La Porta 等人以提高內部人持股可使內、外部股東利益一致，進而降低代理問題的觀點出發，在2002 年發表的實證研究中指出，提高內部人持股有助於提升公司的價值，特別是在對外部投資人保護較差的國家；他們也發現，對投資人保護程度愈好的國家，該國企業的價值也較高。本研究則從提高內部人持股可能產生的代理問題著手，在利弊同時存在之下，以涵蓋範圍更廣、時間更長的樣本，探討在不同的投資人保護環境下，提高內部人持股對公司價值的影響，以及投資人保護程度對於內部人持股集中與分散的公司價值是否也有不同的影響。 本研究發現，在投資人保護較佳的國家，提高內部人持股會傷害公司價值，但在投資人保護較差的國家，提高內部人持股可增加公司價值。另外，公司價值與內部人持股率之間呈現曲線關係，當內部人持股率相對較低時，提高內部人持股對公司價值是弊多於利；當內部人持股水準相對較高時，提高內部人持股則是利多於弊。而投資人保護程度對於內部人持股較分散的公司而言，顯得較為重要。因此，法律層面對投資人的保護程度和內部人持股集中度對於公司價值的影響有顯著的替代效果。 / This paper uses a sample of companies from 34 countries around the world to shed light on the relationships among legal protection of shareholders, ownership structure, and firm value. La Porta et al. (2002) indicate a positive relationship between cash flow, ownership, and firm value, especially in countries with poor investor protection. Besides, they also find evidence of higher valuation of firms in countries with better protection of minority shareholders. However, they don’t consider the effect of higher ownership on the cost of stealing, which may cause the controlling shareholders to expropriate more from minority shareholders. Also, their study covers only large firms with a controlling shareholder by one year data. Their results can be restricted to large firms and a particular year. Therefore, we use more comprehensive time series and cross section data to probe into the subject. Using various specifications of the valuation regressions of Fama and French (1998), we find that higher ownership improves valuation in poor protection countries while higher ownership deteriorates valuation in good protection countries. In addition, stronger legal protection improves firm value, especially the firms with low ownership concentration. That is, there is a substitute effect of legal protection and ownership concentration on firm valuation. Finally, we also testify that dividends are valued more in poor protection countries and firms with low ownership concentration.

大多數國際政治研究集中於國際關係理論研究、國際組織研究、區域研究或國際安全研究，對於難民相關之研究卻如鳳毛麟角，事實上，難民問題攸關國際和平秩序之維繫，實為研究國際安全秩序之一重要環節。 歐洲聯盟自1992年成立歐盟人道救援署(ECHO)以來，遂積極從事國際性人道救援行動，歐盟援助的對象無論天然災害或人為戰爭引發之人道危機，援助的範圍更遍及全球，歐盟之國際性人道救援網絡正逐漸成形，影響力隨著歐盟之整合擴大日益重要，成為聯合國人道救援體系以外之另一個救援架構。本篇論文著眼於目前缺乏對歐盟人道救援體系之專門研究，希望透過理論與實務的探討，拼湊出歐盟人道救援全貌，全文主要分為三個層面：一、介紹歐盟主要之人道救援組織、政策與人道救援運作模式；二、分析歐盟於科索沃與達爾富爾地區之人道救援實際案例；三、在結論部分，透過上述案例歸納出歐盟之人道救援特色，並分析歐盟人道救援發展的限制性。 本研究的目的不在挑戰聯合國的人道救援任務，亦不認為歐盟與聯合國的人道救援體系存在競爭的關係，只希望透過對歐盟人道救援體系的研究與認識，提供另一個國際人道救援選項，並喚起世人對國際人道危機之重視。

第一章 緒論 本章主要論述本文之研究動機、方法及略述各章之要點。章內就各章主要論述重點先予以顯明。 第二章 汽車交通事故侵權行為與強制汽車責任保險 本章說明侵權行為歸責基礎之意義及歸責基礎在侵權行為法中之地位。復述論汽車交通事故侵權行為之發展及責任保險制度對侵權行為法之影響，並就各保險先進國所採之強制汽車責任保險制度作一簡要之介紹。 第三章 補償制度制系 本章主要述論補償制度之特質，並比較補償制度與侵權行為損害賠償制度之異同。另分析補償給付與侵權行為損害賠償競合時，所採取之各種解決模式，最後介紹我國補償制度體系，期能透過補償與賠償之比較，對我國保障汽車交通事故受害人立法模式之選擇，提供一個思考之起點。 第四章 無過失保險制度 本章著眼於無過失保險之演進及其主要內容；又無過失保險常遭誤認為「無過失責任保險」或「傷害保險」，本章特別說明無過失保險與責任保險、傷害保險之本質上區別，期能釐清三種制度間之差異。 第五章 強制汽車責任保險法之基本架構與定位 本章由強制汽車責任保險法理與無過失保險理論二種不同角度，解析本法第七條給付要件之規定、第二十七條給付內容之規定及被保險人、加害人、受害人及請求權人規定等關於本法基本體例之重要規範，期能掌握本法基本架構與定位錯亂、矛盾爭議之全貌。 第六章 本法基本架構重要條文之修正建議—代結論 由於自強制汽車責任保險法理之角度對本法提出批判及修正建議之學術論著非常之多，本章乃從無過失保險理論，就本法關於基本架構之重要條文，提出修正建議。

