https://ir.lib.ncu.edu.tw/handle/987654321/51474 Search the Channel s https://ir.lib.ncu.edu.tw/simple-search https://ir.lib.ncu.edu.tw/handle/987654321/51778 title: Why firms do not adopt SaaS abstract: The development of cloud computing has promoted Software as a Service (SaaS) as another option for firms to adopt IT services. Many studies have confirmed the advantages of SaaS, while seldom conducted case studies on the implementation of SaaS. This research investigated the Top 2000 firms of Taiwan and constructed a research structure based on task/technology fit (TTF), joint benefit, and relationship viewpoints for analysis with PLS. The results show that although firms consider SaaS as a good solution for IT, they have no intention of adoption. The findings can help SaaS vendors to develop business strategies when designing future service models. <br> https://ir.lib.ncu.edu.tw/handle/987654321/51777 title: Value creation for the growth of contract manufacturers by technological competence leveraging abstract: Applying existing competence to different end products is an easy and low risk way, vis-a-vis building new competence, for a contract manufacturer (CM) to pursue growth. As such, a CM in effect adopts competence-related diversification. However, there is a strong concentration on value of competence building and neglecting that value is also created by competence leveraging for CMs' growth. Two case studies compared and contrasted two CMs in the composite material and IT industry in Taiwan. A survey of existing literature provided the relevant constructs and concepts for developing a conceptual framework of technological competence leveraging (TCL) functions for CMs' growth. Subsequently, in-depth interviews and secondary data from many sources were compared and analyzed. The results showed five functions of TCL that influence CMs strategic growth and they are: leveraging existing competence into new market; 1) having low risk; 2) utilizing slack resource; 3) displaying the value of competence to buyers; 4) building new competence for future growth; and 5) creating opportunities to build own-brand with low conflicts. <br> https://ir.lib.ncu.edu.tw/handle/987654321/51776 title: The influence of product contagion effect on consumer evaluation: The moderating role of cognitive style abstract: Contagion theory stated that consumer product perceptions can be affected by a transfer of properties from one object to another. This study was performed using candy and bitter gourd as the experimental sources. Moreover, we employed 233 students to participate in two experiments and used a 2 x 2 x 2 + 1 between-subjects design to measure the contagion effect. This research focused on how different source properties and presentation types affected consumer evaluations and how cognitive style moderated the result for positive versus negative contagion. Results revealed no significant difference between objects and photos. However, displaying the source and target product simultaneously produced a stronger contagion effect than displaying the source and target product sequentially. In addition, cognitive style moderated two factors in positive contagion. For source property, a photo had a stronger contagion effect than an object among field-dependence consumers, but there was no difference among field-independence consumers. For presentation type, simultaneous presentation created a stronger contagion effect than sequential presentation among field-independence consumers, but produced no difference among field-dependence consumers. Hence, this was the first study to discuss the personality on the contagion effect. Based on the obtained results, marketers could display their products in a better way. <br> https://ir.lib.ncu.edu.tw/handle/987654321/51775 title: The influence of health-related information on variety-seeking behavior The moderating roles of mood states and gender abstract: Purpose - This paper seeks to explore the effect of mood states and gender on the relationship between health-related information and variety seeking (VS) behavior among food products. Design/methodology/approach - Two experiments were conducted to examine the moderating effects of mood states and gender on the relationship between health-related information and VS. Findings - The results indicate that sad people incorporate more VS than happy people when health warnings and nutritional labeling are absent, but sad and happy people tend to converge to similar levels of VS when health warnings and nutritional labeling are present. Moreover, males incorporate less VS than females when health warnings are present, while females incorporate less VS than males when nutritional labeling is present. Practical implications - In the absence of health warnings and nutritional labeling, it is a wiser way for leading brands to cultivate positive consumer moods by utilization of humorous ads, so that they do not search for varied products. For less well-known brands, inducing negative consumer moods is a better way to encourage brand switching. Further, providing nutritional labeling will strengthen consumer brand loyalty by reducing their VS, especially for females. As the health warnings reduce the VS for males, marketers may take advantage of this effect by associating brand names with health warnings. Originality/value - As VS is found to be related to over-consumption, it is important to investigate the effects of health-related information on VS. However, little empirical evidence has been found on the effect of health-related information on VS behavior. Further, this study takes into consideration moderating factors as it is important for marketers to realize how health-related information interacts with the consumer's VS behavior under different mood states and gender. The findings demonstrate that the relationship between health-related information and VS is moderated by mood states and gender differences, an important contribution to the research on VS behavior. <br>