Kai H. Lim

The effect of multimedia on perceived equivocality and perceived usefulness of information systems

With the advent of multimedia and intranet technologies, managers and information systems designers face a new challenge: how to capture and present information using a variety of representation formats (text, graphics, audio, video, and animations) so that members of an organization can make better sense out of the information available. In this study, we develop a task-representation fit model to generate several predictions about the potential of multimedia to alleviate the limitations of text-based information in the context of individual decision makers utilizing organizational data and test them in a laboratory experiment. Results support the task-representation fit relationships predicted. For analyzable tasks, text-based representation and multimedia representation are equally effective in reducing perceived equivocality levels. For less-analyzable tasks, only multimedia representation was instrumental in reducing perceived equivocality levels.

Web strategies to promote internet shopping: is cultural-customization needed?

Building consumer trust is important for new or unknown Internet businesses seeking to extend their customer reach globally. This study explores the question: Should website designers take into account the cultural characteristics of prospective customers to increase trust, given that different trust-building web strategies have different cost implications? In this study, we focused on two theoretically grounded practical web strategies of customer endorsement, which evokes unit grouping, and portal affiliation, which evokes reputation categorization, and compared them across two research sites: Australia (individualistic culture) and Hong Kong (collectivistic culture). The results of the laboratory experiment we conducted, on the website of an online bookstore, revealed that the impact of peer customer endorsements on trust perceptions was stronger for subjects in Hong Kong than Australia and that portal (Yahoo) affiliation was effective only in the Australian site. A follow-up study was conducted as a conceptual replication, and provided additional insights on the effects of customer endorsement versus firm affiliation on trust-building. Together, these findings highlight the need to consider cultural differences when identifying the mix of web strategies to employ in Internet store websites.

Understanding customer knowledge sharing in web-based discussion boards: An exploratory study

Purpose – The proliferation and advance of web‐based technologies create expanded opportunities for retailers to gain a better understanding of their customers. However, the success of these web‐based discussion boards depends solely on whether customers are willing to share their knowledge and experience with other customers in these discussion boards. Thus, this study aims at identifying the factors that drive knowledge sharing among customers in web‐based discussion boards.Design/methodology/approach – An exploratory study with 104 respondents was conducted to identify and categorize the key factors of customer knowledge sharing in web‐based discussion boards.Findings – The results indicate that the enjoyment of helping others is the most frequently cited reason for customer knowledge sharing in web‐based discussion boards. On the other hand, the lack of knowledge self‐efficacy is the mostly cited reason explaining why customers do not want to share knowledge with others.Research limitations/implicatio...

Trust, satisfaction, and online repurchase intention: the moderating role of perceived effectiveness of E-commerce institutional mechanisms

The effects of e-commerce institutional mechanisms on trust and online purchase have traditionally been understood in the initial online purchase context. This study extends this literature by exploring the role of e-commerce institutional mechanisms in the online repurchase context. In doing so, it responds to the emerging call for understanding the institutional context under which customer trust operates in an e-commerce environment. Specifically, this study introduces a key moderator, perceived effectiveness of e-commerce institutional mechanisms (PEEIM), to the relationships between trust, satisfaction, and repurchase intention. Drawing on the theory of organizational trust, and based on a survey of 362 returning online customers, we find that PEEIM negatively moderates the relationship between trust in an online vendor and online customer repurchase intention, as it decreases the importance of trust to promoting repurchase behavior. We also find that PEEIM positively moderates the relationship between customer satisfaction and trust as it enhances the customers reliance on past transaction experience with the vendor to reevaluate trust in the vendor. Consistent with the predictions made in the literature, PEEIM does not directly affect trust or repurchase intention. Academic and practical implications and future research directions are discussed.

Understanding sustained participation in transactional virtual communities

This study aims to address two research gaps in prior studies on knowledge sharing in virtual communities (VCs). First, prior studies have focused on knowledge sharing VCs with no explicit reward system, but VCs sharing knowledge based on a competition-based reward system (e.g., transactional VCs) have not been explored. Second, prior related studies have concentrated on the determinants of initial participation in sharing knowledge rather than sustained participation despite there being important distinctions between these two stages of participation behavior. In this study, we focus on understanding sustained participation in knowledge sharing in transactional VCs by drawing on expectancy-value theory and a social learning process. Considering that a social learning process is involved in maintaining sustained participation, we propose that task complexity and self-efficacy - two social learning factors - moderate the relationship between motivation and sustained participation. A field survey with 205 subjects in a transactional virtual community was conducted to test the research model. According to the findings, extrinsic and intrinsic motivations significantly influence sustained participation intention. A negative interaction effect between extrinsic motivation and task complexity, as well as positive interaction effect between intrinsic motivation and self-efficacy, was also observed. A non-linear interaction effect between intrinsic motivation and task complexity was also found. Study implications and future research directions are also discussed. Highlights? Extrinsic motivation plays an important role in the TVC context. ? Task complexity weakens the effect of extrinsic motivation on intention. ? Self efficacy enhances the effect of intrinsic motivation on intention. ? The effect of intrinsic motivation is low under high level of task complexity.

