Clyde Warden

National Chung Hsing University | NCHU · Department of Marketing Management

Rapid acceptance of the relationship paradigm, within marketing, is in no small part due to the powerful metaphor of marketing-as-relationship. Through observation of localized television home shopping (THS), with its intensive use of communication between salesperson and customer, we examine how local meanings of relationship marketing are abstrac...

Language learning motivation plays an important role in both research and teaching, yet language learners are still largely understood in terms of North American and European cultural values. This research explored language learning motivation constructs in a Chinese cultural setting, where large numbers of students are required to study English. I...

Purpose Collectivism in service research is so bound with Asian cultures as to risk being overly deterministic. Contesting this stereotype, this paper surfaces the individualistic consumption facets of consumers within a collectivist cultural setting, describing the compensating role servicescapes may play and the service marketing opportunities th...

Self-regulated learning theory is central to computer supported collaborative learning (CSCL) and depends on learner autonomy to create socially shared learning, and yet function within the restraints and goals of a specific class pedagogy. By integrating the rich theoretical CSCL literature with an inductively derived theory of role-playing game p...

Although the brand equity concept has been validated in the nonprofit organization (NPO) context, little is known about its applicability to religion-affiliated NPOs, especially those in East Asia. Religion-affiliated NPOs’ unique characteristics and objectives require a bespoke brand equity analytical tool. In response, this study develops and val...

During the COVID-19 pandemic period, as school systems around the world all started to follow suit and go online, factors that hinders online learning adoption became an important issue. Inexperienced online learners, suddenly finding themselves off campus, approached remote learning class with expectations that are complex, subtle, and often contr...

Purpose Student motivation underpins the challenge of learning, made more complex by the move to online education. While emotions are integral to students' motivation, research has, to date, overlooked the dualistic nature of emotions that can cause stress. Using approach-avoidance conflict theory, the authors explore this issue in the context of n...

The escalating Sino-American trade war is forcing countries to take sides. Several governments, including Singapore’s, are following a neutral path. Little is known about the trade war’s effects on neutral-country consumers’ perceptions. We sample Singaporean consumers who rate the attributes of different products associated with the country brands...

The advancement of technology and the popularity of the Internet have significantly improved the operation of the human resources department. Understanding e-recruitment interface attributes will enable recruiters to better attract potential job seekers to apply for jobs online. Accordingly, this research employed an experimental design method with...

This study examines the required mechanical English communication skill levels in the workplace. We employed Google search tool to search job openings of mechanical engineers in Taiwan and then analyzed the English skill requirements listed on each individual mechanical engineer job opening. After keying in mechanical engineer, Google shows a total...

This study conducts development, application, and testing of artificial intelligence (AI) tools to both monitor learner ZPD and choose appropriate scaffolding for students in a large class, while students learn- by-doing through a Role Playing Game (RPG). Machine learning algorithms are developed and integrated into the cloud-based activity at both...

Introducing a culturally unfamiliar food to a new market requires understanding local meaning. Local psychological associations with nonendemic food often remain masked from common research methods such as surveys and home interviews. We apply a localized adaptation of the Zaltman Metaphor Elicitation Technique to explore consumer psychosensory per...

During the COVID-19 pandemic, government social marketing messages support strategies of suppression (often stay-at-home orders or lockdowns) and/or mitigation (through testing, isolation, and tracing). Success at lowering the virus reproduction rate (R0) depends on social marketing messaging that rapidly changes behaviors. This study explores a po...

Myths of the digital native persist, leaving questions about how well millennial learners engage with online classes. While smart devices are ubiquitous, some students are anxious about online learning. Educators risk investments in online classes leaving less technologically ready learners behind. We examine how differences in technology readiness...

This project explores the small open online course (SMOOC) and the artificial intelligence (AI) assisted writing, grading and feedback system Quick Research Papers (QRP) that overcomes the traditional teaching method’s problems and limitations of class size, space, time, and number of exercises, in order to enhance graduate students’ English abstra...

Objective: To quantify differences in patient expectations of healthscape (e.g., interior environment) across Western medicine (WM) and Traditional Chinese Medicine (TCM) paradigms. Data sources/study setting: Primary survey data comprise 469 Taiwanese consumers. National insurance coverage of both TCM and WM is an ideal setting to test for differ...

The purpose of this study was to examine differences in learning achievement, flow, and overall cognitive load between digital game-based learning (DGBL) and traditional computer-based learning (CBL). This study was conducted with 103 Taiwan college students: 50 college students in the experimental group used DGBL; 53 students in the control group...

