We try to understand people’s mental and behavior by discussing the relationship between novels preference and investment behavior of individual investors of stock markets in this thesis ; Basing on behavioral finance studies,we found that humans would change their attitude of risk and return when the environment is different ; on the other side,research on investment psychology also indicates that psychological effects of market returns on investment benefits are significantly related.

We study the relationship between novels preference and investment behavior of individual investors in stock market by issuing questionnaires on the internet across three different region: Taiwan, Hong Kong, Macau, Singapore and Malaysia in this thesis by using basic statistics analysis, factor analysis, cluster analysis, analysis of variance ANOVA test and Chi-square test as the analyzing tools. The result shows that the correlation between novels preference, demographic variables, transaction statistical variables and investment character were significant which leads to specific investment bias and disposition effect.

We hope the result can help investors to review their own novels preference corresponding to the investment style which cause investment bias and disposition effect as a measure of their personal investing bias, creating a better investment performance.

In recent years, a growing number of transnational marriage migration in many Asian countries reflects the phenomenon of globalization. Taiwan government legally opened the gates for migrants in 1989. It is no doubt that Taiwan is one of the Asian countries which have a rapidly increasing of immigrant women have moved to Taiwan through commercially arranged marriages. This study aims to give the insight view of the challenges that these women faced when they migrate to Taiwan and the strategies they employed to adapt to Taiwanese culture. Twelve married Vietnamese women living in Taiwan were interviewed to share their personal experiences of adaptation process in Taiwan. These interviews were analyzed using the grounded theory approach to develop themes to understand and interpret the data. The findings not only reveal that the research participants experienced a number of adaptation challenges, but also explore the strategies they employed to settle, integrate and belong to the host country. Based on the study results, this paper also offered several implications for social policy.

Many countries, as a result, has been focusing on promoting creative sector in order to develop new product and service, Taiwan is one of those country. Taiwan pays attention from large-scale manufacturing to the drive by knowledge, innovation, and creativity; these factors help improving Taiwan’s industrial competitiveness and advantage. This study examines to quantify the extent to which Taiwan has a comparative advantage in the creative industries. To study Taiwan’s competitiveness and its progress two widely used indexes are calculated: revealed comparative advantage (RCA) and revealed symmetric comparative advantage (RSCA). The results show that Taiwan has comparative advantage in art crafts, new media and performing art. Especially art craft products.

Network and information industry affect country’s competition, whether top managers of those firms pursuit their private benefits by using capital expenditure (CAPEX) are very important to those firms and the country. Based on this, this study explores panel data from 2006 to 2016 to investigate the CAPEX, cash inflow and insider share ownership ratios of the listed companies in Taiwan network and information industry. This paper finds that the cash flow is significantly and positively related to their CAPEX, and the influence of cash flow on the CAPEX increases as their insider share ownership ratio (top managers) increases. These results are inconsistent with the Agency Costs of Free Cash Flow theory, but consistent with the asymmetric information theory. The empirical results showed that the companies with relatively low Cash Inflow and relatively high Insider Share Ownership (shareholdings) Ratios could experience asymmetric information problems, leading to managers proposing opposite investment strategies to investment opportunities.

This study examines the effect on capital expenditure decision by corporate governance. The sample are quarterly capital expenditures of electronic and non-electronic industry firms listed in Taiwan, during the sample period from 2011 to 2014. We test the effect of corporate governance on investment decision by employing panel data regressions which consists of variables such as firm’s investment opportunity, board structure and ownership structure.

In the electronics industry, shares of managers has a negative relation with capital  expenditure, the size of board and institutional investors have a significantly negative correlation with capital expenditure. In the none-electronic industry, the size of board and shares of managers have a positive relation with capital expenditure, the relation between the size of companies and capital  expenditure has a significantly positive correlation.

This research sampled data from USA 4 big index, Dow Jones Industrial Average Index, NASDAQ Composite Index, S&P 500 Index, PHLX Semiconductor Index, Technical Analysis, research during 2010 to 2016. First collect stock price data and calculation technical analysis, and then use GM(1,1) to whiten the original data, and use original data and written data into ADF test inspect whether stable sequence , and then proceed Granger causality test and VAR, To explore between on stock return and technical analysis causal relationship and interactive structure.

