為有效促進土地使用、環境保護及引導都市發展，美國形成所謂「成長管理運動」，藉以提昇整體土地效用，並符合隨時代變遷而呈現多樣化的土地開發行為。然在土地使用規劃與管制的執行中，常涉及個別土地所有權人的財產權範圍與社會公經濟外部性間的考量；就土地使用規劃與管制對整體土地利用價值而言，可有所提升並降低開發所產生的負外部性；但就個別而言，當土地受到一定程度上之限制時，將會影響土地所有權人於土地所能從事的經濟活動、土地使用及其交易價值，且多重的管制往往導致土地所有權人權益因此受到限縮或喪失，是以為求合理的私有財產權保障，也相對興起了「私有財產權運動」，以尋求管制下的公平對待。 就社會整體而言，負面外部性的降低與正面外部性的營造有其必要，但更嚴格的管制也意味著人民私有財產權的重新界定，從而在土地使用規則與管制的執行上，產生了成長管理運動與私有財產權運動兩種不同面向的思潮與措施。是以本研究欲就成長管理運動與私有財產權運動之理念執行，以實證分析影響美國州政府採行成長管理運動或私有財產權運動之因素，期望藉由此兩種運動的執行理念與探討，作為我國執行土地使用規劃與管制對土地財產權界定與重新界定之參考與借鏡。 / In order to promote efficient land use and protect environment as well as lead urban development, the Growth Management Movement has emerged in USA. However, the implementation of land use planning and control will unavoidable affect the domain of private property rights and the public interests in terms of externality. Although land use planning and control can reduce the negative externality of land development, the limitation on private land will attenuate private property rights and result in the loss of landowners’ property rights and land value. The Private Property Rights Movement arises so as to pursue a reasonable protection of property rights and to have an equal treatment under land use control. From the society viewpoint, land use control is employed to modify the market failure so as to reduce the negative externality and increase positive externality, but the implementation of tighter land use control means that the landowners’ property rights are redefined and attenuated. That how far is too far is always a controversy and lead to the emergence of two opposite movements i.e. the Growth Management Movement and The Private Property Rights Movement. This study intends to investigate the concept of and to analyze the influence factors of both movements so as to use a mirror for Taiwan’s land use planning and control which assigns and reassigns the property rights of land.

本研究意圖了解台灣選民媒介使用與政治知識間長期的關聯與其變遷，以及嘗試將政治知識區分為政治結構知識與非政治結構知識兩類個別檢視，以期能深入瞭解媒介使用與政治知識類別的關係。本研究採用二手資料分析，將國立政治大學選舉研究中心在1995年與1998年所作之立委選舉面訪案，及台灣選舉與民主化調查研究（TEDS）在2001年與2004年所作之立委選舉大型面訪案，總共四次的資料加以整合，以時間的縱貫角度切入，觀察民眾長期政治知識與媒介使用情況的趨勢變化，針對影響政治知識的各項因素作檢驗，並提出可能的解釋。 　　關於變化趨勢的部分，研究發現在1995-2004年期間，總體政治知識及非政治結構知識程度有逐年減少的趨勢，但在政治結構知識程度上則變動不大，沒有逐年提升的趨勢；報紙注意程度上沒有顯著變化，而電視注意程度則有逐漸減少的情形。 　　研究結果顯示，無論時序如何變遷、政治知識如何分類，性別、教育程度及報紙注意程度，對政治知識均具顯著且穩定的影響力。男性、教育程度愈高者及報紙注意程度愈高者，其政治知識程度愈高。 　　年齡對於各類政治知識程度也是一個相當顯著的解釋變項，唯獨在政治結構知識上，老年人口的解釋力則不顯著。本研究也發現政黨認同能夠顯著解釋總體政治知識與非政治結構知識；但在政治結構知識上的影響與解釋力較弱。在總體政治知識與非政治結構知識的影響上，電視注意程度均呈現正向顯著的關聯，電視注意程度愈高，其政治知識程度愈高；但在政治結構知識上，電視注意程度的解釋力則不如預期。值得注意的是，電視媒介注意程度在2004年的資料中，對於各類政治知識均呈現無顯著差異，且影響方向改變。 　　綜觀研究結果發現，不同類型之政治知識，在本質上、變遷趨勢上、獨立變項的解釋力上的確有所差異。最能解釋總體政治知識的變項為媒介注意程度；最能解釋政治結構知識的變項為教育程度；對非政治結構知識最能解釋的變項為媒介注意程度。然而，報紙注意程度比起電視注意程度來說，對於政治知識程度的解釋力要來得正向且穩定。 / The purpose of this study is to examine the relationships of news media use and political knowledge and their changes over time among voters in Taiwan. Political knowledge, by definition, is categorized into structural and non-structural ones. Data were from four national surveys in 1995 and 1998’s National Chengchi University Election Study Center’s surveys, and the 2001 and 2004’s Taiwan’s Election and Democratization Study during legislative elections, respectively. Data analysis shows that since 1995 till 2004, political knowledge and non-structural political knowledge are both slightly decreasing, but the variation of structural political knowledge is relatively stable. Attention to newspaper news