Browsing by Author "Chang, Kuo-Chien"

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Adopting the Extension of UTAUT Model to Investigate the Determinants of e-book Adoption
(2014-01-01)
Hsu, Chia-Lin
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Chen, Mu-Chen
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Lin, Yu-Hsiang
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Chang, Kuo-Chien
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Hsieh, Ai-Yun
This study aims to examine the key factors affecting users' adoption of e-book by an extension of unified theory of acceptance and use of technology (UTAUT) with environment concern, perceived benefit, and benevolence trust. 343 samples of data were analyzed using a structural equation modeling (SEM). Results showed that user's adoption of e-book is significantly determined by all of the factors.
Applying a Kansei engineering-based logistics service design approach to developing international express services
(2015-01-01)
Chen, Mu-Chen
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Chang, Kuo-Chien
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Hsu, Chia-Lin
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Xiao, Jia-Hau
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運輸與物流管理系註：原交通所+運管所
Purpose - To obtain a competitive advantage in the logistics market, international express companies should design services to stimulate customers\' usage intention by understanding customers\' affective perceptions (or in Japanese, Kansei) of the service offerings. Thus, the purpose of this paper is to analyze the relationships among the service elements of international express, customer Kansei perceptions, and intentions to use the service, to provide new ideas for the design of international express services (IESs). Design/methodology/approach - By using Kansei engineering approach, customers\' Kansei perceptions related to elements of IES are first determined, and the logistic regression technique is then used to analyze three constructed models based on the relationships among the service elements of international express, customers\' Kansei perceptions, and usage intention. Findings - Accordingly, five critical service elements that correspond to four vital Kansei words related to usage intention were obtained based on cross-comparisons of the results of three models. The findings have important implications for international express managers, in that the priorities in designing services should be those service elements that favorably elicit certain Kansei perceptions among customers and effectively lead to customers\' usage intention in the pre-purchase phase. Moreover, some important missing Kansei perceptions further derived from customers\' real service experiences in the post-purchase stage should be incorporated into future design considerations. Originality/value - This study incorporated customers\' Kansei perceptions into the procedure of IES design. By understanding the service elements and feelings that customers deem important, international express companies can improve the content of existing services and strengthen the design of new services to increase customers\' behavioral intentions.
Applying big data analytics to support Kansei engineering for hotel service development
(2019-02-04)
Chen, Mu-Chen
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Hsiao, Yu-Hsiang
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Chang, Kuo-Chien
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Lin, Ming-Ke
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運輸與物流管理系註：原交通所+運管所
Purpose Leisure and tourism activities have proliferated and become important parts of modern life, and the hotel industry plays a necessary role in the supply for and demand from consumers. The purpose of this paper is to develop guidelines for hotel service development by applying a service development approach integrating Kansei engineering and text mining. Design/methodology/approach The online reviews represent the voice of customers regarding the products and services. Consumers' online comments might become a key factor for consumers choosing hotels when planning their tourism itinerary. With the framework of Kansei engineering, this paper adopts text mining to extract the sets of Kansei words and hotel service characteristics from the online contents as well as the relationships among Kansei words, service characteristics and these two sets. The relationships are generated by using link analysis, and then the guidelines for hotel service development are proposed based on the obtained relationships. Findings The results of the present research can provide the hotel industry a comprehensive understanding of hotels' customers opinions, and can offer specific advice on how to differentiate one's products and services from competitors' in order to improve customer satisfaction and increase hotels' performance in the end. Finally, this study finds out the service development guidelines to meet customers' requirements which can provide suggestions for hotel managers. The implications both for academic and industry are also drawn based on the obtained results. Originality/value Now, in the internet era, consumers can comment on their hotel living experience directly through the internet. The large amount of user-generated content (UGC) provided by consumers also provides chances for the hospitality industry to understand consumers' opinions through online review mining. The UGC with consumers' opinions to hotel services can be continuously collected and analyzed by hoteliers. Therefore, this paper demonstrates how to apply the hybrid approach integrating Kansei engineering and online review mining to hotel service development.
