DSpace community: 管理科學學系暨研究所

The Research of Improvement of Surface Treatment Process Yield by Using Six Sigma Management

Mon, 29 Jun 2026 04:05:21 GMT

title: The Research of Improvement of Surface Treatment Process Yield by Using Six Sigma Management abstract: 本研究主旨在透過應用六標準差管理中的DMAIC步驟，有系統性的提升表面處理製程良率。首先定義個案研究指標，確認衡量個案指標數據，確定瞭解目前的製程運作現況，在分析階段相關聯性問題分析，識別歸納影響製程良率的主要原因，以及使用製程失效模式及效應分析進一步深入探討瞭解問題潛在的根源，並確定潛在的改善機會。進入改善階段，擬定表面處理改善方案並且執行改善措施，提升表面處理製程良率為目標。最後控制階段，最佳化製程控制，並且持續監控品質確保改善控制持續有效執行。本研究結果顯示，透過六標準差管理DMAIC之應用，表面處理製程良率有顯著的提升，達到既有設定的目標。此研究為其他有意執行類似製程改善者提供一個有系統且有效的研究框架。

Do Data Factors Empower the Realization of Ecological Product Value? Evidence from China

Mon, 29 Jun 2026 04:05:18 GMT

title: Do Data Factors Empower the Realization of Ecological Product Value? Evidence from China abstract: With the deepening construction of ecological civilization, the realization of ecological product value, referring to the value derived from ecosystems’ material goods, regulation, support, and cultural services, has become a strategic key point for national sustainable development. Data factors, distinguished from digital technologies as the actual resources used in production, exchange, and consumption, are becoming increasingly important as a new catalyst for empowering the realization of ecological product value. Drawing on panel data spanning 2011 to 2023 across China’s 31 provinces, this research employs the entropy weight method to construct evaluation indices for both the development of data factors and the realization of ecological product value, deriving weights from the data’s intrinsic variability. The effect of data factors on the realization of ecological product value is examined using a two-way fixed effects framework. Our outcomes are presented below. First, data factors can significantly promote the realization of ecological product value, and this conclusion is supported by a series of robustness checks and endogeneity treatments. Second, the mechanism analysis reveals that data factors empower the realization of ecological product value through new quality productive forces, energy consumption intensity, and innovation and entrepreneurship. Third, results from the threshold model suggest that the promoting effect of data factors on the realization of ecological product value is subject to a threshold constraint, characterized by diminishing marginal returns beyond this point. Fourth, regarding regional disparities, the results indicate that data factors primarily drive ecological product value realization in the central region, as it is at a critical stage of digital transformation, with a secondary effect in the east, while their influence in the western region remains insignificant. These findings provide important guidance for integrating data factors and ecological resources to achieve sustainable development.

Balancing Personalization and Privacy in AI Advertising: An S-O-R Framework of Consumer Perception, Brand Attitude, and Purchase Intention

Tue, 23 Jun 2026 04:06:25 GMT

title: Balancing Personalization and Privacy in AI Advertising: An S-O-R Framework of Consumer Perception, Brand Attitude, and Purchase Intention abstract: The rapid integration of Artificial Intelligence (AI) into digital marketing strategies has revolutionized the advertising landscape, enabling unprecedented levels of personalization and automated content generation. However, this technological shift introduces complex paradoxes regarding consumer trust, perceived authenticity, and data privacy. This study addresses the need for a comprehensive understanding of consumer responses to AI-generated advertising in emerging markets. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this research empirically examines how Thai consumers process various AI-related advertising stimuli and how these perceptions shape their brand attitudes and purchase intentions. The conceptual model positions seven key advertising characteristics—AI source perception, trust in AI, perceived authenticity, perceived personalization, ad relevance, ad value, and privacy concern—as external stimuli. Brand attitude functions as the central organismic mediator, while purchase intention serves as the behavioral response. To capture individual differences in decision-making, product involvement is examined as a moderating variable. Data were collected via a structured questionnaire from 405 digitally active Thai consumers and analyzed using multiple regression. The empirical results indicate that consumer evaluations are primarily driven by higher-order integrative judgments rather than by isolated technological cues. Specifically, perceived authenticity and advertising value were identified as the most significant predictors of favorable brand attitudes. Interestingly, privacy concerns did not exert a significant negative influence, suggesting that, in general consumer contexts, the perceived utility of the advertisement may mitigate potential data anxieties. Furthermore, moderation analysis revealed that product involvement negatively moderates the relationship between brand attitude and purchase intention, implying that AI-driven brand building is particularly effective for low-involvement product categories. These findings offer actionable insights for marketers, suggesting a strategic pivot from emphasizing AI technology to delivering authentic, high-value content.

