京都大学 / 0048 / 新制・課程博士 / 博士(教育学) / 甲第18534号 / 教博第163号 / 新制||教||148(附属図書館) / 31434 / 京都大学大学院教育学研究科教育科学専攻 / (主査)教授 吉川 左紀子, 教授 楠見 孝, 教授 子安 增生 / 学位規則第4条第1項該当 / Doctor of Philosophy (Education) / Kyoto University / DFAM

行銷上，我們可以看到有許多品牌透過與消費者建立關係，來創造其與消費者之間更緊密的連結。這種策略的其中一種做法，便是為品牌塑造一種個性，使品牌與消費者之間建立關聯。而品牌個性的概念乃是基於消費者對於品牌的知覺，將人類的性格與特質加諸在該品牌上。消費者傾向透過在品牌當中尋求自我表達的功能，因此如果個人能夠認同該品牌，將會經驗較高程度的自我概念一致性，從而正向影響他對該品牌在理性和感性上的評估。 時尚產業的服飾、配件等主要產品具有外顯的性質，在消費者使用這些產品的時候，得以藉此表達自我的形象、特質，因此，在時尚產業的行銷當中，品牌與消費者的自我概念一致性被視為扮演重要的角色。然而，時尚產業當中不同的產業位階，如傳統精品、快速時尚，兩者即有諸多面向的不同，在不同位階之間，究竟品牌應塑造與其目標客群在真實自我，或是理想自我上的一致性，才能成功創造消費者對品牌較好的態度，甚至產生情感依附呢？ 本研究旨在分析品牌個性與消費者的真實與理性自我概念一致性在傳統精品、快速時尚品牌之間，是否存有適用性上的差異。研究首先回顧過去相關研究之文獻，了解品牌自我概念領域的研究進程，並探討自我概念一致性類型、時尚產業位階之間的特性，以及消費者在理性與感性上評估品牌的指標。接著訂定研究方向，以人物個性和品牌個性共同組成真實、理想自我一致性的不同情境，從而探討當品牌在提升消費者品牌態度與品牌情感依附時，在傳統精品和快速時尚之情形下，品牌自我概念一致性的適用性各自為何。 本項研究實驗採用情境故事法進行，並以2（人物個性：真實外向理想內向、真實內向理想外向）x 2（品牌個性：外向、內向）x 2（時尚產業位階：傳統精品、快速時尚）的二因子實驗設計，將實驗總共分成八組。 本研究發現，不同的時尚產業位階在真實、理想自我概念一致性並無顯著適用性的差異，反而在整體而言，皆以真實自我概念一致性對於品牌情感依附具有顯著較好的影響。 因此，對於時尚產業之行銷規劃上，無論傳統精品或快速時尚，皆應以其目標客群之真實自我為其設計品牌個性之主要依據，並強調品牌貼近、表達，並能體現消費者之真實狀態與價值，從而成功提升消費者對品牌之情感依附，加深消費者與品牌之心理層面連結。 / In today’s marketing world, it is commonly seen that certain brands are trying to build up relationships with their consumers in order to create a stronger connection with them. Among the many tactics of this strategy is to match the brand’s personality with that of the consumers’, in turn generating a linkage in between. The concept of brand personality is to have the brand endowed with a personality which is usually found in humans. A consumer tends to seek and pursue within the brand the function of self-expression, since if a consumer can identify with the brand, he will experience a higher level of self-congruence, which then leads to positive impacts on his perception and evaluation of that same brand. The conspicuousness of apparels in the fashion industry implies the fact that consumers use these products as a means to express their self-images and personality traits. Therefore, brand self-congruence plays an important role in the marketing of such an industry. Nevertheless, since characteristics vary greatly within the fashion industry due to the existing hierarchy among brands, there remains the question whether a fashion brand should create a personality to fit the actual or ideal self-congruence of its target audience to successfully generate better brand attitude and even form stronger relationships as emotional brand attachment. The objective of this study is accordingly to analyze whether the application of actual and ideal self-congruence differs within the fashion industry. The study first reviews previous literatures related to the topic to understand the progress having been made to date, and researches on the topic of types of self-congruence, the fashion industry, and the predictors of consumer evaluation of brands. The study then moves on to setting the conceptual framework, where scenarios were designed to understand the application of actual and ideal self-congruence of luxury fashion and fast fashion. The study adopts a scenario approach to manipulate self-congruence, and has a 2 (personality of the person: actually extrovert-ideally introvert vs. actually introvert-ideally extravert) x 2 (brand personality: extravert vs. introvert) x 2 (fashion industry: luxury fashion vs. fast fashion) between-subjects full factorial design, generating eight experimental conditions. The study found no significant difference between luxury and fast fashion in terms of the application of two self-congruence types. In contrast, a generally better influence is seen for the actual self-congruence in generating consumer emotional brand attachment. Therefore, the study attempted to suggest that actual self-congruence should be used to build brand personality both for luxury fashion and fast fashion through expressing and performing consumers’ authentic self and value, so as to successfully increase emotional brand attachment which in turn deepens the psychological connection.