Applying Kansei engineering to design logistics services - A case of home delivery service
(2015-07-01)
Chen, Mu-Chen
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Hsu, Chia-Lin
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Chang, Kuo-Chien
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Chou, Man-Chi
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運輸與物流管理系註：原交通所+運管所
Home delivery service (HDS) has grown fast in recent years because more and more customers engage in Internet and television shopping. Moreover, due to the rising competition in the HDS sector, service providers need to put more concentration on the continual improvement and differentiation of service to maintain the competitive advantage. After experiencing the current services, customers are always expecting the new ones. Thus, the idea of new service design never ends. Designers always have to insight into the real feelings of customers so that they could design the new service, which is able to meet customers\' expectation. Kansei engineering is a means to transform real voices of customers into the product and service design. This method is able to quantify the relationship between feelings represented by simple words and design elements. In this study, the Partial Least Square (PLS) is used to analyze the relationships between the real feelings of customers and characteristics of HDS. Finally, this study combines those characteristics, which are strongly related to important feelings, to obtain the original idea of new design of HDS. Relevance to industry: As stated in this abstract, our study offers an exemplification on applying Kansei engineering to design service in service industries. Specifically, along with the application of Kansei engineering, the research findings offer a technique for service design of service industries. (C) 2015 Elsevier B.V. All rights reserved.
Applying loss aversion to assess the effect of customers' asymmetric responses to service quality on post-dining behavioral intentions: An empirical survey in the restaurant sector
(2010-12-01)
Chang, Kuo-Chien
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Chen, Mu-Chen
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Hsu, Chia-Lin
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Using the loss aversion concept, this paper attempts to investigate the relationship between service quality and customers' post-dining behavioral intentions in the restaurant sector. Incorporating the DINESERV instrument, the results gained from a Chinese chain restaurant indicate that a decrease in service quality from the reference point (customer's expectation) will decrease the perceived service value and customer satisfaction, but that an increase in service quality may not have significant effects on these two behavioral constructs. Moreover, the behavior-related causal relationships underlying service quality suggest that perceived service value and attitudinal loyalty succeed in acting as mediating variables within the model. (C) 2009 Elsevier Ltd. All rights reserved.
Applying loss aversion to investigate service quality in logistics A moderating effect of service convenience
(2010)
Hsu, Chia-Lin
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Chen, Mu-Chen
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Chang, Kuo-Chien
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Chao, Chuang-Min
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運輸與物流管理系註：原交通所+運管所
Purpose - Using the concept of loss aversion, this paper aims to investigate the relationship between service quality and customer loyalty in the home delivery industry. The second purpose of this paper is to investigate the moderating effect of service convenience in the relationship between service quality and customer loyalty. Furthermore, this paper attempts to demonstrate the existence of a moderating effect either on the service quality loss (SQLOSS)-customer loyalty link, or on the service quality gain (SQGAIN)-customer loyalty link, or on both. Design/methodology/approach - In this paper, the research model and hypotheses are constructed through a literature review. Data are collected by a questionnaire survey, and the adapted SERVQUAL scale is taken as the measurement instrument. Structural equation modeling is adopted to confirm the above relationships. Findings - From the results come the finding that a loss in service quality has a greater effect on customer loyalty than that of a SQGAIN in the home delivery industry. This paper also proves that the relationship between service quality and customer loyalty is moderated by service convenience. Originality/value - This paper demonstrates the effect of asymmetric response of service quality on customer loyalty.
