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GBRJ’s-2018 Taiwan Conference Proceedings

December 21-22, 2018, Taipei-Taiwan.

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GBRJ’s-2018 Taiwan Conference Proceedings!

21st Asia-Pacific Conference on Global Business, Economics, Finance & Social Sciences (AP18Taiwan Conference) Theme: Towards a Knowledge-based Economy!

Nurturing Talent, Innovation & High-Quality Research!!

& International Conference on Marketing, Tourism & Hospitality

(MTC18Taiwan Conference) Theme: Emerging Paradigms in Marketing Research!

& International Conference on Education, Teaching & Learning

(ICE18Taiwan Conference) Theme: Towards a Knowledge-based Economy!

Nurturing Talent, Innovation & High-Quality Research!!

December 21-22, 2018

Venue: Pacific Business Center, Taipei-Taiwan

Greater Vision Conferences & Seminars Organizing,

Dubai - UAE

Global Business Research Journals, Greater Vision &

J.A. Alpha Business Research & Publishers Pvt. Ltd.,



ii www.globalbizresearch.org

Conference Team Dr. Elango Rengasamy, Honorary Director

Ms. Dhanapackiam, Conference Coordinator

Ms. Aarthy, Conference Secretary & Events Coordinator

Ms. Priya Kala, Conference Secretary & Events Coordinator

Ms. Lavanya, Editorial Assistant

Ms. Keerthiga, Editorial Assistant

Mr. Benker Dinesh, Launch Web Dreams

Chair - Technical Sessions Prof. Dr. Lih-Ching Chen Wang, Cleveland State University, USA.

Dr. Chih-Wei (Fred) Chao, The University of Newcastle, Australia.

Dr. Araya Ariya, Lampang Rajabhat University, Thailand.

Dr. Chi Keung Marco Lau, University of Huddersfield, UK.

Scientific Advisory & Review Board Prof. Adolfo Ricardo Guaman G, Technical University of Ambato, Ecuador

Dr. Alison Lui, Liverpool John Moores University, UK

Dr. Ameneh Sedighian Bidgoli, Iranian Institute of Social and Cultural Studies, Iran

Dr. Ana-Maria Sandica, Bucharest Academy of Economic Studies, Romania

Dr. Anastasios Zopiatis, Cyprus University of Technology, Cyprus

Dr. Asst. Prof. Duong Van Bao, Vietnam Maritime University, Vietnam

Dr. Burcu Kapar, American University in Dubai, UAE

Dr. Chintan Joshi, College of Banking & Financial Studies, Oman

Dr. Dalia M. Ibrahiem, Cairo University, Egypt

Assoc. Prof. Dr. Huseyin Cetin, Necmettin Erbakan, Turkey

Dr. Jian Ming Luo, City University of Macau, Macau

Assoc. Prof. Laura Diaconu Maxim, Alexandru Ioan Cuza University of Iasi, Romania

Dr. Mohammed Abusharbeh, Arab American University, Palestinian Territories

Dr. Nditsheni Emmanuel Tshikwatamba, National School of Government, South Africa

Prof. Nuran Bayram, Uludag University, Turkey

Prof. Rozenda Hendrickse, Cape Peninsula University of Technology, South Africa

Prof. Dr. Serpil Aytac, Uludag University, Turkey

Dr. Vu Thi Minh Ngoc, National Economic University, Vietnam

Prof. Will Quilliam, Florida Southern College, USA

Prof. Yoo-Shik Yoon, KyungHee University, Korea (South)

Dr. Zainab Dabo, Kaduna State University, Nigeria



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List of Participants

ID Name University Country

W812 Ms. Sivmey Thai Royal University of Phnom Penh Cambodia

W813 Ms. Sokheng Phuong Royal University of Phnom Penh Cambodia

W814/35 Dr. Muhammad Ahmadin Sullivan University USA

W815 Dr. Araya Ariya Lampang Rajabhat University Thailand

W839/40 Ms. Huimin Wang Yeungnam University Korea (South)

