在龐大且開放的分散式計算環境中，傳統的信賴模型由於缺乏完善的信賴程度更新機制，很容易出現節點間推薦優良服務的效能低落、服務熱點產生、甚至是無法有效排擠詐欺服務的問題，因而導致額外成本的付出。本論文利用社會學行動理論與人際環境關係理論，設計的一個新的信賴模型。在此信賴模型中，發展節點間的 「合作」、 「競爭」 以及 「同業公會」 等橫向關係，提升節點間信賴程度的更新效率，進而增進信賴模型的穩定性。我們設計了一個有視覺化介面的分散式計算環境動態模擬器，以測試信賴模型在面對動態環境中無法預期的計算節點 「上線」、 「離線」、 「無預警當機」 甚至 「出現詐欺服務」 時的應變能力。模擬實驗證實，我們的信賴模型在整體服務滿意度、計算成本等指標上，均有較佳的表現。 / In a large open distributed computing environment, due to the lack of a good mechanism for trust update among computing nodes, traditional trust model often encounters problems such as low quality of service recommendation, occurrence of hot spots, and no effective mechanism to exclude deceptive nodes. In this thesis, we use the action theory and inter-person relation theory in social science to design a new trust model with relations between nodes such as cooperation, competition, and guild to improve the efficiency and stability of trust update. We have designed a dynamic simulator with a visual interface for distributed computing to test the abilities of the trust model under scenarios such as bringing nodes on-line, taking nodes off-line, unexpectedly service outage, and occurrence of deceptive nodes. Our experiments revealed that our trust model has superior performance in various indices such as service satisfaction and computational cost.

網際網路發展之初，女性主義者批評網路是許於男性的新科技，女性被拒絕在這項新科技外，然而越來越多的女性網站相繼成立，各BBS站台也陸續有女性為主的版面出現，顯示女性逐漸在這項新科技中佔有一席之地。 女性在網路世界裡尋找到獨立的空間，在這個新的溝通空間裡，女性如何看待彼此？如何建立關係？少了男性意見的干擾，女性如何型塑溝通文化？專屬於女性的溝通文化呈現如何的特色？這些都是女性入主網路世界後，值得深入探討的問題。 本研究以台大椰林「站崗的女人」版面為研究場域，版上使用者的互動以及版面特殊文化，是探討網路人際關係以及網路科技現代意義的最佳題材。研究以深度訪談進行，探討版上的女性使用者如何看待「當兵」、如何調適「站崗」心情，同時探討在BBS的虛擬環境中，版上的女性使用者如何建立關係、培養親密情誼。 在文獻部分，首先探討電腦中介傳播中人際互動的可能性，接著整理愛情相關理論，探討在時間與空間的限制下，「站崗的女人」與當兵男友的愛情關係可能會面臨的狀況；最後探討女性與網路的關係，包括女性主義者對科技的批判、以及網路中的女性情誼。 　　研究結果發現，同理心、共同經驗、以及女性特質是「站崗的女人」版上使用者建立關係的重要基礎；而來自於版友的慰問與鼓勵、以及版上正面積極的文章，是站崗的女人最大的支持力量來源；站崗的女人與版友和男友之間的互動關係，也突顯出女性在站崗中的位置以及傳統價值觀下扮演的角色。

本研究旨在探討國中新移民子女父母親管教態度、人際關係及學業成就之相關情形，就研究結果加以統整，並據以歸納結論，最後提出建議，以供有關教育相關人員瞭解及改善現況或未來研究之參考。 本研究主要結論如下： 一、新移民子女的父親管教態度、母親管教態度在要求上，對於七年級子女有顯著差異。 二、新移民子女父母親教育程度程度為研究所與大學或大專，在父母親管教態度的反應上有顯著差異。 三、新移民子女家中經濟狀況良好及富裕，其父母管教態度在反應及要求上有顯著差異。 四、新移民子女的人際關係與同儕的互動、兄弟姐妹的互動，在性別部份有顯著差異。 五、新 移民子女的人際關係與父母的部份，在七年級部份有顯著差異。 六、新移民子女家中經濟狀況良好及富裕，其人際關係與父母部份有顯著差異。 七、新移民子女其學業成就在不同性別方面，國文及英文學習有顯著差異。 八、新移民子女其學業成就因家中子女人數不同，在八年級的英文學業成就有顯著差異。 九、新移民子女父親教育程度不同，在七年級的國文、英文、數學學業成就具顯著差異。 十、新移民子女家中經濟狀況不同在學業成就上具顯著差異。 十一、新移民子女父母管教態度對人際關係具有正向的預測作用。 十二、新移民子女父母管教態度在國文、英文、數學的學習具正向的有預測作用。 十三、新移民子女的人際關係在學業成就部份具正向的預測作用。 十四、新移民子女父母管教態度、人際關係對學業成就具正向的預測作用。 最後，本研究根據研究結果，提出各項建議，以為家長親職教育、學校教學與輔導、學校行政管理及未來研究提出建議。 關鍵字：新移民子女、父母管教態度、人際關係、學業成就 / The purpose of this research aims to study the correlations among parents discipline attitude, interpersonal relationships and academic achievement of foreign spouses’ children. This study adops the methods of literature review and questionnaire, aided with literature explore to collect information. I hope to provide references for the educational administration authorities. The conclusions obtained from this study are summarized as follows: 一、Foreign spouses’ children’s parents discipline on attitude require, have significant difference to the children of grade seventh. 二、Foreign spouses’ children’s parents' education degree is research institute and the university or junior college, there is significant difference of in parents discipline the response of the attitude. 三、Foreign spouses’ children have good rich economic situation, parents its discipline attitude in react and have difference of significant on requiring. 