This is a brand and innovation dominated era; a clear and strong brand makes a company easily identified by consumers in an intensively competitive market, and innovation leads a company to a high value blue ocean. Notebook is one kind of global products of which different stages of a value cahin are dispersed to those locations around the globe where value added is maximized or where costs of value creation are minimized. Since notebooks of different brands have similar global products attributes, brands are what make those notebooks differentiated from competitors; thus, the band origin effect may be a factor that influences a consumer¡¦s purchasing dicision. The research takes notebook as an empirical study object to discuss the interrelationship among product innovation, brand country-of-origin effect, brand equity and purchase intention. The research finds that product innovation and brand country-of-origin effect are significantly related, and there is significant difference of product innovation based on differenct brand country-of-origin. Besides, brand country-of-origin has significantly positive effect on brand equity and purchase intention. Though product innovation, however, doesn¡¦t have significantly direct effect on purchase intention, it has significantly direct effect on brand equity, and it has indirect effect on purchase intention if mediated by brand equity. Moreover, there are significantly differences on product innovation and brand equity based on different notebook brands. Also, brand equity has significantly direct effect on purchase intention.

In recent years, many sexually attractive PR females can be seen at every exhibition. They are top models, stars, adult video actresses, poster girls, show girls, etc. A lot of literatures have mentioned that females are frequently objectified and commercialized in order to satisfy the desire of males in a patriarchal and capitalistic society. Due to the changing trends, saleswomen reveal different appearances in various frameworks of exhibition. Sexually attractive females have become the key persons in the exhibition; their mission is not only to soften the atmosphere permeated by cold hard products, but also to attract visitors, engage in customer relations, and achieve the expected turnover. The study subjects were visitors at the 2007 Kaohsiung Computer Multimedia and Audio Exhibition. By answering the questionnaires their ¡§visiting purpose¡¨ and ¡§purchase intention¡¨ as well as the ¡§demographic statistic variables¡¨ were all investigated. All data were analyzed via: descriptive statistics, reliability factors, correlation and single-factor variation (one way ANOVA). The correlation and study assumptions can therefore be verified. The research results showed that there is a correlation among ¡§visiting purpose¡¨, ¡§purchase intention¡¨ and ¡§demographic statistic variables.¡¨ It proved that the sexually attractive females did not necessarily attract consumers with pure intentions to purchase their desired products, but they did attract consumers who love to ogle scantily clad females or who just want to spend their free time at the exhibition. The demographic statistic variables presented that those sexually attractive females did attract many students under the age of 25, and they were willing to change their purchase intention. Companies can refer to this research in planning their sales strategies and determine special promotions where sexually attractive PR females can be used to help hawk their products, so that the best benefits can be achieved. Keywords: exhibition, feminism, sexually attractive females, visiting purpose, purchase intention

¡@¡@The main purpose of this research is to understand what factors will affect the engineer work attitude. I focus on the issue of engineer¡¦s organizational commitment, job satisfaction, and turnover intention with pay satisfaction and pay equity. Through this research we can know below results: I. Engineer¡¦s pay satisfaction affects his work attitude. 1. There is a significant positive relation between the benefit of pay satisfaction and the continual organizational commitment. 2. There is a significant positive relation at the pay structure and administration and the benefit and job satisfaction. 3. There is a significant negative relation at the pay structure and administration and the benefit and turnover intention. II. Engineer¡¦s pay equity affects his work attitude. 1. There is a significant positive relation between the communication of pay procedure equity and the organizational commitment. 2. There is a significant positive relation at the external and internal distributive equity and job satisfaction. 3. There is a significant negative relation at the external and individual distributive equity and turnover intention.

