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Article
Publication date: 17 September 2020

Chin-Ching Yin, Hung-Chang Chiu and Yi-Ching Hsieh

Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand…

Abstract

Purpose

Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories for search and experience product types.

Design/methodology/approach

The authors used a survey of university students to test this study’s hypotheses.

Findings

The results reveal significant main effects of four conflict reversal stories on brand attitudes. The influences of man-against-self, man-against-man and man-against-society conflicts on brand attitude are greater for experience than for search products. In contrast, the influence of man-against-nature conflict is higher for search than for experience products.

Research limitations/implications

To generalize the results, this study should be replicated using more heterogeneous populations, setting the study in other cultures, testing actual brands and using a wider range of products.

Practical implications

The findings provide insights for marketers seeking to use appropriate conflicts in their brand stories to enhance customers’ brand attitudes.

Originality/value

Extant research does not address the relationship between different types of conflicts and customer attitudes, and the current study bridges this research gap.

Details

Journal of Consumer Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 13 August 2021

Chin-Ching Yin, Yun-Chia Tang, Yi-Ching Hsieh, Hung-Chang Chiu and Shu-Jie Jhu

This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic…

Abstract

Purpose

This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses.

Design/methodology/approach

From the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users.

Findings

The results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values.

Originality/value

This study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 27 May 2021

Chin-Ching Yin, Yi-Ching Hsieh, Hung-Chang Chiu and Jhih-Ling Yu

The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice…

Abstract

Purpose

The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and post-choice satisfaction. Second, the authors investigate how time pressure moderates the effects of self-awareness on choice inconsistency and post-choice satisfaction so that online sellers can better align their marketing strategies.

Design/methodology/approach

This research consists of two studies. Study 1 conducted a 3 (self-awareness: public/private/control) × 2 (time pressure: high/none) experiment, and 311 online participants were recruited to explore the influence of public self-awareness and time pressure. Study 2 used a 3 (self-awareness: public/private/control) × 2 (time pressure: high/no) × 2 (self-consciousness: high/low) quasi-experiments, and the authors used 652 online participants to examine the effect of self-awareness, time pressure and public self-consciousness on choice inconsistency and post-choice satisfaction.

Findings

The results indicate that publicly self-aware consumers under high time pressure show greater inconsistency than those under no time pressure. Also, people with higher public self-consciousness exhibited higher choice inconsistency and post-choice satisfaction in public self-awareness situations than those in private self-awareness and control conditions.

Research limitations/implications

To generalize the results, this study should be replicated using more heterogeneous populations in diverse regions and cultures, as well as other product categories.

Practical implications

This study explores the implications of evoking self-awareness during online consumption and the online purchase process by observing the moderating effect of self-consciousness and time pressure. The findings provide insights to marketing practitioners who seek to increase their companies’ competitive advantage and profits through effective online manipulations of consumers’ self-awareness.

Originality/value

Extant research does not address how time pressure affects the relationships among public self-awareness, choice inconsistency and post-choice satisfaction. In addition, prior research only focused on public self-awareness in customer consumption. This study bridges these gaps and has implications for e-commerce, consumer behavior and relationship marketing research fields.

Details

European Journal of Marketing, vol. 55 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 July 2017

Yun-Chia Tang, Yi-Ching Hsieh and Hung-Chang Chiu

The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The…

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Abstract

Purpose

The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision paralysis and unhappiness. This article proposes that the desire and motivation to process information vary from person to person, and emotional factors are relevant.

Design/methodology/approach

With a 2 × 2 experimental design, this study examines the influence of the interaction of choice variety with need for cognition (NFC) on positive and negative emotions, and then tests the mediating effects on purchase intentions. The sample includes 214 college students, assigned randomly to self-assessment questionnaires.

Findings

Both high NFC respondents in the high variety condition and low NFC respondents in the low variety condition exhibit more positive emotions than low NFC respondents in the high variety condition but not more than high NFC respondents in the low variety condition. Positive (negative) emotions increase (decrease) consumers’ purchase intentions.

Research limitations/implications

The experiment was conducted in a virtual store, which may not match real-life store environments or reflect participants’ actual purchase behaviours, so additional research should consider the influence of involvement further.