四、Interpersonal related to and the siblings of the same generation of foreign spouses children, there is difference of significant in the sex part. 五、Foreign spouses’ children interpersonal part related to and parents, there is difference of significant in the parts of grade seventh. 六、The economic situation is good and rich in the foreign spouses’ children's family, there is difference of significant between its interpersonal relationships and parents' part. 七、Study difference of significant in Chinese and English in different sex in eighth, their study achievements of foreign spouses’ children. 八、Their study achievement, children of foreign spouses’, children number different in house, have difference of significant in the English study achievement of grade eighth. 九、Foreign spouses’ children father's education degree is different, have difference of significant in Chinese, English, mathematics study achievement of grade seventh. 十、The economic situation has difference of significant differently on the study achievement in the foreign spouses’ children. 十一、Foreign spouses’ children parents discipline attitude have to interpersonal relationships to prediction function. 十二、Foreign spouses’ children parents discipline attitude have at Chinese, English, studies of mathematics to function of predicting. 十三、Foreign spouses’ children at study been new for interpersonal relationships of immigrant children achievement part have to prediction function. 十四、Foreign spouses’ children’s parents discipline attitude, interpersonal relationships have to study achievement to prediction function. Finally, this research proposes every suggestion according to the result of study, think parents home education, school education and guidance, school administration and research and propose the suggestion in the future. Key word: Foreign spouses’ children, parents discipline attitude, interpersonal relationships, academic achievement

本研究目的在於建構加護病房護理人員之非理性信念、情緒特質及情緒管理對人際關係之影響路徑模式。本研究採問卷調查法，參與者為200位加護病房護理人員，研究工具則包含非理性信念、情緒特質、情緒管理與人際關係等四份量表。研究中以驗證性因素分析、描述統計、單因子多變量變異數分析及結構方程模式分析資料，主要的研究結果如下： 一、教育程度在大學以下者比教育程度為研究所者具有較強烈之「希望感」正向情緒特質。護理年資高者較護理年資淺者能在人際關係方面展現主動關懷的行為。此外，修過情緒管理課程或壓力管理課程者比從未修過該課程者，具有較強烈之正向情緒特質。值得注意的是，從未修過壓力管理課程者卻比修過該課程者，具有較強烈之「自卑感」負向情緒特質。 二、非理性信念愈強者，其負向情緒激發愈強烈。但非理性信念與正向或負向情緒特質交互作用後，非理性信念對負向情緒激發的影響會被削弱。此外，非理性信念對積極回應策略沒有效果。 三、正向情緒特質對負向情緒激發具有負向效果，但卻對積極回應策略具有正向效果。 四、負向情緒特質對負向情緒激發具有正向效果，但對積極回應策略具有負向效果。 五、不同非理性信念者，其人際關係並無顯著差異。 六、正向情緒特質對人際關係具有正向效果。 七、負向情緒特質愈強者，其人際關係愈差，且負向情緒特質是透過負向情緒激發或積極回應策略對人際關係產生間接影響效果，雖然其效果並不大。 八、不同負向情緒激發者，其人際關係並無顯著差異，但當負向情緒激發受到正向情緒特質的影響後，會對人際關係產生正向的效果。 九、積極回應策略對人際關係具有正向效果。 十、修正模式一與二顯示非理性信念對負向情緒激發與積極回應策略皆無直接效果，非理性信念對人際關係亦無間接效果。但不同的是，在修正模式一中，正向情緒特質會對負向情緒激發產生負向效果，但對積極回應策略與人際關係產生直接的正向效果。此外，正向情緒特質會分別透過負向情緒激發與積極回應策略的中介，進而對人際關係產生負向與正向的效果。而在修正模式二中，負向情緒特質會對負向情緒激發產生正向的直接效果，但對積極回應策略會產生負向的直接效果。此外，負向情緒特質會透過積極回應策略的中介，對人際關係產生負向的效果，且負向情緒激發會透過積極回應策略的中介，對人際關係產生正向的效果。 　　針對上述結果，本研究分別針對護理人員培育機構與醫療院所提出課程教學與人員輔導之建議，並指陳後續研究可以參考與改進的方向。 / The purpose of this study was to propose and examine a path model of irrational beliefs, emotional traits, emotional management, and interpersonal relationship among nurses in the intensive care unit (ICU). Two hundred ICU nurses in Taiwan participated in this study. The employed instruments included the Inventory of Irrational Beliefs, the Inventory of Emotional Traits, the Inventory of Emotional Management, and the Inventory of Interpersonal Relationship. Moreover, the used data analysis methods were Confirmatory factor analysis (CFA), One-way Multivariate Analysis of variance (MANOVA), and Structural Equation Modeling (SEM). The main findings of this study were as follows: 1. Participants with an educational degree under college had a stronger “sense of hope” than those with an educational degree of graduate schools. Those with long period of working experiences in hospitals showed more proactive caring behaviors than their counterparts. Moreover, those who had taken emotional-management or stress-coping courses had more positive emotional traits than their counterparts. Finally, those who had never taken stress-coping courses had a stronger sense of inferiority complex than their counterparts. 2. Participants who had a stronger irrational belief experienced more negative- emotion arousal than their counterparts. However, the interaction of irrational beliefs and emotional traits could weaken the effects of irrational beliefs on negative-emotion arousal. On the other hand, the participants’ irrational beliefs did not have effects on their employment of proactive response strategies. 3. While the ICU nurses’ positive emotional traits did not have effects on their negative-emotion arousal, such traits had positive effects on their employment of proactive response strategies. 4. While the nurses’ negative emotional traits had positive effects on their negative- emotion arousal, such traits had negative effects on their employment of proactive response strategies. 5. The nurses’ irrational beliefs did not have effects on their interpersonal relationship. 6. The nurses’ positive emotional traits had positive effects on their interpersonal relationship. 7. The nurses’ negative emotional traits had negative effects on their interpersonal relationship, and such effects were brought about via negative-emotion arousal or the employment of proactive response strategies. 8. The nurses’ negative-emotion arousal did not have effects on their interpersonal relationship; however, when influenced by positive emotional traits, the negative-emotion arousal had positive effects on interpersonal relationship. 9. The nurses’ employment of proactive response strategies had positive effects on their interpersonal relationship. 10. The results of Modified Model 1 and Model 2 indicated that the nurses’ irrational beliefs did not have direct effects on their employment of proactive response strategies as well as on their interpersonal relationship. In modified Model 1, however, positive emotional traits had negative effects on negative-emotion arousal and proactive emotional strategies; moreover, positive emotional traits had indirect negative effects on interpersonal relationship via negative-emotion arousal while such traits had indirect positive effects on interpersonal relationship via proactive response strategies. In modified model 2, on the contrary, negative emotional traits had positive effects on negative-emotion arousal while such traits had negative effects on proactive emotional strategies; moreover, negative emotional traits had indirect negative effects on interpersonal relationship via proactive response strategies while negative-emotion arousal had indirect positive effects on interpersonal relationship via proactive response strategies. With accordance to the above findings, the researcher proposed some suggestions with regards to teaching and counseling for nursing training institutes and medical institutions; moreover, some suggestions were proposed for future studies.