W843 Mr. Carlos Eduardo Sanchez Rojas National Taiwan Normal University Taiwan

W845/47 Dr. Bernard Lim Jit Heng INTI International University Malaysia

WE817 Prof. Dr. Lih-Ching Chen Wang Cleveland State University USA

WE832 Ms. Sarah Otanga National Taiwan University of

Science and Technology

Taiwan

WH819 Ms. Yulun Liu Chinese Culture University Taiwan

WM807/20 Dr. Chi Keung Marco Lau University of Huddersfield UK

WM821 Dr. Chih-Wei (Fred) Chao The University of Newcastle Australia

WM823 Dr. Anastasios Zopiatis Cyprus University of Technology Cyprus

WM816 Mr. Shrisha S National Institute of Technology,

Karnataka

India

W827 Prof. V.Balachandran Alagappa University India

Global Business Research Journals www.globalbizresearch.org

Journal of Emerging Issues in Economics, Finance and Banking (ISSN 2306-367X) (Impact Factor: 1.485)

Global Journal of Contemporary Research in Accounting, Auditing and Business Ethics (ISSN 2311-3162)

(Impact Factor: 1.265)

Global Journal of Emerging Trends in e-Business, Marketing and Consumer Psychology (ISSN 2311-

3170) (Impact Factor: 0.926)

Global Review of Research in Tourism, Hospitality and Leisure Management (ISSN 2311-3189) (Impact

Factor: 1.218)

International Journal of Recent Advances in Organizational Behaviour and Decision Sciences (ISSN

2311-3197) (Impact Factor: 0.861)

International Review of Research in Emerging Markets and the Global Economy (ISSN 2311-3200)

(Impact Factor: 1.369)

International Journal of Research in Teaching, Learning, Creativity & Technology (IJRTL)

http://www.globalbizresearch.org/



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Conference Papers

Paper ID. Paper Title Page No

Finance, Accounting & Banking

W814

The Effect of Corporate Environmental Conduct on Systematic and Idiosyncratic Risk: Muhammad Ahmadin, Sullivan University, USA, Michael Reed & John K Schieffer, University Kentucky,USA.

1

W835 The Effect of Corporate Environmental Conduct on Systematic Risk: Muhammad Ahmadin, Sullivan University, USA, Michael Reed & John K Schieffer, University Kentucky,USA.

2

Global Business, Economics & Sustainability

W812

Consumer Adoption of E-Wallets: A Study of Millennials at the Institute of Foreign Languages, Cambodia: Fenchi Melissa, Cheng National Open University, Taiwan, R.O.C, Chamroeun, Khim & Sivmey, Thai, Royal University of Phnom Penh, Cambodia.

3

W813

Factors Influencing on Consumers’ Digital Payment Adaptation- A Comparison of Technology Acceptance and Brand Knowledge : Fenchi Melissa, Cheng, National Open University, Taiwan, R.O.C, Sambath, Phou & Sokheng, Phuong, Royal University of Phnom Penh, Cambodia.

4

W815 Stock Forecasting by Association Rule Mining: Araya Ariya, Chitchanok Wongkhrua, Kanyarat Chaisongkram,Prasert Youngpaknam & Chiraprapa Khamratch, Lampang Rajabhat University, Thailand.

5

W840 Ubiquitous Connectivity on Intention to Use SNS: Kyungtag Lee, Minnyun Kim & Huimin Wang, Yeungnam University, Republic of Korea.

6

WM820

How do Bribes Offered by Firms to get an Electricity Connection Related to Firms’ Performance? Chi Keung Lau, Nicholas Apergis, Arusha Cooray & Neelu Seetaram, University of Huddersfield, United Kingdom.

7

Management & Marketing

W827 CSR for Societal Sustenance - A Study with Reference to Selected Companies in Tamil Nadu: V. Balachandran, Alagappa University, India.

8

W839 Analysis of Influencing Factors of Mobile Social Network Game Continuous Use Intention: Wang Huimin & Lee Kyungtag, Yeungnam University, Republic of Korea.

9

W843

Intercultural Communication Competence: A Study of the Practices of Coffee Business Managers from Nicaragua affiliated to the Central America Trading Office: Carlos Eduardo Sánchez Rojas, National Taiwan Normal University, Taiwan.

10

W845 What Motive Consumers’ to Try Genetic Modified Food? An Empirical Study from Malaysia: Phuah Kit Teng, Bernard Lim Jit Heng & Siti Intan Nurdiana Wong Abdullah, INTI International University, Malaysia.

11

W846 Does Confidence Mediate or Predict Consumers’ Purchase Intention towards Halal Poultry? Phuah Kit Teng, Bernard Lim Jit Heng & Siti Intan Nurdiana Wong Abdullah, INTI International University, Malaysia.

