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The potential of online games to become a major global business and the existence of limited related references led to the current study. In this study, Rogers's diffusion of innovation (DOI) theory is applied to investigate the principles for the adoption of online games in Taiwan. The findings suggest that relative advantages and compatibility both have a significant effect on the adoption of online games for purposes of amusement, with the former being more important for early gamers and the latter being regarded as more critical for later gamers. In addition, complexity is found to impede online game diffusion and is regarded as the most important facilitator.

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In this study the relationship between extroversion and leisure motivation in Taiwanese fitness center members was examined. A systematic sampling (one out of ten entering the fitness center) produced 424 usable questionnaires for the final data analysis. The findings reveal that extroversion is positively correlated with the four leisure motivation dimensions: Intellectual, Social, Competence-mastery and Stimulus-avoidance. We therefore conclude that extroverts will be highly motivated to attend fitness centers.

Social media, especially social networking, are rapidly becoming very popular online activities among people all over the world. The use of online media is causing several workplace-related problems. Therefore, in this study we investigated the associations between social media usage behavior, personal background, and work values. Using office workers for the research sample and Facebook as the social medium for investigation, an exploratory factor analysis was conducted to dimensionalize the constructs of social media usage behavior and work values. The results of bivariate correlation suggest that personal background and social media usage behavior are correlated and social media usage behavior and work values are partially correlated.

This study attempts to investigate the impact of service cues (physical environment and contact personnel) on various modes of perceived value (conceptualized as functional value, social value, emotional value, and epistemic value) in restaurant environments. Empirical data was collected from five restaurants located at National Central University, Taiwan. 314 questionnaires were eventually collected. The findings reveal that, in general, the two means of service cues have significant, albeit differential, impact on various modes of perceived value. Physical environment is found to be significant in the formation of all the four modes of perceived value, while its impact on emotional value seems to be most influential. Contact personnel are significant determinants of three of the four perceived values (social value excluded) but have the most impact on functional value.

The use of the international franchise system on a global scale provides impetus for academic interests investigating such an issue. Nevertheless, there is a lack of research regarding its stage development. In this research, a stage model, termed the "stage model of the international franchise system development" is proposed, to provide insight into the process of implementing the international franchise system successfully. The development of the proposed model refers to related literature and is based on case studies from five international franchisors in Taiwan. Firms' objectives, key organizational issues and