The research has investigated the celebrity effect¡¦s relationship between brand image, perceived quality, and purchase intention. Using the case of the world-renowned brand: Minute Maid, Coca-Cola, it has only been introduced to Taiwan for two years, yet it made a huge success. It has faced the issue of changing spokesperson recently. The research uses ¡§Judgmental sampling¡¨ to get the samples and data that we need. We use factor analysis and reliability analysis to check our questionnaire, and then the data was analyzed mainly on Pearson correlation analysis and regression to check out whether the factors are effective. The results showed: 1. Consumers would think that the better the product¡¦s celebrity effect is, the better the product¡¦s perceived quality and brand image is. 2. Consumers would think that the higher the perceived quality and brand image is, the higher their purchase intention would be. 3. Overall, the celebrity effect would affect consumer¡¦s purchase intention. Companies which try to use these kinds of marketing strategy should really be aware of it.

Abstract The video game consoles was accompanied with players for decades, from the video game consoles of the first generation that have simple screen and hardware, to the video game consoles of the seventh generation that have exquisite screen, online functions, and excellent hardware, players have deep impressions on these video game consoles of every generation. In the market of new generation video game consoles, Wii was favored with consumers after Nintendo began to sale it, because we could use the motion controller to control the games. However, the gap of the quantities of new generation video game consoles was narrowed by the SONY and Microsoft after they started to offer motion controllers, the Playstation Move for PS3 and Kinect for XBOX 360. Therefore, understandingthe factors that affect the intention of X and Y generation consumers, the main consuming group of video game consoles, to purchase new generation video game consoles is the important thing for corporations. We add perceived playfulness and portraits of the new generation into Technology Acceptance Model (TAM) and modify TAM to discuss the factors to affect the intention of X and Y generation consumers to purchase new generation video consoles. The total research effective tests are 202 copies. The conclusions of this study are presented as follows: 1. X generation consumers pay more attention to perceive usefulness, and Y generation consumers pay more attention to perceived playfulness. 2. Variables that affect X and Y generation consumers most are perceived usefulness, perceived playfulness, portraits of video game consoles and intention of use. 3. TAM is confirmed that it¡¦s suitable for the study on video game consoles.

How to build customer loyalty and retain customers are important issues for most businesses. Personalized services have been used as a strategy for such purposes. The advancement of information technology has enabled a business to keep track of customer preferences and provide personalized services accordingly. Several theories have been proposed to explain the effect of positive customer attitude toward personalized services, such as reducing information overload and the Elaboration Likelihood Model. This study is focus on the perspective of intimate relationship with customers through personalized services, and proposes that the intimacy relationship induced from personalized advertising plays a major role in building customer loyalty. An experiment was designed to test our hypotheses. An experimental website was developed to interact with the subjects for building relationship. Experimental advertisement was then sent to the subject for evaluation. The experiment results in 355 completed data, which were then analyzed using the SPSS and SmartPLS. The results reveal that (1)personalized content has a significant effect intimacy;(2) Personalized message doesn¡¦t influence intimacy;(3)customer intimacy has effects on the attitude toward advertising and customer¡¦s purchasing intention. We also find that the relationship between customer intimacy and the recommendation effect was not significantly different for different product categories.

Social network site (SNS) has been very popular with global Internet users since 2008, the amount of social network users grew very much. Based on some reasons, users enjoyed using social network site. However, whether the current users or new users will continue to use social network site or not is an issue today. To assure social network site¡¦s company could develop and run well in the future, we must realize the factors that can increase and retain the user to use. This study based on expectation confirmation theory (ECT) and through literature review to explore the factors that can influence the user¡¦s satisfaction. Successfully, we integrated perceived utilitarian benefit and perceived hedonic benefit into original ECT model. In this study, an empirical survey methodology with eight hypotheses was applied to verify this model. Covariance-based structural equation model (SEM) was used to analyze data and evaluate the model. The results pointed out that past ECT model with only one aspect can be extended from utilitarian and hedonic dimensions. It indicated that confirmation of utilitarian benefit, perceived utilitarian and hedonic benefits have significant influence on user¡¦s satisfaction. Lastly, user¡¦s satisfaction will positively influence the continuance intention. In sum, this study integrated utilitarian and hedonic dimensions into original ECT model, and proposed a more comprehensive framework to explain the continuance usage of social network site. This study also provided a reference model for future continuance intention research and some suggestions for social network site practitioners.

