京都大学 / 新制・課程博士 / 博士(経営科学) / 甲第24770号 / 経営博第25号 / 新制||経営||5(附属図書館) / 京都大学大学院経営管理教育部経営科学専攻 / (主査)教授 山内 裕, 教授 山田 仁一郎, 講師 嶋田 敏 / 学位規則第4条第1項該当 / Doctor of Philosophy in Management Science / Kyoto University / DGAM

京都大学 / 新制・課程博士 / 博士(文学) / 甲第24958号 / 文博第928号 / 新制||文||735(附属図書館) / 京都大学大学院文学研究科思想文化学専攻 / (主査)教授 津田 謙治, 教授 周藤 多紀, 准教授 伊原木 大祐 / 学位規則第4条第1項該当 / Doctor of Letters / Kyoto University / DGAM

京都大学 / 新制・課程博士 / 博士(人間・環境学) / 甲第25372号 / 人博第1114号 / 新制||人||260(附属図書館) / 京都大学大学院人間・環境学研究科共生人間学専攻 / (主査)准教授 武田 宙也, 教授 佐藤 義之, 教授 青山 拓央, 教授 杉山 直樹 / 学位規則第4条第1項該当 / Doctor of Human and Environmental Studies / Kyoto University / DGAM

本論文主要是探討北區職業婦女的生活壓力和其婚姻滿意、生、心理健康狀況、工作 滿意及休閒型態的關係。全一冊，共四章十二節。本研究中的生活壓力是指職業婦女 在工作與家庭的雙重壓力下所可能的壓力來源，主要包括三方面：(一)角色間的衝突 (二)負荷過重(三)工作和家庭間的彼此干擾。研究的目的有三：(一)探討職業婦女的 生活壓力和其婚姻滿意、生、心理健康狀兄、工作滿意及休閒型態間的關係；(二)探 討人格特質焦慮性和社會支援與職業婦女生活壓力間的關係；(三)探討不同人口統計 變項和職業婦女生活壓力的關係。研究的受試者主要是北市和基隆市各公民營機構和 學校的結婚且至少育有一子的職業婦女。測量方法是以問卷施測的方式。最後以SPSS 的迴歸分析、變異數分析來處理資料。 研究結果發現：(一)職業婦女的生活壓力和其婚姻滿意、生、心理健康狀況有關，但 和休閒型態及工作滿意無關；(二)焦慮性和社會支援與壓力的大小有關係；(三)不同 人口統計變項的受試者，其對壓力大小的覺知不同。

本論文一冊、五萬多字，共五章十三節。主要研究多元體系、個體的百貨批發商之客 戶所認知對批發商的滿意水準及滿意水準形成過程的一個因果模式。用完全隨機抽樣 一百家零售店、並由筆者親自訪問各家老闆。資料分析的技術有相關分析、因徑分析 及逐步迴歸分析等。得到的結果發現，當批發商使用強制性權力來源時，零售店的滿 意水準會降低；但是，如使用非強制性權力來源，則滿意水準會升高。另外，零售商 所認知的批發商權力及衝突，也會降低其滿意水準。

本研究從實務界選擇廣告創意人的準則出發，探討大學教育在因應廣告創意的實務需求時，所提出並加強的課程設計方向。務使大學廣告創意教育所培育的廣告創意人才，符合實務界的用人期待。 廣告是一門實用科學，如何讓教育與實務緊密結合，是廣告教育的最大挑戰。因此課程設計益發重要。在文獻探討中，實務界認為大學廣告課程有太過學術化、脫離現實競爭等議題。實務界希望他們的創意人員，在學校能就概念、技術、溝通三種技巧學習，還要理解廣告公司環境裡的競爭性、官僚行為、內部政治跟商業行為等等；期待創意課程同時涉足判斷力養成、有策略紀律、熟悉國際廣告、團隊精神、提案技巧、對公司政治具備敏感度等等。 在個案研究及深度訪談後，進行對廣告創意課程的設計。個案研究以廣告系修習廣告文案進階課程的學生進行教學實驗。深度訪談則集中在國內各大廣告公司資深創意人對國內廣告創意教育的認識與建議上。 研究發現符合實務界理想的廣告創意課程有下列方向：現實感、發想概念的能力、判斷力的養成、教導想法、職業認知、提案技巧、作品集、加強實務師資、從國際廣告吸取經驗、團隊精神。並據此由實務界觀點出發，結合作者經驗建構出八節符合實務需求的廣告創意課程：1.如何從創意哲學中培養看廣告概念的眼光。2.創意簡報。3.消費者心聲。4.廣告概念。5.創意概念。6.創意執行手法。7.創意素材。8.評估廣告。 / This study started with how advertising agency chose their employees, and how the university advertising creative curricular played their role on educating students to meet the expectation, and how to design or reinforce the current creative curricular. The objective was to educate the students in a way that met the practitioners’ perspective. Advertising was a pragmatic science. How to tie education with practitioners’ expectation tightly was a real challenge. In literature studies, the practitioner considered that the university creative curriculum constrained with over-academic, and lack of the knowledge of competition in real world. The practitioners were looking for creative personnel who studied the skills of concept, technique and communication, as well as the competition, bureaucracy, politics and business reality in the advertising agency. The creative curriculum was expected to teach following disciplines: self-editing, adherence to strategy, exposing to awards annuals, partnership, presentation, agency politics…etc. After conducting a case study and several in-depth interviews, a design for creative curriculum was ready to form. The case study was experimented with students who took advertising copywriting program in university. And the in-depth interviews were from agency’s senior creative personnel who talked about their point-of-views on their knowledge and suggestion for university creative curricular. Research suggested that the creative curriculum to meet the practitioners’ perspective must include the following principles: learning the reality, capable of generating concepts, teaching cerebration, understanding the nature of business, presentation skill, portfolio, uses of practitioners’ experiences, learning from global advertisements, and team work. And based on those practitioners’ perspectives, along with the writer’s personal experience, an eight-lesson program for university advertising creative curriculum was designed: 1. To See an Ad. 2. Creative Brief. 