Browsing by Author "Hsu, Chia-Lin"

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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.
An empirical analysis of the antecedents of e-satisfaction and e-loyalty: focusing on the role of flow and its antecedents
(2013-06-01)
Hsu, Chia-Lin
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Wu, Cou-Chen
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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
Many previous studies have identified that flow is a constructive construct for explaining consumer behaviors in the context of computer-mediated environments. Success in websites is dependent on their ability to create opportunities for consumers to experience flow. However, relatively little research has been conducted to understand how that flow forms (i.e., antecedents of flow) and impacts subsequently (i.e., consequences of flow). Thus, this research contributes in integrating the technology acceptance model (TAM), flow theory, and regulatory fit theory to investigate the unique role of flow for understanding the antecedents and consequences of flow. The results showed that perceived ease of use, perceived usefulness and regulatory fit exhibited significant positive effects on flow, and additionally the results indicated that regulatory fit has the strongest effect on flow. The results also confirmed that flow, perceived ease of use and perceived usefulness significantly affect e-satisfaction, which in turn affects e-loyalty, and additionally the results indicated that flow is the strongest determinant of e-loyalty. Important implications of these findings are discussed and directions for future research are also provided.
Analyzing inaccurate artifact usages in a workflow schema
(2006)
Wang, Feng-Jian
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Hsu, Chia-Lin
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Hsu, Huin-Jen
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資訊工程學系
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Department of Computer Science
There are many works done and successful results for workflow, but few researchers work in artifact analysis. A workflow execution may fail because of incorrect structures, or resource conflict. It might also fail due to inaccurate artifact manipulation e.g., inconsistency between data flow and control flow, contradictions between artifact operations.... etc. This paper identifies six types of artifact inaccuracy impacting on workflow execution. Moreover, algorithms to detecting artifact inaccuracies in workflow specifications are demonstrated.
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 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 Quality Function Development to Develop the Home Delivery Service Model for Specialty Foods in Traditional Market
(2012-01-01)
Chen, Mu-Chen
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Hsu, Chia-Lin
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Lee, Ying-Yi
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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
Although a few studies have been done to investigate the issue of new service development (NSD) in an emerging market, it is deficiency in the development of home delivery service (HDS) for specialty foods in traditional market. Thus, this study takes a Taiwan\'s HD companies as a subject and uses quality function deployment (QFD) to develop the home delivery service model based on NSD model. In the area of voice of customer (VOC), the results reveal that e-shoppers put emphasis on the security of personal information and trading mechanism. As for HDS for specialty foods in traditional market, customers pay attention to the speed of delivery service, freshness of foods and quick responses from HD companies when any problems happen during delivery. Furthermore, in the area of voice of engineering (VOE), the main suggestions for improvement are training staff, setting up a brand, and strengthening system effectiveness and information safety.
Elucidating the determinants of purchase intention toward social shopping sites: A comparative study of Taiwan and Japan
(2017-07-01)
Hsu, Chia-Lin
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Chen, Mu-Chen
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Kikuchi, Kazuo
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Machida, Ippei
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運輸與物流管理系註：原交通所+運管所
As the market potential of social shopping is increased by social networking sites (SNSs), the social shopping research can be interesting and valuable for social shopping firms to clearly understand the determinants affecting consumers' purchase intention toward social shopping sites (SSSs). The objectives of this study are to examine consumers' purchase intention toward a target SSS in different countries and to understand these differences from a cross-cultural perspective. In order to explore the cross-cultural differences in consumers' purchase intention toward a target SSS, we propose an analytic framework that consists of website quality (i.e. system, information, and service quality) and relationship quality (i.e. satisfaction, commitment, and trust) that the SSS provides. To identify the determinants of purchase intention of SSS, large-scale online surveys were conducted in Taiwan and Japan simultaneously with the same questionnaire. Results show that perceptions of the two types of quality for a target SSS are significantly different between Taiwan and Japan, and effects of the quality types on the degree of purchase intention derived from the SSS also vary across the two countries. This paper ends with a discussion and limitations of the study results, as well as future research directions. (C) 2016 Elsevier Ltd. All rights reserved.
Ensuring the quality of e-shopping specialty foods through efficient logistics service
(2014-01-01)
Chen, Mu-Chen
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Hsu, Chia-Lin
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Hsu, Chih-Ming
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Lee, Ying-Yi
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運輸與物流管理系註：原交通所+運管所
The complementary effect produced by e-commerce integrated with home delivery service creates tremendous opportunities. These opportunities enable marketers to develop new services, allowing online shoppers to not only shorten their order cycle time but also allowing them multiple options to satisfy their shopping desires. Some studies have been performed to examine the issue of new service development (NSD) in an emerging market, but research is lacking on the development of home delivery services (HDS) for specialty foods from traditional markets. This study analyzes a Taiwan's home delivery company and uses an NSD model and quality function deployment (QFD) to develop a home delivery service model. In the voice of customer (VOC) area, the results reveal that online shoppers emphasize the security of personal information and trading mechanisms of that information. As for HDS for specialty foods from traditional markets, online shoppers focus on the speed of the delivery service, the freshness of the foods and quick responses from HD companies when problems occur during delivery. Furthermore, in the voice of engineering (VOE) area, the main suggestions for improvement are training staff, setting up a brand, and strengthening system effectiveness and information safety.