The nursing staffs play an extraordinary important role of looking after the patients in the medical service. However, short of nursing staffs in the last couple of years in Taiwan, is a very serious problem, which leads both of the medical service environment and the clinical nursing into a difficult position. The outflow of nursing personnel is an international issue. Therefore, how to keep their nursing staff is the primary job for each hospital. If we can know the factors of the fluctuation before layoff, we can improve and change them to reduce, or even prevent the layoff. The main purpose of this study is to find the decisive factors of the nursing staffs turnover intention , why they want to quit their job. This research picks the questionnaire survey. And the survey object is the non-manager nursing staffs in a medical center in Kaohsiung city. To reduce the influences of the common method variation (CMV), we collect the samples with the method of two-wave bands. We have selected 545 persons altogether to fill the questionnaire, and 358 persons have completed effectively the two questionnaires. The final effective returns-ration is 65,7%. We have analyzed the returned questionnaires by the SPSS17 edition of statistics software, and have confirmed the supposition by the mean value, the standard deviation, the t-test, the one-way ANOVA, the Pierson correlation analysis and the hierarchical regression analysis. In view of the influence factors of the turnover intention for the nursing staffs: self-efficacy, organizational commitment, job stress, job satisfaction and burnout ...ect. We have confirmed the results by the statistical analysis as follows: 1. Self-efficacy natively affects on turnover intention. 2. There is relationship between organization commitment and turnover intention (Affective commitment and continuance commitment natively affects on turnover intention¡FNormative commitment positively affects on turnover intention). 3. There is relationship between job stress and turnover intention (Job demand positively affects on turnover intention). 4. Job satisfaction natively affects on turnover intention. 5. There is relationship between burnout and turnover intention (Emotional exhaustion positively affects on turnover intention). 6. There is remarkable difference between the nursing staffs¡¦ age and turnover intention. There is remarkable difference between the nursing staffs¡¦ work change and turnover intention. 7. The organization commitment is the determinants of the nursing staffs¡¦ turnover intention. 8. Self-efficacy, organization commitment, job stress, job satisfaction and burnout are related to one another.

Since the advent of the Internet, online shopping has grown substantially across the globe. Understanding how to increase customers¡¦ loyalty through lifting up the level of satisfaction has been emphasized by both researchers and practitioners. Through integrating expectation-confirmation theory and IS success, this study attempts to examine how consumers¡¦ expectation, perception and confirmation and satisfaction on information quality, system quality, and service quality affects their continuance intention toward online shopping. Different from prior research focusing on overall satisfaction and continuance intention, this study proposed an extended model to examine consumers¡¦ satisfaction and continuance intention. The model and relationship were tested and validated by using data collected from 368 full- and part-time students in four universities in Taiwan. The results showed that confirmation and satisfaction are strongly affected by perceived quality but not expectation. However, the impact of satisfaction on continuance intention is not as strong as expected. The implication for research and practice are also discussed.

The study applied for a social network analysis tool and HLM method to analysis cross level dataset which will specify an integrated ¡¥meso¡¦ framework of linking diversified relationships and employees¡¦ attitudes and behavior within the work group settings. The effective sample size of this study collected by whole completed survey involved 317 employees within 26 different workgroups representing diversified industries in Taiwan. This study provided evidence that density of informal development network (informal network, advice network, and mentoring network) are related to both employees¡¦ intention to stay and individual job performance. As hypothesized, both In-degree centrality of advice network was positively related to individual job performance. Perceived career success was positively related to in-degree centrality of advice network. In-degree centrality of friendship network was negatively related to intention to stay. Furthermore, Density of mentoring network will be positively related to intention to stay and individual job performance. Density of advice network was related negatively to individual job performance and density of friendship was related positively to individual job performance. The effect of in-degree centrality of advice network on individual job performance will be partially mediated by mediating variable - perceived career success as well as the effect of in-degree centrality of friendship network will be partially mediated by mediating variable - perceived career success.