研究動機、目的與方法 前美國麻省理工學院媒體實驗室主席尼古拉斯．尼葛洛龐帝博士為了解決第三世界貧窮兒童的教育問題，宣布要設計、製造、推展一百美元筆記型電腦的構想，這個舉動引爆國際社會的關注，更在全球電腦產業間投下一顆震撼彈。 本研究以OLPC（One Laptop Per Child）「人人百元電腦基金會」為研究對象，由非營利組織的角度觀察，運用CORPS非營利組織模式，確認OLPC基金會的非營利組織屬性，分析其願景、運作及現況，並探討OLPC基金會的創新過程、創新表現、對電腦產業的衝擊，及其對非營利組織與社會整體的貢獻與影響。本研究省視創新對非營利組織的意義與價值，並提供相關理念與具體作法，以作為非營利組織創新發展的參考。 研究發現： 一 非營利組織組織OLPC基金會呈現多元創新的風貌： 1 產品創新-設計與開發超低價兒童電腦產品。 2 定價議題創新-製造百元美金的價格為目標。 3 銷售方式創新-以國家為推展單位，以合作協助替代市場競爭。 4 通路創新-產品流通派送價值鍊改變。 5 組織創新-組織功能由開發研究到社會服務。 6 教育創新-開發電腦軟體以及內容改良傳統教育結構。 7 經營模式創新-以非營利組織結合政府帶動企業發展。 二 OLPC基金會的創新貢獻： 1 在非營利組織方面：開啟國際間政府、企業與非營利組織之間跨部門參與的協力合作經營模式，並彰顯非營利組織的特質。 2 在產業方面：激發企業的想像力，促使企業進一步運用科技、整合資源，推動人類社會文明的進步。 3 在整體社會方面：推動革新傳統的教育思維和方法，建立知識共享平台，改善人文環境的品質與社會的發展潛能。 研究結論： 一 本研究以CORPS非營利組織模式分析，瞭解OLPC基金會是同時具有「公益型」與「專業型」的非營利組織，其願景宏偉和專業技術是其成功的主要關鍵，而無私分享則凸顯非營利組織的崇高精神。 二 在其公益使命的善因引導下，結合政府與企業的共同推展社會事業，其核心能力在於專業的科技技術與專業知識，以及敏感的社會觀察力。 三 OLPC基金會呈現多元創新風貌，涵蓋以下主要特點： 1 新經營模式:結合政府與企業以及本身的能力; 2 產品創新:觀念領先、突破限制、考量成本; 3 公益而後獲利:善因引導，以達成改變社會而努力; 4 知識創新與傳播擴散:善用資訊分享與參與。 四 OLPC基金會的成效與影響： 1非營利組織方面-高願景，新典範，合作共營的新境界。 2社會方面- 縮短數位落差，開放全球參與，改變社會觀念與價值。 3產業方面- 觸動新產品開發，開創低價新市場。 / This research is the case study of the OLPC （One Laptop Per Child） Foundation. Under CORPS model, which shows the OLPC Foundation is a Philanthropic Type and is also a Professional Type organization. OLPC Foundation has hers unique NPO attributes for public welfare. There are 7 aspects of OLPC innovations: 1 Product aspects: First to design and produce low-cost children computers. 2 Price Issue aspects: Setting 100 US dollars as market price. 3 Market Promotion aspects: Nations are the promotion units for fitting big scale sales. 4 Supply Chains aspects: Changing the products delivery system. 5 Organization aspects: Functions vary products research to social services. 6 Education aspects: Designing free software and content for better education. 7 Operation System aspects: Associating with the governments and enterprises to reach the mission. OLPC Foundation shows her contributions and influences in 3 ways: 1 For Non-profit Organization: OLPC Foundation creates a new way for cooperating with governments for social services. She shows the noble spirit and vitality of Non-profit Organization. 2 For Industry: OLPC Foundation creates a new manufacture field for low-cost computers. She is leading them to work benefits for children and young generations. 3 For Society: OLPC Foundation creates a better way to share knowledge and educate children with computers in the future. She is a pioneer for our human society. Most of all the OLPC Foundation devotes itself to a grand vision, using technology, willing to share knowledge to the public. She is expanding her influence and is an outstanding NPOs.