Among former researches regarding the consumer¡¦s post-reactions facing a ¡§Service-failure¡¨ scenario, most scholars treated the situation of ¡§Service-failure¡¨ as a whole affair, but had never tried to discuss its separate effect possibly caused by service ¡§outcome¡¨ or service ¡§process¡¨ and the potential correlation due to different combinations of this two ¡§Service-failure¡¨ types (output failure /process failure). According to ¡§A two-component model of justice¡¨ view in Organizational-Behavior domain, we can obtain the following conclusion that the influence caused by service ¡§outcome¡¨ entirely differs from which caused by service ¡§process¡¨, while the employee faces the unfair affairs of salary-treatment. Distributive-injustice is the trigger that the employee takes the action. Only when facing the condition of output failure, employees will take actions. Is service ¡§process¡¨ fair or not will determine that people adopt positive or negative action. Consequently, this research plans to apply ¡§A two-component model of justice¡¨ view to explain the possible reactions or behaviors while consumers face different ¡§Service-failure¡¨ combinations. In addition, the study also joins the factor called ¡§Coping-potential¡¨ as moderator to discuss whether the store owner can retard the negative effect caused by ¡§Service-failure¡¨ through offering consumers more convenient ways or methods to express opinions. This research adopts a scenario experimental method, taking university students and graduate students as the convenient sample, with regard to the sample the important and familiar hotel-ordering services as the study industry, designs a virtual scenario of Service-failure by manipulating three independent variables (service outcome¡Gpositive disconfirmation /match the consumer¡¦s expectation /negative disconfirmation¡Fservice process¡Gsuccess /failure¡FCoping-potential¡Ghigh /low). The study asks the experimental subject to fill after reading the description of a virtual scenario to answer the items including ¡§distributive-justice¡¨, ¡§procedural-justice¡¨, ¡§emotions¡¨ and ¡§Behavior-intention¡¨. And then we apply statistics-analysis to compare with the difference of the consumer¡¦s possible reactions when he faces variety of ¡§Service-failure¡¨ combinations. The results discovered: consumers will aim at the performances of service ¡§outcome¡¨ and service ¡§process¡¨ to carry on the judgments of distributive-justice and procedural-justice respectively when facing a ¡§Service-failure¡¨ scenario. Two dimensions of ¡§Perceived-justice¡¨ indeed play the different roles of determining the consumer¡¦s behavior. Distributive-injustice is not the trigger that the consumer takes the action. No matter how its result accords with ¡§distributive-justice¡¨, people all do something. Yet ¡§procedural-justice¡¨ truly is the main factor, which is decided that people adopt what kinds of actions (positive /negative). Under assigning the unfair result with fair procedure (output failure), the consumer will take positive reactions (e.g. offering the suggestions). On the other hand, unfair procedure will strengthen the negative responses (e.g. complaining toward the store). Under assigning the unfair situation with unfair procedure (output failure plus process failure), ¡§Coping-potential¡¨ will regulate the relation between ¡§Procedural-justice¡¨ and ¡§Behavior-intention".

Due to the growth of the national income and the increases of the medical knowledge of the general population, personal health was much more valued. The medical service market has reached an era of overall competition. One of the most important strategies for improving competitiveness is providing a better service quality. It relies on the realization of the medical demands of the patients. This study examined the major factors affecting patients¡¦ perception of cumulative satisfaction for rehabilitation services. The results show that patients usually get rehabilitation services from local hospitals and clinics. In addition, quality of interaction and quality of processes have significantly positive effect on both patients¡¦ satisfaction and loyalty. Quality infrastructure has significantly negative effect on patients¡¦ loyalty. Quality of object does not affect patients¡¦ satisfaction and behavior intention. The result can be used by the hospitals to reengineer and redesign creatively their quality management processes and the future direction of their more effective health-care quality strategies. Keywords: Service quality, Patient satisfaction, Patient behavior intention, Rehabilitation services

The latest data reveals, in 2008, the total market value of tea beverage in Taiwan exceeded 20 billion NT dollars. Because the tea beverage market is extremely large, there are dozens of brands in the market. When a customer wants to choose a product from kinds of choices, what factors does he/she consider? According to former research, we know that the factors include price, brand, package design, sales promotion and advertisement. However, we still didn¡¦t know how they affect consumers buying tea beverage. Consequently, this study researched that if both package design and brand image have notable influences on consumers¡¦ purchase intention for packaged tea by regression analysis. The major results for the research are as follows: 1.Approximate 90% of respondents usually buy packaged tea in convenient stores. Half of them indicate that their motivations of buying packaged tea are thirst-quenching. More than half of respondents buy Uni-president most frequently, and then is Vitalon. 2.This study uses two tea brands as subjects to test the hypothesis repeatedly. The results revealed that package design have notable influence on purchase intention. So, manufacturers should change the package design irregularly and try to analyze the merits and drawbacks to improve the package. 3.The results also revealed that brand image have notable influence on purchase intention. It represents that brand image play a significant role in a consumer¡¦s purchasing process. Manufacturers should pass through the basic threshold, or their products would not be acceptant by consumers.

