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Jia-Wei Tang
National Penghu University of Science and Technology

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Conference paper
Published: 18 September 2020 in Marketing Challenges in a Turbulent Business Environment
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The relation between destination image and local agricultural industry has been seldom explored in research although the correlation between local agricultural products and destination is actually quite strong. In recent years, areas that rely on local agriculture as the main economic activity have been actively developing product branding and expanding distribution channels. Due to the close relation between local agricultural products and their place of origin, the place of origin may cause consumers to make positive or negative associations, which affects how consumers view products from that specific location and, in turn, influence their purchase intentions. Located in the outlying islands of Taiwan, Penghu County holds rich touristic resources such as island landscapes, diverse natural ecology, recreational, and humanities; the tourism industry has also brought several benefits to Penghu’s overall economy. However, Penghu County’s agricultural environment is relatively more restrictive compared to that of other parts of Taiwan, and it has limited industrial scale and economic value. The agricultural products of Penghu County also face many challenges. The farms in Penghu County are urgent to change their previous production models and transforming farms by inducing co-creation of value from consumers. This study takes the agriculture industry in Penghu County for case study. It uses in-depth interviews and content analysis methods to collect opinions of agricultural producers, conducts field research on how local agricultural industries incorporate service-dominant logic perspective and destination image in their operations, and explores how to construct the Penghu County’s destination image for production and distribution environment of local agriculture, as well as how to create the value of Penghu County’s agricultural experience together with consumers. This study also uses the means-end chain to verify the relevance and relation between service-dominant logic and destination image, simultaneously investigating the crucial factor relevant for the incorporation of service-dominant logic by Penghu County’s agricultural industry to develop its destination image. The following recommendations proposed to the farmers of outlying island agriculture in Penghu County with regard to marketing. Firstly, agriculture should be combined with experiential activities incorporating unique characteristics of Penghu to create a deep impression of Penghu’s destination image on tourists and trigger their intention to visit again. Penghu has unique marine and rural culture, characteristics, and attractions; therefore, it is possible to combine local agricultural characteristics with experiential activities. Secondly, since it takes time for agricultural products to grow from seed to harvest, it is difficult to complete all the farming activities from sowing seeds to harvesting within a day. Therefore, farmers can prepare the fields and provide them for tourists’ hands-on experience. Thereby it can achieve value co-creation of farmers and tourists through agricultural experiential activities and subsequently enhancing the destination image of Penghu.

ACS Style

Jia-Wei Tang; Tsuen-Ho Hsu; Ming-Lun Chen. Exploring Destination Image of Outlying Island Agriculture from Service-Dominant Logic Perspective: An Abstract. Marketing Challenges in a Turbulent Business Environment 2020, 379 -380.

AMA Style

Jia-Wei Tang, Tsuen-Ho Hsu, Ming-Lun Chen. Exploring Destination Image of Outlying Island Agriculture from Service-Dominant Logic Perspective: An Abstract. Marketing Challenges in a Turbulent Business Environment. 2020; ():379-380.

Chicago/Turabian Style

Jia-Wei Tang; Tsuen-Ho Hsu; Ming-Lun Chen. 2020. "Exploring Destination Image of Outlying Island Agriculture from Service-Dominant Logic Perspective: An Abstract." Marketing Challenges in a Turbulent Business Environment , no. : 379-380.

