Customer loyalty is an important issue for the success and sustainability of an online business. Moreover, the concept of affiliate marketing online business has become well-known among online shoppers in the past several years. Nevertheless, there is little research investigating customer loyalty towards affiliate marketing websites, especially in China, where this kind of websites are known as ‘cash-back website’. Therefore, this research investigates customer loyalty towards cash-back websites (51fanli.com as the leading cash-back website) in the China market. Based on previous studies and interview, this research applies six factors (cash-back promotion, price comparison service, WOM in social community, quality web design, privacy and security, trust) as core and supplementary services which influence customer perspective in loyalty. This study aims to find out which factors in cash-back websites can influence customer loyalty in the China online market. In this research, questionnaires are sent to cash-back website users to collect quantitative data. A statistical analysis is used to verify the nine hypotheses to analyze the collected data. The result points to five factors in both core and supplementary services that support customer perspective towards loyalty, while only ‘WOM in social community’ has no correlation with Chinese customer perspective towards loyalty. After comparing the results of the two groups of customers, those used 51fanli.com and those who did not use 51fanli.com, the research discover that customers who used 51fanli.com have stronger opinions on ‘privacy and security’ factor. Customer perceived value has significant positive relations to customer satisfaction that may influence customer loyalty. Furthermore, managing the loyalty programme in order to maintain high switching cost is only applicable to customers who have high satisfaction towards the website. Finally, some managerial implications suggested cash-back websites to adapt unique strategies to gain more customers and cautiously use switching cost. Maintaining a good reputation on privacy and security is another key success factor of cash-back websites in China market.

The essence of the getting popular online group-buying activities in the Internet age is that the price of products depends on the quantity of orders. The more the orders are gathered, the lower prices we can get. In addition, the price is always a major concern of consumers in shopping. Thus, the accumulated number of orders is of concern to the initiator and all consumers. In the past, some scholars also found the phenomenon of demand externalities. It indicates that the larger the existing orders are, the more consumers will join the group-buying. On the contrary, it is not easy to attract consumers to join the group-buying. So, if the number of orders increases fast and therefore generates the effect of demand externalities, the performance of group-buying will be improved. Therefore, this research, based the concept of free-options price promotion, explored if the quantity-based price promotion will affect the consumers¡¦ perceived value and intention to join the group-buying. Besides, the research also explored if the product preservation will moderate the effect of quantity-based price promotion on the consumers¡¦ perceived value. In this research, the quantity-based price promotion was manipulated as ¡§Buy five and get one free¡¨ in the experiment. A field experiment was done on NeGoGo group-buying website first. Then, based on the observation of the field experiment, an online experiment was designed and implemented. The result found that consumers have greater perceived value on price and emotion in a group-buying with quantity-based price promotion, but there is no interference effect of product preservation. Furthermore, when consumers have greater perceived value on price and emotion, their intention to join group-buying will be higher. Finally, compared to a group-buying with no price promotion, the average consumers¡¦ purchased quantity of group-buying with quantity-based price promotion is significantly higher. In other words, the quantity-based price promotion can improve the performance of group-buying transaction.

Previous studies have indicated that the creation of outstanding consumer value was for spa hotels to achieve sustainable financial and market success. In this study we identified the key factors that affected consumers¡¦ behavior or purchasing decisions, and the process how consumers chose a particular hotel for spa service, which was appropriate for themselves under such intensely competition among spa hotels in Taiwan. The study aims to assess a relational perspective on the value perception relationships, and to examine the main effects and the processes linking perceived value, its antecedents and willingness to buy in Taiwan spa hotel industry. The economical deduction was adopted to provide the constructs positioning and adequate rationality of the conceptual model. The analysis of Pearson correlation indicated that the recent downsizing economy might be the source that affected the attitude of ¡§leisure service consumption¡¨ in more conservative way because of the weakly significant relationship between perceived value and willingness-to-buy. The hierarchical multiple regression (HMR) was used to assess the main effects and the processes. The HMR analyses revealed that customers separately considered perceived quality and perceived price, the immediate situational factors of benefits and sacrifices, particularly when purchasing a spa service product, which will lead to changes in behavior. Perceived quality totally mediated the price-value relationship, and perceived value partially mediated the quality-willingness and price-willingness relationship. Sex and living location moderated the quality-value relationship. Marriage status and consumptive times moderated the value-willingness relationship. The finding indicated that the perception of customer value was very much dependent upon quality and much less dependent upon risk and price in Taiwan spa hotel industry; management and advertising objective should focus on increasing customer value by improving the customer perceptions of overall product and service quality. The moderation of demographic variables provides managers directions to offer proper packages to potential customers.

