to retrieve similar cases to exploit related interaction design strategies and operation know-hows.