都會區之主要幹道除為串連交通行為的空間外，更為眾多活動發生之場域，然在以機動車輛為主之道路空間規劃下，許多都市問題與亂象發生，由此1990年代提倡都市規劃應以「人」為本的新都市主義(New Urbanism)思潮出現，針對都市空間景觀倡導運用都市設計、永續運輸等策略，創造適宜人居之都市環境。而台北市為台灣首善之都，雖自民國80年起進行一連串都市空間檢討，然仍忽略主要幹道空間，而台北都會區大眾捷運網絡基本雛形已於民國89年底完成，路網設計多沿主要幹道興建，營運至今，民眾對公共運具之使用率確有增加並降低部分汽車使用量。由此，若能重新檢討並調整道路空間比例，基於人車共存之概念，綠美化主要幹道景觀，營造正面感受之環境意象，可提升市民對所居都市之認同感，亦可符合民眾日益昇高之生活環境品質要求，創造優質都市環境。 / 有鑑於此，本研究以台北都會區主要幹道為研究空間，忠孝東路、羅斯福路部份路段為實驗場域，進行幹道空間之檢討與空間改造計畫之評估，將「以人為主」之都市規劃理念導入交通規劃中，整合都市永續發展、都市設計及運輸相關理論，歸納出都會區主要幹道空間之規劃手法應包涵TOD之都市發展型態、塑造適宜之人行空間、調整幹道道路空間、結合都市設計之規範及永續運輸之交通規劃方式等五大項目。基此，考量人行、車行、幹道景觀、社會公平與幹道空間多樣化使用，在達成永續運輸之目標下，從「交通順暢性」、「步行親和性」、「景觀寧適性」、「場域複合性」等四大層面，建立適合研究範圍之「都會區主要景觀幹道最佳設計」評估架構。本研究應用模糊多準則評估方法，先透過專家德爾菲(Delphi)法確定評估架構後求取評估架構之權重值，並依所建立之評估架構計算忠孝東路與羅斯福路各幹道空間改造方案之績效值，以相對客觀的方式整合不同領域專家之價值判斷，應用模糊層級分析(Fuzzy AHP)法遴選研究範圍最適之幹道空間改造計畫，進行研究範圍最佳幹道空間改造方案之排序。 / 本研究評估結果發現最後遴選出之最適空間改造方案內容，均為調整道路路型、配置最大化人行空間之方案，將過去以汽車為主的幹道空間轉為對行人友善之場域，並強調綠化幹道景觀與多樣化使用。同時，由不同群體對各評估面向權重值之差異可發現學生群體著重幹道所提供之交通功能，學者及政府都市計劃單位著重幹道之人行空間，政府交通單位則並重幹道之車行與人行空間。此外，本研究亦根據評估結果研提相關改造計畫執行配套措施之建議，期所採行之幹道空間改造計畫評估方式，可供政府有關單位進行幹道空間檢討與改造評估時，一個相對客觀的決策進行過程與執行參考。 / The major arterials of a metropolis are places where not only connect traffic but lots of activities occurred. However, many urban problems came up under the roadway planning that according to mobile vehicles and resulted in an ideological trend named “New Urbanism” in 1990s. That promote urban planning should according to human beings and use strategies as urban design and sustainable transport for landscape to create a urban environment that is livable-in. / Taipei city is the biggest city of Taiwan at which we have reflected on urban space but have ignored review the major arterials since 1991. Then, the embryo network of mass rapid transit system of Taipei metropolitan area which was designed along major arterials has established in 2000. Since that, the using rate of public transportation has been increasing and decreasing part of quantity of private transportation. We can base on the construct “people-cars coexist”, therefore, review and regulate road -way scale to green the major arterials’ landscape, to shape a positive environmental image. It could promote townspeople’s identification of the city where they live in and conform to the increasing request for the quality of medium in the result of a high quality urban circumstance. / Base the above, this research chose Zong-Xiao east road and Roosevelt road of Taipei metropolis as the survey area to review the roadway landscape and evaluate spatial transforming schemes. We blended the new urbanism into transport planning and integrated with theories of sustainable development, urban design and transportation to generalize the medium of the major arterials area planning should contain five contents: TOD, mold a pedestrian-friendly area, adjust the allotment ratio of arterial, combine methods of urban design and sustainable transportation. Therefore, we took pedestrian, vehicles, arterial’s landscape, arterial space using diversification into account and under the goal, which achieve sustainable transportation established evaluative framework with four objectives: ” traffic smooth”, pedestrian-friendly” , “elegant and comfortable landscape”, and ”space complexity”. By utilizing fuzzy-MCDM approach, first, depended on fuzzy-Delphi method to ascertain that evaluative framework then counted the weights of criteria. According to the evaluative framework established by this research calculated the results of spatial transforming schemes of Zong-Xiao East road and Roosevelt road. Then adopting fuzzy-AHP method to integrate experts’ judgements of different domains, all proposed spatial schemes are reviewed and best