本研究之研究目的主要探討知識工作者，對於工作本身及勞資關係的認知傾向；利用問卷調查及SAS統計方法，針對新竹科學園區內高科技公司之研究發展部門員工，進行問卷調查以瞭解知識工作者的勞資關係認知型態。 本研究以工作選擇偏好與工作特性二構面，利用集群分析將受訪者分為知識工作者與非知識工作者二類型，探討其在勞資關係與人事管理制度方面，是否有明顯的差異。研究結果發現，知識工作者，其從事之工作類型屬於知識型，勞資關係認知傾向初始型關係契約模式，並且，組織在人事管理制度方面，多採行較自主的管理模式。 換言之，本研究結果發現，知識工作者對於組織及工作的認知，具有混合、模糊的成本／利潤分派原則，且衝量標準較主觀，強調組織與員工二者團結攜手合作，共同規劃未來，因此，在組織人事管理制度的設計上，宜偏向自主性且較具彈性的管理制度，並採行員工分紅、入股的制度，讓員工對組織有長期的發展規劃。此結果顯示與一般認為知識工作者對組織的忠誠者較低有相反的發現，有助於組織瞭解知識工作者的工作態度傾向，以利組織制度的設計及勞資關係良性的發展。 非知識工作者的工作類型，屬於非知識型工作，其勞資關係傾向現代型關係契約模式，其特徵為具有客觀、明確的衡量標準及成本／利潤分派原則，組織與員工間權利、義務規定明確兩者關係卻容易移轉，因此，組織在人事管理制度的設計上，較偏向制度化的管理模式，清礎明確的績效考核制度與定期的獎金制度。 知識已成為企業成功的主要利基，因此，知識工作者將成為主要的資源，企業唯有不斷的激勵知識工作者以創造賴以生存的生產資源，才能在知識社會中生存成長，所以，組織應更加重視知識工作者的勞資認知傾向及智慧財產的管理與保護，才得以發展出和諧的勞資關係。

過去大部分研究都認為人們偏好多樣化的選擇，在商店內提供越多的商品，會吸引到更多的消費者來做購買。但近年來，消費者的購物環境充斥著各式各樣的不同資訊，在這樣的情況下，賣方如果再給消費者增加更多的產品選擇，是否有可能會使消費者的購物會產生障礙，而反而延遲消費者的購買行為？近幾年，紛紛有學者發現，產品多樣化所帶給消費者的效益有一定的限制，並不往往是「越多越好」，許多研究試圖找出影響消費者對商品數量偏好的因素，而其中有文獻指出，商店的評價差異，將會影響消費者對不同數量商店的偏好；另外，消費者做選擇前，是否已對產品存有特定的理想偏好，也可能會影響到消費者的選擇結果。 目前過去對消費者商品數量偏好的研究多以實體零售商店作為探討目標，而近幾年網路購物盛行，網路商店往往會提供消費者數量眾多的商品做選擇，因此本研究則改以網路商店作實驗探討，且參考過去文獻所探討之變數，加入不同產品類型來探討對消費者所造成的影響，此外也探討極大化程度對消費者偏好是否具有影響。 本研究結果則發現： 1. 有無理想選擇與產品類型對消費者不同品數量的偏好影響具有交互作用。 2. 當消費者購買的是享樂品時，有理想選擇的消費者會偏好產品數量較少的網路商店。 3. 當消費者購買的是實用品時，有理想選擇的消費者會偏好產品數量較多的網路商店。

平衡是視覺藝術中一項重要的構圖原則，因為它能將畫面中分散的元素統整起來，使得各個元素所造成的知覺強度或張力（tensions）能在平衡中心相互制衡，進而成為一個有秩序的整體，因此以往文獻對於平衡與美感偏好的關係有諸多論述。本研究目的在於以幾何圖像探討平衡性與美感偏好的知覺歷程。參考Wilson與Chatterjee（2005）的研究成果，本研究以幾何圖像為對象，除了對其實驗加以重複驗證，以及進行更深入的分析，並進一步將畫面元素的明暗納進來一併探討。本研究包括四項實驗，實驗一和實驗二皆採用二值化圖像探討平衡度及美感偏好度，實驗三和實驗四則是採用灰階圖像探討平衡度。實驗一探討圖像中元素位置的分布如何影響個體知覺到的整體平衡度，並根據分析結果以改進Wilson與Chatterjee的算則。實驗二探討圖像中元素分布位置之不同如何影響個體的美感偏好度，並探討偏好度與各項平衡指標的關係。實驗三探討圖像中元素的不同灰階是否影響個體知覺平衡度。實驗四則是以實驗三為基礎，進一步操弄畫面中元素的灰階變化，以觀察元素分布位置與灰階對整體平衡度知覺所造成的影響，並檢視改進後的算則是否更能有效預測主觀平衡度。結果指出，採用二值化圖像探討平衡度及美感偏好時，重心偏離度指標和四項軸對稱指標平均對於主觀平衡度均有極佳的預測力。然而，八項對稱指標平均對於主觀美感偏好有較佳的預測力。灰階的主要效果達顯著，支持先前灰階會影響主觀平衡度的想法。最後，將灰階權重納入算則後，大部分客觀平衡性指標對於主觀平衡度的預測力均有增加，然而其差異僅在重心偏離度指標達顯著。基於本研究結果，各分項指標對於主觀平衡度的預測力不盡相同，因此在發展預測主觀平衡度的指標時，應對各分項指標賦予不同的權重。然而，在尚無足以預測美感偏好之最佳指標的情況下，Wilson 與Chatterjee （2005）所發展出的八項對稱指標平均對其的預測力仍是最佳的。最後，研究者建議未來在從事相關研究時，應將影響平衡的因子一併納入考慮。 / Balance is an important compositional principle in visual arts. Balance gives unity to an image with separate elements, allowing them to produce visual forces and tensions that compensate for each other, and then becoming a whole with order. Previous research has provided plenty of discussions on the relationship between balance and aesthetic preference. The purpose of this study was to