本研究從Leech的「禮貌原則」和Grice的「合作原則」切入討論台灣著名的反迷（anti-fan）虛擬聚集處（virtual togetherness）「吐槽版」中的異議表達。研究者初步觀察吐槽版發現，該版呈現高度言論趨同的現象、鮮見異議表達。過往反迷相關文獻指出，相對於外在強勢的主流演藝圈文化，反迷意識到自己的小眾性、弱勢性，因而可能發展出成員間緊密的小團體情誼、友善互助的人際關係。研究者欲探究，在吐槽版高度趨同的發言氛圍下，版友該如何表達異議？什麼樣的異議表達方式符合吐槽版的禮貌標準？此外，吐槽版發言高度趨同、鮮見異議、鮮見網路戰火（flaming），確為出自於版友間同仇敵愾的團結情誼、友善的人際關係嗎？ 研究發現，吐槽版版友間人際關係淡漠，完全推翻研究者對於吐槽版反迷的想像。吐槽版版友雖偏好採用溫和、委婉的方式表其異見，但若時機適當，仍會出現相對尖銳的異議；且不乏針對第一輪發言者立論的「手法」表達異議，帶有「找碴」的意味。此外，版友在表達異議時，不時出現「非護航」自清，版友不自覺會將「表達異議」等同於「護航」。「禁止護航」這版規才是約束吐槽版版友異議表達的最主要力量，而非版內的人際關係。「禁止護航」保障了版友完整情緒發洩的權利，版友在此可單方面地表達對於演藝對象的厭惡之情而不會受到他人反駁。吐槽版版友無意與他人進行「雙向溝通」，完整的、單方面的「情緒宣洩」才是他們對於吐槽版的期待。版友無意集結版眾力量共同對抗演藝圈，他們對抗的其實是「理性溝通」的概念。研究者發現，在網路社群、虛擬聚集中，人們並非只需要理性溝通，「情緒發洩」也是人們重視的發言需求。

本研究主要目的是探討現今人們透過電腦中介傳播系統(computer-mediated communication, CMC)發展出的人際情感親密關係。研究動機是基於網路目前的風行以及研究需要，並視網路為「虛擬情境」，稱此通道下之人際情感親密關係為「虛擬人際關係」，與親身接觸發展出的人際關係有相同與相異之處。 　　本研究整理1970年左右迄今「電腦中介傳播」從「媒介選擇」、「人際互動」到「人際關係」，從強調網路工作效益至人際效果的研究歷程。「媒介選擇」包括「去線索理論」中的社會臨場感理論、媒介豐富理論、缺乏社會情境線索假說等，以及強調社會影響的社會資訊處理觀點；「人際互動」則分為網路人際情感、網路中的語言與非語言線索、比較電腦中介傳播與面對面兩種人際互動等加以說明；另著重在網路人際關係的文獻探討，詳述walther以「社會資訊處理觀點」看電腦中介傳播人際關係的研究，並也說明可用在網路研究的人際傳播理論。文中提到電腦中介傳播人際情感親密關係研究之重要，並敘述與本研究－「虛擬人際關係」相關的理論與說法。 　　研究探討的重心有三：1. 欲了解「虛擬人際關係」的發展與組成，以及這種人際情感網絡對於現實生活中人際網絡具替代或互補作用；2. 了解「虛擬人際關係」與親身接觸人際情感關係的異同；3. 找出人們尋求「虛擬人際關係」的原因。 　　本研究以電子布告欄(Bulletin Board System, BBS)為研究情境，選擇清大電機BBS站心情類版為研究個案，採用俗民方法學的態度，以觀察、親身參與其人際互動、社會網絡分析、深度訪談、電子郵寄問卷等方式探討BBS中的人際親密關係與情感支持。 　　研究結果發現「虛擬人際關係」網絡對大多數使用者為人際網絡之擴大；其發展過程與親身傳播人際感情關係發展過程類似，也會有自我表白、分享、了解等親密關係與情感互動，但「匿名」、文字互動、想像與期待、與異性交往多、轉移傳播情境會有落差等，是兩人際關係發展不同之處。而「虛擬人際關係」的組成還必須要有電腦網路「匿名」、情感使用、虛擬情境等特質，以及使用者有電腦網路經驗、技巧、媒介接近性、學科背景、個人特質（個性、偏好）等條件，這些不同於親身接觸的人際情感關係的組成與發展因素，也是使用者去尋求「虛擬人際關係」，得到情感與親密之因。 　　因此，「虛擬人際關係」可以使人發展親密關係並有情感互動，它無法替代實際人際情感親密關係，人們也不可能脫離現實的人際互動，但即是如此，由電腦中介傳播媒介建構的情境卻可以是一處情感交流與宣洩的地方，科技進步也可有溫情的人際效果。 / The study mainly attempts to explore intimate and emotional interpersonal relationship through the computer-mediated communication(CMC) ,orthe Internet, which is regarded as a "Virtual context". The relationship is named as "virtual relationship" which is different from face-to-face(FTF) one. 　　The study examined several related researches from 1970s on "media choice theory" and "interpersonal interaction". The former includes social presence theory, media richness theory and social information processing(SIP) theory. The latter combs the differences in the interpersonal emotion, ve.rbal/nonverbal cues and human interaction between the CMC and FTF chanell. and interpersonal relationship .Besides, the author describes Walther's SIP theory a lot and suggests it can also be applied to the research of internet-based interpersonal communication. The study also suggests that the most important in the research of CMC is to undesrstand the connection among the users, especially in emotion and intimacy. 　　There are three points in the research:(1)the development and constitution of the virtual relationships, (2)the difference in between virtual and FTF relationships, (3)finding out the reasons why people come to virtual relationships. 　　The methods of the study include ethnographic participant observation, social network analysis, depth interview and E-mail questionnaire to discuss the internet- based interpersonal intimate relationships and emotion support. The "feeling", "manwoman" and "love" boards at NTHU were chosen to be the case study . 　　