人生在世，無不期望幸福，而目標的達成是一個人幸福的來源。從文化與自我相互建構的觀點，不同文化下的人擁有不同自我建構（獨立自我vs.相依自我），而追求不同的目標，因此其幸福感的來源基礎應當有所不同。過去的文獻都指出，華人社會是一個集體主義的社會（相對於北美的個人主義），華人的自我是一種相依式的自我；與他人的相融和諧應當是華人重要的幸福感來源。然而，筆者假設：在文化交流頻繁的情況下，當代華人應當同時具有兩種自我建構的特色，一方面，獨立自我可能透過整體自尊而獲得其幸福感，相依自我則以與他人的相融和諧為其幸福感來源。筆者也對自尊的概念作一初步的釐清，認為相融和諧也可以成為個人整體自尊來源，進而影響個人主觀幸福。筆者讓425位參與者接受自我建構（包括獨立自我與相依自我）、整體自尊、相融和諧、以及主觀幸福感（包括生活滿意、正向情緒、負向情緒）等量表的施測，結果發現：當代以台灣為代表的華人，確實兼有相依自我與獨立自我建構的特色，而徑路分析的結果也支持了前述的假設。本研究也發現：自我建構量表的因素分析結果，獨立自我的部分可以抽成兩個因素，一為自我表達，一為追求獨立；進行階層迴歸分析後，發現除了相依自我外，善於自我表達也是有助於與人相融和諧的因素。最後，筆者除了對本研究的反省與限制作一討論外，也提出一些未來可能的研究方向。 / Subjective well-being (SWB) or happiness, which is acquired from achieving one’s goals, is the ultimate motivator for all humans. The theory of self-construals states that people from different cultures have different self-construls (independent vs. interdependent), and pursue different cultural imperatives or everyday life tasks (goals). It has been pointed out that Chinese people have interdependent self-construl, which emphasizes fitting in and maintaining harmonious relationships with important others. However, the author hypothesized that the two views of the self might coexist in Chinese people in Taiwan in the face of the vast-scale cultural invasion from the West. The independent self was proposed to be the predictor of SWB, acting through the mediating variable of global self-esteem, whereas the interdependent self to be predictor of SWB, acting through the mediating variable of fitting-harmony (which means fitting in and maintaining harmonious relationships with important others). It was also hypothesized that fitting-harmony might be an important domain on which self-esteem is contingent; therefore, self-esteem is expected to mediate the effect on SWB for those higher in fitting-harmony. 425 participants completed the self-construl scale, self-esteem scale, fitting-harmony scale, and SWB scale. It was found that the two self-views coexist in Chinese people in Taiwan and the results of path analyses supported the hypotheses described above. Moreover, the result of exploratory factor analysis of self-construal scale showed that the items for independent self could be divided into two factors: self-expression and independence-pursuit. In addition to interdependent self, self-expression was also a significant predictor of fitting-harmony. The results, limitations, and future directions were discussed.

證券市場是企業取得營運資金最主要的管道，也是國民資金投資最佳的選擇，惟前提是必須有一個健全的證券市場，使投資人能安心地將資金投入其中。為了建立這樣的一個投資環境，就必須有要完善的證券法規，當中，主要職司這個功能的就是「證券詐欺法制」。 基於證券詐欺法制在證券法規中所居的關鍵性地位，其良莠不能不說是與國家經濟的健全與否息息相關，因此，本文便以此一主題為研究對象，主要的研究範圍設定在證券詐欺之「構成要件」，定名為「證券詐欺構成要件論」。而「因果關係」只是在證明請求權的存在與否，可與「構成要件」切割，故本文並不包含此一議題。 本文所使用之資料，有相當大的比例是美國(1934年證券交易法Section 10(b))與我國(證券交易法第二十條第一項)的法院判決，以增進本文的實證價值。依據本文之研究，無論是行為要件、客體要件、主觀要件或主體要件，都著實存在相當的瑕疵待修補。希冀本文所得出之研究結論，能為修補這些瑕疵盡到些許的功效。 / The securities market is the most important channel that enterprises gain their business capital; it is also the best option that nationals invest their money to. But this is on the premise that there is a sound securities market. In order to establish this kind of investment environment, a set of flawless securities statutes is needed. Within this legal system, this major function is exercised through the “securities fraud regime.” The securities fraud regime is decisive of the soundness of the securities statute and nation’s economy. Therefore, this dissertation selects this topic as research subject. The scope of this dissertation is restricted in the “requirement ” of the securities fraud. The title is: “The Requirements of Securities Fraud.” The causation element is just an attestation of plaintiff’s plea, it can be separated from “requirement,” therefore, this issue is excluded in this dissertation. The references this dissertation cited are mainly from U.S. and Taiwan’s court decisions. According to the research this dissertation did, no matter behavior requirement, object requirement, mental requirement or subject requirement, there are quite some loopholes that need to be fixed. The writer hopes the conclusion that this dissertation comes up with can somewhat fixed these loopholes.

