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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
241

綠色大眾運輸導向土地使用規劃模式 / A Land Use Planning Model for Green Transit-oriented Development

劉人華, Liu, Jen Hua Unknown Date (has links)
伴隨著永續發展思潮之興起,「大眾運輸導向發展(Transit-oriented development, TOD)」已成為都市規劃之重要理念。相關研究雖曾就TOD緊密、混合使用發展帶來之永續效益進行探討,然高密度之發展模式亦會加速都市內資源消耗,並影響生活環境品質。為解決前述課題,相關文獻因而提出「綠色大眾運輸導向發展(Green transit-oriented development, Green TOD)」理念,以期待在TOD與綠色都市主義(Green urbanism)之結合下,形塑更為友善環境發展之都市型態。國內外雖有相關研究對Green TOD之規劃理念進行探討,並建立評估架構與準則,然規劃上仍未以該理念建構土地使用規劃模式,以協助規劃者研擬規劃方案;此外傳統土地使用規劃模式建構亦較少將土地使用配置現況與變更限制納入考量,規劃模式因而無法反映實際之規劃問題,並使其應用受到限制。   基此,本研究係由通盤檢討面向切入建構「綠色大眾運輸導向土地使用規劃模式」,規劃上並以高密度發展、混合使用配置、親生物開放空間追求、非機動運具可及性提升、停車需求抑制、資源配置效益追求、都市機能健全發展為追求目標建構多目標規劃模式;模式考量限制則包含通盤檢討變更可行性、配置區位限制、規模與容量限制、預算限制、運輸場站自明性、自行車道連續性等;模式求解則修正最小偏差法,並設定不同之權重組合尋求非劣解集合;最後則模擬實例情境設計假想例,以測試模式之可用性,並透過敏感度分析探討規劃模式之應用特性。   研究結果發現,規劃模式部分目標因追求方向相同而不具有償付關係,然各目標規劃理念、衡量面向與決策內容皆有不同,規劃上因而有保留之必要性,規劃模式並可依據此特性追求整合性之規劃效益,且著重高密度發展策略之應用。而敏感度分析則顯示,預算額度多寡將影響模式之規劃彈性與償付關係之表現程度,規劃前應妥善分析土地使用配置現況後編列適當之預算資源,以確保規劃偏好達成。本研究建構之土地使用規劃模式可於Green TOD 理念下研提不同之替選方案,並輔助規劃單位進行土地使用、自行車路網、水資源配置之規劃作業。 / Transit-oriented development (TOD) has become a main concept of urban planning as the advocacy of sustainable development. Previous studies, though, have explored the benefit of TOD which features of compact development and mixed land use, excessive density would also accelerate the resources consumption in inner city and decrease the quality of living environment. To solve the aforementioned problems, studies have proposed the concept of “Green transit-oriented development (Green TOD)”, which combines the concepts of “TOD” and “Green Urbanism” in anticipation of shaping an environmentally friendly urban form. However, most of the studies about Green TOD mainly focus on defining the planning concept or establishing the evaluation framework and criteria of it, it still lacks a land use planning model for Green TOD which aims to generate planning alternatives objectively for planners. With regard to the land use planning model, prior studies seldom took the current zoning and rezoning restriction into consideration during the model formulation, which not only made the formulated model fail to represent the real planning problem but also decrease the application value. This study, therefore, develops a multi-objective land use planning model for Green TOD from the aspect of overall review of urban planning. The objectives of the model include “maximizing the development density”, “maximizing the mixed land use degree”, “maximizing the biophilic open space”, “maximizing the accessibility of non-motorized vehicle”, “minimizing the parking demand”, “maximizing the benefit of resource allocation” and “minimizing the rezoning scale of available land”. The constrains of the model include “the rezoning feasibility of overall review”, “the restriction of allocated location”, “the allocated restriction of minimum scale and maximum volume”, “budget limitation”, “identification of transit station area” and “connectivity of bikeway network”. The revised minimum deviation method with different weight settings was used to search the non-inferior solutions set for the simulated case to verify the applicability of the developed model. Besides, sensitivity analysis was used to explore the model characteristic. The result found that some of the objectives, which cannot be integrated due to the difference of planning concept, assessing aspect and decision contents, feature of non-trade-off relationship due to the same pursuing direction. The application of the model can therefore apply this characteristic to pursue the integrated benefit accordingly and focus on the planning approach of high density development. Besides, the sensitivity analysis showed that budget amount influences the planning flexibility and trade-off degree significantly. Budgeting should therefore be dealt appropriately after analyzing the current zoning to ensure the achievement of planning preference. The land use planning model developed by this study can be applied to generate planning alternatives under the planning concept of Green TOD and support the authorities for land use allocation, bikeway design and water resource allocation.
242

