This paper aims to identify consumer preference for tea drinking products in Taiwan by applying conjoint analysis and investigate whether health claims as attributes would influence consumer’s choice behavior. From 1 July to 31 August 2005, 620 consumers of tea drinking products participated...

Online gaming has become prevalent with the rise of the internet availability, where the gaming industry is experiencing a shift in business model in the last decade. The new model of microtransaction is to make players pay for extra content and advantages to compete against other players. In...