研究目的 失眠的過度激發假說是目前最廣為接受的失眠病因之一，失眠者通常可觀察到具有身心過度激發的狀態，其中認知神經過度激發假說更由中樞神經的角度探討失眠者的過度激發現象，且已有許多證據支持此觀點。然而過度激發因素在失眠病程上的影響仍不明確，不論在前置因子或是持續因子的層面，激發因素皆經常被提及與討論。本研究以未失眠但具有高睡眠脆弱特質之族群作為研究對象，企圖模擬失眠者在失眠初發之前的狀態，另加入睡前及早晨的自主神經系統與主觀激發狀態之測量，比較其與低睡眠脆弱特質組在有無壓力誘發狀態下，兩組的睡眠中訊息處理程度、睡前及早晨的自主神經系統激發程度與主觀激發狀態，藉以了解（1）壓力是否會引發個體進入較高的主、客觀激發狀態；(2)睡眠脆弱特質在不同的激發程度下，是否會對於個體的睡前、睡眠中及早晨的激發程度造成影響，以初步推論激發狀態因素在失眠病程中所扮演之角色。 方法 以壓力下失眠反應量表（Ford Insomnia Response to Stress Test, FIRST）區分出高睡眠脆弱特質組（HV）13位（6男、7女）、低睡眠脆弱特質組（LV）14位（6男、8女），年齡為19-32歲之健康成人。每位受試者均需在睡眠實驗室進行3個夜晚之夜間睡眠記錄，包含第一晚的PSG測量以排除個案有其他睡眠疾患，並讓受試者習慣實驗環境；第二晚及第三晚則交互平衡操弄基礎情境或壓力情境，在壓力情境下，受試者被告知將進行即席演講，需在睡前抽出演講題目，並於隔天早晨喚醒後10分鐘內發表一篇內容充實、呼應主題之演說，隨後測量心跳變異率（heart rate variability，HRV）、平均心跳間距（r-r interval，RRI）、主觀身心激發狀態（Pre sleep arousal scale，PSAS）等主客觀激發程度，入睡後進行整夜的ERP（事件相關電位[Event-related potential，ERP]）測量，誘發ERPs之實驗流程以oddball典範為主，並於早晨起床後再次進行HRV、RRI及PSAS之測量。 結果 以2（組別）x 2（情境）之混和設計二因子變異數分析比較各組在不同情境下的主客觀激發程度指標是否有所不同。結果顯示壓力確實能引發受試者進入較高的主客觀激發狀態，包含睡前及早晨有較快的平均心跳速率、較高的主觀身心激發程度，而在NREM睡眠中可發現HV在有壓力的情境下，對外界的訊息處理程度顯著較LV組增加，包含較快的N1與較慢的N350出現，但HV在壓力下亦有較快的P2與較強的P900，顯示對外界訊息的抑制功能上升，且隨著睡眠更深，進入慢波睡眠時，P2及P900亦顯著較LV強，表現出更多的抑制外界訊息能力。 結論 本研究探討睡眠脆弱特質在不同激發狀態下對於睡眠的影響，結果顯示壓力能引發個體較高的激發狀態，然而在未失眠族群中，高睡眠脆弱特質對於認知激發狀態下的睡眠中訊息處理程度雖有提高，但可發現高睡眠脆弱特質組亦有較高的抑制外界訊息能力，而不致於使得激發狀態過度影響其睡眠，此結果部分支持失眠的認知神經過度激發假說，過度激發因素可能在持續因子的部分影響性較大，造成個體產生對睡眠的抱怨。另一方面，本研究結果亦彰顯失眠的高危險群的及早介入預防之重要性。 / Introduction: Conditioned hyperarousal has been theorized to be a major etiological factor in chronic insomnia patients. It has been suggested that insomniacs showed more arousal than non-insomniacs in many psychological and physiological measures, including enhanced information processing during sleep as measured by NREM ERPs. However, the role of hyperarousal on the course of development of insomnia remained unclear, it has been considered as a predisposing trait and/or perpetuating factor in the cause of insomnia. The present study compared arousal levels around sleep onset, during sleep and in the morning between non-insomniac individuals with low and high vulnerability to stress-related sleep disturbance, as high vulnerable individuals were proposed to be predisposed to chronic insomnia. The objectives of the study are therefore to investigate: 1) the effect of an acute stressor on arousal level prior, after, and during sleep, and 2) the differences in stress reactivity between individual with high and low vulnerability to stress-related sleep disturbances. Method: Fourteen healthy individuals scoring low (LV) and thirteen healthy individuals scoring high (HV) on the Ford Insomnia Response to Stress Test (FIRST) were