Hsuan-Hsuan Ku, Po-Hsiang Yang and Chia-Lun Chang
Marketers may proactively give customers personalized notices regarding their progress toward certain rewards as a means to stimulate ongoing behaviors. This paper aims to…
Abstract
Purpose
Marketers may proactively give customers personalized notices regarding their progress toward certain rewards as a means to stimulate ongoing behaviors. This paper aims to investigate the effect on customer repatronage intention by framed messages concerning either goal-distance or consequences of an action and it also seeks to identify important variables moderating those responses.
Design/methodology/approach
Five between-subjects experiments examined how participants’ repatronage intentions, in response to the framing of goal-distance (Study 1a) and consequences of an action (Study 2a), varied as a function of their level of progress toward goal completion and also tested if the framing effects might be attenuated when relationship benefit was high rather than low (Studies 1b and 2b). They further adopted perceived reciprocity as an underlying mechanism for examining the interplay between these two kinds of framing in stimulating ongoing behavior (Study 3).
Findings
Although messages which emphasized what individuals need to spend more to attain a reward (versus how short they are from earning a reward) or loss following inaction (versus gain following action) were likely to erode intention, such effects were confined to individuals with a moderate level of progress. This intention-eroding effect was further attenuated by attractive reward. The persuasive advantages of short-from-the-end framing of goal-distance over more-to-the-end counterparts were found to be diminished when paired with a loss-framed message concerning consequences of an action. Furthermore, the observed effects on intention were mediated by perceived reciprocity.
Originality/value
The studies add to the current understanding of how the way in which information is presented might enhance loyalty or fail to do so.
Details
Keywords
Chih-Ming Chen, Szu-Yu Ho and Chung Chang
This study aims to develop a hierarchical topic analysis tool (HTAT) based on hierarchical Latent Dirichelet allocation (hLDA) to support digital humanities research that is…
Abstract
Purpose
This study aims to develop a hierarchical topic analysis tool (HTAT) based on hierarchical Latent Dirichelet allocation (hLDA) to support digital humanities research that is associated with the need of topic exploration on the Digital Humanities Platform for Mr. Lo Chia-Lun’s Writings (DHP-LCLW). HTAT can assist humanities scholars on distant reading with analysis of hierarchical text topics, through classifying time-stamped texts into multiple historical eras, conducting hierarchical topic modeling (HTM) according to the texts from different eras and presenting through visualization. The comparative network diagram is another function provided to assist humanities scholars in comparing the difference in the topics they wish to explore and to track how the concept of a topic changes over time from a particular perspective. In addition, HTAT can also provide humanities scholars with the feature to view source texts, thus having high potential to be applied in promoting the effectiveness of topic exploration due to simultaneously integrating both the topic exploration functions of distant reading and close reading.
Design/methodology/approach
This study adopts a counterbalanced experimental design to examine whether there is significant differences in the effectiveness of topic inquiry, the number of relevant topics inquired and the time spent on them when research participants were alternately conducting text exploration using DHP-LCLW with HTAT or DHP-LCLW with Single-layer Topic Analysis Tool (SLTAT). A technology acceptance questionnaire and semi-structured interviews were also conducted to understand the research participants' perception and feelings toward using the two different tools to assist topic inquiry.
Findings
The experimental results show that DHP-LCLW with HTAT could better assist the research participants, in comparison with DHP-LCLW with SLTAT, to grasp the topic context of the texts from two particular perspectives assigned by this study within a short period. In addition, the results of the interviews revealed that DHP-LCLW with HTAT, in comparison with SLTAT, was able to provide a topic terms that better met research participnats' expectations and needs, and effectively guided them to the corresponding texts for close reading. In the analysis of technology acceptance and interview data, it can be found that the research participants have a high and positive tendency toward using DHP-LCLW with HTAT to assist topic inquiry.
Research limitations/implications
The Jieba Chinese word segmentation system was used in the Mr. Lo Chia-Lun’s Writings Database in this study, to perform word segmentation on Mr. Lo Chia-Lun’s writing texts for topic modeling based on hLDA. Since Jieba word segmentation system is a lexicon based word segmentation system, it cannot identify new words that have still not been collected in the lexicon well. In this case, the correctness of word segmentation on the target texts will affect the results of hLDA topic modeling, and the effectiveness of HTAT in assisting humanities scholars for topic inquiry.