investigate the perceptual process of balance and aesthetic preference in geometric images. Based on Wilson and Chatterjee (2005), geometric images were used again to reexamine their proposal more thoroughly and study the balance and aesthetic preference further taking grayscale into consideration. In this study, four experiments were conducted. Binary images were used in Experiments 1 and 2. Experiment 1 was aimed to test the effects of element distribution on perception of balance and further improve the algorithm proposed by Wilson and Chatterjee (2005). Experiment 2 was intended to investigate how element distribution affects aesthetic preferences and how each measure of balance is related to aesthetic preferences. In the Experiments 3 and 4, grayscale images were used instead. The goal of Experiment 3 was to test whether grayscale affects the perception of balance. Experiment 4 manipulated grayscale levels based on the results of Experiment 3. The goal of this experiment was to observe the effects of element distribution and grayscale levels on balance perception and examine whether introducing the grayscale weight into the algorithm could help predict subjective perception of balance. Results showed that for binary images, deviation of center of weight and the average of symmetry measures along four principal axes were good predictors for subjective balance rather than the average of eight symmetry measures. In contrast, aesthetic preferences were better predicted by the average of the eight measures of symmetry. The main effect of grayscale was significant, supporting the hypothesis that grayscale contributes to the subjective perception of balance. Finally, after the grayscale weight was included in the algorithm, most objective measures of balance improved predicting power for subjective perception of balance, but the difference was significant only for deviation of center of balance. According to the findings of this research, it is suggested that the weight of four measures of inner and outer symmetry should be reduced when applying to predict the perceived balance because including them lowered the predicting power. As to aesthetic preferences, the average of the eight measures of symmetry introduced by Wilson and Chatterjee (2005) was still a better index for predicting aesthetic preferences. Finally, this study suggested that future researchers should consider other factors which also affecting balance perception and evaluate their effects respectively.