Applying the Kano model and QFD to explore customers' brand contacts in the hotel business: A study of a hot spring hotel
(2011)
Chang, Kuo-Chien
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Chen, Mu-Chen
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Brand contacts are a variety of elements about how customers come into contact with a brand and how they communicate their values about it to other potential customers. For the sake of cost and efficiency, brand contacts can be investigated not only from a customer perspective but also from that of the service provider. This paper thus attempts to integrate the Kano model and quality function deployment (QFD) to explore brand contact elements. The results gained from an empirical study of a hot spring hotel indicate that customers' perceptions about contact elements are mostly classified into one-dimensional and must-be attributes by the Kano model. The proposed approach contributes to the creation of attractive contact elements that have an enormous potential to further increase customer satisfaction and differentiate competitors. Moreover, along with the 10 technical characteristics obtained by the integrated approach, the customers' contact experiences are displayed through the brand contact priority grid, both of which provide references for future hotel business development. Lastly, atmosphere-oriented brand contacts dominate customers' brand perceptions more than others, in that they lessen customers' sense of risk and uncertainty toward product/service offerings. A discussion of the findings including managerial implications is also presented in this paper.
Flow Experience and Internet Shopping Behavior: Investigating the Moderating Effect of Consumer Characteristics
(2012-05-01)
Hsu, Chia-Lin
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Chang, Kuo-Chien
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Chen, Mu-Chen
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Researchers have recognized that flow is a constructive construct for elucidating consumer behavior in the context of computer-mediated environments. Accordingly, this paper endeavours to investigate the relationship between flow experience and Internet shopping behavior to which the moderating role of consumer characteristics (trust propensity, willingness to buy and self-confidence) is concerned. Data collected from 395 customers of an online shopping store provide support for the proposed research model. The results show that flow experience is significantly and positively related to Internet shopping behavior (continuance intention, purchase intention and impulsive buying). In addition, it also suggests that the relationship between flow experience and Internet shopping behavior is moderated by consumer characteristics. Specifically, when the extent of a customer's trust propensity, willingness to buy or self-confidence is relatively high, the influence of flow experience on Internet shopping behaviors is maximized. According to the findings, the implications and future research suggestions are provided. Copyright (c) 2011 John Wiley & Sons, Ltd.
How a branded website creates customer purchase intentions
(2019-02-17)
Chang, Kuo-Chien
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Hsu, Chia-Lin
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Chen, Mu-Chen
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Kuo, Nien-Te
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運輸與物流管理系註：原交通所+運管所
This paper aims to investigate whether customers' perceptions of the quality and brand equity of a branded website affect purchase intentions, and to explore the mediating effects of trust and perceived risk in this relationship. Links between purchase intention and both trust and perceived risk, moderated by electronic word of mouth (eWOM), are also examined. A research model for testing relationships among these constructs based on the stimulus-organism-response (S-O-R) framework is outlined. A statistical analysis of the collected questionnaires was computed from the website of a target chain restaurant in Taiwan (T.G.I. Friday's). Structural equation modelling (SEM) was used to examine the hypothesised relationships among the variables. The findings confirm that potential customers' perceptions of both the quality and brand equity of a branded website affect their trust and perceived risk, and, in turn, their purchase intentions. This study also reveals the existence of a moderating effect of eWOM on the links between both trust and perceived risk and purchase intentions. Based on the findings, the implications are discussed, and directions for future research are highlighted.
How green marketing, perceived motives and incentives influence behavioral intentions
(2019-07-01)
Chang, Kuo-Chien
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Hsu, Chia-Lin
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Hsu, Ya-Ti
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Chen, Mu-Chen
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運輸與物流管理系註：原交通所+運管所
This study contributes to exploring the effects of regulatory fit with green marketing messages on consumer behavioral intentions by examining the moderating roles of perceived motives of green initiatives and perceived incentive mechanisms. Experiment 1 explores the effects of regulatory fit and non-fit on behavioral intentions in terms of the different types of green marketing messages. Experiment 2 explores the moderating effect of perceived different motives of green initiatives on the link between promotion/prevention regulatory fit and behavioral intentions. Additionally, Experiment 3 examines the moderating effect of perceived different incentive mechanisms on the relationship between promotion/prevention regulatory fit and behavioral intentions. Based on these findings, theoretical and managerial implications are discussed.
