Browsing by Author "Kuo, Nien-Te"

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How a branded website creates customer purchase intentions
(2019-02-17)
Chang, Kuo-Chien
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Hsu, Chia-Lin
;
Chen, Mu-Chen
;
Kuo, Nien-Te
;
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.
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
;
Kuo, Nien-Te
;
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.
The effect of service convenience on post-purchasing behaviours
(2010)
Chang, Kuo-Chien
;
Chen, Mu-Chen
;
Hsu, Chia-Lin
;
Kuo, Nien-Te
;
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.