studied. All subjects had to sleep in the lab for three nights: a screening/ adaptation night, then a baseline night and a stress night. The sequences of the later two nights were counterbalanced across subjects. During the stress night, subjects were informed that they would be required to give a speech immediately after waking up. Heart rate variability (HRV), r-r interval (RRI) of EKG and subjective arousal level (Pre sleep arousal scale, [PSAS]) was accessed before lights off and in the morning. Then sleep ERP was recorded during the night. An odd-ball paradigm was conducted to evoke ERPs throughout the night. Result: Mixed two-way ANOVAs were used to compare the differences between vulnerabilities and conditions. Both HV ans LV showed higher subjective arousal level and smaller RRI under the stress condition than the baseline condition. During NREM sleep, HV showed increased information processing under stress condition than LV as shown by faster N1, slower N350. Also, HV showed increased inhibition under stress condition than LV, with faster P2 and higher P900. Stronger P2 and P900 were also observed in HV when reached slow-wave sleep stage, comparing to LV. Conclusion: Both groups showed more arousal under stress condition than baseline condition, indicating an acute stress can lead to a higher arousal level. Moreover, high vulnerable individuals showed increased information processing during NREM sleep than low vulnerable individuals, but also showed more inhibition to prevent sleep from being disturbed by external stimulus. The results suggest that increased information processing in reacting to stress may be a predisposing trait for sleep disturbances. However, sleep may be protected by a compensatory inhibitory process in those who have not developed a long-term insomnia.

從邏輯實證主義到巴柏的科學哲學再到孔恩的科學革命，本文從這一連串科學哲學的發展出發，先就科學哲學方法論做一個基本的論述，再以其中巴柏的科學哲學作為討論法律解釋的基礎，其中包括法律的客觀性、否證法在具體疑難法律概念的運用，最後提及法律進步的相關問題。 對於客觀性的追求，巴柏認為並不在於認識的結果本質上能達到真理性，這是因為歸納法上的休姆問題無法解決，所以我們必須放棄對於理論的證實（verifiable）夢想，而改以否證的方式進行理論的檢驗。當一個理論通過愈多次否證的考驗，就會成為一個暫時被接受的理論，而這些暫時性的理論並非沒有錯誤的可能性，因此理論認識的結果應建立在對於各式理論合理的討論可能性（discussibility）與批判可能性（criticibility）上，而客觀性就是理論在批判中所建立起來的一種似真（truthlikeness）或逼真（verisimilitute）。 如果將巴柏所謂的客觀性，具體使用在法學中，法律解釋的客觀性，亦可以被認為建立在互為主觀的討論可能性與批判可能性（inter-subjective discussibility or criticizability）上，此時確保客觀性的科學方法是透過「科學方法的公共性格」（public character of scientific method），或是「科學方法的社會面向」（social aspect of scientific method）來加以觀察的，科學知識的增長就在於這樣公開地批判與討論中，透過經驗的檢驗或是駁斥，不斷成長累積與增加。 具體能夠實施這樣科學方法的場域，亦即能夠促使理論置於一種開放的批判空間，巴柏認為必須在一個開放社會才能達成，在開放的社會中，可否接受批判被當作是理性的標準。開放社會的成員會積極、自由地進行批判以改善他們所處的位置，而巴柏心中認為最適合開放社會的政體就是民主政體，唯有民主政體才能寬容多元。

