@article{jeong_khan_kang_2023, title={A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication}, volume={18}, ISSN={["0718-1876"]}, DOI={10.3390/jtaer18030079}, abstractNote={The objective of this study is to improve the effectiveness of anti-piracy educational strategies by identifying unique digital pirate segments and delivering personalized campaign messages to the target audiences. In the first study, we introduced a segmentation study of digital pirates based on different types of risks involved in pirating activities. We identify four digital pirate segments (anti-pirates, hard-core pirates, performance-sensitive pirates, and finance-sensitive pirates), each demonstrating distinctive characteristics. Further profiling of the segments revealed different risk perceptions regarding gender and piracy experience. In the second study, we conduct an experiment to test the effects of targeted campaign messages for the newly identified pirating segments. Our results show that targeted piracy campaign messages have a significantly higher message persuasiveness, while they damage the attitude towards piracy. However, we found that the targeted piracy campaign messages have a marginal effect on changing the intention to pirate. Findings from this study offer useful implications for the design and implementation of anti-piracy educational campaigns.}, number={3}, journal={JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH}, author={Jeong, Bong-Keun and Khan, Sarah S. and Kang, Bomi}, year={2023}, month={Sep}, pages={1560–1579} }
 @article{battestilli_bohorquez_khan_meral_2023, title={Exploring Students' Perceptions and Engagement in Hybrid Flexible Courses}, url={https://doi.org/10.1145/3573051.3593383}, DOI={10.1145/3573051.3593383}, abstractNote={The Hybrid Flexible (HyFlex) instruction format provides learners with the flexibility to choose from in-person, online synchronous, or asynchronous learning. However, students' learning experiences with HyFlex has not been studied at scale. The primary goal of this study was to investigate how students' perceptions about the availability of learning resources relates to their course engagement and performance in a HyFlex learning environment. In Spring 2022, we administered an end-of-semester survey to one graduate and five undergraduate courses, each of which utilized the HyFlex instructional model. Courses were selected from three different colleges at a large public university in the United States. We investigated students' perceptions about the effectiveness, importance, and ease of use of all three learning modalities that were offered (in-person, online synchronous, and asynchronous) and the learning support options (instructor access outside of class, learning help resources, and flexibility to choose learning modality without restriction). With a sample size of 537, we found that 30% of surveyed students found in-person and online synchronous learning important for their learning whereas 60% found asynchronous learning and the flexibility to choose their learning modality important for their learning. When asked about their actual use of different modalities, students reported using asynchronous learning the most, followed by online synchronous learning. In-person learning was reportedly the least utilized. We found that non-real-time learning modalities contributed positively to overall student engagement. Students preferred to use asynchronous resources and have the flexibility to choose among learning modalities. Yet, results indicate that students who incorporated some real-time learning not only had higher performance-related engagement (e.g., confidence in their ability to succeed in the course) than those who relied primarily on non-real-time learning, but they also earned higher grades for the course. This suggests that utilizing some in-person or online synchronous modalities in conjunction with the student-preferred asynchronous options leads to improved course outcomes for both student engagement and course performance.}, journal={PROCEEDINGS OF THE TENTH ACM CONFERENCE ON LEARNING @ SCALE, L@S 2023}, author={Battestilli, Lina and Bohorquez, Elaine B. and Khan, Sarah and Meral, Cigdem}, year={2023}, pages={110–119} }
 @article{jeong_yoon_khan_2021, title={Improving the Effectiveness of Anti-Piracy Educational Deterrence Efforts: The Role of Message Frame, Issue Involvement, Risk Perception, and Message Evidence on Perceived Message Effectiveness}, volume={16}, ISSN={["0718-1876"]}, DOI={10.3390/jtaer16030021}, abstractNote={The objective of this study is to explore methods to improve the effectiveness of anti-piracy educational deterrence efforts. We studied the effects of message framing (positive vs. negative), issue involvement (high vs. low), risk perception (high vs. low), and message evidence (anecdotal vs. statistical) on the perceived effectiveness of an anti-piracy campaign message. Our experimental results suggest that message frame alone does not have an impact on perceived message effectiveness. However, the effect of message framing is moderated by issue involvement, risk perception, and message evidence. Specifically, a positively framed message is more effective for individuals with low issue involvement, high perceived piracy risk, and who are exposed to anecdotal evidence. In contrast, a negatively framed message is more effective for individuals with high involvement, low risk, and who are exposed to statistical evidence.}, number={3}, journal={JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH}, author={Jeong, Bong Keun and Yoon, Tom and Khan, Sarah S.}, year={2021}, month={Jun}, pages={298–319} }
 @article{ikram_khan_jeong_2018, title={An Empirical Investigation of Smartphone Adoption in Pakistan}, volume={14}, ISSN={["1548-3916"]}, DOI={10.4018/IJTHI.2018070101}, abstractNote={Smartphone use has proliferated globally. However, there is a lack of understanding regarding the fast adoption of the technology at individual level, specifically for personal use. Technology adoption varies across geographic regions, and smartphone adoption is no exception. This article investigates smartphone adoption in Pakistan, which is one of the fastest growing smartphone markets. With the help from the Technology Acceptance Model (TAM), the authors build a research model by looking at the unique characteristics of the smartphone technology and Pakistan's market. The research model is empirically tested among 289 smartphone users. The results show perceived smartphone usefulness and the ease of use contributing significantly towards users' intention to adopt smartphone. Also, smartphone design, availability of smartphone applications, and social norms increases the smartphone use. However, technical difficulty in smartphone use negatively affects its adoption. The authors also discuss the implications and future research.}, number={3}, journal={INTERNATIONAL JOURNAL OF TECHNOLOGY AND HUMAN INTERACTION}, author={Ikram, Mohsin and Khan, Sarah S. and Jeong, Bong-Keun}, year={2018}, pages={1–20} }