With the gradual decline in gross margin in OEM industry, the development of the brand has been seem as the key to improve revenue performance. Taiwan's industries mostly started from OEM industry, and facing increasingly fierce international competition in recent years, government and industry are also actively promoting the branding. This study takes Taiwan¡¦s notebook industry in 3C industry as the research object and study to explore the relationship between brand equity and purchase intentions and examine the factors that may affect the brand equity. This research uses consumer survey results of the statistical data analysis to explore what key elements should industry pay attention to when they are doing branding. The result shows that by enhancing brand equity, it will also enhance purchase intention. Better brand equity can be achieve by strengthen the brand image, brand trust and customer satisfaction. Moreover, the degree of loyalty will be affected by price and therefore it affects brand equity.

This study explores whether the third-person effect caused by the Pap smear advertisements appear & if they turn viewers into actions. The degree that the advertisements effect on third-person effect is focused, as a reference for the government when they¡¦d like to make more effective advertisements, instead of putting all the slogans & appeals together. The result shows: Advertising appeal¡]positive / negative¡^ & direct / indirect wording influences third/first-person effect ,while sexual attitude of audience doesn¡¦t. Because of the privacy of pap smear test, the research didn¡¦t find the relation between third/first person perception & behavior intention.

The banking industry has been gradually stepped out of the shadow of the financial crisis of year 2008. After the MOU (Memorandum of Understanding) and the ECFA (Economic Cooperation Framework Agreement) were executed, the banking industry of Taiwan will be facing competitions from not only domestic financial holding banks or foreign banks, but also banks from China. Thus, retaining talents has become the first priority to the banking industry. This research sets styles of leadership as the variable for the turnover intention in while further analyzing whether compensation satisfaction has intermediate effect to the aforesaid variable. 300 questionnaires were distributed and among which 224 effective questionnaires were collected for this research. After correlation analysis and regression analysis, the primary study results are: (1)Supervisors with transactional leadership style have positive and significant effect to satisfaction over compensation. (2)Supervisors with transitional leadership style have positive and significant effect to satisfaction over compensation. (3)Satisfaction over compensation has negative and significant effect to the tendency of resignation. (4)For the effect by the transactional leadership style to the tendency of resignation, satisfaction over compensation has complete mediation. (5)For the effect by the transitional leadership style to the tendency of resignation, satisfaction over compensation has intermediate effect.

Firms constantly try their best to build up added value for products or services in order to raise their profitability in the wave of the global economy in 21th century. Originally, brands are simply used to distinguish the sellers of products or services, but once brand contacts with consumers, the interaction between firms marketing strategy and consumers¡¦ response begins. Hence the unique brand attributes and differentiation are developed based on product and brand positioning. The uniqueness and differentiation of brand attributes can attract consumers¡¦ recognition of brand, and it will gradually accumulate to become consumer based brand equity. Smartphone product knowledge is widely open and only one click away from consumers on internet, thus product involvement is gradually getting high. Moreover, the market is flooded with similar products since fierce industrial competition environment. For this reason, consumers¡¦ complex decision-making process among the numerous varieties of products interests me. After relevant literature review, the influence on brand equity, product involvement, perceived risk on smartphone is chosen to be the subject, in order to understand consumers¡¦ perceptions of brand recognition of smartphone. The study employs questionnaires with anonymous and convenience sampling. Total distribution of questionnaires was 347pcs, 342 were received, after deduction of invalid 37pcs, the valid questionnaires reached a total of 305. The empirical study conclusions are: 1. Brand equity affects consumers¡¦ perceived level of product involvement. High brand equity will bring out consumers¡¦ attention and importance of product. 2. Brand equity has direct influence on purchase intention. The objectives of this study are easily influenced by the constructs-perceived quality, brand awareness and different attributes-of brand equity when the decision-making process occurs. 3. Perceived risk does not have mediating effects among brand equity, product involvement and purchase intention. Consumers have no expectation of risk or uncertainty that would cause any loss of smartphone purchase behavior. 4. Product involvement is the mediating variable of brand equity and purchase intention. Strong brand equity can effectively seduce consumers¡¦ needs and interests and go a step further to raise their purchase intention indirectly. Key words: brand equity, product involvement, perceived risk, purchase intention and smartphone.

