Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574431
B. E. Nelson, Ito Yasunobu
Game developers need methods for judging the effectiveness of their game designs. Although traditional user testing methods have been employed by the video game industry, they fail to capture players in their natural settings, indicating a more ethnographic approach could generate new insights into their behaviors. With the recent rise in popularity of livestreaming, this paper proposes that employing a “think-aloud” testing method over a livestream can be a useful addition to the testing tools available to developers and provide valuable contextual insights that could help game designers discover radical new innovations. By observing the livestreams for seven games, including two games created by one of the researchers, we discover that livestreaming not only exposes many of the design and product quality issues revealed by more traditional user testing, but that it also exposes many contextual behaviors that would otherwise remain hidden in a laboratory setting. This has implications not just for user testing within the video game industry, but for user testing in other industries desiring more contextual information about their consumers.
{"title":"Livestreaming for User Testing Context-Rich Observation of Game Player Behavior","authors":"B. E. Nelson, Ito Yasunobu","doi":"10.1109/ICMSE.2017.8574431","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574431","url":null,"abstract":"Game developers need methods for judging the effectiveness of their game designs. Although traditional user testing methods have been employed by the video game industry, they fail to capture players in their natural settings, indicating a more ethnographic approach could generate new insights into their behaviors. With the recent rise in popularity of livestreaming, this paper proposes that employing a “think-aloud” testing method over a livestream can be a useful addition to the testing tools available to developers and provide valuable contextual insights that could help game designers discover radical new innovations. By observing the livestreams for seven games, including two games created by one of the researchers, we discover that livestreaming not only exposes many of the design and product quality issues revealed by more traditional user testing, but that it also exposes many contextual behaviors that would otherwise remain hidden in a laboratory setting. This has implications not just for user testing within the video game industry, but for user testing in other industries desiring more contextual information about their consumers.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"52 29","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131472448","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574414
Teng Wei-chen, Wei Cang-Liang, Sui Yao-hua
Recently, celebrities have enthusiastically created their own business. Although celebrity entrepreneurs think that their credibility would enhance the customer's purchase intention toward the products of their business ventures, this study find that the effect does not exist; the purchase intention relies mainly on a customer's brand attitude toward the venture which is influenced by the customer's perceived congruence between a celebrity and her/his business. Being a celebrity entrepreneur is therefore riskier than being a brand endorser.
{"title":"An Exploration of Marketing Risks in Celebrity Business Ventures","authors":"Teng Wei-chen, Wei Cang-Liang, Sui Yao-hua","doi":"10.1109/ICMSE.2017.8574414","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574414","url":null,"abstract":"Recently, celebrities have enthusiastically created their own business. Although celebrity entrepreneurs think that their credibility would enhance the customer's purchase intention toward the products of their business ventures, this study find that the effect does not exist; the purchase intention relies mainly on a customer's brand attitude toward the venture which is influenced by the customer's perceived congruence between a celebrity and her/his business. Being a celebrity entrepreneur is therefore riskier than being a brand endorser.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131869208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574470
Qiu Yang, Wang Dan, Chen Jing-han
This study explores how the internal organizational empowering environment has an impact on individual adaptive performance? Based on the theory of empowering, it builds the concept model of organizational empowering leadership behavior, organizational psychological empowerment and individual adaptive performance, and aims to analyze the impact of organizational empowering leadership behavior on individual adaptive performance through organizational psychological empowerment. Through the questionnaire of 420 staffs from 9 large-medium-sized enterprises of three provinces in Northeast China, the researcher verifies the hypothesis and gets the following conclusion: Organizational empowering leadership behavior has a significant positive impact on individual adaptive performance; Organizational empowering leadership behavior has a significant positive impact on organizational psychological empowerment; Organizational psychological empowerment would play a cross-level mediating effect between organizational empowering leadership behavior and individual adaptive performance, and it is a full mediation. The conclusion of the study enriches the relevant research results of the influence of the internal empowering environment on the individual adaptive performance, and it has a good reference for the management practice of improving individual adaptive performance.