12

W847 Exploring the Gap between Knowledge, Attitude and Responsible Environmental Behavior Intention towards Marine Parks in Malaysia:

13



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Siti Intan Nurdiana Wong Abdullah, Phuah Kit Teng & Bernard Lim Jit Heng, INTI International University, Malaysia.

WH819

The Impact of Corporate Social Responsibility Cognition of Employees in the Five-Star International Tourism Hotel on His/Her Service Behavior: The Mediating Effect of Organizational Justice: YULUN LIU & CHIENWEN TSAI, Chinese Culture University, Taiwan.

14

WM807 Assessing the Resilience of the Australian Tourism Industry against Uncertainty, Risk and Fear: Chi Keung Lau, Nicholas Apergis, Arusha Cooray & Neelu Seetaram, University of Huddersfield, United Kingdom.

15

WM816 Perception of Demand and Innovation Capability of Indian Msmes: Srinivasan Shrisha & Kunjangad Kiran, National Institute of Technology, Karnataka, India

16

WM821 Measuring Vicarious Innovativeness for New Consumer Electronic Product Adoption: Chih-Wei (Fred) Chao, The University of Newcastle, Australia.

17

WM823 An In-Depth Investigation of the ‘All Inclusive’ Economics: Anastasios Zopiatis, Cyprus University of Technology, Cyprus.

18

Education

WE817 Technological Tools in Chinese Language Instruction: Lih-Ching Chen Wang, Cleveland State University, USA & Hsiao-Ching Wang, An-Xi Primary School, Taiwan.

19

WE832 International Graduate Students’ Experiences with Online Tutoring Learners in Remote Areas: Sarah Otanga & Cathy Weng, National Taiwan University of Science and Technology, Taiwan.

20



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The Effect of Corporate Environmental Conduct on Systematic and

Idiosyncratic Risk

Muhammad Ahmadin,

College of Business Administration,

Sullivan University, Lexington, Kentucky, USA.

E-mail: [email protected]

Michael Reed,

College of Agricultural, Food and Environment,

University Kentucky, USA.


John K Schieffer,


University Kentucky, USA.


Abstract

This study attempts to determine if a firm’s environmental performance affects its future

systematic and idiosyncratic risks. Systematic risk measures an individual stock’s volatility

relative to the market price. Idiosyncratic risk measures an individual stock’s volatility

independent from the market price. We studied 500 largest public firms in the United States.

We looked into environmental performances using the Newsweek Green Ranking’s and the firm

financial and stock performances. The results show significant evidence of a non-linear

relationship between green variables and systematic (market) risk. The shape of the

relationship for green ranking (GR), for example, is U-shape. This means that for the firms in

the bottom rank, improving rank will lower systematic (market) risk, and for the firms in the

top rank improving rank will increase systematic (market) risk. On average the marginal effect

for the firms in the bottom and top 25 firms are -0.2% and 0.09% respectively. Similarly, the

results also show significant non-linear relationships between environmental variables and

idiosyncratic risk. In the case of green ranking, for example, it has U-shape; for the firms in

the bottom rank, improving green ranking will lower idiosyncratic risk and for firm in the top

green ranking, improving green ranking will increase idiosyncratic risk. On average the

marginal effect for firm in bottom and top 25 firms are -0.4% and 0.2% respectively.

___________________________________________________________________________

Key Words: systematic risk, idiosyncratic risk, corporate environmental conduct, Newsweek

Green Ranking

JEL Classification: G41, Q51, Q56

mailto:[email protected]






The Effect of Corporate Environmental Conduct on Systematic Risk

Muhammad Ahmadin,

College of Business Administration,

Sullivan University, Lexington, Kentucky, USA.


Michael Reed,

Department of Agricultural and Applied Economics


University Kentucky, Lexington, Kentucky, USA.


John K Schieffer,

Department of Agricultural and Applied Economics


University Kentucky, Lexington, Kentucky, USA.


Abstract

This study attempts to determine if a firm’s environmental performance affects its future

systematic risks. Systematic risk measures an individual stock’s volatility relative to the market

price. We studied 500 largest public firms in the United States. We looked into environmental

performances using the Newsweek Green Ranking’s and the firm financial and stock

performances. The results show significant evidence of a non-linear relationship between green

variables and systematic (market) risk. The shape of the relationship for green ranking (GR),

for example, is U-shape. This means that for the firms in the bottom rank, improving rank will

lower systematic (market) risk, and for the firms in the top rank improving rank will increase

systematic (market) risk. On average the marginal effect for the firms in the bottom and top 25

firms are -0.2% and 0.09% respectively.