Exploring the Impact of Interactivity and Trust on Consumer Purchase Intention in Live Shopping Based on the SOR Theory: A Case Study of TikTok

Fri, 20 Mar 2026 04:07:06 GMT

title: Exploring the Impact of Interactivity and Trust on Consumer Purchase Intention in Live Shopping Based on the SOR Theory: A Case Study of TikTok

探討社群媒體環境中消費者購買決策情感架構之研究

Fri, 20 Mar 2026 04:07:03 GMT

title: 探討社群媒體環境中消費者購買決策情感架構之研究

Entrepreneurship Education in Tourism: Fostering Thinking Skills, Creativity, and Entrepreneurial Intentions

Fri, 20 Mar 2026 04:06:58 GMT

title: Entrepreneurship Education in Tourism: Fostering Thinking Skills, Creativity, and Entrepreneurial Intentions

VR Event Marketing and Technology Readiness in Asia: Bridging Virtual and Real Experiences in Event Tourism

Fri, 20 Mar 2026 04:06:54 GMT

title: VR Event Marketing and Technology Readiness in Asia: Bridging Virtual and Real Experiences in Event Tourism

AI-Driven Healthcare Decision Support System: Utilizing Machine Learning and Sentiment Analysis to Interpret Patient Feedback

Fri, 20 Mar 2026 04:06:48 GMT

title: AI-Driven Healthcare Decision Support System: Utilizing Machine Learning and Sentiment Analysis to Interpret Patient Feedback abstract: With medical digitalization, online patient reviews have become crucial for evaluating healthcare quality. Traditional surveys face limitations in sample size and response rate, hindering real-time patient satisfaction assessment. This study develops an AI-driven Healthcare Decision Support System (AI-DSS) using NLP and ML to analyze patient reviews from NTUH and TVGH, identifying key satisfaction factors. Using BERT for sentiment analysis and text mining, feedback is categorized into five dimensions: facility environment, waiting time, staff attitude, medical procedures, and treatment outcomes. Multiple linear regression quantifies their impact on satisfaction, while a ChiSquare Test compares hospital performance. Results show waiting time and staff attitude as critical factors, with significant differences in the facility environment and staff attitude (p < 0.001). This study confirms AI's role in real-time satisfaction monitoring and data-driven healthcare improvements

連接虛擬與現實世界：VR 展覽活動行銷對參與度和滿意度的影響

Fri, 20 Mar 2026 04:06:40 GMT

title: 連接虛擬與現實世界：VR 展覽活動行銷對參與度和滿意度的影響

Enhancing regional revitalization through AI-guided co-creation: The role of place attachment and emotional cohesion in tourist behavioral loyalty

Fri, 20 Mar 2026 04:06:37 GMT

title: Enhancing regional revitalization through AI-guided co-creation: The role of place attachment and emotional cohesion in tourist behavioral loyalty

宅配通邁向綠色運輸與智慧物流之路

Fri, 13 Mar 2026 04:09:23 GMT

title: 宅配通邁向綠色運輸與智慧物流之路

門市服務: 丙級檢定實戰秘笈

Fri, 13 Mar 2026 04:08:25 GMT

title: 門市服務: 丙級檢定實戰秘笈 abstract: 政府為培育從事流通服務業門市商店第一線從事人員與管理人員，透過「行政院勞委會」自2007年起開辦了門市服務乙、丙級技術士檢定考試，以符合國內商業環境及連鎖業高度發展後門市服務人員的需求，並致力將門市服務導向專業化與證照化，鼓勵在學者從高中職至大專院校的學生參與認證。作者們除已取得門市服務乙級和丙級證照，更於所任教的科技大學、高職與大專院校等，實際教授「丙級證照」輔導課程。期以作者豐富的輔導教學及實際考照經驗，編輯一本考生易學易讀、老師易於教學的證照輔導教材，讓讀者能透過本書，快速掌握考照重點，順利取得門市服務丙級技術士證照。

管理學：開啓管理之門、掌握未來領導力（第六版)

Fri, 13 Mar 2026 04:08:22 GMT

title: 管理學：開啓管理之門、掌握未來領導力（第六版) abstract: 本書聚焦「組織」、「全球化」、「策略」、「用人」及「創新」五個重點，並以圖表呈現理論重點，建構出現代管理學的完整架構。每章以名人名言及架構圖點出學習重點，並輔以與生活具連結性的個案「管理Fresh」闡述重要觀念，個案「管理新視界」提供配合的影片連結，將理論融入日常時事，提供系統性的思考面向，使讀者能立即將所學知識加以應用及驗證，更易掌握理論精神。個案與書末同時加入充足份量之習題演練，各章末亦有分組討論實作，提供讀者實作練習的機會，加深學習效果。本書安排與設計，著重容易學習與閱讀，期望學習者可順利進入管理領域之殿堂，並揣摩管理實務的決策分析過程。