Practical implications
An HTAT was developed to support digital humanities research in this study. With HTAT, DHP-LCLW provides hmanities scholars with topic clues from different hierarchical perspectives for textual exploration, and with temporal and comparative network diagrams to assist humanities scholars in tracking the evolution of the topics of specific perspectives over time, to gain a more comprehensive understanding of the overall context of the texts.
Originality/value
In recent years, topic analysis technology that can automatically extract key topic information from a large amount of texts has been developed rapidly, but the topics generated from traditional topic analysis models like LDA (Latent Dirichelet allocation) make it difficult for users to understand the differences in the topics of texts with different hierarchical levels. Thus, this study proposes HTAT which uses hLDA to build a hierarchical topic tree with a tree-like structure without the need to define the number of topics in advance, enabling humanities scholars to quickly grasp the concept of textual topics and use different hierarchical perspectives for further textual exploration. At the same time, it also provides a combination function of temporal division and comparative network diagram to assist humanities scholars in exploring topics and their changes in different eras, which helps them discover more useful research clues or findings.
Details
Keywords
Chih-Ming Chen and Xian-Xu Chen
This study aims to develop an associative text analyzer (ATA) to support users in quickly grasping and interpreting the content of large amounts of text through text association…
Abstract
Purpose
This study aims to develop an associative text analyzer (ATA) to support users in quickly grasping and interpreting the content of large amounts of text through text association recommendations, facilitating the identification of the contextual relationships between people, events, organization and locations for digital humanities. Additionally, by providing text summaries, the tool allows users to link between distant and close readings, thereby enabling more efficient exploration of related texts.
Design/methodology/approach
To verify the effectiveness of this tool in supporting exploration of historical texts, this study uses a counterbalanced design to compare the use of the digital humanities platform for Mr. Lo Chia-Lun’s Writings (DHP-LCLW) with and without the ATA to assist in exploring different aspects of text. The study investigated whether there were significant differences in effectiveness for exploring textual contexts and technological acceptance as well as used semi-structured in-depth interviews to understand the research participants’ viewpoints and experiences with the ATA.
Findings
The results of the experiment revealed that the effectiveness of text exploration using the DHP-LCLW with and without the ATA varied significantly depending on the topic of the text being explored. The DHP-LCLW with the ATA was found to be more suitable for exploring historical texts, while the DHP-LCLW without the ATA was more suitable for exploring educational texts. The DHP-LCLW with the DHP-LCLW was found to be significantly more useful in terms of perceived usefulness than the DHP-LCLW without the ATA, indicating that the research participants believed the ATA was more effective in helping them efficiently grasp the related texts and topics during text exploration.
Practical implications
The study’s practical implications lie in the development of an ATA for digital humanities, offering a valuable tool for efficiently exploring historical texts. The ATA enhances users’ ability to grasp and interpret large volumes of text, facilitating contextual relationship identification. Its practical utility is evident in the improved effectiveness of text exploration, particularly for historical content, as indicated by users’ perceived usefulness.
Originality/value
This study proposes an ATA for digital humanities, enhancing text exploration by offering association recommendations and efficient linking between distant and close readings. The study contributes by providing a specialized tool and demonstrating its perceived usefulness in facilitating efficient exploration of related texts in digital humanities.
Details
Keywords
Chih-Ming Chen, Barbara Witt and Chun-Yu Lin
To support digital humanities research more effectively and efficiently, this study develops a novel Knowledge Graph Analysis Tool of People and Organizations (KGAT-PO) for the…
Abstract
Purpose
To support digital humanities research more effectively and efficiently, this study develops a novel Knowledge Graph Analysis Tool of People and Organizations (KGAT-PO) for the Digital Humanities Research Platform for Biographies of Chinese Malaysian Personalities (DHRP-BCMP) based on artificial intelligence (AI) technology that would not only allow humanities scholars to look at the relationships between people but also has the potential for aiding digital humanities research by identifying latent relationships between people via relationships between people and organizations.