is steady but attention to television news is decreasing. Gender, level of education, and attention to newspaper news all positively predict structural and non-structural political knowledge in the four data sets. Male, highly educated people, and those with higher attention to newspaper news have more political knowledge. Party identification significantly predicts non-structural political knowledge but not structural political knowledge. Attention to television news positively predicts non-structural political knowledge. What is noteworthy is that in 2004, attention to news media first time shows no significant relationship with political knowledge. Take a closer look at relationships between various predictor variables and different types of political knowledge. Our results show that attention to news media strongly predicts political knowledge; level of education highly predicts structural political knowledge; attention to news media effectively predicts non-structural political knowledge. However, attention to newspaper is a better predictor variable in predicting political knowledge.

著電子期刊發展日益成熟，圖書館引進電子期刊館藏蔚為風尚，對圖書館紙本期刊的發展與學術傳播都帶來了巨大的影響。圖書館期刊館藏的改變，也連帶對於使用者的期刊使用造成影響。本研究旨在了解傳播學門教師電子期刊的使用行為，並從使用者的角度探討電子期刊對圖書館館藏發展之影響進而研訂以使用者角度為導向的電子期刊館藏發展政策，以做為未來圖書館館藏發展之參考。 本研究利用問卷調查與深度訪談以了解政大傳播學院教師的資訊行為與電子期刊的使用情形，以及政大傳傳播學院圖書館館藏發展現況、所面臨的問題與困難與對未來館藏發展之看法。最後獲致研究結論如下：(1)傳播學院教師平時的主要任務以教學與研究為主，而資訊需求也多因教學與研究而產生；(2)學術期刊是教師教學與研究的最重要資源；(3)傳播學院教師使用電子期刊甚於紙本期刊；(4)教師對傳播學院圖書分館期刊館藏與服務感到滿意；(5)傳播學院圖書分館重視發展學術期刊館藏，並以西文期刊為館藏重要特色；(6)傳播學院圖書分館期刊館藏發展以電子期刊與紙本期刊並重；(7)傳播學院圖書期刊選購由教師決定，主要考慮期刊內容學術性與教師需求；(8)獲得政大傳播學院圖書分館電子期刊館藏發展要件與程序；(9)傳播學院圖書分館經費有限與典藏空間不足促使電子期刊館藏發展的需求；(10)獲得政大傳播學院圖書館紙本期刊刪訂決策因素；(11)政大傳播學院圖書分館缺乏館藏發展政策訂定；(12)多數教師同意政大傳播學院圖書分館有發展電子期刊之需求；(13)多數教師對於全面發展電子期刊的看法仍有疑慮。 本研究最後針對圖書館電子期刊館藏發展與服務提出以下建議：(1)依據教師使用行為加強電子期刊館藏服務；(2)傳播學院三系所建立期刊選購合作機制；(3)訂定傳播學院圖書分館電子期刊館藏發展政策；(4)加強使用者電子期刊使用教育訓練；(5)強化傳播學院圖書分館館員的功能與價值。 / With the great developments of electronic journals, it becomes a trend for academic libraries to purchase a large amount of electronic resources. Electronic journals bring a lot of impacts on the academic libraries and scholarly communication. The changes on library serials collection also affect the way that faculty use scholarly journals. This research investigated the use of electronic journals among the faculty of Communication at the Cheng-Chi University, and tried to use user-oriented approach to formulate the serials collection development policy. The research conducted at the Cheng-Chi University in 2008 by questionnaire and interviews to exam the use of electronic journals by the faculty of Communication, investigate the status of serials collection in Communication Library, and obtain the faculty and librarians’ viewpoints about the future of serials collection development. The research findings are as follow: (1) The information needs of faculty of communication most came from research and teaching. (2) Scholarly journals are essential resources in the field of communication. (3) Faculty of communication rely on electronic journals than print journals. (4) Faculty are satisfied with the serials collection and services provided by communication library. (5) Communication library set great store by developing academic journals collections and foreign languages journals are features of communication library. (6) Emphasizing electronic journals and print journals equally is the main collection development strategy of communication