This study examines how Taiwanese college students understand the traditional, culturally Chinese concept of Yuan and its role in their use of a new and distinctive Taiwanese social networking site—Dcard. Particular attention is paid to the Dcard’s unique friending mechanism, which provides users the opportunity to connect (or not) with one, seemingly random new friend each day at midnight. Through thematic analysis of 15 semi-structured long interviews, the study finds that Dcard users understand Yuan as a multi-faceted concept pertaining primarily to interpersonal relationships (relationalism). Users perceive Yuan to influence relationships in a predetermined, causal fashion (fatalism), but they still assert some agency in their relationships (controllability), including their ability to believe deeply in Yuan. Users perceive Yuan to play an important role Dcard use, and the concept’s different facets each influence key moments in the friending process—from receiving a friend recommendation, to the choice of whether to accept or reject that request, to the initiation and maintenance of relationships through Dcard. Dcard’s architecture, including elements of randomness and partial anonymity intensify the experience of Yuan. This study underscores the importance of studying how cultural concepts like Yuan are socially constructed and used in online contexts. More, it illustrates how social networking sites can use design and architecture to tap into culture to attract and retain users.

The current study extends the exploration of online relationship building by examining how Business Next top 100 online sellers use the popular social network site Facebook to assist dialogic communication with their fans. A content analysis of Facebook fan pages maintained by Business Next top 100 online sellers (n=100) and individual posts which posted on those pages (n=2804) examined the use of dialogic features within the Facebook fan pages as well as the individual. The contraction process of social networking sites effectiveness indexes used literature review and content analysis. Those indexes were revised by reexamining the circumstances of Facebook. Four dimensions of indexes were ¡§Usefulness of information¡¨, ¡§Generation of return visits¡¨, ¡§Conservation of return visits¡¨, and ¡§Dialogic loop¡¨. 25 indexes were developed. Results indicated that online sellers which manage Facebook fan pages (76%) employed the dialogic strategies of dialogic loop mostly (M=16.76). It presents the highly interactive of Facebook fan pages. Interact games on Facebook fan pages which combine asking interesting questions and special discounts are significantly related with user responses.

This study explores the social approval of internet dating through the ranking of vignette scenarios. The scenarios are manipulated by the conditions of face-to-face interaction, presence of mutual acquaintance, and use of internet technology. Measures of legitimacy, predicted longevity, and social perception test for changes in attitudes of the varied ways in which a hypothetical couple meets. One of seven randomly distributed scenarios was ranked by a total of 346 undergraduates to disentangle the above conditions and test for an effect on social approval. Situated in the framework of cultural adaptation, script theory and the saturated self, support is found for low cultural approval of internet dating. Conditions of face-to-face interaction, issues of trust, and affinity to the internet demonstrate clear effects on the approval of relationships formed through internet dating.

Email marketing is not a new concept within marketing, it has been used by companies as a cost-effective way to incentives purchases for decades. However, during the past few years, there was a shift in the way email can be used. Today, it is also a way for companies to directly communicate with customers and through it create more long-term customer relationships. Previous research within the subject has had a focus on examining the effect of email marketing on purchases. However, with the new additional email practices, which have emerged in recent years, there is the need for studying email marketing from the perspective of the consumer. Since there are several conceptualizations of email marketing, this study adopts the definition where consumers’ consent to receiving the emails is a must, in other words permission-based email marketing. In addition, the study examines the influence of permission-based email marketing on consumers’ behaviors that go beyond purchases, namely the non-purchase behaviors. Thus, the purpose of this study is to gain a deeper understanding of how permission-based email marketing and relational factors influence consumers’ non-purchase behaviors. Moreover, the study aims to answer to the following research question: How does permission-based email marketing, aided by relational factors, influence consumers’ non-purchase behaviors? In order to answer the research question, a qualitative method was used, more specifically semi-structured interviews were conducted with young millennial consumers between the ages of 25 to 34. The results showed that different identified aspects of permission-based email marketing influence certain relational factors and ultimately the consumers’ engagement. However, a key factor is the consumer's own perception regarding what the emails from clothing retailers should contain in order to be relevant. Whether the email’s content is general or personalized, if the consumers perceive it as valuable and relevant, it will lead to increased customer satisfaction, perceived value, perceived brand competence, trust, commitment and loyalty. These relational factors can facilitate consumers’ non-purchase behaviors such as opening, reading, clicking on links and spreading positive word-of-mouth. However, the results also indicate factors, which contribute to less and more negative non-purchase behaviors. If consumers do not perceive to have given permission for receiving emails from a clothing retailer, they will respond by unsubscribing. Moreover, if consumers perceive to be receiving an excessive amount of emails, or if they deem the content irrelevant, they are more likely to delete, unsubscribe and spread negative word-of-mouth. The study resulted in a conceptual model, which illustrates the factors of both permission-based email marketing and relational factors and their influence on consumers’ non-purchase behaviors.