【学术讲座】实地研究的个人反思：以‘基于主体的数据策展实践’为例

讲者： Prof. Dr. Martin Adam, University of Göttingen, Germany

时间：2026年4月28日（周二） 10时

地点:   同济大厦A座510教室

讲座摘要| ABSTRACT

With the increasing value generated by data curation and the rise of artificial intelligence (AI) agents that converse and act like human agents, vendor companies in established business-to-business (B2B) relationships increasingly delegate data curation tasks to algorithmic data requesters (ADRs) rather than human data requesters (HDRs). Firms employ these data requesters to email existing customers either to collect new information for improved services (data enrichment) or to update outdated information to maintain existing ones (data reconciliation). Despite the growing use of agents in data curation, little is known about how customers respond to these practices—particularly how their responses vary by requester type (HDR versus ADR) and by the nature of the data work practice (enrichment versus reconciliation). Drawing on the effort-accuracy framework and gain-loss message framing, we investigate customer agreement with email-based data requests from HDRs (versus ADRs) in data enrichment (versus data reconciliation) in a multimethod approach. Evidence from a randomized field experiment with a leading European pharmaceutical company followed by an online experiment reveals that customers have a reduced inclination to agree (versus disagree) with a data request from an HDR (versus ADR) in data enrichment because of their preference for minimizing effort in interactions with the data requester. However, for data reconciliation, customers prefer an HDR (versus ADR) because they have lower concerns about errors that could arise in these interactions. A post hoc analysis reveals that although the findings on customer agreement are supported for data enrichment (i.e., the customer completion rate is higher for ADRs versus HDRs), we find only marginal support for data reconciliation (i.e., the customer completion rate is only marginally higher for HDRs versus ADRs). Qualitative responses from a follow-up online survey and interviews with customers of the pharmaceutical company corroborate and complement the main quantitative findings. Overall, this research expands our understanding of continued customer engagement in data curation practices and has implications for vendor companies seeking to deploy ADRs instead of HDRs in data work and established B2B relationships.

嘉宾简介| GUEST BIO

Prof. Dr. Martin Adam is a Chair holder (full professor) of Smart Services at the Georg-August-University of Göttingen, Germany. He received his PhD in information systems from the Technical University of Darmstadt, Germany. His research focuses on the design and use of smart service technologies and the integration of information systems to support business decisions. He has published numerous articles in leading journals such as Information Systems Research, Journal of the Association for Information Systems, Information Systems Journal, and European Journal of Information Systems. He is also a regular speaker at major international conferences, including the International Conference on Information Systems and the European Conference on Information Systems. Through his diverse publications and interdisciplinary approach, Prof. Dr. Adam contributes significantly to advancing knowledge in smart services and information systems.