The before and after whiten data has causal relationship with technical analysis, but whiten date appear more causal relationship, and before and after whiten data has interactive structure with technical analysis, this research founds, technical analysis can prediction the USA stock market, this study doesn’t support a weak-form efficiency market hypothesis in the USA stock market.

In this thesis ，we try to understand people’s mental and behavior by discussing the relationship between novels preference and investment behavior of individual investors in stock market ; base on behavioral finance studies，we found that humans would change their attitude of risk and return when the environment is different ; on the other side，research on investment psychology also indicates that psychological effects of market returns on investment benefits are significantly related.

In this thesis，we study the relationship between novels preference and investment behavior of individual investors in stock market by issuing questionnaires on the internet across three different  region（Taiwan，HongKong&Macau，Singapore&Malaysia) using basic statistics analysis，factor analysis，cluster analysis，analysis of variance ANOVA test and Chi-square test.The result shows that the correlation between novels preference， population and trading variables，investment styles were significant which leads to specific investment bias and disposition effect.

We hope the result can help investors to review their own novels preference corresponding to the investment style which cause investment bias and disposition effect as a measure of their personal investing bias，creating a better investment performance.

This research examines traditional agriculture transformation using Aquaponics as an example of disruptive change of industry. Based on Industrial Organization theory we analyze the selection of value chain activity, key success factors, business model of the disruptive change and its difference from traditional agriculture. The empirical study mainly uses qualitative methodology and case study to interview in-depth the owner of three cases i.e. Huang Tien Yu, Chu Hsien Lin, and Hsih Yuan farms. By Contents Analysis of interview we found that traditional agriculture is facing disruptive change such as Aquaponics implying redefining agriculture and its boundary. In addition the value chain activity, key success factors, and business model of Aquaponics differs from traditional agriculture.

The traditional agriculture emphasized input and transformation activity in value chain, however the disruptive change shifts and extends to marketing, sales, distribution channel, customer services, and value added services. Three types of disruptive change can be identified such as production, experiencing, and service Aquaponics stressing on different value activity. Under the framework of Industrial Organization Model (Structure-Conduct-Performance) the key success factors of disruptive change in the external environment (S) are technic, market demand, economic growth, environmental protection, specific market segmentation, product and value proposition, and ability to differentiate such as fertilizer, experiencing, and input materials’ certification. The success factors in the organization (C) lie in the competences of strategic direction, marketing and distribution channel, resources and problem solving, special capability, and entry barriers. The success factors in the organization performance (P) are reputation and operational excellence. Varying from traditional agriculture the business model of disruptive change focuses on specific market segment and incomplete competitive market, a daily live produce and value proposition of environmental protection, extended and shifted value chain activities to customer value added services, shorter and virtual distribution channel, less subcontracting, differentiating in delicate and anti-pesticide production by lattice greenhouse, service revenue as the main income, and value orientation.

We suggest that the disruptive change should increase network cooperation, focus on the most differentiating activities, recognize its key success factors and build a business model to manage this new industry, institutionalize change, and measure performance.

The traditional Confectionery industry encounters the pressure of transformation due to environment dynamics i.e. social structure and customer behavior change. The transformation of Confectionery industry includes changes of industrial value chain activity and business model. This research uses the Balanced Scorecard as theoretical framework of the key success factor and Analytical Hierarchical Process to measure the importance of value activities and their key success factors in this industry. Twenty experts of the academia, the government agency, and the Confectionery industry were interviewed and found that the most important value activity of Confectionery industry in Taiwan is Marketing and Channel activities accounting for 33.1%, Food Source Development activities accounting for 27.3%, Manufacturing activities accounting for 23.2%, and Consumer activities accounting for 16.5%.

The capability required of Food Source Development activities is internal process (33.0%) and learning and growth (28.8%), focusing cognition and innovation. The key success factors of the Food Source Development activities are food safety, brand image, quality management, standard operating procedures, product positioning, innovation and knowledge management. Its business model is “Efficient and innovative orientation”. In the Manufacturing activities the required capability is internal process (33.3%) and customer (25.6%). The key success factors of the Manufacturing activities are market growth rate, risk response, food safety, quality management, standard operating procedures, innovation and knowledge management. Its business model is “Cost and efficient orientation”. In the Marketing and Channel activities the required ability is customer (37.0%) and internal process (24.4%). The key success factors of the Marketing and Channel activities are market growth rate, food safety, brand image, quality management, innovation and knowledge management. Its business model is “Cost and value orientation”. In the Consumer activities the required ability is customer (41.7%). The key success factors of the Consumer activities are market growth rate, food safety, brand image, quality management, innovation and knowledge management. Its business model is “Value orientation”.

