在本研究中，研究者選擇讓個體在有限的時間中，處理兩件工作。其中一 件工作是個人工作；另外一件工作，是團體工作。研究的主要目的有二： 第一，膫解個體在資源有限情況下，對於團體工作及個人工作的努力分配 。第二，是想探討「團體人際親疏度」與「團體目標設定方式」二變項， 是否會影響個體在上述情況下的努力分配。本研究的受試為１２６名政大 女學生，三人一組。其中互相熟識（親密組）與互不相識（疏遠組）各佔 一半。在受試來到實驗室之後，研究者將兩組受試隨機分派到無團體目標 組、參與式團體目標設定組或指派式團體目標設定組中。研究採用２ｘ３ （人際親疏：親密、疏遠；目標設定：無目標、參與式、指派式）的二因 子實驗設計，分別計量受試在「五分鐘工作時間」及「各時段」的團體、 個人工作表現各佔所有工作表現的百分比，並以問卷測量受試對於實驗處 理的一些主觀知覺。研究的結果發現：（一）整體受試者對個人工作努力 比率要比團體工作來的高。（二）親密組受試在團體工作的努力比率要比 疏遠組高。（三）參與式團體目標設定組與指派式團體目標組受試者在團 體工作上的努力比率要比無目標組來的高。（四）參與式團體目標設定組 與指派式團體目標設定組受試者在團體工作的努力比率上並無差異。（五 ）團體目標設定與團體人際親疏之間並無交互作用。（六）各組受試者在 實驗過程中整體的反應趨勢及各時段的工作反應，會隨著進行的各階段有 所差異。最後本研究跟據實驗所得結果，討論研究結果的意義及啟示。 In this study, experimenter informed subjects to per- form two tasks at the same time; one was individual task, the other was group task. The purposes of this study were to (1) investigate how subjects distributed their limited effort between group tasks and indivi- dual tasks, and (2) investigate the effects of inter- personal relationship (familiar vs. unfamiliar) and goal setting condition (no group goal vs.assigned group goal vs. participated group goal) on effort distribu- tion between individual tasks and group tasks. It was found that (1) subjects distrubuted more efforts to in- dividual tasks than group tasks , and (2) familiar group subjects distributed more effort to group tasks than unfamiliar group subjects, and (3)assigned group goal and participated group goal subjects distributed more efforts to group tasks than no group goal subjects . The implication of these findings for goal setting theory and interpersonal theory was discussed.

本研究旨在透過角色扮演融入英語繪本教學在台灣國小二年級英語課室的運用，探討其對於英語學習動機和態度及英文朗讀能力之影響，並了解國小低年級學童對於角色扮演融入英語繪本教學之回應。本研究之台北市某國小的二年級一個班級學生共22人為研究對象，研究面向在英語學習動機方面著重於了解年幼英語初學者生的學習動機在內在學習動機方面及社會因素方面影響的改變。在英文朗讀能力方面著重角色扮演融入英語繪本教學對於朗讀流暢性、朗讀清淅度及字彙認讀之影響。資料蒐集包括前後評量、前後問卷調查及學生訪談。資料分析顯示學生英文朗讀在朗讀流暢性、朗讀清淅度及字彙認讀的進步情形。資料分析且顯示學生英語學習動機在社會因素方面的轉變。本研究結果顯示：一、角色扮演融入英語繪本教學有助於提升國小低年級英語初學者在社會因素方面的英語學習動機，學生更喜歡和老師一起讀英文繪本，也更喜歡和同學一起完成英文閱讀課裡的角色扮演活動。二、角色扮演融入英語繪本教學對於國小低年級英語初學者英語朗讀在朗讀流暢性、朗讀清淅度及字彙認讀方面有正面的影響且低成就學生之進步較明顯。三、國小低年級英語初學者對於角色扮演融入英語繪本教學運用在英語課堂學習的評價是正面的。最後，研究者歸納出研究結果並對未來進一步的研究提出參考建議。 / The purpose of this three-set/eight-class action research was to explore the effects of integrating Role Play into English picture books on second graders’ motivation and attitudes and oral reading ability in a second grade EFL classroom. Three research questions are as follows: 1. Does integrating Role Play into picture books improve second graders’ motivation/attitudes toward learning English? 2. Does integrating Role Play into picture books improve second graders’ English reading ability? 3. What are the participants’ perceptions of the integrating Role Play into picture books? Twenty-two students were involved to participate in this study. Three kinds of instruments were used, composed of the MLE (Motivation for Learning English) questionnaire, oral reading ability test (ORAT) and interviews. Before giving instruction of integrating Role Play into picture books, the pre-MLE questionnaire and pre-ORAT were administrated to measure students’ previous motivation and oral reading ability. The teaching and interviews were recorded to the purpose of classroom observation, modifying the experiment and collecting the data to accompany the results from the MLE and ORAT. After integrating Role Play into picture books, the post- MLE questionnaire and post-ORAT were used to compare and explain how students’ motivation/attitudes changed and their oral reading ability improved. Furthermore, interviews were conducted to understand students’ perspective toward integrating Role Play into picture books. Based on the findings, integrating Role Play into picture books has created an interesting environment for young EFL learners to use the language. That is, young learners as second graders need peer group’s accompany and proper pressure from performance to create a safe and positive learning environment in language classroom. The major results are summarized as follows: 1. The comparison of results of oral reading ability showed that more than half of the participants have made an improvement in oral reading ability, in terms of fluency, correct reading (“read correctly”), and vocabulary recognition (“vocabulary”), after the instruction. 2. The results of the questionnaires showed an improvement on participants’ motivation of social aspects and a small percentage of improvement on the two constructs of intrinsic motivation, learning curiosity and importance of learning, but not on learning involvement of intrinsic motivation. 3. The instruction of integrating Role Play into picture books had improved participants’ motivation for learning English on social aspects in terms of the participants like to read English picture books with teacher and classmates and like to work with classmates to finish the task of role play in English reading classes. 4. Students have gained attitude change toward English learning from integrating Role Play into picture books. They liked English more, practiced English by listening to CD, and recited more English words than the adult asked, and etc. Besides, the eight students’ oral description showed that five out from them felt the pressure to perform on the stage but no one of them felt pressure in group practice. The results showed the importance of peer group practice to make them feel relaxed without pressure. Finally, it is hoped that this study will provide more insightful ideas for educators and teachers. Regarding young learners, they need more interesting activities and opportunities to use the language. Key words: role play, motivation and attitudes, oral reading ability, elementary English