Key Words: systematic risk, corporate environmental conduct, Newsweek Green Ranking

JEL Classification: G41, Q51, Q56




Consumer Adoption of E-Wallets: A Study of Millennials at the

Institute of Foreign Languages, Cambodia

Fenchi Melissa, Cheng,

Department of Business and Department of Public Administration,

National Open University, Taiwan, R.O.C.


[email protected]

Chamroeun, Khim,

Information Technology Center,

Royal University of Phnom Penh, Cambodia.


Sivmey, Thai,

International Business Management (IBM) Department,



___________________________________________________________________________

Abstract

While the use of smartphones with the availability of the Internet access is exponentially

increasing among Cambodian people, the popularity of the electronic payment method is the

focus of the investigation. The facts are that the Cambodian millennials are very keen to absorb

information technology and also willing to take some risk of using the mobile applications.

Therefore, the purpose of this study is to explore the consumer adoption of the electronic wallet

(e-wallet) among Cambodian millennials who are undergraduate students at the Institute of

Foreign Languages. We focus on (1) the adoption status of e-wallets, (2) the acceptance of e-

wallets, (3) the preference for e-wallets, and (4) the challenges in using e-wallets. The overall

result of our study shows that the respondents have very positive opinions toward the e-wallet,

which lead to the recommendation that the e-wallet technology can stand a chance in the

Cambodian market.

___________________________________________________________________________

Key Words: e-wallet, millennials, acceptance, adoption, resistance.





Factors Influencing on Consumers’ Digital Payment Adaptation- A

Comparison of Technology Acceptance and Brand Knowledge

Fenchi Melissa, Cheng,

Department of Business and Department of Public Administration,

National Open University, Taiwan, R.O.C.


Sambath, Phou,




Sokheng, Phuong,




___________________________________________________________________________

Abstract

Nowadays, practice of digital payment services have boomed in numbers in Cambodia causing

more opportunities for foreign investments. However, digital payment is quite difficult for

Cambodian users to adapt as it is the advanced technology payment solutions. Consequently,

while some companies succeed, some failed. Apparently, this research aims to investigate

factors that influence consumer digital payment adaptation. In addition, the research also

develops and tests a conceptual model of digital payment adaptation by integrating Technology

Acceptance Model (TAM) and Brand Knowledge which were supported by Theory of Reasoned

Action (TRA). A structural equation model tests data collected from consumers (n=301) who

have experienced in using any digital payment services in Phnom Penh. The empirical results

show full support for the effect of TAM including perceived ease of use and perceived of

usefulness, and Brand Knowledge including brand awareness and brand image on attitude

toward technology acceptance, in which leads to the influence on intention to use digital

payment. Significantly, our study provides some implications for investors and managers to

improve consumer’s adaptation in using digital payment services.

___________________________________________________________________________

Key Words: Digital payment, Theory of Reasoned Action, Perceived ease of use, Perceived of

usefulness, Brand awareness, Brand image




Stock Forecasting by Association Rule Mining

Araya Ariya,

Faculty of Management Science,

Lampang Rajabhat University, Thailand.


___________________________________________________________________________

Abstract

Association rule discovery is one of the core tasks of data mining. It uses to discover the

relationship between itemset which occurs simultaneously. There are many research papers

apply association rule discovery in many fields. As same as this paper, the objective of this

study is to apply association rule mining for stock market forecasting. Everybody always knows

that investing in stocks is a risky business. Many investors are the winner, and many are the

loser. To help investors reduce the risk of looser, this paper is designed and tested for stocks

forecasting using association rule mining. The data used is the time-series stock data from the

website of the stock exchange of Thailand (SET). Eight groups of stock are selected to test with

this method: financial, aggro-industry, consumer product, service, properties & construction

industry group, resource, technology and industry. Each group is randomly selected for four

sample stocks. The experimental results show the rule of pair stocks which rise or down prices

together and inverse price together.

___________________________________________________________________________

Key Words: stock markets, association rule mining, data mining

JEL Classification: C 19, G13, G 14




Ubiquitous Connectivity on Intention to use SNS

Kyungtag Lee,

School of Management,

Yeungnam University, Republic of Korea.


