• Information Systems Review
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• v.17 no.2
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• pp.219-238
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• 2015

As Internet and IT have been developed, people have been exposed to large amounts of information. So, many online information providers recommend relevant information to users to relieve an information overload. However, information recommendation which is based on the taste and preference of a user can lead to a problem of unbalanced information consumption. Prior research about online information has not investigated the side-effect of a recommendation function. This research suggests IT solutions for alleviating unbalanced information consumption behavior. Based on adaptation level theory and expectancy theory, we proposed self-reference point diagnosticity interface and social-reference point diagnosticity interface to help people to consume information following their own information consuming goal. We hypothesized positive impacts of these two interfaces on the self-awareness about information consuming pattern. And we predicted that self-awareness has a positive impact on the motivation and actual behavior to conform the ideal information consuming pattern which the user sets. Laboratory experiment was executed as a research method. As a result, the self-reference diagnosticity interface leaded to higher self-awareness and mitigated the unbalanced information consumption. But, the social-reference diagnosticity interface and the motivation to improve the information consuming behavior had no significant results. Academic and practical implications are discussed.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.581-592
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• 2019

This study investigates the factors that stimulate or suppress the use of food delivery applications. As potential antecedent factors, the present research examined the review diagnosticity, descriptive norms, and multidimensional risk perception. Based on this, users' data were collected from major metropolitan cities where the food delivery application business is most active. The results of structural equation modeling confirmed that users' approach to food delivery apps becomes more favorable when the review diagnosticity and descriptive norms were improved and when the perceived multidimensional risk expected to be associated with app use is mitigated. Additionally, we found that the positive influence of these attitudes on the actual intention to accept delivery applications became weaker at higher levels of perceived risk. These empirical results may contribute to the formation of strategic and systematic guidelines for promoting the expansion of the recently emerging O2O service platform across diverse sectors. Namely, the significance of this study lies in that it has raised awareness regarding the strategic considerations that such new O2O service providers should take into account for their market positions, in addition to discovering factors that could aid the prompt expansion of the applications' user base.

• The Journal of Industrial Distribution & Business
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• v.7 no.2
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• pp.13-20
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• 2016

Purpose - The purpose of this research is to discover whether the presence of the product average rating introduces biases or change the way people perceive information. We posit that review's overall rating has a predisposition effect on consumers' perception towards detailed review information. Research design, data, and methodology - To test these hypotheses, we conducted an empirical study on a real-world setting of online shopping platform. We choose the Amazon website to test our results. The data we use were collected by the Stanford Network Analysis Project1 (McAuley et al., 2013). Results - With a dataset containing reviews of seven product categories from amazon.com., our findings could possess more generalizability as they are produced on the typical and influential online market. Second, as our research provides alternative views of consumers' shopping behavior, it is better to test our hypotheses by data from the same source. Conclusions - Our study reveals the impact of the collective rating presence on consumers' diagnosticity perception and sheds light upon some of the conflictive results in prior studies. Our research generates implications to both theories and business practices, and suggests future directions for the research question.

• Information Systems Review
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• v.9 no.2
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• pp.41-66
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• 2007

The e-marketplace is a virtual marketplace where buyers and sellers meet in order to conduct transactions through the intermediation of market-makers. For the success of an e-marketplace, it is crucial for the market-maker to induce both buyers and sellers to make active transactions in it. However, their participation is frequently deterred by potential risk factors caused mainly by the inherent, structural complexity of the e-marketplace. Therefore, it is a critical challenge for the market-maker to identify and manage the transactional risk perceived by both the buyers and sellers. In this paper, we investigate the sources of buyers' and sellers' perceived risks and their mitigating factors in the e-marketplace. Specifically, we derive an analysis framework based on the economic theory of agency relationship. The framework includes four sources of the risks(perceived information asymmetry, fears of seller opportunism, fears of buyer opportunism, and concerns about market-maker's role incompleteness) and five mitigators of the risks(website informativeness, trust in market-maker, trust in seller, product diagnosticity, and social presence). Then, we empirically verify the framework through a case study on four successful e-marketplaces, and provide implications and strategies for the market-maker to effectively manage the transactional risks.