arterial landscape transforming scheme were generated. / Evaluation result found that the best scheme with maximum pedestrian space shows the concepts of transforming the arterial area to be a pedestrian-friendly space and emphasizing green landscape, mixed land use. Furthermore, divergent preference of different groups were analyzed and found that students concentrate the transportation capability of arterial, experts and government planning departments focus on the pedestrian space of arterial, government’s transportation departments emphasize both on the car-lanes and pedestrian space. Research result construct a objective framework and review process for evaluating major arterial and also generate a best transforming scheme of those two roads, can be as a reference basis for urban re-design work of city government.

隨著經濟成長，高度競爭的生活環境造成人們睡眠品質不佳或失眠，多半是深受入睡困難、淺眠和早醒等困擾。因此，對於現代人逐漸願意投資在寢具和床墊產品只求一夜好眠。 床墊是為耐久財，生命週期長且消費者感知風險高，因此大多消費者在購買前會先進行相關資訊蒐集。網路的普及使得商品資訊在網路上公開，使得網路成為消費者購物前蒐集資訊的主要管道。而隨著web2.0的興起，消費者在網路上分享產品資訊的網路口碑有了爆炸性的增加，產生了讓廠商無法忽視的網路口碑效應。透過網路口碑的分析可以了解消費者與市場需求，提供廠商未來修正整體經營策略。 本研究透過網路蒐集網路口碑進行內容分析法，瞭解消費者選購床墊的決策流程以及對國內外高價品牌床墊的評價。從研究結果可以發現，近四成的消費者是為了改善睡眠品質而產生購買床墊的需求。實體通路及網路是消費者主要蒐集資訊的管道。在評估床墊時，消費者重視床墊品質、價格以及軟硬度，他們在意床墊和彈簧的設計以及床墊軟硬度。而有近五成五的消費者是偏好較硬床墊。近九成九的購買管道為品牌床墊專賣店和一般床墊經銷通路居多。約1%的消費者由於網路購物的七天鑑賞期而選擇在網路購物平台購買。近七成五的消費者購買後表示滿意，近二成五的消費者購後仍不滿意床墊與彈簧的設計與材質，以及依舊腰酸背痛等。 消費者對於國內外床墊品牌的正面口碑多於負面口碑，其中消費者對席伊麗品牌形象最佳，負面評論少。而消費者對本土床墊品牌，如：德泰彈簧床、老K牌彈簧床和10 Days的品質也有正面的評價，但對於品牌形象與經營則保持負面的態度，建議未來應針對加強品牌權益的目標，調整行銷策略。 / With economic growth, a highly competitive environment results people in poor quality sleep or insomnia. Most of them suffer from difficulty in falling asleep, light sleep and wake early. Therefore, people are more and more willing to invest in bedding, pillow and matress just for a good quality sleep. Due to the mattresses are durable goods with long product life cycle and perceived risk, consumers usually spend a lot of time to study the mattresses before purchasing. On the other hand, with the universal of the Internet and the growth of web2.0, the blooming e word-of-mouths (eWOM) makes consumer tend to uderstand products in advance by reading comments. That indeed cause a serious effect on eWOM for firms who should not ignore. Through analyzing the eWOM, firms could understand the trend on the demand side then modify their strategies. This study collected eWOM from the Internet and use content analysis to understand consumer purchase decision process as well as the consumers’ insights into upscale mattresses. From the results, we could know that almost 40% of consumers buy a new mattress for improving sleeping quality. They usually collect the necessary information by visiting physical channels and surfing on the Internet. They evaluate the mattresses quality, price, softness and firmness. They care about mattresses and springs’ design and matieral. Almost 55% of consumers prefer to buy a firm mattress. Almost 99% of consumers buy mattresses at the physical channels. Rest of consumers buy mattresses on e-commerce due to the 7-days return warranty. Almost 75% of consumers feel satisfied after purchasing. Rest of them are not satisfied at the mattresses and springs’ design and material and uncomfortableness. Consumers gave more positive comments than negative comments on the selected mattresses brands. Sealy had a reputation on its brand image and quality; King Koil, The-Tai Mattress, Kingbed, Tempur and 10 Days are all well-know for their quality as well, but still had some negative comments on the brand image and price. After the eWOM studies on each selected brand, this study gave suggestions to each brand for its future marketing strategy.

