Browsing by Author "Wu, Po-Hsuan"

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Learning to foresee the effects of social identity complexity and need for social approval on technology brand loyalty
(2016-10)
Wu, Po-Hsuan
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Lin, Chieh-Peng
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經營管理研究所
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Institute of Business and Management
The rapidly growing technological pervasion and virtual communities have drastically changed the way people evaluate a technology brand in tradition. For that reason, this study explores technology brand loyalty to verify its key predictors and mediators for understanding such loyalty in depth. Specifically, this study predicts the effects of social identity complexity and need for social approval on technology brand loyalty by simultaneously assessing the mediating mechanisms of susceptibility to normative influence (SNI) and susceptibility to personality congruence (SPC). Using a survey of 312 smartphone users from the high-tech, financial, and service industries, empirical testing confirms that perceived value and SPC are direct drivers for brand loyalty. Brand loyalty can be enhanced if a clear personality of the brand appears for its major consumers based on the findings of this study. The inferences drawn from the sample in Taiwan are more generalizable to consumers in Asia rather than those in Europe. (C) 2016 Elsevier Inc All rights reserved.
Modeling knowledge sharing among high-tech professionals in culturally diverse firms: mediating mechanisms of social capital
(2017-05-01)
Tsai, Yuan-Hui
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Joe, Sheng-Wuu
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Lin, Chieh-Peng
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Wu, Po-Hsuan
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Cheng, Yueh-Hung
Drawing upon social capital theory, this research postulates cultural intelligence as a key driver of knowledge sharing through the mediation of social capital among employees from culturally diverse organizations. An empirical testing of the proposed model, by investigating Taiwanese professionals from high-tech foreign companies in Taiwan, reveals the applicability of social capital theory in understanding the relationship between cultural intelligence and knowledge sharing. The study's test results show that cultural intelligence indirectly influences knowledge sharing through different dimensions of social capital. This research further provides managerial implications and limitations.