Â鶹AV

Ms. Tiange Li, a doctoral student at Â鶹AV in the area of Information Systems will be presenting her research proposal entitled:

The Interplay of Technology and Psychological States on User Behavior

Friday, November 15, 2024, at 12:00 PM – 2:00 PM

Student Committee Chair: Professor Animesh Animesh

Please note that the presentation will be conducted in hybrid mode. Only the student and their committee members will participate in the presentation.

ABSTRACT

This research proposal investigates the hidden psychological states influencing user behavior on digital platforms. Utilizing the stimulus-organism-response (SOR) framework, the proposal comprises three interconnected studies: the first examines how superior/inferior psychological states, induced by social traits and technology shock, affect online interactions; the second explores how expectation states, shaped by personality and video characteristics, influence preferences for video previews and narratives; and the third analyzes the dynamic transitions between psychological states and their impact on content consumption. By uncovering the unobservable states and integrating these unobservable states with observable traits, the research offers practical insights for enhancing user satisfaction and engagement through improved platform design, personalized user experiences, and optimized business outcomes.