Confucianism and Taoism both played very important roles in the history of China. On the whole, such a trend can be found that when the nation is united and the society is stable, Confucianism would prevail and dominate the political orientation. However, Taoism would become the mainstream of social ideology and the main theme of thought together with Buddhism when the nation is in the state of war and there is social unrest. Therefore, it’s obviously necessary to figure out what the characteristics of the two schools are. Confucianism emphasizes on “Difference”, however “Equality” is an important part of Taoism. The refined two terms probably reflect the difference in expounding ideas and practicing theoretical path between them. Confucian politeness rule “being harmonious then respectful” (亲亲尊尊) standardizes Chinese millenarian civilization. Since the existence of Confucianism, it has great influence on each dynasty. It, meanwhile, explicitly specifies a class difference between the young and the old, and between the lower class and the upper class, which is also an equidifferent logic paradigm. On the other side, it appears that Chuang Tzu’s “On Leveling All Things”(齐物论) is unruly uninhibited. However, the “Equality” philosophy builds strong inner strength in a large context and it also has great soft influence on the social framework which is composed of Confucianism on the surface and legalism beneath the surface. Up to now, the intertexture between “Equality” and “Difference” can probably still contribute to the rebuilding of the Golden Rule by means of their distinctive characteristic of thought and profound historical accumulation.

This study was conducted to provide basic data and insight into behaviors that result in increased continuous sales and competitiveness. This was done by examining the effect of personal involvement on customer satisfaction and trust, the effect of customer satisfaction on switching cost and loyalty, the effect of trust on switching cost and loyalty and by analyzing the indirect effect of trust and loyalty to personal involvement on switching cost and loyalty of the patrons of casual dining restaurants. In order to achieve the goals of the study, a hypothesis and structural equation were proposed based on preceding research and the proposed model was analyzed using LISREL 8.30 to prove the hypothesis and better understand the interactions between the cause and effect. The results were as follows: Six proposed hypothesis were chosen and the indirect effect was verified. In other words, customers' personal involvement was shown to have an effect on trust and devotion and satisfaction influenced switching cost and loyalty. Trust had an effect on switching cost and loyalty and by analyzing the indirect effect the customers' personal involvement was shown to affect the switching cost and loyalty through satisfaction and trust. The result of this analysis provides clues to better understand the eating-out behavior of customers and proves that personal involvement, satisfaction, trust, switching cost and loyalty are directly and indirectly related.