There are hundreds of channels in Taiwan. Because of computer and internet developing, people in Taiwan communicate easily to everyone in the world. It causes conflicts and challenges such as economy, business, and culture. The main source of profits in channels and web is advertising. According to AC Nielsen in Taiwan, Advertising industry in Taiwan outputs $40 billion in 2007, and its growing can figure out in future. So this study is to discuss the influence of Advertising Effectiveness in Product Involvement and Purchase Intention. This study set to sampling 18-40 years old. It includes male and female. The methods of this study are such as Descriptive Statistics, Multiple Regression, and ANOVA. The Advertising Effectiveness is the moderator in this study. To discuss the issues of the moderator model explains the effect of strength and direction of Purchase Intention. The hypotheses of this study are presented as follows: 1.Product Involvement has statistically influence on Purchase Intention. 2.Advertising Effectiveness has statistically influence on Purchase Intention. 3.The interaction of Product Involvement and Advertising Effectiveness as statistically influence. The conclusions are presented as all hypotheses to show: 1.On Purchase Intention, the Product Involvement will influence consumers¡¦ purchase decision. 2.Advertising also influence consumers¡¦ purchase decision. 3.The effect of the interaction explains synergy from Product Involvement and Advertising Effectiveness to consumers.

The perceived risks would produce when consumers want to purchase, they would use the media to collect product information to reduce the risk. So this study would investigate the difference between the perceived risk and purchase intention in the single media or in the cross-media which is combined by telephone and internet. In this study, the product is set to shampoo to avoid the impact of product involvement, and the sample focus on people who have used two kinds of phone and Internet media. The study adopts the experimental method which used in the campus of National Sun Yat-sen University. The sample can be divided into 4 groups which included the experimental and control teams; they totally collect 188 valid questionnaires. The results showed that the cross-media which composed of phone and Internet can reduce the consumer perceived risk, but only one kind cross-media which is ¡§touching the internet after telephone¡¨ can increase the purchase intention. The results would help the company to market, but it should follow one principle which was committed to "reducing the financial risk perception". Besides, this study confirmed that the purchase intention has an opposite correlation to perceived risk in the cross-media and single media again, the conclusion is consistent with the previous studies.

Since 1989 government due to the economic liberalization and internationalization policy operation, the privatization of public enterprises as one of its specific policies. So state-owned enterprises to seek business strategy that towards the diversification of development. Brand extension of the approach is state-owned enterprises typically use the marketing strategy. For example, Taiwan Sugar Corporation entered the biotech cosmetics industry, the introduction of Stanlen series of cosmetic products. CPC Corporation branched out into health food industry, in petrol station sale of a series of health food stations. State-owned enterprises in the introduction of extension products is often accompanied by promotional activities conducted. According to scholars, Mela, Gupta and Lehmann (1997) found that long-term use of price promotion strategy (e.g.: discounts), may have a negative impact on the brand. Therefore, this study is to investigate the marketing activities with the brand extension strategy for the extension of product attitude and purchase intention impact, and the extension fit whether interfere with or affect the effectiveness of brand extension strategy. This study adopt 2 (state-owned brand attitude: good attitude, bad attitude) X2 (Promotion Type: Price promotions, non-price promotion) X2 (extension fit: high, low) experimental method. Discussing independent variable state-owned brand attitude and Promotion Type, interfere with variable extension fit , to dependent variable purchase intention and extension of product attitude interaction effect. state-run business of Taiwan Sugar Corporation and Taiwan Water Corporation, which produce the packaging water as the brand of experimental. And promote type (price, non-price) and the extension fit (high, low) composed of four kinds of scenario, each scenario sample number of 41 ~ 43, the total valid sample size was 167, mainly test on three university of the students in Kaohsiung. The results showed, the subjects of the original state-owned brand attitude will be transferred to the extension product, thereby affecting the purchase intention and extension product attitude. The subjects which to price promotion have more purchase intention than non-price promotions, but do not affect the extension product's brand attitude. Different extent ion fit will interfere purchase intention and it will effect different attitude, promote type, extension product's attitude.