本研究旨在比較台北市與上海市國中生英語學習動機。本研究為質性研究，藉由兩地國中生以及他們的師長與家長的訪談，以理解兩地國中生的英語學習動機及影響學習動機的因素與結果。研究發現，台北市學生英語學習較趨以興趣為導向， 雖然他們仍須面對升學考試。而上海市學生面對人口競爭，學習壓力大，英語學習動機強烈。 / This study tried to investigate the different motivation in English learning and the elements that influence the student's motivation between the junior high school students in Shanghai and Taipei. This study is conducted through social observation and qualitative research approaches. The scope of this study focuses on the investigation in Taipei and Shanghai. The subjects of this research will be the junior high school students in Taipei and the junior high school students in Shanghai, and the graduated or elder students, and the students' teachers and parents as well. After the research, there are some findings. The overpopulated pressure lead students in China must study harder to enter top prestigious universities. The interviewers in this study revealed that Taiwanese students do not totally study due to external stress and English learning is based on interests. Parents in Taiwan hope their kids not only learn English for good grades but also develop their interests in English learning. In Shanghai, parents urge their children to study all the time. Parents concern the school grades very much. In Taipei, teachers are willing to be students’ friends. Differently, teachers in Shanghai are more authoritative than in Taipei. Teachers emphasize the accuracy on English learning. China’s accession to WTO affects the model of English learning. Globalization accelerates the trend to learn English. These years China runs some world-class convention and exhibition which attract more international business and tourists and encourage Chinese to learn English. In the process in this study, we found the English learning motivation of students in Shanghai is stronger than Taiwan's students.

台灣裕隆汽車於2009年推出「Luxgen納智捷」，一個台灣新創汽車品牌。本研究期望對「Luxgen納智捷」品牌之品牌形象、購買動機、知覺品質及顧客滿意度與忠誠度進行探討，希望能提供業者相關資訊，以供未來營運參考。本研究採用量化及質化之方式進行研究，共收集有效問券352份，訪談5位消費者。 研究結果如下︰ 一、人口屬性之不同對於品牌形象、購買動機、知覺品質、顧客滿意度及顧客忠誠度之各因素構面存在有差異性 二、品牌形象對顧客滿意度、顧客忠誠度存有顯著之關係 三、購買動機對顧客滿意度、顧客忠誠度存有顯著之關係 四、知覺品質對顧客滿意度、顧客忠誠度存有顯著之關係 五、顧客滿意度與顧客忠誠度間存有顯著之相關性 六、消費者對納智捷汽車之品牌形象最主要且印象最為深刻為創新科技的運用及台灣自創品牌。其購買動機主要為符合基本運輸需求及車身大小符合個人使用且性價比較高，選擇「Luxgen納智捷」是比較聰明的消費；在顧客滿意度方面，消費者對於納智捷汽車之科技配備及造型是最為滿意的。而對於納智捷汽車保有一定之忠誠度，願意推薦使用經驗給他人，且認為所購買之納智捷汽車物超所值。 綜合質化及量化之依實證結果與趨勢觀察，本研究提出下列之建議： 一、持續提升產品良率，降低對於創新品牌產品之不信任感。 二、迅速回應消費者之意見。 三、提升體驗消費，並藉由日常生活之互動創造感動消費者的價值。除了強調科技(冰冷的感覺)外，其行銷方式應與生活做連結。

本研究搜集299份線上問卷，以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現，品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關，但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關，並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 / This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship.

