• Journal of Service Research and Studies
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• v.13 no.2
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• pp.204-226
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• 2023

One of the most important types of Customer Empowerment Strategy (CES) is select empowerment, where firms allow customers to vote on a product to be marketed. However, there is limited research on the advantages and disadvantages of select empowerment. In particular, there are few studies on the composition of a voting system. This study analyzes customer participation behavior, such as willingness to vote and strategic voting (i.e., voting for candidates not based on utility orders), under the different voting systems: 1) the number of votes per customer (single or multiple), and 2) the number of final choices (single or multiple). Uncertainty is proposed as a mediator that links the voting system difference and customer participation. Two research hypotheses are tested using multiple linear regression analysis and a natural effects model based on data from two online experiments. As a result, the multiple voting system (i.e., multiple winners are selected by customer votes) shows a direct positive effect on willingness to vote and strategic voting behavior. In addition, the result shows that uncertainty insignificantly mediates the relationship between the voting system and customer participation. Academic and managerial contributions are discussed with several future research directions.

• Journal of Contemporary Eastern Asia
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• v.8 no.2
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• pp.27-43
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• 2009

A ban on political podcasting during the General Elections 2006 in Singapore was justified by the Singaporean government on the grounds that the new medium had a greater power to influence voters than traditional modes of political discourse. A between-subjects controlled experiment was conducted to test whether podcasts of political speeches had a greater power to influence voters' evaluations of political candidates and likelihood of voting for them than online text-based transcripts of the same speeches. The study also examined whether mere exposure to political speeches online, irrespective of the modality, had an effect on voters' more general political preferences, i.e. the likelihood of support and voting for the opposition. The findings suggest that political podcasts were no more persuasive than text-based websites and that the effects on political preferences, if any, were likely due the exposure to political content online, not because of the nature of the medium. The implications of the findings are discussed.

• Survey Research
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• v.12 no.1
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• pp.31-63
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• 2011

This study is to make an effective forecasting model for turn-out rates of the candidates with their visibilities, which are measured in their names on the media during the election period. I make a regressive model, with the data of 2010 gubernatorial election in Korea, where turn-out rate is dependent variable and each candidate's visibility, incumbency effect, local control party effect, corruption effect, strategy voting effect, restrain effect as a mid-term evaluation, and policy effect are independent variables. I got the model, T = -4.65 + 1.02V + 16.90 I + 16.78L - 9.12 R, where T is turn-out rate, V is candidate's visibility, I is incumbent effect, L is local control party effect, and R is restrain effect. This function can be used to predict turn-out rates of the candidates in the forthcoming gubernatorial election in Korea at a small outlay.