永續都市觀點下住商混合社區之都市規劃 與設計模擬分析 / Urban design and planning tools in building sustainable mixed-use neighborhoods

張懿萱, Chang, Yi Hsuan Unknown Date (has links)
土地混合使用,尤其是住商混合使用,一直被認為是達成環境面永續都市或是生態城市的要素之一。其除了提高住商可及性使人們步行與騎自行車的機率增加外,同時也讓公共空間的安全性提高、並增加都市的活力。然而住、商兩者間不完全相容的土地使用型態卻也容易引發對居住環境的負面衝擊,例如噪音、異味、光線侵擾、使人感覺較擁擠、降低隱私性等使環境品質下降,而可能降低人對住商混合住宅社區的偏好。本研究從過去研究中較少提及的都市空間規劃與設計角度切入,探討不同都市規劃與設計元素如何影響住商混合區之環境品質,其研究目的有三:1. 歸納整理可能影響住商混合區建成環境之都市規劃與設計元素2. 建立環境面生態都市概念下,住商混合實質環境品質之評估面向與指標3. 分析各都市規劃與設計元素對住商混合建成環境指標之影響。 本研究以台北市的住三分區為基礎,建立模擬住商混合社區,模擬各種都市規劃、設計元素之變化情境,以利衡量每項都市設計元素以及組合情境影響下,住商混合社區各面向建成環境品質評估指標的變化。使用工具包括ArcGIS、Google ShetchUP、及AutoCAD軟體,以建立模擬都市基本圖,並使用空間分析工具、ArcGIS外掛模組及Excel計算各面向之環境指標數值。 研究結果顯示降低建築建蔽率有助於提升住商混合社區整體環境品質以及除了商店經營性外所有面向的建成環境(例如行人友善步行空間、居民住家可居住性及自然環境),商店經營性則於建蔽率40%-55%間時表現較佳。在建物形狀方面,顯示正方塔型與長條型建築在住商混合區建成環境各面向指標上表現的差別不大。此外,階梯式退縮建築對於行人友善步行空間、居民住家可居住性及自然環境等均有提升的效果。 / Mixed land use has been widely considered as one of the key planning principles for achieving (environmentally) sustainable city or eco-city in terms of promoting transit patronage, walking and biking, and incubating retail-business friendly communities. However, it may also lower the livability because of the problems like noise, light instruction and downgraded residents privacy as to decrease the residents’ preference to live in mixed-use area. Few studies, nevertheless, has been done on the roles of the various tools in urban planning and design in improving the physical environment for both residents and retail businesses. The objectives of the paper are: (1) to review the urban planning and design tools normally applied by planners which may have impacts on the physical environment of mixed-use community; (2) to compile an inventory of indexes corresponding to the quality of physical environment for both residents and retail businesses; and (3) to examine the impacts of these tools on the physical environment indexes. The research method involves an simulation analysis, which is conducted in a selected mixed-use community in Taipei city, Taiwan. The simulation analysis helps examining the impact of each of the tools on physical environment indexes . The software packages applied are Google SketchUp, AutoCAD, ArcGIS, and Excel. The results of simulation analyses suggest that lowering the building coverage rate (BCR) is helpful in improving overall quality of mixed-use community and all sub-indexes (i.e., pedestrian-friendly environment, residents’ livability and nature environment) except for retail business operation environment. The quality of retail business operation environment performs better when BCR stays at the intermediate level (between 40%-55%). In the aspect of building shape, there is minimal difference showed on the impact on the overall index between tower-shaped and slab-shaped buildings. Besides, the stair-shaped setback is suggested for better pedestrian-friendly environment, residents’ livability, and especially nature environment.
243

大學生電子書資料庫使用與閱讀研究:以國立政治大學為例 / Study on E-Book Databases Use and Reading for Undergraduate Students : A Case Study of National Chengchi University

