Browsing by Author "Yeh, Yung-Shao"

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Design-to-lure in the e-shopping environment: A landscape preference approach
(2014-12-01)
Yeh, Yung-Shao
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Li, Yung-Ming
;
資訊管理與財務金融系註：原資管所+財金所
;
Department of Information Management and Finance
With the increasing popularity of online shopping, e-shoppers have been provided with a new medium for making purchases and this has attracted increasing attention from researchers and practitioners. Researchers are challenged to understand what constitutes a theoretical model for website design research. In exploratory work, we employ Kaplan and Kaplan\'s landscape preference model involving coherence, legibility and complexity, and investigate their relationship to trust and satisfaction and their impact on e-shoppers\' willingness to buy. Data from a survey of 300 shoppers were used to validate the model. A multi-group analysis with gender was further used to cross-validate it. The results show that trust and satisfaction are great influences of willingness to buy. Coherence and complexity have great influences on trust and satisfaction, but legibility only has adequate influences on these two variables. The structural weights are invariant across different gender subgroups. Implications for researchers and practitioners are also discussed. (C) 2014 Elsevier B.V. All rights reserved.
Increasing trust in mobile commerce through design aesthetics
(2010-07-01)
Li, Yung-Ming
;
Yeh, Yung-Shao
;
資訊管理與財務金融系註：原資管所+財金所
;
Department of Information Management and Finance
The growth of mobile commerce (m-commerce) has motivated a better understanding of how trust can be built on a mobile device. Researchers have previously examined design aesthetics (or visual aesthetics) of mobile website and incorporated a hedonic component of enjoyment in m-commerce domain, but the relationship between design aesthetics of mobile website design and customer trust in m-commerce has been rarely investigated. In this study, design aesthetics was enhanced to include a website characteristics component as important to trust development on the mobile Internet. This model was examined through an empirical study involving 200 subjects using structural equation modeling techniques. Our research found that design aesthetics did significantly impact website characteristics component, especially customization, perceived usefulness and ease of use, all of which were ultimately shown to have significant explanatory power in affecting customer trust. (C) 2010 Elsevier Ltd. All rights reserved.