Based on the 2011 annual report of the United States Renal Data Library System (the USRDS), the prevalence and incidence of dialysis patient in Taiwan were the first and second in the world and the population of dialysis patient has exceeded six million (65883). Where can provide dialysis medical services called the hemodialysis center. According to the setting standards of medical institutions,provisions of the Department of Health, hemodialysis center can be set by the hospitals under the division of of Nephrology (Medical Center, regional teaching hospital, district hospital) and also set by the specialised clinics, hemodialysis centers will attached to the hospital or the clinic. Taiwan have 571 hemodialysis centers where can provide dialysis medical services , separated to 262 hospitals and 309 clinics. We want to study the difference of quality of health care services provided by these two center categories ? Is it different from their patient satisfaction and patient behavioral intention ? Whether their own merits, can each play? This study is based by the 5Qs the model proposed by Zineldin (2006) upon the hemodialysis patients, we have chosen four quality dimensions including the quality of object, quality of process, quality of communication and the quality of atmosphere to see which quality of health care services will affect their satisfaction and behavioral intentions, and look forward to the results of a study on the different category of hemodialysis centers in the future to improve the quality ofhealth care services, strengthening the competitiveness and sustainable management, to provide effective strategic direction.The study included patients from the three hemodialysis centers, each centers have received 100 questionnaires (one is regional teaching hospital, one is district hospitals and the rest is nephrologist clinics ). Effective returned questionnaires is 240 and the rate is 80%. In this study, the quality of healthcare services is based on four quality dimensions as the unit of analysis, the patient`s satisfaction, patient`s behavior intension. The results of this study are summarized as follows: 1. Quality of healthcare services " quality of object " and " quality of process ", "quality of atmosphere " has a positive significant impact on patient`s satisfaction, particularly in the " quality of process ",but " quality of interaction " has no significant relationship. The quality of healthcare services, " quality of process " has a positive significant impact on patient behavior intentions, but the " quality of object " ," quality of process " and " quality of interaction " have no significant relationship. 3 Patient`s satisfaction has positive and significant impact to behavioral intentions each other. 4.Different category of hemodialysis centers all have significant correlation for the " quality of object ", " quality of process ", " quality of interaction ", "quality of atmosphere ", patient`s satisfaction and patient`s behavior intention".

Recently, more business reduced marketing expenses for responding the changes of macro-economic environment. The business strategy turned traditional marketing into internet marketing. More business used internet marketing to compete with others. Because internet industry grown speedily that ¡§Otaku Economy ¡§changed consumer behavior on shopping. In addition, these economy models become more strong shopping power. Consumers change their shopping patterns that it carries more opportunities and economy effects when the environment is in a slump. The research has four purposes as follows: First, to discuss e-commerce bring the effectiveness of brand essentially. Second, to explore affected on purchase decision-making whether internal or external factors when consumers use e-commerce process. However, people perceive differently for online shopping on decision model. People have difference effects on perceived price, perceived quality, perceived value and purchase intention in their mind. In addition, we want to discuss that consumer¡¦s brand loyalty when people face more choice on online shopping websites. Finally, we observed effectiveness on brand A and the gap between business and consumer in business side. The model was tested using SPSS 17.0 Variate Statistical Analysis and Case Study. The sample size of this survey includes 360 respondents, 335 were identified as usable. PayEasy were selected for the study. The findings are as follows: 1. We demonstrated the price-perceived value concept model that found consumers considered the more quality on products/ website the more overall value in their mind. The result created more purchase probability. 2. Two group are 15-18 year-old students and office workers bought cosmetic products online frequently because without time and space limit. More and more female consumers interest in online shopping. 3. In fact, people have lower brand loyalty on online shopping due to they have more choices. Product substitution and cheaper price could affect consumer decision-making behavior. 4. PayEasy has more unique competitiveness on information flow, product flow, cash flow, logistics and CRM. The key contribution of the research is that we reflect opinions of people and perspectives gap on e-commerce in consumer and business side. Further, we understand factors of decision-making process in consumer¡¦s mind that will help to enhance relationship between business and consumers on e-commerce. And helping business create more new innovate model to increase brand effectiveness.

The purpose of this study was to investigate the effect of transformational and transactional leaderships on Y generation ¡]Was born between 1977 to 1995¡^ employee to turnover intention, and also use the perceived supervisory support as the mediator¡Borganizational identification as the moderator. This research targeted samples were the Y generation employee from domestic companies. Total of 243 questionnaires were issued¡Aand 205 valid samples were returned with responding rate at 84.36%. Statistical analysis¡Asuch as Reliability¡BDescriptive Statistical¡BIndependent t-Test¡BOne-way ANOVA¡BCorrelation and regression, is conducted with SPSS 12.0 software. The results could be summarized as follows¡R 1. Transformational leadership show significant negative effects on Y generation employee to Turnover intention. 2. Transactional leadership show significant negative effects on Y generation employee to Turnover intention. 3. Perceived supervisory support show significant negative effects on Y generation employee to Turnover intention. 4. On Y generation employee to perceived supervisory support has the mediated effect between transformational leadership and turnover intention. 5. On Y generation employee to perceived supervisory support has the full mediated effect between transactional leadership and turnover intention.