企業之競爭策略，對於其生存與發展具有舉足輕重的影響力，而董事會依法對策略負有監督與協助制定之責，以提升企業績效，極大化股東財富。各理論學派也均同意董事會在策略制定上具有重要影響力。故本研究參考Baysinger and Robert (1990)及Pearce and Zahra (1992)等學者的理論架構，納入策略資源投入(衡量企業策略)，並依He and Mahoney (2006)之建議，將董事會特性劃分為董事會動機與能力兩部份，探討董事會動機與能力、策略資源投入及經營績效之關聯性。 本研究之主要研究結論包括： 1.董事會動機和能力與研發策略資源投入有顯著關聯性，但對其餘三種策略資 源投入(降低成本、行銷、品牌)無顯著影響。而Pearce and Zahra (1992)認為策略會影響董事會組成之看法，本研究實證結果並不支持。 2.董事之參與程度越高，企業之經營績效越好，而監察人之參與程度則與經營 績效無顯著之關聯性。 3.納入策略資源投入變數後，董事會動機與能力變數仍維持與企業績效呈顯著 相關，而整體模型解釋力提升。 4.董監持股與經理人持股對所有策略資源投入與經營績效關聯性有顯著影響， 而機構投資人持股、董事會規模、董事會專業性與董事會參與程度則對部份 策略資源投入與經營績效關聯性有顯著影響。 / A company’s competitive strategy plays a crucial role in its sustainable development. In order to escalate the performance of the company and maximize the wealth of the shareholders, the board should oversee in the process of formulating a strategy and assist when the strategy is under its way. All corporate governance theorists agree that the board has important influence on strategy planning. Adopting the framework of Baysinger and Robert (1990), and Pearce and Zahra (1992), this study takes “strategic resource input”(measuring corporate strategy) into another consideration. This research also divides the board characteristics into board motivation and capability according to the advices of He and Mahoney (2006). The present study aims to investigate the relationship among board motivation and capability, strategic resource input and operating performance. Several conclusions can be summarized as follows: First, the board motivation and capability is significantly related to R&D strategic resource input while the other three strategic resource input(cost-down, sale, patent) plays little role in this study. In addition, the empirical results don’t support what Pearce and Zahra (1992) claim that strategy will affect the board’s composition. Next, the results indicate that better operating performance is associated with higher participation figure of the directors but not the inspectors. Next, incorporating strategic resource input into the study enhances the explanatory power of the model whereas the effect of board motivation and capability on operating performance remains the same . Finally, the present study suggests that stock holdings of the board and the manager seem to have significant effect on the relationship of strategic resource input and operating performance. In addition, other factors, such as the board scale, professionalism and participation figure, have partial effect on the relationship between strategic resource input and operating performance.

近年來療癒系商品市場擁有龐大商機，其商品種類或造型也不斷推陳出新，大致可分為帶來幸福、溫暖與陪伴感且具紓壓功能之「可愛型療癒系商品」，以及釋放內心不安、憤怒能量具紓壓功能之「發洩型療癒系商品」。在經濟不景氣的背景下，療癒系商品便應運而生，也因此本研究想探究消費者心理變項與可愛型和發洩型療癒系商品消費行為的關係為何。本研究使用相關心理學理論如下，以「焦慮與寂寞的負面情緒觀點」探討消費者負面情緒（包含焦慮與寂寞）與可愛型和發洩型療癒系商品消費行為關係，以「五大因素模式」探討消費者人格特質（包含情緒敏感性與外向性）與可愛型和發洩型療癒系商品消費行為關係。此外，因為可愛型和發洩型療癒系商品購買動機關係介於消費者心理變項和療癒系商品消費行為之間，因而將可愛型和發洩型療癒系商品購買動機列為中介變項，去更綜觀討論心理特質與可愛型和發洩型療癒系商品消費行為的關係。而本研究將可愛型療癒系商品購買動機分為增加樂趣（空間美感或樂趣）、療癒心靈（情緒性需求）、和社交性需求（我想和你做朋友）三大面向；將發洩型療癒系商品購買動機分為只有療癒心靈（情緒性需求）一個面向。因而，本研究目的為試圖從消費者心理角度出發探討消費者與可愛型和發洩型療癒系商品消費行為（包括療癒系商品的認知度、喜好度與購買意願）之間的關係。 本研究藉問卷調查法回收306份有效樣本。實證結果顯示：在可愛型療癒系商品認知度迴歸模型方面，性別對於可愛型療癒系商品認知度有顯著正向影響，「增加樂趣」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品認知度有高度顯著正向影響，「療癒心靈」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品認知度影響並不顯著，「社交性需求」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品認知度影響不顯著。而焦慮對於可愛型療癒系商品認知度影響不顯著，寂寞對於可愛型療癒系商品認知度影響也不顯著。