The results find that "virtual relationship" is most BBS-users's expansion of their social networks. The developing process of virtual relationship is similar to that of FTF relationship, including self-disclosure, sharing and understanding.The different, however, fall on nicknames, verbal interaction, image and anticipation in the BBS. In addition to the development, the constitution of virtual relationships is based upon nicknames, use of emotion, users' idiosyncrasy, BBS experiences and computer skills that are also the reasons why people need virtual relationships. 　　Virtual relationship, therefore, enables one to develop intimate relations and share each other's feelings. However, the interpersonal relationship under FTF remains unreplaceable. No one can do without the interaction. Even so, the "virtual context" still provides a space for the expression and sharing ones' emotions; therefore, technology progresses also promote the warmth in interpersonal relationships.

Granovetter proposed that weak ties connect different sections of social networks, thus function as the channel for individuals to gain access to useful information unavailable at existing social circles. The first motivation of this study is to explore to what extent strength of ties theory explains information exchange behaviour of Taiwanese Facebook users. According to past research, Chinese rely on those with close guanxi, such as family members and close friends to satisfy individual’s needs. This leads us to ask if guanxi would also play an important role in satisfying individual’s needs for information. Thus the second motive of this study is to explore the significance of guanxi for Chinese Facebook users in selecting the counterpart for information exchange. It is hoped that the results of this investigation will contribute to social networks, guanxi, information behaviour research and social network sites users’ study, especially in Taiwan. Based the data collected via online survey, this study found that respondents tend to rely on strong ties as their primary sources of information. If their strong ties were not able to provide the information, respondents would rely on the connections of these strong ties, rather than the weak ties in their network, to find the information they needed. Thus strong ties are the key to information exchange in a social network.

本研究以人際關係為出發點，希望了解在社群網站形成的人際關係網絡中，個人自我呈現需求和人際關係需求與自我揭露之關聯，揭露對象的差異以及人格特質的影響。本研究以問卷調查法進行，對擁有Facebook帳號者之使用者發放問卷。結果顯示，個人提升自我形象、主動包容和情感期待需求對於在社群網站中向普通朋友及親密朋友的自我揭露有正向影響，情感表達需求對於在社群網站中向普通朋友的自我揭露有正向影響；被動歸屬需求對則普通朋友及親密朋友的自我揭露有負向影響。 此外，外向與自戀人格特質的使用者自我揭露行為上，也有不同的發現。內向的人的被動歸屬需求對普通朋友及親密朋友的自我揭露有負向影響，且被動引導需求對親密朋友的自我揭露有正向影響。而自戀的人的主動控制需求對普通朋友的自我揭露有正向影響。 研究結果提供了基於人際關係需求的社群網站自我揭露動機，並分析面對不同揭露對象時，人際關係需求對揭露的差異，對社群網站使用者的動機和行為有更深入的了解，並提供理論基礎。而針對不同人格特質的使用者，比較在社群網站自我揭露之差異，了解社群網站使用者的不同面貌。 / This study tried to understand the influence of self-presentation need, interpersonal need on self-disclosure of normal friend and close friend at the social network sites. Sample survey was applied to investigate Facebook users. The result reveals that “self-promotion”, “expressed inclusion”, and “wanted affection” needs have positive impacts on self-disclosure of normal friend and close friend in SNS. “Expressed affection” needs have positive impacts on self-disclosure of normal friend. In addition, “wanted inclusion” has negative influence. Furthermore, there are some different findings among extroverted, introverted, narcissistic and non-narcissistic groups.