Journal article
Published: 20 February 2019 in Journal of Innovation & Knowledge
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Mobile apps (applications) provide services such as information dissemination, knowledge promotion, social media integration, and online shopping, all of which are platforms that enable the strengthening of communication and foster interaction between firms and consumers. The related pieces of literature on the continuous use of mobile apps have noted that apps must have convenience, unique value, social value, incentives, entertainment, and other such qualities to attract continuous usage by customers. As such, stickiness has become the key factor in the business success of apps. For businesses managing mobile apps, the topics of how to design content for mobile device users, how to measure media value and returns, and how to capture the attention of users and make them willing to spend more time using the application are all worthy of exploration. This study proposes the analytical model for mobile app stickiness to measure the significance of various influencing factors of the hierarchical structure and to measure the performance of mobile apps. The study explored key factors that affected user stickiness while examining usage statistics to develop management strategies geared toward mobile app stickiness to improve customer/user loyalty. The proposed model can function as a tool for app planners in measuring user stickiness and app performance while serving as reference for future studies into app stickiness and real-life applications. It can also clarify the influence of key factors influencing app stickiness, which can help app planners develop appropriate strategies and function as a reference point for future improvement and optimization strategies. La aplicación móvil (aplicación) proporcionó servicios tales como la difusión de información, la promoción del conocimiento, la integración de redes sociales y las compras en línea que son plataformas a través de las cuales se podría fortalecer la comunicación y la interacción con los consumidores. Las publicaciones relacionadas sobre el uso continuo de aplicaciones móviles han señalado que las aplicaciones deben tener un valor único, valor social, incentivos, entretenimiento y otras cualidades similares para atraer el uso continuo de los clientes. Como tal, la rigidez se ha convertido en el factor clave en el éxito empresarial de las aplicaciones. Para los negocios que administran aplicaciones móviles, los temas sobre cómo diseñar medios para los usuarios de dispositivos móviles, cómo medir el valor y el rendimiento de los medios, y cómo captar la atención de los usuarios y hacer que estén dispuestos a pasar más tiempo usando la aplicación son todos dignos de ser explorados. Este estudio propone el modelo analítico para la adherencia de las aplicaciones móviles para medir la importancia de varios factores que influyen en la estructura jerárquica y para medir el rendimiento de las aplicaciones móviles. El estudio exploró los factores clave que afectaron la adherencia del usuario al examinar las estadísticas de uso para desarrollar estrategias de gestión orientadas a la adherencia de las aplicaciones móviles para mejorar la lealtad del cliente/usuario. El modelo propuesto puede funcionar como una herramienta para los planificadores de aplicaciones en la medición de la adherencia del usuario y el rendimiento de la aplicación, a la vez que sirve como referencia para futuros estudios sobre la adherencia de aplicaciones y aplicaciones de la vida real. También puede aclarar la influencia de factores clave que influyen en la adherencia de la aplicación, lo que puede ayudar a los planificadores de aplicaciones a desarrollar estrategias apropiadas y funcionar como un punto de referencia para futuras mejoras y estrategias de optimización.

ACS Style

Tsuen-Ho Hsu; Jia-Wei Tang. Development of hierarchical structure and analytical model of key factors for mobile app stickiness. Journal of Innovation & Knowledge 2019, 5, 68 -79.

AMA Style

Tsuen-Ho Hsu, Jia-Wei Tang. Development of hierarchical structure and analytical model of key factors for mobile app stickiness. Journal of Innovation & Knowledge. 2019; 5 (1):68-79.

Chicago/Turabian Style

Tsuen-Ho Hsu; Jia-Wei Tang. 2019. "Development of hierarchical structure and analytical model of key factors for mobile app stickiness." Journal of Innovation & Knowledge 5, no. 1: 68-79.

Journal article
Published: 14 November 2018 in Sustainability
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Due to the sweeping influence of capitalism, most food processing is now done through standardized production workflows in order to quickly replicate and churn out a large quantity of products. This has led to an increasing number of homogenized and delocalized products flooding the market and a disconnection between consumers and local food producers. Penghu outlying island is rich in unique local agricultural products but seriously lacks brand images and channel strategies, as manifested in an unstable demand and supply, a high degree of homogeneity (in products) and the majority of farmers producing and selling their products autonomously. This study applies the local food system and actor–network theory as the basis of theoretical frameworks as well as agricultural practices in Penghu as the research object. We used field investigation, in-depth interview and the means–end chain method to examine important contextual factors’ influence on the local agricultural food system, important actors and challenges and key influential factors for local brand value that affect the development of the local agricultural food system in Penghu outlying island. The actor–network perceptual map of local brand value proposed in this study can help agricultural practitioners when making decisions and can formulate strategies for their products to increase the product visibility and recognition. This perceptual map can also facilitate the expansion of the target customers and channel distributions suitable for individual agricultural products. Our study presents the following recommendations: increase the manpower of agricultural practices through the working holiday approach; local government should provide support enabling agriculture producers to gain professional knowledge in marketing; and agriculture producers should form cooperatives which focus on the unique local agricultural products that are produced and marketed locally in Penghu.

