P. Baumbach, M. Bilinski, J. Whitmarsh, J. Lorenz, P. Bless and M.A. Stein
Juanjuan Yan, Biao Luo and Tanruiling Zhang
As artificial intelligence technology empowers service robots, they increasingly communicate with consumers in a human-like manner. This study aims to investigate the effect of…
Abstract
Purpose
As artificial intelligence technology empowers service robots, they increasingly communicate with consumers in a human-like manner. This study aims to investigate the effect of service robots’ different conversational styles (competent conversational style vs. cute conversational style) on consumer service acceptance and demonstrate the moderating role of consumers’ technology anxiety.
Design/methodology/approach
Based on anthropomorphism theory and social presence theory, the authors conducted two scenario-based experiments (restaurant scenario and hotel scenario) to investigate this issue.
Findings
The results indicate that service robots’ conversational styles impact consumers’ willingness to accept the use of service robots through perceived social presence and positive emotion. Moreover, consumers perceived social presence and positive emotion play a serial mechanism. In addition, the effect of competent conversational style on consumers perceived social presence is less effective than that of cute conversational style. Finally, the authors demonstrate the moderating role of consumer technology anxiety in the relationship between conversational styles and perceived social presence.
Practical implications
To provide consumers with a positive human–robot interaction experience at the service front line, managers need to make better use of the conversational styles of service robots by comprehensively considering the characteristics of consumer technology anxiety.
Originality/value
This research extends the literature on service robots by integrating consumer characteristics and robots’ conversational styles. These findings highlight the effectiveness of cute conversational style in alleviating consumer technology anxiety.
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Tuğba Özbölük and Yunus Dursun
This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.
Abstract
Purpose
This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.
Design/methodology/approach
Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation.
Findings
Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community.
Practical implications
This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities.
Originality/value
The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.
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Guangbin Dou, David C. Whalley, Changqing Liu and Y.C. Chan
Non‐planarity of assemblies and co‐planarity variation effects on anisotropic conductive adhesive (ACA) assemblies have been a concern for ACA users since the materials are first…
Abstract
Purpose
Non‐planarity of assemblies and co‐planarity variation effects on anisotropic conductive adhesive (ACA) assemblies have been a concern for ACA users since the materials are first devised. The primary objective of this paper is to introduce a new experimental method for studying co‐planarity variation effects on ACA assemblies.
Design/methodology/approach
The approach simulates non‐planarity through deliberate chip rotation during the ACA bonding process, thereby locking different levels of co‐planarity variation into ACA test assemblies. Scanning electron microscope (SEM) analysis and electrical joint resistance measurement using the four wire resistance (FWR) method are used to mechanically and electrically examine the connection quality of the ACA assemblies bonded with non‐planar joints, for which the chip and substrate patterns are specially designed to allow joint resistance measurement using the FWR method.
Findings
Typical experiments and their results are presented and analysed. The bond thickness differences between the SEM measurements and calculations indicate that the real rotations are smaller than those predicted by the calculations. The typical experimental results show that the joint resistance reduces as the deformation increases until reaching a relatively stable value after a certain deformation degree.
Research limitations/implications
The average joint resistances in the rotated samples are all bigger than those measured in the un‐rotated samples. This raises the question as to whether the joint resistances of ACA assemblies are more significantly affected by other affects of non‐planarity than just by its effect on bond thickness. However, before this can be confirmed, more research must be done to check if this behaviour happens for different bonding forces.
Originality/value
This paper reports a novel and simple experiment that can be used to examine the effects of co‐planarity variation on the electrical performance of ACA assemblies, by creating different bond thicknesses that are normally difficult to achieve by changing the bonding pressure, since ACA bond thicknesses are not linearly related to the bonding force. The merit of the technique is that there is no need to manufacture chip bumps and substrate pads with different geometries, or to control the bond pressure, to achieve bond thickness variation in ACA assemblies.
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G. Dou, Y.C. Chan, J.E. Morris and D.C. Whalley
The resistance, capacitance and inductance of anisotropic conductive film (ACF) connections determine their high frequency electrical characteristics. The presence of capacitance…
Abstract
Purpose
The resistance, capacitance and inductance of anisotropic conductive film (ACF) connections determine their high frequency electrical characteristics. The presence of capacitance and inductance in the ACF joint contributes to time delays and cross‐talk noise as well as simultaneous switching noise within the circuit. The purpose of this paper is to establish an experimental method for estimating the capacitance and inductance of a typical ACF connection. This can help to provide a more detailed understanding of the high frequency performance of ACF assemblies.
Design/methodology/approach
Experiments on the transient response of an ACF joint were performed using a digital oscilloscope capable of achieving the required ns resolution. An equivalent circuit model is proposed in order to quantify the capacitance (C) and inductance (L) of a typical ACF connection and this model is fitted to the experimental data. The full model consisted of two resistors, an inductor, and a capacitor.
Findings
The capacitance and inductance of a typical ACF connection were estimated from the measured transient response using Kirchhoff's voltage law. The method for estimation of R, L, and C from the transient response is discussed, as are the RLC effects on the high frequency electrical characteristics of the ACF connection.
Research limitations/implications
There was decay time deviation between the calculation and the experiment. It may have resulted from the skin effect in the high frequency response and the adhesive surrounding joint as well. The main reason may be the capacitance zctric lost. Further research work will be done to determine more accurately the dielectric losses in anisotropic conductive adhesive (ACA) joint.