顧客關係管理：理論、實務與創新展望

Fri, 13 Mar 2026 04:08:18 GMT

title: 顧客關係管理：理論、實務與創新展望

Driving Green Food Choices: The Interplay of Self-Identity, Cognitive Engagement, and Emotional Involvement

Fri, 13 Mar 2026 04:07:21 GMT

title: Driving Green Food Choices: The Interplay of Self-Identity, Cognitive Engagement, and Emotional Involvement

瞭解大學成為關係人口的關鍵因素-以地方創生觀點為例

Fri, 13 Mar 2026 04:07:16 GMT

title: 瞭解大學成為關係人口的關鍵因素-以地方創生觀點為例

以社會交換理論探討大淡水地區居民與學生之共創價值和顧客公民行為

Fri, 13 Mar 2026 04:07:11 GMT

title: 以社會交換理論探討大淡水地區居民與學生之共創價值和顧客公民行為

The Relationships of Co-Creation between Tamsui and Traveler

Fri, 13 Mar 2026 04:07:07 GMT

title: The Relationships of Co-Creation between Tamsui and Traveler

Risk management and legal compliance: An exploratory study of BNP Paribas’s Provence Mediterranean business and finance trade center

Fri, 06 Mar 2026 04:09:03 GMT

title: Risk management and legal compliance: An exploratory study of BNP Paribas’s Provence Mediterranean business and finance trade center abstract: The financial service industry nowadays, especially banks and non-bank financial intermediaries, are facing intense scrutiny. Due to this, the banking sector places a significant emphasis on risk management and legal compliance, focusing on intricate international regulations. This involves a structured process of identifying, assessing, controlling, and monitoring risks to minimize potential losses and optimize the opportunities available. In face of increasingly stringent international regulations and growing stakeholder expectations, banks must safeguard their integrity, reputation, and financial stability. These complexities have compelled banks to establish robust risk management frameworks and ensure adherence to legal and regulatory standards. BNP Paribas is a leading French bank with a significant international presence and will be the subject to this research. This research objective is to evaluate the impact of international banking regulations on risk management and compliance. A qualitative approach is done by combining in-depth interviews with business managers as well as risk and compliance officers within a Business and Finance Center along with participant observations and internal documents. Through this research, it demonstrates the effective risk management through activity diversification and the use of high-performance tools. Another factor is compliance, which plays a vital role in operational compliance within the Business and Finance Center which is shown by recruiting a compliance team with a commercial background, improving communication between business and compliance managers, and developing dedicated compliance tools. In conclusion, this thesis emphasized the significance of risk management and legal compliance in the banking sector, shedding light on the specific practices and challenges faced by BNP Paribas’s Business and Finance Center. The results demonstrates that operational risk can be attributed to management errors due to inadequate implementation of control systems. It also confirms that diversification of banking activities serves as an advantage during crises. It also shows that the impact of compliance on professional activities varies according to the type of business that is done as some may be more impacted compared to the others. Lastly, the use of risk management tools and awareness-raising training shows a positive impact due to the usefulness of these approaches particularly towards new employees. In conclusion, the outcomes of this study offer valuable insights for risk management and compliance professionals, as well as other stakeholders in the banking sector seeking to strengthen their practices in these critical areas.

A study of effectual market creation in the cross-border e-commerce of SMEs: The case of eBay in Vietnam

Fri, 06 Mar 2026 04:09:01 GMT

title: A study of effectual market creation in the cross-border e-commerce of SMEs: The case of eBay in Vietnam abstract: This study investigates the impact of effectual market creation on the international performance of SMEs engaged in cross-border business in Vietnam. The study adapts a previous model from a former research to the Vietnamese. The results of the study were surprising and revealed two main findings. Firstly, found that effective market development had a direct negative influence on international performance. What are the specific impacts that need to be researched in the future, maybe can take a look: resource allocation, market structure, cultural and regulatory challenges, habits of domestic development. Secondly, the researchers found that effective market development had a positive indirect effect on international performance through mediators which were international networking, international marketing analytics, and logistics solutions. Overall, when considering the total effect, the researchers found that the impact of effective market creation on international performance remained positive. This means that despite the direct negative influence, the combined effect of effective market development and its mediations had an overall positive impact on international performance. The findings offer a new perspective for SMEs entering the global market, particularly those who want to doing business on eBay. The study suggests that the effectuation-based model can be applied to analyze various digital endeavors in the international marketplace.