3. Cunsumer Insight. 4. Advertising Concept. 5. Finding the Creative Concept. 6. Some Tools to Create an Ad. 7. Creative Executions. 8. How to Evaluate Creative.

多重通路的經營型態於台灣已呈現穩定發展的狀態。然而，在過往研究中多重通路之間的關係較多從廠商的角度探討通路衝突與互補的情形，忽略了學者Stewart 與 Pavlou (2002)所強調：「多重通路間彼此互補或替代的關係，應由消費者的觀點來加以檢視」。本研究從消費者的角度，檢視在消費者心中不同通路之間呈現出替代亦或是互補的關係。以銀行業為研究背景，並以近半年內曾使用多重通路辦理銀行相關業務的民眾為抽樣對象，同時採用網路問卷以及人員訪問的方式，收回有效問卷共365份。藉由多元迴歸分析，針對銀行所提供之廣泛性決策與非廣泛性決策型業務，從服務品質的角度，探討消費者在實體通路與網路通路中的顧客滿意度對消費者未來持續與該銀行往來意願之影響。並藉由消費者對不同通路之顧客滿意度的交互作用分析，推論在消費者心中多重通路彼此間的互補或替代關係。 研究結果顯示，針對廣泛性決策型業務： 1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的整體滿意度」，皆對未來持續往來意圖有顯著的正向影響。 2. 網路銀行整體價值與實體銀行中的環境及便利性間呈現出互補的效果。 針對非廣泛性決策型業務： 1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的資訊提供滿意度」，皆對未來持續往來意圖有顯著的正向影響。 2. 網路銀行交易價值與實體銀行中的服務人員間呈現出互補的效果。 3. 網路銀行交易價值與實體銀行中的環境及便利性間呈現出替代的效果。 / The multi-channel business model has been stable development in Taiwan. However, most of the researches toward the channel relationship within the multi-channel environment focused on the corporation perspective in the past research, but ignored what Stewart and Pavlou (2002) have stressed that substitution and complementarity of different channels should be examined from a customer perspective. This research surveyed the channel relationship from the perspective of the consumer. The research chose the banking industry environment, and targeted the consumer who has applied multiple channels in dealing with banking related service in the last 6 months. The survey collected 365 valid questionnaires by adopting internet survey and people interview. By using multiple regression analysis, the research differentiated the extensive and non-extensive decision making services and probed the impact of the satisfaction in brick-and-motar (B&M) channel and internet channel toward the intention to continuous dealing with the bank company with the view of service quality. By adopting interactive analysis of customer satisfaction in different channels, the research deduced the relationship of multiple channels. The research concludes that for the extensive decision making services: 1. The satisfaction of the employee in the B&M bank and the satisfaction of the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company. 2. There is complementarity effect between the overall value of the internet bank and the environment and convenience of the B&M bank. For the non-extensive decision making services: 1. The satisfaction of the employee in the B&M bank and the satisfaction of the information providing in the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company. 2. There is complementarity effect between the trading value of the internet bank and the employee of the B&M bank. For the non-extensive decision making services: 3. There is substitution effect between the trading value of the internet bank and the environment and convenience of the B&M bank.

