Yu-Hui Fang

Tamkang University · Department of Accounting

The development of peer-to-peer platforms has reduced the profitability of existing business operations. However, relatively few studies have explored consumer switching between sharing economy platforms and existing business operations. By using the push–pull–mooring framework, this study explores the predictors that affect consumer switching betw...

The paucity of environmental resources and the threatening warning of global climate change have led to increasing research on environmental issues [e.g., pro-environmental behaviors (PEBs)]. Although norm activation theory (NAT) is a well-recognized theory for approaching PEBs, existing works appear insufficient to explain PEB in the context of so...

Although sharing is not a new subject, sharing behavior enabled by peer-to-peer software technologies is a recent phenomenon. Studies have explored the impact of the sharing economy on consumers by applying the theory of planned behavior, complexity theory, and social exchange theory, but few studies have explored transaction costs in the sharing e...

Mobile applications (apps) have attracted increasing attention as an unprecedented opportunity for retailers. This study aims to explore how a branded app supports customers’ shopping decision during the COVID-19 (coronavirus) crisis. Integrating person-environment fit theory and the theory of exploitation and exploration, this study links person-a...

Although smart tourism has received considerable research attention, few studies have investigated the determinants of how tourists evaluate their service experiences. This study attempted to explore how business value proposition shapes the functional and emotional outcomes of travel experiences and influences the evaluation of service experiences...

This study adds to the growing research exploring the consequences of knowledge hiding in organizations. Drawing from the social exchange theory and the norm of reciprocity, this paper examines the direct and indirect—via distrust in supervisor—relationships between supervisor knowledge hiding (SKH) and supervisee organizational citizenship behavio...

Purpose Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce. Design/methodology/approach The study devises a theoretical model linking the...

Social networking sites (SNSs) have enabled people to voice their concerns by making their voices heard and hence initiate social change. Constructive voice behavior concerning societal matters, mediated by SNSs, is a much under-explored area and requires investigation. Primarily, voice literature has mainly discussed voice behavior within organiza...

By adapting Brunswik's lens model and the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated how perceptions of the game features (mechanics), influence game-challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. The findings revealed that locatabil...

With the increasing popularity of social media, consumers are increasingly generating and sharing content, facilitating the growth of social commerce sites. Studies have explored the factors driving consumers’ adoption of social commerce, but relatively few of them have investigated the role of sociability. Because sociability determines how users...

Based on theories about curiosity and subjective well-being (SWB), this study proposes a research model for how participation and browsing initiate different routes to satisfying members’ diverse needs, thus increasing their SWB and their continuance intention in knowledge-based virtual communities (VCs). Two curiosity constructs, informational dep...

Purpose This paper aims to examine the consequences for innovative work behavior (IWB) of top-down knowledge hiding – that is, supervisors’ knowledge hiding from supervisees (SKHS). Drawing on social learning theory, the authors test the three-way moderated-mediation model in which the direct effect of SKHS on IWB is first mediated by self-efficacy...

An increasing number of companies have created branded apps to communicate with and satisfy the needs of target audiences. The interactive features of smartphone apps strengthen the brand–consumer relationship and help consumers develop positive brand attitudes. However, few studies incorporate the brand–consumer relationship into the branded apps...

The impacts of help-seeking (HS) on purchase decisions associated with social media websites (SMWs) are deemed powerful given the enormous popularity of social media and growth of social commerce. This research explores HS on SMWs and empirically investigates how it influences users’ decision performance. Utilizing the heuristic-systematic model (H...

The rise of mobile apps is compelling ambitious companies to rush to market their own branded apps in hopes of building customers’ brand loyalty. By applying service-dominant logic, the lens of affordance, and two brand perceptions (brand competence and brand warmth), this study explores critical determinants of app continuance intention and brand...

Purpose Providing that branded applications (apps) became a new trend in mobile marketing, the purpose of this study, thus, is to explore how to promote app users’ continuance intention and purchase intention (i.e. “app continuance”) toward a specific branded app. Design/methodology/approach By integrating both goods-dominant logic (GDL) and servi...

