Vol 13, No 2, May 2010

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Editorial

To further enhance the diversity of articles of the Web Journal, the editorial board has already started to actively expand the submission of articles geographically. In this issue, we have Hong Kong scholars to share their latest research findings and ideas on the marketing area. We truly hope that the Journal can serve as an effective and convenient platform for researchers to exchange their precious knowledge and experiences worldwide.

In this issue, we have twelve articles which cover a range of different areas in the business field. Four articles focus mainly on management which include‘The study of the behavior standard, consciousness pressure and participation license examination adjust strategy’,‘Case study approaches associated with different context viewpoints’,‘The critical factors and the operating reference model for nonprofit organizations in Taiwan’and‘The competence analysis of managers in the Taiwan digital game industry’. Another group of articles relate more to marketing which includes‘The relationships among customer purchasing involvement, brand equity, perceived risk and customer loyalty’,‘Study to the merchandise layout position in the electronic store’,‘The influence of consumers’brand awareness, perceived quality and perceived value on brand attitude and purchase intentions toward airline’and‘Examining the impact of life satisfaction and time pressure on consumers’responses towards cause-related marketing promotions’. Three of the articles are about finance and accounting and they are‘The knowledge spillover effect between audit and non-audit services’,‘Performance and heterogeneity risk of Taiwanese REITs: application of five-factor EGARCH-M model’and‘The study on the relationship between employee stock option grants and the insider effect on stock price’. The last one‘The impact of e-retailer brand signal on e-commerce channel’talks about e-commerce.

Title

 

Author(s)

The study of the behavior standard, consciousness pressure and participation license examination adjust strategy (in Chinese)

 

Lee-Chuan Chang
Department of Finance, National Formosa University


Case Study Approaches Associated with Different Context Viewpoints (in Chinese)

 

Hsien-Jui Chung
Department of Business Administration, National Chung Cheng University
Hsuan Lo
Department of Hospital and Health Care Administration, Chia Nan University of Pharmacy & Science


The Impact of E-Retailer Brand Signal on E-Commerce Channel (in Chinese)

 

Huei-Chen Hsu
Department of Marketing Management, Transworld Institute of Technology
Tzu-Jiun Yeh
Department of Marketing Management, Transworld Institute of Technology


The Critical Factors and the Operating Reference Model for Nonprofit Organizations in Taiwan (in Chinese)

 

Hsien-Kuei Chiu
Department of Information Management, Jinwen University of Science and Technology


The Relationships among Customer Purchasing Involvement, Brand Equity, Perceived Risk and Customer Loyalty (in Chinese)

 

Wen-Hai Chih
Department of Business Administration, National Dong Hwa University
Tzy-Wen Tang
School of Management & Economics, University of Edinburgh
Yi-An Lin
Bank SinoPac, Individual Financial Services


Study to the Merchandise Layout Position in the Electronic Shopping Store (in Chinese)

 

Tang Jenn
Graduate Institute of Business Administration, National Taipei College of Business


The Knowledge Spillover Effect between Audit and Non-Audit Services (in Chinese)

 

Jan-Zan Lee
Department of Accountancy, National Taipei University
Hsiu-Mei Liao
Accounting Department, Ming Chuan University
Yu-Chi Huang
Department of Accountancy, National Taipei University


The Influence of consumers’ brand awareness, perceived quality and perceived value on brand attitude and purchase intentions toward airline (in Chinese)

 

Shwu-Ing Wu
Department of Business Administration, National Chinyi University of Technology
Kang-Ta Peng
Department of Business Administration, National Chinyi University of Technology


The Competence Analysis of managers in the Taiwan digital game industry (in Chinese)

 

Chung-Hsiung Fang
Dept. of Technology application and Human Resource Development, NTNU
Ya-Chin Kang
Dept. of Human Resource Development, Chingkuo Institute of Management and Health
Guan-Li Chen
Dept. of Technology application and Human Resource Development, NTNU
Luan-I Wei
Dept. of Business Administration, Takming University of Science and Technology


Performance and heterogeneity risk of Taiwanese REITs: Application of five-factor EGARCH-M model (in Chinese)

 

Ming-Che Wu
Department of Banking and Risk Management, Overseas Chinese University
Kuan-Min Wang
Department of Finance, Overseas Chinese University
Yuan-Ming Lee
Department of Finance, Southern Taiwan University


The Study on the Relationship between Employee Stock Option Grants and the Insider Effect on Stock Price (in Chinese)

 

Ming-Cheng Wu
Department of Business Education,National Changhua University of Education
Yi-Ting Huang
Department of Money and Banking, National ChengChi University
Ching-Yen Lee
Department of Business Education,National Changhua University of Education


Examining the Impact of Life Satisfaction and Time Pressure on Consumers' Reponses towards Cause-Related Marketing Promotions

 

Ka-shing Woo
Lee Shau Kee School of Business and Administration, The Open University of Hong Kong
Bobbie Chan
Lee Shau Kee School of Business and Administration, The Open University of Hong Kong