Yolande Yang - Academia.edu (original) (raw)

Papers by Yolande Yang

Word-of-mouths (WOMs) are now an important information source for purchase decision. Due to the a... more Word-of-mouths (WOMs) are now an important information source for purchase decision. Due to the advance in internet technology, people now can share online their consumption experience, both positive and negative, to others. The WOMs may diffuse to not only their friends but also enormous online users. When consumers dissatisfy the product or service, they may share the dissatisfactory experience to others as WOM, which may bring out discussions for the product or service. The discussions on the negative WOM may help to communicate the negative information to enormous others, which may damage the sale of the product or service. The diffusion and life cycle of negative WOM is an important issue for managers. However, few studies focus on it. Thus, the current study focuses on the discussion pattern and life cycle of negative WOMs by observing the 782 discussion articles in a large online community.

The high penetration rate of mobile internet access makes the social networking tools ubiquitous.... more The high penetration rate of mobile internet access makes the social networking tools ubiquitous. Through social networking tools, people now can easily contact others for social purpose as well as for work purpose. As a result, mobile social networking tools are now blurring the boundary between work and family domains and creating a new work-life relationship. Using social networking tools for work provides a lot of benefits as well as some negative effects. In the paper, we develop two empirical studies to examine both the positive effects and negative effects of using social networking tools for work. Our finding indicates that using social networking tools increases group effectiveness, which results in improvement of group identity. Nevertheless, using social networking tools for work also blurs the boundary of work-life, which may raise the work load and work-home conflict. We concluded that both academics and practice should pay attention to and minimize the negative impact ...

Playing Multiplayer Online Role-Playing Games (MMORPGs) is now a popular leisure activity for som... more Playing Multiplayer Online Role-Playing Games (MMORPGs) is now a popular leisure activity for some people. Players spend significant energy and money on it. In MMORPGs, players can customize their avatars as virtual identities to present themselves in the virtual world. Avatars are important when playing MMORPGs. However, few previous studies focus on the psychological determinates for avatar presentation in MMORPGs. In this study, we used an online questionnaire of 337 participants to explore the antecedent factors influencing avatar presentation. The current study considers the influence of self-esteem, online disinhibition, and self-discrepancy on self-present and the influence of self-present on avatar presentation of idea self, stand out, and following a trend. The empirical survey result reveals the self-discrepancy between virtual and physical self are relative negatively with self-esteem and positive with online disinhibition. The self-present are influence by both self-disc...

With the high penetration of Internet, consumers now can share their consumption experience onlin... more With the high penetration of Internet, consumers now can share their consumption experience online. Word-of-mouths (WOMs) are now an important information source to get product and service information before making purchase decision. However, not all consumers tend to share their own consumption experience online, the question then arises about which kinds of consumers will share WOMs online. The current study conducted an online questionnaire of 226 participants and adopted structural equation modeling (SEM) analysis to explore the influence of self-construal on the intention to share WOMs. The current study explored participants’ WOM sharing intention in three WOM platforms of instant messaging service, social network websites, and product review websites. Two scenarios of positive and negative consumption experience were considered in the study. The empirical survey results interdependent self-construal participants were with higher intention to share WOMs than independent ones. ...

Communications in Computer and Information Science, 2014

Customers may feel negative emotion when they experience service failure. The negative emotion ma... more Customers may feel negative emotion when they experience service failure. The negative emotion may induce unsatisfactory customers to spread negative word-of-mouths (WOM). However, not all unsatisfactory will spread negative WOM. The current study conducted an experimental design to explore the influence of opinion leadership tendency to negative word-of-mouth communication intention. The results revealed that customers will spread negative WOMs when the service failure is serious. However, when the service failure is minor, customers with a higher opinion leadership tendency are with higher intention to spread negative WOMs. The findings of the current are useful in exploring the role of opinion leadership tendency in negative WOM communication.

People may regard some word-of-mouths (WOMs) as more useful than others. Review valance, emotion,... more People may regard some word-of-mouths (WOMs) as more useful than others. Review valance, emotion, and concreteness are the antecedents which may influence people’s perceived usefulness of the WOMs. This study collected online customer reviews from Amazon.com and conduct regression analysis and Partial Least Squares (PLS) analysis to analyse the data. The findings revealed that negativity bias does exist, with negative reviews deemed as more useful than positive reviews. Besides, the research also revealed that online customer reviews with more positive emotion expression are perceived as less useful. However, online customer reviews with more negative emotion expression are perceived more useful. In addition, online customer reviews with longer review length are perceived as more useful than shorter online customer reviews.