¡@¡@In recent years, Taiwan's industries actively seeking industrial restructuring in the way of increasing added value to products. That makes many convenience goods brands appeared on the market, but consumer-related studies is scanty; and theoretical studies have indicated that a product¡¦s image will affect the brand image. However, in domestic empirical research, the studies are primarily focus on product image and brand image, and consistency between brand image and product form, and seldom discuss the topic of the product design can enhance brand image. According to the background and motivation, the proposition of this study are as follows¡G (1) Understand the association of product image and brand image. (2) Using demographic variables as moderators to explore how the brand image and product prices affect the perceived value. (3) Analyzing relationships between customers¡¦ perceived value and purchase intention. In this study, product design and product prices are independent variables. First, uses the 24 groups of opposing adjectives that Ming-Chuen Chuang and Ching-Hang Kao (1997) sorted out to do semantic differential analysis on four brands of products to measure the respondents¡¦ feeling toward product form, color, texture, feel, and function. And then, discussing the relationship among product image, brand image, perceived value and purchase intention. The conclusions are summarized as follows¡G (1) Different product design has different effects on brand image. (2) The brand image and product price has a significant impact on the perceived value. (3) Some demographic variables have a moderating effect on brand products. (4) Perceived value has a significant effect on purchase intention. Keywords¡Gconvenience goods, product design, product image, brand image, perceived value, purchase intention

Recently, more business reduced marketing expenses for responding the changes of macro-economic environment. The business strategy turned traditional marketing into internet marketing. More business used internet marketing to compete with others. Because internet industry grown speedily that ¡§Otaku Economy ¡§changed consumer behavior on shopping. In addition, these economy models become more strong shopping power. Consumers change their shopping patterns that it carries more opportunities and economy effects when the environment is in a slump. The research has four purposes as follows: First, to discuss e-commerce bring the effectiveness of brand essentially. Second, to explore affected on purchase decision-making whether internal or external factors when consumers use e-commerce process. However, people perceive differently for online shopping on decision model. People have difference effects on perceived price, perceived quality, perceived value and purchase intention in their mind. In addition, we want to discuss that consumer¡¦s brand loyalty when people face more choice on online shopping websites. Finally, we observed effectiveness on brand A and the gap between business and consumer in business side. The model was tested using SPSS 17.0 Variate Statistical Analysis and Case Study. The sample size of this survey includes 360 respondents, 335 were identified as usable. PayEasy were selected for the study. The findings are as follows: 1. We demonstrated the price-perceived value concept model that found consumers considered the more quality on products/ website the more overall value in their mind. The result created more purchase probability. 2. Two group are 15-18 year-old students and office workers bought cosmetic products online frequently because without time and space limit. More and more female consumers interest in online shopping. 3. In fact, people have lower brand loyalty on online shopping due to they have more choices. Product substitution and cheaper price could affect consumer decision-making behavior. 4. PayEasy has more unique competitiveness on information flow, product flow, cash flow, logistics and CRM. The key contribution of the research is that we reflect opinions of people and perspectives gap on e-commerce in consumer and business side. Further, we understand factors of decision-making process in consumer¡¦s mind that will help to enhance relationship between business and consumers on e-commerce. And helping business create more new innovate model to increase brand effectiveness.

As the e-coupon group-buying is getting popular, there are many sellers using e-coupon group-buying as an advertising strategy by providing e-coupon with big discount. However, there were many complaints from consumers saying that they couldn¡¦t reserve the services on peak time as they wished. It turns out that the sellers could not achieve the advertising effect but the negative image. We found the good time for sellers doing advertising by selling e-coupon is on the off-peak time. Based on above observation, this study tried to explore whether the service industry can enhance the impulse buying behavior and thus improve yield management performance by selling e-coupons through mobile devices. An online experiment with questionnaire was implemented to collect research data. The research results include: (1) The quantity of e-coupon provided by the sellers will not have significant impact on time pressure perceived by the consumers directly. However, if the limited quantity lets consumer recognize its scarcity, it will increase consumer perceived time pressure and perceived value as well. (2) In addition to the perceived scarcity, the e-coupon discount also has positive influence on consumer perceived value. (3) The shorter distance the location of the store is, the better perceived location will be. (4) The consumer impulse buying intention will be impacted by the perceived time pressure, perceived value, perceived location and impulse characteristic of the consumer. Among them, the perceived value has highest influence and the second is consumer impulse characteristic followed by the perceived location.

Grove and Fisk ¡]1983¡^ had used the noun and idea of drama performance in the theater to compare the offering of service, such attendants as known as performer, customers as known as audience, and separate the front and back stage of service encounter clearly. At the same time, they offer the structure to easily understand the process of the wholly service contact and to help estimate the influence of each important link of service contact. So, this research focused on ¡§perceived value¡¨ of customer experiences through which, the ¡§visualized service backstage¡¨ in the service contact promotes the interaction of consumers and suppliers. Moreover, this study used the involvement of the back stage information and attention of attendants¡¦ appearance to moderate consumer experiences. The results showed that ¡§visualized service backstage¡¨ has positive influence on ¡§perceived value¡¨ with different levels, and customers have more consciousness on ¡§experience value¡¨. Actually the service with ¡§visualized service backstage¡¨ can really improve customers¡¦ perceived value. It not only can strengthen consumers¡¦ experience value, but also promote other different values of consumers. In fact, if service providers can use this advantage to create more perfect service performance by which the front stage and the back stage fully support. And it could bring to people more different service value than others. In addition, through the analysis of this study and real practices, it can help the service providers understand which value is the key factor to be attention for offering visualized service backstage.

