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  • 1
    Online Resource
    Online Resource
    Estimating Demand for Mobile Applications in the New Economy
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2014
    In:  Management Science Vol. 60, No. 6 ( 2014-06), p. 1470-1488
    Details
    In: Management Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 60, No. 6 ( 2014-06), p. 1470-1488
    Abstract: In 2013, the global mobile app market was estimated at over US$50 billion and is expected to grow to $150 billion in the next two years. In this paper, we build a structural econometric model to quantify the vibrant platform competition between mobile (smartphone and tablet) apps on the Apple iOS and Google Android platforms and estimate consumer preferences toward different mobile app characteristics. We find that app demand increases with the in-app purchase option wherein a user can complete transactions within the app. On the contrary, app demand decreases with the in-app advertisement option where consumers are shown ads while they are engaging with the app. The direct effects on app revenue from the inclusion of an in-app purchase option and an in-app advertisement option are equivalent to offering a 28% price discount and increasing the price by 8%, respectively. We also find that a price discount strategy results in a greater increase of app demand in Google Play compared with Apple App Store, and app developers can maximize their revenue by providing a 50% discount on their paid apps. Using the estimated demand function, we find that mobile apps have enhanced consumer surplus by approximately $33.6 billion annually in the United States, and we discuss various implications for mobile marketing analytics, app pricing, and app design strategies. This paper was accepted by Alok Gupta, special issue on business analytics.
    Type of Medium: Online Resource
    ISSN: 0025-1909 , 1526-5501
    URL: Article
    DOI: 10.1287/mnsc.2014.1945
    RVK:
    QP 300
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2014
    detail.hit.zdb_id: 206345-1
    detail.hit.zdb_id: 2023019-9
    SSG: 3,2
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  • 2
    Online Resource
    Online Resource
    Attitude Functions in Advertising
    Wiley ; 1992
    In:  Journal of Consumer Psychology Vol. 1, No. 4 ( 1992-10), p. 337-364
    Details
    In: Journal of Consumer Psychology, Wiley, Vol. 1, No. 4 ( 1992-10), p. 337-364
    Type of Medium: Online Resource
    ISSN: 1057-7408 , 1532-7663
    URL: Issue
    URL: Article
    DOI: 10.1207/jcp.1992.1.issue-4
    DOI: 10.1207/s15327663jcp0104_03
    RVK:
    QA 10000
    Language: English
    Publisher: Wiley
    Publication Date: 1992
    detail.hit.zdb_id: 2021876-X
    detail.hit.zdb_id: 1109529-5
    SSG: 3,2
    SSG: 5,2
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  • 3
    Online Resource
    Online Resource
    Attitude functions in advertising: The interactive role of products and self‐monitoring
    Wiley ; 1992
    In:  Journal of Consumer Psychology Vol. 1, No. 4 ( 1992-01), p. 337-364
    Details
    In: Journal of Consumer Psychology, Wiley, Vol. 1, No. 4 ( 1992-01), p. 337-364
    Abstract: Attitude objects have been shown to play an important role in attitude functions, with attitudes toward some objects or products serving primarily a single function. These findings imply that products constrain the effects of other variables (e.g., personality differences) on attitude functions. Our experiments investigated whether differences in the functions of high and low self‐monitors' product attitudes will emerge for some product categories but not for others. In Experiment 1, high and low self‐monitors described their attitudes toward products previously identified as serving predominantly utilitarian, social identity, or multiple functions. Coding of attitude descriptions revealed that, for social identity products, high self‐monitors explained their attitudes in more social terms and in less utilitarian terms than did low self‐monitors. However, for utilitarian and for multiple function products, high and low self‐monitors did not differ in their (strongly utilitarian) explanations of their attitudes. In Experiments 2 and 3, high and low self‐monitors wrote advertisements for various products. When advertising multiple function products, high self‐monitors preferred to use social arguments, whereas low self‐monitors preferred to use utilitarian arguments. However, both high and low self‐monitors preferred utilitarian arguments for advertising utilitarian products and social arguments for social identity products. The conditions under which self‐monitoring had its greatest impact on attitude functions are discussed in terms of differences between the task of attitude description (Experiment 1) and persuasive message selection (Experiments 2 and 3).
