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Customers who engage in impulsive online shopping make immediate, unplanned and ill-thought-out purchases online. The purpose of this paper is to present a model to illustrate how website quality (moderated by hedonic value) influences impulsive shopping behaviors in the context of online tourism.

The model and hypotheses presented here were tested by structural equation modeling. Empirical data were collected by conducting a questionnaire survey, in total, 3,000 invitation messages were mailed to the members of the two travel communities (1,500 invitation messages for each one), of which, 402 were returned completed (a return rate of 13.4 percent).

Visually appealing websites are more likely to attract customer attention and illicit pleasurable emotional responses. In addition, effective tourism websites also maintain good service quality and ensure accuracy of information. Finally, good functional benefits can help customers reduce the time and effort spent searching for a specific service and can also serve as a stimulus triggering impulse buying.

This study used a reliable multidimensional measure of factors that influence the relational benefit of initiators and buyers to help elucidate which factors encourage impulsive online shopping. From a theoretical perspective, the authors determined that website quality is positively associated with functional benefits, and thereby influences impulsive shopping behaviors; in addition, the functional benefits conferred by websites have a strong and direct influence on impulsive shopping behavior. However, this effect is moderated by hedonic value.

Online tourism retailers should continually seek to enhance this function because it is the primary motivation behind customer use of online shopping websites. Effective tourism websites also maintain good service quality and ensure accuracy of information. Finally, navigation systems should be designed to meet the needs of new users, for example by offering help pages that address a variety of topics. Therefore, tourism websites should feature an adequate number of images, a colorful design, and well-described services and products.

In recent years, the popularity of online shopping websites has continued to rise. In seeking to elucidate impulsive online shopping behaviors, this study focused on online-to-offline applications, the uses-and-gratifications perspective and service-dominant logic. The authors also discussed the important influence of website quality on impulse buying and how this is moderated by hedonic value. The research model presented in this study provides a reliable instrument to operationalize key constructs in the analysis of impulsive shopping behavior and has important implications for the online tourism industry.

This paper is a study of the current trends and conditions of electronic resources for Chinese studies, based on a recent survey on the Internet of 29 Chinese libraries in North America and eight Chinese libraries in China, Taiwan and Hong Kong. The survey discussed current electronic resources for Chinese studies, with a union list of major Chinese language databases currently used in libraries in Asia and the US. Current views on the use and development of electronic resources for Chinese studies were summarised.

The purpose of this paper is to explore whether salary and job interest moderates the relationship between corporate image and willingness to apply for a job and to examine that salary or job interest has a stronger influence on willingness to apply for a job.

Research data were obtained through questionnaires by the method of convenience sampling, distributed in employment expos and career guidance centers in Taichung and Chiayi area, Taiwan. In total, 300 questionnaires were collected. Excluding the invalid questionnaires, there were 285 valid questionnaires. Then, the study applied hierarchical regressions to test moderating effects and each hypothesis.

The study found that corporate image, salary, and job interest have significant positive effects on willingness to apply. In order of level of influence on willingness to apply, the factors successively are job interest, salary, and corporate image. Both salary and job interest will exert moderating effects on willingness to apply, and job interest has a stronger influence than salary.

This study was limited on sample selection from only two regions, in addition to time and space restrictions. However, the research results still help an employer to understand the priority factors that may influence a job seeker’s decision to apply for a job.

A company with a good corporate image and generous salary system can enhance the interest of job seekers. At the same time, if the job content is consistent with the interest of the job seekers, they will be more eager to apply. It would be beneficial for both enterprises and applicants when the right candidate in the sea of job seekers is chosen for the right job.

Using the modified theory of planned behavior, this study aims to understand residents’ supporting or rejecting mindsets toward legalizing gambling in Kinmen, Taiwan, where exists a complex and somewhat contradictory relationships between economic growth and the preservation of the natural environment in the context of tourism specifically to small island destinations. This study develops a convenience sampling procedure in which 365 questionnaires are collected. A series of hypotheses tests are conducted via structural equation modeling. This study notices that perceived behavioral control is the most important attribute affecting behavioral intention. However, behavioral intention does not necessarily lead to actual behavior. Attitude is considered as a more reliable predictor of actual action. Attitude relied heavily on positive perceived behavioral control. Further, the respondents are concerned more about how legalizing gambling affects their current lifestyle.

This study aims to examine the impacts of restaurant servers’ actions on the customers’ emotional contagion and the impacts of customers’ emotional contagion on their intention to tip and the likelihood of tipping. This study also explores social compliance and examines its impacts on customers’ intentions to tip and the likelihood of tipping.