{"title":"The Impact of Organizational Empowering Leadership Behavior on Individual Adaptive Performance: Cross-Level Mediation Effect of Organizational Psychological Empowerment","authors":"Qiu Yang, Wang Dan, Chen Jing-han","doi":"10.1109/ICMSE.2017.8574470","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574470","url":null,"abstract":"This study explores how the internal organizational empowering environment has an impact on individual adaptive performance? Based on the theory of empowering, it builds the concept model of organizational empowering leadership behavior, organizational psychological empowerment and individual adaptive performance, and aims to analyze the impact of organizational empowering leadership behavior on individual adaptive performance through organizational psychological empowerment. Through the questionnaire of 420 staffs from 9 large-medium-sized enterprises of three provinces in Northeast China, the researcher verifies the hypothesis and gets the following conclusion: Organizational empowering leadership behavior has a significant positive impact on individual adaptive performance; Organizational empowering leadership behavior has a significant positive impact on organizational psychological empowerment; Organizational psychological empowerment would play a cross-level mediating effect between organizational empowering leadership behavior and individual adaptive performance, and it is a full mediation. The conclusion of the study enriches the relevant research results of the influence of the internal empowering environment on the individual adaptive performance, and it has a good reference for the management practice of improving individual adaptive performance.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129958028","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574467
Wang Z. Min, L. Lu
As a new lifestyle, “Airbnb” is on its way to the proper nouns of the business model of “sharing economy” and gaining great popularity among the consumer groups of young people. Its marketplaces have flourished particularly in western countries, while in China it's not that popular. In this article, we aimed to explore the factors influencing consumer adoption of Airbnb using Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The results indicated that performance expectancy, social influence, hedonic motivation and price value were significant predictors of intention to use Airbnb, and consumers' trust was positively related to performance expectancy. Further, consumers' cross-cultural experience moderated the relationship between performance expectancy and behavior intention, and consumers' extroversion as well as change seeking tendency moderated the relationship between hedonic motivation and behavior intention. Theoretical and practical implications of the findings are discussed.
{"title":"Who Wants to Live Like a Local?: An Analysis of Determinants of Consumers' Intention to Choose AirBNB","authors":"Wang Z. Min, L. Lu","doi":"10.1109/ICMSE.2017.8574467","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574467","url":null,"abstract":"As a new lifestyle, “Airbnb” is on its way to the proper nouns of the business model of “sharing economy” and gaining great popularity among the consumer groups of young people. Its marketplaces have flourished particularly in western countries, while in China it's not that popular. In this article, we aimed to explore the factors influencing consumer adoption of Airbnb using Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The results indicated that performance expectancy, social influence, hedonic motivation and price value were significant predictors of intention to use Airbnb, and consumers' trust was positively related to performance expectancy. Further, consumers' cross-cultural experience moderated the relationship between performance expectancy and behavior intention, and consumers' extroversion as well as change seeking tendency moderated the relationship between hedonic motivation and behavior intention. Theoretical and practical implications of the findings are discussed.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131637091","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574454
S. Bing, Yu Wan-Qin
Innovation diffusion is increasingly considered to be the root of the overall economic growth and technological progress. The heterogeneity of enterprise knowledge will affect the understanding, absorption and utilization of enterprise knowledge and will affect the diffusion of innovation. This paper indirectly explores the effect of enterprise heterogeneity on innovation diffusion by taking knowledge sharing as a mediator in empirical research. Our findings suggest that the heterogeneity of enterprise knowledge has a significant positive effect on innovation diffusion, and knowledge sharing plays a partial mediating role in the relationship. This study provides a theoretical explanation and reference for enterprises to promote innovation diffusion by using heterogeneity knowledge.
{"title":"Enterprise Knowledge Heterogeneity and Innovation Diffusion","authors":"S. Bing, Yu Wan-Qin","doi":"10.1109/ICMSE.2017.8574454","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574454","url":null,"abstract":"Innovation diffusion is increasingly considered to be the root of the overall economic growth and technological progress. The heterogeneity of enterprise knowledge will affect the understanding, absorption and utilization of enterprise knowledge and will affect the diffusion of innovation. This paper indirectly explores the effect of enterprise heterogeneity on innovation diffusion by taking knowledge sharing as a mediator in empirical research. Our findings suggest that the heterogeneity of enterprise knowledge has a significant positive effect on innovation diffusion, and knowledge sharing plays a partial mediating role in the relationship. This study provides a theoretical explanation and reference for enterprises to promote innovation diffusion by using heterogeneity knowledge.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116659611","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574456
Pan Si-yu, Z. Qian, Zhang Yi-Wer, Huang Ai-liang
From the perspective of China companies, the risk identification, analysis and prevention of mineral resources development alliances (MRDAs) between China and ASEAN companies (CACs) are studied in this article. Based on the perspective of project management, the Grid Method is used to break down the risks of MRDAs between CACs. The risks of MRDAs are broken down into decision-making risks, formation risks, operation risks and disintegration risks from horizon; internal risks and external risks from longitude. Besides, the Modular Method and the Back Propagation Neural Network (BPNN) are used to identify and analyze the risks of MRDAs, respectively. The results show that: There are 23 specific risks in MRDAs between CACs; And based on a case of the Letpadaung Copper Mine project in Myanmar, these risks can be divided into five levels: high, medium high, medium, medium low, and low. Based on the above results, the risk prevention methods are presented: (1) According to the risk level, the corresponding prevention strategies are developed; (2) Chinese companies need to unite the Chinese government departments and local alliance partners to jointly prevent the risks of MRDAs. Among them, the Chinese government departments mainly prevent political risks; the others mainly prevent non-political risk; (3) For internal risk, the changes of internal key risk-induced factors need to be eliminated, controlled or mitigated as much as possible. For external risks, the changes of external key risk-induced factors need to be strictly monitored, and to develop corresponding responses. Finally, for the internal and external risks, the specific prevention strategies are proposed respectively.
{"title":"Risk Analysis and Prevention in Mineral Resources Development Alliance Between China and ASEAN Companies: From the Perspective of China Companies","authors":"Pan Si-yu, Z. Qian, Zhang Yi-Wer, Huang Ai-liang","doi":"10.1109/ICMSE.2017.8574456","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574456","url":null,"abstract":"From the perspective of China companies, the risk identification, analysis and prevention of mineral resources development alliances (MRDAs) between China and ASEAN companies (CACs) are studied in this article. Based on the perspective of project management, the Grid Method is used to break down the risks of MRDAs between CACs. The risks of MRDAs are broken down into decision-making risks, formation risks, operation risks and disintegration risks from horizon; internal risks and external risks from longitude. Besides, the Modular Method and the Back Propagation Neural Network (BPNN) are used to identify and analyze the risks of MRDAs, respectively. The results show that: There are 23 specific risks in MRDAs between CACs; And based on a case of the Letpadaung Copper Mine project in Myanmar, these risks can be divided into five levels: high, medium high, medium, medium low, and low. Based on the above results, the risk prevention methods are presented: (1) According to the risk level, the corresponding prevention strategies are developed; (2) Chinese companies need to unite the Chinese government departments and local alliance partners to jointly prevent the risks of MRDAs. Among them, the Chinese government departments mainly prevent political risks; the others mainly prevent non-political risk; (3) For internal risk, the changes of internal key risk-induced factors need to be eliminated, controlled or mitigated as much as possible. For external risks, the changes of external key risk-induced factors need to be strictly monitored, and to develop corresponding responses. Finally, for the internal and external risks, the specific prevention strategies are proposed respectively.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116670972","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574406
Wang Juan-ru, Yang Jin
Based on the Resource-Based View theory, this paper explore the relationship of Guanxi, knowledge sharing, and innovation behavior, and knowledge sharing, is divided into explicit knowledge sharing and tacit knowledge sharing, as mediated variables, then the mediator role of knowledge sharing is inspected in the relationship of Guanxi and innovation behavior. Results show that Guanxi has significant positive impact on explicit knowledge sharing and tacit knowledge sharing, and explicit knowledge sharing and tacit knowledge sharing are all positive impact on innovation behavior. Results further indicate that explicit knowledge sharing and tacit knowledge sharing play partial intermediary role in the relationship between Guanxi and innovation behavior.
{"title":"Study on the Relationship of Guanxi, Knowledge Sharing and Innovation Behavior","authors":"Wang Juan-ru, Yang Jin","doi":"10.1109/ICMSE.2017.8574406","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574406","url":null,"abstract":"Based on the Resource-Based View theory, this paper explore the relationship of Guanxi, knowledge sharing, and innovation behavior, and knowledge sharing, is divided into explicit knowledge sharing and tacit knowledge sharing, as mediated variables, then the mediator role of knowledge sharing is inspected in the relationship of Guanxi and innovation behavior. Results show that Guanxi has significant positive impact on explicit knowledge sharing and tacit knowledge sharing, and explicit knowledge sharing and tacit knowledge sharing are all positive impact on innovation behavior. Results further indicate that explicit knowledge sharing and tacit knowledge sharing play partial intermediary role in the relationship between Guanxi and innovation behavior.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128006812","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574463
Li Ya-wen, Li Ji-zhen, Guan Jian-cheng, Zhou Jin-yi
In this study, we examine the factors which influence the efficiency of firms located in different clusters, and analyze the underlying mechanisms of it. Our sample contains data on more than 10,000 firms from 2005 to 2015 in Zhongguancun Science Parks in Beijing, China. Using the DEA model, we calculate the efficiency of each firm over time. It turns out that firm size has a strong negative relationship with firm's R&D efficiency, but a strong positive association with firm's commercial efficiency. Our study supplements the current knowledge by exploring the relationship between ownership and R&D efficiency which is also contingent on firm size. Then we found that the relationship between age of geographic clusters and R&D efficiency is also contingent on firm size. Discussions and analyses are given to these findings. Both managerial and academic implications are presented for further study.
