beSMART

ELECTRONIC WORD-OF-MOUTH, EXPERIENTIAL MARKETING, BRAND IMAGE, BRAND LOYALTY, AND PURCHASE INTENTION: A STUDY OF INNISFREE

Ying-Xuan Su, Chih-Chao Lai, Ph.D, Advisor

Owing to the impact of Korean drama and K-POP, Korean cosmetics in Taiwan are increasingly popular, also widely accepted by Taiwan consumers. With the increase in female consuming ability, the demand for cosmetics also increased, but how to attract consumers to buy their products cannot be ignored. In addition to through eWOM / WOM, experiential marketing, how to retain the original customers, attract new consumers, the design of the appropriate brand image, and raise the purchase intention are also important.
In this study, I used an online questionnaire to survey and SPSS as a tool to analyze data, such as: descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis. The research aims to explore the relationship between eWOM, experiential marketing, brand image, brand loyalty, and purchase intention.

e-WOM, experiential marketing, brand image, brand loyalty, purchase intention

DEVELOPING AN ALIGNMENT MODEL BETWEEN BUSINESS STRATEGY AND KNOWLEDGE MANAGEMENT STRATEGY

Yue-Yang Chen, Hui-Ling Huang, Wen-Hsin Fang

Since knowledge has been regarded as one of the important resources for firms to compete in today’s competitive environment, knowledge management (KM) are so crucial for achieving superior performance. In this vein the strategy of knowledge is likely to be a critical issue of strategic choice for the firm. Evidences showed that the implementation of KM strategy can cultivate organizational dynamic capabilities to improve knowledge quality and quantity, as well as for consolidating the value and practicability of knowledge. Thus, according to the previous research on KM field, this study tries to construct and develop a KM fit model. We contend that the alignment effect will contribution to knowledge management performance.

DESTINATION TOURISM INFORMATION SOURCES, TRIP QUALITY AND BEHAVIORAL INTENTION FOR ISLAND TOURISTS

Hsiao-Ming Chang, Chin-Lung Chou, Cheng-Lung Wu

The purpose of this study was to analyze the island tourists, their tourism information sources, perceived trip quality satisfaction, and the behavioral intention in the destination.In this study, from Taiwan tourists as objects who visit Jibei Island and take part in marine recreational activities, convenient sampling method was used, and 514 effective questionnaires were collected.After statistical analysis, the findings of this study are as follows:1. tourists travel information sources in tourism magazines as the highest; 2. different demographic variables will affect the tourist’s perceived trip quality satisfaction; 3. destination trip quality of "amenities", "hospitality" and "friendly" has predictedpower for tourists of behavioral intention.According to the above findings, this study for destination business and for future research gives forward specific proposals and reference.

Marine tourism, information source, destination, trip quality, behavioral intention