Identifying Critical Brand Contact Elements of a Tourist Destination: Applications of Kano's Model and the Importance-satisfaction Model
(2012-05-01)
Chang, Kuo-Chien
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Chen, Mu-Chen
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Hsu, Chia-Lin
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
A destination brand comprises brand elements that lead tourists to form a brand impression of a destination. Based on a literature review, this study contributes to a model for exploring tourist destination brand contact experiences. The results from applying Kano's model and the importancesatisfaction model to a specific hot spring destination indicate that four types of contact elements can be identified as having different quality attributes. The contact elements related to staff's service efficiency, attitude and willingness of serving customers are identified as the critical brand contact elements for the tourist destination. Copyright (C) 2011 John Wiley & Sons, Ltd.
Integrating loss aversion into a technology acceptance model to assess the relationship between website quality and website user's behavioural intentions
(2012)
Chang, Kuo-Chien
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Chen, Mu-Chen
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Hsu, Chia-Lin
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Kuo, Nien-Te
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運輸與物流管理系註：原交通所+運管所
Incorporating the loss aversion concept into the technology acceptance model (TAM), this paper endeavours to investigate the relationship between website quality and website user's behavioural intentions in the travel agency sector. A statistical analysis of the collected questionnaires was computed based on the 1279 usable responses from the selected websites of travel agencies. Structural equation modelling is the essential analysis methodology used to examine the hypothesised relationships among the variables. Joining the loss aversion concept, the results indicate that a decrease in website quality from the website user's expectation will decrease the perceived use of ease and usefulness towards the website and then influence website user's behavioural intentions, but that an increase in website quality has no significant effects on these two TAM constructs. The results also suggest that perceived ease of use, perceived usefulness, and attitude are acting as important mediators within the model. This study demonstrates the effect of asymmetric response of website quality on website user's behavioural intentions. A discussion of the findings including managerial implications is also presented in this paper.
Investigating the determinants of e-book adoption
(2017-01-01)
Hsu, Chia-Lin
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Lin, Yu-Hsiang
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Chen, Mu-Chen
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Chang, Kuo-Chien
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Hsieh, Ai-Yun
Purpose - The purpose of this paper is to examine the key factors that affect users' adoption of e-books using an extension of the unified theory of acceptance and use of technology (UTAUT) that includes the following factors: environmental concerns, perceived benefits, and benevolence trust. Design/methodology/approach - The authors analyzed survey responses from 343 participants using structural equation modeling to examine the hypothesized relationships in this research model. Findings - The results show that users' adoption of e-books is determined by performance expectancy, effort expectancy, social influence, facilitating conditions, environmental concern, perceived benefit, and benevolence trust. Research limitations/implications - The authors restricted this study to consumers' adoption of e-books. Further studies could examine consumer's adoption of other mediums, such as cutting-edge information technologies. Practical implications-The results suggest that marketers should consider altering their methods of promoting e-books to attract consumers and further affect their usage intention. Originality/value - This study proposes and tests an extended UTAUT model that includes the additional factors of environmental concern, perceived benefit, and benevolence trust in order to examine the influence of these factors on e-book adoption. The findings are particularly useful for assisting managers to increase e-book adoption.
Investigating the impacts of guanxi and relationship marketing in port logistics: two cases
(2018-12-01)
Chen, Mu-Chen
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Chang, Kuo-Chien
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Hsu, Chia-Lin
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De Leon, German Alcibiades Vega
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運輸與物流管理系註：原交通所+運管所
This study explores the differential impacts of guanxi and relationship marketing, both at the interpersonal and interorganisational level, within the port logistics industry. We compare the effects of these two marketing approaches on outcome variables to elucidate managerial implications for logistics firms conducting cross-cultural business. The PLS-SEM method is used to analyse data from a survey of logistics companies in Taiwan and Panama. In both countries, interpersonal relationships engender significant effects on interorganisational relationships, and firm performance has significant effects on firm loyalty. As regards the determinants of supply-chain effectiveness and firm performance, we show that interpersonal relationships play a more important role in Taiwan, while interorganisational relationships have more weight in Panama. In other words, Asian companies focus on guanxi marketing at the personal level, while Latin American ones focus on relationship marketing at the interorganisational level. These findings and consequent knowledge can help companies conducting business in Asia and Latin America to adapt to counterpart's cultural business practices.
