ESSAYS OF THE VISUAL EFFECTS ON ONLINE HUMAN DECISION-MAKING AND DATA SCIENCE APPLICATIONS

Abstract

How human makes decisions online is an important research area in IS, many different techniques and online scenarios are used to probe into the related issues. In the first essay, this study investigates the crowdfunding platform. This study uses a deep neural network to extract the emotion metrics from the project images on the crowdfunding platform. The result shows that emotions in project images such as sadness and contentment can positively affect the performance of crowdfunding projects. This study also provides possible designs to change the emotions in the project images. In the second essay, this study investigates how to use different components of color to design effective warning messages to stop users and to study how malvertising attracts users to click on for cybersecurity issues. The result shows the different effects of red, green, blue, saturation, and lightness, which can be applied by researchers and practitioners in the future. In the third essay, this study applies data science techniques to improve the current SEM procedure. The essay provides new methods and new indexes to improve the SEM technique, which provides values for future SEM research.