重要性（Materiality ）是審計過程中一個極重要但又很模糊不清的觀念。一方面審 計人員必須依據重要性來作專業判斷，但是另一方面又沒有任何準則來指導重要性判 斷。因此，審計判斷的品質經常良莠不齊，而投資大眾對查帳報告的信心也大為降低 。就因為這個綠故，所以研究審計重要性判斷成為一件刻不容緩的事情。 本論文採用Brunswik的透視模型（Lens Model）來研究重要性判斷。研究對象為某大 學會計系四年級的６０位學生，研究內容包括：（１）要求這６０位學生根據３個線 索（Cue ）來判斷一項存貨沖銷事件是否重要（這３個線索分別是該沖銷金額對淨利 百分比、對存貨百分比、以及對總資產百分比）；（２）研究這６０位學生的重要性 判斷策略（Judgment Policy ，使用統計ANOVA 與ω□）以及判斷的品質（Judgment Quality ，使用Stability 、Self-insight、與Consensus 三個指標）；（３）研究 穩定性（Stability ）、自我洞查力（Self-insight）、一致性（Consensus ）三者 之間的關係。 研究結果顯示學生的穩定性、自我洞查力、一致性均很低（其總平均分別為：．３９ ９７、．２０５０、．３８６９），而且個別差異很大（其標準差分別為：．４００ ８、．７３６９、．１８４８）。至於三個指標之間的關係也並不明確（穩定性與自 我洞查力、一致性的相關係數分別為：．０１９５、．２７４２，而自我洞查力與一 致性則為．０１０４）。

一冊，七萬字，分五章十九節。第一章研究動機與目的；第二章理論基礎、相關文獻 概述及研究假設；第三章研究方法；第四章資料分析與解釋；第五章結論與建議。 本研究想了解家庭中父母對子女的教導方式不同，對於子女關心及了解公共事務是否 有影響。自變項為家庭傳播形態，依子女被教導成概念取向或社會取向，分成多元型 ，保護型、一致型、放任型四類家庭，應變項為關心公共事務，以問卷方式調查中學 生對政治問題的關切與膫解程度，進而與自變項進行統計分析。 另外用閱讀報紙或收看電視的硬性、軟性內容作為參考變項，看看除了家庭傳播形態 對子女的影響外，大眾傳播媒介是否也對關心公共事務產生影響。並略探討一下家庭 傳播形態與子女收看硬性、軟性內容是否有關。

一般在區隔市場所使用的變數可分三類，即也理變數、人口統計變數、心態變數。 在本論文中將前二者合稱為社經變數。 事實上，使用這些區隔變數的目的乃在使行銷機會更易發現與確認。但是並非每一 變數均輕易可得。就心態變數與社經變數而言，消費者之社經資料之獲取應比其心 態資料容易，所費的成本也較節省。因此如果分別以兩組變數來區陽某市場，而有 一致性的效果時，吾人當然以社經變數來發現我們的行銷機會。 本論文以台灣區社會風險市場（人壽保險市場）為例，利用統計學上多變數分析法 來檢定社經與心態變數在區隔市場時，是否有一致性。 #2810567 #2810567

