This research takes the Executive Master of Business Administrator¡]EMBA¡^, a kind of higher education, as an example to discuss the consumer¡¦s choice models in the professional service. The main purpose of the research is to realize whether consumer¡¦s decision environment, involvement and knowledge of EMBA service as well as their personal difference will have connection with their choice models. About the research method, subjects were EMBA graduate students who ever had chosen experience. The sample came from north and south Taiwan where got more choices of EMBA school and received 192 valid questionnaires. For statistic analysis, the sample was separated into two groups by the number of decision environment¡¦s alternative and attribute quantity, and distinguished by both involvement and knowledge into low, median and high groups. The factor analysis, reliability analysis, chi-square test, discriminant analysis and one-way ANOVA are used as statistical analysis methods. The results are presented below: 1. When consumers choose EMBA, the number of alternatives has the connection with choice models. But there is no obvious connection between the number of attributes and the choice models. 2. When the degree of consumer involvement is different, the connection between alternative numbers and choice models will be different. 3. When the degree of consumer knowledge is different, the connection between alternative numbers and choice models will be different. 4. The difference of consumer personal factors only exist the connection with the consumer involvement of EMBA, but has no obvious connection with choice models and the knowledge of EMBA. Comparing to the other related researches, most of them are based on such as EKB model, analyzing all consumer decision or purchase processes. But those researches didn¡¦t investigate deep enough about consumer purchasing behavior¡¦s final secret process of professional services. Thus, this is an exploratory research, trying to describe the consumer decision situation of internal EMBA. And that is this research¡¦s contribution and value.

With great growth of the use of internet ,the communication based on computer-mediated system or so called electronic word-of-mouth becomes more important. In these ways to exchange information, forward mail is unique and powerful especially. In this research, we would like to know what factors make people to decide to forward a e-mail or not, and what kind of roles these factors play in the process to make decision. Three factors were discussed in this research, including¡Gmessage framing, source credibility and product involvement, and the theory of reasoned action was applied to explain the behavior of forwarding e-mail. Through ANOVA and regression analysis to analyze 472 effective samples, the findings are outlined below¡G 1. E-mail users hold better attitude to forward negative message, and have more intention to forward it. 2. E-mail users hold better attitude to forward the message which has high source credibility, and have more intention to forward it. 3. The effect of subjective norm on intention to forward the email is greater than the effect of attitude.

¡§Loyalty Programs¡¨ is a necessary and important step in the formation of relationship marketing. However, not only been applied in practice but also been researched by academia, there are still some gaps because of lack of a complete frame to analyze the vales of the loyalty programs. Therefore this research aims to fill-in the gaps that past practice and academics have failed by providing a conceptual frame by studying related literatures of loyalty programs and takes advantage of the frame to analyze the relationships among those values, relationship quality and customer loyalty in the telecom industry. The results of this study find that four values of nine values in the frame, including ¡§economic value¡¨, ¡§choice of redemption options¡¨, ¡§relevance¡¨ and ¡§social benefits¡¨ will influence relationship quality and customer loyalty in the telecom industry. However, customers still care more about economic value and relevance. The corporations in the industry can increase customer loyalty by designing high level of economic value and relevance. But if those would like to build higher level of relationship with the customers, they have to take advantage of social benefits through which to build strong and long customers loyalty. Therefore through this frame, the corporations can realize which value they should attach importance to. The results also prove the effectiveness of the loyalty program conceptual frame.