The medical services market is rapidly expanding around the world, following the experience of the industrialized Western economies. Cultural differences make existing assumptions about health care quality risky to export, leading to an increasing interest in understanding patient satisfaction with care within non-Western contexts. Within the Great...

The medical services market is rapidly expanding around the world, following the experience of the industrialized Western economies. Cultural differences make existing assumptions about health care quality risky to export, leading to an increasing interest in understanding patient satisfaction with care within non-Western contexts. Both Western and...

Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how interface componen...

Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers' interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world. Our action research design, spr...

Western retailers find alignment with consumers in Greater China challenging. Managers struggle to understand local retail values, especially where quantitative marketing research obfuscates meanings behind overly simplified constructs - lacking richness that is key to alignment. As researchers embedded in a distant indigenous culture, we use an in...

Virtual spaces allow abstract representations of reality that not only encourage student self-directed learning but also reinforce core content of the learning objective through visual metaphors not reproducible in the physical world. One of the advantages of such a space is the ability to escape the restrictions of the physical classroom, yet repr...

Chinese negotiators are known to have a negotiation emphasis that differs from their Western counterparts, especially in issues of face and conflict. These values, however, are not monolithic, and can change depending on the negotiation circumstance. This research examines how negotiation tactics changes when Chinese negotiators are faced with coun...

Purpose The purpose of this paper is to extend research on metaphors of consumption to a Chinese cultural setting, specifically examining consumer thoughts related the Chinese concept of renao (hot and noisy). Design/methodology/approach The Zaltman Metaphor Elicitation Technique (ZMET) was used – a photo elicitation approach and semi‐structured i...

This research explores service failure-recovery strategies within the Chinese context in order to create a consumer-centered typology of failure types and expected roles of restaurant service providers in recovery attempts. Findings indicate that consumers classify recovery strategies into three categories of human intervention, monetary incentives...

The Elaboration Likelihood Model (ELM) uses central (more thoughtful) and peripheral (less thoughtful) routes of persuasion to maximize communication effectiveness. This research implements ELM to investigate the relative importance of different aspects of the user experience in online shopping. Of all the issues surrounding online shopping, conven...

Whereas many researchers have examined differences in values and behavior between Westerners and Asians, fewer have investigated differences within Asian cultural groups. A recent government initiative in Taiwan to encourage international education has led to the development of an international MBA program at the National Cheng Kung University in T...

For R&D personnel, the archetypal knowledge worker, tacit knowledge flow and knowledge creation capability is crucial in the con-text of new product development. Based on the perspectives of knowledge creation and knowledge network, this study intends to explore relationships among knowledge creation capability, knowledge network, and perceived R&D...

Consumer travel and multinational service corporations have increased the opportunity for service failures where consumers from one culture experience service problems in another cultural setting. This study extended the Stauss and Mang model, which proposed the possibility that intercultural service failures exhibit lower seriousness ratings due t...

This study investigates the impact of different language interfaces on web-based product searches by Chinese consumers in Taiwan and how language familiarity impacts attitudes about the products found. Findings show that understanding the web-page interface language improves product evaluation when the product has high differentiation in the market...

This study tests the existence of service failure and recovery categories, previously defined in the United States within the Chinese cultural setting of Taiwan. The CIT method was applied and found a high similarity between U.S. and Taiwan restaurant failure types and recovery strategies, while some unique differences were discovered, suggesting a...

To understand students' reaction to feedback, path analysis was used to generate models of student writing activity. Three groups received differing combinations of feedback and redrafting opportunity over four assignments. A total of 563 first drafts from 141 students were analyzed, resulting in 5,630 data points for modeling. Results suggest that...

The major purpose of this study was to investigate the existence of distinct motivational groups within a population of Taiwan English as a Foreign Language (EFL) learners. Based on previous English as a Second Language (ESL) research, this study assumed the existence of both an integrative and an instrumental motivation. A hypothesized motivation,...

The major purpose of this study was to investigate the existence of distinct motivational groups within a population Of Taiwan English as a Foreign Language (EFL) learners. Based on previous English as a Second Language (ESL) research, this study assumed the existence of both an integrative and an instrumental motivation. A hypothesized motivation...

Modern retailing channels have expanded rapidly and are now widespread in Taiwan. While supermarkets and hypermarkets appear to dominate Taiwan cityscapes, the combined revenue of all such retailers in 2002 was US$2.2 billion. On the other hand, a retailing channel that is more than six times larger than the widely observed modern Western/Japanese...