What drives cyber shop brand equity? An empirical evaluation of online shopping system benefit with brand experience

[[abstract]]The purpose of this research is to determine whether online brand purchasing system benefit can influence the consumer's brand experience, and how brand experience can affect brand equity. The four antecedent constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) model - performance expectancy, effort expectancy, social influence, and facilitating condition - are selected as the technology system benefit. Five online product categories are chosen to constitute the research setting since they are the top sales performers in each online product category. Data were collected through an online survey, and 685 useful questionnaires were used for the final analysis. A structural equation model (SEM) was used to analyze the research hypothesis. The final research results demonstrate that three constructs (performance expectancy, effort expectancy, and social influence) affect the brand experience, which in turn affects the brand equity. Finally, the managerial implications of these findings and future research directions are briefly discussed.[[booktype]]紙

Impact of intangibility on perceived risk associated with online games

[[abstract]]Online computer gaming is growing at a rapid pace. However, this phenomenon is stigmatised by many negative connotations. This study investigated the influence of intangibility on perceived risks (social, time, financial, physical, performance and psychology) among online gamers. The self-completed market survey questionnaire employs the Intangibility and Perceived Risk scales. Data were gathered in Taipei city, the biggest metropolitan areain Taiwan. Both public (1018) and online (400) voluntary interviews were conducted. The collected data were analysed with a structural equation model. There is a significant positive relationship between intangibility and alldimensions of perceived risk. The findings have managerial implications and future research is suggested.[[incitationindex]]SSCI[[booktype]]電子版[[booktype]]紙

Consumers’ attitudes towards different product category of private labels

[[abstract]]This research attempted to investigate the consumer perceptions on product quality, price, brand leadership and brand personality towards convenience goods and shopping goods based on international private labels (IPLs) and local private labels (LPLs). Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected. The findings revealed that the consumers in Taiwan believe that international and local hypermarkets both produce better convenience goods than shopping goods that have high quality and deliver more value. This research represents one of the few pioneer works that empirically investigate the aforementioned issues.[[journaltype]]國外[[incitationindex]]SSCI[[ispeerreviewed]]Y[[booktype]]電子版[[countrycodes]]NG

Investigating member commitment to virtual communities using an integrated perspective

[[abstract]]Purpose – Although the number of virtual communities has increased dramatically over the past few years, attracting and maintaining members remains the biggest challenge to establishing virtual social networks. This study seeks to integrate the roles of individual factors (issue involvement), social factors (social interaction), and system factors (system interactivity), and to explore how these factors contribute to member commitment in virtual communities. Design/methodology/approach – A total of 402 undergraduate students, who are all current members of virtual communities, participated in this study. Data were analyzed using structural equation modeling (SEM). Findings – The findings reveal that member commitment to communities was influenced more by their issue involvement compared to their perceived social interaction or perceived system interactivity. Originality/value – This research contributes to online community literature by integrating critical antecedent factors in the field of community commitment behavior. The findings indicate that issue involvement is more important than social interaction and system interactivity for influencing member commitment to communities. Additionally, the findings suggest that online community administrators should consider community positioning and topic selecting programs when attempting to influence users to commit to communities.[[notice]]補正完畢[[incitationindex]]SSCI[[booktype]]紙

Consumer-Based Leisure Constraint for Online Gaming

[[abstract]]The purpose of this study is to develop a multidimensional measure of consumer-based leisure constraint for online game play and to assess its psychometric properties. An empirical model of player constraint in online games provides the foundation to understanding and assessing how players differ from one another (such as high gamers/low gamers and high gamers/non-gamers) and how constraints on play relate to frequency of use. In the current study, an exploratory factor analysis was used to extract the common factors, and confirmatory factor analysis was used to create an empirical model of players' perception of constraint and to reveal its underlying structure. The analysis revealed six dimensions of constraint. The relationship between perception of constraint and frequency of use is also presented.[[notice]]補正完畢[[incitationindex]]SSCI[[booktype]]電子版[[booktype]]紙

Subjective Well-Being: Evidence from the Different Personality Traits of Online Game Teenager Players