另外，情緒敏感性對於可愛型療癒系商品認知度影響並不顯著，而外向性對於可愛型療癒系商品認知度影響不顯著。在可愛型療癒系商品喜好度迴歸模型方面，性別對於可愛型療癒系商品喜好度影響不顯著，「增加樂趣」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品喜好度有高度顯著正向影響，「療癒心靈」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品喜好度有高度顯著正向影響，「社交性需求」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品喜好度影響則不顯著。而焦慮對於可愛型療癒系商品喜好度影響不顯著，寂寞對於可愛型療癒系商品喜好度有顯著負向影響。另外，情緒敏感性對於可愛型療癒系商品喜好度影響並不顯著，外向性對於可愛型療癒系商品喜好度影響也不顯著。在可愛型療癒系商品購買意願迴歸模型方面，性別對於可愛型療癒系商品購買意願有顯著正向影響，「增加樂趣」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品購買意願有高度顯著正向影響，「療癒心靈」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品購買意願有高度顯著正向影響，「社交性需求」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品購買意願也有高度顯著正向影響。而焦慮對於可愛型療癒系商品購買意願影響並不顯著，寂寞對於可愛型療癒系商品購買意願影響不顯著。另外，情緒敏感性對於可愛型療癒系商品購買意願影響不顯著，外向性對於可愛型療癒系商品購買意願影響也不顯著。在發洩型療癒系商品認知度迴歸模型方面，性別對於發洩型療癒系商品認知度有顯著正向影響，「療癒心靈」面向之發洩型療癒系商品購買動機對於發洩型療癒系商品認知度有高度顯著正向影響。而焦慮對於發洩型療癒系商品認知度有顯著負向影響，寂寞對於發洩型療癒系商品認知度並不顯著。另外，情緒敏感性對於發洩型療癒系商品認知度有顯著正向影響，外向性對於發洩型療癒系商品認知度影響則不顯著。在發洩型療癒系商品喜好度迴歸模型方面，性別對於發洩型療癒系商品喜好度影響並不顯著，「療癒心靈」面向之發洩型療癒系商品購買動機對於發洩型療癒系商品喜好度有高度顯著正向影響。而焦慮對於發洩型療癒系商品喜好度影響不顯著，寂寞對於發洩型療癒系商品喜好度有顯著負向影響。另外，情緒敏感性對於發洩型療癒系商品喜好度影響不顯著，外向性對於發洩型療癒系商品喜好度影響也不顯著。在發洩型療癒系商品購買意願迴歸模型方面，性別對於發洩型療癒系商品購買意願影響並不顯著，「療癒心靈」面向之發洩型療癒系商品購買動機對於發洩型療癒系商品購買意願有高度顯著正向影響。而焦慮對於發洩型療癒系商品購買意願有顯著正向影響，寂寞對於發洩型療癒系商品購買意願則有顯著負向影響。另外，情緒敏感性對於發洩型療癒系商品購買意願影響不顯著，外向性對於發洩型療癒系商品購買意願影響也不顯著。 另一方面，在「增加樂趣」面向之可愛型療癒系商品購買動機迴歸模型方面，外向性對於「增加樂趣」面向之可愛型療癒系商品購買動機有高度顯著正向影響。在「療癒心靈」面向之可愛型療癒系商品購買動機迴歸模型方面，焦慮對於「療癒心靈」面向之可愛型療癒系商品購買動機影響並不顯著，寂寞對於「療癒心靈」面向之可愛型療癒系商品購買動機有顯著正向影響。而情緒敏感性對於「療癒心靈」面向之可愛型療癒系商品購買動機影響不顯著，外向性對於「療癒心靈」面向之可愛型療癒系商品購買動機則有高度顯著正向影響。在「社交性需求」面向之可愛型療癒系商品購買動機迴歸模型方面，外向性對於「社交性需求」面向之可愛型療癒系商品購買動機有顯著正向影響。最後，「療癒心靈」面向之發洩型療癒系商品購買動機迴歸模型方面，因為模型本身不具有顯著解釋力，因而焦慮對於「療癒心靈」面向之發洩型療癒系商品購買動機假設沒有得到支持；寂寞對於「療癒心靈」面向之發洩型療癒系商品購買動機假設沒有得到支持；情緒敏感性對於「療癒心靈」面向之發洩型療癒系商品購買動機假設沒有得到支持；而外向性對於「療癒心靈」面向之發洩型療癒系商品購買動機假設也沒有得到支持。 由上述可知，消費者心理變項與可愛型和發洩型療癒系商品消費行為有影響，也因此對於實務建議為應瞄準高焦慮感及高情緒敏感性的消費者進行更多發洩型療癒系商品行銷；也應瞄準高外向性的消費者進行更多可愛型療癒系商品行銷。而女性不只喜愛可愛型療癒系商品，對於發洩型療癒系商品也很感興趣，行銷人員應針對女性在發洩型療癒系商品上做更多行銷溝通。最後，未來行銷可愛型療癒系商品時應不只注重宣傳「療癒需求」，也應加入或考慮「外型可愛溫馨」、「增進社交、人際關係」之主題訴求。而對於發洩型療癒系商品行銷應較以「療癒、紓壓」需求為主要訴求重點。 / The market of healing products has had great business opportunities in recent years, and more and more types and shapes of healing products are continuously coming out. The healing products can be divided into two kinds, including: one is “cute healing products” which bring consumers a sense of happiness, warmth, companionship and stress-relieving; the other is “emotion-releasing healing products” which help consumers release a sense of uncertainty, anger and pressure. Under the background of economic recession, here come healing products. Therefore, the study is aimed at exploring the relationship between consumers’ psychological variables and the consumer behavior of cute and emotion-releasing healing products. The study adopts related psychological theories as follows: exploring the relationship between consumers’ negative emotions( including anxiety and loneliness) and the consumer behavior of cute and emotion-releasing healing products from the negative emotions views of anxiety and loneliness; exploring the relationship between consumers’ personalities (including neuroticism and extraversion) and the consumer behavior of cute and emotion-releasing healing products from the view of The Big Five Model. Moreover, because the purchase motives of cute and emotion-releasing healing products are between consumers’ psychological variables and the consumer behavior of healing