library. (7) The purchases of journals are decided by faculty, and the technicality and needs of teachers are the two major factors that have great impact on serials selection. (8) Formulate procedures and components of serials collection development for communication library. (9) Shortage of budget and shelving space made communication library has need to develop electronic serials collection. (10) Formulate factors of serials cancellation for communication library. (11) Communication library need to establish collection development policy. (12) A majority of faculty agree that communication library need to develop electronic serials collection. (13) The mostly concerned issue when the library develops the whole electronic journal collection is the electronic archiving. Based on the final results of this research, several suggestions are proposed for improving communication library serials collection development and services are as follow：(1) Strengthen electronic journals collection services based on patterns of journal use by faculty. (2) The college of communication should build cooperation mechanisms for purchasing journals. (3) Communication library should establish electronic serials collection development policy. (4) Enhance training in e-resource use to faculty and students. (5) Strengthen the function and value of librarians in communication library to become the intermedium between main library and faculty.

網際網路普及背後孕育著龐大商機，但電子商務仍然面臨商業競爭與來自消費者的挑戰。研究者認為引進品牌權益的概念，協助電子商務經營者建立強勢網路品牌，是一可行辦法。回顧文獻，發現過去顧客基礎品牌權益研究多半為行銷者導向，較少重視消費者個別差異。為了更進一步區分消費者的差異，研究者欲藉由使用與滿足理論對媒體使用動機的研究成果，來瞭解消費者在不同的使用動機下其重視的網路品牌權益構面。本研究以Aaker(1996)提出的品牌權益為基礎，並使用網路消費者為研究對象，建構顧客基礎的網路品牌權益構面。也一併瞭解消費者個別差異，作為電子商務經營者在發展電子商務時的重要參考依據。 本研究分四階段進行。第一階段為定義何謂網路品牌；第二階段透過焦點團體，發展出顧客基礎的網路品牌權益內涵；第三，透過第一、二階段的成果，進行網路品牌權益問卷編製與大樣本施測，確立顧客基礎的網路品牌權益構面。第四階段使用典型相關分析，以瞭解不同使用動機下的消費者，是否重視不同網路品牌權益概念。網路品牌權益量表透過線上調查，收集358份有效問卷。研究結果指出，網路品牌權益可分作五大構面，分別為網站管理（包含營運方式與互動關係）、品牌忠誠（包含使用偏好與使用習慣組成）、品牌聯想、自我表達及知覺品質，因素負荷量達52.77%；量表共33題，信度.905(p<0.01)，效標關連效度達.512(p<0.01)。本研究亦發現在不同網路使用動機之下，消費者重視的網路品牌權益不同；在資訊蒐集與娛樂動機下，消費者重視網路品牌的網站管理與知覺品質；在人際與娛樂動機下，則重視知覺品質與自我表達。 最後則對電子商務業者提出品牌經營參考，及未來學術發展方向。 關鍵字：品牌、網路品牌權益、顧客基礎、使用與滿足。 / Despite the universal availability of the Internet and the immense business opportunities generated e-commerce, e-commerce itself is confronted by endless business competition and consumer mistrust. How should e-commerce managers react to these competition and challenges? This research proposes that the introduction of the brand equity concept is viable in helping e-commerce managers establish strong online brands, yet existing literature on customer-based brand equity are mostly marketer oriented rather than customer oriented, thus not much weight is given to individual consumer differences. We use mass media theory “uses and gratification” theory to understand if customer have different internet use motivation will cause them prefer different online brand equity. We use online consumer as research participant, and build customer-based online brand equity construct, describe individual differences as our results. E-commerce managers can utilize as important reference when developing their business affairs. This research is conducted in four stages: the first stage is intended for understanding consumers’ definition of online brands; the second stage develops preliminary customer-based online brand equity constructs via focus groups; the third stage develops customer-based brand