國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
136
CHPATER 7 CONCLUSION
This research presents a recommendation service system to motivate SMEs to coordinate with ImageCons to do service innovation and publicize what the ImageCons wants to do (to co-create the imagery and provide a prototype to the user).
Through this system process, SMEs could get some insight to change their business.
For reaching an agreement of above keynote, this research is initiated with three broad research questions. The first question is related to designing a new mechanism to coordinate with user’s individual information to achieve the aim of service innovation motivation. The second one investigates the story content for the purpose of motivation. The remaining one is to understand the assessment method to inspect the incentive degree of the SMEs form different perspectives. The results have been presented in details in Chapter 6.
This chapter summarizes the research contributions first. Next, the managerial implications of the research are discussed. Finally, the limitations of this study, future research and conclusions are presented.
7.1 Contributions
(1) The designed story generator recommendation system
For the motivation purpose as mentioned in the previous chapter, we design the story generator mechanism to automatically construct the story and recommend the suitable one to the user. First, we take advantage of Maslow’s Need-hierarchy theory to construct this recommendation system. Based on the Maslow’s Need-hierarchy theory, the system classifies SMEs by using their behavior in web process (Section 4.4.1). As a result of the verification of Chapter 6, we found that it is rational to model this recommendation
‧
system with the Maslow’s Need-hierarchy theory using user behavior data of web process. And then, we build the story content by using the element Dramatica and SIT, and assemble them by the structure of Three-act Structure to achieve the motivation purpose (Section 4.4.2). Finally, the story structure will be integrated together with the user interrelated information to create a customized story and accomplish the aim of the research; stimulating SMEs to do service innovation. Based on the experiment results in last chapter we have successfully demonstrated a recommendation service system to motivate SMEs to follow the step of the story’s protagonist to co-create imagery with ImageCons.
(2) Psychological factors of innovation
This research discuss about the motivation of innovation, and we found that the motivation ultimately start from the psychological factors. That is the reason why the mechanism of recommendation system starts from the Maslow’s Need-hierarchy (Section 4.4.1). In addition to the mechanism, we also investigate the different phenomenon of the system user and combine them into the psychological. From the innovation acceptance process to the incentives assessment (Chapter 6), we investigate the influence of the psychological and use this phenomenon to adjust our story content direction.
Through the interview, we can understand that user can accept this kind of innovation information which starts from the psychological.
(3) Applying the prospect theory
Prospect theory is the theory of behavioral economics, and we extend this theory into the decision-making of innovation acceptance process (Chapter 6).
From the interview process, we found that the user’s background will affect the choices and it can be extended to investigate the attitude of risk. The
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
138
subjects who have more willingness to take a risk in future planning are less satisfied with their current life compared to the low willingness one. We got this phenomenon from our in-depth interviews process which discussed the perspective of risk and this phenomenon corresponding to the prospect theory;
people are risk seeking tendency of the individuals if they are in the loss condition, and more risk aversion tendency when they are in the profits condition.
7.2 Managerial Implications
(1) Stimulating SMEs to co-create imagery with ImageCons
The aim of this research is to encourage SMEs to do service innovation via ImageCons. Because the journey of the co-creating imagery is complicated and lengthy, it is necessary that having some incentive mechanism in the midway of the system process. The paramount assignment of the story generator recommendation system is to incite SMEs coordinate with the system process of ImageCons and to construct their own exclusive imagery to bring some different to their business. The result of the experiment in previous chapter illustrated that user will be stimulated by the content of the story and have enough motivation to use ImageCons.
(2) Stimulating SMEs to do some things different via reading the story of the recommendation system
In addition to stimulate SMEs to co-create imagery with ImageCons, the other purpose of the story generator recommendation system is to incite some intrinsic motivation of SMEs and let them think from the different perspective. After reading the story, the subjects might express that they want to be a successful owner like the protagonist of the story (Chapter 6). It
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
139
brings sufficient intention to actuate SMEs to do transformation in their business. At least from the psychological they want to be different and it’s a good beginning.