products, the study categorizes the purchase motives of cute and emotion-releasing healing products as mediators. Consequently, the study can explore the relationship between consumers’ psychological variables and the consumer behavior of cute and emotion-releasing healing products much broadly. The study divides the purchase motives of cute healing products into three dimensions, including: fun-increasing (aesthetic feelings or fun of space), soul-healing (emotional needs), and social needs (I want to be your friend) dimensions; and divides the purchase motives of emotion-releasing healing products into only one dimension called soul-healing (emotional needs) dimension. Therefore, the study’s goal is to try to exploring the relationship between consumers and the consumer behavior (including the cognition, affection and purchase intention of healing products) of cute and emotion-releasing healing products from consumers’ psychological view. The study uses surveys to collect 306 valid samples, and the empirical results show: from the aspect of the regression model of the cognition of cute healing products, gender has a significant positive influence on the cognition of cute healing products, the fun-increasing dimension of the purchase motive of cute healing products has a highly significant positive influence on the cognition of cute healing products, the soul-healing dimension of the purchase motive of cute healing products doesn’t have a significant influence on the cognition of cute healing products, and the social needs dimension of the purchase motive of cute healing products doesn’t have a significant influence on the cognition of cute healing products. Anxiety doesn’t have a significant influence on the cognition of cute healing products, and loneliness doesn’t have a significant influence on the cognition of cute healing products, either. Besides, neuroticism doesn’t have a significant influence on the cognition of cute healing products, and extraversion doesn’t have a significant influence on the cognition of cute healing products. From the aspect of the regression model of the affection of cute healing products, gender doesn’t have a significant influence on the affection of cute healing products, the fun-increasing dimension of the purchase motive of cute healing products has a highly significant positive influence on the affection of cute healing products, the soul-healing dimension of the purchase motive of cute healing products has a highly significant positive influence on the affection of cute healing products, and the social needs dimension of the purchase motive of cute healing products doesn’t have a significant influence on the affection of cute healing products. Anxiety doesn’t have a significant influence on the affection of cute healing products, but loneliness has a significant negative influence on the affection of cute healing products. Besides, neuroticism doesn’t have a significant influence on the affection of cute healing products, and extraversion doesn’t have a significant influence on the affection of cute healing products, either. From the aspect of the regression model of the purchase intention of cute healing products, gender has a significant positive influence on the purchase intention of cute healing products, the fun-increasing dimension of the purchase motive of cute healing products has a highly significant positive influence on the purchase intention of