A survey indicates that the number of fraud-related crimes has been increasing considerably throughout the country. In addition, the number of online shopping fraud has been becoming much more than before since 2005. Up to 2009, the number of crimes associated with online shopping fraud has increased to roughly 7114 cases, leading to the percentage as 18.08% of all the fraud-related crimes. Even though the number of fraud-related crimes has been decreasing for the past-three-year period from 2006 to 2009, the crime number of online shopping fraud has been increasing gradually instead. Because the situation of Internet-based swindle is becoming progressively worse, such a fraud-related crime is worth much more attention from authorities concerned and much more effective measures taken by administrators so as to alleviate the number of online swindling crimes. Consumers throughout the country are getting used to make purchases by means of the application of Internet, which has made it possible for consumers to be trapped in online shopping fraud in such a tremendous electronic market. In addition, not only is the generation of online shopping fraud associated with the whole situation, but it is also related to online shoppers and individual traits. Consumer¡¦s involvement in Internet is of great significance to all the factors resulting in online shopping fraud. Based on the Involvement Figure developed by Zaichko wsky in 1985, this study aims to measure Internet-based consumer behavior, to examine the correlation between Consumer¡¦s Involvement in Internet and Purchasing Behavior, and to observe the result of online shopping fraud. This study adopts the participants consisting of the victims suffering from fraud-related crimes in Kaohsiung County, and collects the data by means of the distribution of 310 questionnaires, of which the number of valid questionnaire is up to 260. In addition, this study utilizes SPSS 12.0 to proceed data analysis. Results released by this study indicate as below: 1. In terms of the dimension, Internet Involvement, applied in the questionnaire, consumers recruited in this study belong to medium-degree and high-degree groups. The highest of each dimension is the rationality of Internet. Individual¡¦s internet involvement is obviously correlated to his or her age, education background, occupation and the recognition to 165 fraud-prevention hotline. 2. In terms of the dimension, Purchasing Search, applied in the questionnaire, individuals hired in this study belong to the medium-degree and high-degree groups. The highest of each dimension is the application of purchase. Consumer¡¦s purchasing search is prominently correlated to his or her age, education background, occupation and the recognition to 165 fraud-prevention hotline. 3. Consumer¡¦s Internet Involvement and each dimension are correlated to each other, and so are Purchasing Search and each dimension. Internet Involvement is correlated to consumer¡¦s Purchasing Search in a positive way. 4. In accordance with the above conclusions blended with online shopping fraud survey and researcher¡¦s practical experiences, this study has made it available to submit suggestions in four different aspects including the government organizations, the private corporations, individual tendency to Internet, further researches.

Abstract Department Stores are highly interpersonal communicated in the service industry. Products and services should be delivered through the service employees. In the process of interaction with customers , service employees could deliver the expertise of products and services , discover what is customers need , offer them appropriate services and then build the long term relationship with them. So service employees play very important roles in building long term relationship with customers. In reviewing literatures about relationship marketing and purchase intension, previous researches use¡urelationship quality¡vas the mediator mostly to discuss the relationship between relationship marketing and purchase intension, or In the surveys of this study, this research study wants to find how service employees expressions affecting the customers perceived relationship benefits and reach the purposes as below: 1.Discussing the salespersons¡¦ expertise could positive affect the customers perceived relationship benefits. 2.Discussing the interpersonal communication between service sales and customers could positive affect purchase intension. 3.Discussing the customers perceived relationship benefits could positive affect purchase intension. 4.Discussing if relationship benefits play as the mediator between interpersonal communication ¡Bsalespersons¡¦ expertise and purchase intension. Structural Equation Modeling is used in this research. The followings are four points of conclusions¡G 1.Salesperson¡¦s expertise positive affect the confidence benefit and social benefit. 2.Interpersonal communication between service employees and customers positive affect confidence benefit¡Bsocial benefit and special treatment benefit. 3.Confidence benefit and social benefit positive affect customer¡¦s purchasing intension. 4.Confidence benefit¡Bsocial benefit are mediators between interpersonal communication¡Bsalespersons expertise and customers purchasing intension. The conclusions of this research could offer department stores to develop appropriate customer relationship strategies and have great improvement in their business.

According to ACNeilsen survey, the consumers in Taiwan have more brand awareness toward private label of retailers. In 2005, there had 87% consumers who went shopping in supermarkets or hypermarkets knew private label. Moreover, according to ITIS research which revealed the total amount of food private brand are 1,088 in Taiwan, and the average amount in hypermarket are 363, and second are convenience stores and supermarkets. However there is still huge gap between hypermarkets and convenience stores. Thus this situation reveals the potential market for private label of convenience stores. In 2008, 7-11 launched its own private brand 7-SELECT, and to differentiate from other low price position, 7-SELECT provide best price for the value. And it had great performance when it first time to market. Therefore this research will investigate the key success factor of 7-SELECT, and through four dimensions which are price, product and design, store image and promote and the intervening variable brand equity to explore purchase intention. According to data analysis, it is obvious that price, product and design, store image and promote affected purchase intention. This means a customer bought 7-SELECT may base on these factors. However brand equity did not have effect on purchase intention, the reasons could be it is still a new brand for one year, and its new product did not promote intensively, and the 7-SELECT layout can not attract customers¡¦ attention. Otherwise, the analysis outcome reveals there is not strong linkage between brand equity and 7-SELECT, and this result can provide the reference to retailers who develop their own private label.

The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions 1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market 2. There are the remarkable differences with brand association and purchase intention in dissimilar brands 3. It shows that consumer characteristics have the remarkable difference with some research variables. This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means 1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market 2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.

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.

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.

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.