The main subject of this study is about Taiwanese girls and ladies clothing brand called Scottish House, and to discuss the consumer whether or not be influenced by extrinsic cues such as image of the country of origin, brand image and prices when purchasing clothing, thereby affecting the perceived quality and purchase intention. The main conclusions of the study are as follows: 1. Image of COO and COD will indeed have a positive impact on perceived quality, indicating that female consumers of Scottish House think the image of COO and COD make them feel that the clothing has high quality. And the impact of image of COD on perceived quality is more than image of COO. 2. Brand image will also have a positive impact on perceived quality and the influence of brand image of the Scottish House on perceived quality is the strongest over image of COO and COD. 3. Perceived price will have a positive impact on perceived quality, and the female customer regards Scottish House as high price. However, the influence of perceived price on perceived quality is far lower than the image of COO and COD. 4. Perceived quality will have a positive impact on purchase intention, customers thinks Scottish House has high quality and thus increase their willingness to buy. The conclusions above are significant to the management in the following aspects. 1. COD is relatively important. 2. Brand image is a key extrinsic cue for judging product quality. 3. Price has a limitation to explain product quality. 4. High product quality leads to high purchase intention.

Word of mouth has been playing an essential role while consumers make their purchase decision since ever, and its diffusion is becoming much faster via the internet nowadays. Surfing the internet gathering information before making the purchase, the so-called ¡uWisdom of Crowds¡vshopping pattern is taking its shape and possibly going to become the main trend in the future. Thus, electronic word of mouth does play an important part during the process of consumers¡¦ decision making, and more and more consumers start to ponder what to believe on the internet. As a result, trust is becoming the key factor if the consumers can take electronic word of mouth into their consideration or not. This research discusses how message sideness appeal and emotion in electronic word of mouth affect consumers¡¦ trust under a positively framed message and a negative framed message. This research adopts experimental method, distributes questionnaire and analyze the data with SPSS12.0. The results present message sideness appeal and emotion have impacts on consumers¡¦ trust. Two-sided appeal can cause higher consumers¡¦ trust than one-sided appeal whether under a positively framed message or a negative framed message. Emotion also plays an important part between message sideness and consumers¡¦ trust during the process of diffusion of electronic word of mouth. The results can not only help the word-of-mouth senders to develop an appropriate writing pattern to make electronic word of mouth more credible and effective, but also provide the business a brand-new point of view and some practical suggestions to develop a new marketing strategy.

Enterprise 2.0 has become popular in firms. Many Enterprise 2.0 researchers and practitioners have recognized the importance of benefits and costs in using Enterprise 2.0 by individuals. However, their effects on adoption intention in enterprise contexts are not discussed. To investigate this issue, we proposed a model to understand the intention to adopt Enterprise 2.0. Three factors are identified based on value-based adoption model (VAM), namely perceived benefits, perceived costs, and perceived value. An empirical survey was conducted to collect data. 500 samples were collected within 18 days. Of which 150 was valid. This yielded a response rate of 30%. Partial Least Squares (PLS) was used to analyze the data and verify the model. The result showed that perceived value not only played an important role in mediating the relationship between perceived benefits and costs, and adoption intention but it also exerted a significant effect on intention to adopt Enterprise 2.0. Moreover, we identified major factors that may affect perceived value. We find that both perceived benefits and perceived costs have significant impacts on perceived value, and cause intention to adopt Enterprise 2.0. Implications of such finding are discussed.

At present the county and city governments universally establish the fixed speed traps on the roads for clamping down on speeding and running a red light based on the reason of the traffic safety. It causes the populace to violate the traffic regulations incidentally and have the bad impression on the county and city governments who seem to enrich their local budget through setting traps. Essentially do speed trap devices have absolute relationship with the improvements in traffic condition and safety? It still needs verification and study. The governments raise the fine quite subjectively to curb speeding; however, now the domestic lacked research and discussion on the standard reliability of the speed traps. In addition, few people have the recognition of risks and terror appeal messages, such as fine or possible traffic accidents that might happen to the speeding populace. Therefore, we have to research into the aspects of changing the driving behaviors. The study range and the questionnaire design mainly define if the establishment of speed traps in fongsan city Kaohsiung County is a terror appeal to the drivers through risk communication and cognition. To survey the intention of obeying the laws and obtain the data, we implement the questionnaire survey on the common populace. It takes the risk communication and cognition as independent variable and the intention of obeying the laws as dependent variable. Through its deduction and the empirical study, it proves that the establishment and law enforcement of speed traps have the reinforcement and altruism on the law-abiding perception and the constraint to the populace. They will behave appropriately according to the information and the establishments; the governments will also make the most proper laws, regulations and the policies according to the data; finally this will help the individuals, the organizations or the society to make the choices tending to luck and avoiding disasters.