Hsin Hsin Chang

Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator

The Internet is a communication channel that allows individuals to share information and knowledge. However, it is not obvious why individuals share knowledge with strangers for no apparent benefit. What are the critical factors influencing such behavior? To attempt to understand this paradox, we combined the theories of social capital and individual motivation to investigate the factors influencing knowledge sharing behavior in a virtual community, applying a participant involvement concept to analyze the moderating effects of individual motivation on knowledge sharing behavior. By analyzing the results of a survey using a questionnaire, we found that altruism, identification, reciprocity, and shared language had a significant and positive effect on knowledge sharing. Reputation, social interaction, and trust had positive effects on the quality, but not the quantity, of shared knowledge. Participant involvement had a moderating effect on the relationship of altruism and the quantity of shared knowledge. Theoretical and managerial implications are discussed.

The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value

Since the online market has been growing rapidly over the past several years, electronic marketing activities have drawn a lot of attention. Many companies generated customer loyalty by improving electronic service quality (e-service quality) but the effects needed to be further examined. The first purpose of the study is to integrate relevant literature and develop a comprehensive research model of electronic commerce to identify its antecedent and consequential research variables. This study tests the interrelationships among the perception of e-service quality, customer satisfaction and customer loyalty. The second purpose of this study is to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and loyalty. Through a questionnaire survey, the results of this study indicated that e-service quality has influence on customer satisfaction and then generates customer loyalty, which is consistent with Bagozzis appraisal→emotional response→behaviour framework. Another key finding is the relationship between customer satisfaction and loyalty, which is stronger for customers with high perceived value than low perceived value. Conclusions indicate that website owners should not only improve e-service quality, but also emphasise customer perceived value.

Consumer perception of interface quality, security, and loyalty in electronic commerce

Customer interface quality, perceived security, and customer loyalty are critical factors for success of an e-commerce website; however, the relationships among them are not fully understood. We proposed a model for testing the relationships among them and the important outcomes of the site: switching costs and customer loyalty. Data was collected to test the model using a web-based survey, and empirical analyses were performed using SEM. The analytical results demonstrated that customer interface quality and perceived security positively affected customer satisfaction and switching costs, and thus customer loyalty to an e-commerce website. Specifically, our study showed that switching costs positively moderated the effect of customer satisfaction on customer loyalty; this moderating effect is discussed.

The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator

Customer interface quality has been confirmed to critically influence the success of electronic commerce, and there has been extensive discussion about the effects of customer interface quality on consumer behavior. However, few studies have examined how customer interface quality affects e-loyalty. Furthermore, although satisfaction and switching costs are expected to be antecedents to customer loyalty, few studies have systematically examined how these elements are related to customer interface quality. This study proposes an integrating theoretical framework for testing the relationships among customer interface quality, satisfaction, switching costs, and e-loyalty. Moreover, this study argues that the relationships among these constructs are moderated by Internet experience. Empirical analyses are performed using structural equations modeling analysis. The findings confirm that customer interface quality, including customization, interaction, convenience and character, contributes to generating e-loyalty. Particularly, the results show that convenience directly enhances e-loyalty. Additionally, this study finds that customer interface quality positively influences switching costs for customers with higher Internet experience, a phenomenon that has not previously been explored.

The moderating effect of customer perceived value on online shopping behaviour

Purpose – The purpose of this research is to examine the impact of e‐service quality, customer perceived value, and customer satisfaction on customer loyalty in an online shopping environment.Design/methodology/approach – There were two studies performed in this research. Study 1 validated the self‐regulating processes; Study 2 tested the moderating effects of customer perceived value between satisfaction and loyalty. Structural equation modelling techniques and linear hierarchical regression models were used to test the causal model.Findings – The study demonstrated that e‐service quality and customer perceived value influence customer satisfaction, and then influence customer loyalty. In addition this study found that customers with a high perceived value have a stronger relationship between satisfaction and customer loyalty than customers with a low perceived value.Research limitations/implications – We found that there are emotional and rational routes influencing customer loyalty in the online shoppi...

The impact of brand equity on brand preference and purchase intentions in the service industries

The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.