This study aims at movie theaters in Kaohsiung to explore the relationship between marketing mix strategy and repurchase intention. single screen, miniplex, multiplex and megaplex. Our three targeted movie theaters are in the form of multiplex (holding 8 to 15 screens): Vieshow Cinemas in MegaA, Cinemark in Dream Mall and 3.Ambassdor Theatres in E-Da World. The audiences who have tickets to the three movie theaters are the researched samples. This study adopts structured questionnaires and qualitative method to analyze diverse variables. The formal questionnaire includes three sections: marketing mix strategy scale, repurchase intention scale and the consumer¡¦s basic profile. The questionnaires are made with reference to literatures and previous surveys in order to revise to conform to the purpose of the study. For the pilot study, the number of the questionnaires is 100 copies. Then, the number of the samples amounts to 1200 persons by means of convenience sampling. From survey participants, 1012 respondents were collected, and invalid ones were excluded, at the rate of recollection of 84.3%. Two hypotheses are proposed: 1¡GDifferent customers-one variable of population- has significant impact on marketing mix strategy. 2¡GMarketing mix strategy has significant impact on repurchase intention. The statistic tool SPSS17.0 are used for analysis of data and test of hypotheses covering multi analysis in terms of description, reliability, factor, T test, single-factor ANOVA, correlation and regression. The following are the findings: 1¡GDifferent consumers, the variable of population, significantly impact on marketing mix strategy. 2¡GMarketing mix strategy has significant impact on repurchase intention. Our suggestions are made as follows: 1¡GDesign specific network communication for youngsters and adults. 2¡GConvey more advertisement messages on popular networks and papers toward students and employees 3¡GStrengthen the diversity, accessibility and popularity with respect to the contents of network marketing. 4¡GImplement diversified marketing mix strategy for different customers. 5¡GExtend other dimensions (e.g., customer¡¦s satisfaction) for study. 6¡GStudy more movie theaters in different areas (such as Tainan, Taichung, New Taipei City and Taipei) or non-premier theaters by expanding our scales. 7¡GCollaborate and cooperate with the authority.

Nowadays, most consumers prefer products with originality, fashion and innovation, and seek for quality and design. In addition, by the effects of the popularized knowledge of media products, the increasing educational level, the change of social concepts and the frequent interaction between human-beings, the demand of multimedia merchandises is raising and the expenditure is also increasing. The purpose of this study is to discuss the impact factors of purchase behavior by impulse buying and the relationship between the background knowledge to products and the purchase intention in multimedia expos in Kaohsiung area. After deleting invalid questionnaires, 501 of 550 research objects who were the consumers in the multimedia expo in Kaohsiung were taken into this study. The results which were made by research tools such as impulse buying scale, impulse buying behavior factors scale, product knowledge scale and purchase intention scale through statistic methods including reliability test, item analysis, factor analysis, descriptive statistics, independent samples t test, One-way ANOVA, Pearson's product-moment correlation and level regressions are as follows. (1) Significant differences can be seen in the catalogues of gender, marital status, age, educational level, occupation, average monthly wagers upon impose buying and the impact factors of behavior in the Multi Media Expo.(2) Consumers of various age or occupation have different knowledge level regarding the products. (3) Significant differences of purchase intentions between consumers in various educational levels in the multimedia expo. (4) Positive significant impacts of purchase intentions impacted by impulse buying especially in some promotion ways of advertisement, shopping situation and payment terms. (5) Significant influences of the impact between the consumers¡¦ shopping intentions and product knowledge. (6) Significant impacts in impulse buying personality to impulse shopping behavior and purchasing intention with positive interference between impulse shopping personality and purchasing intention. Negative impact occurs on shopping situation and purchasing intention regarding to impulse buying personality. (7) Significant interference impact on knowledge of products and shopping intention regarding to impulse buying personality. To conclude, except explaining and discussing the applications of the research result, the following suggestions were also mentioned to the exhibitors. (1) Combine marketing policies and product advertisement to raise the marketing performance. (2) Arrange better endorsements to attract the crowds. (3) Flexibly utilize quantitative promotions and main commodities to create a purchasing rush. (4) Properly plan the expo venue and improve the service quality to create situational stimuli. (5) Exercise various paying methods to improve the shopping intention of young people. (6) Make the best use of the consumers¡¦ product knowledge to improve shopping intention. (7) Utilize the interference impact of impulse shopping personality to raise the consumers¡¦ shopping intention. Moreover, some advices for future research were also mentioned.

