Yani Shi

Publications

1 Web Personalization to Build Trust in E-Commerce: A Design Science Approach

Authors: Choon Ling Sia, Yani Shi, Jiaqi Yan, Huaping Chen

Abstract:

With the development of the Internet, E-commerce is growing at an exponential rate, and lots of online stores are built up to sell their goods online. A major factor influencing the successful adoption of E-commerce is consumer-s trust. For new or unknown Internet business, consumers- lack of trust has been cited as a major barrier to its proliferation. As web sites provide key interface for consumer use of E-Commerce, we investigate the design of web site to build trust in E-Commerce from a design science approach. A conceptual model is proposed in this paper to describe the ontology of online transaction and human-computer interaction. Based on this conceptual model, we provide a personalized webpage design approach using Bayesian networks learning method. Experimental evaluation are designed to show the effectiveness of web personalization in improving consumer-s trust in new or unknown online store.

Keywords: E-Commerce, Trust, Design Science, Bayesian network, Web site design, Human-ComputerInteraction

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Abstracts

3 The Effects of Source and Timing on the Acceptance of New Product Recommendation: A Lab Experiment

Authors: Yani Shi, Jiaqi Yan

Abstract:

A new product is important for companies to extend consumers and manifest competitiveness. New product often involves new features that consumers might not be familiar with while it may also have a competitive advantage to attract consumers compared to established products. However, although most online retailers employ recommendation agents (RA) to influence consumers’ product choice decision, recommended new products are not accepted and chosen as expected. We argue that it might also be caused by providing a new product recommendation in the wrong way at the wrong time. This study seeks to discuss how new product evaluations sourced from third parties could be employed in RAs as evidence of the superiority for the new product and how the new product recommendation could be provided to a consumer at the right time so that it can be accepted and finally chosen during the consumer’s decision-making process. A 2*2 controlled laboratory experiment was conducted to understand the selection of new product recommendation sources and recommendation timing. Human subjects were randomly assigned to one of the four treatments to minimize the effects of individual differences on the results. Participants were told to make purchase choices from our product categories. We find that a new product recommended right after a similar existing product and with the source of the expert review will be more likely to be accepted. Based on this study, both theoretical and practical contributions are provided regarding new product recommendation.

Keywords: new product recommendation, recommendation timing, recommendation source, recommendation agents

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2 Money Laundering and Governance in Cryptocurrencies: The Double-Edged Sword of Blockchain Technology

Authors: Jiaqi Yan, Yani Shi

Abstract:

With the growing popularity of bitcoin transactions, criminals have exploited the bitcoin like cryptocurrencies, and cybercriminals such as money laundering have thrived. Unlike traditional currencies, the Internet-based virtual currencies can be used anonymously via the blockchain technology underpinning. In this paper, we analyze the double-edged sword features of blockchain technology in the context of money laundering. In particular, the traceability feature of blockchain-based system facilitates a level of governance, while the decentralization feature of blockchain-based system may bring governing difficulties. Based on the analysis, we propose guidelines for policy makers in governing blockchain-based cryptocurrency systems.

Keywords: Traceability, Money Laundering, Decentralization, Cryptocurrency, Blockchain

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1 A Modeling Approach for Blockchain-Oriented Information Systems Design

Authors: Jiaqi Yan, Yani Shi

Abstract:

The blockchain technology is regarded as the most promising technology that has the potential to trigger a technological revolution. However, besides the bitcoin industry, we have not yet seen a large-scale application of blockchain in those domains that are supposed to be impacted, such as supply chain, financial network, and intelligent manufacturing. The reasons not only lie in the difficulties of blockchain implementation, but are also root in the challenges of blockchain-oriented information systems design. As the blockchain members are self-interest actors that belong to organizations with different existing information systems. As they expect different information inputs and outputs of the blockchain application, a common language protocol is needed to facilitate communications between blockchain members. Second, considering the decentralization of blockchain organization, there is not any central authority to organize and coordinate the business processes. Thus, the information systems built on blockchain should support more adaptive business process. This paper aims to address these difficulties by providing a modeling approach for blockchain-oriented information systems design. We will investigate the information structure of distributed-ledger data with conceptual modeling techniques and ontology theories, and build an effective ontology mapping method for the inter-organization information flow and blockchain information records. Further, we will study the distributed-ledger-ontology based business process modeling to support adaptive enterprise on blockchain.

Keywords: Business Process, Ontology, Blockchain, information systems modeling

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