Antecedents of Taiwanese Adolescents’ Purchase Intention Toward the Merchandise of a Celebrity :The Moderating Effect of Celebrity Adoration

[[abstract]]The purpose of the present study was to investigate the relative importance of adolescents' attitude toward an act (the degree to which the person had a favorable or unfavorable evaluation or appraisal of the act's behavior in question), perceived norm, and perceived behavioral control in predicting Taiwanese adolescents' intention to purchase the merchandise of a celebrity when they had different levels of celebrity adoration. The present results showed that the relative strengths of attitude toward the act and the perception of behavioral control in predicting purchase intention toward the merchandise of a celebrity were stronger for adolescents in the celebrity adoration group than for adolescents in the celebrity nonadoration group. On the other hand, the relative importance of the perceived norm in predicting the attitude toward the act and the purchase intention was stronger for adolescents in the celebrity nonadoration group than for adolescents in the celebrity adoration group

The Effects of Artist Adoration and Perceived Risk of Getting Caught on Attitude and Intention to Pirate Music in the United States and Taiwan

[[abstract]]Piracy is the greatest threat facing the global music industry today. This study explores the effects of artist adoration and the perceived risk of being caught on the attitude and intention to engage in pirating a digital song among college students. The moderating effect of cultural environment factor is also examined. Experiments using between-group factorial designs were conducted in the United States and Taiwan. The results show that perceived risk of getting caught and cultural environment are important factors that can significantly affect the attitude and intention toward downloading unauthorized music. In addition, a two-way (Perceived Risk × Culture) and a three-way interaction in the model are also observed

A Study on Taiwanese Kindergarten Teachers’ Job Stress and Coping Strategies in Singapore

[[abstract]]本研究之目的在瞭解受訪台籍幼教教師在新加坡從事教學工作時，所面對到的工作壓力與壓力的因應策略。 研究者邀請六位任教於新加坡且有意願分享自己的台籍幼教教師為研究參與者，運用半結構式的深度訪談法進行資料蒐集、整理與分析。研究發現與結論如下： 一、受訪台籍幼教教師主觀知覺到的工作壓力，可概分為「個人因素」、「教學因素」、「人際關係」、「工作負荷」的面向。 二、台籍幼教教師面對工作壓力主要的因應策略分為兩項，在工作上，主要策略為「參加在職訓練」、「溝通改善」，而工作後主要的方式為「自我調適」、「尋求支持」。 根據前述研究結果，提出建議給政府機關、欲前往新加坡任教的幼教教師及未來研究者參考。[[abstract]]This study focuses on Taiwanese kindergarten teachers’ job stress and coping strategies in Singapore . The author has invited six Taiwanese kindergarten teachers in Singapore to take part in the research project, and has gathered data via semi-structural in-depth interviews for summarization and analysis. Six participants were highly interested in sharing their experiences with the author. The author has reached conclusions as follows: 1. The job stress sensed by Taiwanese kindergarten teachers subjectively results from personal-related factors, taeching factors, interpersonal relations, and teachers’ workloads. 2. The Coping Strategies taken by Taiwanese kindergarten teachers are divided into two parts. At work: participation in on-job training programs, effective interpersonal communication. After work: emotional adjustment, search for support in and outside campus. The aforesaid results are presented to Government, kindergarten teachers who are interested in teaching in Singapore, and future researchers for their reference.[[note]]碩