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The Effect of Online Word-of-Mouth, Festival Activities, and Price Subsidy on Online Booking Willingness



The hotel uses Internet word-of-mouth (positive, negative) and festivals (yes, no) at three different prices: high, medium and low, tourism subsidies (yes, no), a total of 3X3X2=18 scenarios of factorial design, using conceptual sampling method to conduct empirical research with students from the hotel department of National Kaohsiung University of Hospitality. The research results show that: (1) 6 hotel evaluation items, including environmental cleanliness, room comfort, staff and services, equipment and facilities, location and location, and cost-effective CP value, are significantly related to the willingness to book rooms on the Internet. Among medium-priced hotels, the correlation between the cost-effective CP value and the willingness to book is the highest; among the low-priced hotels, the correlation between environmental cleanliness and the willingness to book is the highest. (2) Positive word-of-mouth has a significant positive adjustment effect on booking intentions, while negative word-of-mouth has no significant effect. (3) Festival activities have a significant effect on the willingness to book rooms of high/medium price hotels, but the effect on low price hotels is not significant. (4) The travel subsidy has a significant effect on the willingness to book rooms in low- and medium-priced hotels, but the effect on high-priced hotels is not significant.

A Cross–Level Study of Individual Innovation Performance


Keywords: Social Cognitive Theory, Self-Concordance Model, Knowledge Sharing, Organizational Memory, Innovation Performance


Innovation performance has become a source of organizations to obtain sustainable competitive advantages and thus, helping them to achieve better financial performance in the rapid changing era. Prior researches focus on either organization or individual level to explore the relationship between organizational innovation performance and its antecedents. This study integrates the Social Cognitive Theory, Self-Concordance Model and Knowledge Management and applies multi-level approach such as HLM and SEM by considering the effects from individual-level and organization-level, and the potential organization-level variables. We find that self-efficacy, outcome expectation, self-concordance, knowledge sharing, and organizational memory have positive impacts on innovation performance. Meanwhile, the Knowledge sharing has a positive impact on organizational memory and a positive moderating effect on the relationship between self-efficacy and innovation performance as well as a negative moderating effect on the relationship between outcome expectation and innovation performance. Further, we find the knowledge sharing is not a moderator of the relationship between self-concordance and innovation performance.

Resource-Based View or Dynamic Capability Frame? A Discussion on Market Entry Theory of Taiwan SMEs

Kuei-Ying HSU

Keywords: Resource-Based View, Dynamic Capabilities Frame, Small and Medium-sized Enterprises, Entering Foreign Market, Internationalization


The process of internationalization of SMEs is difficult, especially for entering foreign markets (EFM). There are many opinions and theories to explain this phenomenon. However, in explaining the theory of companies EFMs, most of them focus on large companies. Such a theoretical explanation tends to overlook the fundamental difference between small and medium-sized enterprises (SMEs) and large enterprises, and the difference in resource ownership. Recently, the theories explaining the internationalization of SMEs mainly include: Resource-Based View and Dynamic Capabilities Frame. These two theories each have their own advantages in explanation. This study attempts to explain which of the theories for SMEs EFMs is relatively suitable through theoretical explanation and comparison. After theoretical explanation and comparison, the dynamic capability framework is more appropriate to explain the phenomenon of SMEs EFMs. The main reason is that the dynamic capability framework pays attention to external changes and the elasticity of SMEs themselves.

Drivers of Re-Location Decisions in Emerging Markets: Institutional Theory and Springboard perspective

Gia-Long Pham/ Yen-Wei Chen/ Hao-Tse Deng/ Yu-Jui Su/ Chen-Yi Tsai

Keywords: Taiwanese enterprises, Springboard view, Institutional theory, Emerging Market, EMNEs


The investment of Taiwanese enterprises in Southeast Asian countries has been developing vigorously in recent years. Since the China – United States Trade War occurred, investing in Southeast Asian countries has especially become a big issue for Taiwanese firms to consider their plants transferring in order to diversify risk. Vietnam is the place most Taiwanese firms choose among ASEAN countries. Prior researches about Taiwanese firms’ locations selection focused more on one-way transfer from Taiwan to China or from Taiwan to Southeast Asia. This study mainly focuses on location decisions of Taiwanese enterprises who have been transferring from China to Vietnam. Base on “institutional theory” and emerging market’s “springboard view”, this study tries to explore how “formal” and “informal” institutional factors, resulting in “push” and “pull”, have been influencing the decision of Taiwanese enterprises to relocate their factories from China to Vietnam. Using qualitative research and multiple cases study, the information was collected and analyzed from semi-structured interviews conducted in Taiwan, China and Vietnam with top managers from five Taiwanese firms whose plants were in China and lately commit themselves in Vietnam. Expert validity and triangle verification of secondary data enhance the reliability and validity of the study. Based on the results of the data analysis, we understand more practically the thinking direction of transnational investment, which will help us figure out the decision-making factors of the global location selections of Taiwanese enterprises in the globalization era. Finally based on the research results, the research conclusion and practical implications are discussed, and future research directions are proposed.