報告時間：2024年07月29日（星期一）14:30-16:00
報告地點：翡翠湖校區科教樓B座1008會議室
報 告 人：Chee-Wee Tan 教授
工作單位：香港理工大學
舉辦單位：經濟學院
報告簡介：
Influencers (e.g., live streamers) earn gratuities from engaging customers, a phenomenon that we label as engagement monetization. Although scholars have advocated a process view of customer engagement, they tend to accentuate unidirectional transitions from low- to high-engagement-level states. This constrains influencers’ understanding of customer engagement, which in turn inhibits their ability to both trigger profitable states of engagement as well as prevent deteriorating states of engagement from manifesting. To this end, we extend extant literature by conceptualizing customer engagement as an emergent process that embodies engagement states and engagement transitions. Empirically, we conduct an illustrative study in the context of entertainment live streaming and subscribe to the Markov chain method to showcase how customer engagement transition can be modeled. Based on 91,148 engagement records, we scrutinize the effects of influencers’ scheduling strategy on engagement transitions and viewers’ gratuities using the Multilevel Linear Model (MLM). Findings yield practical implications for influencers in terms of how live streaming sessions can be strategically scheduled to bolster customer engagement and monetization opportunities.
報告人簡介：
Chee-Wee Tan is a Professor at the Department of Management and Marketing in the Hong Kong Polytechnic University (PolyU). Before joining PolyU, Chee-Wee is a Professor w/ Special Responsibilities in Research Excellence at Copenhagen Business School (CBS). Chee-Wee received his PhD in Management Information Systems from the University of British Columbia. His research interests focus on design and innovation issues related to digital platforms. His work has been published in leading peer-reviewed journals such as MIS Quarterly (MISQ), Journal of Operations Management (JOM), Information Systems Research (ISR), Journal of Management Information Systems (JMIS), and the Journal of the Association for Information Systems (JAIS), among others. Chee-Wee is holding or has held Honorary and Guest Professorship positions at Lingnan University (LNU), Monash University Malaysia (MUM), the University of New South Wales (UNSW), the University of Nottingham Ningbo China (UNNC), the University of Science and Technology of China (USTC), and the Weizenbaum Institute for the Networked Society. Apart from being a Senior Editor for MISQ, Chee-Wee has served or is currently serving on the editorial boards for ACM Distributed Ledger Technologies: Research and Practice (DLT), DSS, EJIS, Industrial Management & Data Systems (IMDS), IEEE Transactions on Engineering Management (IEEE-TEM), Information & Management (I&M), Information Systems Journal (ISJ), Internet Research (IntR), JAIS, Journal of Computer Information Systems (JCIS), Journal of Management Analytics (JMA), JMIS, and MISQ. Finally, Chee-Wee is the Vice President of Publications for the Association for Information Systems.
