Hsiu-Li Liao

Service Quality between e-Government Users and Administrators

After Taiwan governments implement it’s egovernment portal (MyeGov, www.gov.tw) in 2002 as a means of delivering better information services and resources, building quality service that encourage citizen uptake is becoming an increasing challenge. This paper addresses this issue and examines the quality divide cause by the cognitive difference between users and administrators of the egovernment portal. To understand what governments need to do to secure successful implementation of comprehensive government service that are relevant to citizens, the services quality of e-government portals are scrutinized through a survey on both its users and administrators. The investigation instrument is based on the conceptual model of service quality proposed by Parasuraman, Zeithaml and Berry. The research finds that the user’s intention of re-use the e-Government portal is highly associated with their service quality factors. The research also provides insights for government officials and practitioners to understand and improve e-Government practice by identify major cognitive difference between e-government portal’s users and its administrators that cause the low usage rate of the e-government portal.

Development of a Patent Retrieval and Analysis Platform - A hybrid approach

Research highlights? In this study, we have developed a patent retrieval system call ARAP. ? ARAP integrated bibliographic coupling with text mining to enhance patent retrieval. ? To test its effectiveness, a series of tests was conducted with various settings. ? On best combination, it had reduced the no. of patent recommended to more than 90%. ? The results show that hybrid approach helps to reduce the effort of patent retrieval. In order to process large numbers of explicit knowledge documents such as patents in an organized manner, automatic document categorization and search are required. In this paper, we develop an intelligent retrieval system for patent analysis that helps companies manage patent documents more effectively. By composing both bibliographic coupling and text mining approaches, this paper proposes a hybrid structure for higher search accuracy. An experimental prototype called PRAP (Patent Retrieval and Analysis Platform) was developed. Testing indicates that the PRAP has significantly increased the accuracy of patent retrieval compared to traditional patent search methods. We believed that our works have provided a feasible architecture for an intelligent patent retrieval system.

An exploratory study of product placement in social media

Purpose – The purpose of this paper is to focus specifically on the examination of factors influencing the effectiveness of product placement in social media. Design/methodology/approach – Two field experiments were used to test research models and questions. In each experiment, random sampling was used to assign volunteers into groups, controlled by different experimental settings. Questionnaires were distributed to the volunteers in order to collect their attitude toward advertisement, brand impression, and intention to click the advertisement. Their browsing behavior was measured by click through rate, browse depth, and browsing time. Findings – The paper found that the effects of product placement conducts (product prominence and presentation) in social media are similar to the effects of product placement in other media. Also, a match between the vehicle and product would create deeper browsing depth and longer browsing time on the product web site. Product placement on a higher awareness vehicle wou...

The Effect of Product Placement Marketing on Effectiveness of Internet Advertising

Compared to the traditional way of doing advertising, such as ad Banners, internet product placement is now emerging as a promising strategy for advertisers to do their job effectively in this Web 2.0 era. Therefore, this study focuses on the effectiveness of product placement advertising on the Internet. The results show that product prominence (Subtle or Prominent) and presentation of the advertising (Video or Images) significantly impacts the effectiveness of product placement advertising on the Internet, including brand impression, advertising attitude, and intention to click. Product prominence and presentation of the advertisement have an interactive impact. Our findings indicated that presenting the product through videos will enhance higher levels of advertising attitude, brand impression, and intention to click than presenting it through still images. Subtle placements will increase the level of advertising attitude and intention to click more so than prominent placements. But prominent placements increase the brand impression more than the subtle placements.

Framework for Classifying Website Content Based on Folksonomy in Social Bookmarking

Automated document classification approaches are divided into two major groups. The first is the group of keyword-based classification methods; these are frequently associated with unclear meanings of keywords and other issues. The second group is based on semantic analysis. Various academicians have constructed ontologies to solve semantic problems. However, ontology depends on expert knowledge of the problem domain, and the process of constructing knowledge depends on the participation of knowledge engineers. Folk classification (Folksonomy) is associated with Web2.0. Since Folksonomy is keyword-based, it still is associated with a semantic problem. This study presents an improved weighting mechanism to solve the semantic problems and the problematic effects of poor classification. The results of this study indicate that the Folksonomy-related weight classification mechanism can effectively reduce the number of classification results by more than 30% significantly improved the quality of tagging, and increased user satisfaction.

Development of a Patent Matching System Using a Hybrid Approach

There were many researches about applying various data mining or text mining tools to patent analysis, and there were many scholars and experts have verified the accuracy and the feasibility of those tools. However, since mining tools always tried to analyze the content using some mathematic methodology, such as linguistic algorithms, they neglect the fact that patent records are combinations of both structured and non-structured data; it contains not only the non-structured descriptive text but also many structured data related to each patent, such as inventors, assignees and citation information... etc. In another word, mining methodology tent to neglect this import features of patent records and handled them as pure text. This paper proposes a hybrid approach to conduct patent matching process. In this study, an experimental prototype call PMS (Patent Matching System) was developed by composing both data matching and mining approach. By entering several origin patents, the PMS will scan the patent database to generate a similarity ranking table, and then patents that most similar to those origin patents will be suggested to the user. As our sample testing reveals, the PMS achieved a remarkable patent matching capability, and show potential for further improvement.