黃譯民, Huang, Yi Min Unknown Date (has links)
本研究旨在探討大學生使用與閱讀電子書資料庫,研究目的包括:(1)探討 大學生電子書資料庫的使用與閱讀行為;(2)探討大學生電子書資料庫的價值認 知與使用滿意度;(3)探討影響大學生使用電子書資料庫的因素;(4)探討大學 生參與電子書資料庫推廣服務的現況與看法。本研究採用問卷法與訪談法,首先 藉由文獻探討歸納電子書使用與閱讀研究四構面,依此而設計電子書資料庫使用 與閱讀調查問卷,並對國立政治大學大學生實行問卷調查,再採用立意取樣方式 進行深度訪談,以探討大學生電子書資料庫使用與閱讀的行為。 本研究提出之研究結論如下:(1)政治大學的大學生近五成使用過電子書, 但使用過圖書館電子書資料庫者不到兩成;(2)使用圖書館電子書資料庫的主要 原因是「為了作業報告或學習研究需求」,而使用需求受到使用目的與動機之影 響;(3)最常使用的電子書檢索策略是「關鍵字檢索」,閱讀電子書的時間多為 1 小時,主要透過「線上閱讀」方式取用電子書,並以「跳讀,僅閱讀特定章節 /段落」方式閱讀單本電子書;(4)五成以上大學生喜歡實體書勝於電子書;(5) 對圖書館的電子書資料庫表示中度滿意,對電子書資料庫推廣服務則未達滿意; (6)「在螢幕上閱讀相當吃力」是大學生在使用圖書館電子書資料庫時最大的困 難,且電子書的閱讀較易出現注意力分散的情形;(7)影響政治大學的大學生使 用圖書館電子書資料庫的因素包含使用者主觀的使用經驗及客觀的外在環境。 最後,本研究對圖書館及電子書相關廠商提出以下建議:(1)圖書館應與廠 商定期合作舉行使用者滿意度調查,藉以瞭解使用者的使用行為、使用經驗及滿 意度;(2)建議電子書相關廠商簡化進入及取用電子書資料庫的步驟、利用圖像 式設計提供更明確且明顯的快速連結名稱,增加電子書資料庫的曝光率;(3)建 議圖書館瞭解大學生的需求及充實電子書資料庫館藏的質與量,增強正向使用經 驗及藉由同儕的影響力提高使用率;(4)圖書館應積極向教師推廣電子書資料庫 的使用並提供支援教學服務,以期透過相關課程,增加電子書資料庫曝光率及使 用率;(5)建議圖書館及電子書相關廠商透過創新且有趣的行銷推廣策略,以更 輕鬆且貼近大學生的服務及參與方式,提高大學生取用電子書資料庫之動機。 / This study mainly investigated using and reading e-books databases for undergraduates. The main purposes of the study are as follows: (1) to probe into undergraduate students’ use and reading behavior of e-book databases; (2) to discuss the undergraduates’ perception and satisfaction of e-book databases; (3) to find out the factors affecting undergraduates’ use of e-book databases; (4) to understand undergraduate students’ opinions and current state of e-book databases promotions services in university libraries. The study using questionnaire and interviewing as research methods. Through literature review, this study sorts previous researches on reading and use of e-books into four dimensions. A questionnaire is designed according to these dimensions and delivered to undergraduate students of NCCU. Moreover, 15 undergraduates are selected through purposive sampling from the returned questionnaire for further interviews. The conclusion of this study is summarized as follows: (1) near fifty percent of NCCU undergraduates read e-books, but only two percent used e-book databases; (2) the main reason why undergraduates use e-book databases is for term papers or research purposes, and their needs are affected by their purposes and motivations; (3) the most used retrieval skill is keyword searching, and most undergraduates use e-book online, just skimming and scanning for one hour at most; (4) over fifty percent of undergraduates prefer books to e-books; (5) undergraduates are generally satisfied with e-book databases acquired by NCCU Libraries, but they are less than satisfied with promotions of e-book databases; (6) the most challenge of using e-book databases for undergraduates is that “tiring to read on screen,” and they are easily distracted while reading e-books; (7) the factors affecting undergraduates to use e-book databases are attributed to their previous user experience and external environments. According to these conclusions, there are some suggestions made for university libraries and concerned e-book market investors: (1) university libraries may work with investors to hold regular user satisfaction survey; (2) it is recommended to simplify the access to e-book databases and e-books ; (3) to achieve higher use rate, libraries may improve the quantity and quality of e-books, and build positive user experience with e-book databases for undergraduates; (4) libraries may suggest and support faculty to teach with e-books or e-book databases in their courses; (5) libraries and investors may develop more innovative, easier and friendlier services for undergraduate students.
244

