Wei-Hung Hsiao’s research while affiliated with National Taichung University of Science and Technology and other places

Purpose This article investigates the impact of consumers’ promotion strategies on the effectiveness of promotional campaigns for subscribing to Over-the-Top (OTT) streaming services, from a prospective theoretical perspective. Additionally, it explores the moderating effects of platform type and subscriber type on promotion strategies in the context of OTT streaming services. Design/methodology/approach This study employs an experimental design to separately examine the promotion strategies of subscribers. The first part investigates the effect of promotion strategies on promotional effectiveness, regardless of platform and subscriber types, while the second part considers the moderating effects of both platform type and subscriber type on promotional effectiveness. Findings The analysis reveals that renewed subscribers exhibit a positive attitude toward incremental promotions and have stronger intentions to subscribe and recommend. Nonrenewed subscribers, in contrast, prefer discount promotions, demonstrating a positive attitude toward them and expressing higher intentions to subscribe and recommend. Originality/value This study applies prospect theory to OTT promotion strategies, uncovers the psychological drivers behind promotion effectiveness and examines the moderating role of subscriber type and platform type, thereby providing actionable insights to improve consumers’ attitudes and behavioral intentions.

More catering companies are trying to increase their capacity utilization during off-peak hours through O2O (online-to-offline) platforms. In order to increase the opportunities for potential customers to spend online, platforms often require catering companies to participate in cooperative advertising, but this may harm the catering companies' profits from offline customers. This research builds different game-theoretic models based on different O2O channel integration modes, and obtains the optimal cooperative advertising decisions and profits. In addition, the influence of model parameters (i.e., product attractiveness, advertising interaction, price discounts and platform listing fees) on optimized advertising decisions and profits is also discussed.

The emergence of the COVID‐19 pandemic dramatically lowered the foodservice industry's income overnight. Conversely, the practical measure of remaining at home to deal with the pandemic's impact has boosted the online food delivery business. In this study, a consumer perspective was adopted and an adapted version of the extended unified theory of acceptance and use of technology (UTAUT2) was used alongside multi‐attribute decision‐making methods (DEMATEL, DANP and modified VIKOR) to construct a model for evaluating and selecting a food delivery platform (FDP). The results of the INRM (influential network relation map) revealed that the first dimension to be improved upon and adjusted should be security, followed by effort expectancy, performance expectancy, social influence, facilitating conditions, hedonic motivation and habit. The DANP influential weights suggested that habits were the most important dimension, followed by hedonic motivation, while performance expectancy was the least important. According to the results of the gap analysis, the first dimension that required improvement was performance expectancy, followed by effort expectancy, facilitating conditions, security, social influence, habits and hedonic motivation. It is expected that the findings of this study can serve as a reference for consumers selecting FDPs to better satisfy their dining needs. The novel model is discussed in terms of theoretical, practical and managerial implications.

Advergame is important as a new form of digital marketing and few studies have shown a complete model structure along with understanding the antecedents of online purchase intention. Based on the hierarchy of effective and relevant behavioral theories, we propose a research model with four components: consumer beliefs, advergame attitude, brand attitude, and purchase intention. The elaboration likelihood model (ELM) is used as a complementary lens to define three game beliefs: advergame design, psychological state, and advergame content. A comprehensive literature review is further classified to define their comprised elements. Brand familiarity is shown as a moderator for the link of advergame and brand attitude due to a connection to behavioral theories. Empirical study consists of an online survey of 477 consumers who had recent experience of advergame playing. Most variables for game beliefs, including game-brand fit, perceived interactivity, involvement, entertainment, and receptiveness, show significant, positive effects on advergame attitude. Besides, advergame attitude reports an important, direct link with purchase intention. Brand familiarity indicates importance as the moderator.

Purpose The logistics industry has benefited hugely from the growth of e-commerce. The logistics and transportation industry operators have realized that higher-quality service and logistics management provides the competitive edge as the primary channel of communication with consumers. Digital voice assistants (DVA) is an information system based on an artificial intelligence framework that can interact through voice, such that a deliveryman can query for or use information in a relatively short time. The purpose of this paper is to explore the value of DVA in logistic service. Design/methodology/approach This study aims to develop a framework for innovation and logistics service capabilities of logistics and transportation services to structure a model based on the analysis hierarchy process method to discuss the factors considered when adopting DVA. Findings The results of this study implied that common problem and expectations of current operators in the delivery of goods and their expectations of DVA. Practical implications Innovative operations and planning are possible with information technology-enabled logistic services. It is important to identify relevant DVA development avenues. Originality/value The purpose of this study is to show which factors are significant to the logistics and transportation industry using DVA to aid the deliverymen, and it provides guidance for manager evaluating adopted DVA and its object.

Mobile advertising is an increasingly popular marketing channel since it can present advertising in a personalized manner. This study examines the development of customer product loyalty through mobile advertising by considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for defining the drivers of consumer behavior. Involvement and interactivity confirmation arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of perceived usefulness and customer satisfaction from the two drivers for developing customer product loyalty. Empirical analysis shows that both affective and cognitive perspectives, i.e., involvement and interactivity, are important drivers to motivate customer product loyalty. The findings can help practitioners design more effective approaches for mobile advertising.

This study is to develop a multimodal presentation software integrated with interactive whiteboard (IWB) as a multimodal presentation system (MPS) to support the classroom English learning in the elementary English as second language (ESL) course. It focuses primarily on techniques and tools to enhance the students’ ESL learning achievement and learning satisfaction in the classroom setting. This paper utilizes the MPS, based on Mayer's cognitive theory of multimedia learning (CTML), to present the multimedia instructional materials in auditory and visual modalities. An experimental research designed was conducted. The results revealed that there were statistically significant differences between the students in experimental group and control group on measures of learning effectiveness (i.e., academic achievement and learning satisfaction).

While issues regarding mobile advertising have captured the interest and attention of both practitioners and academics, in practice success stories are rare. An understanding of the continuance intention to use such services can provide insights into failed mobile marketing campaigns, and help to improve the implementation of future ones. Therefore, it is important to examine the underlying drivers of loyalty with regard to mobile advertising. This study uses the expectation–confirmation model in conjunction with the perspectives of value and trust to derive an integrated model to better understand the motivations behind consumers’ continued use of mobile advertising. We conducted an empirical study consisting of an online survey of 508 consumers who had experience with mobile advertising. The results show that perceived value, perceived usefulness, and satisfaction all directly influence continuance intention. Furthermore, consumer satisfaction has a crucial intervening role in the relationships that perceived value, perceived usefulness, and confirmation have with continuance intention. The theoretical and practical implications of the findings are discussed. One key limitation of this research is that the majority of respondents were students, although this group is the chief user of mobile advertising. Future research could be extended to consider other drivers of loyalty in this context, such as cultural differences and personal behavioural characteristics.