An Empirical Study of Computer System Learning: Comparison of Co-Discovery and Self-Discovery Methods

This paper reports a study that examined two types of exploratory computer learning methods: self-discovery vs. co-discovery, the latter of which involves two users working together to learn a system. An experiment was conducted to compare these two methods and the results were interpreted within a mental model framework. Co-discovery subjects were better than self-discovery subjects at making inferences about the capability and extended functions of the system. Furthermore, while working by themselves after an initial period of learning, they performed better in a similar, though more complex task than the one they encountered at the learning phase. Process tracing analysis showed that self-discovery subjects focused more on surface structures, such as detailed physical actions, for implementing the task. On the other hand, co-discovery groups focused more on relating lower level actions to higher level goals. Therefore, co-discovery subjects had a better understanding of the relationships between the physical actions and goals, and hence formed mental models with higher inference potential than self-discovery subjects.

An experimental investigation of the interactive effects of interface style, instructions, and task familiarity on user performance

Norman proposed a model describing the sequence of user activities involved in human-computer interaction. Through this model, Norman provides a rationale for why direct-manipulation interfaces may be preferred to other design alternatives. Based on action identification theory we developed several hypotheses about the operations of Normans model and tested them in a laboratory experiment. The results show that users of a direct-manipulation interface and a menu-based interface did not differ in the total amount of time used to perform a task. However, with the direct-manipulation interface, more time is devoted to performing motor actions, but this is offset by shorter nonmotor time. Furthermore, there are significant interactions between task familiarity, instructions, and the type of interface, indicating that Normans model may not hold under all conditions.

User Satisfaction with Information Technology Service Delivery: A Social Capital Perspective

Existing research has long considered service quality as a primary determinant of user satisfaction with information technology (IT) service delivery. In response to the knowledge-intensive and collaborative nature of IT service delivery in the contemporary business context, we advance the theoretical understanding of user satisfaction by re-conceptualizing IT service delivery as a bilateral, relational process between the IT staff and users. Based on this reconceptualization, we draw on social capital theory to examine the antecedents of user satisfaction with IT service delivery. Specifically, we posit that two major dimensions of social capital, i.e., cognitive capital and relational capital, not only positively affect user satisfaction but also strengthen the established relationship between service quality and user satisfaction. Furthermore, we propose that the effect of the other dimension of social capital---structural capital---on user satisfaction is fully mediated through cognitive capital and relational capital. A field study of 159 users in four financial companies provides general empirical support for our hypotheses. Theoretical and practical implications of these findings are discussed.

Knowledge Management Systems Diffusion in Chinese Enterprises: A Multistage Approach Using the Technology-Organization-Environment Framework

With the recognition of the importance of organizational knowledge management (KM), researchers have paid increasing attention to knowledge management systems (KMS). However, since most prior studies were conducted in the context of Western societies, we know little about KMS diffusion in other regional contexts. Moreover, even with the increasing recognition of the influence of social factors in KM practices, there is a dearth of studies that examine how unique social cultural factors affect KMS diffusion in specific countries. To fill in this gap, this study develops an integrated framework, with special consideration on the influence of social cultures, to understand KMS diffusion in Chinese enterprises. In our framework, we examine how specific technological, organizational, and social cultural factors can influence the three-stage KMS diffusion process, that is, initiation, adoption, and routinization. This study provides a holistic view of the KMS diffusion in Chinese enterprises with practical guidance for successful KMS implementation.

Knowledge reuse through electronic repositories: A study in the context of customer service support

Organizations are implementing electronic repository systems to facilitate knowledge reuse but with varying degrees of success. There is a lack of understanding of how individual and technical factors interact in determining knowledge reuse and the performance benefits that could be derived from electronic knowledge repositories. We proposed a model to explain the impact of user motivation and the users perception of the value of the available knowledge repository on knowledge reuse and the individuals performance benefits through using the system. Through a field survey, we found that perceived knowledge repository capability and intrinsic motivation positively affected knowledge reuse, which in turn impacted the benefits derived from using the system. We also found that perceived knowledge repository capability moderated the relationship between extrinsic reward and knowledge reuse.