Digital Services and The Digitalization of Services
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ItemA Classification of Decision Automation and Delegation in Digital Investment Management Systems( 2019-01-08)Digital investment management systems, commonly known as robo-advisors, provide new alternatives to traditional human services, offering competitive investment returns at lower cost and customer effort. However, users must give up control over their investments and rely on automated decision-making. Because humans display aversion to high levels of automation and delegation, it is important to understand the interplay of these two aspects. This study proposes a taxonomy of digital investment management systems based on their levels of decision automation and delegation along the investment management process. We find that the degree of automation depends on the frequency and urgency of decisions as well as the accuracy of algorithms. Notably, most providers only invest in a subset of funds pre-selected by humans, potentially limiting efficiency gains. Based on our taxonomy, we identify archetypical system designs, which facilitate further research on perception and adoption of digital investment management systems.
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ItemDigital Platform Establishment: Navigating Competing Concerns in Emerging Ecosystems( 2019-01-08)Digital Platforms impose organizing logics on ecosystems. Dependent on their configuration, they enable certain practices, relationships, and value distribution among actors while preventing alternatives. Incumbent platforms often have a strong power to implement contested configurations since they control access to attractive user groups/markets. However, emerging platforms have a small degree of bargaining power in relation to key actors since they have not yet achieved such a position. Although numerous studies detail governance strategies for incumbent platform ecosystems, research on how platform providers navigate competing concerns in emerging platform ecosystems remain rare. We report on a study of the establishment and continuous dynamics of a digital platform used for service innovation. We inductively identify a pattern of the dynamics in this navigation process, locate four salient tensions driving these dynamics, and provide insights on how the platform provider navigated them.
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ItemOn the Disadvantages of Media as a Service with Regard to Psychological Ownership( 2019-01-08)Media as a Service (MaaS), which enables customers to access entire media libraries over a subscription period, has become an important revenue driver for the entertainment industry. By using an experiment related to music consumption, our study suggests that MaaS services, and in particular the ones that are free of charge, cause customers to feel a lower degree of psychological ownership (PO) for the provided content than for content provided via physical media and media files. Since PO is known to be an important driver of customers’ behaviors and feelings such as their willingness to pay, these findings suggest that PO might hinder MaaS’ continuing success.
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ItemUnboxing Co-creation of Value: Users’ Hedonic and Utilitarian Drivers( 2019-01-08)Value co-creation through involving users in service processes via resource integration is a focal service research interest. However, studies often take a firm-centric or generic approach and overlook value co-creation from the point view of an individual user. We address this gap by adopting a qualitative research approach and laddering interviews (n = 113) to examine users’ hedonic and utilitarian drivers for value co-creation behavior in five service system contexts. We argue that underlying differences exist among all service systems and contribute with a novel approach by depicting the differences in value-based motivations for users to co-create value. As practical implications, our findings suggest services should be designed according to users’ value drivers rather than system types. Furthermore, we demonstrate how the consumer information systems (CIS) framework can be used to benchmark users’ value co-creation behavior with specific service systems or to compare such behavior between different service systems.
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ItemIs It Human? The Role of Anthropomorphism as a Driver for the Successful Acceptance of Digital Voice Assistants( 2019-01-08)The market of digital voice has grown significantly over the recent years. Big players like Amazon, Google, Apple, Microsoft and Samsung are focusing on the development and expansion of their assistants. Especially smart speakers are on the rise but also in smartphone integrated voice applications are getting more popular. The main characteristics of this new technology are both elements of human-computer-interaction and especially the attribution of human characteristics. Although there is an increase of the number of current users as well as of consumers intending to use digital voice assistants in the future, drivers and barriers of digital voice assistants have not yet been sufficiently empirically investigated, especially concerning the phenomenon of anthropomorphism. This study points to additional key factors that are important to foster broader acceptance. Our empirical study is based on the UTAUT2 and highlights the importance of anthropomorphism in relation to other determinants known from the literature.
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