本研究旨在探討幼稚園教師組織文化知覺、創意人格對於其創意教學之影響及三者之關係。首先瞭解幼稚園教師組織文化知覺、創意人格與創意教學之現況；其次分析不同園所屬性與教師個人變項在三者之差異情形；第三，分析幼稚園教師組織文化知覺、創意人格與創意教學三者之相關性；最後，以多元迴歸及結構方程模式分析幼稚園教師組織文化知覺與創意人格對其創意教學之預測力，以及三者結構方程模式之適配情形。 本研究透過文獻探討以及問卷調查法來瞭解上述研究目的，利用「診斷組織文化測驗」、改編之「創造性人格量表（Creative Personality Scale）」以及自編之「教師創意教學量表」為研究工具。以台北市公、私立幼稚園教師為研究母群體，並藉由兩階段抽樣方式抽取107所園所，321位教師為主要研究對象。共發出321份問卷，整體回收率有效問卷為63%。問卷回收後，使用SPSS14.0統計軟體及AMOS5.0進行描述性統計、信度分析、初探性與驗證性因素分析、獨立樣本t考驗、單因子變異數分析、Tukey多重比較、皮爾森積差相關、多元迴歸以及結構方程模式來分析資料。本研究主要結論如下： 壹、幼稚園教師所知覺之組織文化類型為「階層型文化」，且教師整體而言具高度創意人格與創意教學，且以「積極靈巧」之特質最為明顯；且能省思自己的教學目標。 貳、教師年齡與年資差異存在於其創意人格及創意教學中，其中，教師年齡越長、越資深，越具有明確的教學目標，在教學方法與評量上也越具創意。學歷程度之差異則存在於其創意教學中，且顯示教育研究所畢業之教師創意教學程度高於一般大學畢業之幼稚園教師。 參、共識型組織文化與創意教學相關程度最高。然，共識型的組織文化雖有助於教師創意教學的產生，但不保證教師能有高度的教學創意。 肆、教師本身之創意人格與創意教學有高度相關，且比幼稚園組織文化更能預測其教學創意程度。 伍、「共識型文化」、「發展型文化」、「理性型文化」三種文化類型與教師創意人格及創意教學之結構方程模式適配度尚可接受。 最後，研究者根據上述研究結論針對幼稚園、幼稚園教師以及未來之研究提出建議，以期對未來學前階段之創造力教育有所助益。 / The main purposes of this study was to: (a) understand the current situation of the teachers’ awareness of organizational culture of kindergartens, creative personalities and creative teaching; (b) explore the data of the teachers’ awareness of organizational culture of kindergartens, creative personalities and creative teaching between different backgrounds and influencing factors; (c) analyze the relationship between these three variables; (d) explore the predictive power of the teachers’ awareness of organizational culture of kindergartens and creative personalities on the creative teaching;(e)use SEM (Structural Equation Modeling) to explore the goodness-of-fit of the model between the teachers’ awareness of organizational culture of kindergartens, creative personalities and creative teaching. To accomplish these purposes, the methods adopted were a comprehensive literature review and a questionnaire. Three scales were used to measure the following constructs: “Creative personality scale”, “Diagnosing Corporate Culture”, and “Creative Teaching Scale for Kindergarten Teachers”. A total of 215 teachers from 107 kindergartens (both public and private schools) participated in this survey in Taipei, and with an effective response rate of 63%. The questionnaire data were analyzed by descriptive statistics, Cronbach αcoefficient analysis, explorative factor analysis, confirmative factor analysis, T-test, one way ANOVA, Tukey posteriority comparison, Pearson’s correlation analysis, multiple regression analysis, and Structural Equation Modeling through the use of SPSS14.0 for windows and AMOS5.0.The major results were summarized as follows: 1. The teachers’ awareness of organizational culture of kindergartens is an Internal Process Model (a bureaucratic type). Teachers are smart with high scores on creative personality and high scores on creative teaching, especially in the aspect of teachers’ teaching goals. 2. Teachers with over 21 years of teaching experience are more creative on teaching than the beginning teachers with only 1 year of teaching experience. Furthermore, the young teachers have less creative personalities than the older teachers. Besides, the teachers with a master degree in education are more creative on teaching than teachers with a bachelor degree in other fields than education. 