Practical implications

The results offer suggestions for developing more effective communication with emotions, increasing involvement to maintain consumers’ positive emotions and relieve their confusion, and managing product variety.

Originality/value

This article meets the identified need to study how choice variety influences consumers’ willingness to purchase from a personal emotion perspective.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 May 2012

Yi‐Ching Hsieh, Jinshyang Roan, Anurag Pant, Jung‐Kuei Hsieh, Wen‐Ying Chen, Monle Lee and Hung‐Chang Chiu

The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction.

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Abstract

Purpose

The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction.

Design/methodology/approach

A survey of bank customers in Taiwan was conducted. The total number of valid questionnaires was 479. Reliability and validity were tested. Maximum likelihood procedure of LISREL 8.8 was used to test the hypothesized structural equation model.

Findings

The findings indicate that the overall satisfaction in the multichannel environment is a critical determinant of customer retention and participation. The present study also develops the antecedents of multichannel satisfaction. In the multichannel environment, perceived multichannel service quality is positively related to satisfaction, while perceived channel switching difficulty is negatively related to satisfaction.

Originality/value

The present study employs the stimulus‐organism‐response (S‐O‐R) paradigm and the channel loyalty framework to better model customers' response to marketing activities in the multichannel distribution system.

Details

Managing Service Quality: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

Article
Publication date: 8 July 2014

Hung-Chang Chiu, Anurag Pant, Yi-Ching Hsieh, Monle Lee, Yi-Ting Hsioa and Jinshyang Roan

This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on…

1938

Abstract

Purpose

This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional media. Instead, they focus more on word-of-mouth marketing to reach their potential customers.

Design/methodology/approach

A 2 (high/low utilitarian message context) × 2 (high/low hedonic message context) × 2 (message source: strong/weak tie strength) × 2 (channel: e-mail/blog) between-subjects experiment was conducted. A total of 363 completed questionnaires were collected in Taiwan.

Findings

The findings are fourfold. First, the greater the tie strength between the sender and the receiver, the more actively they share information. Second, an audience is more willing to share a message with others when the message contains higher degrees of utilitarian or hedonic values. Third, those who are highly involved with the products are more willing to share information than those who are less involved. Fourth, those who access the information via blogs are more willing to share information with others.

Research limitations/implications

The first limitation pertains to the issue of external validity. Also, to maximize internal validity, hypothetical scenarios and experimental designs were used rather than actual e-mail/blog experiences as stimuli. The results of this study provide some key strategic implications for companies that are seeking to enhance a successful viral marketing campaign.

Practical implications

This study suggests there is no “one size fits all” answer. A successful viral marketing campaign is specific to individual characteristics and the approaches used.

Originality/value

The present study combines related research – including communication theory, consumer value and involvement theory – to investigate the determinants of individuals’ intentions to share marketing information.

Details

European Journal of Marketing, vol. 48 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 August 2013

Jung-Kuei Hsieh, Hung-Chang Chiu, Chih-Ping Wei, HsiuJu Rebecca Yen and Yu-Chun Cheng

– This paper aims to link academic classifications of service innovation with practical activities by firms to detail the essence of service innovation.

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Abstract

Purpose

This paper aims to link academic classifications of service innovation with practical activities by firms to detail the essence of service innovation.

Design/methodology/approach

This research employs both qualitative and quantitative analyses. The qualitative study features interviews with senior managers from 590 companies, covering nine industries in Taiwan, to gather practitioners ' perspectives on service innovation. A content analysis details specific forms of service innovation. The quantitative study provides a homogeneity test and two-sample proportions test to examine differences in service innovation perspectives/activities across organizational characteristics.

Findings

The interview data link three types of service innovations to 11 associated elements and 25 labels, derived from 659 potential service innovation incidents (550 new service concepts, 82 new service processes, and 27 new service business models). This study also shows that elements of service innovations vary by company size, service innovation experience, and industry life cycle.

Practical implications

The three types of service innovations enable businesses to benchmark and modify their current service innovation activities. Service managers can use the results of this study to develop their own service innovation strategies and concrete action plans.