Taiwan was once world-known for its ¡¥Economic Miracle¡¦ while it was politically stabilized, socially peaceful and securely maintained. After the government lifted martial law in 1987, Taiwan initiated ¡¥Political Democratization¡¦ and direct presidential election. No matter how prosperous our economy is or how free our democracy is, a secured environment that is free from fear or intimidation takes priority over everything. As the guardians of the people, the police act as a bridge between the government and the people, and bear the responsibility of publicizing government decree. The National Police Agency, which is the subordinate to the Ministry of the Interior, is the supreme organization in charge of all police functions in Taiwan. The population of police force at present is around 70,000 and 60% of them are rank and file officers. This study has taken the rank-and-file police officers of Kaohsiung County Police Bureau as a case to analyze the relations among ¡¥Job Involvement¡¦, ¡¥Job Stress¡¦, ¡¥Job Satisfaction¡¦, and ¡¥Turnover Propensity¡¦. A questionnaire has been made with 41 questions in it to make a research according to the items of frequency analysis, intersection analysis, and correlation analysis. There are ten discoveries in the conclusion considered correspond with the correlation research made by overseas or domestic scholars, besides, they are similar to the police ecosystem of Taiwan on the whole. But there are still some variables, such as organization climate, organization acceptance, growing requirement and personality characteristic that affect a person¡¦s resignation. Although research has been made on different profession and group by domestic and overseas scholars, it can also be made on the police to approach whether there is ¡§sameness in difference¡¨ or ¡§difference in sameness¡¨.

In the analysis of travelers¡¦ decision-making behavior, Discrete Choice model in Revealed Preference data or Stated Preference data, such as logit model and probit model, is generally used in the exploration of travelers¡¦ mode choice behavior. Some former research adapted Structural Equation Model (SEM) or Fuzzy Theory in exploring the variables of travelers¡¦ psychological decision process, because the variables which were not easily measured directly and tend to be latent variables.This study combines Theory of Planned Behavior (TPB) and EMB Model in consumer behavior science, to investigate the relationship and degree of interaction between psychological variables and actual mode choice behavior. The comuter represent high percentage of inter-city transportation, therefore, this empirical study has focused on the commuters in Taipei metropolitan area. Commuter¡¦s feedback on MRT preference was collected through the face-to-face interview. The collected data was analyzed by using SPSS10.0 for chi-square test, the regression analysis and multi-variables analysis. Through the study of their attitude, the degree of involvement, group affection and intention towards various modes, the psychological decision process for commuter was analyzed and concluded. The results of the research concluded that: private transportation users have higher degree of involvement to MRT than the public ones. It is observed that the variables of age, occupation, possession of veheche, the distance from commutes' place to MRT station, among all variables, have significant reciprocity with the degree of involvement for MRT.In the aspects the commuters' attitude of using the MRT¡¦s, both private and public transportation users showed positive opinions. Among all variables, the group influence had the least significance to the action intention, while the involvement and attitude showed high significance to the MRT¡¦s action intention.The public transportation users show higher difference between actual mode use behavior and intention, as compared to the private one. Therefore, the traffic authorities and businessman need to increase the quality of the service of MRT and convience of transfer between transportation modes, if they want to raise the percentage of commuters to using MRT.

Although we are in 21st century, we still face the threat of fire. Some serious fires happen all over the world frequently. For the location of Taiwan, there are many natural disasters like earthquakes, typhoons, landslides and mudflows on Taiwan recently. The fireman plays an important role to protect the human being and their properties at the disaster scence, so the job involvement and organizational citizenship behavior of fireman make a decisive influence on the performance of rescue activities. The station officer is the soul of the fire brigade, his leadership style influence the performance of firemen deeply. In the study, I make the subject how the leadership styles influence follower`s job involvement and organizational citizenship behavior, the group cohesion and personality as the moderating variances. The fire brigade of Kaohsiung as the survey object, through the questionnaire and statistic analysis, I try to treat how the leadership style influence the follower`s job involvement and organizational citizenship behavior, and give some suggestions to the fire department, in the study indicate that: 1. A significant positive correlation was identified among leadership styles and job involvement; the inspirational motivation has positive influence on follower`s job involvement. 2. A significant positive correlation was identified among leadership styles, altruism, courtesy, civic virtue and conscientiousness; the idealized influence was positive influence on altruism, the intellectual stimulation was positive influence on courtesy, civic virtue and conscientiousness. 3. The internal-external personality was found to have no significant moderating effect among leadership styles, job involvement and organizational citizenship behavior. 4. The group cohesion was found to have a significant moderating effect among relationship of inspirational motivation and job involvement, 5. The group cohesion was found to have a significant moderating effect among relationships of individual consideration and organizational citizenship behavior.

