The rapid increase of available products and information on the Internet has created new problems for consumers. In stead of not having adequate alternatives, consumers have to spend a lot of effort in filtering and processing information. Overcoming information overload becomes a key issue for information search. As a result, information filtering and product recommendation become increasingly popular among on-line stores. These e-stores can collect user preference and use the information for product recommendation and personalized services. The purpose of recommendation systems is to increase consumers¡¦ purchase intentions, which may be affected by many factors. The objective of this study is to investigate factors that may affect the purchase intention of consumers. More specifically, the research adopts two theories, the elaboration likelihood model and the social influence theory, to build a research framework. We assume that the recommendation message affect consumer attitudes and intention through information and social influences. A laboratory experiment was conducted that use books and movies as two products to test the theory. The results indicate that purchase intention was affected by the attitude toward the recommended product and informational influence. The attitude toward the recommended product, informational influence, and normative social influence were affected by the type of the products and web comments on the product. Different recommendation approaches also affected consumers¡¦ perception of informational influence. The contribution of the research is two folds. First, we develop a theory that can be used to interpret the effect of different factors in the recommendation process. Second, the results have explored much insight into how product recommendation affects consumer attitude and purchase intention and can also be used in designing recommendation systems.

I try to point out the relationship among job interest, leadership, job satisfaction and turnover intention in public relations industry. Because of long working hours, heavy strain and the unbalanced repay, turnover rate is unusually high. However, in this situation, there are still someone willing to work in public relations industry. What are the reasons urge them to stay? What are the key factors effect their job satisfaction? The research exploits questionnaire to reach the target objects and adapts cronbach¡¦s £\ , Independent-Sample T Test , One-Way anova , Pearson correlation and linear structure relation to analyze the collecting data. Through real case investigation, there are some results in this research. 1.The LMX is higher , the job satisfaction of member is higher. 2.The job characterstics of member is better , the work motivation is higher. 3.The work motivation is higher , the job satisfaction is higher. 4.The job satisfaction is higher , the turnover intention is lower. Considering the research , we believe that the employees , willing to put himself to work in public relations industry , have high achievement motivation . It drives them flinging themselves into this industry and ignoring the unbalanced repay , just because of the fancy to the job. However , motivation needs to be encouraged and satisfied, employee with high achievement motivation don¡¦t certainly have high performance or job satisfaction. Each member judge whether his job is interesting on his own mind, and his judgement affects his performance and job satisfaction. The job characteristic judged by people encouraged his job motivation, and then affects his job satisfaction positively. By the way, the member with high LMX gets more concern and support , it raise his job satisfaction again.

A Study of Relationships among Cognition of User Enterprises, Cognition of Dispatched Enterprises, Personality traits, Job satisfaction and Turnover Intentions of Taiwanese Dispatched workers Abstract Recently, the number of dispatched workers has been increasing rapidly in Taiwan. Yet little is known of behavior and job attitudes of these workers. Enterprises use dispatched workers due to flexibility concerns or urgent workforce demands. Finding a suitable and stable dispatched worker proves to be a challenge to enterprises. Now, enterprise social accountability is an important subject. Besides the great profit, enterprises should concern job satisfaction and cognition of enterprises to dispatched workers . This study focuses on Taiwanese dispatched workers and aims to examine the relationships among ¡§cognition of dispatched enterprises¡¨, ¡§cognition of user enterprises¡¨ , ¡§personality trait¡¨,¡¨ job satisfaction¡¨ and ¡§turnover intention¡¨. After interviewing 5 dispatched workers and surveying 152 dispatched workers with questionnaires, the findings are as follows: 1. Female dispatched workers reveal agreeableness better than male. 2. Dispatched workers who are 29 or younger have higher score in Neuroticism; dispatched workers who are older than 29 have higher score in agreeableness and conscientiousness. 3. Dispatched workers who have graduated from high school show significantly higher score in ¡§cognition of dispatched workers toward dispatched enterprises¡¨ than those in university . 4. The contract period of the dispatched workers within 3 months show significantly higher score than those above 2 years. 5. Voluntary dispatched workers have better ¡§cognition of dispatched enterprises¡¨, higher ¡§job satisfaction¡¨ and lower ¡§ turnover intentions¡¨. 6. Dispatched workers belong to local dispatched enterprises have higher score in Conscientiousness. 7. Dispatched workers¡¦ ¡§job satisfaction¡¨ has an intermediate effect or an interactive effect between ¡§cognition of dispatched enterprises¡¨ and ¡§turnover intentions¡¨. 8. Dispatched workers¡¦ ¡§job satisfaction¡¨ has an intermediate effect or an interactive effect between ¡§cognition of user enterprises¡¨ and ¡§turnover intentions¡¨. 9. Agreeableness is positively correlated to ¡§job satisfaction¡¨. 10. Dispatched workers¡¦ ¡§job satisfaction¡¨ has no intermediate effect or interactive effect between ¡§personality traits¡¨ and ¡§turnover intentions¡¨. Key words: dispatched worker, cognition, personality trait, job satisfaction, turnover intention