本篇論文藉由文獻探討與迴歸分析探討法人與散戶的投資偏好與行為的不同而造成的報酬上的差異，本文共收集了54篇探討法人與散戶投資行為和選股偏好的文獻並進行整理，其54篇文獻細分成三個方向探討投資人的投資行為：交易策略、認知與情緒偏誤和訊息內含。由文獻的整理中發現，法人與散戶的投資報酬差異確實與交易策略和選股偏好相關，相較於散戶，法人具有資訊與資源上的優勢，所以他們較能夠在面臨投資和選股決策時，做出正確的決定。然而，散戶在資訊的取得上相較法人處於劣勢，所以在做決策時較為不明確，並且由統計數據來看，散戶的部位通常與法人為相反的，所以散戶通常為法人提供流動性，並且因此得到較差的報酬。 而行為財務學的角度來看，法人和散戶皆有不理性的投資行為，而這些不理性的行為皆會為他們招致較低的投資報酬，而法人有較高的投資報酬率並非因為他們理性，而是因為相較於散戶，法人的不理性程度較為低的原因。既然由行為財務學的觀點來看大家皆是不理性的，便推論法人與散戶的報酬差異是來自選股的偏好，在第四部分以台灣經濟新報658家上市公司的資料進行迴歸分析以探討台灣法人、散戶與外資的選股偏好，結果顯示法人和散戶偏好依據其週轉率、公司規模、本益比、股價波動度與股利殖利率有所不同，而外資法人的偏好則與國內法人類似。 / This paper surveys the literatures relating to the investment preference and performance between institutional and individual investors in order to determine the reason of return disparity. 54 papers are surveyed to understand the preference and performance through three aspects: trading strategies, cognitive and emotional biases, and information content. Disparity of returns is due to trading behaviors and stock preferences. Institutional investors tend to be informed and make correct decision when trading. However, individual investors tend to invest in the opposite direction to institutions and provide liquidity for them. Therefore, institutional investor have better performance due to their less irrational behaviors and correct selection of underlying objects. In the fourth part, using data of 658 listed equities from Taiwan Economic Journal from Taiwan’s stock market, we investigate the relation between investors’ ownership and financial indicators. The regression analysis shows that the stock preferences between individual and institutional investor are different. Results indicate that institutional and individual investors have distinct preferences based on turnover rate, size, price to earnings per share ratio, stock volatility, and dividend yield. Foreign institutions’ stock selection preference is similar to domestic institutions.

本研究為能瞭解多巴胺在壓力源引發個體古典制約行為學習中的參與角色，採用一個與多巴胺相關的場地制約偏好行為作為研究工具，並利用一較溫和的禁錮壓力源作為非制約刺激與場地環境制約刺激進行配對制約。本研究假設內側前額葉皮質處的多巴胺參與在此壓力源引發場地制約行為學習中。實驗一針對單次禁錮壓力源的非制約刺激效果進行檢驗，分別檢測壓力源對個體的生理、情緒或是行為活動量的影響。實驗二利用「同時制約」或是「倒序制約」等兩種制約方式來進行單次禁錮壓力源引發場地制約偏好行為作業，並分別於制約程序的不同時間點施予多巴胺專屬受器拮抗劑，檢驗多巴胺在制約行為學習作業中的參與。實驗三在「同時制約」或是「倒序制約」兩種制約程序中的不同時間點，施予局部麻醉藥物二丁卡因暫時抑制內側前額葉皮質活動，以檢驗該區塊在單次禁錮壓力源引發場地制約偏好行為下的參與角色。實驗四為了解內側前額葉皮質處多巴胺在單次禁錮壓力源引發場地制約偏好行為中的角色，在「同時制約」程序的不同時間點施打多巴胺專屬受器拮抗劑至內側前額葉皮質區。 實驗結果發現：本研究所使用的單次30分鐘禁錮壓力源，確實可以引發實驗動物體內的壓力賀爾蒙糖皮質素大量增加、提高焦慮情緒或是降低自發性行為活動量。單次禁錮壓力源在「同時制約」或是「倒序制約」等兩種制約程序下，都能建立場地制約偏好行為。在禁錮壓力源操弄「之前」或「之後」，周邊施打多巴胺D1或是D2專屬受器拮抗劑，在「同時制約」或是「倒序制約」兩種制約程序中都會減抑禁錮壓力源建立場地制約偏好行為的效果。在「倒序制約」方式中，在「實驗動物接受完30分鐘壓力源操弄後被置入制約箱之前」才給予多巴胺拮抗劑，也會破壞後續的配對制約形成。在中樞內側前額葉皮質部分，在「同時制約」或是「倒序制約」兩種制約程序中，二丁卡因在壓力源與環境刺激配對「之前」給予才會抑制禁錮壓力源建立場地制約偏好行為的效果。在壓力源與環境刺激配對「之後」才抑制該處神經活動則不影響壓力源建立制約行為的效果。中樞內側前額葉皮質施予多巴胺D1或是D2專屬受器拮抗劑，也得到前述相同實驗結果。 本研究的實驗結果證明單次禁錮壓力源確實可以建立場地制約，為另類的古典制約行為。壓力源的操弄可引發多巴胺釋放量增加，及內側前額葉皮質處的多巴胺確實參與了此禁錮壓力源引發場地制約偏好行為。