equity constructs by designing and testing a survey based on the results of the first two stages using large samples; and the fourth stage uses canonical analysis to find out whether customer have different internet use motivation will cause them prefer different online brand equity. We collected 358 validate questionnaires. Findings indicate that online brand equity can be divided into five dimensions: web site management, brand loyalty, brand associations, self expressions, and perceived quality. Totaling 33 items, factor loading 52.77%, with 0.905 in reliability and 0.512 (p<0.01) in criteria-related validity. When conusumer’s internet use motivation is search information and entertainment, the online brand equity construct they will prefer is web site managemet and perceived quality. But when conusumer’s internet use motivation is interpersonal and entertainment, the online brand equity construct they will prefer is perceived quality and self expressions. According results above, we propsed some recommdations for e-commerce managers and scholars. Keywords: Brand, Online brand equity, Customer-based, Uses and gratification

本論文建立「Web 2.0後設架構分析框架」，可用於開發Web 2.0應用系統的結構化使用個案分析；首先從文獻歸納Web 2.0核心概念，再據之發展為分析框架。此框架包含兩部分，分別為「Web 2.0後設模型」以及兩階段的分析流程：第一階段以Web 2.0後設模型與系統需求產生出「Web 2.0實例模型」，第二階段加入非功能性需求分析，將實例模型轉換為UML使用個案。本論文使用四層之後設資料架構呈現此分析框架，並以股票交易型基金（ETF）之行銷與討論平台為例示範。 / This paper had proposed the “Web 2.0 meta-architecture analysis framework”, a structured use case analysis for Web 2.0 application systems: We first defined Web 2.0 core concepts and develop the analysis framework. The framework includes two parts: the “Web 2.0 meta-model” and a two-step analysis process. In the first step, the process generates “Web 2.0 instance-models” from the Web 2.0 meta-model and system requirements, which can be transformed into UML use cases along with non-functional requirements analysis in the second step. This paper presented this framework under four-layered meta-data architecture, and demonstrated the framework by using the case of ETF marketing and discussion platform.

摘 要 臺灣的宗教信仰，以臺灣民間信仰最為蓬勃發展，臺灣的廟宇數量也與信徒人數成正比，臺灣素有「三步一小廟；五步一大廟」之稱。許多人的成長經驗中，對於廟宇空間並不陌生，但我們所經驗的廟宇空間，畢竟只是廟宇空間活動中冰山的一角，並不能呈現真實社會中廟宇空間的全貌。因此，若要探討廟宇空間使用的全貌，就必須從空間使用與人群行為等，才能真實呈現出廟宇信仰的各個面貌。本文選擇大龍峒保安宮作為田野觀察的對象，透過實際觀察人們在大龍峒保安宮的空間使用，初步有四點研究發現。 廟宇具有四種重要功能：文化教育、經濟、社會與宗教的功能。一是宗教功能，保安宮透過這些誦經的法會，主要可以提供信眾解罪、祈福的功能。另外，保安宮駐廟道士李繼昌道長，一年到頭提供解祭、收驚、補運、求光明等各項法事，提供信眾在運途低落、身體不適的心靈寄託。此外，神明也提供宗教上的依靠，廟裡的效勞生認為透過身體勞力的付出，換取神明對於一家大小的保佑；二是經濟功能，保安宮自創建時期，便與四十四坎形成廟街聚落，其週邊的經濟效力不容小覷。除了地方宮廟週邊的廟街、攤販、廟宇相關產業的經濟效益外，其實宮廟本身就是一個龐大的經濟體；三是社會功能，保安宮在社會與公益活動方面，可分為常態性與特殊狀況（機動性）的救濟活動。另外，筆者發現保安宮的義工制度，提供另一種的社會福利。保安宮就像最具人性尊嚴的養老院，它提供老人家排遣寂寞的空間，讓老人家在做義工的過程中，如簡單的打掃、顧金紙攤、折金紙、清理燭臺等，感受到他們被社會需要。另外，廟裡很多人可以聊天互動，也提供他們社會人際關係上的需求；四是文化、教育功能，以保安宮為例，它用極致的古蹟建築，輔以藝文班、學術講座、道教學院等方式，傳遞一個地方廟宇的風華。 保安宮的規劃與實際空間使用行為存在落差，其落差來自人對於文化的認同與了解程度的不同。此外，在空間使用上，內部人員與外部人員存在使用空間的不同；即使是內部人員也會因為職位、貢獻程度與可替換性的高低不同，造成空間分配與使用上的不一樣。 關鍵字：保安宮、空間使用、廟宇的社會功能 / Abstract Taiwan folk belief is the most vigorous development in Taiwan's religious belief. Taiwan's temple quantity also has the direct ratio with the follower population. In many people's experiences, they do'nt feels strange to the temple space, but the temple space experienced is limited, it certainly cannot present complete picture of the temple space in the real society the. Therefore, if we would like to discuss the complete picture of the temple space used, it needs to be considered from the spatial