ACS Style

Jia-Wei Tang; Ming-Lun Chen; Tsai-Hsin Chiu. An Exploratory Study on Local Brand Value Development for Outlying Island Agriculture: Local Food System and Actor–Network Theory Perspectives. Sustainability 2018, 10, 4186 .

AMA Style

Jia-Wei Tang, Ming-Lun Chen, Tsai-Hsin Chiu. An Exploratory Study on Local Brand Value Development for Outlying Island Agriculture: Local Food System and Actor–Network Theory Perspectives. Sustainability. 2018; 10 (11):4186.

Chicago/Turabian Style

Jia-Wei Tang; Ming-Lun Chen; Tsai-Hsin Chiu. 2018. "An Exploratory Study on Local Brand Value Development for Outlying Island Agriculture: Local Food System and Actor–Network Theory Perspectives." Sustainability 10, no. 11: 4186.

Article
Published: 15 January 2018 in Group Decision and Negotiation
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Extant studies on marketing strategic alliance development lack systematic measurement models; consequently, they cannot provide a holistic picture of the relationship evaluation stage. In addition, it is difficult to clearly understand the interactive effects between the critical elements of marketing strategic alliance development. Therefore, this study proposes a systematic measurement model, called the hierarchy structural fuzzy analytical network process model (H-S FANP model), to evaluate the correlation, interaction, and mutual dependence of the critical elements at the evaluation stage. This model combines four methods, i.e., the interpretation of structural model, Matrice d’ Impacts Croisés Multiplication Appliquée à un Classement, fuzzy linguistic preference relations, and analytical network process (ANP), to overcome various problems encountered when using the conventional ANP. To illustrate how the H-S FANP model can be applied, this study uses the mobile telecommunications industry in Taiwan as an empirical subject. The findings show that the H-S FANP model can assist the mobile telecommunications industry in its long-term marketing strategic alliance development and help decision-makers in improving their evaluation quality and calculation efficiency when analyzing critical elements during the evaluation stage of development.

ACS Style

Jia-Wei Tang; Tsuen-Ho Hsu. Utilizing the Hierarchy Structural Fuzzy Analytical Network Process Model to Evaluate Critical Elements of Marketing Strategic Alliance Development in Mobile Telecommunication Industry. Group Decision and Negotiation 2018, 27, 251 -284.

AMA Style

Jia-Wei Tang, Tsuen-Ho Hsu. Utilizing the Hierarchy Structural Fuzzy Analytical Network Process Model to Evaluate Critical Elements of Marketing Strategic Alliance Development in Mobile Telecommunication Industry. Group Decision and Negotiation. 2018; 27 (2):251-284.

Chicago/Turabian Style

Jia-Wei Tang; Tsuen-Ho Hsu. 2018. "Utilizing the Hierarchy Structural Fuzzy Analytical Network Process Model to Evaluate Critical Elements of Marketing Strategic Alliance Development in Mobile Telecommunication Industry." Group Decision and Negotiation 27, no. 2: 251-284.

