Yu-Wen Li

TL;DR: An empirical study on a popular microblog to investigate how social factors such as social support and relationship quality affect the user's intention of future participation in social commerce indicates that both factors play a critical role.

TL;DR: In this paper, the authors proposed a dual core theory that takes into account both economic factors (measured by perceived reduction in transaction costs) and emotional factors (referred to as the perceived care) in their effect on the perceived usefulness of providing personalized customer services.

TL;DR: The relationship building perspective is proposed, which treats intimate experience resulting from personalized response as an important factor to affect the receivers’ attitude towards the personalized recommendation, and indicated that intimate experience does mediate the effect of personalized response on consumer attitudes toward the recommendation.

TL;DR: Findings from an experiment that examined the effect of website interactivity, promotional framing (price discounts versus premiums), and different brand images (functional versus symbolic) on consumer attitudes toward the ads and toward the product in the advertisement indicate that both website interactions and promotional methods can enhance consumer attitudes.

TL;DR: Investigating how different tactics of personalization on a website affect customer loyalty showed that personalized services can contribute to customer loyalty by bringing relational benefits to customers, and the impact of affective benefit on customer loyalty is greater than that of cognitive benefits.