社群網站集結了線下各種社會關係於平台中的特色，幫助使用者重整自我人際關係。社群網站中的各種功能得以應對不同社交情況，然而，根據東方線上的調查報告指出，以多重帳號分流管理人際關係的現象愈加普遍，社群媒體打破了虛實人脈的界線，在隱私權與形象管理等需求下，衍生出「雲端多重人格症」，出現多帳號、人際分流的狀態。 　　尤其當人們踏入職場後，將比起學生族群面臨更為多樣的社會交際互動。因此，本研究以擁有多個Facebook帳號的上班族為對象，探究他們在使用多重Facebook帳號時所採取的戰術策略、所面臨的人際關係與權力影響，以及在不同帳號中所呈現的自我形象。 　　本研究透過深度訪談法蒐集了八位在Facebook中經營多重帳號之上班族的使用經驗，發現上班族使用者們以創建多個Facebook帳號，作為閃躲Facebook意圖讓使用者間更加緊密連結的主要手段，藉由「與現實生活中可連結之假名」、「不完整的個人資料編輯」、「帳號間的互相封鎖或追蹤」等戰術，來對抗Facebook希望達到的人際關係串聯。另一方面，這種策略運用可被視為對de Certeau所提出之「戰略」與「戰術」的顛覆，Facebook使用者不僅運用戰術躲避網站空間的戰略，亦用以閃躲其他戰術使用者，形成另一種「戰略」與「戰術」的共舞狀態。此外，Facebook多重帳號的上班族使用者藉著「戰術」使用，不僅翻轉了原先de Certeau對「戰略」與「戰術」之二元觀點，更推翻費孝通早期所提出的人際親疏遠近模型。社群網路中的人際關係與權力影響充滿不確定性，親疏遠近的定義隨著不同使用者而改變，透過將不同層面之好友加入不同帳號的過程，上班族使用者能夠更彈性地控制這些關係中親疏遠近的變更，並在Facebook人際互動的過程中獲得更多自主權。同時，多重帳號的使用模式將傳統虛擬社群中人們得以自由探索自我之特性帶入與現實生活緊密相連的社群網站中，藉由在不同親疏關係的帳號中有不同程度的展演，上班族使用者得以同時在前／後台中現身，一邊整飾自我形象，一邊解放真實自我。 / Given the function of representing offline social relations, social media platforms, such as Facebook, facilitate users to maintain their online relationships based on different social conditions. According to a report of Eastern Online, some users, for the reasons of privacy and image control, manage their interpersonal relationship with multiple accounts, resulting in the online phenomenon of ‘multiple accounts, multiple relations’. This is especially true when students graduate from schools and start to work. Once becoming job employees, they have to encounter their bosses, colleagues, and other phatic relations, enhancing their desire for manipulating multiple accounts. Therefore, the purpose of this study is to examine Facebook users who have created multiple accounts for social groupings, to explore their tactics against the potential power subjects such as their parents, their bosses, or Facebook itself, and to discover how they formulate their images in different accounts. Eight employee subjects with multiple Facebook accounts were recruited for in-depth interviews. The study found that, although the Facebook policy encourages world-wide users tightly interconnected, users tend to escape from this strategy by using pseudonym, partial and falsified personal data, and block and trace tactics among Facebook friends. On the other hand, users not only use tactics against the strategy made by Facebook, but also against other tactic users such as their parents or elders who are relatively powerless in using Facebook and would like to tactically detect their children’s actions all the times. Such findings have challenged de Certeau’s theory of everyday life practice, since the binary distinction of strategy and tactic is no more warranted. The study also found the uncertainty of interpersonal relationship in Facebook. Thanks to Facebook design, users are allowed to join different friends into different accounts. In other words, they can define who are ‘close friends’ and who are ‘not so close’ online. And this definition may change from time to time. Such self-control provides users with flexibility to rewrite the closeness of their Facebook ‘friends’ in different life periods. Consequently, they rewrite the stable nature of Fei Hsiao-Tung’s sense of ‘relationship’, in which closeness and strangeness would not change easily over time. Finally, with the use of multiple accounts, the study found both front-stage and back-stage selves in Facebook, making image management more complex and increasing the possibility of liberating the true selves.