3. A human relations model may contribute to teachers’ creative teaching, but would not necessarily bring about teachers’ high creative teaching. 4. Teachers’ creative personality is more predictable than the organizational culture of kindergartens. 5. The goodness-of-fit of the models between the teachers’ awareness of organizational culture of kindergartens, creative personalities and creative teaching are acceptable, especially in the human relation model, open system model and rational goal model. Keywords: Kindergarten teachers, creative teaching, creative personality, the organizational culture of kindergartens, Structural Equation Modeling (SEM)

國防部「精進案」政策執行後對國軍醫院醫療人員任職進用的影響甚大，其中以組織成員對進用管理、工作滿意及留職意願為主要關鍵，然而很少有研究者探討國軍醫院中進用管理與醫療人員工作滿意及留職意願間之關聯性。本研究之目的及在探討國軍醫學中心在「精進案」組織變革後，將醫療人員的進用管理、工作滿意及留職意願間之關聯性，透過問卷統計分析方式，歸納出以下的結論： 一、「精進案」政策執行後，國軍醫學中心醫療人員還是可以接受單位進用管理方式，並維持高度的工作滿意度，進而更有意願繼續留在國軍醫學中心服務。 二、年紀較長、高教育程度、擔任主管職位、服務在主要科別、服務年資年資及總年資較長的國軍醫療人員，其對進用管理認可程度較高。 三、男性、年紀較長、高教育程度、擔任主管職位、服務在主要科別、服務年資及總年資較長的國軍醫療人員，其對工作滿意程度較高。 四、已婚者、高教育程度、擔任主管職位、服務年資較長的國軍醫療人員，其對留職意願傾向較高。 五、提昇國軍醫療人員對進用管理的認可程度，可使人員加強人際合作關係，並將工作環境結合為個人生活的一部份，內化為自我實現的積極態度，進而提高工作滿意的程度。 六、「精進案」政策執行後，國軍醫學中心醫療人員對於單位進用管理方式認同程度越高者，其對自我的人際合作、融入工作環境、自我實現的追求及留職意願等方面認同程度也越高。 根據上述研究結果，筆者針對任職進用管理實務，提出以下建議﹕ 一、建立明確的目標與願景，並讓醫療人員清楚瞭解。 二、修訂國軍軍醫經管規定，整合人力資源與教育管理體系及單位。 三、提昇人員對人事政策的參與度。 四、妥善運用多元化獎勵與福利措施。 五、調整獎助金分配，實施一定比例的「變動獎助金」。 六、提昇醫療人員自我形象與專業素養。 七、建立學習型組織與氣氛，持續醫療人員職涯輔導。 / After the Armed Forces Streamlining Program, heavily depends on military medical officers which recommends for recruitment and employment, organizes the member to recommend for employment the management, satisfaction and remain on jobs rate as well. However, only little research had conducted to study the linkage of promotion program between people satisfaction and remain on job rate for the people who works at the military medical hospitals. The objective of this research focused on the promotion program, people satisfaction and remain on job rate after the process of the organization transformation through questionnaire and analysis. The results were summarized as follows: 1.The promotion and management program were accepted and maintain high satisfaction rate by the employee of the Armed Forces Medicical Center after the Armed Forces Streamlining Program, the employee have higher willing to remain their job at Armed Forces Medicical Center. 2.The new promotion program was more acceptable for the elder, high educated, manager level, people who worked for major departments and senior staff. 3.Male, elder, high educated, manager level, people who worked for major departments and senior staff were more satisfied for their job. 4.Married, high educated, manager level, senior staff were more like to remain at Armed Forces Medicical Center. 5.Employee more satisfied their jobs and work as a team, due to increase the acceptance of the promotion program, through enhance employee's relationship, integrates work and daily life and with enthusiasm for self-accomplishment. 6.After the Armed Forces Streamlining Program, got very positive results in promotion program acceptance, relationship build-up, integrates work and daily life, self-accomplish and remain on job. According to the above study results, some suggestions were proposed as below for the promotion program execution: 1.Establish clear mission and vision, let the employee who worked for Armed Forces Medicical Center fully understand. 