Minnyun Kim,




Huimin Wang,




___________________________________________________________________________

Abstract

This study attempts to investigate antecedents of continuance intention to use SNS for

sustainable participation. We studied the effects of ubiquitous connectivity, enjoyment, social

presence, and intimacy on intention to use for sustainable SNS participation. There are several

findings as follows. First, as we hypothesized, ubiquitous connectivity affects enjoyment. The

result implies that ubiquitous connectivity is an important factor of creating enjoyment in the

context of SNS use (Choi, 2016). Ubiquitous connectivity made it possible to connect with

others at anytime and anywhere and it became possible for people to get enjoyment through

communication with others. The result also shows that enjoyment positively influences

continuance intention to use SNS for sustainable participation. This result implies that the user

consider revisiting SNS for hedonic purpose, because the SNS can be regarded as pleasure-

oriented, which is used for fun and pleasure.

___________________________________________________________________________

Key Words: ubiquitous connectivity, social presence, enjoyment, intention to use SNS. JEL Classification: M 30, M 31




How do Bribes Offered by Firms to get an Electricity Connection

Related to Firms’ Performance?

Chi Keung Marco Lau,

University of Huddersfield, UK.


___________________________________________________________________________________

Abstract

The goal of this paper is to investigate how the firms’ revenues, sales and productivity is

affected by giving bribes/payments to get an electricity connection. We use OLS, quantile

regression and IV quantile regression analysis. OLS estimates document a negative effect on

sales and productivity and a positive impact on profitability, while the quantile regression

estimates illustrate a negative effect on sales across all quantiles and a positive effect on

productivity at the lower quantile.

___________________________________________________________________________

Key Words: bribes, firm sales, firm productivity, firm profits, OLS, quantile regression

JEL Code: O11





CSR for Societal Sustenance - A Study with Reference to Selected

Companies in Tamil Nadu

V. Balachandran,

Dean Faculty of Management,

Alagappa University, India.

Email: [email protected]

___________________________________________________________________________________

Introduction: Social responsibility is an integral part and an obligation of business to society.

Social responsibility implies commitment and answerability to the society. It simply means

that giving back to the society what one gets from it. It is more of moral and ethical concept.

The changing dimensions of business activity necessitated improvement in quality of life in

society. The most important parameter for justifying the need for CSR is whether companies

adopt ethical business practice in order that they deliver quality goods at fair prices to their

consumers and really contribute to the development of our nation by paying taxes due to the

Government honestly. Further, transparency and accountability are the perspectives that are

required to prove that the companies have been adopting ethical business practice.

Objectives: The main objective of the study is to analyze the initiatives undertaken by the

sample corporate/companies in promoting the interest of various stakeholders of the concern

particularly the society and environment.

Methodology: The research study is descriptive and based on the sample survey method. Both

primary and secondary would be collected to strengthen the data base. It is proposed to select

a few manufacturing companies like chemical companies, leather companies, cement

companies and other polluting concerns by adopting judgment sampling.

Plan of Action: collection of appropriate literature for review so as to identify the research

gaps, framing of questionnaire as a data collection tool and to conduct pre-test and pilot study

for continuing data collection, Data analysis with the help of statistical tools and to finalize

report structure for submission to the authorities concerned.

Outcome: It is possible to bring it to the knowledge of the Policy makers the amendments to

be added in the Companies Act, 2013 with respect to CSR activities/framework and to review

the extent of sharing of burden of Government by the corporate sector towards upliftment of

downtrodden society. It is also expected that the Policy Planners may design the structure and

process of speedy implementation of various CSR activities so as to ensure that the benefits

reach the common man towards their enhanced standard of life.




Analysis of Influencing Factors of Mobile Social Network Game

Continuous use Intention

Wang Huimin,

School of management,

Yeungnam University, Korea.


Lee Kyungtag,

School of management,

Yeungnam University, Korea.


___________________________________________________________________________

Abstract

In March 2018, the International Olympic Committee (IOC) states that the ‘Competitive’ e-

sports project can be considered a sports event for the Olympic Games. The Asian Games in

Indonesia, also known as 'The Courage of the Arena', has officially become an e-sports

competition this year. Sports games are an important way of relieving stress in a modern

society, and they are increasingly favoured by many individuals. Thanks to the popularity of

mobile phones and the establishment of the social networking system (SNS), the communication

between people has become more diverse, one of which is to establish social relationships

through mobile social network games (MSNGs). From the perspective of game developers, a

game needs to be continuously used by players to generate significant revenues. The present

study focuses on the social characteristics of MSNGs and analyses their positive impacts in

terms of the perceived enjoyment and concentration. The survey results show that the social

presence of mobile games, which are connected to the SNS, makes it easier for players to enjoy

and concentrate on the games, thus creating a positive attitude towards the games and resulting

in their continuous use.