The purpose of this study is focused on the relationship among the education marketing; the Principals¡¦ leadership styles and the Teachers¡¦ job involvement in the elementary Schools. The questionnaire survey and semi-structured interviews were adopted in the study. The samples were come from 88 public elementary schools in Kaohsiung of the questionnaire survey. First of all, the 88 schools were categorized based on the level of their education marketing. Then, the top10 and the bottom 10 schools were selected for analysis in this study. 589 questionnaire surveys were sent to the above top 10 and the bottom 10 schools, and the 520 questionnaire surveys were received from them. The 489 of 520 surveys were valid data. The retrieve rate was 88.29% and the survey¡¦s valid rate was 83.02%. The investigated tools of this study are ¡§Questionnaire regarding the study of relationships amongst Education marketing, The Principals¡¦ Leadership Styles and The Teachers¡¦ Job Involvement in the Elementary Schools¡¨, which consisted four parts: ¡§basic information¡§, ¡§the attitude on education marketing ¡§, ¡§the teachers¡¦ job involvement¡§, and ¡§the principal¡¦s leadership ¡§, This study attempted to file the data yielded from the questionnaire with SPSS 10.0/PC, with mean, standard deviation, Person¡¦s Production-Moment Correlation ,t-testing, 1-Way ANOVA, analysis of variance, and stepwise multiple regressions are used as well. This study was used Semi-structured interviews for further investigation from the above top and bottom 10 schools. In addition, there were four types based on ¡§ schools¡¦ focusing level on eduaction marketing¡¨ and ¡§ principals¡¦ leadership style ¡§ in the above top and bottom 10 schools. Therefore, 8 teachers were selected from different types were interviewed for this study. The following results were derived: 1. Generally speaking, the attitude on education marketing, the principal¡¦s Leadership Styles and teachers¡¦ job involvement of elementary school teachers are good. 2. Based on the investigation of the attitude on education marketing , the principal¡¦s Leadership Styles and teachers¡¦ job involvement of elementary school teachers, the teachers of the bottom 10 schools were calculated higher score than that of the top 10 schools. 3. The teachers with senior age, personnel with master degrees or above, the teacher of seniority, department heads, or senior administrators showed better performance in the attitude of education marketing. 4. The teachers of seniority, department heads, senior administrators, and the bottom 10 schools showed better performance in the teachers¡¦ job involvement. 5. The teachers¡¦ job involvement could become higher if there were the lower education marketing, the better teachers¡¦ attitude on education marketing and the higher principal¡¦s transformational leadership. 6. The prediction of the principal¡¦s Leadership is the majority part of the prediction of the elementary school teachers¡¦ whole job involvement, Eventually, this study was concluded the valuable analyzed results and also provide the references for the elementary school principals, administrators in education, teachers of elementary school and the future investigation.

Under the global competition, the corporation has noticed the importance of human resource. There has been discussed about the role of human resource department and the role of human resource professionals no matter in academy or in business. However, there is not so much discussion about the characteristics, belief and feeling which could influence the involvement of the human resource professionals. To promote the human resource management of the human resource professionals, the study aims to discuss the role, role stress, work values, and job involevement of human resource professionals. It is to understand the role of human resource professionals including its role intensity, role stress, work values and job involvement in Taiwan¡¦s corporation. Furthermore, it discusses if the role stress is negative to job involvement when the affinity for work values and the intensity of the role of the human resource professionals is different. The research methodology uses random sampling. The questionnaires sent out by 752 for the members of some of the associations of human resource management in Taiwan, and valid questionnaires are 275. The data analyzed by statistics methods of t-test analysis of independence, analysis of variance (ANOVA), Pearson¡¦s product-moment correlation, and multiple regression. The result confirms several important discoveries as follows: 1. The work experience between one and five years shows serious role conflict. 2. The administration expert is still the main character of human resource professionals in Taiwan. 3. The positioning of human resource professionals is clear, but the work is overloading. 4. The human resource professionals respects the inter value, but not pays attention t to the value of salary. 5. Administer is taking the higher role stress, but higher job involvemen, too. 6. The proper role stress can promote job involvement. 7. The role stess is negative consequence of job involvement. According to the result of the study, there are some suggestions for HR managers and HR professionals to promote the HR management of HR department and HR professionals.

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.