Strategies For Service Providers Research Articles

Pricing strategies for blockchain payment service under customer heterogeneity

The growing popularity of cryptocurrency payment among supply chain members have resulted in considerable waiting in blockchain payment services. In response, service providers offer “priority payment” which allows users to pay additional transaction fee in exchange for priority transaction processing. Despite its growing popularity, there is very limited formal research that studies this service and its impact. In this paper, we examine the impact of the priority option on SC members' blockchain payment service adoption behavior, payment service provider's strategies, as well as his revenue generation. We find that offering priority blockchain payment option increases heavy members' usage of the option and reduces their usage of the waiting blockchain payment option. On the other hand, it boosts certain light players' usage of both blockchain payment services when the transaction fee rate is not too high. The service provider should charge a lower (higher) transaction fee rate if the trust-enabling rate of the priority blockchain payment option is relatively high (low). Finally, we demonstrate that offering priority blockchain payment option actually reduces his revenue when the trust-enabling rate of the option is sufficiently low. Thus, blindly charging transaction fees actually does more harm than good to the service providers.

Unraveling customer sustainable consumption behaviors in sharing economy: A socio-economic approach based on social exchange theory

Customer sustainable consumption behaviors have attracted considerable attention recently. However, existing studies have been focused on individual sustainable consumption behaviors in a traditional economy context, such as energy saving, recycling, and green product consumption, and continuously ignoring its role in sharing economy. This study develops one conceptual model to explore how customer sustainable consumption behaviors are mobilised in the sharing economy context, drawing on the social exchange theory. Using a large data (Nvalidsample = 2967) crawled from a peer-to-peer (P2P) accommodation platform website (i.e. xiaozhu), we test the model to explore how customer sustainable consumption behaviors are boosted and expressed in the context of sharing economy. Specifically, drawing from the reciprocity tenet of social exchange theory, we show that social factor (i.e. social influence) exerts positive influence on customer sustainable consumption behaviors, whereas economic factor (i.e. price) exerts negative influence on customer sustainable consumption behaviors. Consequently, increased customer sustainable consumption behaviors result in improved objective sales performance. Furthermore, we also conclude that a service provider's strategies (i.e. reputation and response rate) could positively enhance the effect of social influence on customer sustainable consumption behaviors while the value of these strategies are limited and insignificant in the effect of price.

모바일 소셜네트워크 게임에 대한 인지된 가치가 지속적 사용의도에 미치는 영향 -몰입의 매개효과를 중심으로-

논문은 MSNG 사용자들의 지속적 이용을 장려하고자 하는 MSNG 서비스 제공자들의 전략에 대하여 연구하였다. 이를 위하여 MSNG 사용자들의 행동에 영향을 미치는 심리의 작용을 이해하고자 하였다. MSNG서비스 제공자는 MSNG 사용자의 이성적, 감정적, 심리적 측면을 공략하고자, MSNG 사용자가 인지하게 될 기능적 가치, 감성적 가치 및 사회적 가치향상 전략을 실행할 것으로 가정하였다. 또한, 이러한 MSNG 서비스 제공자의 전략이 MSNG 사용자의 심리적 상황을 몰입상태로 바꾸어 MSNG에 대한 지속적 사용의도가 나타날 것으로 추론하였다. MSNG 사용자들로부터 확보된 431개 응답을 기초로 분석한 결과에 따르면, MSNG 서비스 제공자가 사용자의 기능적 가치, 감성적 가치 및 사회적 가치를 높이려고 하는 전략은 모두 MSNG의 지속적 이용에 직접적인 영향을 미치는 것으로 분석되었다. 또한, MSNG 서비스 제공자의 제반 가치 향상 전략은 MSNG 사용자의 심리적 상황을 몰입 상태로 변환시켜 지속적 이용을 강화하는 것으로 분석되었다. 상기와 같은 결과를 바탕으로 시사점을 제시하고, 연구과정에서 직면한 한계점을 기반으로 향후 연구방향을 제언하였다. This paper explores the framework in which MSNG(Mobile social network game) service providers' strategies to enhance users' intention of continuous usage. Users' perceived values have been considered as the key factors to solicit MSNG user's intention. Moreover, we suggest flow(user's psychological immersion to MSNG) as a mediator variable to inflame users' intention. Results based on 431 respondents shows that MSNG service providers' strategies(i.e., functional, emotional, and social values) directly influence users' intention to use, while those independent variables also show positive relationships towards dependent variables. So we can identify that the efforts to elaborate the users' perceived values are meaningful strategies of MSNG service providers. Also, user's psychological change(i.e. "flow" in this study) is the essential to mediate between MSNG service provider's strategies and building users' intention to use for that MSNG.