Yi-Ching Chang, Kuei-Chi Lee, Mei-Fen Miao and Huei-Jen Yu
In response to the increasing demands for energy saving and carbon reduction under current global trends, we apply 10 fashion summer tops from Paris and New York made of cotton…
Abstract
In response to the increasing demands for energy saving and carbon reduction under current global trends, we apply 10 fashion summer tops from Paris and New York made of cotton and CVC fabrics, fabric that has moisture transferring and sweat expulsion abilities, and fabric with moisture transferring and sweat expulsion properties that also imparts a cooling sensation in this study. Furthermore, by analyzing the activity of sympathetic and parasympathetic nerves which are measured by a heartbeat variability analyzer, we have obtained the relative comfort results in both the dynamic and static modes while the tested subject is wearing garments made from the 4 types of fabrics. We have tried to bring out the relationship between summer fashion style, fabric type and comfort. The test results indicate that the fabric with moisture transferring and sweat expulsion abilities can greatly increase the comfort of the garment and the comfort will be further increased if the fabric adds nano mineral-powder that imparts a cooling sensation for further moisture transferring and sweat expulsion. Finally, less coverage and stress on the top part (neck, shoulders and upper back) of the human body can reduce induced pressure and increase the relative comfort.
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Line Lervik-Olsen, Tor Wallin Andreassen and Sandra Streukens
The purpose of this paper is to provide insight into the decision process behind whether customers complain, and to identify the effects of the situational factor credence quality…
Abstract
Purpose
The purpose of this paper is to provide insight into the decision process behind whether customers complain, and to identify the effects of the situational factor credence quality in this decision process.
Design/methodology/approach
A quasi-experimental design is used in which scenarios are applied in combination with a survey to test and to compare the model and its boundary conditions with existing consumer behavior models.
Findings
The mental-accounting process (theory of trying to complain (TTC)) seems to be a stronger predictor than mere attitude models (theory of planned behavior) when trying to explain intention to complain. Second, anticipated justice from complaint handling is a strong driver of intention to complain. Third, in both models, subjective norms are a strong predictor of intention to complain.
Practical implications
This study contributes to both theory and practice by extending existing theory and offering the TTC, and by providing practical insight for service managers.
Originality/value
To the best of the authors’ knowledge, the current study is the first to compare systematically two complaint approaches explaining complaint intention: the attitude model and the mental-accounting model.
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Chin-Ching Yin, Hung-Chang Chiu and Yi-Ching Hsieh
Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories…
Abstract
Purpose
Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories for search and experience product types.
Design/methodology/approach
The authors used a survey of university students to test this study’s hypotheses.
Findings
The results reveal significant main effects of four conflict reversal stories on brand attitudes. The influences of man-against-self, man-against-man and man-against-society conflicts on brand attitude are greater for experience than for search products. In contrast, the influence of man-against-nature conflict is higher for search than for experience products.
Research limitations/implications
To generalize the results, this study should be replicated using more heterogeneous populations, setting the study in other cultures, testing actual brands and using a wider range of products.
Practical implications
The findings provide insights for marketers seeking to use appropriate conflicts in their brand stories to enhance customers’ brand attitudes.
Originality/value
Extant research does not address the relationship between different types of conflicts and customer attitudes, and the current study bridges this research gap.
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Chin-Ching Yin, Yun-Chia Tang, Yi-Ching Hsieh, Hung-Chang Chiu and Shu-Jie Jhu
This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values…
Abstract
Purpose
This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses.
Design/methodology/approach
From the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users.
Findings
The results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values.
Originality/value
This study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.
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Chin-Ching Yin, Yi-Ching Hsieh, Hung-Chang Chiu and Jhih-Ling Yu
The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and…
Abstract
Purpose
The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and post-choice satisfaction. Second, the authors investigate how time pressure moderates the effects of self-awareness on choice inconsistency and post-choice satisfaction so that online sellers can better align their marketing strategies.
Design/methodology/approach
This research consists of two studies. Study 1 conducted a 3 (self-awareness: public/private/control) × 2 (time pressure: high/none) experiment, and 311 online participants were recruited to explore the influence of public self-awareness and time pressure. Study 2 used a 3 (self-awareness: public/private/control) × 2 (time pressure: high/no) × 2 (self-consciousness: high/low) quasi-experiments, and the authors used 652 online participants to examine the effect of self-awareness, time pressure and public self-consciousness on choice inconsistency and post-choice satisfaction.
Findings
The results indicate that publicly self-aware consumers under high time pressure show greater inconsistency than those under no time pressure. Also, people with higher public self-consciousness exhibited higher choice inconsistency and post-choice satisfaction in public self-awareness situations than those in private self-awareness and control conditions.
Research limitations/implications
To generalize the results, this study should be replicated using more heterogeneous populations in diverse regions and cultures, as well as other product categories.
Practical implications
This study explores the implications of evoking self-awareness during online consumption and the online purchase process by observing the moderating effect of self-consciousness and time pressure. The findings provide insights to marketing practitioners who seek to increase their companies’ competitive advantage and profits through effective online manipulations of consumers’ self-awareness.
Originality/value
Extant research does not address how time pressure affects the relationships among public self-awareness, choice inconsistency and post-choice satisfaction. In addition, prior research only focused on public self-awareness in customer consumption. This study bridges these gaps and has implications for e-commerce, consumer behavior and relationship marketing research fields.
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Yun-Chia Tang, Yi-Ching Hsieh and Hung-Chang Chiu
The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice…
Abstract
Purpose
The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision paralysis and unhappiness. This article proposes that the desire and motivation to process information vary from person to person, and emotional factors are relevant.
