The SERPVAL scale: a multi-item scale for measuring service personal values

Personal values have long been considered an important variable in understanding consumer purchasing behaviors. Although research on values has been performed in a wide range of social disciplines, this variable has never been operationalized in the service management ontext. In this paper we develop a scale that measures the personal values that are associated with buying a service: the Service Personal Values (SERPVAL) scale. Insights from an empirical study of 386 service users indicate that this scale is multi-dimensional. It presents four dimensions of service value to 1) living comfort, 2) peaceful life, 3) social recognition, and 4) social integration. Discussion centers on implications of this scale to theory and to managerial development of services strategies. Directions for future research in services management and personal values are also presented.Services Management, Services Marketing, Personal Values, Measurement, SERPVAL Scale

What Drives Students' Loyalty-Formation in Social Media Learning Within a Personal Learning Environment Approach? The Moderating Role of Need for Cognition

Our study analyzes an educational experience based on the integrated use of social media within a higher education course under a personal learning environment approach and investigates the factors that determine students' loyalty to social media learning. We examined the moderating role of need for cognition (NFC) in students' formation of attitudes, satisfaction, and loyalty toward this learning experience. The results indicate that NFC has an influence on these variables, significantly moderating how loyalty toward social media learning is formed. For high-NFC students, satisfaction with the learning experience is the most important variable to explain loyalty; whereas for low-NFC students, attitudes have a stronger effect. Different strategies are suggested, according to the learners' NFC levels, for increasing the use of social media in personal learning environments. Practical implications for improving the integration of such informal resources into formal education are discussed.Junta de Andalucía – Programa Andaluz de I + D P12 SEJ 259

What Users Ask a Search Engine: Analyzing One Billion Russian Question Queries

We analyze the question queries submitted to a large commercial web search engine to get insights about what people ask, and to better tailor the search results to the users’ needs. Based on a dataset of about one billion question queries submitted during the year 2012, we investigate askers’ querying behavior with the support of automatic query categorization. While the importance of question queries is likely to increase, at present they only make up 3–4% of the total search traffic. Since questions are such a small part of the query stream and are more likely to be unique than shorter queries, clickthrough information is typically rather sparse. Thus, query categorization methods based on the categories of clicked web documents do not work well for questions. As an alternative, we propose a robust question query classification method that uses the labeled questions from a large community question answering platform (CQA) as a training set. The resulting classifier is then transferred to the web search questions. Even though questions on CQA platforms tend to be different to web search questions, our categorization method proves competitive with strong baselines with respect to classification accuracy. To show the scalability of our proposed method we apply the classifiers to about one billion question queries and discuss the trade-offs between performance and accuracy that different classification models offer. Our findings reveal what people ask a search engine and also how this contrasts behavior on a CQA platform

An Experience-Connected e-Learning System with a Personalization Mechanism for Learners’ Situations and Preferences

This paper presents an “experience-connected” e- Learning system that facilitates users to learn practical skills of foreign language by associating knowledge and daily-life experiences. “Experience-Connected” means that the users of this system receive personalized and situation-dependent learning materials automatically. Knowledge associated to users’ daily-life has the following advantages: 1) provides opportunities to learn frequently, and 2) provides clear and practical context information about foreign language usage. The unique feature of this system is a dynamic relevance computation mechanism that retrieves learning materials according to both preference relevance and spatiotemporal relevance. Users of this system obtain appropriate learning materials, without manual and time-consuming search processes. This paper proves the feasibility of the system by showing the actual system implementation that automatically broadcasts the media-data of foreign language learning materials to smart-phones

About the nature of Kansei information

Kansei studies refer to the more and more holistic consideration of the cognitive and affective processes which occur during user experience. In addition, few studies deal with the experience of the designers during the design process, and its influence on the final design outputs. Historically kansei engineering has been firstly focused on the semantic differential approach. Afterwards emotions were integrated into kansei approaches. The semantic differential approach enabled to evaluate products and then to generate automatically design solutions with semantic input data. Thereafter, evaluations have been completed by physiological measurements in order to reduce the subjectivity involved in those evaluations and also to capture some unconscious reactions. This implementation is still in process. Today kansei studies have been much enriched from the three disciplines of design science, psychology and artificial intelligence. The cross influence between these disciplines brought new dimensions into kansei approaches (multisensory design information, personality, values, and culture, new formalisms and algorithms) which lead progressively towards the consideration of a whole enriched kansei experience. We propose in this paper a description of the nature of kansei information. Then we present some major orientations for kansei evaluation. Finally we propose an overall table gathering information about kansei dimensions and formats.AN