Shu-Hui Chuang’s research while affiliated with Asia University and other places

Although promising links have been established between social information processing capability (internal capability), customer co-creation (external capability), and social media agility, empirical studies have not offered sufficiently convincing evidence on the benefits of using social media. This study adopted the dynamic capability view that assesses the development of internal capability by combining information acquisition, communication, and responsiveness and examines the effect of customer co-creation on operational agility through the use of social media. Data were gathered from 231 responses to a questionnaire in a business-to-business sales context. The key contribution of this study is its examination of how social media agility is influenced by both internal and external capabilities. The results reveal these two types of capabilities to have an interactive effect on social media agility that is positively correlated with the strength of customer-firm relationships.

The research is concerned with how online reputation and its accountability influence a consumer’s perceived value, perceived risk, and willingness of purchase. To create a successful online business, focusing on monitoring online reputation is not enough. Any e-commerce business must be aware of the importance of managing online reputation by developing a unit to do so. Perceived risk has negative impact on the consumer’s perceived value; hence, the consumer’s willingness of purchase online lowers. Therefore, perceived risk has greater impact on consumers when they shop online than in real stores.

The purpose of this study is to explore the impact of the promotion on the consumer’s perceived value and risk. We are going to study what kind of promotional incentives can gain the favor of consumers and stimulate the consumer’s willingness to buy. Therefore, we use empirical research methods, using questionnaire survey and most of respondents are general public. We have collected about 305 questionnaires. According to the result, having the promotions has a positive effect on consumer’s perceived value, risk and purchase willingness. This study makes recommendations for empirical results: When industries are planning promotions, they should consider increasing consumer’s perceived value and control the perceived risk. They should be with non-monetary promotional activities to increase the repurchase intention of consumers.

Purpose: This study was to implement and evaluate a successful aging intervention program for middle-aged private insurance beneficiaries. Methods: The participants were recruited from the staff and middle-aged clients for the experimental and control groups of a private insurance company. The two client (experimental and control) groups were matched by comparable age groups, gender, education, and purchased insurance types. The intervention program provided for the staff and the experimental group consisted of a series of educational courses on the topics about successful aging and preparation for 4 months. In total, there were 40 staff members, in addition to the 74 members of the experimental group and 60 members of the control group participating in the study. Results: After the intervention, the rate of physical activity and exercise significantly improved for the staff and for the intervention group. There were significant improvements in behaviors associated with doing exercise and living a less sedentary lifestyle and in the utilization of health examinations, and improvements in fitness and blood pressure. Conclusion: The successful aging intervention program significantly improved awareness of successful aging, exercise behavior and fitness.

The prevalent consumption channel with portable devices has led to an emerging pattern of online–to-offline (O2O) purchasing behavior. By applying the technology acceptance model (TAM) and the theory of planned behavior as the theoretical framework, this study investigated consumers' perceptions toward applying quick response codes (QR codes) for shopping. Of the research sample, a total of 338 valid returns were investigated using a structural analysis with the partial least squares method. The results indicate that perceived innovation leads to greater perception of usefulness and ease of use. From the view of the TAM, the ease of QR code use does not influence the attitude of users regarding employing QR codes for shopping. The results lend support to the practical implications of the emerging O2O consuming behavior using QR codes with portable devices. Further findings and discussion are elaborated in this paper.

Although major contributions are being made by Social Networking Sites (SNS) in communications and e-commerce, very little attention has been given to its implementation. This study contributes to technology and human interaction domain by (1) extending the technology acceptance model (TAM), personality trait and telepresence in developing a comparative mode based on the behavioral intention, (2) testing the model with Partial Least Square (PLS) using Facebook user's data; and (3) comparing result across a developed (Taiwan) and an emerging (Thailand) economy. Results indicate TAM was to fit to test the behavioral intention model in these two economies. The findings support for the telepresence, perceived usefulness, and perceived ease of use, attitude and behavioral intention; however, the effect levels are different in these two countries (Taiwan vs. Thailand). In addition, only extraversion, conscientiousness, agreeableness, and neuroticism of the big-five personality have been discussed.

While marketing scholars have emphasized the importance of informational influence, our understanding of how influential unfavorable information is still remains fragmental. The purpose of this study is to examine the direct and indirect impact of negative informational influence on consumer attitude toward e-commerce acceptance. We seek to prove that negative information about an e-vendor is composed largely of unfavorable reviews regarding product quality, product price, vendor’s after-sales service, and vendor’s trustworthiness, and not only has a direct effect on consumers’ attitude toward the acceptance of that e-vendor, but also has an indirect effect on such attitude via their detrimental beliefs of perceived product quality, perceived price, perceived after-sales service, and consumer trust in vendor. Detailed findings and implications for academics and practitioners are presented

Studies have shown that many prospective consumers have the intention of reading online reviews of a product before purchasing that product online. How this intention arises, however, has not been extensively investigated. The study described here used the elaboration likelihood model (ELM) to examine the central and peripheral persuasion processes involved in shaping consumers’ intent to read online product reviews. These two processes were operationalized by respectively using perceived review quality and perceived review consistency as constructs in a model of persuasion to read online reviews. The findings of the study suggest that consumers’ intent to read online product reviews is shaped by their perception of such reviews as being either of high quality or as consistent with their prior knowledge about the product being reviewed. For an individual consumer, the persuasiveness of one of these processes over the other depends on the two respective moderators of consumer involvement and consumer expertise.