Wenping Zhang, Wei Du, Yiyang Bian, Chih-Hung Peng and Qiqi Jiang
The purpose of this study is to unpack the antecedents and consequences of clickbait prevalence in online media at two different levels, namely, (1) Headline-level: what…
Abstract
Purpose
The purpose of this study is to unpack the antecedents and consequences of clickbait prevalence in online media at two different levels, namely, (1) Headline-level: what characteristics of clickbait headlines attract user clicks and (2) Publisher-level: what happens to publishers who create clickbait on a prolonged basis.
Design/methodology/approach
To test the proposed conjectures, the authors collected longitudinal data in collaboration with a leading company that operates more than 500 WeChat official accounts in China. This study proposed a text mining framework to extract and quantify clickbait rhetorical features (i.e. hyperbole, insinuation, puzzle, and visual rhetoric). Econometric analysis was employed for empirical validation.
Findings
The findings revealed that (1) hyperbole, insinuation, and visual rhetoric entice users to click the baited headlines, (2) there is an inverted U-shaped relationship between the number of clickbait headlines posted by a publisher and its visit traffic, and (3) this non-linear relationship is moderated by the publisher's age.
Research limitations/implications
This research contributes to current literature on clickbait detection and clickbait consequences. Future studies can design more sophisticated methods for extracting rhetorical characteristics and implement in different languages.
Practical implications
The findings could aid online media publishers to design attractive headlines and develop clickbait strategies to avoid user churn, and help managers enact appropriate regulations and policies to control clickbait prevalence.
Originality/value
The authors propose a novel text mining framework to quantify rhetoric embedded in clickbait. This study empirically investigates antecedents and consequences of clickbait prevalence through an exploratory study of WeChat in China.
Details
Keywords
Chih-Hung Wu, Yi-Fang Lin, Kang-Lin Peng and Chih-Hsing Liu
This study aims to explore the augmented reality (AR) effectiveness of museum visiting.
Abstract
Purpose
This study aims to explore the augmented reality (AR) effectiveness of museum visiting.
Design/methodology/approach
Based on the AR marketing of the motivation model and the inspiration model, the critical mental process and AR were revealed that could increase museum visits. The mixed-methods approach was adopted to analyze the qualitative research and test the model hypotheses to understand the perceptions of the increasing AR marketing of museum visits.
Findings
The authors found that inspiration and perceived quality AR are critical to enhancing the attitudinal of museum visits. AR developers can thus focus on utilitarian and hedonic benefits in perceptual augmentation quality to inspire users’ willingness to visit museums.
Originality/value
This study extended the inspiration model through a mixed-methods approach to investigate how AR technologies encourage and leverage visitor experience to increase museum visit intention psychologically.
研究目的
本研究旨在探索增强现实(AR)对博物馆参观的影响。
设计/方法
基于AR营销的动机模型和启发模型, 本研究揭示了能够增加博物馆参观动机的关键心理过程和AR技术。本研究采用混合方法分析定性研究并测试模型假设, 以了解对增加AR营销的博物馆参观的感知。
研究结果
我们发现, 启发和感知质量的AR技术对提升参观博物馆的态度至关重要。因此, AR开发者可以将注意力集中在实用和享乐的益处上, 通过提升感知质量来激发用户参观博物馆的意愿。
创新性/价值
本研究通过混合方法扩展了启发模型, 研究了如何通过AR技术在心理上鼓励和利用游客体验来增加参观博物馆的意愿。
Details
Keywords
Janet Chang, Bendegul Okumus, Chih-Hung Wang and Chien-Yin Chiu
This study aims to investigate how the “cooking holiday” concept can be used by tourism authorities and practitioners and, to that end, proposes a hierarchical framework for…
Abstract
Purpose
This study aims to investigate how the “cooking holiday” concept can be used by tourism authorities and practitioners and, to that end, proposes a hierarchical framework for improving culinary tourism.
Design/methodology/approach
This study adopted the Delphi method to filter and verify the criteria, thereby constructing a hierarchical framework of cooking holidays in Taiwan. The analytic hierarchy process (AHP) was also applied to calculate the relative weight of each attribute and criterion, thus identifying their degrees of importance.
Findings
Four attributes (“local food,” “food trail,” “cooking experience” and “environment and atmosphere”) and 22 criteria were identified to comprise a cooking holiday experience framework. Research findings reveal “cooking experience” as the most crucial of the four attributes identified. Of the more numerous criteria, “ingredients with integrity,” “local features” and “diverse curriculum” were identified as the three most important.
Research limitations/implications
The hierarchical framework of cooking holiday experiences can be used by tourism authorities and practitioners to enhance experiential quality for tourists and promote culinary tourism in Taiwan. According to the research findings, cooking class participants can concentrate on the “cooking experience” while emphasizing “ingredients with integrity,” “local features” and “diverse curricula” in the context of cooking holidays.
Originality/value
This study offers valuable insights and suggests directions for future research on culinary tourism. This study also offers a framework for developing cooking holidays.