人物誌洞見:使用者行為如何激發新聞媒體的商業模式創新 / Insights from Persona: How User Behaviors Inspire Business Model Innovation in News Media

鄭家宜, Cheng, Chia I Unknown Date (has links)
企業越來越意識到使用者的重要性,知道產品設計必須以使用者為中心。但面對網路興起、讀者大量流失的報紙新聞媒體,該如何從使用者察覺出商業模式創新的機會,是當前文獻亟欲探索的主題。本論文因此提出兩大分析重點。第一,分析使用者的行為脈絡,由早期大眾的角色中找出使用者對資訊需求,理解創新擴散的關鍵。第二,透過使用者行為分析形成商業模式的各種可能性,了解如何能改變商業營運邏輯。本文以聯合報系旗下之《Upaper》捷運報做為個案,分析捷運族的移動行為與資訊需求,藉此鎖定十個新聞主題來分析使用者行為、資訊需求、設計洞見、設計方案等環環相扣的四個步驟。本研究歸納出三種人物誌:需要優先性資訊的懶人、喜愛連貫性資訊的達人、偏好比較性資訊的商人。這三種人物誌指引出三種可能的新商業模式:從新聞到情報、從廣告到商研、從紙媒到串媒。學理上,本研究提出使用者導向商業模式的形成過程及創新原則。實務上,新聞媒體組織可以理解分析使用者的微觀行為的步驟及策略。 / Enterprises are increasingly aware of the importance of users and know their product design must be user-centered. Now newspaper media is losing their readers due to the rising of Internet, so how to develop an innovative business model from users became one of hot topic of literature review. This thesis could be divided into two parts. Firstly, analyze the user behavior context in order to identify the information needs from the role of the early majority, and to realize the key point of innovation diffusion. Secondly, find the possibilities of business models through the user behavior analysis and learn how to change the business logic. In this paper, we use the United Daily News Group's "Upaper" as a case study of the mobile behavior and information needs of the commuters, thereby focusing the top ten news topics to analyze user behavior, information needs, design insights, design plan, these four steps which is closely connected and inseparable. This study identifies three Personas: lazy people who need priority information, Maven who like coherent information, businessman who prefer comparative information. These three personas point out three possible new business models: from news to intelligence, from advertising to business research, from newspaper media to the transmedia. Academically, this study presents the formation process and the innovative principles of the user-oriented business model. In practice, the media organization can understand the steps and strategies about how to analyze the user microscopic behavior.
245

前瞻性行為與工作-家庭衝突:邊界理論的應用 / Proactive Behavior and Work-Family Conflict: the perspective of Boundary Theory

陳紀凱, Chen, Ji Kai Unknown Date (has links)
在高度競爭的全球化環境下,僅僅被動完成工作指令的員工,已不足以支持組織的生存,因而個體的前瞻性行為,對於組織的重要性與日俱增。然而,過去研究大多只注重前瞻性行為於工作場域的作用,鮮少比較前瞻性行為外溢至不同情境中,可能產生的效果差異。因此,本研究同時將個體的工作場域與家庭場域納入考量,以邊界理論為框架,探討前瞻性行為與工作-家庭衝突的關聯,更進一步提出個體通訊科技產品的使用,以及個體建構的邊界強度可能存在的調節效果。本研究採時間間隔的方式,以問卷調查法施測,共得189份有效樣本,研究結果發現,前瞻性行為外溢至家庭場域中,不僅不會造成更多時間基礎、壓力基礎衝突,還能減少行為基礎衝突的發生,並且在前瞻性行為與時間基礎衝突的關聯上,家庭邊界強度能夠調節科技使用的調節效果,形成三階調節效果,即科技使用對於前瞻性行為與時間基礎衝突的關聯的影響,在個體家庭邊界強度高的狀況下最強。最後,針對本研究之結果進行討論,並說明理論貢獻、管理意涵、研究限制與未來建議。 / Due to highly competitive environment of global economy, employee’s proactive behavior becomes even more critical for organizations’ survival. However, most research focused on the effect of proactive behavior only in workplace, seldom research investigated the possible different effect when proactive behavior spillover to other context, such as family context. As a result, current study applied the theoretical framework of boundary theory, examined the relationship between proactive behavior and work-family conflict, which takes both work and family context into consideration. Our research further proposed the use of communication and information technology and boundary strength constructed by individual as moderator. We conducted time-lag questionnaire survey to test our hypothesis, which generated 189 valid data. Contrary to our hypothesis, result showed that proactive behavior did not cause individual to experience more time-based and strain-based conflict, but it even lead individual to experience less behavior-based conflict. Moreover, proactive behavior, technology use and family boundary strength interacted in a way that the strongest moderating effect of technology use between proactive behavior and time-based conflict occured when individuals were high in their family boundary strength, which is a three-way interaction. Based on our findings, we discussed our theoretical contributions, practical implications, limitation and directions for future research.
246