Waiting for service was often happen in Service setting. The literatures about the consequence of the waiting were strong in certain respects, typically negative and erode the customers¡¦ overall service evaluation, and underdeveloped in other respects. In this article, I consider the influence of the waiting on the customers perceived values. I propose the effect of waiting experiences on the customers perceived values depends on both how far the time lags of distances between purchasing and consuming and the word-of ¡Vmouth information supply. For the purpose, I choose the oversea leisure travel products that appear to have a significant time lag of consuming. The sample data from 290 college and graduated students were analyzed using descriptive statistics, T-tests, One-Way ANOVA and Two-Way MANOVA. The results of the three studies are presented as follows: 1. When customers perceived higher the value of the service products, they were more patient about waiting duration and more purchasing intentions. 2. The time lags of distances between purchasing and consuming were longer, the customers perceived values would increase first and then drop late. 3. Word of mouth information supply will enhance the customers perceived value.

¡§Introductory Price¡¨ is a quality signal used in the service introductory period, implying consumers that introductory price brought the loss to service providers. Consumers will guess service providers wish them repurchase the service to recover their loss, so the service should be higher quality and higher value. Past researchers¡¦ empirical studies about signal theory mostly focused on products. Therefore, the objective of this study is to verify whether ¡§Introductory Price¡¨ is an effective quality signal in service industry, and find out other potential variables which have moderate effect with ¡§Introductory Price¡¨. This study use experimental design to examine consumers¡¦ perceived quality, perceived sacrifice, perceived value, and purchase intention when they hear about the introductory price information of new service. Besides, this study use ¡§Price estimate¡¨ to develop a new concept ¡§Relative Introductory Price¡¨. ¡§Introductory Price¡¨, ¡§Competitor¡¦s Price Information¡¨, and ¡§Cost Information¡¨ will influence ¡§Relative Introductory Price¡¨, which will influence the consumers¡¦ perceived quality. The result shows that even though consumers can¡¦t differentiate the introductory price and long-term price, and still think ¡§low price means low quality¡¨, but other price information still has the moderate effect with ¡§Introductory Price¡¨ to influence the ¡§Relative Introductory Price¡¨. Besides, the service providers in Taiwan used to make a high origin price. This kind of pricing style makes existence of other price information become more important.

Abstract This study examines the relationship between perceived brand fit, perceived risk, perceived value and intention to purchase in the context of co-branded hotels and restaurants. Today’s market contains many products and services that can look very similar, and companies use co-branding of their products to make them distinctive from other products on the market. A better understanding of consumer behaviour and attitude to co-branding may improve restaurant profitability and hotel occupancy. One important question to be considered is what determines consumers’ willingness to purchase in co-branded hotel and restaurants? In spite of a number of research papers on hotel-restaurant co-branding written in recent years, previous academic studies have not addressed the relationship between co-branding of hotels and restaurants and intention to purchase. The aim of this research is to examine how the relationship of brand fit, risk and value relate to intention to purchase, and to do this three research questions and eleven hypotheses are proposed. A previous study by Boo and Matilla (2002) has proposed a conceptual model of hotel-restaurant brand alliance strategies, relating management strategy characteristics and consumer characteristics with the consequences of perceived brand fit. The present study develops this existing model by examining the components of brand fit that determine consumer intention to purchase. The study investigates three main areas: firstly, it examines the relationship between perceived brand fit and intention to purchase in terms of perceived fit (overall), complementary fit based on product usage and product goal, and transferability fit based on service quality. Secondly, it examines the relationship between perceived risk and intention to purchase in terms of personal characteristics including risk-taking behaviour and self-confidence; uncertainty of loss including financial loss, time loss and physical loss, and, performance risk. Thirdly, it examines the relationship between perceived value and intention to purchase in terms of perceived brand image, perceived quality and perceived sacrifice, based on monetary and non-monetary price. A quantitative approach involving survey of hotel guests has been employed with data collected in four and five star hotels in Bangkok and Pattaya, Thailand from August to September 2008. A survey questionnaire was administered to guests and a total of 511 completed responses were collected. The data analyses performed using a standard multiple regression method, a paired sample T-test, a chi-square test and a multiple response technique. The results indicate that the model of perceived brand fit in this study has two key components which positively influence a consumer’s intention to purchase. Firstly, the perceived fit (overall), and, secondly, complement fit based on product usage and product goal. Furthermore, for the perceived risk model the finding also indicates two key components which positively influence a consumer’s intention to purchase. The first component is uncertainty of loss in terms of financial, time and physical loss. The second component is performance risk in terms of product and service performance. Lastly, the results indicate that the perceived value model revealed three components which are positively related to consumer’s intention to purchase. The first component is perceived brand image, the second component is perceived quality, and the last component is perceived sacrifice in terms of both monetary and non-monetary price. The conceptual framework developed and tested in this study can be used as a guideline to enable an appropriate co-branding marketing strategy to be developed.