The influence of cultural diversity on technology adoption: A multi-case study of smart retail companies in Haiti

Fri, 06 Mar 2026 04:08:58 GMT

title: The influence of cultural diversity on technology adoption: A multi-case study of smart retail companies in Haiti abstract: This paper investigates the influence of cultural diversity on technology adoption within the context of smart retail companies in Haiti. Employing a multi-case study approach, the research explores how various cultural factors impact the adoption and implementation of technology in the retail sector. Drawing upon Hofstede's cultural dimensions theory and relevant literature on technology adoption, the study examines the attitudes, behaviors, and challenges encountered by smart retail companies in Haiti. Through in-depth interviews, and analysis of company practices, the research identifies key cultural drivers and barriers affecting technology adoption, including communication styles, perceptions of innovation, and organizational structures. The findings contribute to both theoretical understanding and practical implications for enhancing technology adoption strategies in culturally diverse contexts, offering insights to inform decision-making and policy development in the Haitian retail industry and beyond.

The influence of cultural intelligence on job performance: The mediating roles of cross-cultural adaptation and the moderating roles of cross-cultural communication—A case study of Taiwanese companies entering the Indian market

Fri, 06 Mar 2026 04:08:54 GMT

title: The influence of cultural intelligence on job performance: The mediating roles of cross-cultural adaptation and the moderating roles of cross-cultural communication—A case study of Taiwanese companies entering the Indian market abstract: This thesis explores how cultural intelligence (CQ) enhances job performance among Taiwanese expatriates in India, emphasizing the mediating role of cross-cultural adaptation (CCA) and the moderating influence of cross-cultural communication (CCC). Employing structural equation modeling for analysis, the study reveals that the cognitive, metacognitive, motivational, and behavioral dimensions of CQ positively influence CCA, thereby contributing to improved job performance. Furthermore, effective CCC enhances the relationship between CCA and job performance, underscoring communication's pivotal role in achieving success in global business environments. The study underscores the importance for Taiwanese companies to invest in CQ training and enhance cross-cultural communication competencies to facilitate smoother adaptation and enhance job performance within India's diverse market. While focused on Taiwanese firms in India, the research offers valuable insights applicable to other cultural contexts and industries. Future studies could broaden the scope to different nations and explore additional moderating factors, aiming to deepen our understanding of how CQ interacts with job performance across various international settings.

The influence of green marketing on brand loyalty with the mediating role of customer perception and the moderating effect of green practices: A case study of bottled water brands in Thailand

Thu, 05 Mar 2026 04:10:58 GMT

title: The influence of green marketing on brand loyalty with the mediating role of customer perception and the moderating effect of green practices: A case study of bottled water brands in Thailand abstract: This quantitative study investigates the influence of green marketing strategies on brand loyalty in the Thai bottled water market. Specifically, it focuses on the Namthip, Sprinkle Water, Purra Water, Singha Water, and Crystal Water brands. By examining consumer perceptions of green marketing and their brand loyalty towards these brands, the study aims to provide empirical support for optimizing marketing strategies. The research employs a survey methodology to collect data from Thai consumers. The sample size is 336 respondents in total, distributed through social media platforms. The questionnaire includes measures of such as, green marketing, customer perceptions, brand loyalty, and demographic characteristics. Statistical analysis techniques, such as regression analysis, is applied to assess the correlations of investigated constructs. Green marketing initiatives through green advertisement, eco-friendly packaging, and carbon footprint labeling had positive impact to customer perception. Customer perception positively impact brand loyalty while also mediates the correlation between green marketing and brand loyalty. However, green practice’s impact between customer perception and brand loyalty is not significant. The findings of this study provide a better comprehend the effectiveness of green marketing in fostering brand loyalty in the Thai bottled water industry. Additionally, the results may provide valuable recommendations for businesses aiming to enhance their sustainability efforts and build stronger relationships with consumers.

Predicting students’usage intention of personal carbon passbook by using artificial neural network method

Thu, 05 Mar 2026 04:10:54 GMT

title: Predicting students’usage intention of personal carbon passbook by using artificial neural network method abstract: As the impacts of climate change intensify, global attention to environmental protection and carbon emission reduction continues to grow. In response to this trend, Taiwan is actively implementing various energy-saving and carbon-reduction policies. Among these, the concept of the personal Carbon Passbook is gradually emerging, aiming to encourage individuals to reduce carbon emissions through daily actions. This study references the Unified Theory of Acceptance and Use of Technology (UTAUT) to design a questionnaire survey, targeting undergraduate to doctoral students to explore the factors influencing their willingness to use the Carbon Passbook. Artificial Neural Networks (ANN) are then employed for analysis and prediction. The research results show that when predicting with complete constructs, the accuracy and weighted average F1-Score are 0.87 and 0.88, respectively. After removing different constructs, both accuracy and the weighted average F1-Score decrease, especially when the Facilitating Conditions (FC) construct is removed, indicating that facilitating conditions have a significant impact on students' willingness to use the Personal Carbon Passbook. Based on these results, it is recommended that managers prioritize enhancing relevant technical support and basic resources when promoting the Personal Carbon Passbook. This ensures that students can use the Personal Carbon Passbook conveniently, effectively increasing their willingness to use it. This study reveals the key factors influencing students' intention to use the Carbon Passbook and provides targeted suggestions, hoping to encourage more young people to actively participate in carbon reduction activities and contribute to achieving the global net-zero emission goal.

