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京都大学 / 0048 / 新制・課程博士 / 博士(教育学) / 甲第18728号 / 教博第166号 / 新制||教||150(附属図書館) / 31679 / 京都大学大学院教育学研究科教育科学専攻 / (主査)教授 楠見 孝, 教授 吉川 左紀子, 准教授 野村 理朗, 准教授 内田 由紀子 / 学位規則第4条第1項該当 / Doctor of Philosophy (Education) / Kyoto University / DFAM

十九世紀時達到最高度發展之資本主義、個人主義、自由主義，系近代市民法之基石 ，極為崇尚個人人格及其尊嚴，認為個人意思具有絕大之權威，私人相互間生活關係 之形成係依據對私人人格及其尊嚴之尊重所導出之私法自治原則。並強調每一個個人 在社會上、經濟上及政治上均係自由且平等之社會單位，每個人均應且能照料自己之 福祉，並在追求自利之同時，亦無形地達成整個社會之和諧與繁榮。唯上述只係理論 上之假設，在社會生活現實中，各人之社會、經濟地位有強弱之分，且由于契約自由 極易與所有權、金錢債權相結合，有產者以其絕對之所有權為後盾，在實際上更鞏固 強者之地位，使和理論上之契約自由變成只是強者之專制自由、弱者之專制服從。針 對此一近代市民法之弊病，唯有重建真正的實質上之契約自由，亦即藉當事人間對抗 力量之建立，保障維護當事人間之對等地位，祇有如此方能真正達成自由且平等之社 會。 第一章導論性之探討係著重于近代私法之制定歷史及其社會模式之變遷，並肯定當事 人地位對等原則係將來立法上所必然之趨勢。 第二章建立契約當事人對抗平等之必要，係分別由經濟、政治背景及私法上之相應的 革新三方面來探討當事人對抗力量建立之必要怪並肯定當事人地位對等原則係法律政 策不可或缺之必要手段。 第三─五章等章係分別就勞工法、經濟法及消費者保護法三者討論此一原則之貫澈的 問題。 第六章結論係綜合上述各章之論述，就此一原則之所據的政策目的作一簡要之結論。

在現代化及西方色彩濃厚的台灣，消費者購物時除了實用功能，表現自我 的形象及與眾不同的需求越來越高，消費者以消費來表現自我，物質成了表現個人獨特性的媒介。Snyder and Fromkin（1977）的獨特性理論為「當自我概念的獨特性受到威脅時，一個人與他人不同的需求會被某些動機撩撥起來。」因此當環境與物質水準日漸相同的時候，消費者在消費的過程中，就會想要找尋一些與眾不同的商品來表現自我，滿足心中那塊與他人不同的獨特需求。 本研究的主要目的為：1. 探討台灣消費者之獨特性需求高低程度與性質。 2. 探討國外針對獨特性需求之量表在台灣的適用性。3. 針對不同獨特性需求心理與行為做分析並提出行銷建議。4. 分析獨特性需求對商機上運用的可能性及其方式、情境。 研究中採用心理及行為之獨特性需求量表，經過訪問及前測、量表純化後 做出合適的問卷，在網路上發放，最終樣本為444 份，研究中先以因素分析方式，找出獨特性需求的概念，在以集群分析找出台灣消費者獨特性需求的不同型態，並對每一集群找出5 位受訪者，深入了解其心理需求及平時行為習慣，以提供行銷建議。 本研究共粹取出三個因子：「創意個性」、「相對差異性」、及「顛覆群」。以及三個集群：「自主從眾族」、「創意表現族」、「搞怪避同族」。三集群在「創意個性」上有顯著差異，以創意表現族最高，搞怪避同族次之，自主從眾族最後；在「相對差異性」及「顛覆不群」因素上，搞怪避同族分數最高，其餘兩族群都偏低。 訪談的結果顯示，自主從眾族雖獨特性需求不高，但仍會受一點小小的設計變化吸引；創意表現族注重質感與設計，喜歡DIY；搞怪避同族喜歡獨一無二的商品，不怕奇特，特殊限量的最好，非常介意與人撞衫。因此，在行銷策略上，建議在小設計上做變化，運用少量多樣的商品變化或是限量策略，名牌設計師合作或是DIY 策略也可以用在獨特性行銷訴求上。此外，獨特性需求在消費上的意義及對後續研究者的建議也在後面一並討論