有越來越多品牌商除了管理直接客戶(代理商)外，也會積極與非直接客戶(下游客戶)建立關係，這樣的拉式策略不但能夠幫助品牌商取得市場資訊，也可藉此讓下游客戶對品牌商產生偏好，讓代理商因此對品牌商的產品產生需求；在這樣的情況下，代理商可能套牢在與該品牌商的關係中。本論文探究在品牌商的拉式策略下，對於品牌商、代理商與下游客戶的三方交換關係所造成的影響，以及處於中樞地位的代理商應如何降低負面衝擊。 本論文以台灣代理商為研究對象，藉由177份有效樣本進行實證研究。子研究一以品牌商觀點出發，研究結果指出，「品牌商對下游客戶的專屬資產投入」與「品牌商的品牌形象」將正向影響「下游客戶對品牌商的關係承諾」，進一步提高「代理商對品牌商的依賴」；另外，此研究也發現，代理形式將在「下游客戶對品牌商的關係承諾」與「代理商對品牌商的依賴」兩者的關係間扮演調節變數的角色。 子研究二則從代理商觀點出發，研究結果指出，當「下游客戶對品牌商與代理商的關係承諾正向差距」越大，則「代理商對品牌商的依賴」將越高；在這樣的情況下，若代理商提高「對下游客戶的專屬資產投入」與「對下游客戶的快速回應能力」，將有助於減少「下游客戶對品牌商與代理商的關係承諾正向差距」。另外，「代理商高層與下游客戶高層間的人際關係」與「代理商與品牌商的結盟程度」在本研究中則扮演調節變數角色，當「代理商高層與下游客戶高層間的人際關係」及「代理商與品牌商的結盟程度」越好時，將弱化「下游客戶對品牌商與代理商的關係承諾正向差距」與「代理商對品牌商的依賴」的負向關係。 / Increasing numbers of brand owners are actively investing marketing resources in not only their direct customers(distributors), but also those customers’ customers (downstream customers). This indirect customer marketing approach follows the “pull strategy” principle proposed in the channel literature. This kind of strategy provides the brand owner with valuable market information, creates product preference among the downstream customer, and aims to stimulate derived demand. Thus, the distributor faces a lock-in situation, and this leads to the brand owner occupying a stronger position and enhancing its profits. Under such a situation, the distributor may change its cooperative behaviors with the brand owner. The study interviewed 177 independent distributors who sell brand owners' products to downstream customers. The dissertation has two sub-studies. Study One is from the brand owner's perspective to investigate how the brand owner get stronger position in the channel system when it expands in overseas markets. The result showed specific investments from the brand owner to the downstream customer and the brand owner's good brand image may increase the downstream customer's relationship commitment to the brand owner. If the downstream customer’s commitment to the brand owner is high, the distributor may increase its dependent on the brand owner. In addition, the research also found that the number of distributors plays a moderating role in this study. If there are multiple distributors, the positive relationship between commitment of the downstream customer to the brand owner and the dependence of the distributor on the brand owner may become stronger. Study Two of the dissertation is from the distributor’s perspective. The brand owner's pull strategy may cause a decrese in the relationship performance of the distributor to the downstream customer. In order to solve this difficult situation, the study provides the distributor with the following solutions. The distributor can make specific investments to the downstream customer or improve its responsive ability to decrease the difference of commitment between the downstream customer to the distributor and the downstream customer to the brand owner. Moreover, the distributor can develop personal guanxi with the downstream customer or try to align with the brand owner to reduce the negative impact from this commitment disparity.