產業發展不僅帶來經濟效益，亦會對環境造成衝擊，是以「永續發展」成為現代產業界的發展方向，而生態產業園區即為實踐永續發展的有效途徑。在永續發展的潮流之下，世界企業永續發展委員會提出一種用來衡量經濟價值及環境影響之間關係的工具--「生態效率」，從此如何評估生態產業園區的生態效率成為近年研究的重點之一。而隨著台灣推行生態產業園區之相關政策已逾十年，產業園區之永續性亦備受關注。 然根據文獻回顧，生態效率應結合其他工具使其更有效地衡量永續性。故本研究分為兩個階段，在第一階段中，本研究建立一個以資源消耗與環境衝擊為投入項，經濟發展為產出項的DEA模型來評估台灣60個產業園區之生態效率。第二階段則為探討產業園區與城鄉環境之關聯提出五個假說，更進一步萃取出重要代表因素與園區生態效率值進行Tobit迴歸分析。 研究結果顯示，僅有15個產業園區相對具有生態效率，大部分的產業園區需要降低用電量投入來提升生態效率。本研究另提供投入項目的調整建議，以供政府未來決策之參考。此外，在第二階段分析中，發現高度城鄉支援的產業園區具有較高的生態效率，是以產業園區及地方政府應共同致力於城鄉環境的永續發展。最後，Tobit迴歸分析結果表示我國產業園區可透過創新計畫、外資引入及能資源整合來提升生態效率。 / The industrial development not only brings economic benefits, but also consumes a lot of resources and produce environmental impacts. It is the reason that the concept of “Sustainable development” has become the main idea that the industry try to observe. And the development of eco-industrial parks(EIPs) is the effective way to achieve the sustainable development. Under the mainstream, the World Business Councils on Sustainable Development (WBCSD) proposed “Eco-efficiency” which is a tool for quantifying the relationship between economic value creation and environmental impacts. Therefore, how to evaluate the Eco-efficiency of EIPs has become one of the most important topic in the research recently. In Taiwan, the policy of the eco-industrial park has implemented for more than 10 years. Likewise, the sustainability of industrial parks is worthy of our concern. However, according to the literature review, it must be coupled with other tools to make eco-efficiency become a useful tool for sustainable development. Therefore, this research divided into two stages. At the first stage, this research constructs the DEA model of output for economical benefit and input for combining resource and environment to evaluate 60 industrial park’s eco-efficiency in Taiwan. At the second stage, in order to realize the relation between the eco-efficiency of industrial park and the environment of town and country, this research raises five hypotheses. Furthermore, this research extracts important representative factors through the Principal Component Analysis(PCA), and the eco-efficiency value of industrial parks for Tobit regression analysis. According to the research results, only 15 industrial parks are efficiency. Most of parks have to reduce electricity in order to improve the eco-efficiency. And this research also provides quantitative suggestions on input items, which could be the information for decision-making in the future. Otherwise, at the second stage, it has been discovered the industrial parks under the high support of town-and-country have better eco-efficiency. Thus, environmental sustainability must be the common goal of industrial parks and local governments. Finally, according to the results from Tobit regression analysis, the result showed that it is possible to improve eco-efficiency by innovative program, foreign capital and energy resource integration.

