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Using Social Influence for Motivating Customers to Generate and Share Feedback

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A combination of high tech environments and social influence concepts holds great potential to positively effect behaviors and attitudes of individuals. Drawing upon socio-psychological theories, this study explores how social influence design principles change customer engagement in sharing feedback. For that purpose, an information system consisting of social influence design principles was implemented on situated displays and examined with 77 Twitter users. The results reveal interplay between the design principles and their capacity to explain 52% of the variance in perceived persuasiveness of the system, which can further predict 40% of the variance in behavioral intention of participants to provide feedback through the system in the future. The findings could be instrumental in progress towards a richer understanding of how to fur-ther harness social influence for customer engagement through socio-technical environments and how it effects the development of novel persuasive systems.

Published in: Science
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Using Social Influence for Motivating Customers to Generate and Share Feedback

  1. 1. β = 0.42 ***" (.20)" CT (25%)! Competition! BI (40%)! Behavioral Intention! SL! Social! Learning! CR (39%)! Cooperation! SC (17%)! Social Comparison! PP (52%)! Perceived Persuasiveness! β = 0.41 **" NI (35%)! Normative! Influence! SF! Social Facilitation! β = 0.59 ***" RE (31%)! Recognition! β = 0.39 ***" (.23)" β = 0.50 ***" β = 0.30 ***" (.14)" β = 0.63 ***" β = 0.30 ** (.15)" β = 0.56 ***" β = 0.41 ***" (.19)"
  2. 2. Feedback Sharing Engagement Social Influence Public Screens Twitter
  3. 3. Social Influence
  4. 4. Social Learning
  5. 5. Social Comparison
  6. 6. Normative Influence
  7. 7. Normative Influence
  8. 8. Social Facilitation
  9. 9. Cooperation
  10. 10. Competition
  11. 11. Recognition
  12. 12. Social Influence features
  13. 13. Recognition
  14. 14. Competition Recognition
  15. 15. Cooperation Competition Recognition
  16. 16. Social Facilitation Cooperation Competition Recognition
  17. 17. Normative Influence Social Facilitation Cooperation Competition Recognition
  18. 18. Social Comparison Normative Influence Social Facilitation Cooperation Competition Recognition
  19. 19. Social Learning Social Comparison Normative Influence Social Facilitation Cooperation Competition Recognition
  20. 20. β = 0.42 ***" (.20)" CT (25%)! Competition! BI (40%)! Behavioral Intention! SL! Social! Learning! CR (39%)! Cooperation! SC (17%)! Social Comparison! PP (52%)! Perceived Persuasiveness! β = 0.41 **" NI (35%)! Normative! Influence! SF! Social Facilitation! β = 0.59 ***" RE (31%)! Recognition! β = 0.39 ***" (.23)" β = 0.50 ***" β = 0.30 ***" (.14)" β = 0.63 ***" β = 0.30 ** (.15)" β = 0.56 ***" β = 0.41 ***" (.19)" CR SF NI RE SL SC CT
  21. 21. PP (52%)! Perceived Persuasiveness! BI (40%)! Behavioral Intention! β = 0.41 **" β = 0.39 ***" (.23)" β = 0.59 ***" β = 0.50 ***" β = 0.30 ***" (.14)" β = 0.63 ***" β = 0.30 ** (.15)" β = 0.42 ***" (.20)" β = 0.56 ***" β = 0.41 ***" (.19)" CR SF NI RE SL SC CT
  22. 22. PP (52%)! Perceived Persuasiveness! BI (40%)! Behavioral Intention! CR SF NI RE SL SC CT
  23. 23. agnis.stibe@gmail.com

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