    Type of Medium: Online Resource
    ISSN: 1057-7408 , 1532-7663
    URL: Article
    DOI: 10.1016/S1057-7408(08)80059-9
    RVK:
    QA 10000
    Language: English
    Publisher: Wiley
    Publication Date: 1992
    detail.hit.zdb_id: 2021876-X
    detail.hit.zdb_id: 1109529-5
    SSG: 3,2
    SSG: 5,2
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  • 4
    Online Resource
    Online Resource
    Battle of the Channels: The Impact of Tablets on Digital Commerce
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2017
    In:  Management Science Vol. 63, No. 5 ( 2017-05), p. 1469-1492
    Details
    In: Management Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 63, No. 5 ( 2017-05), p. 1469-1492
    Abstract: The introduction of tablets in online retailing has created an additional touchpoint through which e-commerce firms can interact with consumers. In this paper, we seek to understand and measure the causal impact of tablets on e-commerce sales. In doing so, we examine the complementary and substitution impact of the tablet channel on the smartphone and PC channels. We rely on a unique data set from Alibaba, the largest e-commerce firm in the world, and exploit a natural experiment via the iPad app introduction to empirically identify our results. The results show that users’ adoption of tablets enhanced the overall growth of Alibaba’s e-commerce market, with an annual increase of approximately US$923.5 million. Our results demonstrate that the tablet channel acts as a substitute for the PC channel while it acts as a complement for the smartphone channel. Furthermore, the use of tablets spurs casual browsing, which leads to the purchase of more impulse products and a wider diversity of products. Cross-device browsing behavior is found to enhance sales outcomes, and the degree of interrelationships between devices varies across the course of the day. We provide insights for retailers about how they can increase their sales volume and revenue in the emerging tablet economy. This paper was accepted by Anandhi Bharadwaj, information systems.
    Type of Medium: Online Resource
    ISSN: 0025-1909 , 1526-5501
    URL: Article
    DOI: 10.1287/mnsc.2015.2406
    RVK:
    QP 300
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2017
    detail.hit.zdb_id: 206345-1
    detail.hit.zdb_id: 2023019-9
    SSG: 3,2
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  • 5
    Online Resource
    Online Resource
    Learning Outside the Classroom During a Pandemic: Evidence from an Artificial Intelligence-Based Education App
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2023
    In:  Management Science Vol. 69, No. 6 ( 2023-06), p. 3616-3649
    Details
    In: Management Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 69, No. 6 ( 2023-06), p. 3616-3649
    Abstract: Drawing on the notion of compensatory behavior, this paper studies how students compensate for learning loss during a pandemic and what role artificial intelligence (AI) plays in this regard. We further probe into a difference in compensatory behavior for learning loss in terms of quantity, pattern, and pace (i.e., tripartite aspect of learning behavior) of AI-powered learning app usage depending on the level of pandemic threat and the proximity of a goal to students. Results show that the pandemic threat affects student learning behavior differently. Immediately following the COVID-19 outbreak, students who live in the epicenter of the outbreak (versus those who do not) use the app less at first, but with time, they use it more (quantity), on a more regular basis (pattern), and rebound to a curriculum path (pace) comparable to students who do not live in the outbreak’s epicenter. These findings collectively explain behavior that is consistent with compensation for learning loss. The results also partially corroborate the goal-proximity effect, revealing that proximity to a goal (e.g., the degree to which the national university admission exam is approaching) has a moderating role in explaining the tripartite perspective of student learning behavior. Overall, these findings have important theoretical and practical implications for understanding how innovative education technologies can not only facilitate student learning during adversity, but also support learning recovery after adversity. This paper was accepted by D. J. Wu, information systems. Supplemental Material: Data files available at https://doi.org/10.1287/mnsc.2022.4531 .