cute healing products, the soul-healing dimension of the purchase motive of cute healing products has a highly significant positive influence on the purchase intention of cute healing products, and the social needs dimension of the purchase motive of cute healing products also has a highly significant positive influence on the purchase intention of cute healing products. Anxiety doesn’t have a significant influence on the purchase intention of cute healing products, and loneliness doesn’t have a significant influence on the purchase intention of cute healing products as well. Besides, neuroticism doesn’t have a significant influence on the purchase intention of cute healing products, and extraversion doesn’t have a significant influence on the purchase intention of cute healing products, either. From the aspect of the regression model of the cognition of emotion-releasing healing products, gender has a significant positive influence on the cognition of emotion-releasing healing products, and the soul-healing dimension of the purchase motive of emotion-releasing healing products has a highly significant positive influence on the cognition of emotion-releasing healing products. Anxiety has a significant negative influence on the cognition of emotion-releasing healing products, but loneliness doesn’t have a significant influence on the cognition of emotion-releasing healing products. Besides, neuroticism has a significant positive influence on the cognition of emotion-releasing healing products, but extraversion doesn’t have a significant influence on the cognition of emotion-releasing healing products. From the aspect of the regression model of the affection of emotion-releasing healing products, gender doesn’t have a significant influence on the affection of emotion-releasing healing products, and the soul-healing dimension of the purchase motive of emotion-releasing healing products has a highly significant positive influence on the affection of emotion-releasing healing products. Anxiety doesn’t have a significant influence on the affection of emotion-releasing healing products, but loneliness has a significant negative influence on the affection of emotion-releasing healing products. Besides, neuroticism doesn’t have a significant influence on the affection of emotion-releasing healing products, and extraversion doesn’t have a significant influence on the affection of emotion-releasing healing products, either. From the aspect of the regression model of the purchase intention of emotion-releasing healing products, gender doesn’t have a significant influence on the purchase intention of emotion-releasing healing products, and the soul-healing dimension of the purchase motive of emotion-releasing healing products has a highly significant positive influence on the purchase intention of emotion-releasing healing products. Anxiety has a significant positive influence on the purchase intention of emotion-releasing healing products, and loneliness has a significant negative influence on the purchase intention of emotion-releasing healing products. Besides, neuroticism doesn’t have a significant influence on the purchase intention of emotion-releasing healing products, and extraversion doesn’t have a significant influence on the purchase intention of emotion-releasing healing products, either. On the other hand, from the aspect of the regression model of the fun-increasing dimension of the purchase