在這個新媒體時代，人人都有機會成為公民記者。本研究旨在探討一群不為金錢、不僅是為了組織發言的高參與度公民記者，試圖了解其形貌，以及持續不斷發文的原因。採用人本心理學之父Maslow的動機階層理論做為研究梗概，以PeoPo公民新聞平台中的公民記者為研究對象，從符合研究條件的公民記者中，隨機挑選八位公民記者進行探究。 本研究採用文本分析及深度訪談做為研究方法。透過文本分析，分析八位高參與度公民記者在平台上發表的所有報導，了解發文頻率、型態、文章與Tag分類、節目採用與讀者回應狀況…等五個類目，並輔以半結構式深度訪談，達到主客對照，進行探討。 經由研究後發現，這群高參與度公民記者有三個特色：（1）中壯年；（2）上班族；（3）社區大學成員、課程培訓學員、志工。他們對於報導公民新聞保持著相當積極的態度，主要採用影音方式呈現，其新聞常受到媒體採用，且有一定的讀者回饋。在製作公民新聞的過程中，「歸屬和愛」、「自尊」、「自我實現」三個需求，是高參與度公民記者最主要的參與動機，其中，「自我實現」更以Z理論中「健康型自我實現」為主。 / Everyone has the opportunity to become citizen journalists in this new media age. This study focused on a group of PeoPo’s citizen journalists who participate highly not just for money or organization. In order to figure out the “shape” and reasons why they keep posting on PeoPo, the study based on the Maslow’s Theory of Needs Hierarchy. This research used Contextual analysis and Semi—Structured Depth Interview as approaches. Contextual analysis helped to figure out their report on PeoPo, and to understand posting frequency, patterns, articles and Tag classification, media adopted and audience response. Also, the research interviewed eight PeoPo’s citizen journalists by simple random sampling to realize the group. Through the research found that these high participatory citizen journalists has three common characteristics: (1) middle age; (2) white-collar workers; (3) members of the community college, course trainees, and volunteers. They maintain a positive attitude toward reporting and always use video to present. Their reports usually are adopted by media and obtain audience feedback. These high participatory citizen journalists in the process have three major needs, included" belongingness and love needs"," esteem-needs "and “healthy-self-actualization needs”. Keywords: High participatory citizen journalists, Motivation of report, PeoPo, Citizen journalism

本研究目的為探討我國上市櫃公司發行私募可轉換公司債之發行動機及其宣告效果，研究樣本包括發行日介於2006年至2010年之上市櫃公司。 「私募」與「公開發行」同樣為公司募集資金的方式之一，但私募發行是指發行公司向特定人士發行有價證券來募集資金。因此私募可轉債代表企業洽特定人士發行私募可轉債。 本研究實證結果發現，企業在私募可轉債程序中的三個重要日期：股東大會決議日、定價日、發行日，皆存在著正的累積異常報酬；這代表市場認同公司的融資決策，也預期未來會有監督之效益，因此反應在股價上。 本研究也發現，私募可轉債發行公司之長期獲利能力，在發行日前有衰退之跡象，但在發行日後有好轉的趨勢；這顯示了私募可轉債之發行公司大多獲利能力較差，可能與我國募集資金之制度有關，而且在私募認購人引進公司之後，公司之資源較能分配至獲利較高的投資活動上，在某種程度上確實反映了監督之效益。