    Type of Medium: Online Resource
    ISSN: 0025-1909 , 1526-5501
    URL: Article
    DOI: 10.1287/mnsc.2022.4531
    RVK:
    QP 300
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2023
    detail.hit.zdb_id: 206345-1
    detail.hit.zdb_id: 2023019-9
    SSG: 3,2
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  • 6
    Online Resource
    Online Resource
    An Empirical Analysis of User Content Generation and Usage Behavior on the Mobile Internet
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2011
    In:  Management Science Vol. 57, No. 9 ( 2011-09), p. 1671-1691
    Details
    In: Management Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 57, No. 9 ( 2011-09), p. 1671-1691
    Abstract: We quantify how user mobile Internet usage relates to unique characteristics of the mobile Internet. In particular, we focus on examining how the mobile-phone-based content generation behavior of users relates to content usage behavior. The key objective is to analyze whether there is a positive or negative interdependence between the two activities. We use a unique panel data set that consists of individual-level mobile Internet usage data that encompass individual multimedia content generation and usage behavior. We combine this knowledge with data on user calling patterns, such as duration, frequency, and locations from where calls are placed, to construct their social network and to compute their geographical mobility. We build an individual-level simultaneous equation panel data model that controls for the different sources of endogeneity of the social network. We find that there is a negative and statistically significant temporal interdependence between content generation and usage. This finding implies that an increase in content usage in the previous period has a negative impact on content generation in the current period and vice versa. The marginal effect of this interdependence is stronger on content usage (up to 8.7%) than on content generation (up to 4.3%). The extent of geographical mobility of users has a positive effect on their mobile Internet activities. Users more frequently engage in content usage compared to content generation when they are traveling. In addition, the variance of user mobility has a stronger impact on their mobile Internet activities than does the mean. We also find that the social network has a strong positive effect on user behavior in the mobile Internet. These analyses unpack the mechanisms that stimulate user behavior on the mobile Internet. Implications for shaping user mobile Internet usage behavior are discussed. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors.
    Type of Medium: Online Resource
    ISSN: 0025-1909 , 1526-5501
    URL: Article
    DOI: 10.1287/mnsc.1110.1350
    RVK:
    QP 300
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2011
    detail.hit.zdb_id: 206345-1
    detail.hit.zdb_id: 2023019-9
    SSG: 3,2
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  • 7
    Online Resource
    Online Resource
    Ask for Reviews at the Right Time: Evidence from Two Field Experiments
    SAGE Publications ; 2023
    In:  Journal of Marketing Vol. 87, No. 4 ( 2023-07), p. 528-549
    Details
    In: Journal of Marketing, SAGE Publications, Vol. 87, No. 4 ( 2023-07), p. 528-549
    Abstract: This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, depending on the delivery timing. On the one hand, reminders of review posting given immediately or shortly after a product experience may threaten a consumer's freedom and prompt an adverse reaction. On the other hand, as time after the product experience passes, it may be advantageous to revive memories of review posting using delayed review reminders. To evaluate the effect of review reminders, the authors conduct two randomized field experiments. The findings show that immediate reminders reduce the chance of review postings relative to a randomized immediate control group who did not receive a reminder, consistent with the notion that the reactance induced by the violation of freedom due to instant review reminders outweighs the benefit of memory recall. Conversely, delayed reminders significantly increase the likelihood of review posting compared with a randomized delayed control, suggesting that the memory recall benefit surpasses reactance. However, the timing of review reminders has little effect on review content. The study contributes to the literature on the temporal effects of marketing activities and provides practical advice for online marketplaces to collect more product reviews.
    Type of Medium: Online Resource
    ISSN: 0022-2429 , 1547-7185
    URL: Article
    DOI: 10.1177/00222429221143329
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2023
    detail.hit.zdb_id: 2052318-X
    detail.hit.zdb_id: 218318-3
    SSG: 3,2
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