The Association between Brand Name Reputation, Industry Specialization and Auditor Market Share: Evidence from the Cancellation of Audit Fee Floor

[[abstract]]1998年，審計人員執行業務收取酬金之標準因公平交易委員會的要求而被迫取消，自此許多削價競爭之傳聞不脛而走。本研究目的乃在探討審計人員採行的營運策略是否可以因應審計市場競爭之增強，其中營運策略主要探討品牌聲譽和產業專業化，對審計市場競爭的因應，主要著重觀察超額市場佔有率的維持、甚而是擴增。實證結果顯示取消審計公費下限後，品牌聲譽可額外拉大與競爭對手之超額市場佔有率差距，而產業專業化則並未額外拉大與競爭對手之差距。儘管未有額外擴增差距，產業專業化至少是繼續維持差距。由此可知，強調產品差異的品牌聲譽或產業專業化營運策略皆可成功協助審計人員因應審計市場競爭的增強。[[abstract]]The tactic of audit price-cutting has been popular since the Fair Trade Commission, Executive Yuan, R.O.C. abolished the long-standing policy of an audit fee floor in 1998. Auditors cmphasize their responsiveness strategies to maintain and enlarge their excess market share. This study explores auditors' responsiveness strategies, especially focusing on brand name reputation and industry specialization in a highly competitive market. Empirically, the results show that, after canceling the audit fee floor, brand name reputation of auditors enlarges their range of excess market share. Contrary to this point of view, industry specialization remains intact. Consequently, the strategies of brand name reputation and industry specialization can successfully help auditors to respond to the increasing competition in audit market