英國哲學家帕費特（Derek Parfit）在《理由與人格》（Reasons and Persons）中主張人格存活中重要的不是同一性，而是有正確原因的心理持續性與聯繫性（關係R）。這樣的化約主義式觀點，帕費特強調這不是西方國家才有的論點，他主張佛陀本來也會同意化約主義的觀點。佛陀「本來也會同意」的意思是指帕費特把佛陀所闡釋的無我思想視為比化約主義更極端的「消除式的化約主義」。在人格的本質上，帕費特反對笛卡兒的獨立精神實體，主張只有當我們是離開大腦、軀體以及各種心物理事件而單獨存在的實體，我們的同一性才是確定的。初期佛教為否定婆羅門教的「梵」，同樣是否定有常住、獨存的靈魂。在這相類似的理論基調上，是否真如帕費特所言佛教無我思想是「消除式的化約主義」的代表。又，帕費特這樣的主張是否顯現出其對佛教無我思想的理解與佛陀闡述的無我思想有所出入。這些問題將是本文所要釐清的重點。本論文的研究方向是從帕費特關於人格同一理論的化約主義式觀點切入，來審視佛陀無我思想。 / Derek Parfit in Reasons and Persons (1984) claims that in survival personal identity is not what matters, what matters is psychological connectedness and/or continuity with the right kind of cause (Relation R). He asserts this reductionist view of persons that Buddha would have agreed. It means that the Buddha’s view of persons is Eliminative reductionism. Regarding the nature of persons, Parfit denies the Cartesian View (a Cartesian Ego), he says that only if we are separately existing entities can it be true that our identity must be determinate. To against ‘Brahman’, Buddha denies a permanent, separately existing Self as well. The question arises at the gap between Buddha’s view of persons and Parfit’s so-called Eliminative Reductionism. This paper starts with Parfit’s Reductionist view of persons and discusses no-self theory in Early Buddhism.

摘要 「祭祀公業」乃基於傳統習慣所形成擁有特殊性之「共有」，係以祭祀祖先為目的所設立之獨立財產。本文研究乃以祭祀公業條例第五十條規範過去所設立祭祀公業法人與現行民法成立之財團法人（宗祠財團法人）其設立目的及宗旨是否相同，又本條例針對過去設立之祭祀公業法人格之取得及未取得法人格時土地權屬應如何處理，及其條例規定衍生派下現員權屬爭議、及男女平權繼承是否妥當，予以分析祭祀公業權屬爭議問題。試圖從慎終追遠及延續傳統宗族舊慣的角度，以分析祭祀公業之權屬結構，盼能指出台灣從過去到現在實施清理祭祀公業政策之盲點，俾利政府實施祭祀公業清理制度的處理原則及法令修訂時的參考。 本文第二章有關祭祀公業及其相關規定之探討：就祭祀公業緣起、意義、制度沿革、派下的權利與義務及權屬爭議之解釋、判決、判例、規定加以彙整，並以祭祀公業之法律性質、派下員申報及登記、廢止解散等權屬問題之予以論述；第三章祭祀公業主體性問題之探討，首先是應探究祭祀公業共有法人所有之差異性；其次過去設立之祭祀公業法人格土地權屬之分析，另規範過去所設立祭祀公業財團法人（宗祠財團法人）之爭議問題；第四章以派下現員之清理、派下權與房份配置及祭祀公業之解散，並深入分析祭祀公業權屬爭議問題。 第五章結論與建議：第一、祭祀公業取得派下全員證明書後，依據私法自治原則及法律本質決定其權屬關係為「祭祀公業法人」，以符合下列祭祀公業原設立之宗旨。第二、祭祀公業依過去法令所設立宗祠財團法人，應准其辦理更名登記為祭祀公業法人，以符合祭祀公業之法律本質、設立宗旨及其主體性。第三、派下員之繼受取得應依設立時章程（鬮書）之約定；未約定時，則依宗祧繼承男子繼承為原則，女子繼承為例外。現存之祭祀公業，既係日據時期所設立，自應適用設立當時之繼承習慣。若為解決男女平權繼承的問題，而恣意以現代民法所規定之男女平權繼承概念予以清理，將導致產權複雜化及違背台灣先民設立祭祀公業慎終追遠之宗旨。第四、祭祀公業解散清算分配賸餘財產時應依設立時章程（鬮書）之約定；未約定時，則依舊慣以房份為原則，均分（推定均等）為例外。最後提出後續研究建議，首先，祭祀公業清理被編定公共設施用地者之財產權保障問題；再者，祭祀公業之資產委由「公益信託」管理之可行性；暨派下權之繼受制度如何定位以符合我國舊慣等，這些議題都值得深入研究。而本文期盼祭祀公業清理制度之實施，能明確界定派下員之權屬關係，以落實財產權之保障。 關鍵字：祭祀公業、法人、宗祠財團法人、男女平權繼承、鬮書 / Abstract “Ancestral estate” is a special, independent property of “joint ownership” formed by tradition and custom, whose purpose is to worship clan ancestors. This study intends to research the similarity of the purpose and objective for establishing the ancestral estate juridical person, governed by Article 50 of the “Statue Governing the Ancestral Estate” and the foundation (Ancestral Shrine Foundation), governed by the Civil Code. By focusing on the following issues: (a) Land ownership before and after acquiring corporate personality of ancestral estate; (b) Authority controversy between clan members; and (c) The appropriateness of inheritance equality between men and women, this study tries to analyze the authority structure of ancestral estate from the perspectives of “due sacrifice for the ancestor” and continuation of traditional custom of clan ancestor worshiping. The purpose of this study is to pinpoint the blind spot existing in the past and current governmental policy concerning ancestral estate so that the government may find useful reference in future implementation of relevant systems and enactment of regulations. Chapter two discusses the nature of ancestral estate and its related regulations: the origin, meaning, historic system timeline, rights and obligation of clan members, and the compilation of controversial