Projects per year
Personal profile
Education
- 美國德州大學阿靈頓分校資訊系統與作業管理學系 博士
Research Interests
- Online consumer behavior
- E-commerce
- Online marketing
- Brand community
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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The advertising communication effectiveness of using netizen language code-switching in Facebook ads
Kuo, Y. F., Hou, J. R. & Hsieh, Y. H., 2021 Nov, In: Internet Research. 31, 5, p. 1940-1962 23 p.Research output: Contribution to journal › Article › peer-review
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The effects of anchoring on backers' pledge in reward-based crowdfunding: evidence from Taiwanese market
Kuo, Y. F., Lin, C. H. & Hou, J. R., 2021 Mar 10, In: Internet Research. 31, 2, p. 635-653 19 p.Research output: Contribution to journal › Article › peer-review
3 Citations (Scopus) -
Can title images predict the emotions and the performance of crowdfunding projects?
Hou, J. R., Zhang, J. J. & Zhang, K., 2019, Proceedings of the 52nd Annual Hawaii International Conference on System Sciences, HICSS 2019. Bui, T. X. (ed.). IEEE Computer Society, p. 4439-4448 10 p. (Proceedings of the Annual Hawaii International Conference on System Sciences; vol. 2019-January).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
2 Citations (Scopus) -
Oppositional brand loyalty in online brand communities: Perspectives on social identity theory and consumer-brand relationship
Kuo, Y. F. & Hou, J. R., 2017, In: Journal of Electronic Commerce Research. 18, 3, p. 254-268 15 p.Research output: Contribution to journal › Article › peer-review
25 Citations (Scopus) -
Which brand will you not select? Investigating oppositional brand loyalty from the perspectives on social identity theory and emotions
Kuo, Y. F. & Hou, J. R., 2014 Dec 8, 12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014. Ting, I-H., Tao, Y-H., Steinbauer, M., Khalil, I., Yang, H-C. & Anderst-Kotsis, G. (eds.). Association for Computing Machinery, Inc, p. 421-427 7 p. (12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution