M ANAGERIAL I MPLICATIONS

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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. Therefore, we discuss this phenomenon with new service providers in the in-depth interview. We found we can use this phenomenon to packet the marketing strategy to stimulate user follow provider’s anticipation.

7.2 Managerial Implications

(1) Stimulate user to co-create utility with BMIND system

The aim of this research is to encourage use to do behavioral change via BMIND system. Because the journey of the adjusting process is tedious and lengthy, it is necessary that having some incentive mechanism in the midway of the system. The paramount assignment of the adjusting is to incite user coordinate with system gamification process of BMIND system and to construct their own derived expectation to bring more utility to they. The result of the experiment in previous chapter illustrated that user will be stimulated by adjusting operation of system to do behavioral change and have enough motivation to use BMIND system.

(2) Stimulate user to do behavioral change via interacting (making choice) with adjusting system

In addition to stimulate user to co-create utility with BMIND system, the other purpose of the adjusting system is to incite some intrinsic motivation of user and let them willingness to try new service (also called to do behavioral change). After adjusting derived expectation and receiving utility, the subjects might express that they willingness to try new service. It brings sufficient intention to actuate user to do behavioral change. At least from the psychological they want to intend to do behavioral change and it’s a good beginning.

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(3) Using the innovative way to promote new service

It is an innovative way to promote new service to new service provider. It is different from previous marketing strategy, this innovation way intends toward psychological view to promote new service to user. Through figure the user’s preference and provide a proper derived expectation of that new service to user to make user willingness to try new service. In addition, the detailed mental activity (the sequence, proportion and so on) can also bring some aspirations to service provider.

This is an occasion to take advantage of adjusting which can encourage user thinking what they really need and concern to incite them willingness to try new service (also called to do behavioral change.

(4) Behaviors of different roles of BMIND users

There are two kinds of user roles, including user (new service receiver) and new service provider. Following we will focus on different roles to brief the findings in this research.

In the role of users (new service receivers), we observed user’s derived expectation of new service can be adjusted with their mental activity by interactions provided by BMIND system. Therefore, we can say the adjusting method proposed by this research is effective. Although, some users don’t want to spend much more time on the process of evaluating the utility which they can gain from trying new service.

Some user’s feel impatient, however they think they still be adjusted by system.

In the role of new service providers, we found the physiological information is helpful and valuable to them. The most of existed ways of marketing research are focusing on the explicit behaviors of user. Therefore, new service providers think that combining the behavioral information and physiological information can make them

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Therefore, we can claim that the performance which be achieved by research is actually can help user to adjust the unfit derived expectation with their mental activity.

Then, the analysis data and performance of system can help provider to redesign the new service and to make user willingness to try their new service.

Furthermore, we would like to break down user roles into different user characters, including spending time on surfing internet, major, whether having work experience and the position of job. In the following we will focus on each character to illustrate the findings.

First, for the spending time on surfing internet, we observed spending more time on surfing internet is helpful to increase effectiveness of system, since these kind people is used to spend time on many operations. And, in our subjects’ profile, we found the average of spending time on surfing internet is high. Therefore, we observed the habit of general people is suitable for our system, it is effective to us.

Second, for major, we observed subjects whose majors are about business (for example, MBA) expect every value should be presented with their meaning and reason and they think numerical is indifferent and the numerical value is hard to be connected to the attribute of new service. Although they claim the numerical is indifferent to them, the result of questionnaire demonstrate they actually be adjusted by system and the utility of new service demonstrate is positive to them.

Third, work experience, we observed subjects who already have work experience and are responsible for making decision are more hesitated than other and they will consider more things when facing a decision (to decide whether to do behavioral change or not). Therefore, we provide more information to them, they will willingness to try new service (move to next stage of behavioral change cycle). Finally, for

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According the result and finding of experiments (see chapter6), we can say this research can achieve to make most of user have consciousness and confidence of adjusting and stimulate them to do behavioral change. Especially, user who spend more time on surfing internet are easier to use our system and complete the operations and willingness to try new service. In the group of spending more time on surfing internet, the founder and co-worker of new service and worker of them are more appreciate this research performance.