interpretations, judgments, precedents, and regulation. Further discussion will also be given on the legal nature, reporting of clan member, and the authorities regarding the revocation and dissolution of organization. Chapter three discusses the subject matters of ancestral estate. Firstly, the difference between the juridical persons of ancestral estate is discussed. Secondly, analyze the land ownership of ancestral estate and regulate the issues existing in the ancestral estate foundation (Ancestral Shrine Foundation). Chapter four deals with the sorting out of clan members, share allocation of property ownership, dissolution of ancestral estate, and an in-depth analysis will also be given on the authority controversies. Conclusion and suggestion will be provided in Chapter five: (1) After acquiring staff certificate of ancestral estate, the ancestral estate shall be deemed as a “ancestral estate juridical person” in accordance with the principle of autonomy and legal nature of private law, to meet the following establishing objectives; (2) The ancestral shrine foundation established in accordance with past regulations shall be allowed to change name and registered as ancestral estate juridical person to meet the legal nature, establishing objective and objectivity; and (3) The inheritance acquisition of clan members shall abide by the terms and conditions set forth in the articles (book of property inheritance); in the event of no agreement is made, the principle of male inheritance in accordance with clan pedigree shall govern, with female inheritance as exception. The existing ancestral estate was first established in the Japanese occupation period, which was applicable to the inheritance practices of the time. If, in order to solve the inheritance equality problem between both sexes, the competent authority tries to sort out in an arbitrary way the current issue with the concept of modern Civil Code, it is bound to cause complexity and in violation to the objective of due offerings set forth by Taiwanese ancestors; (4) The ancestral estate shall set up articles (book of property inheritance) governing its dissolution, liquidation, allocation of residual property; if no agreement is made, it shall be based on pedigree as principle, with even distribution (assumed even) as exception. Finally, suggestions will be provided for subsequent studies concerning: Property protection regarding public facilities designated for the sorting out of ancestral estate; The feasibility of “public trust” management of the assets of ancestral estate; and how to position the system of inheritance acquisition in order to meet the national custom and traditional practices. The main purpose of this study is to realize the protection of property by giving a clearly defined authority of clan members through the implementation of sorting out system of ancestral estate. Keywords：Ancestral estate；Juridical person； Ancestral Shrine Foundation ； Equal inheritance of both sexes； book of property inheritance

財富管理源起於私人銀行，服務對象為高淨值資產之客層。金融監督管理委員會為促進國內金融環境發展健全，於2005年2月間頒布「銀行辦理財富管理業務應注意事項」、2005年7月間頒布「證券商辦理財富管理業務應注意事項」、2006年1月核准「人身保險業辦理財富管理業務」。規範人身保險業從事財富管理業務之範疇，歸納為人身保險業針對高淨值客戶，透過人身保險業務員，依據客戶需求，提供資產配置或財務規劃等服務，而高淨值客戶之條件，由人身保險業自行依據經營策略訂定。 隨著人口老化、財富愈趨集中、經濟環境之變遷，金融控股公司資源整合與金融監理相關法規逐漸完備等因素，人身保險產業由擅長提供人身保險商品，延伸至理財規劃及資產管理諮詢服務，也延伸經營管理相關問題，本研究就國內人身保險業經營財富管理業務，針對人壽保險公司實施財富管理業務提出建議： 1、加強財富管理業務之風險管理：應加強經營財富管理相關業務的經營風險辨識，進而提出有效的風險管理制度與政策。 2、強化內部稽核制度有效性：在兼顧經營效率下，建立有效稽核制度，使企業成為一個有機體。 3、確實瞭解客戶並落實客戶風險告知：一套瞭解、認識、接近客戶並取得客戶信任整合流程，是發展財富管理業務的關鍵。 4、提升業務人員教育訓練及專業培養：專業知識、教育訓練、管理規範及資訊系統輔助，使人員服務品質提升，更可以有效傳遞並確保客戶權益。 5、強化保險商品創新與財富管理市場定位：以人壽保險產業深入服務優勢，搭配商品服務及通路創新，以獨特性及附加價值，奠定財富管理定位。 