本研究為探究鄉村型生態社區實踐及推動的關鍵因素，綜合質化研究與量化研究，以「文獻分析」、「個案研究」及「專家問卷」為本研究之研究方法。首先以「文獻分析」透過社區總體營造及生態社區相關文獻的經驗與借鏡，彙整過去學術研究的寶貴經驗，探討推動生態社區的關鍵因素；再以「個案研究」釐清鄉村型生態社區的基礎資源及資源運用於永續功能實踐情況，探究社區轉化為永續經營的重要關鍵，並彙整推動生態社區之關鍵因素；再運用層級分析法之理論，歸納「文獻分析」及「個案研究」之研究成果，設計「專家問卷」，以社區的內部條件及外部支援資源為組成構面，建置推動鄉村型生態社區的關鍵因素指標架構第一階層為「A.政府」、「B.夥伴」、「C.社區團隊」、「D.社區環境」等四個層面，並歸納第二階層有「A1.生態社區人才培訓年齡」等二十個因素指標，並針對業界、政府部門、學界、社區等領域中之專家進行問卷調查，將回收之23份有效問卷利用專家決策分析軟體（Expert Choice 2000）進行統計之分析。 專家問卷調查分析結果得知推動鄉村型生態社區之層面首重「C.社區團隊」，權重為50.1﹪；關鍵因素整層級權重排序前五名為「C1.領導人」(17.5%)、「C2.組織團隊」(11.8%)、「D1.自然環境」(10.6%)、「C3.社區意識」(9.4%) 、「D2.人文環境」(7.7%)，表示專家認為社區領導者擁有積極態度與能力及社區內民眾參與度高以建立組織健全的架構，為最重要之成功因素，若再能凝聚社區意識與聚合社區居民的行動，實為推動生態社區之最主要關鍵，而鄉村中豐富的自然環境或社區內珍貴人文環境為推廣生態社區之重要條件，於生態社區發展之初，社區必須自我檢視以確立社區生態發展之項目。 根據文獻分析、個案研究及關鍵因素權重分析結果，本研究建議在推動鄉村型生態社區時是由社區自發性開始，策略應由下而上形成，社區能自我成長，並考量外部因素，本研究分別提出社區、政府、夥伴等不同角色下之實踐與推動策略建議，供不同角色在推動生態社區時能參考並靈活且彈性的運用。 / Aimed at researching key factors for rural ecological community development, this study integrates qualitative research and quantitative research and uses “Literature Analysis”, “Case Research” and “Expert Surveys” research methods. Firstly, through “literature analysis”, the study analyzes previous records of community development and ecological community to learn from valuable experiences and organize the findings of previous academic researches for the discussion of key factors for ecological community development. Then, through “case research”, the study attempts to understand the implementation status of the use of rural ecological community basic resources in sustainable development, investigate the key factors for sustainable community development and archive the key factors for ecological community development. Next, using the concepts of Analytic Hierarchy Process, the research results of the “literature analysis” and “case research” are inducted in the design of “Expert Survey”. Using the internal factors and external support resources of the community to form the hierarchy, the key factor indicator framework for rural ecological community development is established with the first level comprising of four factors, “A. Government”, “B. Partner”, “C. Community Team”, and “D. Community Environment” while the second layer inducted over 20 factor indicators such as “A1. Ecological Community Talent Development Age”. Targeted at experts from industries, government departments and academic institutions and communities, 23 sets of effective surveys were collected and statistically analyzed using expert decision analysis software, Expert Choice 2000. From the survey analysis findings, “C. Community Team” has the greatest weight of 50.1%. The top 5 factors in the key factor hierarchy weight are “C1. Leader (17.5%)”, “C2. Organization Team (11.8%)”, “D1. Natural Environment (10.6%)”, “C3. Community Awareness (9.4%)”, and “D2. Cultural Environment (7.7%)”. This finding shows that experts believe that the most important successful factors should be a community leader with active attitudes and competency, and a community with high public participation levels in building an organized structure. If community awareness can be raised and actions of the community coordinated, these will become the main factors in developing ecological communities. As critical factors of ecological community development, the community should perform self-reviews on the rich natural environment or valuable cultural environment of the rural community during the beginning to establish objectives for the ecological development. According to the results from literature analysis, case studies and key factor weight analysis, this study proposes that in the development of rural ecological community, the development should be spontaneous, strategies should be formed from the bottom-up approach, allow for the growth of the community and take external factors into consideration. This study also proposes implementation and promote strategies and suggestions for the different roles such as community, government and partners, providing reference for the different roles in the development of the ecological community and allow flexible application of the information.

