With the prevalence of user-generated content on the internet, this study aims to propose a cognitive-affective-conative model to examine how users create and share their content…
Abstract
Purpose
With the prevalence of user-generated content on the internet, this study aims to propose a cognitive-affective-conative model to examine how users create and share their content online. The moderating role of gender differences is also tested in the model.
Design/methodology/approach
This study collects a representative sample of 873 internet users via a nation-wide survey in Taiwan.
Findings
The results show that hedonic value has a positive impact on internet satisfaction, and social value affects life satisfaction and internet satisfaction positively. Both life satisfaction and internet satisfaction are positively related to content sharing on the internet. In particular, the positive effect of life satisfaction on online content sharing is greater for male users than for female users.
Research limitations/implications
This study contributes to the existing literature by investigating online content sharing behavior from the cognitive-affective-conative perspective. This study also provides a better understanding of this behavior by simultaneously examining life satisfaction and internet satisfaction as two underlying mechanisms. Furthermore, gender differences play an important role in determining content sharing on the internet.
Practical implications
For digital marketing practitioners, this study suggests several online editing and social mechanisms for encouraging users' engagement in content sharing behavior on the internet.
Originality/value
This study is one of the first that examines a cognitive-affective-conative framework of content sharing behavior on the internet. This study also demonstrates boundary conditions of this framework by testing the moderating role of gender differences.
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Cheng-Chieh Hsiao, Danchi Tan and Jyh-Shen Chiou
The purpose of this paper is to investigate the effect of original equipment manufacturing (OEM) suppliers’ electronic integration with global customers on their capability…
Abstract
Purpose
The purpose of this paper is to investigate the effect of original equipment manufacturing (OEM) suppliers’ electronic integration with global customers on their capability widening, following the literature on electronic integration, firm innovativeness, product modularity and dynamic capabilities. It also examines the moderating roles of supplier innovativeness and product modularity in the proposed relationship.
Design/methodology/approach
This study conducts empirical examination on a sample of OEM suppliers in Taiwan. It collects 201 self-reported responses via mailed surveys of 1,069 electronics companies listed in the 5000 Largest Firms in Taiwan, and the archival data are obtained from the Taiwan Economic Journal database.
Findings
The results show that electronic integration with global customers affects capability widening negatively, whereas supplier innovativeness affects capability widening positively. In addition, product modularity plays a moderating role in the relationship between electronic integration and capability widening.
Research limitations/implications
This study contributes to the electronic integration literature by providing empirical evidences on how OEM suppliers’ electronic integration affects their capability widening. This study also adds to the supply chain management literature by demonstrating the relationship between OEM suppliers’ innovativeness and their move into higher value-added activities, as well as how product modularity interplays with electronic integration between customers and suppliers on suppliers’ capability widening in global supplier‒customer relationships.
Practical implications
For OEM suppliers with a low level of product modularity, they may widen their capabilities by exploring other value-added activities (e.g. original design manufacturing or original brand manufacturing). For OEM suppliers with a high level of product modularity, the improvement of their manufacturing capabilities is a helpful approach to create competitive advantage.
Originality/value
This study is one of the first to examine the interplay between electronic integration and product modularity on capability widening of OEM suppliers from an emerging market. Meanwhile, this study provides support for the relationship between supplier innovativeness and innovative activities in the global supply chain context.
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Jyh-Shen Chiou, Cheng-Chieh Hsiao and Tien-Yi Chiu
To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of…
Abstract
Purpose
To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of positive and negative online reviews by drawing upon accessibility–diagnosticity theory and attribution theory.
Design/methodology/approach
This study conducts an observation-based study in an online forum and a 2 (review valence) × 2 (consumer knowledge) between-participants factorial experiment to examine the proposed hypotheses.
Findings
High-knowledge consumers elicit less perceived credibility and make more non-product-relevant attribution than low-knowledge consumers in negative online reviews. Consumer attribution is also found to mediate the effects of the review valence by consumer knowledge interaction on review credibility.
Originality/value
This study adds to extant research by examining how consumer knowledge plays a key role in determining consumer perception of online review credibility. This study also advances the understanding of different casual inferences about online reviews between high- and low-knowledge consumers.
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Jyh-Shen Chiou, Cheng-Chieh Hsiao and Fang-Yi Su
To improve the effectiveness of online reviews in the cultural industries, the purpose of this paper is to examine the effects of online cultural reviews of professional and…
Abstract
Purpose
To improve the effectiveness of online reviews in the cultural industries, the purpose of this paper is to examine the effects of online cultural reviews of professional and consumer commentators on consumer responses toward elite and mass cultural offerings by drawing upon associative learning theory and social influence theory.
Design/methodology/approach
This study used a 2 (cultural offerings: elite vs mass)×2 (commentators: professional vs consumer) between-participants factorial design to examine the proposed hypotheses. A total of 195 participants were randomly assigned to one of four experimental cells.
Findings
The ANOVA results indicate that the credibility of online cultural reviews is significantly higher for professional commentators than for consumer commentators across both elite and mass cultural offerings. Furthermore, the results confirm that there is a significant cultural offering type by commentator interaction on a consumer's offering evaluation, overall attitude, and behavioral intention.
Research limitations/implications
This study provides strong support for the congruence between cultural commentators and cultural offerings in online cultural reviews. The findings can also effectively explain the weak correlation between professional judgments and popular appeal.
Practical implications
For better effectiveness of online cultural reviews, the findings recommend cultural marketers that the use of professional commentators is effective for elite cultural offerings, whereas the use of consumer commentators is effective for mass cultural offerings.
