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Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing
Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing
教师介绍

本讲教师:Chee-Wee Tan
所属学科:工科
人  气:174

课程介绍
Abstract: While past studies have acknowledged that both tangible and intangible features reside in all goods and ser-vices, a persistent challenge for online service retailing resides in the dffcultly of portraying services onlinedue to the ltter' s abstract nature. Drawing on visual rhetoric theory, we advance human faclal cues and verbalanchoring as visual cues that can bolster the appeal of tangible elements embedded in the portal image of agiven service, thereby culminating in increased sales. We further examine how the effects of facial cue andverbal anchoring are moderated by consumers' reliance on the tangible cues of the service. By employing com-puter vision and deep learning techniques to parse out portal images of over 299.000 local service offerings ona popular Chinese group buying site, we discovered that the presence of facial cues and the richness of verbalanchoring embedded in the portal image of a service offering signiticantly increase sales. Our results further il-lustrate that these ffects are reinforced by consumers' perceived importance of service tangibilty. Bio: Chee Wee Tan is a Professor at the Department of Digitalization in Copenhagen Business School (CBS). an HonoraryProfessor of Business Analytics and Digitalization at the Nottingham University Business School China in the Universityof Nottingham Ningbo China (UNNC, an International Visiting Professor at the School of Management in the Universi-ty of Science and Technology of China (USTC), Senior Research ellow at the Weizenbaum Institute for the NetworkedSociety, a Senior Visiting ellow at the School of information Systems and Technology Management in UNSW Sydney,as well as a Research Fllow at the Department of information Systems in the City University of Hong Kong (CityU). Hereceived his Ph.D. in Management Information Systems from the University of British Columbia. His research interestsfocus on design and innowationissues related to digital services. His work has been published in leading peer-reviewedjourmals such as MIS QuarteryMIsq), Information Systems Research (ISR), Jourmal of Management Information Sys-tems (JMISJ, Journal of the, American Society for Information Science and Technology JASIST), European Joumal of In-formation Systems

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