結合實體物件與行動載具之開發套件設計 / A Tangible UI Toolkit for Capacitive Touch Devices

黃奕誠 Unknown Date (has links)
過去,感知物件的互動方式大多發展於大型互動桌上,其技術主要是採用影像辨識來進行互動偵測,隨著平板的普及,我們希望能將大型互動桌的實體互動體驗帶到平板世界,然而現今平板使用之電容式觸控技術有別於大型互動桌之影像偵測技術,無法直接應用影像式的物件辨識方法,因此設計出一套結合平板電腦與感知物件的開發工具,目的是要讓互動設計的開發者能夠快速開發感知物件的互動模式。 而電容式實體互動物件設計較為複雜,對於互動設計的開發者而言,要去製作、開發這些互動物件不論是在電路或是實體物件都是有一定的難度,並不是所有的開發者都擁有相關的背景或是資源。而為了讓原型製作更加的簡單在軟體上我們設計了一套SDK,在硬體上結合了樂高積木和導電的膠帶,不僅製作快速、成本低,在組裝上也能擁有一致的規格以減少誤差的發生。藉由其底座組合方式的差異也就代表著不同的感知物件。因此開發者只需套用我們所設計的SDK就可以將原有的作品加上實體互動物件的互動模式。 / The Tangible User Interface (TUI) has been widely adopted on interactive tabletops by using optical sensing techniques and fiducial markers. With the huge growth of smartphone and tablet market, we hope to expand the tangible interaction experience to the off-the-shelf touch devices. However, most touch devices use capacitive sensing techniques that can only detect human fingers. We create a tangible hardware toolkit base on capacitive touch devices so developers can use it to build tangible interactions in a fast way. We put conductive adhesive tape on LEGO blocks to form an identifiable footprint. The footprint could be attached onto a tangible object. And the pattern of the footprint could be easily arranged to represent different identities. We also provide a flash SDK that can be quickly integrated into a developer’s project and then enable tangible interactions. We expect our hardware toolkit and software SDK can benefit more developers to create tangible UI applications on the capacitive touch devices.
247

消費者間共鳴對購買意願之影響 / An empirical study of the effects of customer resonance on purchase intention

謝依臻, Sie, Yi Jhen Unknown Date (has links)
近幾年來,社群網路因為使用者的參與已逐漸熱門熱門,成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台,我們可以在平台上發表任何任何想法,並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式,許多使用者再平台上發表內容以及訊息,當訊息被許多使用者廣為討論以及分享,因此在平台上有著所謂口碑的出現,也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。 本研究目的在於調查再社群網路上,何種因素會導致消費者去討論以及分享訊息,也就是使用者間的共鳴,之後更進一步探討,當使用者間的共鳴發生時,是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響,且共鳴對購買意願也有顯著影響。此外,本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族,分別探討其顯著指標與背後意義。 / In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them. We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.
248

中国語を母語とする日本語学習者の和語動詞の使用 : KY コーパスの分析

SUMI, Yukimi, 鷲見, 幸美 10 November 2014 (has links)
No description available.
249

日語動轉名詞之構詞法-從認知語意學的觀點- / Word-Formation of deverbal nouns in Japanese-By the point of view of Cognitive Semantics-

