Kenneth C. C. Yang

Exploring factors affecting consumer intention to use mobile advertising in Taiwan

Abstract Mobile advertising refers to advertisements delivered through a mobile device. The present research employs variables adapted from the Extended Technology Acceptance Model (TAM2) and examines how social influence and past adoption behavior influence consumer intention to use mobile advertising among college students in Taiwan. The paper also examines the relationship between consumer attitudes toward and intention to use mobile advertising. The research used a survey method to investigate consumer attitudes toward mobile advertising among 468 college students in Taiwan. Empirical data from several regression analyses demonstrated consistent relationships between attitudes toward using mobile commerce, and attitudes toward and intention to use mobile advertising. As predicted in TAM2, social influence processes significantly influenced consumer attitudes toward using mobile commerce. Furthermore, their attitudes toward using mobile commerce also affect consumer attitudes toward and intention to use mobile advertising. The above findings reveal important factors that predict consumer attitudes toward and intention to use mobile advertising. Theoretical and practical implications are discussed.

Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements

Abstract This study investigates the effects of cultural values on crosscultural consumer responses to sex appeals in advertising. Special emphasis is placed on examining how consumers uncertainty avoidance index (UAI) influences their responses to sexual appeals in advertising. The study employs a 2.2 factorial between subject, post test only experimental design to study these relationships. Results from MANOVA analysis demonstrate that there are main effects of sexual appeals and consumers UAI on their attitudes toward the ad(Aad). The interaction effect between UAI and sexual appeals is also statistically significant. The usefulness of consumer cultural values in predicting cross national consumer responses to advertising is discussed. Implications and extensions into other crosscultural settings are suggested for future research.

How guilt level affects green advertising effectiveness

The study employed a between-subject post-test only experimental design to examine whether guilt appeal levels affected green advertising effectiveness measured by consumers’ attitude towards the advertisement and the brand. Furthermore, guilt-aroused feelings were examined for their effects. The study was conducted among 121 students in a large public university in the southwest of the United States (US). Empirical results supported the effects of guilt appeal on green advertising effectiveness. Participants were found to have more favourable attitudes towards the green advertisement and advertised brand when exposed to a low guilt advertisement than to a high guilt advertisement. Among three guilt-induced feelings, angry–irritated emotion and self-conscious emotion were found to moderate consumers’ attitudes towards the green advertisement and the advertised brand.

Exploring Big Data and Privacy in Strategic Communication Campaigns: A Cross-Cultural Study of Mobile Social Media Users’ Daily Experiences

Mobile communications have played an indispensable part in contemporary human experiences. The combination of social networking and mobile technologies presents an interesting phenomenon because the pervasive nature of mobile technologies significantly impacts on users’ privacy concerns about highly personal social media like Facebook. The massive amount of data collected from users’ mobile social media usage behaviors is beneficial to strategic communication professionals and practices. However, there are significant privacy concerns as a result of these big data applications. Because cultural context provides what is considered to be private and how individuals should respond to any infringement with their own privacy, Geert Hofstede’s 5-D cultural dimension framework was used as an interpretive framework to understand cross-cultural data collected from the Experience Sampling Method (ESM). The data were analyzed by examining country-specific differences in mobile social media users’ experiences, particularly, concerns over privacy among these cross-cultural mobile social media users. Individualism/Collectivism index was found to explain cross-cultural variations in our study. Theoretical and practical implications were discussed.

A comparative study of internet regulatory policies in the greater china region: emerging regulatory models and issues in China, Hong-Kong SAR, and Taiwan

Most research about comparative Internet policy literature has been devoted to the discussion regarding copyright protection and piracy, freedom of speech, censorship, encryption, and impacts on national sovereignty as well as regulatory bodies. In this study, I investigate the influence of national culture characteristics on the stipulation and implementation of regulatory models in the Greater China Region, which includes three Chinese majority societies, China, Hong-Kong SAR, and Taiwan. Because of their unique cultural and political characteristics, these three societies present remarkable cases to examine the effects of political-cultural dynamics on the making of Internet regulations.

