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The aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers' internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services.
相似文献In the face of increasingly prominent cyber security issues, the organization of cyber team analysts has become crucial to thwart cyber threats. Few studies have examined the functioning of the team and the interaction between individuals in a cyber defense context and how the context influences team adaptation. The present study investigates team cognition in a cyber defense context and in particular the nature of task- or team-centered communication among analysts during a cyber defense simulation exercise. Results indicate that markers of situation assessment and shared mental models are both strategically present and linked. Nevertheless, the frequency of these markers varies depending on the quantity and quality of problems encountered; in particular, variations in social support behaviors are observed. Decreasing social support behaviors during high level activities suggests the adaptation of social behaviors depending on the threats and attacks on the system. Theoretical and practical implications are discussed in terms of theories and potential consequences for strategic adaptation and team resilience.
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