[[abstract]]This present study provides insight into the relationship between personality traits and the subjective well-being for online game teenager players in Taiwan. The questionnaire has been adopted in the cyber cafe shops in Taipei, Taiwan, and 134 usable questionnaires produced to be used for the final data analysis. The results demonstrate that Neuroticism and Agreeableness have significant negative influence and Openness has significant positive influence on subjective well-being.[[incitationindex]]SSCI[[booktype]]紙

Customer acceptance of playing online game on mobile phones

[[abstract]]Online gaming keeps growing as a virtual entertainment industry with the improvement in IT applications and PC popularity. This study explored consumer acceptance after the implementation of online games through mobile phones, based on the 'Unified Theory of Acceptance and Use of Technology' (UTAUT) model, while considering the moderating effects of the online gaming experience and experience of web browsing on mobile phones. The research results indicate that performance expectancy, effort expectancy, social influence and facilitating conditions are all significant determinants of attitudes toward playing online games through mobiles and following the attitude positively influences behavioural intention. This research also reveals that the experience of playing online games and the experience of web browsing on mobile phones have a moderating effect on the acceptance of playing online games through mobile phones. Finally, management implications and future research are also presented in this research.[[notice]]補正完畢[[journaltype]]國外[[incitationindex]]SSCI[[ispeerreviewed]]Y[[booktype]]紙本[[countrycodes]]GB

Relationship between Motivation and Satisfaction of Online Computer Games: Evidence from Adolescent Players using wireless service in Taiwan

[[abstract]]This study provides insight into the relationship between leisure motivation and leisure satisfaction with wireless service among teenage online gamers. A systematic sampling produced 134 usable questionnaires for the final data analysis. Findings revealed that teenagers playing online games with wireless service for intellectual motivations report educational leisure satisfaction. With wireless service, online game players with social motivations report educational, social and relaxation leisure satisfaction. Players with stimulus-avoidance motivation report greater psychological, educational, relaxation, physiological and aesthetic leisure satisfaction. Finally, this work discusses implications for leisure practice and further research.[[incitationindex]]EI[[booktype]]紙

[[alternative]]知覺風險、無形性與消費者特性對玩線上遊戲之影響

[[abstract]]Online game is the most popular entertainment application in the virtual world and online gamers demonstrate high attachment to playing online games. Previous studies have linked to the numerous negative outcomes in playing online games. The factors contribute to the negative consequences on using online game have been relatively neglected. The purpose of this study is to explore the impact of perceived risk, intangibility, gender and age (adolescent/adult) difference on online game playing consequences and intentions. Past usage frequency is also made to look into the influence additional purchase intention. A total of 1418 useful questionnaires (including 1018 from public interview and 400 from online questionnaire feedback) were collected for final data analysis. The results demonstrated the important roles that time risk, psychological risk, financial risk, physical intangibility, mental intangibility and generality play on the negative consequences associated with online game playing. The results also indicated that male and adolescent individuals spent much more time on online game and intented to act the entertainment more than females and adults did. Finally, past online game playing frequency was showed to be a positive predictor of future online game playing intention.[[abstract]]線上遊戲為應用於網路虛擬世界中最流行之線上娛樂，且線上遊戲玩家與線上遊戲間具有高度的連結。以往的研究者以發現玩線上遊戲劇有眾多的負面效果，而究竟是什麼因素造成玩線上遊戲的負面後果卻一直在研究上被忽視。為補足過去缺口，本研究嘗試探討知覺風險、無形性、性別及年齡差異(成人與青少年)對目前玩線上遊戲的結果及未來的影響。過去的使用頻率也被納入影響未來使用意向的考慮因素。本研究共蒐集1418份有效問卷(包括1018份公開訪問的實體問卷及400份網路問卷)以做為最終的資料分析數據。研究結果發現時間風險、心理風險、財務風險、實體無形性和一般無形性對玩線上遊戲具有負面影響。相較於女性與成人，研究結果指出男性和青少年花較多的時間在玩線上遊戲且較高採用此娛樂的意圖。最後，研究結果顯示過去玩線上遊戲的頻率會正向影響未來玩線上遊戲的意圖。[[notice]]補正完畢[[incitationindex]]SSCI[[booktype]]紙

Research on the Influence of Athlete Prestige and Athlete Distinctiveness on Athlete's Brand Image

補正完畢國際Ho Chi Minh City, VietnamVN