同時亦探討現行保險監理機關監管財富管理必須重視的議題，如何明確定義人壽保險業者經營財務富管理業務檢查要點，修正財富管理業務需有獨立權責部門規定及開放投資型商品設計及管理費議題。本文同時評估現行人身保險業者經營財富管理業務之效益評估，並作為監理機關監管財富管理業務時參考。 / The “Wealth Management” service was created by private bank. It is designed to serve the customers with high net worth. In order to improve the financial environment to be well managed and to be wealthy developed, the Financial Supervisory Commission Committee announced the terms of “The Notice of Wealth Management Business for Banks” in February 2005, “The Notice of Wealth Management Business for Securities” in July 2005. The “The Rules for Life Insurance Companies Hosting Wealth Management Business” had been permitted to be announced in January 2006. It defined the business scope for life insurance companies to promote the wealth management business. The purpose of the wealthy management service sold by life insurance companies is targeted to serve the life insurance customers with high net worth. Through the life insurance sales, the life insurance companies can offer the capital allocation, financial planning based on customers’ request. For the criteria of “High Net worth” customers, it can be defined by each life insurance company. Due to the average age of population is becoming higher, wealth is becoming to be concentrated, economic environment situation is changing intensively, the financial holding companies integrated the resources, the rules of financial supervision is becoming completed, such kinds of change offer the opportunity for life insurance companies to extend their business scope to the territory of the consultant service for financial planning and wealth management. Such kind of change creates some administration and management issues. So the purpose of this study is to survey the current situations of wealth management business of life insurance to try to find the suggestions for the below topics. 1.Empower the risk management for wealth management business: How to empower the risk identification capability to propose the effective rules and policies for risk management. 2.Improve the internal audit mechanism to be more effective: How to establish or improve the internal audit mechanism without affect the business and company operation. 3.Learn more about the customers and solid executing the risk notification to customers: How to establish an effective SOP for realizing the customers’ exact requirement, approaching the customers and getting the customers’ trust. 4.Enhance the sales education training to enhance the service quality and empower the business competition ability: By integrating the IT resources and business management to establish an organized/effective sales education training package for improving the sales knowledge and business domain know how. 5.The enhancement for life insurance product creativity and clear marketing positioning ability/core competence for wealth management business: Taking the advantage of the existing sales network, combining the creative product, service and channel profile to establish the specialty and core competence. Meanwhile, this study tries to highlight some key issues like “the important topics shall be focused by the insurance supervision institute”, “the definition of the check points for the wealth management business of life insurance companies”, “how to revised the relative rules to request the wealth management business must be performed by the independent department”, “release the permission for the designation of Investment-oriented merchandise and management fee”. This study also makes the performance evaluation for the wealth management business of life insurance companies. It would be the valuable reference data for the relative supervision institute of government.