總結本研究結果顯示內側前額葉皮質處多巴胺在壓力下會對制約行為學習造成影響，並冀望此結果可以擴展對於內側前額葉皮質功能失能與心智疾患間關係的瞭解。在演化上，壓力對於人類或是其他族群的生存有其必要性。動物對於其環境中的危險或是威脅事件必須進行行為學習或因應，才能避免生命的損失。 / To investigate the role of dopamine in stressor involved in classical conditioning, the present study used a dopamine-related task, conditioned place preference (CPP), as behavioral measurement. The mild restraint stressor was used and presumed to serve as the unconditioned stimulus to be paired with the contextual conditioned stimulus. The medial prefrontal cortex (mPFC) was hypothesized to be involved in this type of stressor induced place conditioning. Experiment 1 examined the effects of restraint stressor on physiological, emotional or locomotor tests. Experiment 2 investigated the involvement of dopamine in the stressor induced CPP, which conditioning procedures were manipulated by either simultaneous or backward form. The selective dopamine receptor antagonists were systemically administered in different time points during the conditioning procedures. Experiment 3 took lidocaine, a local anesthetic, to induce temporal deactivation of the mPFC. Lidocaine was infused in the mPFC at various time points, in either simultaneous or backward conditioning, to evaluate the involvement of the mPFC in stressor induced place conditioning. To further investigate the effects of dopamine receptors in the mPFC in the present type of CPP, the selective dopamine receptor antagonists were locally infused into the mPFC in simulutaneous conditioning procedure in Experiment 4. The results showed that the manipulation of acute 30 min. restraint stressor increased the corticosterone, anxiety, but reduced the locomotor activities in rats. Consitent with previous work, this acute restraint stressor treatment given in either simultaneous or backward conditioning form significantly induced CPP. Systemic injection of dopamine D1 or D2 receptor antagonist given “before” or “after” the manipulation of restraint stressor, in either simultaneous or backward conditioning, attenuated the formation of stressor induced CPP. When these drugs were infused “right after the stressor manipulation and before the commencement of place conditioning” in the backward conditioning, the induction of CPP was also impaired. The attenuation of stressor formed place conditioning was showed when lidocaine was infused in the mPFC “before”, but not “after” the manipulation of restraint stressor. Such an attenuation effect was also seen when the selective D1 or D2 dopamine antagonist was infused in the mPFC. The present study showed restraint stressor induced place conditioning as a novel type of classical conditioning. Consistent with the evidence showing that the manipulation of this stressor increases the release of dopamine, this study further verifed that the dopamine in the mPFC is involved in this restraint stressor induced CPP.