新聞報導在現今社會中為最便利與即時的資訊來源，也是公司與管理階層用來發布年度表現與其他重要消息的管道。本研究想要去找出新聞報導的內容與股票市場的反應之間的關連性，以及財務報表附註提供比新聞報導更多的其他資訊。 本研究以2013年度臺灣90家上市公司為樣本去探討股票市場與新聞報導及財報附註之間的關係。藉由內容分析法的方式去評估新聞報導與財報附註中的正向、負向情緒以及兩者之間的資訊差異以及兩者對股票市場的影響。藉由兩種不同的資訊來源，找出股票市場對於此兩者是否有不同的反應，並從中判斷兩種資訊內容的差異。 本研究發現新聞報導中的正向情緒與股票市場有正向的關連性，然而無法顯著證明在市場反應方面，財報附註能提供比新聞報導更豐富的資訊。 / Financial news articles are the most convenient and timely information in today’s world. Companies and managers can announce current year performance and other concurrent disclosures to investors and stakeholders by financial news articles. This study hopes to find the relationships between financial news articles and the stock market and the information content gap between financial news articles and footnotes to financial statements. This study uses 90 listed companies in TSE of 2013 to test stock market responses to the information content in the financial news articles and footnotes to financial statements. This study implements content-analysis technique, which count words for characterizing as optimistic and negative tone and helps to decide the abundancy of information content elaborated, to find the information content to stock market reactions and compare the information content gap between financial news articles and footnotes to financial statements. This study finds that optimistic sentiment expressed in financial news articles positively relates to the stock price movement. However, this study is unable to reach a conclusion that information disclosed in the footnotes to financial statements is significantly enough to represent the existence of information content gap as compared to financial news articles.

自2008年以來，兩岸實質交流與政府政策的開放下，金融產業在多年的紅海競爭下，出現新契機。尤以2010年兩岸經濟合作架構協議（ECFA）的簽署，將金融服務業列為早收清單，使臺灣銀行業者能縮短等待期提早進入中國大陸市場開展業務。 本文以臺灣31家本國銀行（不含專業銀行及外資銀行）為研究對象，自2007至2013年為研究期間，以中介法選擇「利息支出」、「營業費用」、「存款」等3項投入變數；「利息收入」、「非利息收入」、「放款及貼現」、「投資」等4項產出變數。運用資料包絡分析法（DEA）及Tobit迴歸模型，由全體銀行、金控子銀行與非金控銀行的角度，探討兩岸簽訂ECFA對其經營績效的影響。 實證結果發現：1.銀行經營績效深受外在金融環境及規模大小影響。2.全體樣本銀行於簽訂ECFA後之平均效率不如簽訂ECFA前，惟部分銀行效率值提高。3.簽訂ECFA前非金控銀行純技術效率優於金控子銀行；簽訂ECFA後金控子銀行整體效率、純技術效率及規模效率皆優於非金控銀行。4.簽訂ECFA前後公股銀行之整體效率、純技術效率及規模效率皆優於民營銀行。 / The financial industries led to a red ocean market due to high and intensive competition many years ago. However, the relaxation of government policy of substantial cross-strait economic interactions has brought the turning point since 2008. Especially, the Economic Cooperation Framework Agreement (ECFA) between Taiwan and China was signed in 2010 and the financial service industry is covered under the Early Harvest list which can make Taiwanese bank sectors shorten the time and enter the Mainland China market early. This study is to research 31 domestic banks (exclude professional bank and foreign banks) and choose interest expense, operation expense and deposit as the three input variables and interest revenue, non-interest revenue, loan and discount and investment as output variables from 2007 to 2013. With the use of Data Envelopment Analysis (DEA) and Tobit regression mode, it explores the effect of operating performance for the banks, the financial holding banks and the Independent Banks under the ECFA. Finding: After the signing of the ECFA，the sample banks' efficiency is not as good as before the signing, but some banks to improve the efficiency. Before the signing ECFA, the pure technical efficiency of non-bank financial holding is superior than financial holding banks ; however, efficiency of financial holding banks ,including technical efficiency pure technical efficiency scale efficiency,is superior than non-financial holding banks. Overall, the performance of public financial holding banks is superior than the private banks. However, the performance of banks is impact by financial environment and the size.

