Browsing by Author "Yang, Conna"

Now showing 1 - 6 of 6

Applying Artificial Neural Network to Predict Semiconductor Machine Outliers
(2013)
Yang, Keng-Chieh
;
Yang, Conna
;
Chao, Pei-Yao
;
Shih, Po-Hong
;
經營管理研究所
Advanced semiconductor processes are produced by very sophisticated and complex machines. The demand of higher precision for the monitoring system is becoming more vital when the devices are shrunk into smaller sizes. The high quality and high solution checking mechanism must rely on the advanced information systems, such as fault detection and classification (FDC). FDC can timely detect the deviations of the machine parameters when the parameters deviate from the original value and exceed the range of the specification. This study adopts backpropagation neural network model and gray relational analysis as tools to analyze the data. This study uses FDC data to detect the semiconductor machine outliers. Data collected for network training are in three different intervals: 6-month period, 3-month period, and one-month period. The results demonstrate that 3-month period has the best result. However, 6-month period has the worst result. The findings indicate that machine deteriorates quickly after continuous use for 6 months. The equipment engineers and managers can take care of this phenomenon and make the production yield better.
Applying Social Marketing Theory to Develop Retargeting and Social Networking Advertising Website
(2015)
Yang, K. C.
;
Huang, C. H.
;
Yang, Conna
;
Tsai, C. W.
;
經營管理研究所
Retargeting advertising is a new technique applied for online marketing. In the past few years, retargeting advertising had been used in online advertisement. It explored the product information for visitors and focused advertising spending on people who are already familiar with your brand and have recently demonstrated interest. This study applies Social Marketing Theory to develop retargeting advertising system and combines it with social networking advertising. We also develop an E-commerce website to include these two kinds of advertising. Our experimental website was developed by Microsoft ASP. Net 4.0 in C# and JavaScript program. We also use focus group analysis to analyze the conceptual model of our study. Our findings can provide references for practitioners and researchers.
Consumer attitudes toward online video advertisement: YouTube as a platform
(2017-01-01)
Yang, Keng-Chieh
;
Huang, Chia-Hui
;
Yang, Conna
;
Yang, Su Yu
;
資訊管理與財務金融系註：原資管所+財金所
Purpose - Online video advertisement is a wide-ranging phenomenon on the internet that provides huge opportunities for business enterprises. The revenues of website service providers come primarily from advertisement. However, it is rare to find research focusing on consumer attitudes toward online video advertisement. This study aims to investigate consumer attitudes toward advertisement while they are watching online videos on YouTube. Design/methodology/approach - The paper followed Brackett and Carr's (2001) Web Advertising Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study investigates consideration of the factors affecting attitudes toward advertisement and the influence on shopping intention and purchase behavior. Findings - The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping intention and purchase behavior. The discussion and conclusion have been further discussed. Originality/value - This study provides a comprehensive model for online video advertisement. This model was based on Brackett and Carr's model, combining the users and gratifications theory, TRA and flow theory to develop an online video advertisement model. Researchers can consider this model as a framework and use it to capture a more complete picture of the relevant phenomena in their works.
Does Ethical Leadership Lead to Happy Workers? A Study on the Impact of Ethical Leadership, Subjective Well-Being, and Life Happiness in the Chinese Culture
(2014-09-01)
Yang, Conna
;
經營管理研究所
;
Institute of Business and Management
Business ethics has been emphasized throughout the past decade and organizations are aware of the influence it has on the organization\'s performance. As a result, ethical leadership is important as it influences the employees profoundly. This study aims to address this issue and explore the influence ethical leadership has on employees by examining job satisfaction, subjective well-being at work, and life satisfaction. Two groups of independent data were collected and a multi-group analysis was conducted before pooling together for a two-step structural equation modeling test. The results revealed that ethical leadership has a negative direct effect on employee well-being which offers significant findings for the meaning of ethical leadership in the Chinese culture. Useful managerial implications are provided for managers and supervisors at the end of this study.
How Appealing are Monetary Rewards in the Workplace? A Study of Ethical Leadership, Love of Money, Happiness, and Turnover Intention
(2016-12)
Wang, Yau-De
;
Yang, Conna
;
管理科學系
;
經營管理研究所
;
Department of Management Science
The importance of business ethics has proven itself to be crucial in the success of organizations over the past decade. Ethical leadership not only profoundly influences the function of the organization, but also is a deciding factor on the actions and behaviors of employees. This study aims to address this issue by examining love of money, employee well-being, and turnover intention. Data was collected via questionnaires and the results revealed ethical leadership\'s contribution to a happy workplace and negative turnover intention. The results of this study offer significant findings for the meaning of ethical leadership in Asian cultures, and we also discuss how these two are linked in the article. Practical implications and further research directions are provided at the end of this study.
Urban and rural differences Multilevel latent class analysis of online activities and e-payment behavior patterns
(2013)
Hsieh, Tsui-Chuan
;
Yang, Keng-Chieh
;
Yang, Conna
;
Yang, Chyan
;
經營管理研究所
Purpose - The purpose of this article is to investigate urban and rural differences for online activities and e-payment behavior patterns. Design/methodology/approach - This study applied the MLCA model to investigate Internet usage patterns from 11 online applications among 10,909 Taiwan residents in 25 different regions. Findings - The results showed that online behavior patterns exhibited regional differences, as the regional segments affected the individual segments of different use patterns. For instance, the urban area comprised a higher proportion of members who were accustomed to internet applications and skilled in online shopping by using a credit card. The rural area made up a higher proportion of members who only occasionally used online services. Moreover, rural region residents used other payment methods (excluding credit cards) more often than urban region residents. As expected, users' personal characteristics also dictated the online behavior-pattern. For instance, people with higher-level income spent relatively more money for online shopping and often used various internet applications than others. Practical implications - The findings herein should help Internet service providers form an applicable guideline for developing service strategies of higher service satisfaction regarding products and users' needs. Originality/value - This study implemented a multilevel latent class model to investigate online behavior patterns that exhibited urban and rural differences, with the goal of providing service providers an understanding and mastery of their target users.