This research suggests the Confectionery industry should focus on food safety and develop safe and reliable food ingredients in addition to marketing activities. The capability and key success factors should comply with the focused value activity. In response to the market and consumer dynamics, the industry should continue restructuring its key success factors and capabilities to create a new business model in order to be competitive and sustaining.

Taiwan’s dining options are becoming more and more diversified. Starting from around 2012, many popular cartoon characters such as Snoopy, Lara Bear, Gudetama, Kumamoto Bears, and other well-known cartoon characters are authorized their famous characters to theme restaurants to occupy a seat under the highly competitive restaurant industry.The cartoon character theme restaurants use a large number of cartoon characters and the decoration, lighting, music and menu of the restaurant, all provide customers a distinctive dining experience, therefore improve customer satisfaction. This study examined the customer satisfaction of the cartoon theme restaurant from the perspective of consumer experience by applied Schmitt (1999) experiential marketing module of “sense”, “feel”, “think”, “act” and “relate”. From the empirical study, it is found that: (1) The five dimensions of the experiential marketing module have a significant effect on customer satisfaction, and with the effect of “relate experience” is the greatest, “feel experience” is the second and then the “act experience” and “think experience”. As for the “sense experience” have minimal effects on the customer satisfaction. (2) There are significant differences in overall satisfaction among consumers’ “age” and “monthly income”. Among those of consumers with “younger than 20 years old” and “monthly income $ 20,000 and less” have higher overall customer satisfaction on the cartoon character theme restaurants.

The behavior of construction industry is influenced by external environment. However the behavior of construction industry is not always rational as expected, in particular high vacancies accompanied with rising housing price or continually increasing approvals and completions. This research based on the Industrial Organization theory examines the behavior of construction industry. A Pooled Cross- Sectional Time-Series of 20 cities and counties in Taiwan during 2006-2015 accounted for 200 observations is studied. Through Ordinary Least Square Regression (OLS) and Two Stage Least Square Regression (2SLS) we found that the construction behavior showed group irrationality and influenced by external environment and events. In addition home buyers also appeared group irrationality in demand side. As a whole, construction industry or real estate market will return basic stressing housing value and differentiation. We suggest that developer should consider environmental or competition dynamic avoiding group irrationality. Also housing buyers should analyze market and industry to counter individual and group irrationality such as herding.

In view of the high proportion of the two types of projects like as public or society and art or design on the Taiwan fund raising platform, it is necessary to explore whether the two project types have the effect on behavioral intention of sponsors or not. This study empirically examines the relationship between content identity and behavioral intention on the crowd funding platform under mediator of feedback expectation, comparing between two above kinds of project. A total of 291 valid respondents were surveyed and data were analyzed by regression, path analysis and multi-group comparison method. The findings show that (1) Women who have higher monthly income and accessing online crowd funding experiences have more feedback expectation and higher behavioral intention. (2) Content identify has a significant effect on behavioral intention and has higher willingness to sponsor with the project of art or design. (3) Feedback expectation plays as mediation role between content identity and behavioral intention. In addition, public or society project has higher sponsorship than art or design project when receiving feedback expectation. This study suggests that the higher of content identity, higher feedback expectation will have higher behavioral intention of sponsors for crowd funding activity. But sponsors will have different interest with different types of project.

Narrative Strategy Story is a dynamics theory in Strategic Management, and our researches are started from the research about strategic change in 2010. This concept emphasizes the connection between different strategies in different period.

In this paper, we focuses on discussing the type of narrative strategy story from the perspective of Taxonomy, complying Taxonomy to systematically classify 17 cases, allocate and explore the logic of Narrative Strategy Story by organizing and charting them. We hope that by analyzing those cases, the development of Narrative Strategy Story can be more complete, and help entrepreneurs with clear logics to make decisions.

In this study , the resource-based theory（Barney , 1991）and the dynamic capabilities view（Teece et al., 1997）are used to investigate the impact of the types of strategic alliances on the firm’s innovation performance . The main research objects are TSEC/OTC-listed firms in the high-technology industry (semiconductor, eletro-optics, and computer peripheral industries) during the period from 2012 through 2014 in Taiwan. Using the analysis of panel data, this study investigates the effect of the types of strategic alliances on firm innovation performance.