網際網路的興起帶動銀行業電子商務的發展；然而，在開放式的網路環境下，個人的財務、交易等具有隱私的資訊，可能因金融機構本身資訊安全防護技術未落實、資料處理流程權限控管不當、或相關稽核機制不健全等因素，造成銀行個人資料外洩，而影響個人財務及公司商譽的損失。現今在銀行業電子商務的網站上，雖然有使用隱私權政策聲明的方式來表示履行客戶資料隱私保護的責任，但是此形式宣告的方式大於實質保護的意義，沒有任何作用。客戶資料的隱私資訊，亦應受到法律的保護；在我國主要的法律有電腦處理個人資料保護法、內部控制法及金控共同行銷規範等。本研究旨在針對銀行業電子商務交易流程中提出企業內部客戶隱私資料保護的架構模型，將客戶隱私資訊做分類，並遵循相關法律條文規範，以訂立具有語意的隱私權政策來落實企業內部客戶隱私資料的保護。我期望本研究的成果能貢獻未來金融業於客戶隱私資料保護的參考依循。 / The rising of Internet drives the development of e-commerce in banking industry. However, in the opening environment of Internet, the personal and confidential data which includes finance and transaction may be exposed because its poor secure protection technology or improper permission control for the procedure of data processing, or defective auditing mechanism in financial institutes. Therefore, it could influence the loss of personal finance and goodwill of companies. Although the e-commence website of banking industry protect customers’ data through the stated of right to privacy, the announced meaning is far more than the real protection. The customers’ private data should be protected by law, such as Computer Processing Personal Data Protection Act and Rules Concerning Cross-Selling by Financial Holding Company Subsidiaries in Taiwan.The purpose of the thesis offers the enterprise internal privacy construction model which classifies customers’ private data, follows the related law regulation, and establishes semantic privacy policies in order to achieve the protection of enterprise internal customers’ data for the transaction flow of e-commence in banking industry. I expect the research can contribute some references to follow in customers’ data protection for financial institutions in the future.

近年手機遊戲產業發展迅速，不論是在全球或是台灣皆呈現高潛力的發展趨勢，手機遊戲有望在不久的將來成為遊戲界營收佔比最高的類別。相應著這樣的潮流，對手機遊戲的相關研究也跟著大量出現，研究題材如遊戲內容品質、平台營造以及營利模式等等，均為手機遊戲的開發有諸多貢獻。但是，儘管手機遊戲的研究正在興起，其走向仍以遊戲本質為主，鮮少有針對手遊玩家使用心態的研究，更遑論探討其與消費行為之間的關聯。 為了解決這樣的理論空缺，本研究欲以玩家的遊玩動機與遊戲特質偏好，結合科技接受模式中的知覺娛樂性，探討其對手機遊戲消費行為之間的關係。本研究將遊玩動機區分成「成就型動機」、「社交型動機」以及「沉浸型動機」；遊戲特質偏好則以「奇幻性偏好」、「合理性偏好」、「神祕性偏好」和「控制性偏好」四大構面分析。至於玩家的消費行為，本研究將其分為「付費意願」、「付費金額」和「上癮度」。 本研究以發放網路問卷的方式進行，總共獲得有效問卷共1043份。經過統計迴歸分析後發現，三種遊玩動機均對付費意願有顯著正向影響，而遊戲特質偏好雖然同樣對付費意願與顯著關係，但在付費金額方面則呈現不相關，唯有「奇幻性偏好」高的玩家有高消費的傾向。「奇幻性偏好」、「合理性偏好」以及「神秘性偏好」都對遊戲的上癮度有顯著影響。其他顯著影響的因素將待於研究中一一解釋。 / The mobile game industry has been developing rapidly in recent years. Its high growing potential can be observed both in global and Taiwan markets. Some marketing studies even claim that mobile games would become the most profitable genre among the gaming market in the near future. The amount of research related to mobile games marketing increases in a fast pace, only reflecting this booming trend However, most of the studies by far merely focus on the content of games. Little academic research has been conducted on the players’ attitude toward games. Therefore, this study aims to bridge the gap between mobile gamers’ psychological status and their purchasing behaviors, offering a possible explanation for the reasons behind their purchases. This study used players’ motivation and preference on game characteristics as the independent variables, in which players’ motivation was classified into “achievement,” “social,” and “immersion,” while preference on game characteristics was divided into four categories: “fantasy,” “rationality,” “mystery,” and “control.” As for gamers’ behavior, it was analyzed in terms of three dimensions: “purchasing intention,” “spending,” and “addiction.” After the regression analysis, the results show that all of the above-mentioned motivation constructs exhibit significant association with purchasing intention. Players with high preference on fantasy theme have greater tendency to spend more on mobile games. Furthermore, preferences on fantasy, rationality, and mystery, have positive relationships with game addiction.

