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This study aims to explore the augmented reality (AR) effectiveness of museum visiting.

Based on the AR marketing of the motivation model and the inspiration model, the critical mental process and AR were revealed that could increase museum visits. The mixed-methods approach was adopted to analyze the qualitative research and test the model hypotheses to understand the perceptions of the increasing AR marketing of museum visits.

The authors found that inspiration and perceived quality AR are critical to enhancing the attitudinal of museum visits. AR developers can thus focus on utilitarian and hedonic benefits in perceptual augmentation quality to inspire users’ willingness to visit museums.

This study extended the inspiration model through a mixed-methods approach to investigate how AR technologies encourage and leverage visitor experience to increase museum visit intention psychologically.

本研究旨在探索增强现实（AR）对博物馆参观的影响。

基于AR营销的动机模型和启发模型, 本研究揭示了能够增加博物馆参观动机的关键心理过程和AR技术。本研究采用混合方法分析定性研究并测试模型假设, 以了解对增加AR营销的博物馆参观的感知。

我们发现, 启发和感知质量的AR技术对提升参观博物馆的态度至关重要。因此, AR开发者可以将注意力集中在实用和享乐的益处上, 通过提升感知质量来激发用户参观博物馆的意愿。

本研究通过混合方法扩展了启发模型, 研究了如何通过AR技术在心理上鼓励和利用游客体验来增加参观博物馆的意愿。

One important strategy Multinational Enterprises (MNEs) employ to compete in the global market is to engage in foreign investment, but firms must know how they can perform better in the host country market. International subsidiaries’ performances play a chief role for MNEs’ globalization strategy. The purpose of this paper is to construct multi-level research with parent-level data at the higher level and subsidiary-level data at the lower level.

This study helps capture the rapid growing trend in emerging markets and uses a sample of Taiwanese enterprises and their subsidiaries in China. The data come from the Taiwan Economic Journal database. Precisely, the authors obtain 711 Taiwanese MNEs and 4,458 of their subsidiaries in China.

This study finds among the parent company’s attributes that firm size, firm total performance, depth of internationalization and foreign shareholding have significant impacts on subsidiary performance, while within the subsidiary’s attributes, subsidiary size, subsidiary-owned capital and total investment fund significantly affect subsidiary performance.

In order to capture subsidiary performance, this study uses a multi-level analysis approach with the Hierarchical Linear Model statistic method to separate parent company attributes and subsidiary-owned attributes as two distinct levels. This method fills the gap in the literature by analyzing subsidiary performance and clarifying that foreign direct investment is a multi-level phenomenon that cannot be analyzed using a one-level analysis method.

To maintain auditor independence, Section 201 of the Sarbanes–Oxley Act of 2002 (SOX) imposes restrictions on audit firms in rendering management advisory services (MASs) to audit clients. Responding to the requirement, audit firms establish a strategic alliance with consulting companies to expand their scope of services to alleviate the impairment of auditor independence. Taiwan follows the spirit of SOX in related laws and regulations. To investigate the effects of SOX on Taiwanese auditing industry, this study aims to examine the relationship between MASs and operating performance of audit firms.

This study obtains empirical data from the 1989–2017 Survey Report of Audit Firms in Taiwan, published by the Financial Supervisory Commission (FSC). FSC administers the survey across all registered audit firms annually to collect business information on the auditing industry for macro-economic analysis and industrial policy development. The authors group audit firms into three categories: national, regional and local firms. Based on the structure-conduct-performance (S-C-P) theoretical framework, this study establishes the following cross-sectional regression equation to test the authors’ hypotheses.

Main results indicate that national firms have better post-SOX firm and alliance performance. Both firm and alliance MASs contribute more to the performance of national firms after SOX.

This study claims that national firms establish alliance with consulting companies for resource sharing but regional and local firms for tax-saving.

Consistent with the economic theory of regulation and resource-based theory, SOX matters in Taiwan.

Traditional studies on a decomposed theory of planned behavior (DTPB) analyze the relationship of variables through a structural equation model. If certain variables do not fully comply with the independent hypothesis, it is not possible to conduct proper analysis, which leads to false conclusions. To solve these problems, the aim of this research is to adopt an expert opinion‐driven decision making trial and evaluation laboratory (DEMATEL), and re‐establish the causal relationship and the degree of interrelationship of DTPB variables.