清代才女左錫嘉有詩詞集《冷吟仙館詩稿》八卷、《冷吟仙館詩餘》一卷。《詩稿》輯錄之詩按時間先後次第排列，且涉及錫嘉事蹟者頗多，所分《浣香小草》、《吟雲集》、《卷葹吟》、《冷吟集》，又正代表著其人生四個重要階段，全書猶如傳記一般。《詩餘》諸詞雖無法斷定是否屬編年形式，但仍具補充《詩稿》之效。故本文乃依上述四集順序，以詩為主、詞為輔，分閨中生活、婚姻生活、跋涉生活、嫠居生活四個時期說明左錫嘉的生平境遇，旨在透過《詩稿》的特殊性質，使錫嘉數十年間的遭際和心路歷程，得到較完整的認識。 　　傳統研究清代女作家，範圍大都僅局限於其個人作品。本文承蒙林師玫儀指導，有了不同以往的論述角度，即是由女作家的家族群體特徵著眼，廣泛蒐羅左錫嘉眾親屬之撰著等資料，就家族成員進行探討，再將所獲相關人事訊息與錫嘉自敘活動經歷之詩詞結合，便可更具體地掌握這類詩詞寫作的時空背景、蘊涵的意念感觸，對錫嘉生平境遇的理解，方能更貼近實情；而錫嘉的各種生命形象、才華、思想及左氏一門的家學淵源，當亦呈現出較清晰的樣貌。

根據國內的人權教育相關研究，當前臺灣學校人權教育的發展未臻成熟，尚有待改善之處。時有所聞的校園反人權現象亦突顯「紀律/規訓」的魔咒仍是當前首需「問題化」的關鍵。 本研究藉由國內學術文獻的研究成果，檢視臺灣學校人權教育的可能問題癥結，包含：(1)主體性概念的缺席；(2)多元價值的匱乏。 並以傅柯在其著作《監視與懲罰》中對「規訓」之析論：(1)被規訓者的身體柔順性；(2)規訓者的管教手段；(3)全景敞視的規訓環境等三方面，以及(4)傅柯對主體的關注，闡釋傅柯規訓觀對臺灣學校人權教育未來的啟示，包括：(1)教育場域中主體的關注及(2)校園生活中多元價值的實踐。 / According to the related research for human rights education in Taiwan, the current development of human rights education has not been mature yet; it could be improved in most schools. The phenomenon of anti-human rights at campus which occasionally published in the news also emerged that we should urgently problematize “Discipline/power” and disciplinary institutions in the modern society. Michel Foucault vividly described the disciplinary power which permeated through our society by presenting four manifestations: (1) Docility of bodies, (2) Facilities for disciplining, (3) Panoptic environment, and (4) Care for the self in late Foucault. By analyzing Foucault's theory of discipline, this research surveyed the possible problems of human rights education in school in Taiwan─(1)the lack of discussion on subjectivity/self ,(2)the disregard of multi-values. Furthermore, this research elaborate on its implication for human rights education in school, including: (1) Care for the school subject/self, (2) Putting multi-values into practice in campus.

Woodruff (1997) 認為企業若沒有由建構滿意度的顧客價值 (customer value) 中做更為深入的了解，則顧客的意見將無法完全引導管理者研擬競爭策略。因此Woodruff (1997) 進而主張顧客價值才是企業當前最主要競爭優勢的來源，而非滿意度而已。Peterson (1995) 的研究指出，透過經驗所給予顧客的價值，是促使顧客願意與廠商進一步建立起長久關係的驅動因子。Spiegelman (2000) 也建議：「廠商若希望能夠將第一次消費的造訪者，進而轉變成為重複購買的顧客，則廠商必須在消費體驗的過程中不斷的傳遞價值」。換言之，體驗價值 (experiential value) 可視為提高顧客忠誠的最佳利器 (Stoel, Wickliffe and Lee, 2004)。再者，Babin, Darden, and Griffin (1994) 認為體驗價值是消費經驗後的主要結果，若研究者沒有確實掌握所知覺的體驗價值為何，則無法清楚了解消費者的消費經驗全貌。然而體驗價值雖然對於行銷研究與管理者相當重要，但有關消費者體驗價值的探討，主要都限制在網路購物的人機互動情境。關於線上人際互動情境中，將可能產生何種體驗價值，學者就較少進行探究 (Mathwick, 2002)。 Pine and Gilmore (1999) 在體驗經濟《Experiential Economics》一書中曾指出，消費者之所以能夠形成難忘且有價值的體驗，關鍵乃在於廠商是否能夠設計一個使消費者完全融入，且如同身歷其境的感受。換言之，引發消費者沈浸當下的消費情境，成為企業傳遞體驗價值給消費者的關鍵因素所在。但很遺憾的，沈浸與體驗價值的關係，過去研究較少深入的分析與探討，而且先前的研究情境卻也僅限於線上搜尋的人機互動經驗 (Mathwick and Rigdon, 2004)，忽略了人際互動的體驗才是消費者最為渴望的經驗 (Spiegelman, 2000)。因此在今日人們相當渴望透過網路進行人際接觸的同時，研究更應深入討論與分析，在線上人際互動情境中，沈浸 (flow) 與各種體驗價值 (experiential value) 的關係。 基於上述，研究將選擇以同時具有人際與人機互動的線上遊戲為主要研究情境，藉此以補足缺乏探討人際與人機互動共有的沈浸經驗之缺口，同時也進一步將沈浸概念擴大其應用的範疇，不在只限於人與特定事物間的沈浸研究。 在研究方法方面，有鑑於人際與人機互動的沈浸概念必須重新被審視並釐清 (Huang, 2006)，並且考量消費者的沈浸狀態是具有動態且連續發生一段時間的特性，同時也由於沈浸本身是一種內心深處的感受，若訪談過程中沒有任何憑據可提供受訪者作事後的回憶，則受訪者將很難描述沈浸當時發生的所有感受與心路歷程 (Csikszentmihalyi and Csikszentmihalyi, 1988)，基於此，本研究選擇能夠幫助受訪者回憶起所有心路歷程的自發性導引法 (auto-driving) (Belk and Kozinets, 2005)，為探討沈浸的質化研究方法，如此才能藉此重新釐清在人際與人機互動情境中，消費者沈浸的定義與構面。更進一步的，由於能夠更清楚掌握沈浸的本質，也才能夠使得研究者可以更為明確的探究出引發沈浸產生的人際與人機互動因子以及在沈浸歷程中消費者所知覺體驗價值類型。 經訪談17位受訪者後，不僅探究出在人際與人機互動媒體情境下的沈浸成份，同時也依據沈浸所包含的特質，對沈浸下了如下的定義：「所謂沈浸是指消費者產生情境推想、整合思維、具象化、情緒感染與情緒激發的狀態。」其中「情境推想」，是消費者猜想線上其他消費者的想法、意圖與動向所釀成；「整合思維」是來自消費者多方思索回應他人策略與執行策略效果所促成；「具象化」則是消費者將線上他人的表情或揣摩想像內容予以圖像化所形塑而成的狀態；「情緒感染」的狀態則源自消費者感同他人情緒的效果；「情緒激發」是來自消費者將個人內心的情緒，藉由肢體或表情予以宣洩的狀態。另外，從消費者的自我沈浸描述內容中，研究得知，前述這五種沈浸成份，其彼此間存有因果關係，而這樣的研究結果，是先前沈浸研究未能確實發現的。 其中，情緒激發的形成深受情緒感染與整合思維兩元素直接影響，又具象化分別會直接影響情緒感染與整合思維兩成份的產生。最後情境推想也會分別引發具象化、整合思維、情緒感染等沈浸成份的產生。 更進一步，研究也根據訪談內容結果得知，影響沈浸的前置因子可分為人際與人機互動兩種類型的因素，其中在人際因素方面，包含具有二元對立目標設定的競玩，以及源自環境成份所營造出探索趣味的嬉玩。同時人際與人機互動情境中所引發的人際互動競爭性與親和性，可營造出競玩氣氛。而人際互動中的不確定性與嘲弄則是構成嬉玩的主要成份。最後影響消費者沈浸經驗的人機互動因子包括驚奇性、因果性、生動性等三種因素。因此這將可以給予研究者與管理者，在設計吸引消費者融入購買或消費情境時的重要參考。 另外，訪談內容的結果也顯示，人際與人機互動的沈浸經驗不只是一種最佳互動消費經驗 (Novak and Hoffman, 1996; Privette and Bundrick, 1987)，同時它包含了許多豐富且多元的體驗價值 (Mathwick, et al., 2001)。換言之，當消費者全心投入在情境推想、整合思維、具象化、情緒感染與情緒激發等任一種活動時，都可以知覺到成就感、尊重、趣味性等這三種價值類型。