近年來政府機關為提升行政效能與國家競爭力，積極運用「職務輪調制度」及「組織改造」以精簡組織人力，迫使人員改變既有熟識環境及伙伴關係，致提高其離職意願；然個人日常生活、工作態度與工作動機等行為表現均受到個人特質所影響，且面對風險之決策行為亦與個人心理預期有絕對關係；故個人風險傾向、官僚人格特質與公共服務動機差異會影響個人在工作上行為，也會影響個人職業選擇及生涯規劃。 本研究係以民國100年新北市政府民政局委託中國地方自治學會辦理新北市行政區劃調整規劃案為個案，而以依變項接受改變意願為主軸，分別對影響行為意願之「個人因素」及「組織因素」等自變項進行探討，以了解行政區劃調整是否因個人風險傾向、官僚人格特質、公共服務動機及預期職務調整效益等變項考量，影響接受職務調整之意願，進而轉換其職業行為模式。 本研究係以新北市各區公所主管人員為研究對象，對所有對象發放問卷，共發出268份問卷；採用敘述性統計進行個人基本統計變項分析，及運用卡方檢定、t檢定、變異數分析、相關性分析及迴歸分析等推論性統計進行差異性與關聯性分析，進而提出下列研究發現：一、區公所主管人員個人風險偏好以風險趨避者居多，且其接受職務調整意願影響之程度受到行政區域調整規劃案干擾；二、具保守者官僚人格特質之區公所主管人員較不接受職務調整意願，兩者具負向因果關係；三、區公所主管人員公共服務動機有逐漸削弱趨勢，致與職務調整接受意願無顯著因果關係；四、區公所主管人員對職務調整之預期效益會影響接受職務調整意願，兩者具正向因果關係；五、區公所主管人員接受職務調整意願頗高，且偏愛以各區公所間輪調安排模式。最後，提出建議予政府當局施政之參考，期使執行行政區劃機關提升政策實行效益。

第一章為導論，包括研究動機與研究目的、研究範圍、研究分析架構、研究限制及本 文結構。 第二章共分三節，為文獻探討部份，分別介紹尺度法與多屬性決策、非計量多元尺度 法、及聯合分析法。 第三章分五節，說明本研究的研究設計，從受測體之建立、問卷設計，以至於分析模 式及步驟均有詳細的說明。 第四章研究果汁產品在飲料市場中的地位，細分為三節，首先說明在產品空間中果汁 與其他種飲料之相關位置，其次分析各類飲料產品具有各產品屬性的情況，最後分析 不同背景下的消費者在各類飲料上的差異程度。 第五章分兩節，分析果汁產品中，各屬性因素之各個水淮對產生偏好之貢獻有多大？ 對各屬性因素間之互動效果亦有所探討。 第六章細分為三節，用聯合分析法對果汁市場加以區隔，從找出較適當的個人背景區 隔變數開始，到更進一步衡量出各背景因素對某一特定產品偏好的影響程度。 第七章為結論與建議。

自從歐盟成立後，歐洲市場對於台灣經濟的重要性與日俱增，目前為台灣主要貿易國家 (地區) 中出口成長率最高的地區，而德國又為台灣在歐洲進出口貿易額中最高的國家，然而國內學術界對於德國乃至於歐洲地區的消費者研究卻屈指可數，大多著重於中國大陸、美國與日本的研究，造成此現象的原因除了是過去歐洲市場在台灣的經濟地位不比中、美、日之外，也與台灣留學國外少以歐洲為主有關，造成與消費者相關的初次級資料取得不易、研究成本過高等因素，但隨著國內研究生赴歐洲交換學生的趨勢漸增，將提供國內學術界與實務界暸解歐洲消費者的機會。 本研究首先從過去的跨文化研究中暸解台灣與德國在各文化構面上的差異，推論受到文化所影響的品牌個性、廣告訴求與消費者價值信念，在台灣與德國消費者的認知中同樣會產生差異；此外，本研究也進一步探討品牌個性、廣告訴求、消費者價值信念與品牌偏好度的關係。本研究以問卷調查的方式蒐集台灣與德國消費者的第一手資料，並根據此初級資料進行分析比較，問卷內容包括品牌個性構面、品牌偏好度、廣告訴求、消費價值信念以及基本資料等五個部份，品牌則選定「Mercedes-Benz賓士汽車」與「Acer宏碁電腦」等兩個在台、德具有知名度的品牌。為了能夠順利進行調查，本研究分別以中文及德文版問卷在台灣與德國進行研究，採隨機發放的方式，總共蒐集了495份有效問卷，其中台灣問卷有247份，德國問卷有248份。 研究結果顯示，台灣與德國消費者對於同一個品牌的品牌個性、廣告訴求具有顯著差異，均對本國品牌較有正面的觀感，而台、德消費者價值信念也因為文化的不同而在「名牌情結」、「他人導向」、「情面影響」、「享樂主義」、「簡約習性」及「保障需求」上具有顯著差異。本研究的實證結果還發現，品牌個性會與消費者的品牌偏好度有關，而品牌偏好度受到廣告訴求與消費者價值信念的影響程度就相對較小。 廠商可依據本研究結果針對台灣消費者的「他人導向」、「簡約習性」、「保障需求」與「價格敏感」等信念，以及德國消費者的「享樂主義」、「價格敏感」與「簡約習性」等信念設計行銷活動，也可以藉由塑造品牌個性來增加消費者的品牌偏好度，對於學術而言，本研究不僅增加國內學術界對於歐洲市場的瞭解，更得到品牌個性、廣告訴求與消費者價值信念皆能影響品牌偏好度的結果，其中品牌個性又能明顯影響品牌偏好度，本研究成果可供後續相關研究作為深入探討的基礎。 / Since the establishment of the EU, the importance of the European market to Taiwan has been steadily increasing. Among Taiwan’s major trading countries (areas), the European market has the highest export growth rate, with the highest volume of trade happening between Germany and Taiwan. Despite this fact, researches about German or European consumers are still rare in the domestic academia, where the focus is mostly on China, USA, and Japan. There are some reasons causing