usage and the people's behavior and. Then, we can really present complete picture of the Taiwan's temple space. This article chooses a case study of Taipei Dalongdong Pan-an temple to take the field observation . First, with actually observing the people's spatial usage in Taipei Dalongdong Pan-an temple, the preliminary research discovered the temple has four important functions. These four functions are the cultural and educational, the economical, social and the religious function. Speaking of the cultural and the educational function, Taipei Dalongdong Pan-an temple with its historical site construction, takes the assistance with literary arts class, academic course, Taoism institute to transmits a locality temple's culture ; In the economical function aspect, Taipei Dalongdong Pan-an temple since it was founded, then forms 44 merchant settlements, and its peripheral economical potency does not allow to belittle, moreover, Taipei Dalongdong Pan-an temple itself is a huge economical body, its related economic activity also has the moving force ; The third one is the social function. In recent years, because the Taiwan temple had the massive social resources, it had been engaged in the social public welfare activity and the philanthropy. In social and the public welfare activity aspect, Taipei Dalongdong Pan-an temple may divide into the habit and the mobile relief activity. Moreover, the author discovered the volunteer system of Taipei Dalongdong Pan-an temple provides the old person to dispel boredom lonely and social activity ; The Fourth one is the religious function, Taipei Dalongdong Pan-an temple's taoist priest provides each taoism ritual procedures all year long, enables the unlucky follower to have the dependence. In addition, the gods also provide religious dependence, the volunteers in the temple exchange family members' safety with their labors. Secondly, this article that the actual spatial of Taipei Dalongdong Pan-an temple doesn't match for its original plan because the differences in people's considerations. In addition, in the spatial usage, internal personnel is different from exterior personnel; Even if the internal personnel can also because of the position, the contribution degree create difference. Key words： Temple space, security palace, spatial use, temple function, user

近年來部落格興起，迅速形成一股風潮。部落格互動性高、進入門檻低，為缺乏高額行銷、宣傳預算的商業／非商業行為者提供了成本極低的新興宣傳管道，許多資訊化程度較高的非營利組織已開始選擇部落格作為其宣傳、發佈訊息或溝通的工具。 / 本研究以現有非營利組織部落格傳播研究為基礎，往閱聽人端延伸，探討非營利組織部落格閱聽人的使用與回饋行為，試圖描繪非營利組織部落格的閱聽人輪廓，提供非營利組織作為宣傳策略的參考。 / 研究發現，非營利組織部落格瀏覽者從動機、使用到回饋，整個過程呈現出環環相扣的因果關係，同時，每一個環節都受到瀏覽者的個人特質、周圍環境及其本身對公益事務（特定議題）或部落格此媒體工具的認知、態度、關注程度、過去經驗及…等多重因子形成的脈絡所影響。此外，「使用」和「回饋」中間還存在一個相當重要的環節：瀏覽者在接收非營利組織部落格的資訊刺激後，會因人而異，產生大小程度不一反應──包含對真實的認知、對訊息的共鳴或感動，進而轉化為行動欲望──，當此正面反應愈強，該瀏覽者便愈傾向做出進一步的回饋行動。 / 閱聽人瀏覽非營利組織部落格是一個動態的系列過程，充滿著各種影響因素，難以量化評估其效果或成敗。但從閱聽人的反應來看，非營利組織應可放心發展「部落格」此一媒體工具，省去架設網站的高金錢與技術成本，改以低成本、技術門檻低的部落格，將組織宣傳的人力物力集中在致力於「豐富內容」上，而不用再浪費時間學習網頁技術或尋找技術人才。同時，非營利組織也要善加利用部落格串聯的動能，可與使命相近的其他組織聯合舉辦活動或互相張貼串聯標籤，並以設計精美的標籤來鼓勵瀏覽者張貼在個人部落格上，擴展組織的宣傳觸角。