Journal article
Published: 21 September 2015 in Management Decision
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Purpose – Interest in investigating key supplier relationships from both academic and corporate spheres has increased in recent years. However, it is difficult to develop a sustainable and effective model for evaluating key supplier relationships because the information available in the practical environment is often uncertain and asymmetric. The purpose of this paper is to identify critical factors concerning key suppliers selection derive from resource-based view and construct a hierarchical evaluation framework which has elements of implied change or transformation of the firm’s resources for operation strategies when evaluating key suppliers relationships. Moreover, the authors propose a fuzzy preference relations (FPR) model, with a hierarchical evaluation framework, to address the imprecise and inconsistent information used by managers to evaluate key supplier relationships and further to select appropriate suppliers. Design/methodology/approach – The FPR model based on the consistent FPR methodology not only provides an efficient and systematic evaluation for key supplier relationships by using the performance and evaluation scores of each key supplier, but also solves problems arising from the conventional multi-criteria analysis approach. This methodology is faster to execute and enhance the consistency and accuracy with regard to the decision makers’ judgments. To illustrate how the model is created and assessed, the authors use the TFT-LCD TV panel manufacturing industry as an empirical subject. Findings – The FPR model holds promise for assisting TFT-LCD TV manufacturers in evaluating key supplier relationships with TFT-LCD TV panel suppliers. The findings indicate that first, “the supplier’s product quality” is the most important factor when evaluating key supplier relationships, followed by “selling price set by the supplier” and “specialized supplier development capability”; second, after the 1980s, all suppliers had similar delivery capabilities with only small differences in delivery times, such that the relative importance of “time required for shipments” has become less significant, and customer awareness of the “customer assistance and service” factor has been heightened; third, the provision of excellent product quality and attractive low prices by suppliers requires technical capability, therefore, from the perspectives of industry experts, “specialized supplier development capability” is far more important than “time required for shipments”; and fourth, TFT-LCD TV manufacturers need to focus on their product quality performance continually, and concentrate on applying process technology strategy as well as product and service development strategy to build up “difficult to imitate resources” for competitive advantages. Originality/value – The main contribution is to provide managers with an efficient and systematic model that can evaluate the performance of key supplier relationships in terms of critical factors derived from resource-based theories. By focussing on employing the proposed model with successful management for key supplier relationships, the authors hope to help buying companies improve the benefits of supplier relationships. Because of the uncertainties and complexities of real strategy making in TFT-LCD TV panel industry, the authors offer a model that implicitly assume that managers can have influences over the strategic direction of their organization.

ACS Style

Jia-Wei Tang; Tsuen-Ho Hsu. A fuzzy preference relations model for evaluating key supplier relationships in TFT-LCD TV panel manufacturing industry. Management Decision 2015, 53, 1858 -1882.

AMA Style

Jia-Wei Tang, Tsuen-Ho Hsu. A fuzzy preference relations model for evaluating key supplier relationships in TFT-LCD TV panel manufacturing industry. Management Decision. 2015; 53 (8):1858-1882.

Chicago/Turabian Style

Jia-Wei Tang; Tsuen-Ho Hsu. 2015. "A fuzzy preference relations model for evaluating key supplier relationships in TFT-LCD TV panel manufacturing industry." Management Decision 53, no. 8: 1858-1882.

Book chapter
Published: 01 January 2010 in Computational Intelligence
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Since the early 1990s, integrated marketing communication (IMC) has become the accepted practice in the marketing field. An increasing number of researchers consider the marketing communication strategies of IMC as offering key competitive advantages associated with customer relationship management. This paper develops an evaluating model for selecting strategies of IMC to solidify relationships with existing customers based on the quality function deployment (QFD) approach incorporating with the fuzzy analytic hierarchy process (FAHP) method. IMC is a concept by which a company systematically coordinates its multiple messages and different communication channels and integrates them into a cohesive and consistent marketing communications mix. Furthermore, fostering long-term customer relationships constitutes an essential part of IMC from a strategic perspective. The QFD approach is not only able to incorporate the voice of customer (VOC) into the marketing communication strategies of a company but also provides a systematic planning tool for incorporating information of elements to make appropriate decisions effectively and efficiently. In addition, the FAHP method can reduce imprecision and improve judgment when determining the relative importance of marketing decisions for customer relationship benefits. The proposed model has proven useful in evaluating value for the department store by presenting the results of an empirical study. Managers could apply this model to re-examine their own strategies of IMC and ensure that their strategies can satisfy or maintain the voice of customer for the purpose of relationship benefits in order to continually facilitate the evolution of marketing communication activities.

ACS Style

Tsuen-Ho Hsu; Yen-Ting Helena Chiu; Jia-Wei Tang. An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management. Computational Intelligence 2010, 258, 227 -254.

AMA Style

Tsuen-Ho Hsu, Yen-Ting Helena Chiu, Jia-Wei Tang. An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management. Computational Intelligence. 2010; 258 ():227-254.

Chicago/Turabian Style

Tsuen-Ho Hsu; Yen-Ting Helena Chiu; Jia-Wei Tang. 2010. "An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management." Computational Intelligence 258, no. : 227-254.