在全球一体化的时代里学习——AECT 2012年会述评与思考

2012年美国教育传播与技术协会（AECT）国际年会,10月31日至11月3日在美国肯塔基州的路易威尔市召开,来自世界各地的学者、专家900多人参会。年会在“在全球一体化的时代里学习”这一主题下,共为参会者提供了628场不同主题发言以及学习交流和研讨机会。本届年会通过大会的主题演讲、主席专场报告、分会论坛发言、圆桌专题论坛和论文等形式,涉及与展示了全球化学习、研究方法、创造性、新型媒体、移动技术等诸方面的研究进展与变化．充分体现了教育技术蓬勃发展的态势。     

基于手机短信息的新生代农民工职业技能培训

基于手机终端的移动学习不受时空限制,受到培训界的青睐。其中,基于手机短信息的移动培训方式比较符合新生代农民工的特点。运用新生代农民工职业技能培训的手机短信息培训方式有手机短信息推送、问题咨询等两种,具有简单易用,资费低廉,情景化学习等优势,但存在着信息表达形式单一、学习屏幕小及文本限制等不足。     

Mobile banking use: A comparative study with Brazilian and U.S. participants

As we can see in recent studies on mobile banking, there is an increasing number of papers addressing this new technology. Mobile banking contributes to the quality of life of people living in both developed countries, and also in emerging economies. In this context, we develop this paper in order to compare the determinants of mobile banking use between respondents from two countries with different levels of development: Brazil and the United States. Our theoretical model includes six variables as determinant factors of mobile banking use. In order to analyze path coefficients and test the six hypotheses, we employed a structural equation model. We also employed a quantitative test (multi-group analysis) to analyze the difference of path coefficients between the models of the two countries. The main results indicate similarities among the perceptions of the respondents that participated in the survey, but differences in coefficient magnitude.     

A lossless DNA data hiding approach for data authenticity in mobile cloud based healthcare systems

We present a lossless Deoxyribonucleic Acid (DNA) sequence hiding method that can be used for ensuring authenticity of DNA sequence in the context of Mobile Cloud based healthcare systems. Hiding data within DNA sequence results in permanent information loss in DNA sequence. Therefore, providing DNA sequence authenticity using data hiding is challenging. Moreover, existing works on DNA data hiding require a reference DNA sequence data to retrieve hidden data. Hence, current methods are not blind approaches and inappropriate for ensuring authenticity of DNA sequence in the Mobile Cloud. The proposed method hides authentication data within DNA sequence, extracts authentication data, and reconstructs the DNA sequence without any loss of information. From there, our proposed approach guarantees DNA sequence authenticity and integrity in Mobile Cloud based healthcare systems. We present a security analysis of our method to show that the method is secured. We conduct several experiments to demonstrate the performance of our proposed method.     

Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model

Mobile banking is one of the most promising technologies that has emerged in recent years and could prove to have considerable value to both banks and customers. Thus, this study recognises the need to test the main factors that could predict the use of mobile banking as well as how using such a system could contribute to both customer satisfaction and customer loyalty. The conceptual model of this study combines two models (i.e. UTAUT2 and the D&M IS Success Model). A questionnaire survey was conducted to collect the required data from convenience sampling of Saudi bank customers. The main factors – performance expectancy, price value, facilitating conditions, hedonic motivation, habit, system quality and service quality – were found to have a significant impact on actual use behaviour. This study was cross-sectional, therefore future studies should implement longitudinal studies in order to re-collect the findings. Further, this study adopted convenience sampling of Saudi M-Banking users. This may adversely impact the issue of generalisability to the whole population. The gap in the M-Banking literature in Saudi Arabia would be bridged by proposing a comprehensive conceptual model that scrupulously clarifies the use of M-Banking from the perspective of Saudi users. Furthermore, this study would consider the adoption of numeric data in order to inferentially analyse them using SEM. This in turn would assist in generalising the findings to the whole Saudi population.     

Triggering effects of mobile video marketing in nature tourism: Media richness perspective

The aim of this study was to investigate videos as potential triggers of behavior. Therefore, we applied the theories of triggers and media richness to learn about the triggering efficiency of mobile marketing videos on participants’ behavioral intentions. The experiment involved three distinct test groups, each comprising 41 student participants. From the perspective of media richness theory, we observed that the different kinds of videos had quite similar effects in terms of triggering behavioral changes. However, the mechanisms explaining why triggers were present differed for each video. Further, the results reveal that the consumer's position in the information search process was the most significant reason for the triggering of any kind of effect. In addition, the instructionally designed videos were able to exert an affective triggering effect: the more participants liked the video, the more it affected their participation intention and recall scores. This study extends the media richness research by demonstrating that the effects of media richness can vary within technically similar videos, as they form different logical connections among non-verbal visual cues related to a video's storyline.     

Antecedents and consequences of social media fatigue

Prior literature suggests that social media users are increasingly experiencing social media fatigue. Only recently have scholars undertaken empirical studies to investigate its antecedents and outcomes to better understand the impact of fatigue on social media users. To further this understanding, the present study has conducted a cross-sectional survey with 1552 users. The Stress-Strain-Outcome (SSO) theoretical framework is applied to examine if privacy concerns, self-disclosure, parental mediation strategies, and decrement in academic performance due to social media use correlate with social media fatigue. Two forms of fatigue are considered, namely, fatigue due to social networking site (SNS) and mobile instant messaging (MIM) use. The study results suggest that privacy concerns, self-disclosure, parental encouragement and worry significantly and positively correlate with SNS and MIM fatigue. Parental permission and parental monitoring are either not or lowly associated with fatigue. In addition to this, SNS and MIM fatigue positively correlated with the tendency to experience academic decrement due to social media use. The antecedents and consequences of social media fatigue were similar for SNS and MIM users. Moreover, students perceived their parents to be more open to their MIM use, and they had higher self-disclosure in MIM than in SNS. The study concludes with significant implications for practitioners, policy makers as well as service designers.     

Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing

The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them.     

When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage

With the prevalence of digital technologies, various services have grown digitalized. Specific to the marketing section, multichannel has been gradually replaced by omnichannel, which aims to integrate all the physical and digital channels tightly. Although omnichannel has received considerable attention, there is still a dearth of research that theorizes the multi-faceted impacts of digitalization on omnichannel. This study thus extends social cognitive theory (SCT) to the digitalized context and contextualizes the digitalized customer and digitalized environment as mobile identity and channel integration quality, respectively. Moreover, based on the self-regulation process of human agency, we incorporate omnichannel self-efficacy, satisfaction, and habit as the agentic factors to interpret a customer’s conscious (ability and expectancy beliefs) and unconscious (automatic behavioral tendency) decision-making under the omnichannel setting. Through an online survey of 401 omnichannel customers, we find support for all the proposed hypotheses. Implications and limitations of this study are further discussed.