The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan's F&B Industry During COVID-19 Pandemic.

The spread of COVID-19 pandemic has inflicted severe blows on the global hospitality industry. In Taiwan, revenue from the food and beverage (F&B) department has decreased by more than 90%. This study aims to understand whether celebrity chefs can effectively help and enhance their corporates' business performance under COVID-19's severe impacts via leveraging their personal brand value, explores the influence of a celebrity chef on customer repurchase behavior during the epidemic and examines whether such a chef has a mediation effect on the relationship between corporate brand and customer satisfaction. The primary data were collected from the respondents through online questionnaire in Taiwan to get 245 respondents as a sample size of the research from Nov. 10 to Nov. 25 in 2021, and through validity and reliability analysis that processed by statistical software using factor analysis and structural equation modeling to see if celebrity chefs' personality branding could influence customer repurchase behavior, and also examine the relationship between corporate brand and celebrity chef. The findings show that corporate brand enhances both a celebrity chef's personal brand and customer satisfaction, and that a celebrity chef has a positive effect on both customer satisfaction and loyalty, which can partially mediate the effect of corporate brand; furthermore, a celebrity chef has a positive effect on customer repurchase behavior. In Taiwan relative studies into aspects of a celebrity chef's effect on consumer behavior are limited, and so this research offers new insights into the celebrity chef phenomenon there as well as elsewhere.

Digitalization and Tele-Health Care Concept of Complementary of Traditional Medical practices by Using BIOCERAMIC Technique

Objective: Tele-health care service of alternative practice for chronic pain disease is worthwhile of developing, especially in the period of COVID- 19 pandemic. Targeting on myofascial trigger points, this study was performed to assess the possible short-term pain relief and functional improvement in patients by applying the device of BIOCERAMIC material enhanced by frequencies of tempo sound and visible light spectrum (BioS & L). Methods: Fourteen patients who participated in the procedure for the selection of trigger points for the BioS &L treatment, assessment of pain levels using a visual analog scale (VAS) analysis, and detection of abnormal resonance of 12 harmonic frequencies using a quantum resonance spectrometer (QRS). Results: Comparing the pre- and post-treatment of BioS &L on pain score of 12 HFs (V1-V12) as measured by VAS estimated by mixed model showed 91.7% (11/12) improvement with statistically significant results. The distribution of differences in the QRS score estimated by the mixed model among participants with pre-test QRS level ≥ 2 showed 83.3% (15/16) of HFs with statistically significant results. Conclusion: Treatment of BioS &L at trigger points providing pain relief is explained by the hypothesis of microvascular physiology and physics of wave propagation. This study provides a workshop with a concept of digitalization of complementarity and traditional medical service and tele-health care, which fulfills distant data connection and remote practice. In the period of epidemic spread, it helps to decrease close contact on both health care providers and patients.