Adoption of e-procurement and participation of e-marketplace on firm performance: Trust as a moderator

Today, IT has a major influence on commercial activities, accelerating the adoption of e-procurement and e-marketplace participation in many industries. We examined firm motivations for adopting e-procurement for their operations in thee-marketplace and measured their performance to assess its benefits. Trust was considered as a moderating variable between the relationship of e-procurement adoption and e-marketplace participation. A two-stage analysis, including both a qualitative and quantitative approach, was applied. Hypotheses were developed and a model constructed. A research questionnaire was developed and distributed followed by data analysis and testing. The results showed that firms that adopted e-procurement were more likely to participate in the e-marketplace and that the firms performance was enhanced after such participation. Trust was shown to have a moderating effect upon firm willingness to adopt e-procurement when it was considering participation in the e-marketplace.

Technical and management perceptions of enterprise information system importance, implementation and benefits

Abstract.  This paper compares information systems (IS) integration in high‐tech organizations from the information technology (IT) and general management perspectives. All the organizations studied have experience of integrated Enterprise Resource Planning systems, and some with their extension to Supply Chain Management and Customer Relationship Management systems. The operational scope of the sample systems, and senior IT and general management perceptions of the importance of their functions, benefits and implementation success factors, obtained by qualitative interviews with 49 senior managers and a quantitative survey of 219 high‐tech companies, are described and compared. Although the opinions expressed indicate some mutual hostility, IT and general management perceptions of IS implementation were very similar. IT managements overall importance assessments of business functions were more strongly correlated with their overall level of implementation, and they tended to rate system benefits and system reliability more highly. The significance of these findings is discussed and some suggestions for further investigation, placing them in a wider context, are made. Arguably, the similarities found are more important than the differences.

Effects of internal marketing on nurse job satisfaction and organizational commitment: example of medical centers in Southern Taiwan.

&NA; As nurses typically represent the largest percentage of employees at medical centers, their role in medical care is exceptionally important and becoming more so over time. The quality and functions of nurses impact greatly on medical care quality. The concept of internal marketing, with origins in the field of market research, argues that enterprises should value and respect their employees by treating them as internal customers. Such a marketing concept challenges traditional marketing methods, which focus on serving external customers only. The main objective of internal marketing is to help internal customers (employees) gain greater job satisfaction, which should promote job performance and facilitate the organization accomplishing its ultimate business objectives. A question in the medical service industry is whether internal marketing can similarly increase the job satisfaction of nurses and enhance their commitment to the organization. This study aimed to explore the relational model of nurse perceptions related to internal marketing, job satisfaction, and organizational commitment by choosing nurses from two medical centers in Southern Taiwan as research subjects. Of 450 questionnaire distributed, 300 valid questionnaires were returned, giving a response rate of 66.7%. After conducting statistical analysis and estimation using structural equation modeling, findings included: (1) job satisfaction has positive effects on organizational commitment; (2) nurse perceptions of internal marketing have positive effects on job satisfaction; and (3) nurse perceptions of internal marketing have positive effects on organizational commitment.

Critical Factors and Benefits in the Implementation of Customer Relationship Management

Abstract In competitive consumer markets, building and maintaining a good relationship with customers is essential to long-term business survival. Currently, firms are applying Customer Relationship Management (CRM) to facilitate the maintenance of this relationship. This investigation applies interview survey methods to explore the relationship between Business Process Reengineering (BPR), Organizational Learning, Relationship Quality, and Organizational Performance in the implementation of a CRM system. Among these factors, BPR and Organizational Learning are the first steps in the construction of CRM. BPR involves staff reward and training, organizational structure, and information technology tools. Organizational learning involves commitment to learning, shared visions and open-mindedness. Relationship Quality involves trust, satisfaction and commitment, which are intended to be increased by the implementation. The Balanced Scorecard approach is applied to the measurement of Organizational Performance, involving the internal business process, learning and growth, customer, and financial performance perspectives. Overall, the study supports the proposition relationship between the four perspectives. The actual implementation of CRM is believed by the respondents to contribute to an improvement in relationship quality and organizational performance, and the consensus is that implementation of a CRM system should be preceded by BPR and organizational learning.Abstract In competitive consumer markets, building and maintaining a good relationship with customers is essential to long-term business survival. Currently, firms are applying Customer Relationship Management (CRM) to facilitate the maintenance of this relationship. This investigation applies interview survey methods to explore the relationship between Business Process Reengineering (BPR), Organizational Learning, Relationship Quality, and Organizational Performance in the implementation of a CRM system. Among these factors, BPR and Organizational Learning are the first steps in the construction of CRM. BPR involves staff reward and training, organizational structure, and information technology tools. Organizational learning involves commitment to learning, shared visions and open-mindedness. Relationship Quality involves trust, satisfaction and commitment, which are intended to be increased by the implementation. The Balanced Scorecard approach is applied to the measurement of Organizational Performance...