___________________________________________________________________________

Key Words: MSNGs, Social Presence, Perceived Enjoyment, Concentration




Intercultural Communication Competence: A Study of the Practices

of Coffee Business Managers from Nicaragua affiliated to the Central

America Trading Office

Carlos Eduardo Sánchez Rojas,

National Taiwan Normal University,

College of International Studies and Social Sciences, Taiwan.

___________________________________________________________________________

Abstract

The aim of this study is to investigate the practices that lead Nicaraguan coffee business

managers to manage a successful intercultural communication. For this investigation, a

qualitative method approach was chosen. This study used interviews as a data collection

method. The results indicate that most of the Nicaraguan coffee business managers found ways

of achieving intercultural communication competence, all of which be suitable to use by their

peers and not only by researchers.

___________________________________________________________________________

Key Words: culture, intercultural communication, intercultural communication competence




What Motive Consumers’ To Try Genetic Modified Food?

An Empirical Study from Malaysia

Phuah Kit Teng,

Faculty of Business, Communication and Law,

INTI International University, Malaysia.


Bernard Lim Jit Heng,




Siti Intan Nurdiana Wong Abdullah,




___________________________________________________________________________

Abstract

Since the 90s, genetically modified food (GM food) were made available for sales in the market.

However, consumer awareness and knowledge about GM food has not increased at the same

rate as the adoption of GM food. Consumers from Malaysia has limited understanding,

knowledge, and even unfamiliarity with GMO food which lead to the low confidence level and

unwilling to try GM food among Malaysian consumers. Therefore, the aim of this study is to

investigate the factors that influence Malaysia consumers’ willingness to try genetically

modified food. This study was conducted in Malaysia where 2026 Malaysia consumers were

surveyed using personal administrative questionnaires. The Behavioral Perspective Model was

adopted and modified in this study along with independent T-test and binary logistic model to

analyze the collected data. The results indicated that informative reinforcement, utilitarian

reinforcement, learning history and attitude towards food concern are the factors that influence

consumers’ willingness to try genetically modified food. Future studies can examine on the

methods of disseminating scientific information to the consumers using different platforms.

___________________________________________________________________________

Key Words: Genetic engineering, GM food, consumer behavior, Behavioral Perspective Model








Does Confidence Mediates or Predict Consumers’ Purchase Intention

towards Halal Poultry?

Phuah Kit Teng,












___________________________________________________________________________

Abstract

The aim of this study is to investigate the mediating factor of confidence level between the

Theory of Reasoned Action dimension and purchase intention towards Halal poultry. A study

was conducted in Malaysia where 2428 Malaysia consumers were surveyed using structured

questionnaires. The Theory of Reasoned Action was adopted and modified in this study along

with multiple regression to analyze the collected data. The results indicated that confidence

level have both direct and indirect effect on consumer purchase intention towards Halal

poultry. Confidence level had strengthened the mediating relationship between stimulus display

and attitude on consumer purchase intention.

___________________________________________________________________________

Key Words: Confidence, Halal Poultry, Mediator, Malaysia, Purchase Intention








Exploring the Gap between Knowledge, Attitude and Responsible

Environmental Behavior Intention towards Marine Parks in

Malaysia









Phuah Kit Teng,




___________________________________________________________________________

Abstract

Marine parks are protected zones that are important to maintain the marine ecosystem and it

is also a well-known nature-based tourism destination. However, there are contradicting

findings between the tourists’ personal factors and their intention to behave in a responsible

manner towards the environment that could impact the sustainability of these parks. Thus, this

study aims to investigate the mediating effect of destination image between these personal

attitudinal factor, environmental knowledge and responsible environmental behavior intention

towards the marine park. A face-to-face survey was conducted amongst 103 tourists and results

shows no differences in these factors between genders and their visit experience. However,

tourists who had previously visited marine parks did indicate differences in relation to their

intention to protect the environment. This empirical study concludes that destination image

mediated the relationships between knowledge, attitude and behavior intention. Further

implications and suggestions are provided at the end of this paper.

___________________________________________________________________________

Key Words: Attitude, Destination image, Environmental knowledge, Marine parks, Responsible

environmental behavior intention








The Impact of Corporate Social Responsibility Cognition of

Employees in the Five-Star International Tourist Hotels on their

Service Behaviors: The Mediating Effect of Organizational Justice

YULUN LIU,

Department of Tourism Management,

Chinese Culture University, Taiwan, R. O. C.

