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Explores ways of developing the marketing mix for the market in drinking tea, rejecting a number of existing marketing mix models. Adapts methods popular in product design and applies them to the marketing mix of the tea‐drinking market. Uses Suh’s principle of product design, explaining it in detail, then applies this to drinking tea, using a random sampling survey to discover consumer needs, perceptions and attitudes. Reports also on an empirical study of 799 Taiwanese households to find out more about the Oriental tea market. Presents the data analysis, including a comparison of brand loyalty. Indicates that market segmentation and marketing mix should be developed simultaneously and claims that this paper provides a method for doing that.

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing involvement then established the different involvement degree clusters by measured involvement. Finally, the relationship among influence factors, Internet marketing involvement degree, and consequences of consumer behavior was analyzed. Based on the research findings, this paper discusses the possible Internet marketing strategies for a variety involvement degree clusters.

States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.

Uses benefit needs to segment the online marketing market. Employs focus groups and a random sampling survey to search for consumer benefit needs and then segments the market by these benefits sought by customers. Shows that the various segments display significant differences in the benefits sought, lifestyles and demographics etc. Suggests that this work can assist marketing managers to focus on one or more segments that show salient consumer preferences for the benefits provided by their products or services.

Using opto‐electronic industries as the example, the purpose of this paper is to include: designing reliable performance perspectives and indicators for evaluating ISO‐certified industries; and constructing a performance relationship model of those ISO‐certified industries.

This paper introduces the concept of the balanced scorecard as the performance measurement for ISO‐certified industries, and adopts structural equation modelling to verify the causal relationship amongst the performance perspectives. The paper takes three opto‐electronic companies in Taiwan as evidence cases. The valid response numbers to the survey are 177.

The research results indicate that the performance measurement indicators developed by this paper are effective in the ISO‐certified opto‐electronic industries. The evaluation indicators are comprised of five perspectives: finance, customer, internal process, learning and growing, and corporate mission. A causal relationship is found to exist among the five perspectives.

This paper uses only the opto‐electronic industry as the research case. However, different industry types can have different research findings and this will lead to different results.

Applying the proposed measurement indicators and model would aid enterprises to effectively measure the effect of being ISO‐certified, and understanding the causal relationships amongst performance perspectives. Thus, enterprises could identify all determining items of performance and use these results as a basis for further improvement.

This paper aims to establish performance measurement indicators and a relationship model for the manufacturing industry certified by ISO. A set of performance measurement indicators and a relationship model are derived. This paper has made a contribution to the academic and practical areas.

This study applied the theory of planned behavior (TPB) to examine the awareness of green management among executives in the Top 5000 corporations (as listed in the China Credit Information Service (CCIS)). Perceived risk, perceived benefit, justice, moral obligation, control force, and control beliefs were considered antecedents to the three components of the TPB (attitude, subjective norms and perceived behavior control, PBC). The correlation between intention and implementation of green management strategies was examined, as was the combined influence of these two factors on organizational performance. The paper aims to discuss these issues.

333 valid questionnaires were returned from a sample of the Top 5000 corporations listed in the CCIS. Structural equation modelling was used to verify the causal relationship amongst the green management variables and performance perspectives.

The results indicate that perceived risk and perceived benefit have a strong correspondence to the expressed attitudes related to green management strategies; justice and moral obligation are correlated with the subjective norm; control force and control belief are correlated with perceived behavior control (PBC). Working in conjunction, the three components of the TPB exert a strong influence on the intentions of managers and their likelihood of implementing green management strategies. These factors further affect organizational performance.

When corporations in the service industry are compared with those in the manufacturing industry, the following five paths show significant differences: control force to PBC, control belief to PBC, attitude to strategic intention, subjective norm to strategic intention, and PBC to strategic intention. These results demonstrate that different industry clusters may lead to different path strengths as a corporation adopts green management strategies.

This study used the TPB to explore green management adoption and was able to clarify the relationship between green management strategies and organizational performance. It is hoped that this study might provide academic as well as practical value.

