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研究人才詳細資料


出版年月 著作類別 著作名稱 作者 收錄出處
2020-10 期刊論文 The effects of anchoring on backers' pledge in reward-based crowdfunding: evidence from Taiwanese market Y. -F. Kuo, C. -H. Lin, and J. -R. Hou Internet Research
2020- 研討會論文 The influences of netizen language code-switching, brand image, and cause-related marketing on Internet advertising effectiveness Y. -F. Kuo, Y. -H. Hsieh, J. -R. Hou, and W. -L. Yeh
2019- 研討會論文 A different language is a different vision of life: The effects of netizen language code-switching on internet advertising effectiveness. Y. -F. Kuo, Y. -H. Hsieh, J. -R. Hou
2019- 研討會論文 Can title images predict the emotions and the performance of crowdfunding projects? 3. J. -R. Hou, J. Jennifer Zhang, and K. Zhang
2018- 研討會論文 A picture is worth one thousand words: How title images affect the performance of crowdfunding projects via emotions? J. -R. Hou, J. Jennifer Zhang, and K. Zhang
2017- 期刊論文 Oppositional brand loyalty in online brand communities: Perspectives on social identity theory and consumer-brand relationship Y. -F. Kuo and J. -R. Hou Journal of Electronic Commerce Research
2015- 期刊論文 From the perspectives on social identify theory and emotions to investigate oppositional brand loyalty in online brand communities: A case of smartphone forum communities Y. -F. Kuo and J. -R. Hou 電子商務學報
Journal of e-Business
2014- 研討會論文 Which brand will you not select? Investigating oppositional brand loyalty from the perspectives on social identity theory and emotions Y. -F. Kuo and J. -R. Hou
2013- 研討會論文 Investigating oppositional brand loyalty in online brand community from perspectives on band commitment and self-brand connection: A case of online car communities Y. -F. Kuo and J. -R. Hou
2012- 研討會論文 Consumers’ motivations to join clothes shop fans page on facebook Y. -F. Kuo, S. -H. Tan, and J. -R. Hou