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UNDERSTANDING CUSTOMERS’ USE AND INVESTMENT TRAJECTORIES IN ACCESS-BASED DIGITAL PLATFORMS
Sam Van der Linden,Bert Weijters 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Digital revenues from music and video have surpassed the physical revenues and, remarkably, access-based services are solely responsible for the growth of digital revenues, whereas (legal) downloading behavior and revenues from paying for ownership are declining (ERA, 2017; IFPI, 2017). However, access-based digital consumption business models are heavily dependent on customers’ continued use of their services. Through two studies, this research aims to investigate customers’ behavioral trajectories in digital entertainment services. Study 1 examines cross-lagged effects of non-financial personal investment on frequency of use and vice versa, while relating attitudinal and demographical antecedents to both trajectories. Study 2 investigates the moderating influence of financial investment on the relation between non-financial investment on frequency of use in a video streaming service with a freemium business model and studies at what point in time users decide to switch from a free service to a paid service. The results of the first study indicate that there are effects of the frequency of use of a service on the amount of non-financial investment put in the service (i.e. creating a list of favorites for later consumption), but the effects of non-financial investment on frequency of use are only found for women. Furthermore, in line with the self-service literature, perception of hedonic rewards is the strongest predictor of frequency of use and the amount of non-financial investment made in the service. For men, perceived ease of use is negatively related with the amount of non-financial investment made, indicating that men are less likely to see the added value of personal investment, when it is easy to find what they are looking for. Lastly, older people perceive new digital entertainment platforms as less hedonically rewarding, less easy to use and less useful, suggesting that they are more favorably disposed towards traditional forms of entertainment, such as the traditional TV. The results of the second study are still in progress and will be presented at the 2018 GMC conference.
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Gruner, Matthew,Nelson, Dru,Winbush, Ari,Hintz, Rebecca,Ryu, Leesun,Chung, Samuel H.,Kim, Kyuhyung,Gabel, Chrisopher V.,van der Linden, Alexander M. Public Library of Science 2014 PLoS genetics Vol.10 No.10
<P>Feeding state and food availability can dramatically alter an animals' sensory response to chemicals in its environment. Dynamic changes in the expression of chemoreceptor genes may underlie some of these food and state-dependent changes in chemosensory behavior, but the mechanisms underlying these expression changes are unknown. Here, we identified a KIN-29 (SIK)-dependent chemoreceptor, <I>srh-234</I>, in <I>C. elegans</I> whose expression in the ADL sensory neuron type is regulated by integration of sensory and internal feeding state signals. We show that in addition to KIN-29, signaling is mediated by the DAF-2 insulin-like receptor, OCR-2 TRPV channel, and NPR-1 neuropeptide receptor. Cell-specific rescue experiments suggest that DAF-2 and OCR-2 act in ADL, while NPR-1 acts in the RMG interneurons. NPR-1-mediated regulation of <I>srh-234</I> is dependent on gap-junctions, implying that circuit inputs regulate the expression of chemoreceptor genes in sensory neurons. Using physical and genetic manipulation of ADL neurons, we show that sensory inputs from food presence and ADL neural output regulate <I>srh-234</I> expression. While KIN-29 and DAF-2 act primarily via the MEF-2 (MEF2) and DAF-16 (FOXO) transcription factors to regulate <I>srh-234</I> expression in ADL neurons, OCR-2 and NPR-1 likely act via a calcium-dependent but MEF-2- and DAF-16-independent pathway. Together, our results suggest that sensory- and circuit-mediated regulation of chemoreceptor genes via multiple pathways may allow animals to precisely regulate and fine-tune their chemosensory responses as a function of internal and external conditions.</P><P><B>Author Summary</B></P><P>Animals dramatically modify their chemosensory behaviors to attractive and noxious chemical stimuli when starved. This could allow them to alter and optimize their food-search strategies to increase their survival and reproduction. Changes in the gene expression of chemoreceptors specialized in detecting environmental stimuli is observed in fish, insects and nematodes, and may be a general mechanism underlying the changes in chemosensory behaviors observed in starved animals. To elucidate this mechanism, we have developed an <I>in vivo</I> reporter assay in <I>C. elegans</I> for monitoring the expression of a candidate chemoreceptor gene in a single sensory neuron type, called ADL, as a function of feeding state. Using this reporter assay, we show that sensory inputs into ADL and neural outputs from ADL, as well as inputs from the RMG interneuron, which is electrically connected to ADL, are required to fine-tune expression of chemoreceptor genes in ADL. Sensory and circuit-mediated regulation of chemoreceptor gene expression is dependent on multiple pathways, including the neuropeptide receptor, NPR-1, and the DAF-2 insulin-like receptor. Our results reveal mechanisms underlying chemoreceptor gene expression, and provide insight into how expression changes in chemoreceptor genes may contribute to changes in chemosensory behavior as a function of feeding state.</P>
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Biological Validation of Plant-derived Anti-human Colorectal Cancer Monoclonal Antibody CO17-1A
Jamal, Arshad,Ahn, Mi-Hyun,Song, Mira,Oh, Eun-Yi,Hong, Juyeon,Choo, Young-Kug,Ko, Kinarm,Han, Yeon Soo,Oh, Seung Han,Van Der Linden, Joke,Leusen, Jeanette H.W.,Ko, Kisung Mary Ann Liebert 2009 Hybridoma Vol.28 No.1
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