An Exploratory Study of Factors Influencing Audience's Attitudes Toward Imported Television Programs in Taiwan

The diffusion of international television programs has been an important area of international communication research. In this article, we use theoretical constructs from country-of-origin and cultural proximity literatures and develop a model to explain audiences attitudes toward and willingness to watch imported television programs from China. Our study used a questionnaire survey method to collect data from 553 respondents in Taiwan. We examined television programs imported from China, a country that has tried to invade Taiwan to destroy its democracy in the past decades. Regression analyses found that, whereas cultural proximity was an important predictor, animosity turned out to be a more powerful predictor of Taiwanese audiences attitudes toward television programs from China. The results also demonstrated that if the Taiwanese audience perceived China as holding less animosity and more cultural proximity, they had more positive attitudes and were more willing to watch television programs imported from China.

The Effects of Candidate’s Ethnic Source Cue and Party Affiliation on Hispanic Voters’ Homophily Perceptions and Voting Intent

Because of the rapid demographic shifts in the United States (US), it is vital to examine how voters of different ethnic backgrounds perceive the ethnic source cue of a candidate in political advertising and how such perceptions influence voting behaviour. We used a post-test-only experiment to investigate the effects of candidate’s ethnic source cue and party affiliation on voters’ homophily perceptions and voting intent. A total of 335 college students from a large southwestern university in the US were recruited to take part in a post-test-only experiment. Results from multivariate analysis of covariance (MANCOVA) found that candidate’s ethnic source cue and party affiliation have significant main effects on voters’ homophily perceptions and voting intent. The moderating effects of voters’ own ethnicity, party identification and gender were also found to have statistically significant effects on voters’ homophily perceptions and voting intent. Theoretical and practical implications are discussed.

Big Data, Consumer Analytics, and Real-Time Bidding (RTB) Advertising: Emerging International Policy and Regulatory Issues (An Abstract)

With the assistance of new information and communications technologies (ICTs) and data analytical tools, marketing organizations now are capable of generating better targeted and more effective advertising campaigns. Among many emerging advertising practices, data-driven real-time bidding advertising (or RTB advertising) has attracted a lot of attention among scholars and practitioners. The process of RTB advertising refers to a new approach to sell advertising inventory on the network by targeting right audience and assigning each impression to the viewer in real time. However, in order for this data-driven advertising practice to function properly, the collection and analysis of massive consumer behavioral data are indispensable. Nevertheless, these often applauded big data, and consumer analytics practices have severe ramifications for consumer privacy at both national and international levels.

Consuming Foreign Cultural Products: An Exploratory Study of Country-of-Origin Effects on Korean Popular Culture Consumption in Taiwan

Cultural products such as transnational television programs have been an important area of international business. In this chapter, we employed concepts from the country-of-origin literature and developed a model to identify factors influencing viewers’ decision to consume South Korean soap operas. Our study used a questionnaire survey method to collect data from 553 respondents in Taiwan. Regression analyses found that, except for cultural proximity perceptions, Taiwanese viewers’ country-of-origin perceptions significantly predicted their decision to consume television programs from South Korea. We also employed hierarchical regression analyses to explore if COO perception factors continue to predict Taiwanese consumers’ viewing intention, when taking into consideration program quality perceptions and judgement. The results showed that, while some COO perceptions remain to be predictive, program quality factors turn out to be stronger predictors. Discussions and implications were included.

The Effectiveness of Permission-based Email Marketing for Non-profit Organizations: A Case Study of National Public Radio (KTEP-FM) in El Paso, Texas

Email advertising has evolved from simple text, untargeted mass mailings to visually sophisticated, highly targeted, permission-based interactive communication for non-profit organizations. This study employed a self-administered survey method to collect data from 400 participants, randomly selected from 1,806 supporters of a National Public Radio (NPR; KTEP-FM) station in El Paso. A total of 106 responses was received. Several linear regression models were run and showed that NPR members’ innovativeness variables significantly predicted their attitudes towards email advertising (F = 5.86, p < 0.01). β coefficients further demonstrated that the more technologies and online activities NPR members adopt, the more positive their attitudes towards email advertising will be. Results also showed that NPR members’ innovativeness (measured by their online activities) negatively predict their attitudes towards postal direct mail advertising. β coefficient demonstrated that the more online activities NPR members undertook, the less favourable their attitudes towards postal direct mail advertising were. Similar results were found for NPR members’ preference of postal direct mail advertising (F = 3.76, p < 0.05). Online activities also negatively predicted NPR members’ preference of direct mail postal advertising as shown by β coefficient in the regression model. The study also discussed managerial implications for non-profit organizations to better use email advertising.