Fang-Mei Tseng

Why do not satisfied consumers show reuse behavior? The context of online games

Empirical studies have consistently identified consumer satisfaction as a key antecedent to reuse behavior. Business has focused on consumer satisfaction as a way to improve consumer loyalty. However, it remains unknown why there are so many satisfied consumers who do not show reuse behavior. Therefore, the present study examined the potential factors moderating the association between consumer satisfaction and reuse behavior. A literature review and focus groups were used to explore moderating variables, and hierarchical regression analysis was used to test their influence. The results showed that the relationship between consumer satisfaction and actual reuse behavior is contingent upon the moderating effects of customer involvement and corporate activities. In particular, the relationship between consumer satisfaction and actual reuse behavior is more sensitive when customer involvement is lower.

Combining scenario analysis with delphi and the technological substitution model to analyze the development of the OLED TV market

The technological substitution model, proposed in 1971, was designed to analyze the penetration process of new-generation technologies replacing old ones. It was expanded in 1979 to consider more than two generations and the substitution process among various entities in the market. However, this expanded model is often limited by a relative lack of data on the latest-generation technology, and while it presents rich and complex portraits of possible future scenarios, it fails to provide quantifiable forecasts. Therefore, previous researchers have combined these two models to analyze the development of new technologies. The current opinions of seasoned experts should also be taken into account for accurate forecasting. However, because there is often large variation among expert opinion, a method for coming to a consensus, such as the Delphi method, is also necessary. Therefore, we combined the technological substitution model with scenario analysis and the Delphi method to analyze the development of a new technology, namely, the organic light-emitting diode (OLED) TV. We elaborate three possible scenarios, and forecast the market share of OLED TV and four other TV technologies in the global market over the next 10 years: cathode ray tube, rear projection, plasma display panel, and liquid crystal display.

Do early adopters upgrade early?: An empirical study of mobile 4G service

Since Rogers proposed innovation diffusion theory, it has been used to analyze the new technology adoption behavior and divided the customer into five segments. Some studies compared the difference between early adopters and majorities. Some studies support the early adopters upgrade earlier, however, researchers usually employ self-report adoption intention as the proxy of actual adoption behavior. We argue that factors affecting adoption intention may differ to factors affecting actual adoption behavior. Therefore, we collect our dataset from a Taiwanese telecommunication service provider; the sample set includes 8900 users who register for the 3G service between 2005 and 2014 and their voice and data usage in August 2014. Some of them have upgrade to be 4G users. According to innovation diffusion theory, we divide the consumers to be four groups: early adopter, early majority, late Majority and laggards. The results show that the 3G early adopters have significantly higher usage of basic function than others. The 3G early adopters upgrade earlier for 4G than other groups, which is only partly supported. However, the 3G early adopters with higher usage of innovative function tend to upgrade earlier for 4G than their counterpart with lower usage of innovative function.

Forecasting of demand for new technology using data on analogies: The case of Long-Term Evolution mobile telecommunications in Taiwan

Reliable pre-launch forecasting of a new product plays an important part in helping companies to make investment decisions, allocate resources, and minimize risks. However, the creation of such forecasts is difficult and challenging because historical sales data are lacking. A popular approach to solve this problem is to use data from analogous products. However, the accuracy of this method depends on the set of similar products used for the analogies and their weights, and a more objective weighting method would be an improvement. Therefore, we developed a new integrated demand forecasting method that combines similarity analysis and the Bass model, which we used in an analytic hierarchy process (AHP) model to appropriately weight the forecasting results from the diffusion model of analogies. We illustrate the applicability of this forecasting method by simulating future Long-Term Evolution (LTE) 4G mobile communication subscribers in Taiwan.

Using patent data to analyze the development of the next generation of solar cells

With the shortage of raw materials for the production of crystalline silicon solar cells, the next generation of solar cells has reached the perfect stage for development. While in the past researchers have laid emphasis on the development of crystalline silicon solar cells, the application of the next generation of crystalline silicon solar cells is different. Among the thin film solar cells, the most widely-recognized is the a-Si thin film solar cell with the greatest potential to be developed and many manufacturers have already invested in R&D. In this study, we employ the patent portfolio proposed by Ernst to embark on the analysis of technology development regarding the a-Si thin film solar cell and find that the major technology field has reached the mature stage in the technology life cycle; moreover, four patent strategic clusters are obtained. The results regarding the company level and technology level of the clusters are integrated with the profile data and the development focus to realize the patent performance, technology capacity and R&D background concerning the technological fields of the a-Si thin film solar cell and to propose patent strategies to companies.