本研究試圖從青少年的視角，透過詮釋現象學方法論觀點來認識三位青少年夜晚家外的活動經驗、活動歷程的轉變、對活動經驗所賦予的意義，以及在夜晚家外活動中，所覺察到的自身角色定位與自我的意義。藉由深度訪談的方式蒐集分析文本，資料分析方法上則使用主題分析法呈現三位青少年夜晚家外活動與自我形塑的歷程。 三位青少年夜晚家外自我形塑的歷程故事，呈現了「青少年」不是只有單一的樣貌。隨著每一位青少年不同的個人特質與喜好，再加上生活情境脈絡的差異，在與不同的人事物互動當中，形塑了每一個人不同的經歷與角色形象，展現了不同的「自我」。「自我」的意義存在於每一個人的行動當中，是個人與環境互動過程而產生的，因此青少年夜晚的家外行動，一部份展現其生活環境的區域特性，另一方面，也展現了個人的主體性，在看似相同的活動當中，卻有一些不同的行動，以及行動背後所隱藏著不同的意義脈絡。所以如同我和三位青少年，四個人，就有四種夜晚的故事，而一千零一個青少年，就會有一千零一夜的故事。 最後根據本研究之結果，研究者於文末針對家庭、學校、青少年相關政策、青少年外展工作提出了相關建議與省思。 / Using hermeneutic phenomenology, this study examined evening activities of three adolescents in the community. I conducted in-depth interviews, asking the participants to describe their evening activities, the meaning of these activities, and the role of self in these activities. I analyzed the transcripts using thematic analysis and presented their course of self-development involving in these varying evening activities in the community. The evening stories of these three participants showed that three were no stereotypical images of youth. Every youths had their own personal traits and preferences. And, their individual life situations and people interaction shaped who they have become and how they see themselves. Therefore, the meaning of self exists in every human action with other individuals and in the environment. So, the types of evening activities youths participated in showed the characteristics of the environment they lived in and showed their individual unique characteristics. Even though there were some activities seemingly identical, there were hidden meanings behind them. These study showed that ever youth has their own unique story. Like me and the participants, we together had four evening stories to tell. So if there were one thousand and one youths, there would be one thousand and one stories to tell. At the end, suggestions and implications were discussed about family, school, and youth-related policies and youth outreach work.

