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Taipei, Taiwan

Tatung University is a private university in Zhongshan District, Taipei, Taiwan, with close cooperation with the Tatung Company. Wikipedia.


Functional foods marketed as promoting health or reducing the risk of disease open a promising avenue for consumers to pursue a healthier life. Despite the stable growth in functional foods in Taiwan, at present little is known about whether or not consumers with varying degrees of health consciousness and different healthy lifestyles will have dissimilar attitudes toward functional foods and will vary in their willingness to use them. Regression analysis of this empirical study verifies that consumers' attitudes toward functional foods do have an impact on their willingness to use such foods. Moreover, moderated regression analysis (MRA) reveals that the joint moderator of health consciousness and healthy lifestyle indeed exerts an impact on consumers' willingness to consume functional foods. Finally, one-way ANOVA tests show that there are some differences between the consumers of the "Healthy Life Attentive" group and those of the "Healthy Life Inattentive" one both in attitudes toward and in willingness to consume functional foods. The empirical results and findings from this study would be valuable for the marketers in the functional food industry to formulate marketing communication strategies and facilitate this industry's development. © 2011 Elsevier Ltd.


Chen M.-F.,Tatung University
Food Quality and Preference | Year: 2011

There is an increasing demand for functional foods in the market because such foods can either enhance physiological function or reduce disease risks. The present study draws on a research to develop a model that is believed to shed light on the extent to which modern health worries (MHWs), negative affect (NA), and healthy lifestyles (HL) are relevant to consumers' willingness to use functional foods in Taiwan through the mediator of consumers' subjective health complaints (SHCs). As expected, the results indicated that consumers' SHCs play a mediating role in the relationship between NA and attitudes toward functional foods and in the relationship between HL and attitudes toward functional foods. Moreover, though people's MHWs do not lead directly to SHCs, they do have a direct impact on their attitudes toward functional foods, resulting in further influencing their willingness to use such foods. Some suggestions for the public, the government authorities, and the marketers of functional foods are also provided in this study. © 2010 Elsevier Ltd.


Chang T.-N.,Tatung University
IEEE Transactions on Antennas and Propagation | Year: 2011

A broadband circularly polarized slot-ring type antenna is presented. Two square slot-rings are linked over the corner. By tuning the size of the slot-rings, both the return-loss and the axial-ratio bandwidths can be enhanced. The bandwidth is enhanced by merging the first and second bands. The first band is due to the individual loop whereas the second band is introduced by the linked structure. The structure can also be viewed as a combination of two perturbed square rings. The perturbation causes the generation of a circularly polarized wave. The measured 3 dB axial-ratio bandwidth is 1.05 GHz centered at 3.1 GHz. © 2011 IEEE.


Tsao Y.-C.,Tatung University
International Journal of Production Economics | Year: 2010

In this paper we consider multi-echelon multi-item channels subject to supplier's credit period and retailer's promotional effort. The retailer determines the promotional effort and the joint replenishment cycle while still maximizing profits from the perspectives of the individual and channel. We analyze two trade allowances, the promotion cost sharing and the cash discount, which are designed for coordinating the channel partner's behavior. This study provides a comparison model for each party to realize the preference of the coordinating mechanism in light of allowance ratios. Our findings show it is beneficial for both parties to have a coordinating mechanism when a promotion is conducted. © 2009 Elsevier B.V. All rights reserved.


Kung Y.-C.,Tatung University | Hsiao S.-H.,National Taipei University of Technology
Journal of Materials Chemistry | Year: 2011

Two new pyrenylamine-based polyimides were prepared from the polycondensation reaction of N,N-di(4-aminophenyl)-1-aminopyrene with pyromellitic dianhydride (PMDA) or 1,4,5,8-naphthalenetetracarboxylic dianhydride (NTDA). The polyimide derived from PMDA is soluble in hot N-methyl-2-pyrrolidone and can be solution-cast into a flexible and strong film. The polyimides showed high glass transition temperatures (Tg > 364 °C) and high thermal stability. Cyclic voltammetry studies revealed that these two polyimides were ambipolar; they showed well-defined and reversible redox couples during both p- and n-doping processes, together with multi-electrochromic behaviors. The polymer films also exhibited high coloration efficiency, high redox stability, and fast response time. © 2011 The Royal Society of Chemistry.

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