Originality/value
This paper presents a new method to characterise the high frequency properties of ACA interconnections and will be of use to engineers evaluating the performance of ACF materials in high frequency applications.
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The introductory chapter includes how to design-in good practices in theory, data collection procedures, analysis, and interpretations to avoid these bad practices. Given that bad…
Abstract
The introductory chapter includes how to design-in good practices in theory, data collection procedures, analysis, and interpretations to avoid these bad practices. Given that bad practices in research are ingrained in the career training of scholars in sub-disciplines of business/management (e.g., through reading articles exhibiting bad practices usually without discussions of the severe weaknesses in these studies and by research courses stressing the use of regression analysis and structural equation modeling), this editorial is likely to have little impact. However, scholars and executives supporting good practices should not lose hope. The relevant literature includes a few brilliant contributions that can serve as beacons for eliminating the current pervasive bad practices and for performing highly competent research.
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This chapter identifies research advances in theory and analytics that contribute successfully to the primary need to be filled to achieve scientific legitimacy: configurations…
Abstract
This chapter identifies research advances in theory and analytics that contribute successfully to the primary need to be filled to achieve scientific legitimacy: configurations that include accurate explanation, description, and prediction – prediction here refers to predicting future outcomes and outcomes of cases in samples separate from the samples of cases used to construct models. The MAJOR PARADOX: can the researcher construct models that achieve accurate prediction of outcomes for individual cases that also are generalizable across all the cases in the sample? This chapter presents a way forward for solving the major paradox. The solution here includes philosophical, theoretical, and operational shifts away from variable-based modeling and null hypothesis statistical testing (NHST) to case-based modeling and somewhat precise outcome testing (SPOT). These shifts are now occurring in the scholarly business-to-business literature.
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Gehan Wishwajith Premathilake, Hongxiu Li, Chenglong Li, Yong Liu and Shengnan Han
Humanoid social robots (HSRs) are an innovative technology revitalizing various service sectors, such as the hospitality industry. However, limited research has explored how…
Abstract
Purpose
Humanoid social robots (HSRs) are an innovative technology revitalizing various service sectors, such as the hospitality industry. However, limited research has explored how anthropomorphic features of HSRs influence user satisfaction with the services delivered by HSRs. To address this, a research model was proposed to evaluate how three distinct anthropomorphic features: appearance, voice and response, impact the perceived values (i.e. utilitarian, social and hedonic values) of HSRs, which, in turn, influence user satisfaction.
Design/methodology/approach
Data from an online survey of hotel customers was utilized to test the research model (N = 509).
Findings
The results indicated that appearance, voice, and response affect perceived utilitarian, hedonic and social values differently. The response feature of HSRs demonstrated the strongest impact on perceived utilitarian, social and hedonic values. In addition, voice affected all three perceived values, while appearance only affected perceived utilitarian and social values. Furthermore, perceived utilitarian, hedonic and social values showed positive impacts on user satisfaction, with hedonic value being the most influential factor.
Originality/value
This study contributes to the literature on HSRs and anthropomorphism by explaining how different anthropomorphic features affect users’ value perceptions and user satisfaction with HSR services by utilizing the stimulus-organism-response (SOR) framework.
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Rory Francis Mulcahy, Aimee Riedel, Byron Keating, Amanda Beatson and Kate Letheren
The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective…
Abstract
Purpose
The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective well-being of consumers and their co-creation behaviors whilst collaborating with artificial intelligence (AI) service agents. Second, it seeks to understand if AI anxiety and trust in message, function as primary and secondary consumer appraisals of collaborating with AI service agents.
Design/methodology/approach
A conceptual model is developed using the theories of the uncanny valley and cognitive appraisal theory (CAT) with three hypotheses identified to guide the experimental work. The hypotheses are tested across three experimental studies which manipulate the level of anthropomorphism of AI.
Findings
Results demonstrate that verbal and visual anthropomorphism can assist consumer well-being and likelihood of co-creation. Further, this relationship is explained by the mediators of anxiety and trust.
Originality/value
The empirical results and theorizing suggest verbal anthropomorphism should be present (absent) and paired with low (high) visual anthropomorphism, which supports the “uncanny valley” effect. A moderated mediation relationship is established, which confirms AI anxiety and trust in a message as mediators of the AI service agent anthropomorphism-consumer subjective well-being/co-creation relationship. This supports the theorizing of the conceptual model based on the “uncanny valley” and CAT.
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Mohamed Yacine Haddoud, Paul Jones and Robert Newbery
Succeeding in export markets remains a challenging task for small and medium enterprises (SMEs) operating in developing countries. Empirical studies from these regions on SMEs’…
Abstract
Succeeding in export markets remains a challenging task for small and medium enterprises (SMEs) operating in developing countries. Empirical studies from these regions on SMEs’ internationalisation remain scarce bringing contrasting evidence to those emerging from developed countries. To increase understanding on these issues, the present study adopts a novel fuzzy-set comparative analysis technique to investigate the combination(s) of different resource factors driving Algerian SMEs’ export performance. Using a sample of 103 exporters, the study identifies two distinct resource configurations likely to boost SMEs export performance. The present study holds important implications for the internationalisation literature and the export promotion organisations in developing countries.