Browsing by Author "Yang, K. C."

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Applying Grounded Theory to Study Collaborative Climate, Supplier Relationship, Trust, Knowledge Sharing, and Performance in an Organization
(2009)
Yang, C.
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Yang, K. C.
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Tseng, S. Y.
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高階主管管理碩士學程
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Degree Program of Master of Business Administration
The purpose of this study is to argue the case for the use of grounded theory as a valid method for the relationship among collaboration climate, supplier relationship, trust, knowledge management, and performance. The grounded theory research method that was employed in this study is a primarily inductive investigative process in which the researcher formulates a theory about a phenomenon by systematically gathering and analyzing relevant data. This research method is trying to building theory, not testing theory. The data that was gathered for this study primarily consisted of semi-structured in-depth interviews with informants of varying industry, scale and management level.
Applying Social Marketing Theory to Develop Retargeting and Social Networking Advertising Website
(2015)
Yang, K. C.
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Huang, C. H.
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Yang, Conna
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Tsai, C. W.
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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 Advertising: An Empirical Study on YouTube as Platform
(2014-01-01)
Yang, K. C.
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Yang, C.
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Huang, C. H.
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Shih, P. H.
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Yang, S. Y.
The usage of Internet is getting widespread, and the service of online video is getting more and more popular. The revenue of the web service providers comes mostly from the advertisements. This study investigates the attitudes toward the advertisements while watching online videos in YouTube. We followed the research of users' attitudes toward advertisements (Brackett & Carr, 2001) and combined it with the theory of reasoned action and the flow theory in the psychology. This study investigates the factor affecting attitudes toward advertisements and the influence to behaviors. Our findings show that the model explained most of the variance of attitudes toward advertisements in sites providing services of online videos indicating that the model is confirmed in the situation of online video advertising. The conclusion and managerial implications have further discussions.
Outsourcing in Business and Management Studies: A Co-Citation Analysis
(2017-01-01)
Yang, K. C.
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Yang, C.
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Huang, C. H.
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Lee, T. C.
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資訊管理與財務金融系註：原資管所+財金所
Outsourcing is a critical issue for an enterprise in the past two decades. It extended from the local operation service to the global service and influenced enterprise decision making process. Companies need to create competitive advantage from cost reduction, especially via outsourcing their operational activities. The purpose of this article is to bring up a visual mapping of two-dimensional intellectual structure and to recognize the subfields of the outsourcing through co-citation analysis. In this study, we collected some papers from ISI Web of Knowledge (WoS) database in the outsourcing area. We rank the outsourcing documents by times cited and collect the top 60 articles. Also, we use multidimensional scaling (MDS) and clustering techniques (CT) to create the two-dimensional maps to show the intellectual structure of outsourcing dynamically. The conclusion would provide for the researchers' reference.