Tourist safety management: The role of risk reminders in highly aggregated environments

Thu, 05 Mar 2026 04:10:39 GMT

title: Tourist safety management: The role of risk reminders in highly aggregated environments

Self-esteem or blame? How do customers' protective face orientation and attribution of responsibility affect food waste reduction?

Thu, 05 Mar 2026 04:10:35 GMT

title: Self-esteem or blame? How do customers' protective face orientation and attribution of responsibility affect food waste reduction? abstract: This study examines the psychological and social mechanisms behind food waste reduction by integrating norm activation theory and social identity theory. It investigates how protective face orientation and responsibility attribution shape reduction behaviors, revealing the mediating roles of group and personal norms, as well as the moderating effect of normative misperception. Using structural equation modeling and fuzzy-set qualitative comparative analysis, the study identifies both variable-based effects and effective behavioral configurations. Key insights highlight how face consciousness encourages sustainable action and how specific combinations of antecedents drive reduction behaviors. The findings offer practical guidance for designing culturally tailored educational initiatives and aligning business incentives with social identity cues to promote sustainable consumption.

From Digital Anxiety to Empowerment in Older Adults: Cross-Sectional Survey Study on Psychosocial Drivers of Digital Literacy

Thu, 05 Mar 2026 04:10:26 GMT

title: From Digital Anxiety to Empowerment in Older Adults: Cross-Sectional Survey Study on Psychosocial Drivers of Digital Literacy abstract: Background: Amid the convergence of global population aging and accelerating digital transformation, older adults’ digital adaptability has emerged as a critical indicator of their quality of life, autonomy, and capacity for successful aging. However, digital disparities, technology-related anxiety, and insufficient support systems continue to hinder older individuals from fully participating in digital society. Particularly in modern family structures—where children often live apart from aging parents—the diminishing role of family support further underscores the importance of broader social influences. Objective: This study aims to examine how environmental factors (family support and social influence) and psychological factors (digital anxiety and sense of achievement) are associated with older adults’ intention to use Assistive Digital Tools and Services (ADTS), and how these relationships contribute to the development of digital literacy. Drawing upon an integrative framework that combines constructs from the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, and social cognitive theory, the study also investigates the mediating and moderating mechanisms underlying these effects, offering strategic insights to support older adults in moving from social isolation to digital empowerment. Methods: A structured questionnaire survey was conducted using a convenience sampling method among adults aged 55 years and older in Shenyang, Liaoning Province, China, yielding 480 valid responses. Structural equation modeling, bootstrapping, and moderation analysis were used to test the proposed integrative framework. Results: For both family support and social influence, their associations with digital literacy were fully mediated by ADTS. Higher family support was associated with lower digital anxiety, which in turn correlated with greater intention, while stronger social influence was directly associated with higher intention. Digital anxiety showed a strong negative association with intention; however, this relationship was significantly weaker among those reporting a higher sense of achievement. These findings highlight usage intention as a central pathway through which environmental and psychological conditions are related to digital competence. Conclusions: Digital literacy in later life is more than a technical skill set—it represents a vital form of psychological and social capital that empowers autonomy, well-being, and social integration. Strengthening older adults’ intention to engage with digital tools through emotional reinforcement, achievement-oriented experiences, and supportive social environments is key to narrowing the digital divide. Beyond its personal benefits, fostering digital competence contributes to successful aging, which in turn brings profound advantages for families, strengthens community cohesion, and supports national goals in public health, economic participation, and social sustainability. Intergenerational learning initiatives, community-based engagement programs, and leveraging social influence to offset weakened family support can create a more inclusive, resilient, and age-friendly digital ecosystem—one that benefits not only older individuals but society at large.

A Study on Environmental Education through the Lens of Technology Education

Tue, 03 Mar 2026 04:07:51 GMT

title: A Study on Environmental Education through the Lens of Technology Education abstract: Environmental Education (EE) are very important in the modern world, and people are paying more attention to it. It is not easy to make the people understand the importance of healthy food, and farmers’ hardships. The study aims to explain the importance of EE to university and elementary students. We use AI robots as the learning partner to design the teaching material that follows the core value of EE. In this study, we observed and recorded the learning situation and questionnaire to understand the practices of the two studies: “Become the EE seed teacher” and “Become the EE seed”. The discovery of study 1 is successful training university students become the seed teacher. The discovery of study 2 is significant higher learning effect in the treatment group’s than the control group. The research results will provide implementation for the design of EE and technology application courses for innovation.