Abstract The current study is a content analysis of airlines’ printed ads, exploring an intersection of country-of-origin (COO), advertising appeals (rational and emotional), and cultural values (Eastern or Western). The study focuses on airlines advertising to understand the role of COO and its interaction with ad appeals and cultural values. The goal of the study is to explore the ways in which airlines or service businesses (selling intangible products) communicate with consumers about the values and meanings in their advertising, especially since the market for travel services is growing and the airline industry is facing drastic competition. The statistical analysis showed clear consistent patterns in the use of COO and other advertising appeals: the ads that used COO are more likely to use emotional appeals and express more Eastern values. Adding to our understanding about the branding of airlines, the findings are in line with the literature that claimed emphasis on emotional aspects for service advertisements. Implications for practitioners are also discussed. Key words: airlines, country-of-origin, services, advertising appeals, cultural values, content analysis / Abstract The current study is a content analysis of airlines’ printed ads, exploring an intersection of country-of-origin (COO), advertising appeals (rational and emotional), and cultural values (Eastern or Western). The study focuses on airlines advertising to understand the role of COO and its interaction with ad appeals and cultural values. The goal of the study is to explore the ways in which airlines or service businesses (selling intangible products) communicate with consumers about the values and meanings in their advertising, especially since the market for travel services is growing and the airline industry is facing drastic competition. The statistical analysis showed clear consistent patterns in the use of COO and other advertising appeals: the ads that used COO are more likely to use emotional appeals and express more Eastern values. Adding to our understanding about the branding of airlines, the findings are in line with the literature that claimed emphasis on emotional aspects for service advertisements. Implications for practitioners are also discussed. Key words: airlines, country-of-origin, services, advertising appeals, cultural values, content analysis

由於跨組織關係的出現，企業為增加全球競爭力，供應鏈管理已成為非常重要的議題。其所重視的不僅是功能性的連結，亦著重於內部的流通，因此非常注重供應鏈成員間的資訊分享，用以創造長期永久的利潤。而為達到此目的，企業與企業彼此會互相逹成共識，進而相互結盟成為夥伴關係，這樣的夥伴關係是建立於相互信任、共擔風險與利益共享上，因此可藉由夥伴關係的建立，達到相互的信任進而願意資訊分享，如此不但可取得競爭優勢，並可創造出比企業個體更大的事業績效（Lambert et al., 1996）。 由上述得知，供應鏈組織中夥伴關係的建立常會牽涉到信任的形成，並用此來考量是否願意分享資訊。所以本研究針對資訊分享的議題，探討合作夥伴的信任程度對資訊分享的意願兩者是否有影響，藉由此協助企業在實施供應鏈管理上能有較適當的依循。即是希望建構一個信任函數，並經由運算設定此函數的門檻值進而探討資訊分享意願，若合作夥伴達信任門檻值，則彼此是願意資訊分享的；而針對未達門檻值的合作夥伴，可藉由信任函數中最具效益的構面指標，進行最有效的績效改善，提升供應夥伴的品質、服務、交貨速度及成本等等，用以達到信任門檻值，增加合作夥伴間資訊分享的意願。 因此本研究主要目的為建構一信任函數模型，使合作夥伴達到信任門檻，增加資訊分享意願，最終希望能提升整體供應鏈的績效表現。 / Because of Inter-organizational Relationships’ appearance, enterprises are in order to increase the global competitiveness, supplying chain management has already become very important topic. That pays attention to not only functional linking of ones, also focus on internal circulation. Therefore it pays much attention to supplying the information sharing among a member of the chain. And for achieve this purpose, among enterprises reach an agreement to form an alliance and become the partnership. Such a partnership is founded on trust in each other, taking risks together and benefits-sharing. So they can reach mutual trust then would like to carry on information sharing by setting up the partnership. That not only can make the competition advantage, but also can create the performance greater than the individual enterprise （Lambert et al., 1996）. Consequently setting up the partnership regular involves in forming trust in supply chain. So we can use this viewpoint to consider would like to share information or not. Hence the research focuses on information sharing to probe into the relation between the degree of trust in the partnership and the willingness of information sharing.That is that builds and constructs a trust function, and sets up the threshold value via operation and then discusses the willingness of information sharing. If the cooperative partner reaches the value of threshold will willing to share information between each other. And aimed at cooperative partners who can’t reach the value of threshold, they can precede the most effective performance by using the beneficial dimension. Then improve their quality, service, delivery pace and cost, etc., in order to reach the will of information sharing.