E-Mail: [email protected]

CHIENWEN TSAI,

Institute of Tourism Management,

Chinese Culture University, Taiwan, R. O. C.

___________________________________________________________________________

Abstract

In the past, the corporate social responsibility researches on the hospitality industry were

mostly based on the view of managers and consumers and rarely discussed under the view of

employees. The employees of the hotel are not only one of the stakeholders, but also the

important assets of the organization. Through the performance of employees’ services,

especially the first line of service personnel, a hotel can establish service quality standards.

Therefore, the service behaviors of the employees in the hotels are the direct influence on the

hotel service quality. Besides, it has been found that employees will change their performance

because of the fairness of their organizational decisions. The basis for corporate social

responsibility is to establish an equal environment for stakeholders. Based on the relationship

between corporate social responsibility and employee service behavior, and join the

organizational justice as a mediator variable, this study would expand the social exchange

theory. This study will take the first-line employees of the International Tourist Hotel, which

are listed in Taiwan's Corporate Social Responsibility Report. Through this study, more service

industries will be able to pay more attention to the impact of corporate social responsibility on

employees and more management issues are discussed.

___________________________________________________________________________

Key Words: corporate social responsibility, organizational justice, service behavior






Assessing the Resilience of the Australian Tourism Industry against

Uncertainty, Risk and Fear

Chi Kenug Marco Lau,

University of Huddersfield, UK.

E-mail: C. [email protected]

___________________________________________________________________________________

Abstract

Tourism demand is one of the key areas of research in tourism economics and typically the

models developed assess the effect of economic variables such as prices and income on demand.

There are however, the attempts to include non-economic variables to explain the number of

arrivals at the destinations and these often the take the form of dummy variables to account for

cultural, political and institutional factors which have a bearing on demand. However, more

recently especially after the events of 9/11, 2001 and the global financial crisis of 2009, there

is an increasing interest in analysing the effect of crisis on demand to assess the resilience of

destinations. Using monthly data from 1976 to 2018, this paper applies advanced time series

econometric methods to analyse the effect of economic uncertainty, risk and fear on the key

markets of the Australian tourism industry.

___________________________________________________________________________





Perception of demand and Innovation capability of Indian MSMEs

Srinivasan Shrisha

National Institute of Technology, Karnataka, NITK,

Surathkal, India

Kunjangad Kiran

National Institute of Technology, Karnataka, NITK,

Surathkal, India

Abstract

The Small and Medium enterprises today constitute a very important segment of the Indian

economy. The development of this sector came about primarily due to the vision of Government

policies framed right after independence which stressed to develop small enterprises. MSMEs

sector has emerged as a dynamic and vibrant sector of the economy. As per the fourth census

of MSMEs report published in 2012, the total numbers of MSMEs in India are 36 million

employing over 80 million people. It is the second largest employer after agriculture accounting

for 72% services and 28% manufacturing jobs. It also accounts for 45 % of total industrial

production, 40% of total exports and contributes very significantly to the GDP. Manufacturing

segment within the MSME contributes to 7.09% of GDP.

The benefits of the MSMEs have created a special status and importance in the Five-Year Plans

right from its inception. In recent years, the MSME sector has consistent higher growth rate

compared to the overall industrial sector. Despite its commendable contribution to the

country’s economy, MSME Sector is not getting the required support and face numerous

problems. This is a research paper which aims at developing a framework taking into account

efficient demand marketing and innovation strategy performances.

___________________________________________________________________________




Measuring Vicarious Innovativeness for New Consumer

Electronic Product Adoption

Chih-Wei (Fred) Chao,

Lecturer of Newcastle Business School,

Faculty of Business and Law,

The University of Newcastle, Australia.


___________________________________________________________________________

Abstract

Existing vicarious innovativeness scale has been proved to be a lack of effectiveness in

measuring consumers’ new product information acquisition behaviour. This research draws on

the call by empirical studies for further development from existing vicarious innovativeness

scale, and to investigate its link to new product adoption. The study collected data in Australia

and Taiwan. The questionnaire comprised existing and modified items designed to measure

vicarious innovativeness and its relationship with new product adoption. The results of the

study found that opinion leadership, novelty seeking and risk taking are antecedents of the

improved version of vicarious innovativeness (IVVI). Also, results indicate that IVVI is an

appropriate predictor of new product adoption behaviour.

