Browsing by Author "Wu, Shwu-Ing"

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CAUSAL MODELING OF WEB-ADVERTISING EFFECTS BY IMPROVING SEM BASED ON DEMATEL TECHNIQUE
(2010-09-01)
Wei, Pao-Lien
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Huang, Jen-Hung
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Tzeng, Gwo-Hshiung
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Wu, Shwu-Ing
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管理科學系
Causal analysis greatly affects the efficiency of decision-making. Scholars usually adopt structural equation modeling (SEM) to establish a causal model recently. However, statistical data allow researchers to modify the model frequently to arrive at good model fitness, and SEM is often misapplied when the data are merely fitted to an SEM and the theory is then extended from the analytical result based on presumed hypotheses. This paper proposed SEM modified by DEMATEL technique, taking causal model of Web-advertising effects for example. Having revealed that the new model is the one that conforms to actual data and is better than initial model, the results confirm that the DEMATEL technique can be an efficient, complementary, and confident approach for reprioritization of the amended modes in a SEM model. In addition, the most important factor affecting the Web-advertising effects may be found via the modified model, which benefits the manager for making strategic marketing plans.
Influential factors and relational structure of Internet banner advertising in the tourism industry
(2008-04-01)
Wu, Shwu-Ing
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Wei, Pao-Lien
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Chen, Jul-Ho
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管理科學系
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Department of Management Science
The Internet serves as a major marketing and communication tool in the tourism industry; it is, therefore, surprising that there have been few discussions of the structural relationship between tourism and Internet-based advertising. This study focuses on determining how Internet-based advertising has influenced travel agencies operating in the tourism industry. The sample of 605 respondents is, therefore, limited to those with experience of both Internet-based advertising and travel agencies. Using structural equation modeling (SEM), it was found that while both consumer contact and attention paid have a direct relationship to a consumer's attitude of an advertisement, they only indirectly affect the consumer's response. The level of importance ascribed to the content of Internet advertisements creates two distinct responses, indicating that the consumer's degree of product involvement is a significant variable in determining the success of Internet advertisements. (C) 2007 Elsevier Ltd. All rights reserved.