Originality/value
This study proposes a useful dichotomy to classify cultural offerings as elite and mass. Meanwhile, this study is one of the first to examine the congruence between cultural offerings and cultural commentators in online reviews.
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Cheng‐Chieh Hsiao, Hsiu Ju Rebecca Yen and Eldon Y. Li
With advances in information technology, multi‐channel shopping (MCS) has become a prevailing purchasing pattern today. Although MCS provides more benefits than single‐channel…
Abstract
Purpose
With advances in information technology, multi‐channel shopping (MCS) has become a prevailing purchasing pattern today. Although MCS provides more benefits than single‐channel shopping, there is a need to investigate consumer values in the MCS context. This study aims to develop a consumer value hierarchy that represents how consumers think and pursue when performing MCS.
Design/methodology/approach
The research framework was developed from a perspective of means‐end theory. Two studies were designed to elicit and evaluate a consumer value hierarchy of MCS. First, a qualitative study was conducted to explore means‐end elements of MCS. Then, a hierarchical value map of MCS was constructed with 314 usable responses from an empirical survey in Taiwan. The impacts of past shopping experience on consumers' value perceptions were also examined.
Findings
In the hierarchical value map (HVM) of MCS, the results indicate 18 means‐end chains from ten MCS attributes resulting in nine consequences derived from those attributes, and then to four MCS values. The results also show that both expert and novice shoppers emphasize the utilitarian value of MCS; however, shopping novices pay more attention to the hedonic value of MCS than experts do.
Practical implications
This paper provides several managerial implications for multi‐channel retailers. Multi‐channel retailers need to know more about the attributes and functions of each channel that they offer in order to create a superior shopping experience for their customers. Also, retailers need to understand different MCS patterns for successful multi‐channel customer relationship management. Finally, the consumer value hierarchy of MCS is a useful tool for retailers to develop effective promotion strategies to increase customers' engagement in MCS.
Originality/value
This paper is the first to apply means‐end theory to investigate consumer value in the MCS context. It advances the consumer value literature in explaining a novel type of consumer channel‐mixing behavior. The paper concludes with implications for multi‐channel retailers, and future directions for MCS research are also discussed.
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Chih-Ching Teng, Allan Cheng Chieh Lu and Tzu-Tang Huang
The purpose of this study is to explore the relationships among consumers’ environmental value, low-carbon knowledge, perceived value of green hotels and behavioral intention to…
Abstract
Purpose
The purpose of this study is to explore the relationships among consumers’ environmental value, low-carbon knowledge, perceived value of green hotels and behavioral intention to stay in green hotels as well as willingness to cooperate with green hotels’ environmentally friendly practices.
Design/methodology/approach
Structural equation modeling and indirect effect estimation through bootstrapping technique were performed using 415 valid questionnaires collected from customers who had green hotel stay experiences in Taiwan.
Findings
The analytical results indicate that environmental value and low-carbon knowledge positively affect perceived value of green hotels, which in turn positively affect consumers’ behavioral intention to stay in green hotels and willingness to cooperate with green hotels’ environmentally friendly practices. Perceived value of green hotels also partially mediates the effects of environmental value and low-carbon knowledge on two behavioral intention variables.
Practical implications
This study provides numerous valuable implications for green hotel operators to develop effective strategies to increase consumers’ perceived value of green hotels and their behavioral intention toward green hotels.
Originality/value
This study is among the first to test not only the main effects of environmental value and knowledge on consumer perceptions of the value of green hotels, but also the mediating effect of consumers’ perceived value of green hotels for the relationships between environmental value, environmental knowledge and two behavioral intentions toward green hotels.
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Rua-Huan Tsaih, James Quo-Ping Lin and Yu-Chien Chang
Service innovation, ICT-enabled services, museum, cultural and creative industries.
Abstract
Subject area
Service innovation, ICT-enabled services, museum, cultural and creative industries.
Study level/applicability
Graduate-level courses of “Innovation Management,” “Service Innovation,” or “Cultural and Creative Industries”.
Case overview
In 2006, the National Palace Museum (NPM) in Taipei, Taiwan, announced its new vision “Reviving the Charm of an Ancient Collection and Creating New values for Generations to Come”. In recent years, the NPM has been shifting its operational focus from being object-oriented to being public-centered, and the museum has held not only the physical forms of artifacts and documents but also their digital images and metadata. These changes would inject new life into historical artifacts. In addition, archives as its collections would be given a refreshingly new image to the public and become connected with people's daily lives. Among these endeavors for displaying historical artifacts online and prevailing Chinese culture in the modern age, the key issues are related to digital technology applications and service innovations. The service innovations would be further divided into information and communication technologies (ICT)-enabled ones and non-ICT-enabled ones. These shifts clearly claim that adopting digital technologies and innovative services can bring positive impacts to the museum. The NPM administrative team wants to keep infusing life into ancient artifacts and texts, sustaining curiosities of the public for Chinese culture and history, and invoking their interests to visit the NPM in person. However, to develop for the future while reviewing the past, the NPM administrative team has to meditate on the next steps in terms of implementation of service innovations.
Expected learning outcomes
Students will learn motivations of digital establishment and service innovations from the organization perspective and the necessities of technological implementation. Students will understand the difference in innovations between ICT-enabled services and non-ICT-enabled services. Students would be able to understand the process of developing a new service. Students will be aware of challenges the organization would face in developing a new service.
Supplementary materials
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