Although the body of literature pertaining to the study of micro, context-specific behavior on the Web is growing, there lacks a global, macro analysis as to the behavioral dimensions of Web users' online activities. In an attempt to fill in the gap, this study proposes a three-dimensional, cubic typology for the characterization of Web users' online information behavior. We discuss a set of hypotheses concerning the relationships among these dimensions as well as those between these dimensions and related behavioral aspects. Online panel data consisting of month-long clickstreams of 2,022 Web users obtained from InsightXplore, Taiwan are made available for the empirical validation of the hypotheses. We found that a Web user's width (i.e., number of categories of Web sites explored), length (i.e., number of sites visited per category), and depth (i.e., number of pages downloaded per site) of online information behavior are highly correlated. Furthermore, these three dimensions of the behavioral "cube" are positively associated with speed of navigation, but negatively associated with the Web users' explicit online information search propensity and the degree of relatedness among the sites they visited.
In recent years, social media becomes a new communication channel in marketing. Social media facilitate improved targeting and play a critical role in marketing operations. We collect empirical data that can be used to determine whether social media marketing actually creates brand benefits or increases product sales. We proposed a new model for measuring the effectiveness of social media marketing and explained the benefits created by different brand and user types on social media. By conducting the seemingly unrelated regression estimation (SURE) model, this research collected 1,956 valid samples from the consumers who use the social media marketing. The results show that search goods and experience goods in social media marketing create diverse effective directions in interaction effects. For mobile phone brands other than the iPhone, social benefits were nonsignificant; however, brand benefits for them were significant because of the interplay of benefits.
The optimal treatment of localized large-cell lymphoma of the stomach remains controversial. In particular, the role of surgical resection of the primary tumor needs to be clearly defined. We have reviewed all patients with a diagnosis of gastric lymphoma and treated in our institutions between 1988 and 1998. Patients fulfilling the following criteria were included in this study: (1) histologically proven large-cell lymphoma of the stomach; (2) adequate pathological materials and complete clinical information for analysis; (3) clinical stage I/II disease according to the Musshoff modification of Ann Arbor system; and (4) received primary chemotherapy alone with anthracycline-or anthracenedionecontaining regimens (group A) or curative surgery followed by adjuvant chemotherapy (group B). There were 38 and 21 patients in group A and group B, respectively. All pertinent clinicopathologic features were similar between the two groups of patients, except that patients of group A had significantly more stage II-2 disease (P = 0.004). Of group A, among 36 patients who could be evaluated for response to chemotherapy, there were 29 complete and 1 partial responses, with an overall response rate of 83.3% (95% CI, 71.1-95.5%). The projected 5-year relapse-free survival (RFS) and overall survival (OS) were 86.0% (95% CI, 73.3-98.7%) and 72.6% (95% CI, 57.0-88.2%), respectively. On the other hand, the projected 5-year RFS and OS of group B were 77.9% (95% CI, 58.0-97.8%) and 77.8% (95% CI, 57.9-97.7%), respectively, not significantly different from that of group A. Our data suggest that systemic chemotherapy alone may be a reasonable alternative treatment for stage I/II large-cell lymphoma of the stomach. Resection of the primary tumor before systemic chemotherapy does not appear to improve the cure rate of this group of patients. Am.
Due to the competitiveness of the e-commerce environment and the emerging usage of mobile devices, companies have found a new e-marketing strategy, that is, online-to-offline (O2O) marketing, to integrate both channels more efficiently. The rapid rise of the O2O market in recent years has changed the way people consume and become an important issue. However, there are still very few studies focusing on O2O marketing issues. Hence, the purpose of this study is to develop an analytic model to explore how consumers adopt O2O commerce models. In this study, we collect 1,267 samples of valid Taiwan-based internet users who intended to adopt multi-channel retailing, using a web survey of consumers through InsightXplorer's CyberPanel. We use EFA and CFA to confirm search factors (information availability, search convenience, enjoyment, media richness and tangibility) and purchase factors (service quality, price and promotion, purchase convenience, risk perception, immediacy and product quantity) in keeping with past research. We also conduct a multinomial logit model to analyze the relationships among search factors, purchase factors, and adopting multi-channel purchasing behavior. The results indicate that the main reason consumers choose to purchase through physical channels is that they could provide better sales service quality and have a lower shopping risk, however, if consumers care about prices and promotions, they tend to Contemporary Management Research 168 lean towards the Mobile path. At the close of this paper, in-depth discussions and conclusions are provided to inform further research and future practices.
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