{"title":"Does Size Determine the Efficiency of Clustered-Firms?-Evidence from Chinese Science Parks Over a Decade","authors":"Li Ya-wen, Li Ji-zhen, Guan Jian-cheng, Zhou Jin-yi","doi":"10.1109/ICMSE.2017.8574463","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574463","url":null,"abstract":"In this study, we examine the factors which influence the efficiency of firms located in different clusters, and analyze the underlying mechanisms of it. Our sample contains data on more than 10,000 firms from 2005 to 2015 in Zhongguancun Science Parks in Beijing, China. Using the DEA model, we calculate the efficiency of each firm over time. It turns out that firm size has a strong negative relationship with firm's R&D efficiency, but a strong positive association with firm's commercial efficiency. Our study supplements the current knowledge by exploring the relationship between ownership and R&D efficiency which is also contingent on firm size. Then we found that the relationship between age of geographic clusters and R&D efficiency is also contingent on firm size. Discussions and analyses are given to these findings. Both managerial and academic implications are presented for further study.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"66 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124538649","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-08-01DOI: 10.1109/ICMSE.2017.8574442
Zhang Li-ming, C. Qi, Zhou Rui, Xu Jing, Liang Tian-jiao
Evaluation of enterprise's science and technology programs can provide the data for determining effective collocation of enterprise's resource, improve management of its innovation programs. Therefore, with the base of the research results and the theory of dynamic capabilities, this paper constructed the evaluation system that can reflect the dynamic adaptability of the firm scientific and technological innovation capabilities (STICs). By adopting the method of factor analysis and selecting 284 enterprises in Sichuan province as the research objects, this study finds that three dimensions, which are strategic indicators, development indicators and performance indicators, can be applied to construct the evaluation system. Besides, through the comprehensive ranking of factors, it finds some problems of those enterprises in the development of STICs. So this study provides a reference and guidance for enterprises to evaluate their STICs, and it could help the government and the firms in Sichuan to understand and enhance the firms' STICs.
{"title":"Research on Evaluation System of Enterprise's Scientific and Technological Innovation Capability: From the Perspective of Dynamic Capability","authors":"Zhang Li-ming, C. Qi, Zhou Rui, Xu Jing, Liang Tian-jiao","doi":"10.1109/ICMSE.2017.8574442","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574442","url":null,"abstract":"Evaluation of enterprise's science and technology programs can provide the data for determining effective collocation of enterprise's resource, improve management of its innovation programs. Therefore, with the base of the research results and the theory of dynamic capabilities, this paper constructed the evaluation system that can reflect the dynamic adaptability of the firm scientific and technological innovation capabilities (STICs). By adopting the method of factor analysis and selecting 284 enterprises in Sichuan province as the research objects, this study finds that three dimensions, which are strategic indicators, development indicators and performance indicators, can be applied to construct the evaluation system. Besides, through the comprehensive ranking of factors, it finds some problems of those enterprises in the development of STICs. So this study provides a reference and guidance for enterprises to evaluate their STICs, and it could help the government and the firms in Sichuan to understand and enhance the firms' STICs.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128626792","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In order to better respond to market competition, national broadcast service providers such as cable network enterprises have to recognize customer preference and forecast customer churn intention before their rivals do so. In this paper, data recorded by the digital set-top box and consuming records in cable network's finance system is used for analyzing customer churn. First, the results of this research indicate that customer watching intensity, customer consumption amount and customer paying habits have significant influence on customer churn. And the effect of customer watching intensity on customer churn is moderated by customer watching preference. Second, this research uses logistic regression to build the prediction model. Finally, we propose different user retention strategies targeting the churn customers. This study demonstrates that our proposed user churn factors are efficient and capable of providing effective marketing strategies for cable network enterprises.
{"title":"Customer Churn Prediction in Chinese Traditional Broadcasting Industry: A Positive Analysis","authors":"Hou Bing-Zhang, Wu Yue, Zhen Li-ming, Zhao Dong-Lai, Xie Ao-Ran","doi":"10.1109/ICMSE.2017.8574436","DOIUrl":"https://doi.org/10.1109/ICMSE.2017.8574436","url":null,"abstract":"In order to better respond to market competition, national broadcast service providers such as cable network enterprises have to recognize customer preference and forecast customer churn intention before their rivals do so. In this paper, data recorded by the digital set-top box and consuming records in cable network's finance system is used for analyzing customer churn. First, the results of this research indicate that customer watching intensity, customer consumption amount and customer paying habits have significant influence on customer churn. And the effect of customer watching intensity on customer churn is moderated by customer watching preference. Second, this research uses logistic regression to build the prediction model. Finally, we propose different user retention strategies targeting the churn customers. This study demonstrates that our proposed user churn factors are efficient and capable of providing effective marketing strategies for cable network enterprises.","PeriodicalId":275033,"journal":{"name":"2017 International Conference on Management Science and Engineering (ICMSE)","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125415524","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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