Taking a restaurant in Taiwan as an example, this study uses questionnaires to investigate five constructs of the research framework, which are restaurant servers’ actions, restaurant customers’ susceptibility to emotional contagion, customers’ intention to tip, customers’ likelihood of tipping and customers’ social compliance. The questionnaires were distributed online using Surveycake website. A total of 310 completed questionnaires were collected.

The results indicate the following: restaurant servers’ actions positively affect customers’ susceptibility to emotional contagion; customers’ emotional contagion positively affects their intention to tip and likelihood of tipping; customers’ social compliance positively affects their intentions to tip and the likelihood of tipping; and customers’ emotional contagion partially mediates the effects of restaurant servers’ actions on customers’ intention to tip and likelihood of tipping.

The hypothesis test results in this article not only successfully integrate or confirm the research findings of past scholars, but also expand the scope of research on related topics. Furthermore, the research findings of this study provide restaurant practitioners with rich marketing implications.

微笑可换来小费吗？餐厅服务员行为会影响顾客的情绪感染和小费行为吗？

摘要

本研究旨在检验餐厅服务员行为对顾客情绪感染的影响, 以及顾客情绪感染对他们给小费意愿和可能性的影响。本研究还探讨了社会合规性, 并检查了其对顾客给小费意愿和给小费可能性的影响。

本研究以台湾一家餐厅为例, 使用问卷调查研究框架的五个结构, 即餐厅服务员行为、餐厅顾客情绪感染、顾客给小费意愿、顾客给小费可能性以及顾客的社会责任。本研究使用了Surveycake线上问卷调查网站, 在线上分发问卷, 并共收集到 310 份已完整问卷。

本研究结果表示：（1）餐厅服务员的行为正向影响顾客情绪感染, （2）顾客的情绪感染正向影响他们给小费的意愿和可能性, （3）顾客的社会责任正向影响他们给小费的意愿和可能性, 以及（4）顾客的情绪感染部分中介了餐厅服务员行为对顾客给小费意愿和小费可能性的影响。

本文的假设检验结果不仅成功地整合或证实了以往学者的研究成果, 而且扩大了相关课题的研究范围。此外, 本研究的研究结果为餐厅从业者提供了丰富的营销意义。

¿Sonriendo por propinas? ¿Afectarán las acciones de los camareros al contagio emocional y a las propinas de los clientes?

Este estudio tiene como objetivo examinar cómo impactan las acciones de los camareros de restaurantes en el contagio emocional de los clientes, y cómo ese contagio emocional influye en su intención de dejar propina y en la probabilidad de hacerlo. Este estudio también explora el cumplimiento social y examina su impacto en la intención de los clientes de dejar propina y la probabilidad de hacerlo.

Tomando un restaurante en Taiwán como ejemplo, este estudio utiliza cuestionarios para investigar cinco constructos del marco de investigación, que son las acciones de los camareros del restaurante, la susceptibilidad de los clientes del restaurante al contagio emocional, la intención de los clientes de dejar propina, la probabilidad de hacerloy el cumplimiento social de los clientes. Los cuestionarios se distribuyeron online a través de la web Surveycake. Se recogieron un total de 310 cuestionarios completados.

Los resultados indican: (1) las acciones de los camareros del restaurante afectan positivamente a la susceptibilidad de los clientes al contagio emocional, (2) el contagio emocional de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, (3) el cumplimiento social de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, y (4) el contagio emocional de los clientes media parcialmente los efectos de las acciones de los camareros del restaurante sobre la intención de los clientes de dejar propina y la probabilidad de hacerlo.

Los resultados de la prueba de hipótesis en este artículo no solo integran o confirman con éxito los hallazgos de estudios previos, sino que también amplían el alcance de la investigación sobre temas relacionados. Además, los resultados de este estudio proporcionan a los profesionales de la restauración importantes implicaciones de marketing.

Purpose and methodology – Focusing on the policy contexts of gender education in Taiwan, this chapter uses data from interviews with elite policymakers and policy documents to examine how feminist activists sought to legitimatize gender equity in education in the wake of the comprehensive social and educational reforms of the 1990s and early years of this decade.

Findings – The embedding of gender in education did not follow a smooth path in terms of policy formulation. Feminist activists drove the process of reform by retaining control over the naming of the legislation, and its wording, thus preserving the language and imperatives of gender equity.

Social implications – In this chapter, I examine the formation of the Gender Equity Education Law, detailing the struggles, contentions, and negotiations that underlay the eventual approval of gender reform in education.