隨者社會網絡網站在全球流行的同時，其相關的學術研究也如雨後春筍般地冒出頭來，主要可分為隱私權議題、線上與下線的聯繫、友情聯繫與印象管理、網絡與網絡結構這四大塊領域。目前的文獻缺乏以質性研究深入了解網友偏好哪些社會網絡網站的功能、這些功能帶給網友哪些利益，以及是哪一些價值觀驅使網友追求這些利益。因此本研究以「方法目的鏈理論」為基礎，透過「階梯訪談法」，深入訪談社會網絡網站的使用者，了解其對於社會網絡網站認知的「價值階層圖」（HVM），並將使用者分為大學生和上班族兩群，分析其價值階層圖之異同，並提供社會網絡網站業者對於網站功能改善的建議。 本研究之訪談結果，經內容分析法分析後，繪製成價值階層圖，大學生HVM的要素的連結路徑包括「小遊戲-調整心情」、「微網誌-調整心情」、「微網誌-獲得關懷」、「微網誌-關懷他人」、「完整的網誌-關懷他人」、「完整的網誌-保存回憶」、「影音存取-保存回憶」、「調整心情-樂趣與享受」、「獲得關懷-歸屬感」、「關懷他人-與他人的溫暖關係」、「影音存取-與他人的溫暖關係」；上班族HVM的要素的連結路徑包括「完整的網誌-保存回憶」、「完整的網誌-關懷他人」、「完整的網誌-獲得關懷」、「微網誌-關懷他人」、「微網誌-獲得關懷」、「微網誌-廣告宣傳」、「影音存取-關懷他人」、「影音存取-獲得關懷」、「影音存取-增加話題」、「相片標籤-禮貌」、「關懷他人-與他人的溫暖關係」、「獲得關懷-歸屬感」、「完整的網誌-樂趣與享受」。 本研究為社會網絡網站業者提出的功能改善的建議為：一、提供使用者偏好的網站屬性，二、提高使用者互動的質量，三、提供更簡易操作的隱私分級制度，四、提高娛樂價值，五、不同的社會網絡網站業者應發展自己的特色。 / As the social network sites（SNSs） have became widespread, the relevant research has also increased. These resaerches have focused on privacy issues, online/offline connections, impression management and friendship performance, and networks and network structure. To date, there lacks research that using qualitative methods to analyze which SNSs attributes users prefer, which benefits the attributes bring, and which values motivate users to gain the benefits. This thesis adopts the “Means-End Chain Model（MEC）” as the research methodology, and the researcher interviews survey candidates by laddering method. The goal of the interview is to obtain the hierarchical value maps（HVM） perceived by the survey respondents. The survey respondents are divided into two groups: college students and full-time workers, and their HVMs are compared. In the end, there are suggestions for improving the functions of SNSs. The interview data are analyzed by content analysis method, and then drawn as HVM. The connections between elements in HVM of college students include “Flash game connects to Mood-adjusting”, “Micro blog connects to Mood-adjusting”, “Micro blog connects to Concern-gaining”, “Micro blog connects to Concern-offering”, “Blog connects to Concern-offering”, “Blog connects to Memory-remaining”, “Visual and auditive elements access connects to Memory-remaining”, “Mood-adjusting connects to Fun and enjoyment”, “Concern-gaining connects to Sense of belonging”, “Concerning-offering connects to Warm relationships with others”, and “Visual and auditive elements access connects to Warm relationships with others”. The connections between elements in HVM of full-time workers include “Blog connects to Memory-remaining”, “Blog connects to Concern-offering”, “Blog connects to Concern-gaining”, “Micro blog connects to Concern-offering”, “Micro blog connects to Concern-gaining”, “Micro blog connects to Advertisement”, “Visual and auditive elements access connects to Concern-offering”, “Visual and auditive elements access connects to Concern-gaining”, “Visual and auditive elements access connects to Increasing the topic of conversation”, “Photo tag connects to Manners”, “Concern-offering connects to Warm relationships with others”, “Concern-gaining connects to Sense of belonging”, and “Blog connects to Fun and enjoyment”. The suggestions for improving the functions of SNSs are: 1. Provide the website attributes users prefer; 2. Improve the quality of interaction among users; 3. Provide the simple privacy classification interface; 4. Increase the entertainment value; 5. Different SNSs should develop different characteristics.