___________________________________________________________________________

Key Words: Consumer innovativeness, vicarious innovativeness, new product adoption,

diffusion of product innovation




An In-Depth Investigation of the ‘All Inclusive’ Economics

Anastasios Zopiatis,

Department of Hotel and Tourism Management,

School of Business and Economicsm,

Cyprus University of Technology, Cyprus.

Email: [email protected]

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Abstract

Closely related with the concept of package tours, All Inclusive (AI) surfaced as an innovative

way to bundle almost all products and services tourists need at a destination for a pre-paid

price. Scholars investigated AI from an array of mostly marketing perspectives, whereas the

economic ramifications of such a product, for both hospitality operators and, especially, the

local communities, are still a barren landscape. With the utilization of a mixture of quantitative

analytical techniques, including a two-step cluster analysis, the study aims to enhance our

conceptual capital pertaining to the economic impact of AI for the local communities in the

island of Cyprus. Moreover, the study introduces, for the first time, a typology of AI customers

according to their level of expenditure, and their country of usual residence. Findings make a

significant contribution to the existing body of knowledge pertaining to AI with implications for

both industry stakeholders and academia.

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Key Words: All Inclusive (AI), Tourist Expenditure Segmentation, Local Economic Impact,

Cyprus

JEL Classification: N/A




Technological Tools in Chinese Language Instruction

Lih-Ching Chen Wang,

Professor of Educational Technology in the Department of Curriculum and Foundations,

Cleveland State University, Cleveland, OH, USA.


Hsiao-Ching Wang,

An-Xi Primary School, Taiwan.


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Abstract

The teaching of Chinese to non-native speakers has long been a challenging activity. Modern

technologies have made available a variety of tools to make the process somewhat easier.

Starting with the understanding that different tools and techniques are appropriate for teaching

learners new to the language to hear, speak, read, and write Chinese, this article describes

specific technological tools appropriate to each of these four areas and makes

recommendations for their use.

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Key Words: Mandarin Chinese, foreign language instruction, technology, Internet, pedagogy




International Graduate Students’ Experiences with Online

Tutoring Learners in Remote Areas

Sarah Otanga,

Graduate Institute of Digital Learning and Education,

National Taiwan University of Science and Technology, Taiwan.


Cathy Weng,

Graduate Institute of Digital Learning and Education,

National Taiwan University of Science and Technology, Taiwan.


Apollo Weng,

Department of Digital Multimedia Design,

China University of Technology, Taiwan


Regina Ju-Chun Chu,

Graduate Institute of Learning Sciences and Technology

National Tsing Hua University, Taiwan


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Abstract

The purpose of this study was to explore the potential of online tutoring in developing cultural

awareness. This research aimed to study the experiences of international graduate students at

a university in Taiwan in online tutoring for learners from remote areas in Taiwan.

International students were recruited at the beginning of the semester for the role of teaching

and exchanging culture with the remote learners through online tutoring for a period of 10

weeks. The international students and the remote learners communicated using the JoinNet

platform, and each tutor and tutee were provided with a headset with microphone, PC with

network, and a webcam. 40 international students from one university in Taiwan were paired

with 40 learners from five schools in remote areas of Taiwan (three elementary and two junior

high schools). The international students tutored the remote learners on the topics of food,

housing, transportation, clothing, famous scenery, and entertainment. After the online tutoring

process, the tutors were required to reflect on their online tutoring experience using self-

recorded videos where they reflected on the general tutoring experience, benefits they gained

from the tutoring, their achievements, and thoughts about the project. Additional data sources

included written reflections (essays) and tutors’ online reflective journals. The results from

analysing the tutors’ video reflections, essays and reflective journals suggest that firstly, the

tutors benefitted and had achievements in various aspects including acquisition and

improvement of teaching skills (both online and teaching in general), language learning, peer

learning and inspiration, cultural exchange, helping tutees make improvements in learning and

developing friendships and relationships. Secondly, the tutors’ thoughts about the project

showed that they had positive perceptions since the project assisted them to know more about

the culture of Taiwan which in turn made them appreciate their own culture more, therefore it

was effective for culture exchange. Some challenges that affected the effectiveness of the online

tutoring project as pointed out by the tutors include technical challenges and language barrier.

This study demonstrates that online tutoring can help students and people from different

countries to develop cultural awareness.

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Key Words: Online tutoring, culture awareness, self-reflection


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