Browsing by Author "Chieng, Ming-Hua"

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Building consumer-brand relationship: A cross-cultural experiential view
(2006-11-01)
Chang, Pao-Long
;
Chieng, Ming-Hua
;
經營管理研究所
;
Institute of Business and Management
This research aims to develop a framework of consumer-brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer-brand relationship. (c) 2006 Wiley Periodicals, Inc.
Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach
(2014-09-01)
Cheng, Li-Keng
;
Chieng, Ming-Hua
;
Chieng, Wei-Hua
;
機械工程學系
;
經營管理研究所
With the rapid development of the VR market, virtual experience has increasingly been the object of study in recent years. A growing number of studies have reported the positive effect that virtual experience can have on a user's mood and loyalty. However, few studies have investigated the influence of the mechanism of virtual experience on users' mood and loyalty. To compensate for this research gap, this study aims to evaluate consumers' virtual experience by examining the flow state in a virtual environment. A total of 368 valid questionnaires were collected, and a structural equation modeling approach was employed in the data analysis. The study reveals that forming flow involves many factors: the intrinsic characteristics of the mediated environment, the consumer's assumptions and perceptions prior to entering the flow state, the stage at which the customer enters the flow state, and the consequences of the flow experience.
Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach
(2014-09-01)
Cheng, Li-Keng
;
Chieng, Ming-Hua
;
Chieng, Wei-Hua
;
機械工程學系
;
經營管理研究所
With the rapid development of the VR market, virtual experience has increasingly been the object of study in recent years. A growing number of studies have reported the positive effect that virtual experience can have on a user\'s mood and loyalty. However, few studies have investigated the influence of the mechanism of virtual experience on users\' mood and loyalty. To compensate for this research gap, this study aims to evaluate consumers\' virtual experience by examining the flow state in a virtual environment. A total of 368 valid questionnaires were collected, and a structural equation modeling approach was employed in the data analysis. The study reveals that forming flow involves many factors: the intrinsic characteristics of the mediated environment, the consumer\'s assumptions and perceptions prior to entering the flow state, the stage at which the customer enters the flow state, and the consequences of the flow experience.