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This paper aims to explore the factors affecting consumers' loyalty toward online games based on the uses and gratifications theory and the flow theory.

The research employed two approaches to collect data: personal interview and online survey. Each data collection approach consists of two phases to overcome method bias. This study adopted structural equation modeling to analyze the data.

The results focusing on popular massively multiplayer online role‐playing games reveal that players' sense of control, perceived entertainment, and challenge affect their loyalty toward an online game. Conversely, sociality and interactivity produce negligible effects on loyalty.

First, game designers may strengthen gamers' sense of control and challenge by adding more status information, gaming options, or through the designed system of goals and achievements. Second, the entertaining nature of online gaming suggests greater demand for content design, and points to the direction of mobile gaming. Third, considering the recent growth of online social network services, consumers regard online games as lower priority when prompted by socially related motives. Additionally, people mostly reckon online relationships as virtual and not gratifying real‐world social needs.

In view of the prevalence of computer and Internet usage, online gaming research should shift more focus toward the non‐technological aspects of gaming. This paper is one of the few studies that examine online game loyalty from the non‐technological aspects while adopting a multi‐disciplinary approach based on theoretical parsimony.

The purpose of this study is to explore how the “New type of industry and research chain value creation project” promoted by the Ministry of Science and Technology in Taiwan can help universities to achieve university social responsibility (USR), promote social innovation, and achieve sustainable development. The university social responsibility defined in this study is proposed through literature analysis. The study interviewed three professionals who actually participated in the project and served as core positions. Semi-structured in-depth interviews were conducted. Key findings are drawn as follows. First, the term USR is multifaceted and needs further refinement in light of the changing and dynamic roles of universities. Second, the value creation plan helps universities achieve social responsibility. Third, the value creation team incorporates the concept of university social responsibility into the consideration of development factors, which contributes to the sustainability of the project. Fourth, the value creation plan faces the willingness of participants and the public's unclear understanding of university social responsibility. Finally, practical benefits include the joy of team members, the cultivation of talents and the dream of having a business.

The purpose of this paper is to investigate the conceptual and empirical issues related to sexual harassment (SH) in a police department in Taiwan.

Survey data were collected. Through the analysis, the paper proposes that SH can be better divided into two subcategories: quid pro quo and hostile work environment harassment. Multivariate analysis is used to explore the sources of SH.

It was found that both types of SH can be better explained by work environment variables than by demographic variables, but the specific sources differ. Hostile work environment harassment is predicted by the extent to which female officers perceive or experience that deployment and transfer practices are influenced by their gender. Quid pro quo harassment is related to job barriers and dodging from work.

The two scales used in this research have captured the core of SH, but they might not fully depict the nature of SH in the police department in Taiwan. The sample was limited to the largest police department in Taiwan and it may not represent the entire police in Taiwan.

If hostile work environment and quid pro quo harassments are related to different organizational factors, it is useful for policy makers in the police to differentiate these two different types of SH and develop differential prevention and response measures.

This paper highlights the need to differentiate quid pro quo and hostile work environment harassments. It fills a gap in the literature by providing the baseline information on the prevalence of SH in one police department in Taiwan and by examining sources of SH in a profession dominated by males.

Over the past few decades, the higher education landscape underwent dramatic changes, causing strain on higher education institutions (HEI) worldwide. The academic debate is filled with very well-argued accounts of these developments. Advances in information and communication technology (ICT) add an additional layer to this already complex reality. Against this backdrop, it is necessary that the question of managing and administering HEI today be rethought. Emerging technologies such as artificial intelligence (AI) and cognitive computing, augmented, virtual and mixed reality (R+), Internet of Things (IoT), blockchain, bear the promise to effectively assisting HEI administrators in navigating their institutions through the period of profound change. This chapter offers a brief account of that.

This study explores the impact of packaging images (ingredients vs finished products), degree of food readiness (ready-to-heat vs ready-to-cook) and purchasing motivations (utilitarian vs hedonic) on consumer preferences.

Two 2 × 2 between-subject experiments were conducted to investigate the interactive effects of package image type and food readiness (Study 1) as well as their individual impacts (Study 2). Data analysis and hypothesis testing were performed using SPSS software.

Consumers initially preferred packaging images of finished products over ingredients when selecting ready-to-eat foods. However, their attitudes declined upon learning about specific food content. When motivated by hedonic factors, consumers favored images of finished products for ready-to-cook foods, whereas utilitarian motivations led to a preference for ingredient images. After purchasing, ingredient images were favored across both motivational contexts.

Food packaging images serve as crucial cues in consumer purchase decisions, though no consensus currently exists on whether these images should feature ingredients or finished products. This study offers valuable insights into how these visual factors affect consumer behavior and decision-making, providing manufacturers with guidance on enhancing product evaluations by consumers.