思维领导

Many mobile applications use push notifications and reminders to explicitly educate, remind, and motivate users to perform healthy behaviors. However, users do not always act according to these explicit digital interventions. Our study investigates whether users’ self-regulation can be implicitly facilitated with a proper mobile interaction design. Specifically, we investigate the impacts of two touch modes that are supported by force-based interaction technology, that is, pressing and tapping. Drawing on the theory of embodied cognition, which suggests that people automatically infer meanings from their bodily actions, we conjecture that pressing, compared with tapping, enhances self-regulation because the action of pressing on the touchscreen embodies resolute approach motivation toward goals. We test our hypotheses in three experiments. The first experiment investigates beverage choices on a mobile app; the second experiment examines goal setting on a fitness app; and the third experiment focuses on personal hygiene learning on a mobile education app. The results from the three experiments show that pressing actions can improve users’ self-regulation in selecting a healthier but less tasty beverage (Study 1), setting higher exercise goals and performing more physical exercise (Study 2), and reducing lapses in maintaining personal hygiene (Study 3). In addition, such effects were more salient among users with a higher level of health knowledge and a promotion-focused health orientation. This study contributes to healthcare IT research by showing that mobile interaction can be leveraged to nudge users toward enhanced self-regulation.

是项研究为一个针对拉引营销活动如何影响多元渠道企业有效地推行营销活动的整合分析。高度灵活的拉引营销活动，目标是令多元分销渠道组合更具吸引力。作者透过整合以往的多元渠道分销文献，研究营销活动是否有效，与拉引营销活动及其分销渠道结构的配置，以及客户、竞争及产品类别的关系。是项分析结合研究样本的企业、数据和模型属性，发现当多元渠道企业在所有分销渠道中使用数码广告和价格促销时，营销活动更有效。跨渠道价格歧视并不会令营销活动更有效。此外，数码广告和价格促销是否配合多元化的渠道、渠道的丰富性、客户体验、市场竞争力和产品消费频率，也会对有效推行营销活动造成影响。

尽管社交媒体让用户分享文章的功能有助网上报章发展，但有人认为此举会减少读者人数及削弱新闻议题设定，蚕食及损害报章的发展。有见说法迥异，我们必需了解于社交媒体分享新闻报导，以及在新闻网站阅读文章的二元思维的成因。根据一份取自亚洲国家的英文报章，有关其网上新闻的读者点击数据资料，以及从Twitter收集的社交媒体数据，我们以文章情感作为主要的新闻内容属性进行分析，发现情感对于读者群及其在新闻网站和第三方社交媒体平台上的分享行为存在差别效应。研究结果显示人们较倾向在新闻网站阅读带有负面情绪的文章，而在Twitter上则较倾向分享积极正面的文章。具体来说，新闻内容的情感每增加一个单位，新闻网站页面浏览量便会减少 10.86%或273个单位，但Twitter的分享数量却会增加17.0%或2.10个单位。当我们分析新闻报导的情感时，我们还发现作者的正面情感及负面新闻主题对读者的对比影响。为了解研究结果的潜在机制，我们对以往有关自我展示文献中提及的关键直觉进行测试。我们发现当Twitter用户的关注者人数增加（即受众规模），会令该名用户更倾向分享带有正面情绪的新闻文章。我们的研究结果证明新闻网站和社交媒体平台之间存在互相竞争但同时互补的关系，亦有助出版商制作更好的新闻内容和管理社交媒体，从而提升读者的参与度和扩阔读者群，同时保留新闻媒体设置议题的能力。