Who Do You Think You Are? Common and Differential Effects of Social Self-Identity on Social Media Usage
时 间：2016年11月18日（周五）上午 10:00-11:30
地 点：体育外围平台APP紫金港校区行政楼302会议室
主讲人：Prof. Patrick Chau, 香港大学
主持人：陈熹教授，体育外围平台APP
摘 要:
Intense competition requires social media service providers to execute two major business strategies: exploiting current functions while simultaneously exploring incremental innovation. Realization of these strategies is related to two types of member behavior: reinforced use and varied use. Drawing on identity theories, we examine the common and differential effects of two levels of social self-identity – relational identity and social identity – on reinforced and varied use and the moderating role of inertia on their effects on social media usage. Our results reveal that, although both identities have similar effects on usage behavior, users with high social identities are more oriented toward variety-seeking, while those with strong relational identities are more oriented toward reinforcement. Inertia negatively moderates the impacts of social identity on social media use, but not the relationships between relational identity and social media use. Our findings provide insights on managing and promoting reinforced and varied use in social media.
主讲人简介：
Patrick Y.K. Chau is Padma and Hari Harilela Professor in Strategic Information Systems at the School of Business, Faculty of Business and Economics of The University of Hong Kong. He conducts research in areas including management of information systems, e-commerce, knowledge management and IT outsourcing and has over 90 journal publications in these areas with many of them in leading information systems journals such as MIS Quarterly, Journal of MIS, Journal of the AIS, Decision Sciences, Decision Support Systems, Information & Management, European Journal of Information Systems, International Journal of Electronic Commerce, and others. His works are well cited by scholars in the academic community. Dr. Chau was ranked No. 8 worldwide and No. 1 in Asia in terms of research publication productivity in top/major IS/IT journals, announced in the Communications of the AIS in April 2005. By June 2016, he has a total citation count of over 13,000 in Google Scholar with three articles having more than 1,000 citation counts and five articles having more than 500 citation counts. His H-index in June 2016 was 44. He was appointed as Chang-Jiang Scholar (Chair Professor) by the Ministry of Education of China in 2010. He was also appointed as Qiushi Chair Professor at Zhejiang University, China in September 2014. In 2013, he received the AIS Fellow Award.
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数据科学与管理工程学系
2016年11月15日