真核生物在遺傳資訊核糖核酸實際轉譯成蛋白質之前，可能受環境、序列上的特定二級結構、特定部分序列樣式……等影響，而製造出目的、功能不同的蛋白質，這項生物機制稱為選擇性接合。目前對於選擇性接合機制的形成原因、根據何項資訊作選擇性調控，尚未有全面性的研究足以判斷。本研究嘗試透過發展適當的資料探勘技術，分析大量核糖核酸序列，找出可能影響選擇性接合的序列樣式。 選擇性接合可分為七種類型，我們針對其中一類稱為跳接式選擇性接合的基因資料，根據分析該資料的特性，提出兩類型的容錯資料探勘方法與流程，分別是全序列樣式探勘與轉化重複結構樣式探勘。前者對發生跳接式選擇性接合的整段intron序列，找出所有容錯頻繁樣式。再利用Kum[18]等人提出的一致性序列樣式的近似探勘方法，找出足以代表同一群聚中所有頻繁容錯樣式的一致性序列樣式。 轉化重複結構樣式探勘的作法則是先找出intron序列的前後部分區段中，可能具有容錯轉化重複樣式的序列集合。再進行容錯頻繁樣式探勘與一致性序列樣式的近似探勘方法。由於轉化重複樣式是生物序列中常見的一種序列結構，可能透過該類型結構，影響跳接式選擇性接合的發生方式。因此利用這樣的探勘方法，我們可以找到可能的具重要決定性轉化重複結構樣式。 最後，我們對兩個選擇性接合資料集合Avatar-120和ISIS-54，進行全序列樣式探勘與轉化重複結構樣式探勘實驗，討論發掘出序列樣式的支持度及平均錯誤率。並進一步與Miriami[24]等人研究發表的兩個樣式比較，利用整體序列最佳並列排比，評估樣式間的差異性，以發掘出“新穎”的樣式。 / Before RNA sequences are translated into proteins, eukaryotes may produce different functional proteins from the same RNA sequences. It is due to influence of environment, second structure, specific substring pattern, etc. This mechanism is named alternative splicing. At present, there are still not enough research to judge causes and critical information of alternative splicing. We try to develop suitable data mining technologies to analyze large number of RNA sequences, and find out possible patterns affecting alternative splicing. Basically, there are seven possible types of alternative splicing. We focus on “exon skipping” type. According to the analysis of exon skipping data, we propose two fault-tolerant data mining methods and procedures: “Full Sequence Pattern Mining (FSPM)” and “Inverted Repeat Pattern Mining (IRPM).” Full sequence pattern mining method can be applied to mine all fault-tolerant frequent substrings in the whole intron sequences, and then get consensus sequential patterns using ApproxMap method proposed by Kum[18]. Inverted repeat pattern mining method can be used to look for consenesus patterns with structure of inverted repeat. Because inverted repeat patterns are often appeared in biological sequences and such structural patterns may result in exon skipping. We could discover some important patterns by this method. Finally, we mined patterns from two alternative splicing databsets “Avatar-120” and “ISIS-54”by above two proposed methods. The support and average fault number of mined patterns were discussed. These patterns were also used global alignment method as compared with two patterns (C / G-rich) discovered by Miriami[24]. Novel patterns measured by discrimination were reported.

本研究主要目的是希望對形象投票進行更深入的探究；嘗試更進一歩地探討候選人的形象會不會影響?如何去影響?選民的偏好與支持。候選人媒體形象一直是影響投票行為的重要變數。近年來在政治行銷的趨勢下，整合行銷傳播的概念應用於選戰行銷的趨勢也愈發明顯，所強調的成功行銷策略就是訊息的整合，訊息的一致性可以幫助達成最大的行銷效益。另一方面，2005年國民黨黨主席選舉確實有其劃時代的意義，再加上兩位候選人王金平、馬英九媒體形象的突出性和對比性，顯示形象投票的模式的確在此次選戰中發酵，而兩人在此次選戰的媒體形象塑造和過去長期以來相較，似乎王金平是嘗試區隔、馬英九則是企圖延續。本研究因此試圖以此次個案來觀察候選人媒體形象一致性與選民的偏好程度之間的關係。本研究試圖加入行銷學的理論，視候選人為單一商品；視候選人媒體形象訊息的一致性為商品的販售策略；以選民的偏好程度為商品行銷成功與否的標準，探討候選人媒體形象一致性程度所產生的影響；檢驗候選人的媒體形象若一致性愈高，是否愈能提高選民的偏好，如同商品若行銷訊息一致性愈高，愈能提高行銷的效益。 研究結果顯示驗證了本研究的假設：即王金平長期性和短期性的媒體形象較不一致；候選人馬英九較一致；選民對馬英九的偏好度是持續上升的，反觀對王金平的偏好度是緩慢下降。換言之，王金平的媒體形象訊息較不一致，因此可能較難突顯他的個人定位和加深民眾的認知強度；而馬英九則相反，由於形象訊息較具延續性，因此容易強化個人的定位和民眾的認知，而較能增加選民的偏好。 從研究結果可以發現，整合行銷傳播所強調，成功的行銷策略—「訊息的整合」，確實對於競選策略的規劃上有其參考的意義和價值；「訊息的一致性」不僅可以幫助在商業市場中販售商品達到最大的行銷效益，在本研究的結果中或許能夠初步印証，也可以將此概念移植到政治競選領域中，幫助選戰候選人獲得勝選、增加選民的偏好與支持。