(3) Using the same story to motivate their staff
The principal users of ImageCons are the owners of the business. After the owner obtains the exclusive imagery from ImageCons, he/she must want to implement the imagery in their business. However, in addition to the hardware facilities, the environment needs to reform to conform the imagery, and the personnel are another emphasis to put imagery into practice. This is another occasion to take advantage of the story which can encourage thinking different to incite their staff and establish the vision of the business.
7.3 Limitations and Future Works
We note several limitations to our work that should be taken into account when leveraging our approach. First, the background of the advertising mini story is limited in Taiwan. Correspondingly, we used Chinese as the medium of communication, too.
It is a limitation to popularize this system into the other countries, because the grammatical structure is so different in every different language. The encoding method must be change if we want to publicize this system into the other languages of national. Although we can use the language translation API to translate Chinese statement into English or another language, the performance will be limited to the quality of language translation API.
Second, for the purpose of convincing, the most outstanding feature of the story automatic generator proposed by this research is it can utilize personal information to establish the story protagonist. However, for the automatic purpose we need to encode the user’s information, and it will cause not enough customization and
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
140
the lower correlation. If we want to strengthen the level of customization, we must to figure out another way to establish the coding method which organizes the story structure to compose the user relational story element and the incomplete story framework.
Third, the principal assignment of the advertising mini story generator is popularizing ImageCons and encouraging them to continue coordinate with the system process. However, it can also be used to popularize the other service innovation not focusing on the ImageCons. Practically, it is a popularizing mechanism to persuade people from the psychological way.
Finally, as the summary of above-mentioned limitations, the future research could move beyond the initial development of the proposed mechanism to integrate language translation API and popularize the mechanism into the different countries.
Also, based on the mechanism of language translation API, it can change the encoding way of the user’s relevant information. Finally, it can be advanced into a technical persuading mechanism for any function or purpose. Future research may extend the focus to across regions level or even national level.
7.4 Conclusion Remarks
In this paper, we address the problem of how to motivate SMEs to service innovation with a psychological mechanism of the advertising mini story generator.
By leveraging the Dramatica and SIT, the mechanism assembles them by the structure of Three-act Structure, and the system coordinate with the relevant information of user as the element to construct the integral story to achieve the motivation purpose.
Through this mechanism, SMEs are able to get some inspiration about the transition and innovation.
We also offer a system scenario and experiments for this method to show its
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
141
practicability. We believe the method can achieve the purpose of encouraging SMEs to do some transition, and getting some inspiration of innovation.
‧
The content of the pre-interview which get the insight to this research:
*The not public recordings of the field research interviews, [ ] means the time of the recording file.
* Mrs. Yu is a farm owner who plants the red guava (a special cropper growing in the Mt. Pillow Recreational Agriculture Area in Ilan County in Taiwan) and leads the local resident to learn the new things.
[02:17~02:23]
Mrs. Yu: Because the peasantry didn’t understand packaging and have no story marketing, their products let the customer fell rough.
[01:06:58~01:07:09]
Mrs. Yu: The historical backgrounds of every farmhouse are not the same, so the every story could be written very vivid just about their experiences.
[01:20:41~01:22:58]
Mrs. Yu: We expect the story packaging about our product.
ImageCons: Are there poor business, but have no idea about how to improve?
Mrs. Yu: Yes, there are. At the beginning, we are the same in the agricultural leisure area, but then someone who has good capability will progress, the other still the same.
We are the youngest farmhouse in here, the other is older and do not know what is the features about themselves.
[01:32:22~01:37:24]
ImageCons: What is the motivation about the resident come to the learning class? Is there any incentives?
Mrs. Yu: The mug (or the other articles for daily use) and lunch box. There are must some incentives to encourage to class in the countryside and avoid the good day about the weddings, funerals and the busy farming season time. On the other hand, the large company requests the electronic billing, and this is the motivation to go to the class, too.
[01:49:08~01:49:51]
Mrs. Yu: The other farmers are more vulnerable. The have perfect cropper and lovely scenery, but they can’t give these a meaningful touching package for customers.