Browsing by Author "Pan, Ching-Ti"

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Antecedent of purchase intention: online seller reputation, product category and surcharge
(2013)
Pan, Ming-Chuan
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Kuo, Chih-Ying
;
Pan, Ching-Ti
;
Tu, Wei
;
經營管理研究所
Purpose-This paper aims to examine the antecedent of purchase intention: online seller reputation, product category and surcharge. Design/methodology/approach-This paper uses five-experimental designs to explore the seller reputation, product category and surcharge effects in Internet shopping. The authors chose one seller of low reputation and one seller of high reputation from Yahoo Mall. ANOVA are used to evaluate the results. Findings-Sellers of high reputation can post higher surcharges to increase the total price paid by the buyer, but sellers of low reputation cannot do so (experiment 1). Moreover, partitioned price will decrease purchase intention for sellers of low reputation more than for sellers of high reputation (experiment 2). Consumers take the longest time to make purchasing decisions when buying credence goods (experiment 3) or buying from sellers of low reputation (experiment 4). The effect of surcharge levied by sellers of low reputation is weakened for consumers with low (vs high) shipping-charge skepticism (experiment 5). Practical implications-This study is helpful to online sellers if they can identify their reputation, product category and those consumers who have shipping-charge skepticism, they can create extra profit through surcharge practice. Originality/value-The authors' investigation extends the literature on consumers' price processing by identifying the important moderators (seller reputation, product category, and elaboration) and probing into the decision process (via the response time). The results suggest prescriptive strategies for online sellers.
ENERGY DEMAND FORECASTING FOR TAIWAN'S ELECTRONICS INDUSTRY
(2012)
Pan, Ching-Ti
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Hu, Jin-Li
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Tso, Chunto
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經營管理研究所
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Institute of Business and Management
This paper develops 3 different SARIMA models to forecast energy demand in Taiwan's electronic parts and components manufacturing industry. The empirical findings show that the relative growth rate of energy demand in Q2 is higher than that in Q1, but the relative growth rate of energy demand in Q4 is lower than that in Q1. In addition, the relative growth rate of energy demand increasing is accompanied by the relative growth rate of Taiwan's total exports rising. On the contrary, the relative growth rate of the USD exchange rate to the new Taiwan dollar has a slight counter effect on the relative growth rate of energy demand. The results forecast that the total annual energy demand in Taiwan's electronic parts and components manufacturing industry will increase from 1,390 to 20,582 KKLOE during the period of 2010-2020.
Measuring the effect of Chinese brand name syllable processing on consumer purchases
(2015-01-01)
Pan, Ming-Chuan
;
Kuo, Chih-Ying
;
Pan, Ching-Ti
;
經營管理研究所
;
Institute of Business and Management
Purpose - The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach - This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results. Findings - Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4). Practical implications - This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice. Originality/value - This paper extends the literature on consumers\' brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.