Three essays on digital consumer behaviors and mobile analytics : economic implications for innovation, personalization, and platform strategies = 모바일 애널리틱스를 활용한 소비자 행동 분석과 경제학적 고찰 : 혁신, 광고, 플랫폼 전략 측면에서economic implications for innovation, personalization, and platform strategies
Recent years have witnessed the advent of mobile technology, a development which has morphed the business world into a more thoroughly digitalized economy. The digital transformations have allowed various consumer activities to become observable, given that every mobile-based activity can be identified and tracked individually. This behavioral traceability is expected to draw significant benefits as it shows prospects in terms transforming the manner in which companies design and market their services and streamline processes in an inventive fashion. Most analytics in the field, however, have been capturing only a fraction of its potential value. Their data utilization is centered mostly on purchase histories, and the goal of analytics are limited to optimizing existing operations. Still, little academic effort has been extended to the systematic and quantitative inquiry into the role of those analytics schemes in creating economic surpluses. In response to the call to address the effectiveness of mobile analytics, this thesis conducted three empirical studies on the role of mobile analytics with respect to separate business issues: innovation diffusion, advertising personalization, and platform strategy. The first essay probes into the effectiveness of consumption-based analytics in predicting the adoption of innovative products in the digital content market. By scrutinizing datasets containing multi-dimensional e-book reading records, we investigated the association between consumption patterns and audiobook adoption. The finding suggests that the predictive power of consumption information is particularly valuable in profiling new product adopters. The second study examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. The third essay investigates how the availability of all-you-can-read pricing schemes influences market outcomes and consumer behaviors – consumers’ tariff choice, book selection and post-purchase consumption behaviors. The results reveal that a product’s participation in an all-you-can-read program leads to an increase in book sales. The treatment effect on the sales amount is even greater for a book that is popular, highly rated, and outdated. However, these moderating effects do not hold for monetary compensation under the current dividend scheme. A series of individual-level analyses further uncovered that the above set of results accounts for distinctive consumer behavior in the all-you-can-read scheme. The study illuminates the cornerstones of an effective subscription strategy for both platform owners and those who design the pricing schemes.