Browsing by Author "Tsai, Yuan Hui"

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Exploring corporate citizenship and purchase intention: mediating effects of brand trust and corporate identification
(2015-10-01)
Tsai, Yuan Hui
;
Joe, Sheng-Wuu
;
Lin, Chieh-Peng
;
Chiu, Chou-Kang
;
Shen, Kuei-Tzu
Corporate citizenship represents various organizational activities and status related to the organization\'s societal and stakeholder obligations. This study develops five different dimensions of corporate citizenship and examines the relationship between the five dimensions and purchase intention by including two key mediators. In the proposed model of this study, purchase intention is indirectly affected by economic, legal, ethical, general philanthropic, and strategic philanthropic citizenship via the mediation of corporate identification and brand trust. Empirical testing using a survey of 353 consumers from various industries confirms most of our hypothesized effects. Last, managerial implications for corporate leaders and limitations of our findings are discussed in depth.
Learning cyber trust using a triadic functioning analysis: a qualitative approach
(2010-10-01)
Tsai, Yuan Hui
;
Lin, Chieh-Peng
;
Chiu, Chou-Kang
;
Joe, Sheng-Wuu
;
經營管理研究所
The issue of cyber trust has been scattered in several different fields, including computer science, information science and some social sciences. Although social informatics has been a subject of systematic analytical and critical research for more than three decades, previous research has rarely noted the importance of social informatics on cyber trust. Therefore, it is essential to establish a research framework that applies in cyber trust from a perspective of social informatics so that cyber trust may be achieved by different professionals and researchers. This study presents the factors under which cyber trust thrives from a perspective of social informatics. Social informatics research pertains to e-commerce from a perspective of both social and technical changes that shed some light on cyber trust for business professionals and researchers.
Learning cyber trust using a triadic functioning analysis: a qualitative approach
(2010-10-01)
Tsai, Yuan Hui
;
Lin, Chieh-Peng
;
Chiu, Chou-Kang
;
Joe, Sheng-Wuu
;
經營管理研究所
The issue of cyber trust has been scattered in several different fields, including computer science, information science and some social sciences. Although social informatics has been a subject of systematic analytical and critical research for more than three decades, previous research has rarely noted the importance of social informatics on cyber trust. Therefore, it is essential to establish a research framework that applies in cyber trust from a perspective of social informatics so that cyber trust may be achieved by different professionals and researchers. This study presents the factors under which cyber trust thrives from a perspective of social informatics. Social informatics research pertains to e-commerce from a perspective of both social and technical changes that shed some light on cyber trust for business professionals and researchers.
Modeling Customer Loyalty from an Integrative Perspective of Self-Determination Theory and Expectation-Confirmation Theory
(2009-09-01)
Lin, Chieh-Peng
;
Tsai, Yuan Hui
;
Chiu, Chou-Kang
;
經營管理研究所
;
Institute of Business and Management
This research conceptualizes and tests an integrative model of customer loyalty by linking two important theories: expectation-confirmation theory and self-determination theory. The model is examined using data obtained from 207 part-time students who have encountered the service of a skincare and beauty salon in Taiwan. These students work as full-time professionals in a variety of industries during the daytime and are financially independent for their daily consumption. The empirical results of this study indicate that loyalty is positively influenced by both intrinsic regulation and identified regulation, while introjected regulation and external regulation are insignificantly related to loyalty. Affected positively by service expectation and service confirmation, satisfaction has positive influences on all four dimensions of self-determined motivation-namely, intrinsic regulation, identified regulation, introjected regulation, and external regulation. The findings of this study show that the proposed model helps to learn about loyalty formation and its mediating mechanism in service contexts. Intrinsic regulation and identified regulation may be applied as two potential checkpoints for management to learn the actual status of customer loyalty based on a constant service quality offered by the service provider. This study is one of the earliest to integrate expectation-confirmation theory and self-determination theory to explore loyalty. Besides, this study transplants the traditional application of self-determination theory from educational service to commercial service in general so that efficient strategies can be made for boosting loyalty.
Modeling IT relationship quality and its determinants: A potential perspective of network externalities in e-service
(2011-01-01)
Lin, Chieh-Peng
;
Tsai, Yuan Hui
;
Wang, Yi-Ju
;
Chiu, Chou-Kang
;
經營管理研究所
This article addresses the development of relationship quality in the service context of information technology (IT) based on the network externalities theory. The model predicates the IT relationship quality is influenced by both synchronization value and autarky value, whereby autarky value is influenced by the availability of complementary goods. At the same time, synchronization value is influenced by relationship commitment and perceived critical mass, while availability of complementary goods is influenced by perceived compatibility and overall installed base. Note that the autarky value represents the value generated by the product itself even if there are no other users (e.g., the printing and copying functions of a fax/printer machine), while synchronization value represents individuals' perceived value obtained through interaction (e.g., chatting functions of Skype). The model is examined using data obtained from employees of different companies in Taiwan. The empirical findings and their implications are discussed herein. (C) 2010 Elsevier Inc. All rights reserved.
Proposing public announcement intention and its antecedents from a CSR perspective: a qualitative study
(2013-02-01)
Chiu, Chou-Kang
;
Tsai, Yuan Hui
;
Wang, Yi-Ju
;
Lin, Chieh-Peng
;
經營管理研究所
This study proposes a theoretical framework of public announcement intention from a perspective of corporate social responsibility, including nine propositions developed to help explain the framework. In the proposed framework, public announcement intention is positively influenced by CSR attitude and opportunism judgment, while CSR attitude is positively influenced by opportunism judgment. Besides, CSR attitude is also positively affected by organizational values and benefit expectations but negatively affected by competitive pressure. Furthermore, opportunism judgment is positively influenced by benefit expectations but negatively influenced by competitive pressure and information asymmetry. Collectively, this study provides a good example for understanding the specific issue of public announcement intention in CSR and is an important complementary research for previous studies in the CSR area.
Understanding learning behavior using location and prior performance as moderators
(2009-12-01)
Tsai, Yuan Hui
;
Lin, Chieh-Peng
;
Chiu, Chou-Kang
;
Joe, Sheng-Wuu
;
經營管理研究所
This study proposes and validates a research model that examines individuals' learning behavior. Drawing on social cognitive theory (SCT), this study postulates self-efficacy, outcome expectations, social influence, and facilitating conditions as the key drivers of individuals' learning behavior. Learners' residential location and prior performance are also considered as moderators in the proposed model. This study contributes to the education literature by extending traditional SCT models to examine the previously unexplored area of environmental factors containing social influence and facilitating conditions, by validating idiosyncratic drivers of learning behavior and by presenting an operationalization of location and prior performance as two moderators in the learning behavioral formation. Finally, implications and limitations of the research are also provided. (C) 2009 Western Social Science Association. Published by Elsevier Inc. All rights reserved.