this. First, Europe’s economic status of was lower than the previously mentioned countries. Also, there were fewer scholars from Europe, which may lead to higher research costs and difficulty in collecting data among others. Nevertheless, with the increasing number of exchange students going to Europe, this would offer domestic academia and businesses an opportunity to better understand European consumers. This research starts with an examination of previous culture-related literatures to discover the differences in all cultural dimensions between Taiwan and Germany. From this, the research infers that there would also be differences in brand personality, advertising appeals, and consumer value-beliefs. Moreover, the research discussed the relationship between brand preferences and brand personality/advertising appeals/consumer value-beliefs. Two well-known brands were selected, Mercedes-Benz and Acer, and questionnaires for each brand were developed and distributed randomly in Taiwan and Germany. Four hundred ninety five valid questionnaires were collected, among which 247 were collected in Taiwan and 248 were in Germany. The results revealed that there were significant differences in one brand’s brand personality and advertising appeals. Furthermore, consumers had more positive attitudes toward their home country’s brand. The research also found that consumer value beliefs affected by the culture were different between Taiwan and Germany in “Brand Favor,” “Conformance Orientation,” “Face Influence,” “Hedonic,” “Frugality Intention,” and “Security Needs.” In addition, it was proved that brand personality was significantly related to consumers’ brand preferences. However, advertising appeals and consumer value-belief had relatively lower influence on the brand preferences. Businesses could utilize the results of this study to devise marketing initiatives depending on consumer value-beliefs, such as Taiwan’s “Conformity-orientation,” “Frugality intention,” “Security Needs,” and “Price Sensitivity” and Germany’s “Hedonic,” “Price Sensitivity,” and “Frugality Intention.” Moreover, businesses could also build favorable brand personality to influence brand preferences. As for the academia, this research not only broadens the understanding of the European market, it also finds the relationship influence between brand personality, advertising appeals, consumer value-beliefs, and brand preferences, especially that in which brand personality significantly influences brand preference, which could be the base of further investigation.