臺大管理論叢 NTU Management Review VOL.30 NO.1

ads with a greater product-model ratio work better when consumers consider the brand as a leader. On the contrary, ads with a small product-model ratio are advantageous when the brand is viewed as the consumers’ friend. This study finds that processing fluency is the underlying mechanism that explains this phenomenon. Another article by Lee, Shih, and Huang incorporates “consumer forgiveness”, an emerging concept in the service marketing field, in an online transaction setting. Authors explore the existence and significance of “consumer forgiveness” when service failures occur, examine whether “consumer forgiveness” is able to enhance people’s willingness to maintain relationships with service providers, and identify key determinants of “consumer forgiveness”. A proposed structural equation model is tested with survey data from a convenience sample comprising of 308 subjects recruited from the largest community websites and social forums in Taiwan. Their results indicate that “consumer forgiveness” is influenced by the strength of the relationship (i.e., trust) between firms and customers, attributions and severity of service failure, and consumer empathy. Moreover, outcome uncertainty and failure duration moderate the relationships between attributions, severity, empathy and “consumer forgiveness”. The only article related in accounting field in this issue studies CEO compensation, the long-time focus of agency problem. Huang and Lin investigate the relationship between performance and reward from the perspective of executive compensation, and the benefits of internal and external control mechanisms of companies. The identity of the CEO in a family business is made distinct (i.e. as a professional manager or as a family member) to examine the responses to pay cuts in difference types of CEOs. In line with the provisions for compensation disclosures in Taiwan, the study was conducted between 1999 and 2004. The results indicate that businesses that underperformed in the previous year leads to pay cuts for the CEO. This is more likely to occur when there is a higher proportion of independent directors on the board of directors. A higher shareholding ratio of institutional investors yield similar results. Nevertheless, CEOs who are family members of the family businesses are less likely to undergo pay cuts compared to professional CEOs. Regarding to the two finance articles, one article written by Tseng explores the influence of corruption and business ethics on economic growth, and the effects of business