This research examines consumer attitudes towards four SUb-types of interactive digital advertising: internet-based e-and email advertising, and mobile-phone-based SMS- and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, 'informative', 'entertaining' and 'irritating'. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Their attitudinal forms towards email advertising and SMS-type in-advertising are less positive (more irritating and less informative and entertaining). Furthermore, the three attitudinal forms towards the four SUb-types of interactive digital advertising are compared. Consumer 'informative' and 'entertaining' attitudinal forms towards e-advertising and MMS-type m-advertising are similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the 'irritating' attitudinal form, consumers feel more 'irritated' towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated

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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.

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The sports and recreation industry is emerging in Taiwan. Few related studies have used it as a sample. This study has been designed to explore the notion of personality traits based on fitness center members in Taiwan. Because of its validity and wide use (Furnham, Moutafi, & Crump, 2003), the Five Factor Model (FFM) developed by McCrae and John (1992) is adopted in this study to assess the personality of fitness center members. The measurement scale of personality traits is cited from Saucier's (1994) Mini-Markers. The empirical findings reveal that those people with low tendency to experience negative emotions, i.e., neuroticism, and high tendency to experience positive emotions, i.e., extroversion, openness to experience, agreeableness, and conscientiousness, will join the fitness center. Sports and recreation industry managers can design strategy to satisfy their customer needs based on these findings.

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