Originality/value of chapter – The chapter contributes significantly by identifying the necessity to recognize the nature of the state and its relations with society in order to research gender in education in Taiwan.

As a result of awareness of the increasing school accidents in recent years and severe damage to school infrastructure by Typhoon Morakot, this paper seeks to discuss the current natural disaster prevention education strategy in Taiwan and investigates the seriously damaged schools from Typhoon Morakot.

Methods of analysis used in this paper include aerial photo interpretation of landslides and debris flows with the aid of field investigation and spatial rainfall distribution by GIS analysis. Additionally, the reasons attributed to the schools’ damages and disaster prevention education strategies in schools after Morakot are discussed.

After an overall review of the current disaster prevention education programs, the following items are to be stressed in disaster prevention education as a result of studying the effects of Typhoon Morakot: integration of disaster prevention education into formal school curricula; teacher training for campus disaster prevention education; development of a coalition of campus and community‐based disaster management; and study of the impact of climate change and school vulnerability. School infrastructure safety evaluation and risk assessment, education materials and design activities for psychological recovery after disasters, and the connection of school safety management and community‐based disaster prevention are deemed urgent after Typhoon Morakot in Taiwan.

The current achievements of disaster prevention education in Taiwan include the development of operation and support mechanisms, curricula development and experimental schools selection, development of teacher training program, the popularization of disaster prevention education, the development and use of learning materials, and the determination of an effective assessment mechanism. It is expected that disaster prevention education will become part of the formal school curricula. School safety and vulnerability assessments as a result of climate change and student psychological recovery following disasters are urgent lessons to be implemented after learning from the results of Typhoon Morakot in Taiwan.

This paper aims to examine the causal influences on the construct, relationship commitment. A better understanding of relationship marketing is an underpinning goal of this study.

Chunghwa Telecom is a Taiwan-based telecommunications firm that enjoys Taiwan’s largest domestic market share of asymmetric digital subscriber line market. Data from Chunghwa Telecom’s subscribers were obtained, and 265 qualified observations were collected. A structural equation modeling approach was used.

Relationship commitment is understood as dependent on positive affective commitment and involuntary continuance commitment. Positive affective commitment, namely, voluntary continuance commitment, enhances customer loyalty. On the contrary, involuntary continuance commitment has negative impacts on customer loyalty. It is discovered that relationship quality, corporate reputation and switching costs have significant effects on relationship commitment. Satisfactory relationship commitment has positive effects on loyalty.

Effects of voluntary continuance commitment and involuntary continuance commitment on customer loyalty are not in the same direction. When customers feel trapped in a relationship due to involuntary continuance commitment, they respond to the feeling by provision of negative word-of-mouth.

This study seeks to investigate issues transpiring in green hotels from a human resource perspective which is unlike most green-hotel studies centering on consumer behavioral subjects. It hypothesizes that the employees’ green ability consisting of environmental awareness, environmental knowledge, and environmental skill creates a positive impact on hotels’ green ability and ultimately on the overall performance of hotels. Using alumni from a tourism and hospitality program, this study collects 233 responses from a structured questionnaire survey. The findings indicate that hotel employees approximately contribute toward a fifth of the hotels’ ability to implement greener practices.

The authors empirically evaluated the effect of price promotions on customer quality evaluations and repeat-purchase intentions in coffee chain stores. The moderating role of customer characteristics in this process was also investigated.

Consumers in 12 coffee chain stores were surveyed and 488 usable questionnaires were obtained. Relationships in the test model were examined using structural equation modeling techniques. A multiple-group solution was used to test the moderating effects of consumer characteristics.

The results of structural equation modeling analyses suggested that price-promotion activities at Starbucks in Taiwan had a favorable effect on customer quality evaluations and positively influenced repeat-purchase intentions. The moderating effects of consumer characteristics were partially supported. Whereas sex showed no significant moderating effect, consumption frequency did demonstrate a moderating effect.

The results indicate that existing customers may see price promotions at Starbucks in Taiwan as a reward or incentive, and thus lead to an increase in favorable evaluations. The findings provide a new perspective that may encourage those involved in the marketing of coffee chain stores to manage price promotions in a more strategic manner by considering customer characteristics.

The effects of price promotions on brand evaluation remain controversial and may vary among product categories. Additionally, most studies regarding price promotions have used an experimental approach, and few studies of price promotions in the coffee industry have been reported. The study is among the first to empirically examine the effects of price promotions and the moderating role of consumer characteristics in the process at coffee chain stores.