本文目的主要探究公司產品市場影響力，及產業結構對於兩岸旅遊業上市公司盈餘管理的影響。本文的研究對象為在1999年1月至2014年12月止，在海峽兩岸上市的旅遊業公司，其中包括中國旅遊公司34家，台灣旅遊公司26家。
實證結果顯示，對於兩岸的旅遊產業，公司對產品市場影響力對於公司主觀應計盈餘的操作有著負向關係。同時我們增加四個控制變數，有資產成長率、淨價市值比、財務槓桿和市值，做多元迴歸分析，發現公司有著更強的產品定價能力伴隨著更少的盈餘操作；並且發現淨價市值比和財務槓桿兩個指標對於盈餘操作具有解釋能力；同時我們比較了海峽兩岸的公司，發現中國大陸的公司對於盈餘操作的程度較大。最後我們對於產業競爭程度對於盈餘操作的影響的分析，我們發現中國大陸的旅遊產業的集中程度要高於台灣的旅遊產業，並且整個行業的平均而言，其盈餘操作的程度要大於台灣的旅遊產業。
In this study, we attempt to explore the relation between the product market power, industry structure for earnings management in cross strait tourism industry. Our sample consists of the China and Taiwan listed tourism companies during January 1999 to De-cember 2014. It includes the 34 companies in China and 26 companies in Taiwan.
Findings, firstly, we find that there is a negative relationship between the product market power and arrange of earnings management manipulation. Furthermore, we in-clude the other control variables (assets growth rate, book to market ratio, leverage and size) to run a multi-variable regression. We find the firms with greater power of pricing will make less earnings manipulation, and the book to market ratio and leverage have the explanation power for earnings management. We also compare the cross strait tourism companies, and find the level of earnings manipulation is more in Chinese market than Taiwan’s. Implication of this study is that we make some analyses about the affection of competition, we find that the level concentration in Chinese market is higher than Taiwan’s, and its level of earnings management manipulation are more than Taiwan’s.
