From a previous literature review, there are rare studies that focus on integrating Sustainability Values (SVs), the Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT2) to predict potential travelers' behavioral intentions. In light of this, the research is designed to propose a comprehensive understanding of potential travelers' choices for sustainable hospitality businesses by integrating SV, TPB, and UTAUT2 into a theoretical framework, by moderating the effect of age. Prior studies have mentioned TPB identified the role of attitude, perceived behavior control, and moral obligation in generating intention. However, the use of TPB and the extended UTAUT model to explain pro-environmental behavior is lacking. Data was collected from 34 northern, 2 central, and 6 southern Taiwanese consolidated headquarter travel agencies. Email questionnaires were distributed to 630 individuals in 42 travel agencies. The proposed model will be also examining, with an AMOS procedure of structural equation modeling (SEM), the maximum likelihood method of estimation. The results indicated that (1) SVs are positively and significantly impacted by pro-environmental behavioral intention; (2) SVs are positively and significantly impacted by attitude, social influence, perceived behavioral control, and habit respectively; (3) attitude, perceived behavioral control, and habit is positively mediated by the effect between SVs and pro-environmental behavioral intention, respectively; (4) the social demographic variable of age is positively moderated the effect between SVs and social influence.Keywords: sustainability values; theory of planned behavior; unified theory of acceptance and use of technology 2; pro-environment behavioral intention

The purpose of this study is to examine why both parties (industry and consumer market) have mutual interests in protecting the environment but they still are hesitant to act green. The study used two-stage sampling from consumer market to depict ideal green product characteristics and reliable toy companies, and visit these companies for the second sample collection to examine whether the organizational eco-innovation strategy with customer value has a positive effect on green product development. In other words, the customer's benefit is an important factor for new product development strategy for green toys. This research shows that the willingness to buy green toys increases if most people in society buy green toys. This represents that customers are environmentally conscious and care about protecting the environment, or buying green toys is the result of a new economic trend and childhood education. The willingness to buy green toys increases if customers think that green products implies an enhancement on new product development to toy manufacturers. Further, if manufacturers are able to manage the difficulty of cooperation with all parties in the supply chain and difficulties related to production, they are willing to adopt customers' perceived value on green toys for their new product development strategy. It is rare to find academic research discussing the perspectives of both consumers and manufacturers in the same study because the research topic is very broad and many conditions must be considered. This research aims to find the effect of consumer-perceived value and company eco-innovation on green product development.

As the Taiwanese government gradually opens up the country’s banking sector in recent years, the number of financial institutions of Taiwan has increased rapidly. Until the end of January 2010, the number of the domestic banks is up to 37, the average number of the customers served in each branch is less than 4,000. As all banks wish to be more competitive in such an environment, new advertising and marketing skills are taken. New banking services and technology are also provided in order to attract more customers. The study aims to discuss the relationship among three aspects including the Electronic Customer Relationship Management, Customer Satisfaction, Customer Loyalty, and we choose Bank Sinopac users as subject. In addition, the following results are concluded by statistics and analysis: 1. Using e-CRM had obvious on the customer satisfaction and customer loyalty. 2. Customer satisfaction had obvious on the customer loyalty.

The sources, stages, and processes of organizational innovation in some of Taiwan's benchmarking companies in the service industry are discussed. Process-theory-based research methodology was used to analyze the characteristics of the innovation process to achieve a better understanding of how and why innovations emerged, developed, grew, and terminated. The stage/process model was used to investigate organizational innovation (OI) processes and factors which affected processes. Conclusions were obtained chiefly through in-depth field studies and a retrospective cross-sectional survey. Amabile's (1988) model was modified to account for differences between practices and theories. The research resulted in an organizational innovation process model that was divided into five stages, just as in Amabile's model; on the other hand, Amabile's (1988) model was modified to account for differences between practice and theory during this study. The conclusions of this research may serve to broaden various perspectives of debate about individual, organizational, and environmental factors.

This study integrated with technology acceptance model (TAM) and theory of reasoned action (TRA) to construct a behavior model of green building restaurants. On the basis of TAM analysis, four constructs were identified: perceived usefulness, perceived ease of use, attitude and intention. Three constructs were identified from TRA: motivation to comply, subjective norm and intention. The results shown: first, perceived usefulness, and perceived ease of use green building restaurants in Taiwan has an indirect effect on intention through attitude; second, motivation to comply has indirect effect passes through both subjective norm and attitude sequentially, with subjective norm affecting attitude. Finally, motivation to comply has an indirect effect on intention through subjective norm.