Int. J. Electron. Bus. Manag., 2014

This is a research of servitization of manufacturing industry as a transforming strategy, in the ... more This is a research of servitization of manufacturing industry as a transforming strategy, in the face of global competition, emergence of new economies, and the dwindling profit of medium and small businesses. This case study focuses on why the company should construct a brand, and how the company can exploit existing resources to advance the brand, in order to reincarnate the company as a service provider tightly connected with the customers. For this case study, we collected information of Lien Cheng Saxophone, and interviewed the management to analyze the company’s strategies of (1) creating of their own brand and marketing, (2) construction of a museum and incorporation of tourism, and (3) innovation in research and development. This company added higher-valued service to their original specialty in the business, transforming an OEM, via industry knowledgelization, to a new model of industrial tourism. This type of tertiary industry, combining the manufacturing process, multi-fa...

Telemedicine and e-Health, 2010

This case is a B2B2C model (service provider vs. community vs. the elderly) of innovative tele-ca... more This case is a B2B2C model (service provider vs. community vs. the elderly) of innovative tele-care service provision. The service provider under study is the Chu-Shan Show-Chwan Hospital, a district hospital. The community consists of the social welfare institutions such as temples, community care centers, and nursing homes. The elderly are either residents of the community or the nursing homes. The community, as a service promoter, contributes to the increased acceptance compared to the traditional B2C model. Many communities under study and some social welfare organizations are highly interested in providing health care service to the elderly, and will support future operations if the results are satisfactory. Through this project, the district hospital can extend its primary care function to communities, build up trust among people, and improve the physician-patient relationship.

International Journal of Informatics and Information Systems, Sep 1, 2019

Nowadays social media can collect consumers' online behavior. The enterprises make the customized... more Nowadays social media can collect consumers' online behavior. The enterprises make the customized advertisement to achieve targeting marketing and close consumers' needs. With the right of privacy, the consumers pay attention to this kind of advertisement. In this study, we made the online questionnaire. Asking the privacy concern, and analyzing the advertising attitude and behavior in a different advertising situation. The result we found that customized advertising made consumers increase positive attitude, but made negative attitude on advertising behavior like click, share, etc. In addition, both male and female have different responses to customized advertisements and intimate products advertisements. The result can serve a reference for manufacturers to make advertising strategies in the future.

Word-of-mouths (WOMs) are now an important information source for purchase decision. Due to the a... more Word-of-mouths (WOMs) are now an important information source for purchase decision. Due to the advance in internet technology, people now can share online their consumption experience, both positive and negative, to others. The WOMs may diffuse to not only their friends but also enormous online users. When consumers dissatisfy the product or service, they may share the dissatisfactory experience to others as WOM, which may bring out discussions for the product or service. The discussions on the negative WOM may help to communicate the negative information to enormous others, which may damage the sale of the product or service. The diffusion and life cycle of negative WOM is an important issue for managers. However, few studies focus on it. Thus, the current study focuses on the discussion pattern and life cycle of negative WOMs by observing the 782 discussion articles in a large online community.

The high penetration rate of mobile internet access makes the social networking tools ubiquitous.... more The high penetration rate of mobile internet access makes the social networking tools ubiquitous. Through social networking tools, people now can easily contact others for social purpose as well as for work purpose. As a result, mobile social networking tools are now blurring the boundary between work and family domains and creating a new work-life relationship. Using social networking tools for work provides a lot of benefits as well as some negative effects. In the paper, we develop two empirical studies to examine both the positive effects and negative effects of using social networking tools for work. Our finding indicates that using social networking tools increases group effectiveness, which results in improvement of group identity. Nevertheless, using social networking tools for work also blurs the boundary of work-life, which may raise the work load and work-home conflict. We concluded that both academics and practice should pay attention to and minimize the negative impact ...

Playing Multiplayer Online Role-Playing Games (MMORPGs) is now a popular leisure activity for som... more Playing Multiplayer Online Role-Playing Games (MMORPGs) is now a popular leisure activity for some people. Players spend significant energy and money on it. In MMORPGs, players can customize their avatars as virtual identities to present themselves in the virtual world. Avatars are important when playing MMORPGs. However, few previous studies focus on the psychological determinates for avatar presentation in MMORPGs. In this study, we used an online questionnaire of 337 participants to explore the antecedent factors influencing avatar presentation. The current study considers the influence of self-esteem, online disinhibition, and self-discrepancy on self-present and the influence of self-present on avatar presentation of idea self, stand out, and following a trend. The empirical survey result reveals the self-discrepancy between virtual and physical self are relative negatively with self-esteem and positive with online disinhibition. The self-present are influence by both self-disc...

