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The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

This study aims to create an idea and a framework to enhance customer stickiness and improve transformation efficiency flow of tourism products from online to offline platforms through the application of personalized recommendation technology.

Studies on an overview of progress in current personalized recommendation research, business scenario analysis of online tourism and some possible logical limitations discussion are required for improvement. This study clarifies concepts including online tourism user behavior and generated data, user preference themes and spaces, user models and image and user-product (two-dimensional matrix, etc.). The author then creates a user portrait based on behavior data convergence to locate the user's role from both horizontal and vertical dimensions and also clear the logical levels and associations among them, verifying the similarity in measurement and calculation and optimizing the implementation of the personalized recommendation program under online tourism business scenarios.

By providing a framework design about personalized recommendations of online tourism including a flow from data collection to a personalized recommendation algorithm selection, logical analysis is established while the corresponding personalization algorithm is improved.

This study show a logical shift of personalized recommendations in online tourism management from focusing on the simple collection of travel information and the logical speculation of tourism products to focusing on the individual behavior of potential travelers.

This study aims to construct mechanisms of big data-driven business model innovation from the market, strategic and economic perspectives and core logic of business model innovation.

The authors applied deductive reasoning and case analysis method on manufacturing firms in China to validate the mechanisms.

The authors have developed an integrated framework to deduce the elements of big data-driven business model innovation. The framework comprises three elements: perspectives, business model processes and big data-driven business model innovations. As we apply the framework on to three Chinese companies, it is evident that the mechanisms of business model innovation based on big data is a progressive and dynamic process.

The case sample is relatively small, which is a typical trade-off in qualitative research.

A robust infrastructure that seamlessly integrates internet of things, front-end customer systems and back-end production systems is pivotal for companies. The management has to ensure its organization structure, climate and human resources are well prepared for the transformation.

When provided with a convenient crowdsourcing platform to provide feedback and witness their suggestions being implemented, users are more likely to share insights about their use experience.

Extant studies of big data and business model innovation remain disparate. By adding a new dimension of intellectual and economic resource to the resource-based view, this paper posits an important link between big data and business model innovation. In addition, this study has contributed to the theoretical lens of value by contextualizing the value components of a business model and providing an integrated framework.

Effective construction safety training has been considered to play a significant role in reducing the incidence of accidents. However, the current safety training methods pay less attention to the relationship between workers' personalized characteristics and their learning needs, which results in workers' low learning participation and poor training effect. The purpose of this paper is to improve the participation and effect of safety training for construction workers with a persona-based approach.

This paper presents a persona-based approach to safety tag generation and training material recommendation. By extracting the demographic characteristics and behavior patterns tags of construction workers, a neural network algorithm is introduced to calculate the learning needs tags of workers, and the collaborative filtering recommendation method is integrated to enrich the innovation of recommendation results. Offline experiments and online experiments are designed to verify the rationality of the proposed method.

The results show that the learning needs of workers are closely related to their background. The proposed method can effectively improve workers' interest in materials and the training effect compared with conventional safety training methods. The research provides a theoretical and practical reference for promoting active safety management and achieving worker-centered safety management.

First, a persona-based approach is introduced to establish a novel framework for solving the problem of personalized construction safety management. Second, an artificial intelligence algorithm is used to automatically extract the learning needs tag values and design a hybrid recommendation method for construction workers' personalized safety training. The collaborative filtering method is integrated to enrich the innovation of recommendation results.

Personas are lifelike characters that are driven by potential or real users’ personal goals and experiences when interacting with a product. Personas support user-centered design by focusing on real users’ needs. However, the use of personas in educational research and design requires certain adjustments from its original use in human-computer interface design. This paper aims to propose a process of creating personas from phenomenographic studies, which helps us create data-grounded personas effectively.

Personas have features that can help address design problems in educational contexts. The authors compare the use of personas with other common methodologies in education research, including phenomenology and phenomenography. Then, this study presents a six-step process of building personas using phenomenographic study as follows: articulate a design problem, collect user data, assemble phenomenographic categories, build personas, check personas and solve the design problem using personas. The authors illustrate this process with two examples, including the redesign of a professional development website and an undergraduate research program design.

The authors find that personas are valuable tools for educational design websites and programs. Phenomenography can productively help educational designers and researchers build sets of personas following the process the authors propose.

The use and method of personas in educational contexts are scarce and vague. Using the example contexts, the authors provide educational designers and researchers a clear method of creating personas that are relatable and applicable for their design problems.

Ranganathan’s Laws of Library Science and continued refinements place identification of patron’s needs and connection of those needs to library services of primary importance in libraries. Identifying and developing personas or user group descriptions helps to identify the unique nature of library patrons. Personas help librarians identify or create specific services for each patron persona. Understanding each library persona allows the library faculty and staff to prepare and to plan service delivery. The purpose of this paper is to develop personas for undergraduate students followed by the identification and development of personas for graduate students and faculty.

The identification and development of undergraduate patron personas engaged communications students, as part of their course work, to use a review of previous studies to develop theories of library patron personas. Each of the three groups within the communications class verified their initial persona theories using surveys, focus groups, interviews, observations and ethnographic methods. All personas from each group was further developed and refined into a final list and description of ten library personas. A principal components analysis helped to provide interconnections between the personas and estimate the percent of patrons each persona comprised.

The study identified ten personas (user groups) who use a wide variety of library services. Descriptions of personas enabled library faculty and staff to identify personas accessing their services, to further develop and refine current services and to create new services to meet the needs of patrons. A principle components analysis further facilitated the understanding of interrelations between the personas based on persona use of library services. Personas that had common needs or use patterns were grouped together to further understanding of patrons use patterns and needs. While an attempt was made to determine the percent of total patrons each persona was, evidence was found that indicated the fluid nature of personas in regards to library services. That is, as the patron needs shifted, so did their persona. Patrons moved from one persona to another to meet their shifting needs as the academic semester proceeded.

Personas have several practical implications for librarians. First, they enable librarians to reflect on provided services in terms of personas. This reflection enables library services to be refined to meet patron needs. Second, the interconnection between personas enables librarians to market other services. As a patron uses one service, librarians can point out related services that may be of interest or help. This is particularly important for new student orientation tours. Finally, matching the personas with other library trends and patterns assists librarians with the development of the library as a space suited to meet the needs of its patrons.

While the use of personas is common in communications, marketing and business, their development and use in academic libraries is quite unique. They become quite useful in associating library services to the patrons that use them. Strategic planning also uses personas as services are upgraded and improved or new services are created to meet more persona needs.

This column aims to discuss a tool used in user experience studies called personas.

This is a conceptual column discussing personas as a design tool.

Personas can be a powerful tool used in the design of digital library services.

The personas methodology could be a very powerful tool for libraries in helping them understand their constituent populations and serve them better.