Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning,...
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Social Influence on Customer Engagement A Pilot Study on the Effects of Social Learning , Social Comparison , and Normative Influence Agnis Stibe Harri Oinas-Kukkonen Tuomas Lehto
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Contemporary socio-technical environments hold a great potential to drive a positive influence on the behaviors and attitudes of individuals. Drawing upon social cognitive theory (SCT) and the theory of planned behavior (TPB), this paper explores how and to what extent persuasive social influence features (namely, social learning (SL), social comparison (SC), and normative influence (NI)) alter customer behavior toward engagement in feedback sharing. A theory-driven research model was composed and then analyzed using partial least squares structural equation modeling (PLS-SEM). Based on a pilot experimental study involving 69 Twitter users, the authors indicate that behavioral intention (BI) to engage in feedback sharing is partially explained by the perceived persuasiveness (PP) of a system, which is partly explained by means of NI, which in turn is partly explained by means of SC. On top of that, SL plays an important role in explaining and influencing all of the abovementioned constructs.
Transcript of Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning,...
Social Influence on Customer
Engagement
A Pilot Study on the Effects of
Social Learning, Social Comparison, and Normative Influence
Agnis Stibe
Harri Oinas-Kukkonen
Tuomas Lehto
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
WE
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
PROJECT
Social Media Integrated in
Physical Space
(Airports)
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
How social media can be used to
increase traveler’s participation in
feedback sharing while in airports
?HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Behavior
Change
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
WE
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
We are group
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Oulu Advanced Research on
Software and Information Systems
Socio-T
echnica
l Syst
ems
Human-Computer Interaction
Persuasive Technology
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Persuasio
n
The influence of beliefs, attitudes, intentions, motivations, or behaviors.
A process aimed at changing people’s
attitude or behavior by using written or spoken words to convey information,
feelings, or reasoning, or a combination of them.
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Persuasive Technology
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Domains Health
Energy
Ecology
Business
Other
Chatterjee, S. and Price, A. 2009 “Healthy Living with Persuasive Technologies: Framework, Issues, and
Challenges.” HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Oulu Advanced Research on
Software and Information Systems
Socio-T
echnica
l Syst
ems
Human-Computer Interaction
Persuasive Technology
Behavior Change Support Systems
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Behavior Change
Support Syste
m
is a socio-technical information system with psychological and behavioral outcomes
designed to form, alter or reinforce
attitudes, behaviors or an act of complying
without using coercion or deception.Oinas-Kukkonen, H. 2012
“A Foundation for the Study of Behavior Change Support Systems.”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Oulu Advanced Research on
Software and Information Systems
Socio-T
echnica
l Syst
ems
Human-Computer Interaction
Persuasive Technology
Behavior Change Support Systems
Persuasive Systems Design model
28 Features
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Persuasiv
e Systems D
esign
model
28
featuresin 4 categories
Social Influence
Oinas-Kukkonen, H. and Harjumaa, M. 2009 “Persuasive Systems Design: Key Issues, Process Model, and System
Features.” HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
How people located in airports can be
socially influenced through
information systems to change their
behavior targeted to feedback sharing
? F
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Social Cognitive Model(adapted to the IS context)
BEHAVIORAL
BEHAVIORAL INTENTION:-To engage in feedback sharing (using information system)
PERSONAL
USER FACTORS:-Vicarious learning-Self-regulation
ENVIRONMENTAL
SOFTWARE FEATURES:-Social learning-Social comparison-Normative influence
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Bandura, A.Social Cognitive Theory
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Research Model
Ajzen, I.Theory of Planned Behavior
Festinger, L.Theory of Social Comparison Processes
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Social Learning
Social Comparison
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Social Learning
Normative Influence
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
22 minutes
6 questions in
loop
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
IADIS WWW/Internet ConferenceMadrid, October 19, 2012
69 30 39Participants SC NI
23%
77%
Female Male
68%
19%
13%
Under 24 years 25-29 years Over 30 years
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Results from PLS-
SEM(WarpPLS 3.0)
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Total Effects
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Total Effects
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
Why did it?
Who are?
What did?
How did it?
What found?
What concluded?
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
.oulu.fi
Stibe A., Oinas-Kukkonen H., and Lehto T. “Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence”
HICSS-46 ConferenceMaui, Hawaii, January 9, 2013
Contribution
s
Implications
Limitations Future
Research
Theory-driven research
model
Measurement instrument
Results
Analysis
For research:
Further theory
development
For practice:
IS for feedback collection
Model improvements
Design of persuasive
features
Item testing
Real life settings
Simulated airport setting
Narrow sample:
- Age
- Education
@agsti
+358 401490499
Thanks to:
the Foundation of Nokia Corporation
the Finnish Funding Agency for Technology and Innovation
the Doctoral Program on Software and Systems Engineering
