• Knowledge Management Research
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• v.19 no.4
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• pp.1-17
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• 2018

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic and systematic cues composing an online review influencing consumers' perception of hotel online reviews. More specifically, this study identified reviewers' identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

• Asia pacific journal of information systems
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• v.29 no.3
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• pp.468-488
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• 2019

As the growth of online travel agencies (hereafter OTAs) accelerates, competition among hotels to gain exposure on the first page of OTA websites, and the financial burden, such as commissions hotels have to pay in return, are increasing. Therefore, to facilitate successful management in the tourism industry, it is important to establish what makes people continue the practice of using OTAs to book rooms in hotels and other accommodation outlets. By adopting the heuristic-systematic model (HSM), this study explores the factors that drive consumers' continued use of OTA and classifies them into heuristic cues (brand awareness, cost saving, and scarcity message) and systematic cues (recommendation quality and the ability to provide reputation). Furthermore, we divided the sample based on the location of hotels within and outside Korea, and investigated the different roles of the cues between two models. The results are expected to provide theoretical and practical implications for both OTAs and hotels.

• The Journal of Information Systems
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• v.26 no.4
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• pp.107-135
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• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.420-438
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• 2020

Recently, with the advance of the wireless Internet access via mobile devices, a myriad of game development companies have forayed into the mobile game market, leading to intense competition. To survive in this fierce competition, mobile game developers often try to get a grasp of the rapidly changing needs of their customers by operating their own official communities where game users freely leave their requests, suggestions, and ideas relevant to focal games. Based on the heuristic-systematic model (HSM) and the data quality (DQ) framework, this study derives key content, non-content, and hybrid cues that can be utilized when game developers accept suggested postings in these online communities. The results of hierarchical multiple regression analysis show that relevancy, timeliness, amount of writing, and the number of comments are positively associated with mobile game developers' knowledge adoption. In addition, title attractiveness mitigates the relationship between amount of writing/the number of comments and knowledge adoption.

• Information Systems Review
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• v.22 no.3
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• pp.119-142
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• 2020

This study aims to examine the role of IT features as heuristic cues in choosing a content on YouTube. According to the heuristic-systematic model, people tend to rely on heuristic cues when they have to choose and process useful information quickly so that they could save time and reduce demands for thinking. Based on this line of reasoning, this study posits that YouTube users rely on certain IT features as heuristic cues in choosing contents before they actually watch them. Based on the prior literature and interviews with YouTube users, we develop a research model in which social endorsement, self-presentation, and interactivity are identified as potential determinants of users' attitude toward contents, which in turn influence their intention to watch them. To empirically test the research model, we conduct a laboratory experiment and a follow-up survey. The results of data analysis show that social endorsement for the content, YouTube creator's self-presentation, and interactivity have significant and positive effects on their attitude toward the content, leading to their intention to watch it. This study suggests that IT features on YouTube could be wisely utilized to increase the chance that users choose a particular content out of many competing contents when they search certain information on YouTube.

• Nuclear Engineering and Technology
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• v.41 no.5
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• pp.747-752
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• 2009

A vulnerability assessment is essential for the efficient operation of a physical protection system (PPS). Previous assessment codes have used a simple model called an adversary sequence diagram. In this study, the use of a two-dimensional (2D) map of a facility as a model for a PPS is suggested as an alternative approach. The analysis of a 2D model, however, consumes a lot of time. Accordingly, a generalized heuristic algorithm has been applied to address this issue. The proposed assessment method was implemented to a computer code; Systematic Analysis of physical Protection Effectiveness (SAPE). This code was applied to a variety of facilities and evaluated for feasibility by applying it to various facilities. To help upgrade a PPS, a sensitivity analysis of all protection elements along a chosen path is proposed. SAPE will help to accurately and intuitively assess a PPS.