This study classified the types of strategic alliances as R&D alliances, marketing alliance, one-to-one alliances, one-to-many alliances, international alliances. Results show that : （1）. One-to-many alliances have the significant positive effect upon innovation performance ; （2）International alliances have the significant positive effect upon innovation performance ; （3）A firm’s R&D capability positively moderates the relationship between R&D alliance and the firm’s innovation performance; that is, when a firm’s R&D capability is stronger, engaging in R&D alliances is positive related to the firm’s innovation performance ; （4）A firm’s R&D capability positively moderates the relationship between marketing alliance and the firm’s innovation performance; that is, when a firm’s R&D capability is stronger, engaging in marketing alliances is positive related to the firm’s innovation performance.

Farm tourism is consisted of several interrelated factors and elements. It combines traditional agriculture/rural life, as well as sightseeing activities consistent with characteristics of tourist destinations. The aim of this study is to design effective marketing strategy taking the concept of co-branding on how to design effective farm as a destination offers visitors meaningful experiences. Thus, attract more visitors to participate in farm tourism. A total of 706 useable questionnaires were collected. Three major findings of this study were revealed: (1) farm advocates image recognition with tourists is the same, higher optimal mating rate of the imagery and activities on the farm. Compared to farm advocates image recognition is not the same as with tourists, visitors prefer to travel again and recommend others, purchasing products, stay longer and cost more. (2) farm advocates the same images, and visitor admission, farm images and experience the best pairing the same proportions and visitors in different farms has had a very positive reaction (e.g., recommend others, stay for a longer time). This study suggests that: (1) suitability of different brands and more consistent than common brand can have a positive effect, and visitors positive response, (2) farms in the context of limited resources, most choose to sacrifice quality of experience activities (such as the reduction of manpower) to save money, in fact, is not wise in the long run.

This paper mainly discusses the impact of M&A motives and M&A types on M&A performance of Taiwan’s high-tech firms. The research data are taken from firms and its subsidiaries listed in the Taiwan electronics industry. The data used are from the Taiwan Economic News M&A transaction database and Public information observatory, from 2008 to 2011 for the study period. According to the relevant literatures, this paper puts forward the scope, methods and arguments of this research, and then establishes the research design, then collects the data, organizes the samples and makes the analysis. Finally, the conclusions and suggestions are put forward.

High dispersion of online word-of-mouth is commonly encountered when customers seek for information to eliminate post-purchase dissonance after consumptions. However, opposite predictions were obtained in literature on how consumer response to dispersion of online word-of-mouth. Some research suggests that because people weight negative information more heavily, higher dispersed online word-of-mouth decreases product evaluation, resulting in greater post-purchase dissonance. Conversely, some other studies maintains that higher dispersion of online word-of-mouth enhances information credibility and product favorability, consequently reduces post-purchase dissonance. In order to resolve the controversial results in previous research, the current study proposes that the relationship between post-purchase dissonance and dispersion in online word-of-mouth is moderated by product type and shopping value. To examined formulated hypotheses, a 2 (dispersion of online word‐ of‐ mouth: high vs. low) × 2 (product type: search vs. experience) × 2 (shopping value: hedonic vs. utilitarian) experimental design was employed. The results showed that when engaging in utilitarian consumption for search goods, higher dispersion of online word‐ of‐ mouth increases post-purchase dissonance. In contrast, higher dispersion of online word‐of‐mouth decreases post-purchase dissonance for hedonic consumption when consuming search goods. On the other hand, when shopping experience goods, post-purchase dissonance is increased corresponding to higher dispersion of online word‐of‐mouth for both utilitarian and hedonic consumption and this effect is stronger in the situation of utilitarian than hedonic consumption.

In recent years, Management of the University in Taiwan was becoming serious and the university must pay more attention to brand marketing. Especially network science and technology progress, through the most well-known community management platform——Facebook fanpage to do marketing school image and the main tool for delivering messages. This research will be A Case Study of the Facebook fanpage——NanFengas the research object, take a dynamic view to describe the fan page development context to use Social Media how to impact on school management, and discuss Facebook Fan page business strategy.