隨著台灣資訊科技系統大廠往自有品牌方向發展，接受委託代工製造業務之營運比重減少，自有品牌產品業務比重逐漸增加，然而發展自有品牌與替他人代工製造服務的新產品開發模式有所差異，自有品牌產品的產品規格與概念多半需由廠商自行定義，若只是參考他人之產品規格發展新產品，則生產出來的產品無特殊性，消費者的品牌印象與品牌認同也不強，並不符合發展自有品牌的目標；而若觀察全球資訊科技的品牌大廠，SONY與Apple皆有其成名代表作，代表作品皆為自行定義產品規格與概念的創新產品，而如何發想創新產品的概念遂成為本研究的研究目的。 近年來台灣電腦公司華碩，與日本遊戲機公司任天堂相繼在2006年及2007年推出足以對公司品牌印象貢獻良多的代表產品，遂成為本研究的研究對象，藉由對兩家公司的質性個案研究，蒐集與整理次級資料，並佐以公司訪談彌補次級資料不足的部分，嘗試找出這兩家雖屬不同產業的公司，在什麼市場環境背景下，新產品開法團隊如何發想新產品概念。而於研究結果發現，個案公司發起新產品開發專案皆有改變市場競爭狀況的動機，並期望用新產品創造新的市場，藉由在先進入新市場獲得優勢而爭強自己的市場競爭力；且當時市場上既有產品的某項屬性有性能過度提供的情形，因此個案公司跳脫產業對該產品屬性原有的技術路徑規畫，及性能與功能的追求，以使用者為中心，參考市場上既有產品的產品屬性及市場反應，與產品開發者獲取的使用者資訊發想產品概念。雖初期沒有外部使用者介入，但由於產品開發者同時具有使用者的身分，加上產品開發者平時對於使用者生活型態與行為多有觀察，或是在新產品開發後期，將測試原型提供給一般使用者試用，從此兩方面陸續取得使用者資訊；另外，個案公司若沒有強烈「與別人不同」的企業文化，獨立於原有組織主流運作方式與文化，且由跨部門成員組成的新產品開發團隊，將有助於產品創新。 / As Taiwan's information technology systems manufacturers to develop its own brand business, and the proportion of the OEM & ODM business gradually decreased as the proportion of own-brand business increased, but the way to develop new products in own-brand business is quite different from the way in OEM business, a innovative own-brand manufacturers usually generate the new product concepts or specifications by itself to make differentiation from other competitors. If someone just follow the concepts or specifications written on the orders by clients or imitating what others have done before, the new products are non- uniqueness to consumers, and firms can’t build strong consumer brand image and brand identity, does not comply with the objectives of the development of own-brand. Taking a look at global brand IT firms like SONY and Apple, we can find that they have their representative products, and the concepts and specifications of products are generated and defined by firms their self. Thus, how to make concepts of innovative products becomes the purpose of this study. In recent years, Taiwan's computer company ASUS launched its new product in 2007,and the Japanese gamesole company Nintendo launched its new product in 2006, both products were successful and made a great impact on the market, contributed so much to their brand image, and became each firm’s representative product. So these two products are qualified to be the cases of this study. For these two cases, the use of qualitative case study approach, through the collection of secondary data and interviews with company information to make up for lack of secondary data, trying to find out the new product development team of these two companies how to generate concepts of new product and the relation between new product development project and market environment at that time. The result of this study indicate that two companies both have motivations to change their market competition, want to create new markets then enter new markets through earlier access to get advantage and enforce market competitiveness. Some dimension of products already on the market in technology performance oversupply situation at that time, so the case companies are user-centered rather than following the industry usual technology planning path of pursuing performance and function, taking the consumer responses and concepts of products already on market as reference and the user information obtained by new product developer to generate product concepts. Although there is no user involved in the beginning of new product development, developer also can get user information because they also represent a kind of user, observe user daily lifestyle and even hold a user test with prototype in the later of new product development. Furthermore, the study results also indicate that if there is no strong corporate culture like “like no others”, a new product development team which is independent of the mainstream mode of operation of the existing organization and culture, and with cross-department members will contribute to product innovation.