近年來，消費者對於高科技產品，往往會聽從他人意見，選擇主流的品牌與機型，尤其是具有相同背景與生活方式的消費者，所選擇的高科技產品通常非常相近。其次，更可以發現，高科技產品之使用年限不斷地縮短，推出新規格產品的速度越來越快，導致消費者越來越憂慮高科技產品之過時。 本研究智慧型手機為例，經由回顧文獻與理論，再以實證資料探討造成高科技產品具有從眾傾向之成因、分析消費者的特性(主觀產品知識、從眾傾向、獨特性需求)對於產品過時之不同憂慮(憂慮技術性過時、憂慮經濟性過時、憂慮心理性過時)的關係，以及了解新一代高科技產品的採用意願之影響因子。 本研究利用問卷發放的方式蒐集資料，得到之結論如下： 1. 消費者購買智慧型手機時較有從眾傾向 2. 使用者網路外部性增強消費者購買智慧型手機之從眾傾向，而主觀產品知識降低消費者購買智慧型手機之從眾傾向 3. 消費者主觀產品知識越高，對於智慧型手機過時之擔憂越低 4. 獨特性需求較高之消費者，較憂慮技術性與心理性過時；從眾傾向較高之消費者則較憂慮經濟性過時 5. 消費者憂慮經濟性過時與主觀產品知識越高，採用創新智慧型手機之意願越高；消費者憂慮技術性過時越高，採用創新智慧型手機之意願越低 最後，本研究根據分析結果，提出整體行銷建議供相關業者參考。

過往主觀幸福感研究大多探討主觀幸福感與哪些因素有關，但個體對幸福的看法，亦即個體的「幸福觀」如何影響主觀幸福感卻未受太多重視。本研究假設幸福觀與心理需求滿足的契合能預測主觀幸福感，並主張個人取向幸福觀對應自主需求，社會取向幸福觀對應關係需求，且對應心理需求的滿足程度較非對應心理需求的滿足程度更能預測主觀幸福感。研究一透過閱讀短文故事操弄研究參與者當下的幸福觀，結果發現閱讀個人取向幸福觀故事者，長期的自主需求滿足程度較關係需求滿足程度更能預測主觀幸福感；閱讀社會取向幸福觀故事者，長期的關係需求滿足程度與自主需求滿足程度皆能預測主觀幸福感。研究二以同研究一之閱讀短文故事操弄研究參與者當下的幸福觀，並加入回想個人經驗的方式，寫下個人需求滿足與否的經驗，操弄研究參與者當下的自主及關係需求滿足程度。結果發現閱讀個人取向幸福觀故事者，受經驗影響的當下自主需求滿足程度（即當下與幸福觀對應的需求）較關係需求滿足程度更能預測主觀幸福感；閱讀社會取向幸福觀故事者，受經驗影響的當下關係需求滿足程度較自主需求滿足程度更能預測主觀幸福感。總結來說，幸福觀與心理需求滿足的契合能預測主觀幸福感的論點在本研究中大致獲得支持證據，表示幸福觀在主觀幸福感研究中扮演一定程度的重要角色，此結果有助於完整瞭解主觀幸福感的成因。

本論文依據現代客語語料庫，探討臺灣客語評注性情態副詞在語法化、詞彙化以及語用化運作之下的發展過程，以及情態與語言演變機制之間的關係。藉由三個知識性情態詞，本文對於評注性情態副詞之分佈、語義和句法特徵進行詳細的描述。藉由檢視其構式結構以及運用相關測試，證實評注性情態副詞不但遵守副詞修飾範域：話語行為副詞 > 情態副詞 (評論副詞 > 知識性情態副詞) > 附加副詞，也同樣依循情態詞之階層分佈：知識性情態詞 > 義務性情態詞 > 動力性情態詞。在他們所處之語意語境以及語用語境影響之下，語用推論的產生導引出重新分析，此轉喻強化現象，致使評注性情態副詞在階段發展中經歷了語法及語意之轉變。在語言使用之溝通目的下，評注性情態副詞透過語境誘發之重新解釋形成了歧義現象，並進一步固定化為獨立之語意。綜言之，奠基於臺灣客語語料庫之實際語料，本文提供了對評注性情態副詞全面的深入探索。研究結果具有兩項主要貢獻：將語法化，詞彙化和語用化的理論框架納入臺灣客語情態副詞之分析；並藉由語言實證展示情態與主觀性之間相互關係之理論模式。 / This dissertation takes a corpus-based approach in an attempt to explain the development of Taiwan Hakka modality disjuncts with epistemic interpretation on the theoretical ground of the mechanisms of linguistic change, including grammaticalization, lexicalization, and pragmaticalization. The main focus of this research is on the interaction between modality and the three mechanisms. A fine-grained analysis is provided to examine the morphological characteristics and syntactic structures of epistemic and evaluative modality disjuncts, exemplified by three cases in Taiwan Hakka. Several constructions and tests are manipulated to figure out the scope of modal disjuncts, which warrant the postulation of the scope hierarchy of illocutionary disjunct > modality disjunct (evaluative > epistemic) > adjunct, as well as the ranking of epistemic modal > deontic modal > dynamic modal. Thanks to their semantic-pragmatic contexts, the operation of pragmatic inferences lead them into reanalysis, giving rise