Mobile social networking applications (MSNAs) are readily attractive for supporting interactions and collaborations between people in a variety of mobile environments due to their low-cost and ubiquity. Departing from existing research, this study focuses on the influence of negative emotions in the context of MSNA use. Integrating theories of copi...

Branded mobile applications (apps) present one of the most promising opportunities for marketers to reach current and potential customers, sell products or services, and facilitate customer engagement with brands. This study aims to explore how branded apps influence consumers’ brand repurchase intention and continuance usage intention. Integrating...

The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosi...

Instant messaging (IM) is one of the most popular Web 2.0 tools for the facilitation of synchronous communication, collaboration, and social interaction among users. The chances that incumbent instant messaging (IM) users will suffer from involuntary switching have increased because competition can eliminate their service/technology providers. This...

This study explores how people evaluate and adopt electronic word-of-mouth (eWOM) information on social networking sites (SNSs). Applying the logic of the Brunswikian lens model, we develop a framework suggesting that mechanisms of cue utilization (consistency-checking and knowledge-based validation) validate the cues of identity claims (argument s...

Members’ voluntary and beneficial behaviors (i.e., citizenship behaviors) are central to the development and success of professional virtual communities (VCs). In this study, we identify two types of citizenship behaviors in VCs: those directed toward the VC and those directed toward individuals. We propose a theoretical model to examine whether VC...

Employees are often sandwiched between understandable customer grievances and unchangeable organizational policies: only when employees feel fairly treated will they treat customers fairly. Most previous studies focused on external service recovery systems for customers, but neglected internal service recovery systems for frontline employees. By ex...

Despite the explosive growth of electronic commerce, individuals hesitate to shop online due to acts of deception, a behavior which is especially exaggerated on auction websites. The study explores antecedents of perceived deception from a deceptive impression management (IM) perspective to understand the consumer purchase decision process in onlin...

Social networking sites (SNSs) are one of the Web 2.0's most utilized services, and the influential force of electronic word of mouth (eWOM) on SNSs deserves our unequivocal attention. This study aims to explore how users of SNSs adopt information embedded in eWOM reviews shared by other users. Using the stimulus-organism-response model and affect-...

Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers based on means-end chain theory and prospect theory. In the research model, both utilitarian value and hedonic value are hypothesised to affect...

This study investigates the repeat purchase intention of experienced online buyers. In the research model, psychological contract violation is proposed as a formative second-order construct driven by distributive justice, procedural justice, interpersonal justice, and informational justice. Psychological contract violation is hypothesized to negati...

Given that the Internet does not afford an opportunity to inspect products before purchase, some customers hesitate to shop online. Online interactivity can supplement online decision-making with added product information. Based on the theories of impression management and deception, this study focuses on sellers’ online interactivity strategies (S...

Purpose – The aim of this study is to extend DeLone and McLean's IS success model by introducing justice – fair treatments received from the exchanging party – and trust into a theoretical model for studying customers' repurchase intentions in the context of online shopping. Design/methodology/approach – The research model was tested with data fro...

Knowledge has become the key to success in the global knowledge economy, not only for organizations, but also in virtual communities of practice (VCoPs). The major challenge in sustaining a VCoP is acquiring knowledge spontaneously from members. This challenge leads to our research question: what encourages VCoP members to voluntarily and continuou...

Service recovery is a critical moment of truth in retaining customers and reinforcing customer relationships, and has been considered as an "Achilles' heel" in online marketplaces. Poor service recoveries exacerbate the negative effects of the failure, producing a "double deviation" effect. The double deviation effect may arise from the seller's po...

Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers. In the research model, psychological contract violation is proposed as a formative second-order construct driven by distributive justice, proce...

Purpose The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping....

As with organizational development, citizenship behavior should be central to the development and success of open professional virtual communities (OPVC). An increasing literature emphasizes on predicting knowledge contribution behaviors in virtual communities from the extrinsic and intrinsic motivation or benefit perspectives. In line with the con...