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【Mingli Lecture 2022, Issue40】Professor Gu Yizheng, Department of Business Administration, Furen University, Taiwan,

Professor Gu Yizheng,was invited to give an academic report

Contributed by, Photographer: Department of Management Engineering

At the invitation of the School of Management and Economics, Professor Gu Yizheng, Department of Business Administration, Furen University, Taiwan, made an academic report entitled "Competition and Cooperation of Social Media" online at 10 a.m. on October 17, 2022. The seminar was hosted by Associate Professor Yin Qiuju, and many teachers and students of the college attended the seminar.Professor Gu first introduced the relevant background of social media and explained the research motivation. Then it explains the research basis of social media adoption from three aspects: the content of information system and its value, the richness of social media content, and the utility of social media in interaction with people. On this basis, Professor Gu introduced the penetration of different social media, such as Wechat and Line, in different countries and regions, and introduced the ecological perspective to explore the relationship between competition and cooperation among social media. The homogeneity of social media is relatively serious, and there are many software with similar functions. Professor Gu takes the niche theory as the theoretical basis for his research, and uses this theory to explain the co-existence and competition between media. By studying the niche model and reciprocity model of Facebook, YouTube, Instagram, TikTok, WhatsApp and LINE, this paper discusses the competition and cooperation relationship of social media between the United States and Taiwan, China. Based on the results of 566 samples from two network surveys, factor analysis was carried out to summarize five important factors: sociality, entertainment, attention seeking, auxiliary tools and information.Professor Gu's research results show that users in different regions have similar use behaviors. Users may have different satisfaction with the same factor when using various social media. However, different social media meet different user needs. Therefore, in order to be more competitive, service providers can refer to the design of leading social media in their own industry for online service design, or cooperate with social media with low overlap of their own functional requirements. The research conclusion has practical significance for social media operation.

After the report, the participating teachers and students had a positive and full discussion with Professor Gu. The report received a warm response and was unanimously praised by teachers and students.

Profile of Professor Gu:

Professor Gu Yizheng, Director of the Department of Business Administration, Furen University, Taiwan, and Director of the Service Design Research Center. From 2009 to 2010, he received a doctorate in information management from Sun Yat-sen University, Taiwan. He is a visiting Fulbright scholar at the Shearer Business School of Georgia Institute of Technology. His research interests include recommendation systems, the adoption and dissemination of information systems, and service design. He has published articles in academic journals such as Journal of Management Information Systems, Decision Support Systems, Information&Management, Computers in Human Behavior, International Journal of Medical Informatics, Journal of Electronic Commerce Research, etc.