Lutz Merkle, Marcus Sonner and Matthias Petzold
The purpose of this paper is to establish a law on the durability of thick aluminium wire bonds in low cycle fatigue for different geometries and wire diameters under a purely…
Abstract
Purpose
The purpose of this paper is to establish a law on the durability of thick aluminium wire bonds in low cycle fatigue for different geometries and wire diameters under a purely mechanical load.
Design/methodology/approach
Bond wires with different geometries were tested with various loads and a mechanical test bench, and their endurance was determined. The same load situation was modelled with finite element analysis and then compared against the experimental results.
Findings
A correlation was found between the plastic strain per cycle and the determined lifespan. Therefore, the lifespan can be calculated by mechanical‐plastic simulation for various loop geometries and loading cases.
Practical implications
The loop height strongly influences the durability of the wire bond, whereas other parameters, such as the loop angle, have a weaker influence on the bond heel lifetime.
Originality/value
The mechanical simulation is able to replace the time‐consuming lifetime experiments.
Details
Keywords
Yi Li, Chongli Wang and Bo Song
This paper investigates the reasons for the differences in customers' acceptance of service robots (CASR) in actual experience and credence service settings for the following two…
Abstract
Purpose
This paper investigates the reasons for the differences in customers' acceptance of service robots (CASR) in actual experience and credence service settings for the following two aspects: (1) different antecedents affecting CASR and (2) different customer perceptions of their own characteristics (role clarity and ability) and service robot characteristics (anthropomorphism and ability).
Design/methodology/approach
The data were collected using online surveys in an experience service setting (Hotel, N = 426) and a credence service setting (Hospital, N = 406). Differences in experience and credence service settings were examined using two statistical methods, namely, PLS-SEM to test the differences in antecedents affecting CASR and independent-samples t-tests to test the differences in customer perceptions of their own characteristics and service robot characteristics.
Findings
The results indicate that customers in an experience (vs credence) service setting have stronger positive attitudes toward and a greater intention to use service robots. Further, this paper finds there are two key reasons for the differences in CASR. The first is different antecedents. Perceived usefulness is positively influenced by the anthropomorphism of a service robot and customer ability in the experience service setting, but is influenced not in the credence service setting. Conversely, service robot autonomy positively relates to perceived ease of use in the credence service setting, but does not in the experience service setting. The second reason for CASR differences is different customer perceptions. Customers' ability and perceived ease of use are higher, while their perception of anthropomorphism of the service robot is lower in the experience (vs credence) service setting.
Originality/value
This study helps explain why there are differences in the CASR in different settings and presents two perspectives: (1) antecedents' affecting CASR and (2) customer perceptions of their own as well as service robot characteristics.
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Nandini Bhalla and Holly K. Overton
The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a…
Abstract
Purpose
The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.
Design/methodology/approach
Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.
Findings
Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.
Originality/value
This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.
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Keywords
Ali Bassam Mahmoud, Nicholas Grigoriou, Leonora Fuxman, Dieu Hack-Polay, Fatina Bassam Mahmoud, Eiad Yafi and Shehnaz Tehseen
This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email marketing…
Abstract
Purpose
This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email marketing (hereafter DEM) and the moderating role of gender in the hypothesised path model.
Design/methodology/approach
Structural equation modelling was used to test the hypothesised path model by using data collected from 829 respondents.
Findings
The findings show that attitude was found to fully mediate the relationship between beliefs and behavioural responses towards permission-based DEM. Gender moderates the relationship between beliefs and attitudes and responses to permission-based DEM. Notably, female respondents were found to react more actively when exposed to permission-based DEM.
Research limitations/implications
Further qualitative research is needed to learn more about how and why individuals develop behavioural intentions in certain ways towards opt-in DEM. In addition, neuropsychology approaches such as eye-tracking are endorsed for future research to gain more insights and conquer biases associated with self-reporting procedures in countries where such technologies are deemed as legal and ethical to be used with human subjects.
Practical implications
Advertisers promoting products and services in the Middle Eastern Arab context should take further steps to enhance the quality of information (including cultural sensitiveness) and the perceived entertainment value that could be delivered to consumers through permission-based DEM, especially for female internet users. Additionally, this study highly recommends the double opt-in approach to permission-based DEM.
Originality/value
To the best of the authors’ knowledge, this is the first attempt to address the gender role as a moderator of the path depicting the effectiveness of permission-based DEM approach in the Middle East (Arab counties) from beliefs to behavioural responses via attitudes.