葉秉杰, Yeh, Ping Chieh Unknown Date (has links)
就筆者所觀察,至今有關日語動轉名詞之研究大都僅止於語義分類或是分析其句法現象,複合詞語義擴張之結構與因詞彙複合所產生的選擇制約(selectional restriction)之原因尚未闡明。然而,透過認知語意學之基模、理想化認知模組等,我們可以正確掌握在論元結構或是詞彙概念結構所無法得知之信息,如以下三點。 1. 複合詞的多義現象 2. 複合詞的選擇限制 3. 複合詞的句法特徵   首先,複合詞的多義現象所指的是同一個形態帶有兩種或兩種以上語義之詞彙,如「歯磨き」。在以往的研究皆被視為是動詞語基轉為名詞時所發生之現象,筆者則主張本現象是起因於轉喻。   其次,選擇限制所指的是如「?洗剤を水割りで使う」、「?部屋で立ち読みする」、「??こんにゃくを輪切りにする」之類,未必不合語法但會令人感到不自然之用法。本論文將由「命名功能」來探討此現象。   最後,複合詞的句法特徵所指的是,詞彙結構雖同樣能夠分解為「內部論元+動詞」或「附加語+動詞」,卻未必能夠與「-する」結合來做為一個動詞使用之現象。   以上三點中特別是1和2在先前研究中幾乎未被提及。筆者認為此二點在動轉名詞中尚有待研究。因此,本論文將藉由認知語意學之方法來嘗試提出新的構詞模式。 / In this paper, I attempt to interpret some phenomena of deverbal nouns in Japanese as shown following, by the method of cognitive semantics. 1. The polysemy of deverbal nouns 2. The selectional restriction of deverbal nouns 3. The syntactic characteristics of deverbal nouns At first, I will explain the polysemy of deverbal nouns as the lexicon “Hamigaki”, which is considered as a phenomenon of conversion of the base verb, is due to metonymy. Second, I will make an explanation about the selectional restriction of deverbal nouns such as “? Senzaiwo mizuwaride tsukau”, “? Heyade tachiyomi suru”, “??Konnyakuwo wagirini suru”, which are easy to be regarded unnatural but not ungrammatical usage via “naming function”. Last, I will discuss the relation of the affix “-suru” and deverbal nouns which can be analyzed to “theme + verb” or “adjunct + verb”.
250

以3M階層模型探討消費者個人特質及動機 / The influences of online brand community users’ traits and motivations on behavioral intentions—based on 3M hierarchical model

林佳怡 Unknown Date (has links)
Facebook全球使用者相當於世界第三大國,目前台灣有超過六百萬會員,其中粉絲專頁為Facebook提供企業或個人成立的社群專頁,粉絲專頁便於聚集相同嗜好的粉絲,特別是企業可利用免費的社交網站空間建立品牌社群,提高知名度與維繫顧客關係;台灣Facebook使用者也紛紛加入各種粉絲專頁,因此本研究以Facebook粉絲專頁使用者為研究對象,應用Mowen(2000)提出的3M層級模型,探究人格特質、動機、消費者創新性、社群認同感、價值意識,對使用者利用粉絲專頁接收資訊及發表意見意圖的影響。除了瞭解研究架構的層級關係,也以結構方程式驗證整體模型的適配度。 本研究結果發現:社群認同感對接收資訊意圖與發表意見意圖皆有正面影響,使用者的價值意識,對接收資訊意圖有正面影響。社群認同感與價值意識,來自人際需求、活動需求及資訊需求。本研究亦在研究架構外,延伸探討粉絲專頁使用者的接收資訊及發表意見意圖,接收資訊意圖是使用者瞭解該品牌並持續購買該品牌產品的重要因素,而發表意見的意圖則影響品牌喜好程度、採用該品牌其他產品,以及通路造訪頻率。以上研究結論可作為粉絲專頁之經營參考。 / Facebook has six million members in Taiwan and the global members have expanded as large as the population of third largest country. Based on the membership, various Faceboook applications have great potentials in advertising and marketing. Fan Page, one of the applications, functioned as an online brand community for the worldwide corporations to promote their new products/ services and manage the customer relationships. The research is based on Mowen (2000) 3M hierarchal model to investigate the influences of fan page users’ traits and motivations on their behavioral intentions. The purpose is to discover the hierarchical relationships of the conceptual framework and then provide the fan page owners with practical suggestions. The research findings including community recognition and value consciousness will positively influence the behavioral intentions. And community recognition and values consciousness are positively influenced by the needs of interpersonal relationship, information, and activity. Therefore, the fan page owners should meet the needs and then increase users’ community recognition and values consciousness by providing information and encouraging users to express their opinions on fan pages.

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