過去研究發現，媒體是以偏差、負面、我族中心主義的角度處理移民族群的新聞，然而，這些媒介內容卻是閱聽人評估移民族群的重要依據。因此，本研究的主要目的即在探討青少年的媒介使用與東南亞籍配偶的形象認知、態度間的關係。此外，族群認知是由多重機制建構而成，本研究同時將青少年和東南亞籍配偶子女的人際接觸納入研究，探討人際接觸對東南亞籍移民族群認知的影響。 本研究採用問卷調查法，共訪問台北縣市青少年國中生共550 人。研究結果發現，青少年對東南亞新移民的族群認知與其弱勢情境有關，包括：負面、他者、社會問題、能力不足的形象認知。此外，青少年的電視新聞暴露、注意程度對東南亞籍配偶和其子女的族群認知、評估的預測力較佳：青少年的電視新聞暴露時間愈長、注意程度愈高，對東南亞籍配偶和其子女的認知、評估愈負面。青少年的報紙新聞暴露時間和東南亞籍配偶認知有關，其報紙新聞的暴露時間愈長，對東南亞籍配偶的負面形象程度愈低，顯示媒介暴露時間的多寡和媒介效果未必成正比。網路對於建構族群認知、評估的效果則未有電視新聞、報紙一致，未來若將網路使用內容納入研究範疇，將能進一步了解網路對於建構閱聽人族群認知、評估的效果。 / Since mass media has distorted ethnic groups in the news for a long time, this study examines how teenagers perceive the south-east foreign brides and their children and the relation between teenagers’ racial perceptions and media use. Therefore, teenagers’ interpersonal contact with the south-east foreign brides’ children is also a variable in the study so that we can further examine the effect of interpersonal contact toward teenagers’ racial perception and attitude. Using a random sample technique, a total of 550 teenagers were surveyed in 2008. The results of the study showed that teenagers perceived the south-east migration as the negatives, others, social problems and inabilities. In addition, the more television news exposure and attention teenagers have, the more negative perception toward the south-east migration teenagers hold. As for the newspaper, the more newspaper exposure teenagers have, the more positive perception toward the south-east migration teenagers hold. However, there’s no identical result in terms of the internet. Future research may find out how the internet impact the audience’s racial perception if the internet content is measured.