隨著沈浸經驗本身具有多元且豐富的體驗價值，使得參與線上人際互動的消費者，更因此希望再次透過如此的經驗獲取價值。也因此，沈浸經驗提高了消費者願意再次經歷的意圖。 在經過第二階段研究中一系列沈浸量表的發展與檢測分析後，研究結果顯示，所發展的沈浸量表與體驗量表不論是在探索性因素分析、一階驗證性因素分析與二階驗證性因素分析都具備很好的信度與效度。不僅如此，藉由結構方程式模式的統計分析，研究進一步驗證五種沈浸成份間、沈浸與體驗價值間、五種沈浸成份與體驗價值間、沈浸與持續消費行為間以及五種沈浸成份與持續消費行為間的因果關係。而研究結果顯示，不僅整體模式的配適度達評鑑要求的水準，同時每一個變數彼此間的因果關係也都達顯著。 / Woodruff (1977) maintains that customers’ opinions can lead managers to plan competitive strategies if enterprises can have a profound understanding and analysis of customer value, which influences on the formation of customer satisfaction. Accordingly, it’s Woodruff’s contention that the primary source of competitive edge among present-day enterprises isn’t just concerned with “customer satisfaction”, but with “customer value” as well. According to Peterson’s research (1995), the experience-based value bestowed upon customers is an impetus to customers’ desire to develop a long-term relationship with enterprises. Furthermore, Spiegelman (2000) also suggests that enterprises have to incessantly deliver value to customers in their consumption process if enterprises expect to turn customers purchasing for the first time into those making purchase over and over again afterwards. In other words, experiential value can be seen as the best way to enhance customer loyalty (Stoel, Wickliffe, and Lee 2004). What’s more, Babin, Darden, and Griffin (1994) think that experiential value is the major result of consumption experience, and that observers won’t get a clear, and panoramic picture of the consumption experience in case they can’t tell exactly what the perceived experiential value is. However, though experiential value plays an integral part between managers and marketing research, discussions on customer’s experiential value are primarily confined to the online-shopping machine-interactivity context. As for online person-interactivity context, scholars are to put less emphasis on what experiential value can be generated and delivered to customers under such a context (Mathwick 2002). According to the book Experiential Economics, written by Pine and Gilmore (1999), Pine and Gilmore indicate that whether enterprises can create a context for customers to fully engage themselves in and live vicarious with is the key to the formation of customer’s unforgettable and valuable experience. To put it differently, the consumption environment which can prompt customer’s flow in the present plays a pivotal role in helping enterprises deliver experiential value to their customers. However, it’s a pity that in-depth discussions and analyses of the relationship between experiential value and flow are usually overlooked by previous researchers. Besides, previous research context is limited to online-searching machine-interactivity experience (Mathwick and Rigdon 2004), neglecting that person-interactivity experience is the one that customers yearn for the most (Spiegelman 2000). Therefore, in-depth discussions and analyses of the relationship between various experiential values and flow in online person-interactivity context should be made, especially in modern times when people are desperate for personal exposure through the Internet. As aforementioned, by choosing online games with both person-interactivity and machine-interactivity as the primary research context, the research aims to make up for the lack of discussions on flow experience shared by person-interactivity and machine-interactivity contexts. In the meanwhile, the research puts concepts of flow to a wide range of use, not just in the flow research between people and specific things. As far as the research method is concerned, the research takes the facts into consideration that concepts of flow in person-interactivity and machine-interactivity contexts need re-examining and clarifying (Huang 2006), and that customer’s flow conditions are dynamic and capable of lasting for a period of time consecutively. Moreover, since the flow is a feeling in the recesses of mind, interviewees might have a hard time delineating the course of thought developments and feelings in the flow