Application of the Information Adoption Model and Technology Acceptance Model in Electronic Word-of-Mouth

Tue, 03 Mar 2026 04:07:47 GMT

title: Application of the Information Adoption Model and Technology Acceptance Model in Electronic Word-of-Mouth abstract: Electronic word-of-mouth (eWOM) plays a critical role in shaping consumer purchase intentions and behavior in the realm of electronic commerce. This study analyzes data from 38 research papers using structural equation modeling (SEM) and partial least squares SEM (PLS-SEM). The results reveal that the perceived usefulness and credibility of eWOM significantly impact behavioral intentions. Furthermore, the study underscores the varying effects of different e-commerce platforms and social networking sites on adoption intention. A meta-analysis was also conducted to synthesize these findings, highlighting eleven key variables—Quality, Credibility, Perceived Usefulness, Perceived Ease of Use, Trust, Reputation, eWOM, Attitude, Intention, Satisfaction, and Adoption—and correlations among 916 data points that are crucial for practitioners. These variables encompass eWOM volume, eWOM valence, source credibility, information quality, user expertise, product type, platform type, user engagement, trust, perceived risk, and social influence. By understanding and strategically leveraging these factors, businesses can more effectively enhance consumer purchase intentions and behaviors through eWOM.

VR Event Marketing and Technology Readiness in Asia:Bridging Virtual and Real Experiences in Event Tourism

Tue, 03 Mar 2026 04:07:42 GMT

title: VR Event Marketing and Technology Readiness in Asia:Bridging Virtual and Real Experiences in Event Tourism abstract: This study explores the role of technology readiness in Virtual Reality (VR) exhibitions and its impact on audience engagement, satisfaction, and brand loyalty, with a focus on the growing event tourism landscape in Asia. While past research has examined visitor experience and purchase intention, limited attention has been paid to the interplay among authenticity, experiential value, satisfaction, and loyalty— key elements in successful VR event marketing. Using a two-phase design, the study first conducts expert interviews with curators, venue managers, and policymakers to develop valid measurement scales. In the second phase, a survey of VR exhibition attendees tests the proposed framework through exploratory and confirmatory factor analysis. By linking authenticity, experiential value, and technology readiness, the study offers actionable insights for enhancing VR event marketing strategies. The findings aim to support Asia’s cultural and creative industries in leveraging VR to deepen audience experience, increase satisfaction, and build brand loyalty.

Integrating augmented reality into event tourism education: Enhancing experiential value and authenticity

Tue, 03 Mar 2026 04:07:36 GMT

title: Integrating augmented reality into event tourism education: Enhancing experiential value and authenticity abstract: Cultural expositions have evolved from static displays to dynamic experiential platforms that integrate immersive technologies, fostering innovation in event organizing and management. In the field of event organizing education, these expositions provide an ideal setting for exploring immersive teaching methods and experiential learning strategies. This study examines the role of AR as a pedagogical tool in event organizing training, focusing on its impact on learners' experiential value, perceived authenticity, satisfaction and skill development. To address gaps in existing research, this study conducted an 18-week quasi-experimental investigation involving 120 undergraduate and postgraduate learners enrolled in event organizing programs in Taiwan. The learners, representing diverse cultural backgrounds, were divided into two groups: an experimental group, which engaged in AR-based event simulations, and a control group, which received traditional lecture-based instruction. Results demonstrated that AR-enhanced training significantly improved learners’ engagement, practical competencies, and ability to design immersive audience experiences. These findings highlight the potential of AR to transform event organizing education by bridging theory with practice, fostering deeper learner engagement, and preparing future event professionals with the skills necessary for real-world applications. This study offers practical implications for event educators, organizers, and industry stakeholders, advocating for the integration of AR-driven experiential learning into event organizing curricula to align with evolving industry demands.

Interval-Valued Multi-Step-Ahead Forecasting of Green Electricity Supply Using Augmented Features and Deep-Learning Algorithms

Tue, 03 Mar 2026 04:07:32 GMT

title: Interval-Valued Multi-Step-Ahead Forecasting of Green Electricity Supply Using Augmented Features and Deep-Learning Algorithms abstract: Accurately forecasting the interval-valued green electricity (GE) supply is challenging due to the unpredictable and instantaneous nature of its source; yet, reliable multi-step-ahead forecasting is essential for providing the lead time required in operations, resource allocation, and system management. This study proposes an augmented-feature multi-step interval-valued forecasting (AFMIF) scheme that aims to address the challenges in forecasting interval-valued GE supply data by extracting additional features hidden within an interval. Unlike conventional methods that rely solely on original interval bounds, AFMIF integrates augmented features that capture statistical and dynamic properties to reveal hidden patterns. These features include basic interval boundaries and statistical distributions from an interval. Three effective forecasting methods, based on gated recurrent units (GRUs), long short-term memory (LSTM), and a temporal convolutional network (TCN), are constructed under the proposed AFMIF scheme, while the mean ratio of exclusive-or (MRXOR) is used to evaluate the forecasting performance. Two different real datasets of wind-based GE supply data from Belgium and Germany are used as illustrative examples. Empirical results demonstrate that the proposed AFMIF scheme with GRUs can generate promising results, achieving a mean MRXOR of 0.7906 from the Belgium data and 0.9719 from the Germany data for one-step- to three-steps-ahead forecasting. Moreover, the TCN yields an average improvement of 13% across all time steps with the proposed scheme. The results highlight the potential of the AFMIF scheme as an effective alternative approach for accurate multi-step-ahead interval-valued GE supply forecasting that offers practical benefits supporting GE management.