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Today's consumers are increasingly concerned about corporate social responsibility (CSR). However, most consumers still know little about the real CSR performance of firms. If consumers are aware of the real CSR performance of firms, will they buy more from good firms and less from bad firms? This study aims to answer this question. This study first used the focus group technique to find out what aspects of CSR consumers cared about. It then ran an experiment to explore how a firm's CSR performance might affect consumers' intent to buy its product. Forty university students joined 6 sections of focus group discussion, with 5 to 11 students in each section. A convenience sample of 200 university students took part in the experiment, and they were randomly divided into 4 groups with 50 students in each group. In the experiment, each participant read a description of a fictitious shoe manufacturer and its environmental and philanthropic performance. Both the environmental and philanthropic performance could be either good or bad, and the experiment was thus a 2 (environmental performance) by 2 (philanthropic performance) design. Results showed that when participants were made aware of the firm's environmental or philanthropic performance, they would be more intended to buy from the good firm than from the bad firm. However, participants' environmental and philanthropic concern was not related to such an effect of CSR performance. Implications of these findings for the government and businesses are discussed.

ABSTRACT The Relationship between Service Quality, Service Value, Customer Satisfaction, and Repurchase Intention- Example of Medical Cosmetology Clinic in Kaohsiung It is an essential task for managers of clinic to promote service quality, service value, patient satisfaction, and setup efficient marketing strategies to attract patients. From the view of repurchase intention, when patients have positive intention to purchase medical service, they will not only propagate for this clinic but also keep repurchasing medical services from that clinic. Therefore, it is important for clinics to keep patients¡¦ repurchase intention in mind to grasp their future. By sending questionnaires, this study surveyed patients of two medical cosmetology clinics in southern Taiwan randomly, with which the valid returned questionnaires are 314. The methodology of this study is structural equation model. By performing SEM, this study discusses the relationship between service quality, service value, customer satisfaction and repurchase intention. Besides, this study discusses the marketing programs to improve medical quality and upgrading patient satisfaction. This study suggests cosmetology medical clinic should endeavor in upgrading service quality, including reliability, assurance, and tangibility, responsibility and empathy. Thus would lead to the promoting of service value, satisfaction and repurchase intention. Therefore, repurchase intention leads to actual purchasing behavior. Finally, this study also does some managerial implications for managers of medical cosmetology clinics according to the analytic results.

The past research concerning pets mostly focused on the assistance rendered by pets. Due to the climate of lesser child and never-go marry, more and more people treat pets like their children indeed. What they care does not limit to practical purposes such as guard and accompany, but also the pet¡¦s needs. They are willing to offer their pets all sorts of foods, goods and services so that their pets are happy with. On the other hand, the video technology reaches its maturity and is widely applied to mobile communication, house monitoring, and kindergarten monitoring. In addition, such technology is accessed to pet hotels, pet parlors, pet sitters and pet clinics where the pet owners can surf on their 3G phones to watch their pets at any time. This study aims to explore the pet owners¡¦ recognition of perceived usefulness, perceived ease of use and use intention in terms of video technology. This study is based on the framework of TAM, using raising attitude as external variable whereas subjective norm as independent variable to willingness to use. The questionnaires were sent to the pet owners through random sampling in Taiwan. 481 copies were retrieved and conducted SPSS and AMOS analysis. The findings indicate that all hypotheses are validated except two hypotheses- one is the pet owners ¡¥s mental propensity toward their pets is not related to the perceived ease of use of video technology, the other is perceived ease of use is not related to use intention. Therefore, the results confirm that¡G1. The feelings of the pet owners for their pets incur positive impact on their recognition toward the perceived usefulness, perceived ease of use of video technology, 2. With subjective norm, the pet owners are more willing to use video technology. 3. If video technology facilitated easy caring for pets, the pet owners could easily recognize its perceived usefulness. 4. If the pet owners consider video technology perceived usefulness for keeping their pets, they have no intention to use such device to care about their pets. 5. For pet business sectors, it is imperative to make use of video technology in order to convince the pet owners of its conveniences which can be always appealing to the pet owners.