• Information Systems Review
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• v.25 no.4
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• pp.265-290
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• 2023

Even though crowdfunding has become popular as a novel means of raising capital for early-stage ventures and startups through an Internet-based platform, it is unclear how a funder's characteristics, such as motivation and ability, influence their information processing and pledging decision. This study aims to propose and test a research model for determining the relationships between a funder's personal attributes, information processing style, and funding intention. To test the research model, we collected data from 139 Amazon Mechanical Turk participants through an online questionnaire survey. The findings indicate that a funder's self-efficacy has a positive effect on heuristic processing but has no significant effect on systematic processing. By contrast, a funder's personal relevance positively influences both systematic and heuristic processing. Furthermore, heuristic processing, as well as perceived value and perceived risk, influence pledging intentions positively. Our findings potentially contribute to improving the design of crowdfunding platforms to better support a funder's information needs. Based on our findings, we discuss the implications of our study as well as the directions for future research.

• Journal of Information Technology Applications and Management
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• v.31 no.3
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• pp.71-92
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• 2024

This study investigates the contribution of customer knowledge to customer intention to adopt mobile banking by evaluating the interaction among knowledge, perceived risk and trust, and behavioral intentions. Analysis is conducted through structural equation modelling using SPSS and AMOS and data from 783 customers representing the seven largest banks in Vietnam. Our study is the first one to find the existence of the bidirectional perspective between objective and subjective knowledge. The study further shows that the attenuation effect in the heuristic-systematic model could be used to explain the stronger influence of objective knowledge on intention compered to subjective knowledge. Our findings suggest that customer knowledge, perceived risk and trust impact the intention of mobile banking users in different manners and to different degrees. Particularly, objective customer knowledge is the most influential predictor of mobile banking adoption. Having a greater understanding of these relationships can help firms in deciding the kind of intervention that is most likely to convince customers to adopt a service.

• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.205-222
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• 2021

Purpose - Due to the Covic-19 pandemic, the perceived value of video conferencing platforms has been increased drastically. However, there is little guidance on how service providers can improve video conferencing platforms. The purpose of this study is to investigate the factors that influence the users' perceived value of video conferencing services based on the heuristic-systematic model and the value-based adoption model. Design/Methodology/Approach - In this paper, we theoretically explore the relationship of the antecedents of perceived value(credibility, expertise, attractiveness, economic feasibility, security, and interactivity) and its outcomes (perceived usefulness, perceived risk and perceived value). The outcomes of this research is a conceptualization of antecedents of perceived value supported by research hypothesis based on the existing literature. A total of 100 valid questionnaires were collected to empirically test the research model. Findings - The analysis results showed that credibility, economic feasibility, and interactivity positively influenced perceived usefulness. On the other hand, credibility, professionalism and interactivity negatively influenced perceived risk. Perceived usefulness positively affects perceived value and perceived risk has a negative effect on perceived value. The brand image as a moderating variable was found to decrease the effect of perceived risk on perceived value. Research Implications - The contribution of this study is significant for video conferencing providers as follows. First, a service provider can actively utilize influencers or referees with high credibility and expertise to maximize the perceived usefulness of users. Second, economic feasibility should be ensured in respect of users through various alliance discount strategies. Third, a video conferencing service company needs to build a positive brand image in order to increase users' perceived value.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.9
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• pp.101-111
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• 2021

This study investigates the impact of heuristic factors on customers' perception of information credibility of influencers on YouTube channels, and the association between customers' perception of information credibility and brand attitude, brand credibility, and purchase intention of cosmetic products in Vietnam. A quantitative approach is employed, with a survey of 270 females who are frequent viewers of beauty content on YouTube channels. The data reliability and validity go through various statistical tests including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Also, structural equation modeling (SEM) is applied to test the hypotheses. The results reveal that there is a positive association between heuristic factors and the perception of information credibility. This perception of information credibility also influences positively on customers' attitudes toward the brand and brand credibility. Purchase intention is also found to be positively associated with the two latter variables. The study's main findings not only offer advice to practitioners on how to choose the right product endorsers and advertising platforms, but they also offer novel insight from the Vietnamese context that could help to extend the heuristic-systematic model and customers' buy intention behavior.