to grammatical and semantic shift from one stage to the next. Metonymic strengthening is claimed to be the key to motivate such developments. The usage in a context triggers context-induced reinterpretation, resulting in ambiguity. Overall, this dissertation, probing into actual language usages from corpora, proposes a full-fledged analysis on modality disjuncts. The findings feature two significant contributions—an integration of the theoretical frameworks of grammaticalization, lexicalization and pragmaticalization into the analysis of Taiwan Hakka modality disjuncts; and a demonstration of linguistic investigation for the theorization on the relationship between modality and subjectivity.

日常生活中，由於表達的需要，說話者常會使用強化程度副詞，作為增強或強調其所欲言的一種手段。本論文旨在藉由觀察口語語料庫中的對話，將臺灣客語六個常見強化程度副詞「恁、當、蓋、盡、異、還」視作強化程度副詞詞群，進一步以[DI. + X] 結構討論以下面向：(一) 探討其後接修飾之成分在句法、語意層面之表現。本文發現其後接成分可分為典型成分類與非典型成分類，以形容詞一類為大宗，其後接成分會受到等級性（gradability）、有界與無界性（boundedness）等參數影響語意的解讀。(二) 探討強化程度副詞[DI. + X]結構於句法所扮演的角色。本文發現此結構多半出現在謂語之位置，除了強化語意外，同時也展現說話者之態度或對某主題之評價。(三) 探討強化程度副詞[DI. + X] 結構於口語使用中的語法化與詞彙化現象，本文認為這些現象由於溝通需要，亦會伴隨提升主觀性（subjectivity），尤其是強化程度副詞「恁」的主觀性為詞群中最高。藉由上述不同面向探討與分析臺灣客語六個強化程度副詞「恁」、「當」、「蓋」、「盡」、「異」、「還」之表現，以期能更系統性解釋強化程度副詞是如何在口語使用中展現與運作。 / The aim of the present study is to examine the [DI. + X] construction manifested by the six degree intensifiers 恁an2, 當dong1, 蓋goi3 , 盡qin3 ,異i3 , and還han5 in Taiwan Hakka based on their authentic usages in a spoken corpus. Three findings can be reported as follows. First, by exploring the modified elements from the aspect of their structure and meaning, the study classifies the modified elements into canonical and non-canonical usages. X as AP takes up the majority of the occurrences of the syntactic categories. Such manifestation can be accounted for various linguistic behaviors of gradability and boundedness. Second, the [DI. + X] construction usually serves as a predicate, the prominent grammatical function, in a clause. This implies that the [DI. + X] construction is generally adopted by different speakers to not only add intensity but also make judgements or comments. Third, the [DI. + X] construction displays grammaticalization and lexicalization. Due to communication needs, these linguistic phenomena can also motivate the subjectivity. It is found that the [恁an2 + X] construction can display the highest subjectivity among the six. To sum up, this study, with its analysis of different syntactic and semantic aspects of the six degree intensifiers in Taiwan Hakka, offers useful insights into explaining the manifestation of degree intensifiers during speech.