Design/methodology/approach
With a 2 × 2 experimental design, this study examines the influence of the interaction of choice variety with need for cognition (NFC) on positive and negative emotions, and then tests the mediating effects on purchase intentions. The sample includes 214 college students, assigned randomly to self-assessment questionnaires.
Findings
Both high NFC respondents in the high variety condition and low NFC respondents in the low variety condition exhibit more positive emotions than low NFC respondents in the high variety condition but not more than high NFC respondents in the low variety condition. Positive (negative) emotions increase (decrease) consumers’ purchase intentions.
Research limitations/implications
The experiment was conducted in a virtual store, which may not match real-life store environments or reflect participants’ actual purchase behaviours, so additional research should consider the influence of involvement further.
Practical implications
The results offer suggestions for developing more effective communication with emotions, increasing involvement to maintain consumers’ positive emotions and relieve their confusion, and managing product variety.
Originality/value
This article meets the identified need to study how choice variety influences consumers’ willingness to purchase from a personal emotion perspective.
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Abbas J. Ali, Monle Lee, Yi‐Ching Hsieh and Krish Krishnan
Individualism collectivism measures, along with decision styles, are examined in Taiwan. About 600 questionnaires were distributed directly to employees with managerial positions…
Abstract
Individualism collectivism measures, along with decision styles, are examined in Taiwan. About 600 questionnaires were distributed directly to employees with managerial positions in private, public, and mixed enter prises in the capital, Taipei. In general, Taiwanese were found to be more collectivist than individualistic. Participants displayed a strong preference for consultative and participative styles and determined that these two styles were the most effective in practice. Further more, participants indicated that their immediate supervisors were mostly consultative and autocratic.
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Hung-Chang Chiu, Anurag Pant, Yi-Ching Hsieh, Monle Lee, Yi-Ting Hsioa and Jinshyang Roan
This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional…
Abstract
Purpose
This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional media. Instead, they focus more on word-of-mouth marketing to reach their potential customers.
Design/methodology/approach
A 2 (high/low utilitarian message context) × 2 (high/low hedonic message context) × 2 (message source: strong/weak tie strength) × 2 (channel: e-mail/blog) between-subjects experiment was conducted. A total of 363 completed questionnaires were collected in Taiwan.
Findings
The findings are fourfold. First, the greater the tie strength between the sender and the receiver, the more actively they share information. Second, an audience is more willing to share a message with others when the message contains higher degrees of utilitarian or hedonic values. Third, those who are highly involved with the products are more willing to share information than those who are less involved. Fourth, those who access the information via blogs are more willing to share information with others.
Research limitations/implications
The first limitation pertains to the issue of external validity. Also, to maximize internal validity, hypothetical scenarios and experimental designs were used rather than actual e-mail/blog experiences as stimuli. The results of this study provide some key strategic implications for companies that are seeking to enhance a successful viral marketing campaign.
Practical implications
This study suggests there is no “one size fits all” answer. A successful viral marketing campaign is specific to individual characteristics and the approaches used.
Originality/value
The present study combines related research – including communication theory, consumer value and involvement theory – to investigate the determinants of individuals’ intentions to share marketing information.
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Yi‐Ching Hsieh, Jinshyang Roan, Anurag Pant, Jung‐Kuei Hsieh, Wen‐Ying Chen, Monle Lee and Hung‐Chang Chiu
The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction.
Abstract
Purpose
The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction.
Design/methodology/approach
A survey of bank customers in Taiwan was conducted. The total number of valid questionnaires was 479. Reliability and validity were tested. Maximum likelihood procedure of LISREL 8.8 was used to test the hypothesized structural equation model.
Findings
The findings indicate that the overall satisfaction in the multichannel environment is a critical determinant of customer retention and participation. The present study also develops the antecedents of multichannel satisfaction. In the multichannel environment, perceived multichannel service quality is positively related to satisfaction, while perceived channel switching difficulty is negatively related to satisfaction.
Originality/value
The present study employs the stimulus‐organism‐response (S‐O‐R) paradigm and the channel loyalty framework to better model customers' response to marketing activities in the multichannel distribution system.
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Yu‐Hsiu Kao, Yi‐Ching Huang, Pei‐Ying Chen and Kuo‐Ming Wang
The purpose of this paper is to investigate the effects of an exercise education intervention on exercise behavior, depression and fatigue status of chronic kidney disease (CKD…
Abstract
Purpose
The purpose of this paper is to investigate the effects of an exercise education intervention on exercise behavior, depression and fatigue status of chronic kidney disease (CKD) patients.
Design/methodology/approach
This was a pilot study using an exercise education program as an intervention for CKD patients. The authors used the transtheoretical model (TTM) to design the exercise education programs. A total of 94 subjects diagnosed with CKD at a medical center in Taiwan participated in this quasi‐experimental study. Subjects were randomly divided into the experimental group (n=45) and the control group (n=49). The education program included written materials and teaching activities designed to encourage participants to initiate and continue regular exercise. Both groups took the pre‐test and post‐test containing a depression inventory, a fatigue scale and an exercise behavior inventory.
Findings
The findings indicated that changes in the exercise behavior, depression and fatigue status of the experimental group were statistically significant after the exercise education intervention compared with the control group.
Originality/value
The paper demonstrates that exercise education intervention can be administered by nursing staff, or a health educator, to encourage patients to exercise in order to enhance their quality of care.