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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/77998


    Title: Persuasive narrative advertisement generator: A microenterprise service innovation perspective
    Authors: Yuan, Soe-Tsyr Daphne;Chiu, Peng-Wei
    苑守慈;邱芃瑋
    Contributors: 資訊管理學系
    Keywords: Service innovation;Microenterprise;Motivation;Narrative advertising;Probabilistic extended FSM;Story generator;Qualitative interpretation data analysis
    Date: 2015-03
    Issue Date: 2015-08-27 17:17:37 (UTC+8)
    Abstract: In the era of the service economy, service innovation is a means to cope with fierce competition within a fast-changing industry. However, most microenterprises are at a competitive disadvantage in that they have limited resources and information for putting service innovation into their business practice. Owing to their inferior situation, microenterprises often do not think service innovation is related to them, nor do they have the bravery to engage their innovation endeavors. This paper presents a novel and automatic approach that can generate persuasive narrative advertisements in the form of customized motivation stories intended to encourage microenterprises to consider innovation just as the protagonist does in a story. This study adopts a three-act structure as the story framework and takes advantage of Story of Mind elements, service innovation types and microenterprise individual information as the story elements. Our approach and its information system uses Probabilistic Extended FSMs to model the story frameworks and the story elements. The approach proposed here has preliminary been justified through the observational and analytical evaluation method and is believed to shed light on the development of automated persuasive narrative communications for electronic services.
    Relation: Information Systems Frontiers
    Data Type: article
    DOI link: http://dx.doi.org/10.1007/s10796-015-9548-3
    DOI: 10.1007/s10796-015-9548-3
    Appears in Collections:[Department of MIS] Periodical Articles

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