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An Empirical Study of the Relationship Among the Marketing Mix Strategy of Industrial Products, Partnership, Customer Satisfaction and Repurchase Intention:On the Cases of Taiwan Aluminum Alloy Industry

Chiu-Chuan Lin / Ming-Chu Yu / Yao-Wen Hsu

Keywords: marketing mix strategy, partnership, customer satisfaction, repurchase intention

Due to the manufacturing characteristics, the companies in the aluminum alloy industry form a complex supply network. Under the global competition and changing environment, Taiwan aluminum alloy industry is facing tough challenges both internally and externally. It is vital for companies in this industry to keep high customer repurchase intention. This research is to study the relationship among the marketing mix strategy of industrial products, partnership, customer satisfaction and repurchase intention. Through the literature reviews, the research framework sets customer satisfaction as the intermediate construct linking the marketing mix strategy of industrial products and the partnership with the customer repurchase intention.

This empirical study took Taiwan’s companies in aluminum alloy industry as the objects. There were 120 questionnaires sent out to the respondents, and 93 copies were returned. The statistical tools of SPSS and AMOS were used. The path analysis of the valid questionnaires shows:
1) The marketing mix strategy of industrial products has positive influence on the customer satisfaction.
2) The partnership has positive influence on the customer satisfaction.
3) The customer satisfaction has positive influence on the repurchase intention.
4) The partnership has direct positive influence on the customer repurchase intention, but the marketing mix strategy of industrial products doesn’t.
5) Both the marketing mix strategy of industrial products and the partnership contribute to the customer repurchase intention through the mediating effects of customer satisfaction.

A Comparative Empirical Research on the Relationship of
Organizational Learning and Administrative Innovation, Technical Innovation between the Semiconductor and the Textile Industries

Cheun-Jyi Horng / Yan-Jing Chen

Keywords: organizational learning, administrative innovation, technical innovation, semiconductor industry, textile industry

Studies on organizational learning, administrative innovation, and technical innovation between two different industries are rare. This comparative empirical research explores the relationship of organizational learning, administrative innovation, and technical innovation between the semiconductor and the textile industries in Taiwan.
The research results show that:
(1) Organization learning affects administrative innovation in both industries.
(2) Organization learning affects technical innovation in both industries.
(3) Organizational learning, administrative innovation, and technical innovation of the semiconductor industry are higher than those of the textile industry respectively.
(4) Organizational learning, administrative innovation, and technical innovation are significantly different among various position levels in both industries.

Using Technology Acceptance Model to Explore E-learning of Learning Satisfaction and Purchase Intentions

Wen-Hai Chih / Tien-You Chiu / Hsu-Feng Shen

Keywords: Website Quality, Perceived Usefulness, Perceived Ease of Use, Learning Satisfaction, Purchase Intention, Technology Acceptance Model

In the recent years, the market of e-learning has grown rapidly and become one of the major industries in the world. The factors which influence e-learners’ purchase intentions are the key to the success and survival of the enterprises. The study takes e-learners in Taiwan as population, adopts the basic technology acceptance model approach, and selects website quality which includes three dimensions: system quality, information quality and service quality as external varibles for technology acceptance model. According to the related literature, replacing attitude of usage with learning satisfaction, replacing behavioral intention to use with purchase intention and applying to the structural equation modeling, the study finds that the proposed framework has been well supported by the empirical results. Learning satisfaction is the most important factor influencing purchase intention, other factors arranged in order of importance are as follows: perceived ease of use, information quality, perceived usefulness, service quality and system quality. Moreover, in different areas e-learners’ perceptions toward information quality, perceived ease of use and purchase intentions are significantly different. The findings provide references for the e-learning enterprises to run business and to draw up marketing strategy directed to the characteristics of different areas.

Knowledge Management and Organizational Innovation:The Moderating Effect of Knowledge Strategy and Organizational Life Cycle

Christina Yu-Ping Wang

Keywords: Knowledge management, Knowledge worker, Human resource management, Organizational innovation.

This research examines the essence of knowledge management on organizational innovation by taking the effects of firm’s characteristics, knowledge strategy and characteristics of knowledge into consideration. With valid samples of 227 using regression analyses, empirical results conclude the followings:
(1) the size of the firm and that the different stages in firm’s development demonstrated differences in organizational innovation and knowledge management practices used.
(2) Both performance-oriented rewards and the leverage of existing knowledge have positive effects on organizational innovation.

An Application of Game Theory on Blue Ocean Strategy

Alex Kung-Hsiung Chang / Chou-Kai Hsueh

Keywords: Blue ocean strategy, Game theory, Competition Strategy.

After the blue ocean strategy was announced by Kim and Mauborgne, every domain is zealous to research how the blue ocean is in its industry. Unfortunately, these researches rarely adopt the strategy procedure form the book to completely imitate and analyze. These almost specialized in drawing up strategy draft and using four strategy schemes to adjust the value curve, even using the concept of strategy gateway to discuss and comment. Except the most variables from industry situation, every industry not all faces the problems from the customer or cost dimension, so it’s hard to conclude a common step on the method to execute the blue ocean strategy.
The great contribution of Game theory is to help people find the core of question and supply the strategy model to solve the competition problem (Kreps, D. M., 1990). Besides, the blue ocean strategy uses four strategy schemes to know how the business should stride forward the blue ocean.
According to this similar strategy purposes, this rearch will adapt case study to analyze what the competition strategy that adapted by the business having blue specialities is and develop a confirmation model of game theory to conclude different kind of cases efficiently, making the blue ocean strategy apply widely and simply. Based on three different industry cases, this research will develop six different game models to prove the realistic situation. The period of case will discriminate two types, long-term and short-term. Then, this rearch will build the game model according to the information which every case released and expect to supply the common step of strategy analysis.