Martin Lindstrom (2005a) 指出除了視覺，嗅覺其實才是人類五官中最重要的，然而目前國內嗅覺相關之研究仍相當稀少。本研究由消費者之觀點出發，主要探討嗅覺線索與標的產品之一致性與否對消費者態度與購買意願的影響，並分析在「涉入程度」及「品牌概念」的調節作用下，對上述關係有何影響。 本研究經由前測，選擇手錶與運動鞋兩產品類別進入正式實驗，手錶產品類別中，以Swatch為象徵型品牌，CASIO為功能型品牌；運動鞋產品類別則以Puma為象徵型品牌，New Balance為功能型品牌。並以模擬的8張彩色平面廣告，施測於530位政大大學部之學生，進行2 (產品類別：手錶/運動鞋) x 2 (嗅覺線索：一致/不一致) x 2 (涉入程度：高/低) x 2 (品牌概念：象徵型品牌/功能型品牌) 的正式實驗。 研究結果顯示：一、就嗅覺線索主效果而言，與標的產品不一致的嗅覺線索比一致性之嗅覺線索更能提高消費者對產品的評價。二、在品牌概念的調節作用下，與標的產品不一致的嗅覺線索比一致性的嗅覺線索更能提升消費者對產品的評價，此情況在消費者面對功能型品牌時比象徵型品牌還要明顯。 整體而言，嗅覺線索的確會影響消費者對產品之評價。本研究提供行銷人員未來在採用嗅覺線索時，可考量的更多因素，以選擇合適的嗅覺線索加以應用。 / Martin Lindstrom (2005a) pointed out that other than sight, smell is the most important sense in the human anatomy. However, research on smell is still rare. This research sets out from the consumer perspective to discuss the effects that consistency between olfactory cues and target products have on purchase intention. Moderating effects of involvement and brand concept are also studied for their effects on the study. Watches and sport shoes were selected as the target products for this study. The symbolic brand in the watch category is Swatch, whereas the functional brand is CASIO; in terms of sport shoes, the symbolic brand is Puma, while the functional brand is New Balance. A2 (product category: watch / sport shoes) x 2 (olfactory cues: congruity / incongruity)x 2 (involvement: high / low) x 2 (brand concept: symbolic brand /functional brand) experimental design collected data from 530 Chengchi university students through 8 color printed advertisements. Research findings indicate the following. (1) In terms of the main olfactory cue effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. (2) In terms of the brand concept moderating effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. This is more evident when consumers deal with functional brands than when dealing with symbolic brands. To sum up, olfactory cues do in fact influence consumers’ evaluations of products. This study provides marketers with numerous factors that should be considered when selecting the adequate olfactory cues.