目的
本文旨在探究可以如何运用「烹饪假期」之概念, 藉由阶层架构之提出, 藉以提升美食观光。
方法
本文运用德尔菲法筛选与确认台湾烹饪假期阶层架构之指标与建构。并以层级分析法(AHP)估算每一属性与指针之相对权重, 藉以确认相对重要程度。
发现
烹饪假期体验架构系由四个属性(「在地饮食」、「产制体验」、「烹饪体验」与「环境氛围」)与二十二个指标构成。研究发现显示「烹饪体验」在于四个属性之中最为重要。多项指标之中, 「安心食材」「在地特色」与「多元课程」系为最为重要之三个指标。
应用
烹饪假期体验之阶层架构可为观光主管机关与业者运用, 藉以提升游客之体验质量与推广台湾之美食观光。依据研究发现, 烹饪教室参与者可以专注「烹饪体验」, 并且强调「安心食材」、「在地特色」与「多元课程」之要素, 藉以发展烹饪假期。
原创性
本文提供具有价值之洞见, 可供美食观光未来研究之参考。本文同时提供一个可以用以发展烹饪假期之架构。
Propósito
Este estudio tiene como objetivo investigar cómo se puede utilizar el concepto de “vacaciones de cocina” al proponer un marco jerárquico para mejorar el turismo culinario.
Método
Este estudio adoptó el método Delphi para filtrar y verificar los criterios y construir el marco jerárquico de las vacaciones de cocina en Taiwán. El proceso analítico jerárquico (AHP) también se aplica para calcular el peso relativo de cada atributo y el criterio para identificar su grado de importancia.
Hallazgos
Se identificaron cuatro atributos (“comida local”, “ruta culinaria”, “experiencia culinaria” y “entorno y ambiente”) y 22 criterios para comprender un marco de experiencia de vacaciones culinarias. Los resultados de la investigación revelan que la “experiencia culinaria” es el atributo más relevante de los cuatro identificados. De los criterios más numerosos, “ingredientes con integridad”, “características locales” y “currículum diverso” fueron identificados como los tres más importantes.
Implicaciones
El marco jerárquico de la experiencia de las vacaciones de cocina se puede utilizar para que las autoridades y los profesionales del turismo mejoren la calidad de la experiencia de los turistas y promuevan el turismo culinario en Taiwán. Según los resultados de la investigación, los participantes de las clases de cocina pueden concentrarse en la “experiencia de cocina” y enfatizar los elementos de “ingredientes con integridad”, “características locales” y r“currículum diverso” para las vacaciones de cocina.
Originalidad
este estudio ofrece información valiosa, proporciona una referencia para futuras investigaciones sobre turismo culinario. Este estudio también ofrece un marco teórico, que se puede utilizar para desarrollar vacaciones de cocina.
Details
Keywords
The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived…
Abstract
Purpose
The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self-congruity and perceived congruence each have with sponsor brand equity.
Design/methodology/approach
A field study was conducted in Taiwan, where 410 questionnaires were collected from baseball fans of the Chinese Professional Baseball League (the local professional baseball league).
Findings
The findings support all of the hypotheses and reveal that self-congruity and perceived congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor brand identification and sponsor credibility partially mediate the relationship that self-congruity and perceived congruence each have with sponsor brand equity.
Practical implications
The findings of this study can assist sponsorship managers in realising how to leverage a sponsor brand equity.
Originality/value
The conceptual model investigated both direct and indirect (i.e. mediated) effects by providing different theoretical explanations to explore how self-congruity and perceived congruence leverage sponsor brand equity in the Asian sports sponsorship context.
Details
Keywords
Wei‐Jaw Deng, Chung‐Ching Chiu and Chih‐Hung Tsai
Failure mode and effects analysis (FMEA) is a preventive technique in reliability management field. The successful implementation of FMEA technique can avoid or reduce the…
Abstract
Failure mode and effects analysis (FMEA) is a preventive technique in reliability management field. The successful implementation of FMEA technique can avoid or reduce the probability of system failure and achieve good product quality. The FMEA technique had applied in vest scopes which include aerospace, automatic, electronic, mechanic and service industry. The marking process is one of the back ends testing process that is the final process in semiconductor process. The marking process failure can cause bad final product quality and return although is not a primary process. So, how to improve the quality of marking process is one of important production job for semiconductor testing factory. This research firstly implements FMEA technique in laser marking process improvement on semiconductor testing factory and finds out which subsystem has priority failure risk. Secondly, a CCD position solution for priority failure risk subsystem is provided and evaluated. According analysis result, FMEA and CCD position implementation solution for laser marking process improvement can increase yield rate and reduce production cost. Implementation method of this research can provide semiconductor testing factory for reference in laser marking process improvement.
Details
Keywords
Tai-Yi Yu, Jeou-Shyan Horng, Chih-Hsing Liu, Sheng-Fang Chou, Yung-Chuan Huang, Quoc Phong La and Yen-Ling Ng
This study aims to explore post-COVID-19 tourism digital transformation, study innovative service delivery and provide insights for industry leaders and policy-makers to nurture…
Abstract
Purpose
This study aims to explore post-COVID-19 tourism digital transformation, study innovative service delivery and provide insights for industry leaders and policy-makers to nurture robust sector growth amid evolving consumer demands.
Design/methodology/approach
This study used anonymous questionnaires and explored views on digital technology in sports centers and entertainment venues. Structural equation modeling explores latent variable interactions with respect to mediating and moderating effects.
Findings
Digital transformation practices influence decision-making indirectly through perceived behavior control, attitudes and service innovation, with differentiation strategies moderating this relationship.
Research limitations/implications
This study focuses on the recreation sector; future efforts should include insights, attitudes and actions from experts and government policy-makers.
Practical implications
This study enhances the literature on recreation professionals, offering guidance for navigating the evolving landscape of digital dynamics in the leisure and recreation sector.
Originality/value
The rise of digital technology highlights the importance of analyzing customer decisions influenced by digital behavior within the leisure and recreation industry.