University of Macau / Faculty of Education

世界許多國家的兵役制度不斷變革，以因應局勢及潮流。國內社會大眾對降低服役期限的要求呼聲一直不斷，行政院於2005年1月26日臨時院會通過「現行兵役制度檢討改進方案」，將徵募兵比例由現行6：4，調整為4：6，轉變以募兵為主、徵兵為輔。預計每年招募志願役士兵人數約1萬5千人， 而這些投入軍中的志願役士兵是否能夠肩負保國衛民的重責大任，其在「環境認知」、「動機取向」、「生活適應」、「生涯發展」等方面的程度與意向，對台澎防衛作戰之成敗均將有重大影響。 本研究希望透過對志願役士兵轉服動機與適應等問題的蒐整，探討其中潛在因素，以提供實際負責制訂相關政策單位與志願役士兵生活管理、教育訓練的基層幹部，做為政策訂定與管理工作的參考。採量化研究之問卷調查法，樣本是採隨機抽樣方式獲得，按軍種及部隊類型比例，抽取樣本。實際施測樣本數為1200份，而正式回收問卷為1160份，扣除不適用問卷28份，共計有效問卷為1132份、達正式回收問卷份數的97.59%。在研究工具設計方面本研究從文獻資料擬出研究架構，設計問卷，先行預測，採用「Cronbach α」係數測量問卷的內部一致性，因素分析法測量建構效度，修改問卷形成正式問卷。由研究者親自至現場說明研究目的及作答方式後，以團體填答法施測。正式問卷收回後，即進行編碼，運用spss for windows lO．0軟體，進行資料分析。 本研究依研究假設，逐一檢視各項假設的驗證結果。研究假設共分為五個部分，假設一是探討不同個人特質與「環境認知」有顯著差異；假設二是探討不同個人特質與「動機取向」有顯著差異；假設三是探討不同個人特質與「生活適應」有顯著差異；假設四是探討不同個人特質與「生涯發展」有顯著差異；假設五是探討「環境認知」、「動機取向」、「生活適應」及「生涯發展」等四個因素之間有顯著之相關。研究發現上述各假設均有顯著之相關。 本研究依研究發現提出建議事項: 一、廣拓管道，強化文宣作為。二、改善設施，增加愉快氣氛。三、尊重選擇，落實三安政策。四、爭取認同，促進動機取向。五、適度開放，提昇自主空間。六、善用專長，力行民專軍用。七、嚴格篩選，建立退場機制。八、開誠布公，貫徹招募條件。 關鍵字: 募兵制、志願役士兵、環境認知、動機取向、生活適應、生涯發展。

近來國內網路社群逐漸普及，國內翻拍網路影音新聞已經成為電視新聞的重要素材來源。不少人宣稱Web2.0平台之後，使用者自創內容(user-generated content)得以擴大公民參與，但學界與實務界都有正反兩面的評價，本研究將從長期使用網路影音內容的台灣大學生，探查網路影音新聞可信度的影響因素為何？ 本研究採用紙本問卷調查，隨機抽樣國內十三所大專院校，有效樣本共達731份，研究結果顯示：（1）大學生主要獲知新聞訊息的管道為網路，公民影音素材對於電視新聞採用作為報導題材而言具其重要性，娛樂影音素材則衝擊新聞專業。（2）電視採用網路影音可信度及網路影音可信度皆獲得較低可信度評價，但在公民參與社會發展上有其意義。（3）大學生使用網路動機上愈偏離求知動機，且重視社交動機；愈注意電視採用網路影音作為素材的新聞，以及愈認同公民影音素材認知與娛樂影音素材認知會有傾向愈高的電視新聞採用網路影音專業可信度，另外，大學生使用網路動機上愈重視社交動機；越注意電視採用網路影音作為素材的新聞，以及愈認同公民影音素材認知與娛樂影音素材認知，會有傾向愈高的電視新聞採用網路影音參與可信度。（4）大學生使用網路動機上愈偏離求知動機；愈注意電視採用網路影音作為素材的新聞，以及愈認同娛樂影音素材認知會有傾向愈高的網路影音內容可信度，另外，大學生使用網路動機上愈偏向求知動機、社交動機與娛樂動機，以及愈認同公民影音素材、娛樂影音素材，會有傾向愈高的網路影音社會可信度。研究顯示網路影音可信度上雖然存疑，但對整體公民社會發展上，有其不容抹滅的意義。 / Social networks have been popular in Taiwan recently, and the online videos becomes the main source of TV news. An argument arises whether user-generated content can enhance civic participation after the appearance of Web 2.0 platform. Therefore, the purpose of thesis aims to examine the news credibility of Internet video news among Taiwanese college students who used to watch video content. The survey employed random sampling to collect 731 valid samples among 13 colleges. The important results of this thesis are listed as below: 1. Internet is the main outlet to gain news information for college students. Civic video is important theme of TV news, while entertainment video content has negative impact on journalism. 2. Both TV news which adapt Internet video and Internet video news have low credibility. 3a. College students who have lower information seeking motive and higher sociability motive for Internet use pay more attention on TV news which adapted Internet videos. 3b. College students who are more identified with civic videos and entertainment videos more likely think TV news which adapted videos have credibility. 3c. College students who have higher sociability motive for Internet use pay more attention on TV news which adapt online videos; 3d. College students who are more identified with civic videos and entertainment videos more likely think TV news which adapted videos have credibility. 4. College students who have less information seeking motives for Internet use pay more attention on TV news which adapt online videos, and college students who are more likely identified with entertainment news video have more credibility on Internet video news. In general, there are positive significant difference between online video credibility and the motives of information seeking, sociability, and entertainment. The results showed that although the credibility of online video is still in doubt, it still have positive devotions.