The Basis for Service Quality of Home Delivery: Service Convenience
(2008)
Chen, Mu-Chen
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Chang, Kuo-Chien
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Hsu, Chia-Lin
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Yang, I-Ching
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運輸與物流管理系註：原交通所+運管所
With the increase of varying consumption habits as well new economic and technological developments, one thing is clear: the need for home delivery services. Though the issue of home delivery has gradually gained attention in recent years as a way to satisfy customers' needs and to acquire competitive advantage, little research. has focused on clarifying the relationship between service quality and customer satisfaction in the home delivery industry. By applying Kano model, this study attempts to investigate the categorization of home delivery quality elements derived from service convenience model and their impact on customer satisfaction. The results confirm that customers' perception of home delivery service elements are classified into one-dimensional and must-be attributes by Kano model, while this study contributes to the creation of attractive elements that significantly affect the customer satisfaction and owning an enormous potential to further differentiate competitors. Finally, the managerial implications of these findings are explored.
The effect of service convenience on post-purchasing behaviours
(2010)
Chang, Kuo-Chien
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Chen, Mu-Chen
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Hsu, Chia-Lin
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Kuo, Nien-Te
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運輸與物流管理系註：原交通所+運管所
Purpose - This paper attempts to investigate the casual relationships among service convenience, perceived service value, perceived service guarantee strength, customer satisfaction, and loyalty. Although previous studies have addressed the importance of these variables, the understanding of the mediating effect of customer-perceived service value and the moderating effect of customer-perceived service guarantee strength on customer post-purchasing behaviours still remain key issues. Design/methodology/approach - A statistical analysis of the collected questionnaires was computed based on the 498 usable responses from the four branches of the selected Chinese chain restaurant. Structural equation modelling is the essential analysis methodology used to examine the hypothesised relationships among the variables. Findings - Analysis confirms that customer satisfaction is positively influenced by service convenience, whereas customer loyalty is positively influenced by customer satisfaction. Furthermore, customer satisfaction is indirectly influenced by service convenience through perceived service value. Finally, another key finding is the relationship between service convenience and customer satisfaction, which is stronger for customers who perceive high service guarantee strength than for those who perceive low service guarantee strength. Originality/value - The study contributes to a conceptual model that, reflecting the mediating role of customer-perceived service value and the moderating role of customer-perceived service guarantee strength, indicates the effect of service convenience on customers' post-purchasing behaviours.
The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators
(2012-12-01)
Hsu, Chia-Lin
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Chang, Kuo-Chien
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Chen, Mu-Chen
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
The purposes of this study are to examine whether perceived playfulness and perceived flow would mediate the relationships among website quality, customer satisfaction, and purchase intention, as well as to assess the degree of reciprocity between perceived playfulness and perceived flow in an online travel agency context. This study suggested a research framework for testing the relationships among the constructs based on the stimulus-organism-response framework. In addition, this study developed a non-recursive model. After validating the measurement scales, empirical analyses were conducted using structural equation modelling. The findings confirm that website quality affects customers' perceived playfulness and perceived flow, and in turn, would influence their satisfaction and purchase intention. Notably, this study finds that the service quality is more important than information and system quality in influencing customer satisfaction and purchase intention. Furthermore, the study reveals that the relationship between perceived playfulness and perceived flow is reciprocal. Based on the findings, the implications are discussed in the paper and directions for future research are also highlighted.