With the high penetration of Internet, consumers now can share their consumption experience onlin... more With the high penetration of Internet, consumers now can share their consumption experience online. Word-of-mouths (WOMs) are now an important information source to get product and service information before making purchase decision. However, not all consumers tend to share their own consumption experience online, the question then arises about which kinds of consumers will share WOMs online. The current study conducted an online questionnaire of 226 participants and adopted structural equation modeling (SEM) analysis to explore the influence of self-construal on the intention to share WOMs. The current study explored participants’ WOM sharing intention in three WOM platforms of instant messaging service, social network websites, and product review websites. Two scenarios of positive and negative consumption experience were considered in the study. The empirical survey results interdependent self-construal participants were with higher intention to share WOMs than independent ones. ...

Communications in Computer and Information Science, 2014

Customers may feel negative emotion when they experience service failure. The negative emotion ma... more Customers may feel negative emotion when they experience service failure. The negative emotion may induce unsatisfactory customers to spread negative word-of-mouths (WOM). However, not all unsatisfactory will spread negative WOM. The current study conducted an experimental design to explore the influence of opinion leadership tendency to negative word-of-mouth communication intention. The results revealed that customers will spread negative WOMs when the service failure is serious. However, when the service failure is minor, customers with a higher opinion leadership tendency are with higher intention to spread negative WOMs. The findings of the current are useful in exploring the role of opinion leadership tendency in negative WOM communication.

People may regard some word-of-mouths (WOMs) as more useful than others. Review valance, emotion,... more People may regard some word-of-mouths (WOMs) as more useful than others. Review valance, emotion, and concreteness are the antecedents which may influence people’s perceived usefulness of the WOMs. This study collected online customer reviews from Amazon.com and conduct regression analysis and Partial Least Squares (PLS) analysis to analyse the data. The findings revealed that negativity bias does exist, with negative reviews deemed as more useful than positive reviews. Besides, the research also revealed that online customer reviews with more positive emotion expression are perceived as less useful. However, online customer reviews with more negative emotion expression are perceived more useful. In addition, online customer reviews with longer review length are perceived as more useful than shorter online customer reviews.

Int. J. Electron. Bus. Manag., 2014

This is a research of servitization of manufacturing industry as a transforming strategy, in the ... more This is a research of servitization of manufacturing industry as a transforming strategy, in the face of global competition, emergence of new economies, and the dwindling profit of medium and small businesses. This case study focuses on why the company should construct a brand, and how the company can exploit existing resources to advance the brand, in order to reincarnate the company as a service provider tightly connected with the customers. For this case study, we collected information of Lien Cheng Saxophone, and interviewed the management to analyze the company’s strategies of (1) creating of their own brand and marketing, (2) construction of a museum and incorporation of tourism, and (3) innovation in research and development. This company added higher-valued service to their original specialty in the business, transforming an OEM, via industry knowledgelization, to a new model of industrial tourism. This type of tertiary industry, combining the manufacturing process, multi-fa...

Telemedicine and e-Health, 2010

This case is a B2B2C model (service provider vs. community vs. the elderly) of innovative tele-ca... more This case is a B2B2C model (service provider vs. community vs. the elderly) of innovative tele-care service provision. The service provider under study is the Chu-Shan Show-Chwan Hospital, a district hospital. The community consists of the social welfare institutions such as temples, community care centers, and nursing homes. The elderly are either residents of the community or the nursing homes. The community, as a service promoter, contributes to the increased acceptance compared to the traditional B2C model. Many communities under study and some social welfare organizations are highly interested in providing health care service to the elderly, and will support future operations if the results are satisfactory. Through this project, the district hospital can extend its primary care function to communities, build up trust among people, and improve the physician-patient relationship.

International Journal of Informatics and Information Systems, Sep 1, 2019

Nowadays social media can collect consumers' online behavior. The enterprises make the customized... more Nowadays social media can collect consumers' online behavior. The enterprises make the customized advertisement to achieve targeting marketing and close consumers' needs. With the right of privacy, the consumers pay attention to this kind of advertisement. In this study, we made the online questionnaire. Asking the privacy concern, and analyzing the advertising attitude and behavior in a different advertising situation. The result we found that customized advertising made consumers increase positive attitude, but made negative attitude on advertising behavior like click, share, etc. In addition, both male and female have different responses to customized advertisements and intimate products advertisements. The result can serve a reference for manufacturers to make advertising strategies in the future.