Design/methodology/approach
To verify the effectiveness of KGAT-PO, a counterbalanced design was applied to compare research participants in two groups using DHRP-BCMP with and without KGAT-PO, respectively, to perform people relationship inquiry and to see if there were significant differences in the effectiveness and efficiency of exploring relationships between people, and the use of technology acceptance between the two groups. Interviews and Lag Sequential Analysis were also used to observe research participants’ perceptions and behaviors.
Findings
The results show that the DHRP-BCMP with KGAT-PO could help research participants improve the effectiveness of exploring relationships between people, and the research participants showed high technology acceptance towards using DHRP-BCMP with KGAT-PO. Moreover, the research participants who used DHRP-BCMP with KGAT-PO could identify helpful textual patterns to explore people’s relationships more quickly than DHRP-BCMP without KGAT-PO. The interviews revealed that most research participants agreed that the KGAT-PO is a good starting point for exploring relationships between people and improves the effectiveness and efficiency of exploring people’s relationship networks.
Research limitations/implications
The research’s limitations encompass challenges related to data quality, complex people relationships, and privacy and ethics concerns. Currently, the KGAT-PO is limited to recognizing eight types of person-to-person relationships, including couple, sibling, parent-child, friend, teacher-student, relative, work, and others. These factors should be carefully considered to ensure the tool’s accuracy, usability, and ethical application in enhancing digital humanities research.
Practical implications
The study’s practical implications encompass enhanced research efficiency, aiding humanities scholars in uncovering latent interpersonal relationships within historical texts with high technology acceptance. Additionally, the tool’s applications can extend to social sciences, business and marketing, educational settings, and innovative research directions, ultimately contributing to data-driven insights in the field of digital humanities.
Originality/value
The research’s originality lies in creating a Knowledge Graph Analysis Tool of People and Organizations (KGAT-PO) using AI, bridging the gap between digital humanities research and AI technology. Its value is evident in its potential to efficiently uncover hidden people relationships, aiding digital humanities scholars in gaining new insights and perspectives, ultimately enhancing the depth and effectiveness of their research.
Details
Keywords
Chih-Ming Chen, Tek-Soon Ling, Chung Chang, Chih-Fan Hsu and Chia-Pei Lim
Digital humanities research platform for biographies of Malaysia personalities (DHRP-BMP) was collaboratively developed by the Research Center for Chinese Cultural Subjectivity in…
Abstract
Purpose
Digital humanities research platform for biographies of Malaysia personalities (DHRP-BMP) was collaboratively developed by the Research Center for Chinese Cultural Subjectivity in Taiwan, the Federation of Heng Ann Association Malaysia, and the Malaysian Chinese Research Center of Universiti Malaya in this study. Using The Biographies of Malaysia Henghua Personalities as the main archival sources, DHRP-BMP adopted the Omeka S, which is a next-generation Web publishing platform for institutions interested in connecting digital cultural heritage collections with other resources online, as the basic development system of the platform, to develop the functions of close reading and distant reading both combined together as the foundation of its digital humanities tools.
Design/methodology/approach
The results of the first-stage development are introduced in this study, and a case study of qualitative analysis is provided to describe the research process by a humanist scholar who used DHRP-BMP to discover the character relationships and contexts hidden in The Biographies of Malaysia Henghua Personalities.
Findings
Close reading provided by DHRP-BMP was able to support humanities scholars on comprehending full text contents through a user-friendly reading interface while distant reading developed in DHRP-BMP could assist humanities scholars on interpreting texts from a rather macro perspective through text analysis, with the functions such as keyword search, geographic information and social networks analysis for humanities scholars to master on the character relationships and geographic distribution from personality biographies, thus accelerating their text interpretation efficiency and uncovering the hidden context.
Originality/value
At present, a digital humanities research platform with real-time characters’ relationships analysis tool that can automatically generate visualized character relationship graphs based on Chinese named entity recognition (CNER) and character relationship identification technologies to effectively assist humanities scholars in interpreting characters’ relationships for digital humanities research is still lacking so far. This study thus presents the DHRP-BMP that offers the key features that can automatically identify characters’ names and characters’ relationships from personality biographies and provide a user-friendly visualization interface of characters’ relationships for supporting digital humanities research, so that humanities scholars could more efficiently and accurately explore characters’ relationships from the analyzed texts to explore complicated characters’ relationships and find out useful research findings.