數位遊戲已成為探討現代生活科技中一項重要的領域。智慧型手機，為近兩年興起的行動平台載具，根據資策會資料顯示，在手機進行娛樂活動應用程式的排行，第一為聽音樂，第二即為進行遊戲。觀察智慧型手機上的應用程式市集(如：android market、app store)，使用者可以快速方便的利用網路下載遊戲，在眾多遊戲中，使用者選擇何種類型遊戲下載並進行遊戲，對遊戲開發商非常重要。在智慧型手機上結合許多科技技術(如：無線網路、各式感測器......等)，皆有可能影響使用者進行遊戲和選擇遊戲的動機。因此，了解並且針對使用者需求與使用者行為設計遊戲，在數位內容領域進行數位遊戲研究與開發是重要的議題。 為了解使用者在智慧型手機上進行遊戲的動機，本研究使用科技接受模型和動機理論探討使用者的內在動機和外在動機，透過問卷分析初步了解使用者在智慧型手機上進行遊戲的原因，以及在智慧型手機上擷取使用者在手機上進行遊戲的行為和訪談使用者進行遊戲的因子，將兩資料進行比對驗證，找出使用者在智慧型手機上進行遊戲的模型，以及外在和內在動機之相互影響，作為未來規劃與策略發展方向的參考依據。 根據資料分析發現，使用者進行遊戲的動機會受到遊戲的操作性和在遊戲中得到的樂趣影響。並且使用者會因為他人推薦或看到他人進行遊戲，影響到使用者進行遊戲的意願，而使用者在進行遊戲時，遊戲中提供與他人互動的功能也能激發使用者進行遊戲。此外，在智慧型手機遊戲情境中，使用者會受到外在動機影響，改變本身對遊戲的觀點，影響到使用者的內在動機，進而改變使用者對遊戲的意願。 / Digital games have become an important domain of exploration the technology of modern life. The smartphone which is a mobile device rises due two years. Follow the MIC data of entertainment applications on mobile phone rank, the first is listening music and the second is playing games. User can easy download games quickly by wireless from application market like Android market or app store. It is important for game developers to know which game user chooses and downloads in large games. The smartphone combine different technology and sensors that may influence user’s motivations to choose games and play games. Therefore, to understand user’s need and user’s behavior for game design which is important discuss for digital game study and developer of digital content domain. To understand the motivations of user playing games on the smartphone, so this study uses technology acceptance model (TAM) to explore intrinsic motivations and extrinsic motivations of playing game. Through questionnaire to find the factors that user plays games on smartphone, and we also collect users’ behavior from smartphone and interview users. The study combines these data to find the model of user playing game on the smartphone, and the relationship between intrinsic motivations and extrinsic motivations. The study finds that perceived ease of use and the fun in games effect user’s motivation. The user intention influenced by people who around user and also affected in the game which provide user to interact with others. By the way, user’s extrinsic motivations affect intrinsic motivations on smartphone context, and change the mind of playing games.