Originality/value

This pioneering study links the viewpoints of academics with practical service innovation activities and empirically shows that service innovation is dissimilar, depending on various organization characteristics.

Details

Journal of Services Marketing, vol. 27 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 6 September 2022

Jui-Hung Chang, Chi-Jane Wang, Hua-Xu Zhong, Pei-Wen Chen, Ai-Jou Pan and Po-Sheng Chiu

The purpose of this study is to investigate the effects of the Perceptions of coronavirus 2019 (COVID-19) questionnaire and the Information System Success Questionnaire on…

Abstract

Purpose

The purpose of this study is to investigate the effects of the Perceptions of coronavirus 2019 (COVID-19) questionnaire and the Information System Success Questionnaire on students when using the school's COVID-19 epidemic prevention website. The study is aimed toward analyzing both questionnaires as well as evaluating an epidemic prevention website.

Design/methodology/approach

The school's COVID-19 prevention website and two questionnaires (Perceptions of COVID-19 and the Information System Success Questionnaire) are examined in order to investigate 73 students' COVID-19 perceptions. An open-ended question was used as the qualitative data to support quantitative data and evaluate a university's COVID-19 epidemic prevention website from a southern university in Taiwan.

Findings

The findings indicated that most students evaluated the school's COVID-19 website positively and were satisfied. In the open-ended questions, the majority of students rated the quality of the system positively and the need to fix some defects. Students have different COVID-19 perceptions and social distance compliance based on their current situations.

Practical implications

This study provides researchers and website developers a broader understanding of the construction of the school's COVID-19 prevention website and a better understanding of student's COVID-19 perceptions.

Originality/value

To the best of the authors' knowledge, this is the first study examining a school's epidemic prevention website, which is measured by the Information Success Questionnaire and the Perceptions of COVID-19 Questionnaire for college students.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

Article
Publication date: 27 June 2008

Yan‐Kwang Chen, Hung‐Chang Liao and Fei‐Rung Chiu

The purpose of this paper is to re‐evaluate the performance of the adaptive control charts which allow some of their design parameters to change during production…

Abstract

Purpose

The purpose of this paper is to re‐evaluate the performance of the adaptive control charts which allow some of their design parameters to change during production depending on the collected information from samples over time. Instead of employing a single performance measure (average time to signal process changes), a set of measures, associated with the inspection efficiency and effort, is taken into account in the evaluation process.

Design/methodology/approach

A multivariate analysis of variation (MANOVA) approach along with the post hoc analysis are applied to investigate the performance of different adaptive control charts based on different measures.

Findings

The findings indicate that different adaptive control charts may have different performance, depending on the measure regarded and the value of shift in process mean. In general, the VSSC, VSSI, and VSI control charts would be recommended for a process with a small, moderate, and large shift, respectively. The SS chart is still the best choice for a process with an extremely large shift.

Research limitations/implications

Up to now, the proposed procedure has been developed for the comparative analyses of adaptive charts, but it could be adjusted for other adaptive charts as well.

Originality/value

This paper provides a review of the performance of adaptive control charts from a novel perspective.

Details

International Journal of Quality & Reliability Management, vol. 25 no. 6
Type: Research Article
ISSN: 0265-671X

Keywords

Article
Publication date: 4 November 2019

Chern Sheng Lin, Chang-Yu Hung, Chung Ting Chen, Ke-Chun Lin and Kuo Liang Huang

This study aims to present an optical alignment and compensation control of die bonder for chips containing through-silicon vias and develop three-dimensional integrated…

Abstract

Purpose

This study aims to present an optical alignment and compensation control of die bonder for chips containing through-silicon vias and develop three-dimensional integrated circuit stacked packaging for compact size and multifunction.

Design/methodology/approach

The machine vision, optical alignment method and sub-pixel technology in dynamic imaging condition are used. Through a comparison of reference image, the chip alignment calibration can improve machine accuracy and stability.

Findings

According to the experimental data and preliminary results of the analysis, accuracy can be achieved within the desired range, and the accuracy is much better than traditional die bonder equipment. The results help further research in die bonder for chips containing through-silicon vias.

Originality/value

In subsequent testing of the chip, the machine can simultaneously test multiple chips to save test time and increase productivity.

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