本研究不將個人主義與集體主義視為單一向度的兩極端，而從多向度的觀點，兼顧學者們談論個人取向及集體取向時所涵蓋的正面及負面意義，以釐清個人取向、集體取向與心理健康的複雜關係，並探討那些態度相互補充之後，對心理健康有最正面的影響。 　　本研究以政大、台大、文化、高雄醫學院、台南師範學院等五所大學的學生共454人為樣本，運用自編的個人取向量表、集體取向量表、心理健康量表及馬康二氏社會讚許性量表等研究工具搜集所需資料，再以典型相關分析、多元逐步迴歸分析、淨相關、共變數分析、變異數分析等方法進行統計分析。 　　研究結果發現：個人取向與集體取向不僅只有對立的關係，亦有不排斥而能互補的關係。若將個人取向視為孤立的意義，則與心理健康有負相關，若將個人取向視為獨立自主與自我表達的意義，則與心理健康有正相關。若將集體取向視為他人導向的意義，亦與心理健康有負相關，但若將集體取向視為家族認同與人際和諧的意義，則與心理健康有正相關。當一個人能夠同時具有個人取向和集體取向的優點時，其心理健康程度最佳。 　　本研究建議：將個人取向與集體取向視為多元化的觀點是可行的研究方向。學校教育中宜提供民主的溝通氣氛，提供不同的論點，協助學生澄清自己的價值觀，在溝通過程中尋求共識，促使學生發展出具有自主性又能認同群體的統整式人生觀，以利學生的心理健康。

The aim of this thesis is to investigate and identify the present communication gaps between cultures within an organization. For these couple decades, there has been numerous international joint ventures happening in China by the Taiwanese firms in order to reduce cost and to reach both economies of scale and economies of scope. In doing so the international joint venture firm has to hire and employee the local Chinese people where the culture is much different than Taiwanese people. This thesis studies and examines the possible communication issues and problems that could arise due to differences in culture. The qualitative method of interview was conducted in this thesis, composed of 5 Taiwanese managers and 3 Chinese managers inside the organization. The interview consists of 19 questions which were divided into three categories as follows: Communication, differences between ethnicity, and leadership and change. The responses were carefully examined and compared to see whether the difference in culture created some communication issues in the organization. The results from the interviewees and through chart comparison it was clear to conclude that there indeed have been communication issues and problems between the Taiwanese culture and Chinese culture at the workplace. The thesis provides four types of recommendation, including conflict management, internal communication and employee development, management communication strategy for change and strategic employee communication to facilitate major change. This thesis hopes to offer and improve a successful communication change between the different cultures within the organization.

This thesis is divided in three main parts. It is overall designed to give a better understanding of leadership in China and Asia. This work mentions Leadership methods used, as well as cultural aspects related to the different practices. The first part is made to give basic notions related to leadership in Asia. Important leadership concepts such as the effective leadership, some cultural aspects such as relationships in Asia and their management, the paternalistic way, and implicit leadership are introduced. The part also contains notions about organizational change and leadership strategy including the task integration strategy, the behavioral integration strategy, transactional and transformational leadership. This part is introductory and provides a basic knowledge about elements needed for leadership in Asia. The second part is dedicated to important concepts about leadership in China specifically, and this with comparisons to Western practices. This part contains important elements to know for people willing to have leadership positions in China. Some important cultural Chinese aspects are mentioned here in order to have a better understanding about why some leadership practices are the way they are. Even if this work is more China focused, other Asian examples are taken in the last part. The third part is about examples of leadership in different Asian countries. For this research, the following countries have been selected: Taiwan, Malaysia, Singapore, Thailand, Indonesia and Philippines. Even if this work is more focused on the Chinese world, having a look at other Asian countries might be useful to realize that some elements might have similarities to Chinese culture, some less.