2.Revise the management guidance for military medical doctors, harmonize HR (human resource), education manage system and related departments. 3.Enhance the participation of HR policy. 4.Properly using multiple reward and bonus programs. 5.Revise the bonus payment scheme, perform a fixed ratio of “flexible bonus”. 6.Improve the professional image and self-accomplishment of employee. 7.Build up the learning style organization and team spirit. Continue the career development program for employee.

本文透過操弄雙字詞詞首的語意(sense)多寡和左右視野，試圖探討中文雙字詞的語意表徵和左右大腦對於多意詞(polysemy)的處理機制。實驗一顯示的左右腦結果和Pylkkänen等人在2006年的MEG研究相似，也就是左腦的多意詞促進效果，支持多意詞單一表徵的型態；然而，右腦卻呈現多意詞抑制的效果。這樣的現象產生兩者可能解釋：(1) 右腦還是屬於單一語意表徵，但由於右半腦處理語意的特性，導致和左腦得到不同的結果；(2)右腦的結果是來自於右腦屬於語意多重表徵(separate entries)的因素。為了要釐清這些說法，實驗二進一步的改變作業深度，讓受試者做詞類判斷作業，企圖讓受試者進行比較深層的語意處理。實驗二結果顯示，在改變作業深度之後，我們的確得到右腦語意促進效果，所以證明右腦的語意屬於單一表徵，在比較深層作業處理階段，因為左右腦處理語意的特性，使得右腦有機會呈現實驗預期的結果。另外，在動詞、名詞事後分析的結果中，我們也發現動詞、名詞的語意效果在大腦有不同的分布區位。名詞的語意效果分布在大腦中間偏後的位置；動詞則是主要分布在大腦前額一帶 總結以上發現，本研究的發現支持過去學者所提出的多意詞單一表徵的說法；第二、本研究對左右半腦處理語意特性，也符合過去的假設，也就是左腦擅長主要、細微的辨識，右腦則擅長維持次要、普遍語意。第三、本研究額外的發現是，動詞、名詞的語意效果在大腦有不同的分布，意味著不同的詞類在大腦可能有不同的表徵。 / Acknowledgements …………………………………………………………iv Tables…………….……………………………………………………………ix Figures …………………………………………………………………………x Chinese Abstract …………………………………………………………xii English Abstract ………………………………………………………xiii CHAPTER 1. INTRODUCTION ……………………………………………………..……1 1.1 What are senses? Homonymy vs. Polysemy …………………….1 1.2 English words vs. Chinese compounds ………………………….3 1.3 Hemispheric processing of semantic ambiguity ……………4 2. REVIEW OF RELATED PSYCHOLINGUISTIC RESEARCH ………………6 2.1 Neighborhood size effect in English …………………………6 2.2 Neighborhood frequency effect …………………………….……9 2.3 Event-related potentials (ERPs) vs. neighborhood size effect....11 2.3.1 Event-related potentials ………………………………….11 2.3.2 The advantages of electrophysiological techniques …12 2.3.3 Language-related ERP components ……………………….…12 2.3.4 The neighborhood size effect and. ERPs ……………..14 2.4 Neighborhood size effect in Chinese ……………………….16 2.5 Lexical ambiguity in English—homonymy vs. polysemy……… 22 2.5.1 Mixed results of ambiguity effects ………………………23 2.5.2 Polysemy—separate entries or single entry? …………25 2.5.3Some evidence for single entry hypothesis of senses…27 2.6 Lexical ambiguity in Chinese …………………….……………26 2.7 Hemispheric asymmetry in lexicon processing ……………33 3. EXPERIMENT 1 ………………………………………………………………38 3.1 Experiment 1... ..……………………………………….….....39 3.1.1 Participants …………………………………………………………39 3.1.2 Materials ……………………………………………………………39 3.1.3 Procedure ……………………………………………………………40 3.2 EEG recording parameters …………………………………………41 3.3 EEG data analysis procedure …………………………….....42 3.4 Results ……………………………………………………………………43 3.4.1 Behavioral data of sense effect ……………………………43 3.4.2 Behavioral data of lexicality effect ……………………44 3.4.3 Event-related potentials ………………………………….…45 N170 (150- 180 ms) …………………………………………………46 Frontal P200 (220-260 ms) …………………………………….