谷书堂关于社会主义商品经济理论的探索

文章认为,谷书堂是中国研究社会主义商品经济理论较早的学者之一,其研究社会主义商品经济理论分为20世纪50年代、70年代末至80年代初、90年代三个阶段。关于物质利益和劳动谋生手段是社会主义商品经济原因、社会主义商品经济是中性生产方式、商品经济与公有制双向调整论是谷书堂社会主义商品经济理论的基础。     

A MCGP decision aid for homebuyers to make the best choice

This study adopts a new approach, the multi-choice goal programming (MCGP), to evaluate houses in order to help homebuyers to find better house based on the residential preferences. According to the function of MCGP, homebuyers can set multiple housing goals with multiple aspiration levels. This increases the flexibility to find a suitable house. Compared with other classical methods such as checklist and analytic hierarchy process, MCGP is more efficient, especially while considering a lot of housing criteria and house alternatives. In order to demonstrate the usefulness of MCGP decision aid for housing selection, a real case study is then provided. Furthermore, ten volunteers are invited to participate in the empirical experiment. The results also validate the effectiveness and efficiency of MCGP decision aid.     

The Asymmetric Information Problem in Taiwan's Cancer Insurance Market

This paper investigates the problem of asymmetric information in Taiwan’s cancer insurance market. Through the survey data, we find evidence of adverse selection existing in this market. Furthermore, we collect additional information on the individual, and find that the individual’s family cancer history contains additional valuable information. It can not only more accurately predict the probability of contracting cancer, as well as predict the willingness to purchase extended cancer insurance, but it can also help to mitigate the severity of adverse selection in the insurance market.     

Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

An intergenerational (IG) appeal in an advertising campaign usually presents a nostalgic image with family portraits, emphasizing the traditions that have been passed on from generation to generation or harkening back to the ‘good old days’ between father and son, or mother and daughter. The IG appeal can effectively enhance a brand's image and induce that all-important consumer purchase. This paper takes gender differences (father/son or mother/daughter) into consideration while examining two moderators related to branding: (in)congruent brand–gender extension and brand history. Results indicate that a well-established brand history enhances the effects of the IG appeal. In addition, a congruent brand–gender extension increases the effects of the IG appeal. More interestingly, IG appeals can be effective in presenting a less established brand which has an incongruent brand–gender extension.     

Extending the link between entrepreneurial self-efficacy and intention: a moderated mediation model

This study extended the research on the relationship between entrepreneurial self-efficacy and intention by developing a moderated mediation model. This model posits that the link between entrepreneurial self-efficacy and intention is mediated by attitudes toward entrepreneurship and planned entrepreneurial control, and that these mediation processes are further moderated by subjective norms. Based on a sample of 308 valid responses, regression analysis yielded two noteworthy results. First, entrepreneurial self-efficacy positively affects intention through attitudes toward entrepreneurship and planned entrepreneurial control. Second, the direct effect of entrepreneurial self-efficacy on intention decreases as subjective norms increase. By contrast, the indirect intention effects of entrepreneurial self-efficacy through attitudes toward entrepreneurship and planned entrepreneurial control increase as subjective norms increase. In addition, the results indicated that subjective norms positively affect entrepreneurial intention. These findings indicated that the model advances the use of the theory of planned behavior and can be used to define a person as an entrepreneur.