实现基于人工智能的缩略图设计,促进数字媒体平台的消费

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Claudia Loebbecke, Astrid Obeng-Antwi, Irina Boboschko, Stefan Cremer
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引用次数: 0

摘要

在数字平台上,缩略图是享乐型媒体商品无处不在的促销工具。然而,缩略图设计对消费的影响仍是一个黑箱。为了填补这一研究空白,我们运用基于人工智能(AI)的图像分析方法,对来自两个国际数字媒体平台--一个以广告为主的视频分享平台和一个以销售为主的电子商务平台--的近 50 万张缩略图进行了量化分析。通过多元线性回归分析,我们提供了缩略图设计与享乐型媒体商品消费之间关系的量化证据。在这两个数字媒体平台上,我们发现几类视觉线索和更多的人脸(尤其是带有负面情绪的人脸)会促进消费,而更多的文字则会减少消费。我们还发现,两种数字媒体平台对消费有几种不同的影响,这可以用不同的基本商业模式来解释。我们为有关视觉信息处理和选择、基于人工智能的设计以及平台和电子商务战略的文献做出了贡献。此外,我们还增加了基于人工智能的图像分析,从而补充了信息系统(IS)研究方法的清单。我们提供了有关基于人工智能的缩略图设计和数字平台战略路径的实践意义,并为未来研究提供了方向。最后,我们提出了一些重要见解和简要展望。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Towards AI-based thumbnail design for fostering consumption on digital media platforms

On digital platforms, thumbnails are omnipresent promotion tools for hedonic media goods. However, thumbnail designs still constitute a black box regarding their effects on consumption. To address this research gap, we apply artificial intelligence (AI) based imagery analysis to quantify and analyze almost 500,000 thumbnails drawn from two international digital media platforms – an advertisement-based video-sharing platform and a sales-oriented e-commerce one. Through multiple linear regression analyses, we provide quantitative evidence on the relationship between thumbnail designs and the consumption of hedonic media goods. For both digital media platforms, we find that several classes of visual cues and more faces especially with negative emotions foster consumption, while more text decreases consumption. We also find several distinct impacts on consumption across the two digital media platforms that we explain with the different underlying business models. We contribute to the literature on visual information processing and choice, AI-based design, and platform and e-commerce strategies. Further, we supplement the inventory of Information Systems (IS) research methods by adding AI-based imagery analysis. We provide implications for practice concerning AI-based thumbnail design and strategic pathways for digital platforms and offer directions for future research. We conclude with some key insights and a brief outlook.

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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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