Explaining consumer attitudes and purchase intentions toward organic food: Contributions from regulatory fit and consumer characteristics
(2014-07-01)
Hsu, Chia-Lin
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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
This study examines the influence of regulatory fit on consumer attitudes and purchase intentions toward organic food and describes the moderating role of consumer characteristics. To this end, hypotheses have been developed and subjected to empirical verification using a survey. The survey results, obtained in Taiwan, provide reasonable support for the hypotheses. Specifically, the findings from the analysis of variance confirm that the occurrence of a regulatory fit leads to a more positive attitude and a greater intention to purchase organic food than when no regulatory fit occurs. Furthermore, the findings from both moderated regression analysis and simple slope analysis show that the relationships between regulatory fit and both attitude and purchase intention are moderated by consumer characteristics (i.e., trust propensity and self-confidence). Based on the findings, academic and practical implications are discussed. (C) 2014 Elsevier Ltd. All rights reserved.
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 does gamification improve user experience? An empirical investigation on the antecedences and consequences of user experience and its mediating role
(2018-07-01)
Hsu, Chia-Lin
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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
Given the growing commercial importance of the "user experience", better application of gamification. Thus, this study aims at exploring the antecedents and consequences of user experience and its mediating role in an online gamification context. Specifically, this study uses structural equation modeling to test the causal relationships among perceived mobility, utilitarian and hedonic features, user experience, perceived benefits (self benefit and social benefit), types of perceived value (information value, experiential value, social value, and transaction value), and brand equity (perceived quality, brand loyalty, brand associations, and brand trust) in an online gamification context. Results show that perceived mobility has a significant impact on utilitarian and hedonic features, while perceived mobility and utilitarian and hedonic features influence user experience, which in turn, affects perceived benefits, types of perceived value, and brand equity. Additionally, the mediating effect of user experience is also confirmed in this study. In summary, the findings of this study can help website managers improve their users' perception of benefits, value, and brand equity more effectively and act as a guide to research and development (R&D) of gamification to obtain competitive advantage in the online context.
How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love
(2018-11-01)
Hsu, Chia-Lin
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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
Gamification is increasingly applied as a design strategy when improving various behavioral outcomes in the online retailing domain. Understanding the attributes of gamification marketing activities (GMAs) is critical for successful gamification, but perceived experience derived from the attributes of GMAs and its influence on desirable consumer behaviors have not been addressed so far in gamified online retailing studies. Thus, this paper aims to examine the relationships among GMAs' experience, value, satisfaction, brand love, and desirable consumer behaviors. To test these relationships in the research model, we developed a study using a sample of 242 online bookstore customers, and found that the experience of GMAs has a significant and positive effect on hedonic value and utilitarian value. The findings also confirm that hedonic value and utilitarian value significantly affect satisfaction and brand love. Finally, our results confirm that satisfaction has a significant and positive effect on brand love, and in turn, on desirable consumer behaviors (i.e., brand loyalty, positive word-of-mouth, and resistance to negative information). The findings of this study can permit online retailing companies to predict the future behaviors of their customers more exactly and guide their management of assets and gamification marketing activities.
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.
How social shopping retains customers? Capturing the essence of website quality and relationship quality
(2018-01-01)
Hsu, Chia-Lin
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Chen, Mu-Chen
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Kumar, Vikas
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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
Social shopping as a result of the advancement of social media applications is increasing considerably in e-commerce. As a consequence of the multifaceted phenomenon of social shopping, website managers encounter a lot of challenges in providing their quality website experience to satisfy their customers' needs and in developing relationships among participants, and community. In short, providing excellent quality website experience is crucial to support online customers. Therefore, it is necessary to offer further theoretical conceptualisations as well as detailed empirical evidence for such phenomena in which social shopping is supported and enabled. Thus, this paper attempts to investigate the factors affecting purchase intention of social shopping including two constructs: website quality (i.e. system, information, and service quality) and relationship quality (i.e. satisfaction, commitment, and trust). Additionally, we aim to identify the mediating roles of commitment and trust. The empirical results show that the perceived system and service quality are important antecedents of customer satisfaction, but not for the effect of perceived information quality on customer satisfaction. Furthermore, it shows that customer satisfaction significantly influences commitment, trust, and purchase intention, and trust in turn significantly affects commitment. Our empirical results confirm that commitment and trust partially mediate the relationship between satisfaction and purchase intention in social shopping context.
How Transportation Service Quality Drives Public Attitude and Image of a Sustainable City: Satisfaction as A Mediator and Involvement as A Moderator
(2019-12-01)
Chen, Mu-Chen
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Hsu, Chia-Lin
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Chen, Mu-Ming
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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
This study highlights transportation service quality (including that of the core transportation service and the physical environment of transportation) and investigates its impact on satisfaction as well as attitude toward and image of a sustainable city. Additionally, this study also addresses the mediating role of satisfaction in the relationships between transportation service quality, and both attitude toward and image of a sustainable city, as well as the moderating role of involvement in the links between satisfaction and this attitude and between satisfaction and this image. The findings confirm that both core transportation service and the physical environment of transportation significantly and positively influence satisfaction and, in turn, significantly and positively influence attitude toward and image of a sustainable city. Satisfaction also plays a mediating role in the links between transportation service quality and this attitude and image. In addition, the effect of satisfaction on attitude toward and image of a sustainable city becomes greater as the level of involvement increases.
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.
Indicator Products for Observing Market Conditions and Game Trends in MMOG
(2017-01-01)
Hsu, Sheng-Yi
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Hsu, Chia-Lin
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Jung, Shing-Yun
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Sun, Chuen-Tsai
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交大名義發表
Complex economic phenomena require significant time and effort to make observations and collect data. Inspired by the concepts of indicator species and the Big Mac index, in this paper we propose a novel and intuitive market concept, indicator products, for analyzing purchase decisions that are made on a regular basis, and for helping online game designers and researchers to observe player behaviors and market conditions. Blizzard Entertainment's World of Warcraft is used to show how indicator products can be identified. We discuss the common features that indicator products share, as well as associated player behaviors.