A theory-based study on the vaccination behaviors of breast cancer patients during the COVID-19 pandemic in Taiwan

Tue, 03 Mar 2026 04:07:19 GMT

title: A theory-based study on the vaccination behaviors of breast cancer patients during the COVID-19 pandemic in Taiwan abstract: The study aimed to expand the behavioral analysis of the Theory of Planned Behavior (TPB) to examine COVID-19 vaccine willingness among breast cancer patients. While both the WHO and the U.S. CDC have utilized adapted versions of the Increasing Vaccine Model to study vaccination trends across various populations and industries, limited research has explored vaccine acceptance in specific groups such as breast cancer patients. From May to July 2022, an online cross-sectional study was conducted in Taiwan, coinciding with the initial COVID-19 vaccination rollout. A total of 278 participants were included in the statistical analysis. Structural Equation Modeling (SEM) was employed to assess the conceptual validity of the measurements and test the proposed model. The analysis revealed that the model explained 36.8% of the variance in patients’ willingness to receive the COVID-19 vaccine and 40.3% of the variance in predicting future vaccination behaviors based on regret following vaccination. Fear of COVID-19 was found to indirectly influence vaccination willingness through shared decision-making, highlighting the importance of discussions between patients and their physicians. Patients who had more opportunities to consult with their doctors were more inclined to get vaccinated. Moreover, fear of COVID-19 enhanced the trust breast cancer patients placed in their physicians. However, decision conflicts and shared decision-making impacted vaccine willingness independently and directly, rather than through the mediating effect of trust in physicians. Furthermore, the study confirmed that patients who hesitated to get vaccinated were more likely to experience regret. These findings provide valuable insights into the behavioral aspects of vaccination among cancer patients, offering strategies to mitigate fear and improve preventive health measures.

Novel multiple Z-score models for detection of coronary artery dilation: application in Kawasaki disease

Tue, 03 Mar 2026 04:07:15 GMT

title: Novel multiple Z-score models for detection of coronary artery dilation: application in Kawasaki disease abstract: Background: This study aims to develop Z-Score models to normalize measurements of three coronary arteries and enhance the diagnosis of Kawasaki disease (KD) in children from newborns to 10 years old. Developing a reliable Z-Score model is challenging, as some existing models fail the normality test. Overcoming these challenges is crucial for improving KD diagnosis. Method: Detailed measurements of the left main coronary artery (LCA), left anterior descending coronary artery (LAD), and right coronary artery (RCA) were collected, along with patient demographics such as age, height, weight, and body surface area (BSA). Several Z-Score models, named the Kuo Z-Score models, were proposed, with separate designs for different coronary arteries and different age groups, resulting in multiple Z-Score models. The Z-Score model for the RCA employs the Box-Cox method for data transformation. Finally, we tested various age group combinations, selecting models that passed the Anderson-Darling normality test and had higher R-square values for robustness and best data fit. Results: The study included 1180 participants free from coronary or heart diseases. The Kuo Z-Score models were optimized for LCA, LAD, and RCA across the five age groups 0-6 years, 6-7 years, 7-8 years, 8-9 years, and 9-10 years. Only the normality test for the RCA in the 7-8 year age group failed. The proposed model fitted to the normality assumption outperforming the other models. Conclusion: The Kuo Z-Score models, applicable across a broad age range, provides robust identification of coronary artery dilatation and aneurysm in KD. The models' capability to normalize diverse data sets marks a significant advancement in KD diagnostic sensitivity, aiding in better clinical decision-making and potentially improving patient outcomes.

