Group, who partially sponsors NTU Management Review by way of Yin Xun-Ruo（尹珣 若）Educational Foundation, allowing our journal to continuously publish distinguished publications. As always, our appreciation goes out to the Research Institute for the Humanities and Social Science, Ministry of Science and Technology, Executive Yuan（行政院科技部人 文社會科學研究中心）for sponsoring our editorial personnel, who have been providing invaluable assistance to both the conferences and the publication. Last but not the least, we would like to thank T. N. Soong Foundation for their continuous support. To encourage research efforts in accounting, auditing, finance, taxation, information management, and general management in Taiwan, the Foundation has been sponsoring the Best Master’s Thesis Award since 1996. NTU Management Review has been publishing quite a few awarded research papers ever since. Introduction of this Edition This edition of NTU Management Review contains five articles. The following is a brief introduction to all of them. For the two articles in the field of marketing management, one article studies on Low-cost carriers (LCCs) by Ni, Li, and Lin, authors first apply data mining technology to collect and extract contents of customers’ online reviews on LCCs from the TripAdvisor website, and add the “review involvement” variable to understand how it interferes with service quality and customer satisfaction. They collect a total of 17,490 English reviews and the results show that “customer service”, “value for money”, and “checkin and boarding” are the three aspects that have high impacts on customer satisfaction. They also find that the adding variable “review involvement” has an obvious moderating effect on service quality and customer satisfaction. Moreover, they conduct a qualitative study and find other service quality variables those customers would concern about Lowcost carriers. Finally, this study also proposes managerial implications as suggestions for aviation operators to better understand what their potential customers care about and to improve their business strategies. The other article in the field of marketing management by Cheng, Chang, and Lai proposes that construal level (high vs. low) can moderate the relationship between productprice left-right placement and perceived value. They also further explore three dimensions of construal level (i.e., mindset, time window and product utilitarian/hedonic value). Besides, four experiments using different ad formats (i.e., billboard, direct mails, and
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