Browsing by Author "Lu, Mingying"

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Click "Like" on Facebook: The Effect of Customer-to-customer Interaction on Customer Voluntary Performance for Social Networking Sites
(2017)
Hu, Kai-Chieh
;
Lu, Mingying
;
Huang, Feng-Yi
;
Jen, William
;
運輸與物流管理系註：原交通所+運管所
Social networking sites, such as Facebook, are becoming a prevalent form of communication between people. Despite the enormous popularity of clicking the like button on Facebook, little research has been done in either network or behavior. This study focuses on how clicking a like button on Facebook affects other browsers. We examine the influence of customer-to-customer interaction (CCI) on customer voluntary performance (CVP) for social networking sites. This study employed structural equation modeling to investigate a research model based on a total of 210 valid surveys from social networking site users. The results indicated that CCI does influence satisfaction, commitment, and the commitment effect CVP, which is composed of loyalty, cooperation, and participation. This study suggests that positive CCI will lead to positive commitment and satisfaction. The higher commitment then causes higher CVP. These findings have implications for both marketers and consumer behavior researchers.
Click "Like" on Facebook: The Effect of Customer-to-customer Interaction on Customer Voluntary Performance for Social Networking Sites
(2017)
Hu, Kai-Chieh
;
Lu, Mingying
;
Huang, Feng-Yi
;
Jen, William
;
運輸與物流管理系註：原交通所+運管所
Social networking sites, such as Facebook, are becoming a prevalent form of communication between people. Despite the enormous popularity of clicking the like button on Facebook, little research has been done in either network or behavior. This study focuses on how clicking a like button on Facebook affects other browsers. We examine the influence of customer-to-customer interaction (CCI) on customer voluntary performance (CVP) for social networking sites. This study employed structural equation modeling to investigate a research model based on a total of 210 valid surveys from social networking site users. The results indicated that CCI does influence satisfaction, commitment, and the commitment effect CVP, which is composed of loyalty, cooperation, and participation. This study suggests that positive CCI will lead to positive commitment and satisfaction. The higher commitment then causes higher CVP. These findings have implications for both marketers and consumer behavior researchers.
Effects of Product Option Framing and Temporal Distance on Consumer Choice: The Moderating Role of Process versus Outcome Mental Simulations
(2016-10)
Lu, Mingying
;
Jen, William
;
交大名義發表
;
運輸與物流管理系註：原交通所+運管所
;
National Chiao Tung University
This research demonstrates that the type of product option framing (additive vs. subtractive) and the temporal distance between an option choice and later buying behavior can influence decision difficulty. In two studies, the authors show that consumers who engage in additive option framing experience greater difficulty in making decisions for the near future than for the distant future, whereas consumers who engage in subtractive option framing experience greater difficulty in making decisions for the distant future than for the near future. In addition, by using theories of mental simulation, the authors show that communication strategies that promote process simulations for distant-future choices in the subtractive option framing condition and those that promote outcome simulations for near-future choices in the additive option framing condition are most effective in reducing decision difficulty. These effects hold across varying product categories and varying option prices.