SESSION 3 M4004 January 3, 2013 16:00 – 17:30
OM and Marketing Session Chair: Juan Zhang University of
Science Technology of China
1. The Influence of Fan Page Quality,
Electronic Word-of-Mouth and Brand Image on Purchase Intention
Wan-Ru Sun Takming University of Science and Technology
Ying-Chien Hsiao Takming University of Science and Technology
Abstract: In recent years, more and more enterprises to establish their fan pages on
facebook, in order to strengthen interaction and gathering the views of consumers. Our research
used questionnaire survey to verify the influence of fan page quality, electronic word-of-mouth
eWOM and brand image on purchase intention, and used SPSS and AMOS to analyze data. Our
research found that fan page quality, electronic word-of-mouth and brand image all positively
influence the purchase intention. That reveals the better fan page quality, electronic word-of-
mouth and brand image will raise purchase intention.
2.
Ingredient Branding Strategies in a Dynamic Supply Chain: Models and
Analysis
Juan Zhang University of Science Technology of China,
Qinglong Gou University of Science Technology of China,
Liang Liang University of Science Technology of China,
Xiuli He University of North Carolina at Charlotte
Abstract: We consider an original equipment manufacturer OEM procures key components
from component suppliers to produce a final product. The component supplier she may
implement an ingredient branding strategy through her own advertising campaign using
cooperative advertising program. We model the impact of marketing effort on the channel
members goodwill levels in a modified Nerlove- Arrow framework. We first consider a single
supplier and then extend to the cases of two suppliers in which the suppliers are independent,
allied and keep two brands and allied and keep one brand. Equilibrium subsidy rates and
advertising efforts of the suppliers and OEM are derived.
3.
Firms’ profits and consumer surplus when a retailer contemplates selling
online
Yu Xiaowen Peking University Zheng Xiaona Peking University
Su Meng Peking University Abstract: The rapid development of information
technologies has made it easier for the retailers to engage in online sales. As a consequence,
online stores operated by traditional retailers have increased dramatically. This paper
investigates how a retailers channel choice may affect consumer surplus and firms profits. We
construct a price-setting game between a manufacturer, a Stackelberg leader, and a
retailer who is considering adding an online venue to its existing channel structure. We show
that when the online channel operating cost is low enough, the manufacturer chooses a
wholesale price that induces the retailer to adopt a dual-channel strategy. In this case, both firms
and consumers may be better off.
4. The Value of Bundling Strategy with
Kategori