由於經濟快速發展及國際化、自由化的趨勢，導致城鄉發展的重新結構，也面臨愈來愈多非都市土地開發及農地變更的外來壓力及需求。農地除具有保障糧食安全功能外，尚具有保護自然生態環境、維持生態體系平衡、調和整體土地利用等「外部效益」，世界各國包括美國各洲、德國、日本等，均積極致力於農地保育，嚴格管制農地不得任意轉用；反觀我國土地使用管制及變更制度，自1930年土地法立法至1976年訂定非都市土地使用管制規則，農地係採取積極保護政策；然自1980年代起，由於積極發展工商業，致農業在國民經濟中之重要性日見下降，1995年宣佈實施「農地釋出方案」後，是為農地由分區管制之保護方式走向自由化之起步。2000年修正農業發展條例，放寬農地自由買賣，更將農地進一步推向自由化，然農地自由化仍有其限制，且應建立在嚴格的土地使用管制基礎上。 農地管制政策的放寬，讓許多標準農業區優良農田間，充斥著工廠及加油站、廢棄物處理廠等特定目的事業用地，形成環境污染的隱憂；雖為配合工商業及經濟發展所需，得釋出部份農地，然農業用地劃定或變更為非農業使用，仍應以「不影響農業生產環境之完整」為前提，基於「農地保護」觀點，為確保優良農田不受產業變更或經濟發展所帶來的衝擊或破壞，並維持完整之農業生產環境，確保糧食生產及農業之永續經營，對現行農牧用地變更使用問題，及其規範對現有農業生產環境之影響，實有探究之必要。 目前相關研究多就都市計畫農業區或整體農地資源（包括都市計畫內及非都市土地）之變更法制、管理制度面及回饋機制進行探討，惟就非都市土地農牧用地變更審議相關法令規範及各種型態包括不同面積、不同區位之變更審議規定之差異、後續管制方式及其對於農地資源保育、農業生產環境之影響並未有完整的「實證分析」，當前不同型態農牧用地變更規範，是否合理性？是否均能在「不影響農業生產環境」之前提下進行變更？對周邊農業生產環境之影響有何不同？亦未深入探討，本研究藉由桃園縣個案的實證分析、相關課題的探討及對公私部門及專家學者的深入訪談，以探析我國非都市土地農牧用地變更使用制度及農地保護措施；並以國外之農地保護政策為借鏡，進一步提出農牧用地變更使用制度及農地保護措施之建議改善策略，以別於其他研究。 / Due to fast economic development and the trends of globalization and liberalization, urban and rural development has been completely restructured, and there is a growing need for development of non-urban lands and conversion of farmlands. In addition to maintenance of food sufficiency, farmlands also have other “external benefits”, including preservation of the natural ecological environment, maintenance of an ecological balance, and balancing of overall use of lands. Many nations around the world, including the US, Germany, and Japan, have been devoted to preservation of farmlands through strict control of conversion of farmlands. In an overview of the domestic regulations on land use control and conversion, it can be found that since legislation of the Land Act in 1930 and Regulations on Non-Urban Land Use Control in 1976, our government had been engaged in protection of farmlands. After 1980, the importance of agriculture for the national economy gradually decreased due to promotion of industrial and commercial industries. In 1995, the “Farmland Release Policy” was implemented, ushering in liberalization of farmlands. In 2000, the Agricultural Development Act was amended to lift the ban on free trading of farmlands. The amendment of this act further liberalized the use of farmlands. However, liberalization of farmlands was bound to certain limitation and should be based on strict control of land use. The relaxation of the farmland control policy has made many standard agricultural zones filled with lands used for specific businesses, such as factories, gas stations, and waste processing plants, and caused public worries over environmental pollution. Although release of a portion of farmlands is necessary for commercial and economic development, planning of farmlands or conversion of farmlands for non-agricultural use should be carried out on the condition that “completeness of the agricultural production environment is unaffected”. Based on “farmland protection”, the impact or harm of agricultural changes and economic development on farmlands should be avoided, and the completeness of the agricultural production environment should be maintained, so as to ensure sustainable development of food production and agriculture. Therefore, investigation of issues concerning conversion of farming and grazing lands and regulations governing the impact of such conversion on the agricultural production environment is indeed necessary. In the present, most studies of related issues are focused on regulations on conversion, management, and feedback mechanisms of agricultural zones in urban plan or holistic farmland resources (including non-urban lands in urban plans). However, there is no comprehensive “empirical analysis” of regulations on review of conversion of non-urban farming and grazing lands, difference in regulations for various types of lands (including lands of different sizes and in different regions), subsequent control mechanisms, and the impact of the conversion on preservation of farmland resources or the agricultural production environment. Besides, issues such as whether the regulations on conversion of different types of farming and grazing lands is feasible, whether these lands can be converted on the condition that “the agricultural production environment is unaffected”, and whether conversion of these types of lands causes different effects on their surrounding agricultural production environments, have not been thoroughly investigated so far. Therefore, through an empirical analysis of cases in Taoyuan County, investigation of related issues, and interview with experts and public/private departments, this study aimed to explore the domestic regulations on conversion of use of non-urban farming and grazing lands and protective measures for farmlands. Further, based on farmland protection policies adopted in foreign nations, this study further proposed strategies for improving the current system and protective measures to distinguish itself from other existing studies.