針對 80 年後世代網路行銷廣告策略之效益分析

Tue, 03 Mar 2026 04:07:08 GMT

title: 針對 80 年後世代網路行銷廣告策略之效益分析 abstract: 整合行銷傳播是近年來最被廣為使用在行銷推廣上，而相關的策略中又以單一訊息的策略受到最多的矚目，訊息的傳達從過去使用電視、報紙及平面廣告的方式，隨著電子產品及行動通訊技術的發展，轉移到了網路上，而消費者也開始習慣使用智慧型手機或電腦接受訊息。這樣的現象更常見於習慣使用網路的1980年代後出生的世代，因此，對於不同的行業而言，以1980年後出生的世代為對象，找出最具競爭優勢的網路行銷廣告策略的使用效益成為重要的課題。本研究先以修正德菲法，由兩岸專家選出的六項網路行銷最佳方案，再將這六項方案，以TOPSIS排出其各別在九種不同的行業中使用效益與重要性決策順序，研究結果可提供給各行業，在決定網路行銷推廣組合時的參考。

A PCA Approach to Estimate the Q-matrix

Tue, 03 Mar 2026 04:07:04 GMT

title: A PCA Approach to Estimate the Q-matrix abstract: The primary purpose for this research is to estimate the Q-matrix using an exploratory factor analysis (EFA) of tetrachoric correlations. Results from simulation studies suggest that an EFA of tetrachoric correlations is feasible for estimating the Q-matrix, with recovery rates from different concoctions above 0.920. All analyses in this research are implemented in R

Targeting the Post-80’s Market: An MCDM Approach

Tue, 03 Mar 2026 04:06:59 GMT

title: Targeting the Post-80’s Market: An MCDM Approach

Beyond festivals: fostering cultural connections in tourism

Thu, 26 Feb 2026 04:08:13 GMT

title: Beyond festivals: fostering cultural connections in tourism abstract: The Integration of leisure fisheries and tourism illustrates efforts to modernize traditional industries, with Hainan’s Tanmen Sea-hunting Festival positioned as a cultural and tourism landmark. Existing initiatives, however, often prioritize economic gains while overlooking the cultural significance that fosters deeper tourist – destination bonds. This study addresses this gap by examining how festival experiences shape destination relational value, analyzing 326 valid responses from the 2024 Tanmen Festival using SEM. Findings indicate that festival experiences enhance relational value through the mediating effects of sense of belonging and cultural confidence, while cultural atmosphere and locality act as key moderators amplifying these effects. Theoretically, the research advances the SOR framework by integrating experiential, cultural, and psychological dimensions. Practically, it offers actionable guidance for designing emotionally engaging, culturally resonant festivals. Key contributions include extending the SOR model, highlighting belonging and cultural confidence as mediators, and demonstrating the moderating role of contextual factors on tourist loyalty.

Does the role of festival rituals matter in fostering cultural resonance and community citizenship?

Thu, 26 Feb 2026 04:08:10 GMT

title: Does the role of festival rituals matter in fostering cultural resonance and community citizenship? abstract: The Moon Worshiping Cultural Festival, which is celebrated during the Mid-Autumn Festival in Shuangjing Village, Jiangxi, China, offers a valuable setting for exploring how ritual activities influence residents’ citizenship behavior. This study underscores the influential role of these rituals in fostering community engagement and navigating cultural continuity amid change. Grounding the research in social cognitive theory highlights how the ritual sense of festival activities (RSFA) stimulates shifts in cultural confidence and identity, ultimately influencing behavior. The study demonstrates how RSFA strengthens cultural belonging and commitment to heritage, driving proactive citizenship behavior. Additionally, it examines how cultural contact moderates these transformations, with immersive experiences deepening their impact. By framing RSFA within evolving cultural practices, this study contributes to understanding how festivals can reinforce cultural identity, facilitate social integration, and adapt to changing contexts. The findings offer practical insights for sustaining traditions while promoting community engagement in an era of sociocultural transformation.

Melodic journeys: How place distinctiveness perception of destination songs inspires information-seeking behavior

Thu, 26 Feb 2026 04:08:06 GMT

title: Melodic journeys: How place distinctiveness perception of destination songs inspires information-seeking behavior abstract: This study pioneers a novel approach to sensory marketing by unveiling the unexplored impact of auditory stimuli—specifically destination songs—on tourists' pre-travel behaviors, such as information-seeking behavior. The purpose of the research is to investigate how perceived place distinctiveness, conveyed through music, influences both the cognitive simulation of travel experiences and emotional connection to the destination. Using The Song of Xi'an People as a case study, the study adopts a survey-based methodology to examine the mediating roles of process simulation and destination interest, as well as the moderating effect of information richness. Unlike traditional studies that emphasize visual stimuli, this research highlights the unique power of sound in evoking both cognitive and emotional engagement. Furthermore, it challenges conventional assumptions about information richness by showing that the effectiveness of auditory marketing stems from emotionally immersive content rather than the volume of cultural details presented. The results demonstrate that such immersive musical content significantly enhances curiosity and behavioral intention. The implications of this study are twofold: it advances theoretical discourse in sensory and destination marketing and offers practical insights, enabling destination marketers to strategically harness music to evoke emotional resonance, ignite curiosity, and foster meaningful pre-travel engagement in a highly competitive global tourism landscape.