……47 N400 …………………………………………………………………48 3.5 Discussion ……………………………………………………………51 4. EXPERIMENT 2 ……………………………………………………………57 4.1 Experiment 2 …………………………………………………………58 4.1.1 Participants ………………………………………………………58 4.1.2 Materials …………………………………………………………58 4.1.3 Procedure ……………………………………………………………59 4.2 Results …………………………………………………………………60 4.2.1 Behavioral data ……………………………………………………60 4.2.2 ERP data ……………………………………………………………61 N170 (150-180 ms) ………………………………………………....62 Frontal P200 (220-260 ms) …………………………………………63 N400 (350-500 ms) …………………………………………………63 4.3 Discussion …………………………………………………………………….65 Nouns and verbs ………………………………………………………67 4.4 Re-analyses …………………………………………………………69 4.4.1 Behavioral data ……………………………………………………69 4.4.2 ERP data ……………………………………………………………....71 Nouns …………………………………………………………………71 Verbs …………………………………………………………………74 4.5 Discussion 2 ………………………………………………………77 5. GENERAL DISCUSSION AND CONCLUSIONS ………………………81 5.1 Separate entries or single entry? …………………………81 5.2 Hemispheric processing of polysemy in different depth of tasks ………....82 5.3 Nouns and verbs ………………………………………………………84 5.4 Conclusions …………………………………………………………….85 References ……………………………………………….……………………86 Appendixes ………………………………………………………….…….94 / The current study used the manipulation of visual field and the number of senses of the first character in Chinese disyllabic compounds to investigate the representation of senses and the hemispheric processing of semantic polysemy. The ERP results in experiment 1 revealed crossover patterns in the LH and RH, which resembled the MEG data in Pylkkänen et al.’s study (2006). The sense facilitation in the LH was in favor of the assumption of single entry representation for senses. However, the inhibition in the RH yielded two possible interpretations: (1) the nature of hemispheric processing in dealing with semantic ambiguity; (2) the semantic activation from the separate-entry representation for senses. To clarify these possibilities, the depth of the task was changed. Experiment 2 was designed to push subjects to a deeper level of lexical processing through the word class judgment task. The results revealed the sense facilitation effect in the RH and suggested that in a deeper level, the RH had more possibility to observe the sense facilitation due to different efficiency of cerebral hemispheres in dealing with ambiguity. By chance, planned comparisons of the sense effect in different word classes suggested different distributions of the sense effects for nouns and verbs. For nouns, the sense effects were located in central-to-parietal areas while for verbs, the sense effects mainly were from the frontal area. In sum, the current study was in support of the account of single entry representation for senses, which was consistent with previous findings proposed by Beretta et al. (2005), Pylkkänen et al. (2006), and Rodd et al. (2002). Second, the research demonstrated that cerebral hemispheres played a role in semantic activation in a complementary way in which the LH was engaged in fine and focused semantic coding while the RH was more sophisticated in coarse coding and maintaining alternate meanings (e. g. Beeman & Chiarello, 1998; Burgess and Simpson, 1988). When the depth of tasks was changed, the RH advantage for the processing of semantically related senses was observed. Third, different distributions of the sense effects for nouns and verbs implied the distinct representations for different parts of speech in the brain.