Associate Prof. Keng-Chieh Yang's Lecture

Post Time:2017-03-01

Time:March 3rd, 2017      10:00 a.m.

            March 6th, 2017        19:30  p.m.

Location: Information Building 0224#

Lecturer: Keng-Chieh Yang, associate professor, Department of Information Management, HWA HSIA INSTITUTE OF TECHNOLOGY

  • Strategy Management Journal (SCI) (2010~)
  • Decision Support System (SCI) (2010~)
  • Expert System with Applications (2010~)

Topic I :A study of trust in business and management - Co-citation analysis 


In the past few decades, there has been a lot of literature about trust research for business and management. However, few authors have applied co-citation analysis. Design/methodology/approach - Trust is one of the most discussed issues in management, as it has proved to have an essential role in business operations. In this study, all citation documents are included in Thomson Reuters ISI Web of Knowledge database from 1992 to 2010. Findings - By using statistics analysis including factor analysis, cluster analysis and multidimensional scaling, researchers identified four domains, including organizational behavior, strategic alliance, marketing and social capital. Directions for future research are discussed. Originality/value - This study is the first to apply co-citation techniques in the fields of trust. Therefore, the major contribution of this study is to provide an intellectual structure and trends within the field of trust from an objective and quantitative perspective.

Topic II: Consumer attitudes toward online video advertising: An empirical study on YouTube as platform 


The usage of Internet is getting widespread, and the service of online video is getting more and more popular. The revenue of the web service providers comes mostly from the advertisements. This study investigates the attitudes toward the advertisements while watching online videos in YouTube. We followed the research of users' attitudes toward advertisements (Brackett & Carr, 2001) and combined it with the theory of reasoned action and the flow theory in the psychology. This study investigates the factor affecting attitudes toward advertisements and the influence to behaviors. Our findings show that the model explained most of the variance of attitudes toward advertisements in sites providing services of online videos indicating that the model is confirmed in the situation of online video advertising. The conclusion and managerial implications have further discussions.