experience if there are no reminders in the interview process for them to recall afterwards (Csikszentmihalyi and Csikszentmihalyi 1988). Considering the above-mentioned factors, the research chooses a method called “auto-driving”, able to help interviewees recall their courses of thought developments and feelings in their consumption process (Belk and Kozinets 2005), as the qualitative research method for exploring what flow is. In this way, the definition and dimensions of customer flow experience in person-interactivity and machine-interactivity contexts are likely to be clarified. What’s more, researchers can get a more explicit picture of what types of experiential value that customers would perceive in the process of flow are due to the fact that such a method will better the understanding of the essence of flow. Furthermore, once the elements of the flow have been confirmed, the researcher may also clearly ascertain what kinds of the person-interactivity and machine-interactivity factors triggering flow. After the first phase interviews, the present study not only finds out components of flow, but also defines flow as consumers’ state of inferring thinking, integrated thinking, visualization, emotional contagion and emotional arousal. Besides, according to the content of consumers’ self-description about flow experience, the study also found that causal relationships among the five elements of flow which were not found in the previous flow studies. For example, emotional contagion and integrated thinking influenced simultaneously emotional arousal and visualization influenced simultaneously emotional contagion and integrated thinking. Finally, inferring thinking directly influenced visualization, integrated thinking, and emotional contagion. Furthermore, the researcher identifies both person-interactivity and machine-interactivity factors that influence flow in base on the result of interviewees’ description about flow experience. Also, there are ludus which comes from the design of winning or losing and paidia which comes from exploring interesting content in person-interactivity factors. At the same time, the elements of ludus are competition and affiliation, and the elements of paidia are uncertainty and teasing. Finally, the machine-interactivity factors which influence flow include surprise, causality, and vividness. These findings would be practical implications for design consumers’ flow experience in further for the researcher and the management in service marketing. The result of the interviews also proves that flow experience with both person-interactivity and machine-interactivity is not only the optimal interactive consuming experience (Novak and Hoffman, 1996; Privette and Bundrick, 1987), but also delivers the multiple and rich experiential value to consumers. (Mathwick, et al., 2001). On the other word, consumers would perceive experiential value of achievement, reputation, and playfulness when they act with total involvement in one of the inferring thinking, integrated thinking, visualization, emotional contagion, or emotional arousal. Because of flow experience including multiple and rich experiential value, consumers in online person-interactivity would like to have the same flow experience in order to perceive these experiential value again. Therefore, flow experience positively influences re-patronage intention. The result of flow scale development and detection and analysis in the second step of this study shows flow scale is validity and reliability base on the exploratory factor analysis, the first confirmatory factor analysis and the second confirmatory factor analysis. The study further confirms causal relationships among the five elements of flow, causal relationships between flow and experiential value, causal relationships among the five elements of flow and experiential values, causal relationships between flow and re-patronage intention, and causal relationships among the five elements of flow and re-patronage intention by the statistic analysis of structure equation modeling.