The condition of the high-tech industry changes rapidly and the competition of the globe becomes sharp, we truly believe that the R&D professionals¡¦ innovation and technology will be the key factor of the business¡¦ expansion. To understand the R&D professionals¡¦ characteristic and requirement and to provide enough attraction to attract and retain them is the important topic in HRM. This study focuses on the relationship with motivation, job satisfaction, family support, intention to stay and professional commitment. The survey adopted questionnaire as investigating method, and a total of 480 questionnaires are delivered to the high-tech R&D professionals. 304 of them are valid, so the response rate is 63.3%. The survey responses were analyzed by the Spss statistical software. The findings are summarized as follows: 1.The motivation factor that the R&D professionals respect most is enjoyment, and they care less about the compensation. Generally speaking they are satisfied with their job, intrinsic satisfaction especially. In the all factors of the motivation, challenge, enjoyment, and outward positive correlated with job satisfaction. All of them can improve the job satisfaction, but compensation negative with the job satisfaction. 2.A significant positive correlation was identified between job satisfaction and intention to stay. 3.A significant positive correlation was identified between job satisfaction and professional commitment. 4.Job satisfaction was found to have full mediating effect between motivation factor and intention to stay. 5.Job satisfaction was found to have partial mediating effect between motivation factor and professional commitment. 6.Family support was found to have significant moderating effect between job satisfaction and intention to stay. In the moderating effect, family support in higher-grades groups influenced intention to stay more significantly than lower-grades groups. 7.Family support was found to have no moderating effect between job satisfaction and professional commitment.

In the past studies showed that if employees in the organization perform their organizational citizenship behavior (OCB), the service quality and consumer satisfaction will promote. Additionally, OCB is helpful for team interaction and promoting team efficiency. It is because employees will cooperate, help each other or work hard to maintain or push others¡¦ welfare and benefit in their organization. However, there are few studies about how OCB is affected by different employment status in public section, and there is little discussion about moderating variables that affect OCB and employment status. In the organization, employees are the most important assets, but are the most difficult factor to control. This study is aimed at analyzing in the Control Yuan how employees with different employment status will affect their willingness to perform OCB. Besides, the study tries to find if ¡§working reason¡¨ and ¡§turnover intention¡¨ of contracted employees will affect the performance of their OCB. The major findings of this study are as following: (1) Relative to formal employees, contracted employees are less faithful than formal employees. Additionally, the contracted employees with turnover intention are less en-teamed than formal employees. There is not significantly different between ¡§devotion¡¨, ¡§loyalty¡¨ and ¡§activity¡¨. (2) In moderating variables about working reasons, no matter that contracted employees get the job willingly or unwillingly, there is no significant difference in their performance of OCB. (3) In moderating variables about turnover intention, the OCB of contracted employee is affected by turnover intertion in ¡§en-team¡¨ and ¡§position-fulfill¡¨. However, there is no significant difference in ¡§devotion¡¨, ¡¨loyalty¡¨ and ¡§activity¡¨ between formal employees and contracted employees.

This study aims at developing and verifying the construct of work values, pay satisfaction, organizational commitment and turnover intention in a Chinese context. Turnover has always been one of the tricky area for managers. In order to better manage of the turnover rate, this study focus on turnover intention and organizational commitment which are the best predictors to separation. Pay satisfaction and work values are employed as determinants to organizational commitment and turnover intention while organizational commitment is assumed as negatively related to turnover intention. The results indicate higher pay satisfaction contributes to higher organizational commitment and lower turnover intention. Also, people treasure work values more tend to have higher organizational commitment and lower turnover intention. Pay satisfaction in the construct serve as the mediator between work values and turnover intention. Besides, employees with senior high school degree treasure ¡§job independency¡¨, and ¡§job content¡¨ less than higher educated people. Management demonstrate higher pay satisfaction and likely due to more opportunity cost they show higher continuance commitment respectively.

