Browsing by Author "Chang, Chiao-Chen"

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Predicting information-seeking intention in academic digital libraries
(2009)
Chang, Chiao-Chen
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Lin, Chia-Yen
;
Chen, Yu-Chin
;
Chin, Yang-Chieh
;
管理科學系
Purpose - The purpose of this paper is to examine and predict users' information-seeking intention regarding academic digital library services, using the theory of reasoned action (TRA) and the theory of planned behavior (TPB). Design/methodology/approach - Data are collected from 224 Taiwanese undergraduate and graduate students to assess the influence of attitude, subjective norm, and perceived behavioral control on the intention to seek information in an academic digital library. The results of structural equation model-fitting analyses show that the TPB is better than the TRA in predicting the information-seeking intention in an academic digital library. Findings - Specially, the empirical results indicated that perceived behavioral control is a better predictor of behavioral intention than is attitude or subjective norm. Research limitations/implications - This paper assessed self-reported information-seeking intention as part of the survey and, as a result, could have introduced inaccuracies. Practical implications - The findings of the paper will help academic digital libraries to address the key factor which influences users' intention to seek information and to intensify their performance to meet user needs. Originality/value - Although the nature of the user experience in the digital environment appears to be quite different from the experience of looking through archival boxes or folders, research on the use of academic digital library services is scarce - particularly regarding user intention in the process of seeking information. The TRA and TPB are novel and usable in explaining the intention of online users to seek information, and these findings may be generally applicable to academic digital libraries and users.
Recommendation sources on the intention to use e-books in academic digital libraries
(2010)
Lin, Chiun-Sin
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Tzeng, Gwo-Hshiung
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Chin, Yang-Chieh
;
Chang, Chiao-Chen
;
管理科學系
Purpose - Few library studies have investigated recommendation classifications for e-book (electronic book) usage, while none have directly compared what recommendation sources (word-of-mouth, advertising, and expert recommendation) might influence e-book usage intentions. To fill this gap in the literature, the main purposes of this study are to: examine how users perceive the influence of recommendations on the intention to use e-books for academic purposes; and to measure the level of the perception of trust and perceived risk when users receive e-book recommendations from peers, advertisers, and experts. Design/methodology/approach - Data for this study were collected from 382 academic digital library users between the ages of 18 and 25. A multiple regression analysis was then conducted to identify the key causal relationships. Findings - The comparison of three recommendation sources (word-of-mouth, advertising, and expert recommendations) revealed that word-of-mouth (WOM) played a more important role than other recommendations in determining the intention to use e-books in an academic digital library. In addition, enhancing the perceived trust and reducing the risk towards the use of e-books can mediate the relationship between recommendation sources and the behavioural intentions to use e-books. Research limitations/implications - This study assessed self-reported behavioural intention as part of its survey and, as a result, could have introduced unintentional inaccuracies. Practical implications - Librarians should emphasise e-book advantages (e.g. easy searching, easily accessible index) to get positive recommendation if users follow all of the recommendations of the source. They can also create online discussion forums to provide usage intention discussions, which can influence users' perceptions of trust and risk and increase the willingness of potential users to read e-books. Originality/value - Little has been written on the intentions of using e-books. Therefore, this conceptual model is novel. This model is also useful in explaining how recommendations stimulate the intentions of using e-books by enhancing the perceived trust and reducing the perceived risk; these findings may generally be applicable to librarians, current users, and potential users.
THE ROLE OF PERSONALITY TRAITS IN ONLINE CONSUMER COMPLAINT BEHAVIOR AND SERVICE RECOVERY EXPECTATION
(2008)
Huang, Jen-Hung
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Chang, Chiao-Chen
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管理科學系
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Department of Management Science
To date, the literature on service failure and recovery has tended to be focused on bricks-and-mortar stores. In this study the relationships among service failures, consumer complaint behaviors, and service recovery expectations in an online setting were investigated. Data were collected from 252 respondents in a questionnaire survey. Results of multiple regression analysis show that personality traits in terms of Type A and locus of control may moderate the relationships among e-service failures, consumer complaint behaviors, and service recovery expectations. When e-service failures occur, Type A and internally oriented consumers engage in aggressive complaint behaviors and expect high service recovery efforts. Conversely, Type B and externally oriented consumers tend to tolerate e-service failures and refrain from complaining. Finally, theoretical and managerial implications are discussed.