本研究從日本品牌與日本形象廣告手法在台灣氾濫的社會現實出發，透過對品牌來源國、日本文化認同程度與一致性三個變項的學術理論爬梳，以「表現形式」操弄廣告中呈現的國家印象，而變項間交互作用的分析結果如下： 一、產品的品牌來源國對品牌態度與購買意願有顯著影響；日本品牌較台灣品牌有更好的評價。 二、日本文化認同程度對品牌來源國具有調節作用；日本文化認同程度高的消費者傾向對日本品牌有更多的偏好，對台灣品牌有更負面的態度；而對日本文化認同程度低的消費者，日本品牌與台灣品牌之間的差異則不是那麼明顯。 三、一致性的廣告將導致較正面的品牌態度。 四、日本品牌採用日本形象廣告或台灣形象廣告，都不會對品牌本身有太大的影響；然而，台灣品牌採用一致的台灣形象廣告將使消費者有較正面的品牌態度，不一致的日本形象廣告不但沒有為台灣品牌加分，反而讓消費者產生反感。 本研究的實務意涵則有幾個重點，一是日本品牌不一定是台灣消費市場的萬靈丹，從個人特質來看，日本文化認同程度較低的消費者並不會因為日本品牌的來源國印象改變其產品評估，因此其他的產品或行銷因素可能才是決定消費者意向的關鍵。二是台灣品牌的消費者不一定對日本形象廣告的手法有所偏好，這可以視為對許多台灣品牌以及廣告行銷人員的警訊，因為一般台灣廠商似乎認為若能透過廣告把台灣品牌打造得很日本，就能將廣告中日本的正面形象轉移至消費者對台灣品牌的態度上，因此，近年來浮濫使用日本形象廣告手法的台灣品牌屢見不鮮。但本研究由基模不一致可能導致的負面態度效果切入，研究結果也證實了某些情況之下，台灣品牌若採用了日本形象廣告反而會引起消費者不良的情感評估反應。故實務應用上，日本品牌的定位策略有較多操作空間；台灣品牌則需加強形象管理，不適合採用太過跳躍或多變的形象路線。 / This study is inspired by the social fact that Japanese brands and Japanese image advertising are overflowing in Taiwan. After going through the literature on the three variables of brand country-of-origin, Japanese cultural identity and congruency, this study manipulates country image in advertising with “expression form”, and results of the interactions among variables are as follows: 1.Brand country-of-origin has a significant impact on brand attitude and purchase intention; the evaluation of Japanese brand is better than Taiwanese brand. 2.The degree of Japanese cultural identity has a moderating effect on brand country-of -origin; consumers of high Japanese cultural identity are tend to prefer Japanese brand; however, to consumers of low Japanese cultural identity, the difference between Japanese brand and Taiwanese brand is not obvious. 3.Congruent Advertising leads to a better brand attitude. 4.Whether Japanese brand adopts Japanese image advertising or Taiwanese image advertising, there is no special impact on the brand itself. However, if Taiwanese brand adopts congruent Taiwanese image advertising, it will make consumers have a better brand attitude; incongruent Japanese image advertising won’t bring good to Taiwanese brand but incur consumers’ disfavor of it. Executive implications are also suggested. First, Japanese brands are not always overwhelmingly favored in the market of Taiwan. From the point of personal characteristics, consumers of low Japanese cultural identity won’t change their product evaluations due to the brand country-of-origin image of Japan. Thus, other product or marketing factors might be the keys to consumers’ intentions. Second, consumers of Taiwanese brands do not necessarily prefer Japanese image advertising, and this could be regarded as a warning to Taiwanese brands and practitioners in advertising and marketing, because generally the manufacturers in Taiwan seem to consider that as long as they can build Taiwanese brands Japan-like, the positive image of Japan in advertising would be transferred to consumers’ attitudes on Taiwanese brands. Consequently, Taiwanese brands abusing Japanese image advertising have been prevalent in recent years. The study is based on the negative effects of schema-incongruency on attitude, and the results also prove that under certain circumstances, it would cause consumers’ unfavorable affective responses instead that Taiwanese brand adopts Japanese image advertising. Therefore, in application for practice, positioning strategies of Japanese brands are more flexible to manipulate. Taiwanese brands have to put emphasis on image management and prevent changeful or varied image tactics.

本文以公平交易委員會於2007年8月30日第825次委員會決議，就國內三大乳品公司，即統一企業股份有限公司、味全食品工業股份有限公司及光泉牧場股份有限公司於2006年8月1日同步調漲鮮乳銷售價格一案為例，探討一致性行為與公平交易法規範關係之研究。 本案值得探討之處在於公平會於本案之處分中，係首次依公平交易法第24條、行政罰法第10條，論以被處分人未克盡防止「足以影響交易秩序之顯失公平行為事實發生」義務之行政法上不作為犯。 本文經研析公平會於處分書中所載事證與公平交易法第24條、行政罰法第10條之涵攝及適用情形後，試提出評析意見。另據本案所顯示之事證，本文認為公平會於本案執法上，若採以一致性行為論處似較為妥適，並提出此看法之適用見解。 / The objective of this dissertation is to expound the relation between concerted action and Fair Trade Law by studying administrative action for concerted increasing price action in three leading milk products companies case. This case is wothy studying for it is the very first time for FTC to punish actors’breaching of duty under administrative law for fail to prevent the occurrence of the obviously unfair conduct that is able to affect trading order. By analysising the disclosed evidences and the way FTC applying article 24 of Fair Trade Law and article 10 of Administrative Penalty Act to the case, the auther make a try to present the concerning legal opinions. The study suggests it would be a proper way to deal with the case by applying the concerted action theory. At last, concerning legal opinions are also presented to support the conclusion of the study.