D ISCUSSION OF F INDINGS

Table 6.10 The summary of the Proposition 3

Choose the industry news from television program, newspaper and books.

Subject 2 no v

She likes Taiwan native serial drama no matter the character of foreign programs is Chinese or not.

Subject 3 None

She won’t choose the food package which doesn’t conform to the local culture.

Subject 4 yes v

He like the farmers' visiting group which visit the related industries instead of the completely irrelevant ones.

The goal of this study is to provide a motivation advertisement to promote SMEs to do service innovation and investigate how to increase the effectiveness of the advertisement. The experiments have provided a general support for our proposed propositions, and revealed some possible explanation for the results.

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At the beginning, we inspect the user click behaviour to understand the reading willingness of the experimental subjects, and then, we speculate the effectiveness of the recommendation system through the reading willingness. We got the above inference from the following: if the experimental subjects have strong reading willingness, then we can say the recommendation mechanism is effectiveness (because each of them enjoys the story which the system recommends for them). After get the inference which the recommendation system is effective, then we can discuss the classification of the recommendation system further. At the previous chapters, we demonstrated the SMEs Classification Module which is constructed by the Maslow's Hierarchy of Needs to model the user’s behaviour and information. If the recommendation mechanism is effectiveness, then we can say that we use user input information to do the classification of Maslow's Hierarchy of Needs is reasonable and feasible. The aim of the Proposition 1 wants to test and verify the justifiability of the recommendation system, and the above outcome showed a positive value for our research and supporting data also support our proposed idea.

Secondly, the aim of Proposition 2 is to examine the advertisement’s convincing degree which popularizes the ImageCons. In this part we start from the most direct way: let experimental subjects read the advertisement and inquired about their ambition. We got the positive response consistently which expressed that the system is believed to be useful but the level of easy using computer is the factor of barriers to entry. In order to discuss this proposition in depth, we divided this part into two topics;

first of all, we investigated the attitude towards the technology acceptance, and then discussed and observed the attitude of accepting the new things. The previous one we reference the Technology Acceptance Model (TAM) (Davis, 1989) to talk over and there are two perspectives to discuss the IT acceptance: perceived usefulness (PU) and perceived ease-of-use (PEOU). After the interview, we get some conclusion in the

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technology acceptance part. Most experimental subjects indicated that the ease-of-use of the computer system has negative attitude, but the usefulness of ImageCons is the positive part. However, there is one experimental subject say that the step-by-step process is the positive force and make him has more motivation to use.

Moreover, from their daily habits and attitude, we found that they always be urged by the successful paragon. No matter using new product or initiating new career direction, they all follow and reference the footsteps of successful model. Similarly, the spindle of our advertising story also creates a successful protagonist who used ImageCons and become more competitive. That’s reasonable why most of experimental subject read this kind of story and want to use ImageCons. From the above two perspectives; IT acceptance and the innovation acceptance, we can say the Proposition 2 is established.

In the last Proposition 3, we present two choices to the experimental subjects to inspect which kind of story is better to trigger the interest of the reader; the personal like protagonist one or not. We found that there are two distinct choices, and based on these differences we investigate the reasons behind. The most plausible explanation is prospect theory which discussed the risk seeking and risk aversion in case of gains or losses. The situation of our experimental subjects fits this theory; the dissatisfied with the status quo one has more willing to take the risk then the satisfied one and this circumstance will affect the choice. On the other hand, we discover the daily habits of the experimental subjects showed that they usually concerns the relevant news, TV program and farmers' visiting group or won’t choose the food package which doesn’t conform to the local culture. From the above habits and customs we can understand people usually easily be attracted by the analogous factor or situation.

Here are some results are worth of summarizing:

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1. User information is a strong factor to get classified into Maslow's Hierarchy of Needs, and this classification module can make an efficacious recommendation.

2. Deducing the computer barriers to entry, SMEs will attempt to use a tool which help other owner create a successful business, and will be motivated by the successful case story.

3. The background will affect the choices; like to read the relevant protagonist story or not; and it can extend to investigate the attitude of risk. However, connecting to the habits and customs we found actually people will be fascinated by the analogous factor or situation.

The consequence of the experiments has shown supportive data for all of our propositions. These finding convince us that based on the recommendation system user will be persuaded by the appropriate advertisement and have willingness to use ImageCons. In addition, the user who is not satisfied with life now is easier to be attracted by this advertisement, because they are willing to assume the risk. However, the computer barrier to entry is a factor which reduces the willingness to use. In order to reduce the barrier to entry, it can start from the advertisement part of ImageCons, because it is a primary point of contact for the user. On the other hand, if the system provide step-by-step instruction manual, it will also increase the willingness to use.

In the next chapter, the research implications, conclusions and future directions are provided to conclude this thesis.

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