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This research attempts to examine the co-creation process involving Chiayi City International Band Festival (CIBF). It deploys a questionnaire survey which assesses the level of activity involvement, preference to local products, and place attachment. The questionnaire is pretested, which utilizes college students as the samples to screen the clarity of wordings covered in the questionnaire and the reliability of the study scales. Subsequently, 342 festivity attendees, who are not local residents, are invited to participate in the survey. Structural equational modeling is used to test the study hypotheses. The results show a mediating effect of co-creation between activity involvement and place attachment.

To characterise the optical performance of organic multi‐mode optical waveguides integrated with printed circuit board (PCB) and to demonstrate the feasibility of 2.5 and 10 Gbps optical interconnection in board‐level, respectively.

This paper provides both qualitative and quantitative approaches for the characterization the wave guide performance, i.e. using loss measurement, optical beam profiling, ethernet verification, and eye‐diagram testing. In addition to wave guide loss measurement, the most significance part of the work reported in this paper is to evaluate optical wave guides with coupled VCSELs, by which a 3 dB coupling design budget can thus be identified. Furthermore, by artificially manipulating coupling conditions, practical concerns of EOPCB integration, including waveguide geometry, VCSEL driving power, alignment tolerance, coupling spacing, etc. are studied.

Thermal stability studies related to PCB lamination processes show the feasibility of organic waveguides integrated to traditional PCB manufacturing. For a direct VCSEL/PD coupling scheme, a 3 dB power budget is experimentally identified. For short reach optical interconnection, 10 Gbps up to 17 cm propagation on PCB can be achieved by using 50×50 μm multi‐mode organic waveguides, where a±25 μm tolerance of optical alignment is compatible to the design rules of PCB.

The value of the paper lies in its systematic approaches to identify the waveguide performance through both qualitative and quantitative indices. The correlation between geometry design, processes, coupling conditions, and optical performance of organic waveguides explored in detail. Not only is a standard eye‐diagram test used to verify the waveguide at 2.5 and 10 Gbps bandwidth, but also a prototype of optical data‐communication on giga‐ethernet is demonstrated for long term stability. Following these analytical methods, readers can understand more about the optical performance of waveguides when designing optical interconnection for high speed electro‐optical integrated PCBs.

The purpose of this paper is threefold. First, this study seeks to provide a framework for, and endeavor to gain, an in‐depth understanding of the decision‐making process in relation to playing or not playing massively multiplayer online role‐playing games (MMORPGs) by using qualitative data from interviewing both players and non‐players. Second, it seeks to establish a better measure and model using an ethnographic decision tree model that describes the decision‐making process of internet users. Finally, for cross‐validity purposes, it aims to verify the model using quantitative data from face‐to‐face surveys of players/non‐players in an online gaming context.

A two‐phase mixed method is adopted here. During the first phase, the decision tree development phase, to capture the concerns of internet users who are facing the choice of playing MMORPGs or not, qualitative‐based procedures are used to identify decision factors and organize them into a decision tree for better understanding a research problem. In the second phase, the decision tree verification phase, to test the predictive capability of the composite model, a quantitative‐based survey instrument, which represents the decision criteria identified in the first phase, is adopted for data collection and analysis.

The results revealed that 14 criteria, formulated as a decision tree, were identified in the model‐building phase. In the model‐testing phase, 137 decision processes were successfully predicted and 17 predictive pathways led to a decision against the factual, giving a predictive rate of 89 per cent.

The study bridges the gap between the research in online games and in decision making. At the theoretical level, the decision tree model can provide a more comprehensive and in‐depth explanation of the online games‐playing phenomenon. In practice, marketers can easily become aware of the user considerations and identify exactly what needs to be done to fulfil users' criteria for playing MMORPGs. And, from a methodological standpoint, a mixed method can help researchers improve techniques used in study for building more predictive models.

The purpose of this study is to investigate the relationships between tourists’ motivation, experience, perceived value and revisit intentions to creative tourism destinations. The ever-growing concept of creativity has been introduced into the tourism field. Creative tourism has been viewed as a strategy to regenerate destinations physically, culturally and socially. To develop tourism products and provide services that integrate the concept of creativity to satisfy tourists’ needs by developing a more active and long-lasting form of experience, this study aims to examine tourist consumption psychology in the context of creative tourism destinations. Past studies have identified motivation, perceived value and experience as three major antecedents affecting tourists’ revisit intentions.

The empirical study was carried out in three popular creative tourism spots, Meinong, Shuili and Yingge, located, respectively, in the north, middle and south Taiwan. These creative tourism sites provide pottery, crafts, arts, workshops and other creative activities that integrate authentic local culture to engage tourists with fulfilling and meaningful experiences. The on-site survey was conducted on both weekdays and weekends during March 2012. Self-administrated questionnaires were distributed to participants who were systematically selected at the main gate of the study areas. In total, 417 questionnaires were collected.

The results indicated that on-site tourism experience was the most influential antecedent of revisit intention to creative tourism sites in terms of the magnitude of the standardized coefficient. The unique variances of motivation factors and perceived value were too small to be statistically significant to explain revisit intentions. The present study contributes to the ever-increasing tendency for creative industries in Taiwan to develop creative tourism products and services that encompass authentic local culture and art in enhancing tourist experience.

For business operators, this study suggests that if owners of creative destinations would like to attract repeat tourists, the tourists’ experiences are surely critical in developing service blueprints to meet the needs and wants of customers; they should pay more attention to understanding what tourists experience when they visit creative tourism attractions.

Customer satisfaction in the banking industry has long been measured as a function of service quality by using a variation of the SERVQUAL instrument. The purpose of this paper is to build a broader understanding of the determinants of customer satisfaction throughout the financial services industry by incorporating the perceptions of fairness in service delivery (FAIRSERV) and outlining why and how FAIRSERV is important to customer satisfaction.

The authors conduct a cross‐sectional questionnaire survey, including samples of 420 customers from the financial services industry in Taiwan. PLS‐Graph is used to evaluate the measures of reliability as well as validities, and to test the hypotheses.

The results show that fair service not only has a significant impact on customer satisfaction, but also plays a role equivalent to service quality in determining customers’ trust and perceived value, which in turn lead to customer satisfaction.

The impact of FAIRSERV on customer satisfaction should be emphasized. Future studies examining the impact of service quality on customer satisfaction should incorporate the concept or instruments of fair service as a major contributor.

The results imply that financial institutions must carefully implement policies and practices to ensure that perceptions of fairness are propagated throughout the organization.

The paper proposes a complementary component to service quality in determining the perceived value and satisfaction. The paper emphasizes the significance of fairness on service, and provides additional insights into the impacts of FAIRSERV on customer satisfaction.