本論文之研究目的在以成本與利益觀點，驗證產品資訊搜尋過程，消費者於對搜尋時間成本與產品資訊信心程度之主觀估計，在極大化程度對消費者產品資訊搜尋行為影響所扮演的中介變數角色，藉此瞭解產品資訊搜尋階段，極大化程度對消費者資訊搜尋行為與態度之影響機制。 極大化程度為一種個人追求最佳選擇程度之人格特質傾向。過去極大化程度在消費者行為領域之相關研究，多聚焦於探討不同極大化程度消費者之選項數量偏好、時間成本投入意願與決策後情感反應之差異，甚少有消費者資訊搜尋過程相關議題之討論。本研究認為，產品資訊搜尋實為消費者整體選擇與決策歷程最重要之階段，經常影響消費決策之最終品質，因此若要真正瞭解極大化程度對消費者選擇行為與態度差異之影響，除從極大化人格特質基本定義做為影響之解釋外，亦須藉由探討極大化程度在產品資訊搜尋過程，對消費者資訊成本與利益認知之影響中，連結出整段消費者選擇行為歷程之影響機制關係。 本論文以Ratchford (1982) 所提之「資訊搜尋之成本－利益模式 (The Cost-Benefit Model for Information Seeking)」為理論基礎，並將研究分為兩部份，研究一為探討不同極大化程度消費者在產品挑選機制與產品屬性要求標準上的差異，透過受測者對四項產品之屬性重要度評估、對特定屬性規格之期望標準，得知不同極大化程度受測者在產品屬性重視的程度、視為重要的屬性數量，以及產品屬性要求標準上之差異。研究二則採取2 (資訊延遲時間高、低)×2 (產品屬性離散程度高、低) 組間設計實驗，透過本研究設計之虛擬產品購物網站平台，讓受測者執行產品資訊搜尋任務，從中衡量受測者對產品資訊搜尋時間成本與資訊信心之主觀估計，驗證單位搜尋時間估計與單位資訊效用估計在極大化程度對受測者產品資訊搜尋數量、搜尋過程滿意度與產品知覺價值中，扮演之中介變數角色，以瞭解箇中之內在心理機制。 研究結果顯示，極大化程度與產品屬性重視程度及屬性要求標準呈現顯著正向關係，極大化受測者對產品屬性的重視程度與對產品屬性的要求標準皆較滿足化者高。足見不同極大化程度消費者對選擇之追求目標差異，會具體展現於產品遴選機制與屬性要求標準上。而經過中介變數關係檢定後也發現，極大化程度越高之受測者所估計之搜尋時間與對資訊在決策幫助上的信心越低，因而正向影響了搜尋的產品數量，搜尋時間成本與資訊效用估計亦分別成為受測者對搜尋過程滿意度以及對產品知覺價值之中介變數。 本論文之研究成果除驗證極大化選擇目標與產品遴選機制及屬性要求標準之關聯性外，亦進一步得知極大化程度影響消費者產品資訊搜尋行為與態度之內在心理機制，成功將系統性之消費者資訊搜尋經濟模式與極大化概念結合，為極大化程度研究領域帶來更深入且具理論基礎之發現。研究成果亦可作為通路或產品廠商思索產品陳列與資訊呈現方式時之參考依據，以降低顧客之主觀成本花費、提升產品資訊帶給顧客決策上的利益，提高顧客對個人整體消費過程之滿意度與所選產品之知覺價值。 / The purpose of this research is to demonstrate whether consumers’ subjective estimations of search time and product information confidence are the mediators mediating the effects of maximization tendency on consumers’ product information seeking behavior and attitude. From the perspective of information cost-benefit, the psychological mechanism will be found from this effect of personality on consumer behavior in this research. Maximization tendency was conceptualized in recent ten years to describe individual’s personality that strives for pursuing the best choice. After this concept was developed, most of the researches in this domain focused on discussing in the relationships between maximization orientation and consumers’ choice preferences such as the differences in the amount of alternatives, the aspiration to invest search time, and affective response after making decision. However seldom of them paid their attentions to the stage of product information search to probe the mechanism for the effect of maximization tendency on consumers’ searching behaviors about product information. Since the information seeking is the most important process to influence consumers’ decisions, the current study aims to explore the effects of maximization tendency on the individuals’ subjective estimations of time cost and benefit of product information. Hereby, the whole picture of the causal relationship in consumers’ information searching process would be drawn in this study. Referring to the rationales of Ratchford’s cost-benefit model, this research conducts two studies: the first part is to assess the differences in the criteria and attribute standard of consumers’ product selection with differential maximization tendencies. The second part is to conduct a 2 (the delay length of information appearance: low and high)×2 (the the dispersion of information attributes: low and high) between subject design experiments to demonstrate the mediating effect of two variables: consumers’ subjective estimation of time cost and information confidence during searching for information in the relations between maximization tendency and consumers’ information seeking behavior. The result shows the relationship between participants’ maximization orientation and their selection criteria as well as attribute demand standard exists. In general, maximizers have more complex choice criteria and higher picking standards than satisficers do when they choose the same products. The psychological mechanism is confirmed to help us understand how maximization tendency affect seeking behaviors and attitudes of product information from consumer’s product information seeking behavior and attitude. Manufacturers and store owners are suggested to apply these findings in the arrangement of alternatives and the display of product attribute information in order to reduce customers’ subjective estimation of time cost and improve their perception on information utility to, eventually, increase their satisfaction with the whole consumption experiences.