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Since the late 20th century, the enterprises have been facing the increasing competition. Considering the hiring cost and in order to arrange the manpower flexibly, they all followed the policy of flexible dispatched manpower, and applied the mode of supplying the dispatched manpower to satisfy the demands of the organizations for the flexible workers. This has become one of the key elements for the enterprises to remain in competition during their adaptation to the change of the industrial environment and the fluctuation of the market demand. In the recent years, owing to the related labor policies such as the 84 working hours and the new labor retirement policy being taken effect, dispatched manpower has the tendency to grow rapidly in Taiwan. More and more industries release the non-core positions, and hire manpower through the dispatched enterprises. Nevertheless, how to find the dispatched workers who can meet the enterprise anticipation, with good work achievement and also being stable becomes a tough question for the enterprise. This study focused on probing into the influence of work valuess, job involvement and the turnover intention of the dispatched workers, the influence of job values on the turnover intention, and whether it will occur because of the medium effect of the job involvement. The subjects of this study were the dispatched workers of a dispatched enterprise in Taiwan, totally there were 725 questionnaires sent out, and in return were 227 effective questionnaires. This study aims to utilize the field result and provide a reference for dispatched enterprise or user enterprise in selecting the dispatched workers in the future. After the investigation and the statistical analysis, the results are as the followings: 1.The dispatched workers with junior college education have stronger inner values. 2.Younger workers or dispatched workers with shorter dispatched time have higher degree of emphasis on the payment reward. 3.The dispatched workers with university education have lower degree of emphasis on getting the higher position. 4.Married and volunteered dispatched workers have higher degree on job involvement. 5.Older and volunteered dispatched workers have lower degree on turnover intention. 6.Elevate the satisfaction of the inner values of the dispatched workers will lower the turnover intension of the dispatched workers. 7.Elevate the satisfaction of the inner values of the dispatched workers will lower the turnover intension of the dispatched workers. 8.The work values of the dispatched workers will influence the turnover intention through the work involvement of the dispatched workers.

This research investigates how different types of electronic word-of-mouth affect consumer¡¦s attitude and purchase intention. Using the product types drafted by Ratchford (1987¡^as the moderating variable, this research explores the relation between different types of electronic word-of-mouth and consumers¡¦ product attitude and purchase intention. Ratchford (1987) divided the products into four categories along two dimensions, the consumer ¡§involvement¡¨ and ¡§rational vs affective¡¨ attitude. An experimental study was conducted using electronic word-of-mouth collected from Internet group discussion forums to find how different types of electronic word-of-mouth (product introduction, positive reviews and negative reviews) affected consumer¡¦s attitude and behavior. The results indicate that the nature of electronic word-of-mouth did affect consumer attitude toward the product and purchase intention. Major observations include the following: 1. Negative electronic word-of-mouth has resulted in lower attitude and purchase intention for ¡§Low involvement¡¨ product. 2. No significant difference exists between different types of electronic word-of-mouth for ¡§High involvement¡¨ product. 3. For ¡§Rational product¡¨, neutral message that only provided product description¡¨ turned out to create higher satisfaction, while positive and negative word-of-mouth had no significant effect on consumer attitude and purchase intention. 4. For ¡§Affective product¡¨, positive electronic word-of-mouth has more satisfaction on the consumer¡¦s attitude and purchase intention.

This research aims to discuss the correlation between after-purchase satisfaction and repurchase intention of mobile phones. The amount of mobile phone users had reached to 20 million and the possession rate of mobile phones was over 90% in Taiwan in July 2005. Repurchasers, including replacing the used mobile phone and buying the second one, are primary consumers in the mobile phone markets. Therefore it is important for mobile phone producers to understand consumers¡¦ repurchase intention and repurchase behaviors. However, consumers¡¦ purchasing decision does not end at buying but continues to influence consumers by the products¡¦ performance. After purchasing mobile phones, consumers tend to determine whether the buying decisions are correct or not by the satisfaction of the products. The conclusions of this research are presented as follows, (1)On average, university students have purchased 2.43 mobile phones by signing contracts with mobile phone service providers. (2)Consumers¡¦ after-purchase satisfaction, perceived value satisfaction, and brand loyalty significantly differ from different brands. Nokia was ranked highest. (3)In attributes of mobile phone, only brands and service points are considered affecting after-purchase satisfaction. (4)Perceived value satisfaction is prominently correlated to repurchase intention. (5)In personal concerns, attributes of mobile phones not only affect the repurchase intention but also have moderation effects. The conclusions above are meaningful for management in the following aspects, (1)University students have strong purchasing power and change mobile phones frequently, so mobile phone producers should create customer databases and offer special discounts to original customers. (2)Mobile phone producers should add more effort in product design and conduct remarkable attributes to create customers¡¦ usage habits and then attain their brand loyalty.