The purpose of the experiment reported here was to examine Internet user concerns and perceptions of online shopping. The attitude of Internet users toward online shopping was measured using the Fishbein model. The relative factors influencing user attitudes toward online shopping and the relationship between the attitude and the influence factors were explored. The results show that the Fishbein model can effectively measure consumer attitudes and the examined consumer characteristics were important influence factors on consumer attitudes and online shopping decisions.

The purpose of this paper is to determine whether passing ISO accreditation can effectively enhance business performance, and further to explore the major contributions of ISO accreditation for companies. Although there are some current debates on the effectiveness of ISO9000, for many companies having ISO9000 accreditation is mainly for marketing purposes. However, no company really knows the detailed performance effects of ISO accreditation. In this study, both the Balanced Scorecard (BSC) and Activity Based Costing (ABC) methods are used to compare the direction and strength of each performance indicator for companies that have passed, or not passed, ISO accreditation.

Companies in the manufacturing industry and service industry, with stocks listed in Taiwan's regular stock market and over‐the‐counter stock market, are selected as the research targets. A total of 212 valid questionnaires from the manufacturing industry and 120 from service industries are collected for further analysis of business performance using the BSC method. In addition, ABC measures are used to compare the performance difference through objective financial data.

Through qualitative and quantitative methods, this study develops key measurement indicators along four performance constructs based on the Balanced Scorecard. These include 38 indicators for the manufacturing industry and 32 indicators for the service industry. Through evaluation and comparison, the study shows that the pass of ISO accreditation by an enterprise can enhance its business performance and financial benefits. Higher effects are especially apparent in the manufacturing industry.

This study uses the concept of the BSC to construct performance measurement indicators and to evaluate the business performance of enterprises. In addition, the differences in business performance attributed to the pass or fail of ISO accreditation have been compared through BSC and ABC methods. From the performance analysis, it can clearly analyze the difference displayed by enterprises that have passed or not passed ISO accreditation. These results can be referenced by different industries when performing performance evaluation and strategy making.

The purpose of this paper is to explore information‐processing in response to a specific promotional information campaign in a “social marketing” setting, and to devise a target audience segmentation strategy on the basis of the findings.

The case examples of on‐campus cultural events and activities at three universities in Taiwan are the focus of data collected by questionnaire from 759 students in three personality‐based clusters and subjected to analysis by structural equation modelling and MANOVA.

A model of the information‐processing structure exhibited a good fit to the data. There were clear differences among the clusters with respect to the individual elements of the model.

Restriction of the sampling frame to three universities in one country, chosen specifically for similarities in their on‐campus cultural provision, limits the generalisability of the findings and conclusions to other social marketing situations.

Personal characteristics were the single most important influence on students' processing of the information and participation in the events and activities. Conclusions are drawn for target audience segmentation in this specific case.

This study has developed an effective measurement index and structural model, which can serve as a point of reference for marketing planners in comparable situations.

This study aims to determine and discuss relevant factors and relationship models affecting consumers’ purchase intention towards the extended product, PC for Microsoft. The results are to serve as a reference for managers when implementing brand extension strategies.

The two major factors, “core‐brand attitude” and “consumer perception fit”, have been included in studying their influence on consumer purchase intention towards extended products. Of the questionnaire surveys distributed to PC users in Taiwan, 667 valid samples were returned. Structural equation modeling (SEM) was used to establish the relationship model.

The results indicate that consumers in Taiwan show a relatively high purchase intention towards virtually extended products, Microsoft PC. The relational structure shows that brand awareness has a significant influence on core‐brand image (parent‐brand image), thus indirectly affecting core‐brand attitude and causing impacts on consumer purchase intention towards extended products. On the other hand, consumer perception fit has greater influence than core‐brand attitude, denoting that both the brand association and product connection have a remarkable influence on consumer purchase intention towards extended products.

The study proposes an effective structural model and notes significant influence factors for consumers’ purchase intention towards extended products.