This research used a university library website as an individual case, and illustrated the benefits of constructing DTPB model by using DEMATEL through the opinions of 23 experts surveyed by questionnaires.

According to the analysis result of constructing DTPB model by using DEMATEL, when DTPB variables were distributed within quadrants of high centrality and degree of causality, they became the key influential variables; when distributed within quadrants of low centrality and degree of causality, the variables needed urgent management.

When traditional DTPB does not consider the direct and indirect relationships among variables, the original causal relationship of variables will be influenced, and then the original variables cannot fully demonstrate their causal relationship. Therefore the feasibility and effect of constructing DTPB model by using DEMATEL proposed in this research are proved through individual cases.

The purpose of this paper is to develop a conceptual model of how technology‐enabled virtual experiences contribute to community members' online trust and engagement through inducing their community identification. It also seeks to examine two types of social influence in the virtual community: within‐community normative pressure and normative pressure from outside the community.

The authors employed the structural equation modelling approach to estimate a conceptual model using survey data from participants in the World of Warcraft online game community.

The results mainly supported the hypotheses. It was shown that three types of experience could influence community members' engaging behaviour through an increase in community identification and community trust. More importantly it was found that normative pressure from outside the community exhibits a significant and inverted U‐shaped relationship with online community engagement, while within‐community normative pressure had a positive relationship with community engagement. No evidence was found to support the inverted U‐shaped relationship between within‐community normative pressure and community members' engagement.

From perspectives of virtual experience, social identity theory, social trust, and susceptibility to normative influence, the current study contributes to a more comprehensive understanding of the process through which community members are willing to share what they know, participate in collective actions, and spend their time with strangers in a virtual space.

The purpose of this paper is to portray and analyze the importance of learning and knowledge transfer in strategic alliances created in the context of emerging markets, Russia and Taiwan in particular, and to identify the influence of relational capital factors on the effectives of learning in strategic alliances. Strategic alliances are one of the main tools companies resort to learn, acquire and develop new knowledge and skills.

This research is conducted by case study with four international strategic alliances between Taiwanese and Russian companies.

The results showed that the main driver determining the propensity of the companies located in the emerging markets to establish strategic alliances is learning intent. More specifically, the companies are willing to acquire partner’s managerial, marketing and production knowledge and skills. Relational capital created between partners, and presented through the existence of trust, communication and openness proved to have a determinant influence on the effectiveness and quality of learning process in the strategic alliances, especially in the context of the emerging markets. However, there is an inverted-U relationship between the learning potential of an alliance and the strength of relational involvement of the alliance partners, who utilize the certain means to prevent the negative effects of over-embeddedness.

The major contributions that were made by the study are the following: the authors made an attempt to synthesize different approaches and investigate what are the primary factors affecting strategic alliances formation and operation in the emerging markets context. The authors extended the previous research by reviewing, not only the impact of the relational capital on the process of learning among the partners in the strategic alliances but also by analyzing the forces influencing the strength of these ties. The authors further investigated whether the continuous strengthening of the relational ties is necessary and always beneficial for the companies.

The purpose of this paper is to establish the effect of top management team (TMT) cultural diversity on firm performance with a framework that considers such an effect from both cost and benefit perspectives. The paper also examines whether and how diversity management mechanisms such as socialisation and tenure may moderate the effect of TMT diversity on firm performance.

Drawing upon two competing perspectives of resource-based view (RBV) and transaction cost economics (TCE), this paper theorises and tests the potential positive and negative effects of TMT cultural diversity on firm performance with 442 publicly listed IT companies in the USA.

The results supported the RBV prediction that TMT cultural diversity enhances firm performance and socialisation strengthens the positive effects of a culturally diverse TMT on firm performance. However, tenure was not found to be important in promoting diversity gains or mitigating diversity costs. By showing clear support for the RBV prediction of the positive impact of TMT cultural diversity and refuting the TCE prediction of the potentially negative effects, this research strengthens the business case for embracing cultural diversity in TMTs.

This paper contributes to the current literature by developing a more balanced framework to deepen our knowledge of how TMT cultural diversity may impact firm performance, and how the use of socialisation and tenure may moderate the TMT cultural diversity–firm performance relationship from both cost and benefit perspectives.