motive of cute healing products, extraversion has a highly significant positive influence on the fun-increasing dimension of the purchase motive of cute healing products. From the aspect of the regression model of the soul-healing dimension of the purchase motive of cute healing products, anxiety doesn’t have a significant influence on the soul-healing dimension of the purchase motive of cute healing products, but loneliness has a significant positive influence on the soul-healing dimension of the purchase motive of cute healing products. Moreover, neuroticism doesn’t have a significant influence on the soul-healing dimension of the purchase motive of cute healing products, but extraversion has a highly significant positive influence on the soul-healing dimension of the purchase motive of cute healing products. From the aspect of the regression model of the social needs dimension of the purchase motive of cute healing products, extraversion has a significant positive influence on the social needs dimension of the purchase motive of cute healing products. Finally, from the aspect of the soul-healing dimension of the purchase motive of emotion-releasing healing products, because the regression model itself doesn’t have significant explanatory power, whether anxiety has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported; whether loneliness has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported; whether neuroticism has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported; and whether extraversion has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported, either. From mentioned above, consumers’ psychological variables really have influences on the consumer behavior of cute and emotion-releasing healing products. Therefore, the study inspires some practice suggestions as follows: marketing practitioners should target at consumers with high-degree anxiety and neuroticism to undergo more marketing of emotion-releasing healing products; should target at consumers with high-degree extraversion to undergo more marketing of cute healing products. Women not only like cute healing products, but also are interested in emotion-releasing healing products, so practitioners should do more marketing communication of emotion-releasing healing products to women. Finally, in the future when promoting cute healing products, practitioners should not only to lay stress on “healing souls” appeal, but also to focus on “cute and warm shapes” and “incrementing social and interpersonal relationships” appeals; when promoting emotion-releasing healing products, practitioners should focus on “healing souls and relieving stresses” appeal.

本研究旨在瞭解目前高雄市高級中等學校教師知覺教師專業成長、教師在職進修動機與教師專業倫理實踐之現況。為達研究目的，首先蒐集相關文獻加以探討分析，了解教師專業成長、教師在職進修動機與教師專業倫理實踐之內涵，以建立本研究之理論基礎架構，作為本研究研究問卷編製之依據。在實證研究上採調查研究法，以高雄市高級中等學校教師為樣本對象，並以「分層隨機抽樣」方式進行資料蒐集，共發出570份問卷，有效問卷552份，可用回收率達96.8%。回收的問卷分別以描述性統計、t考驗、單因子變異數分析、皮爾森積差相關以及逐步多元回歸進行統計分析。 綜合文獻探討及問卷調查結果，本研究獲致研究結論如下： 一、高雄市高級中等學校教師之教師專業成長為中高程度，三個層面知覺程度差異不大。 二、高雄市高級中等學校教師之教師在職進修動機為中等程度，以「認知興趣」、「逃避刺激」之知覺程度較高，「社會發展」與「他人影響」知覺程度較低。 三、高雄市高級中等學校教師之教師專業倫理實踐為中高程度，以「教師與學生家長之間關係」知覺程度最高，「教師與社會（區）之間關係」知覺程度最低。 四、高雄市高級中等學校教師在「教師專業成長」方面，不同「性別」、「服務年資」、「擔任職務」，與「學校地區」之教師，知覺程度有顯著差異。 五、高雄市高級中等學校教師在「教師在職進修動機」方面，不同「擔任職務」之教師，知覺程度有顯著差異。 六、高雄市高級中等學校教師在「教師專業倫理實踐」方面，知覺程度整體上無顯著差異。 七、高雄市高級中等學校教師之教師專業成長與教師在職進修動機具有顯著相關。 八、高雄市高級中等學校教師之教師專業成長與教師專業倫理實踐具有顯著相關。 九、高雄市高級中等學校教師之教師在職進修動機與教師專業倫理實踐具有顯著相關。 十、高雄市高級中等學校教師之教師專業成長、教師在職進修動機對教師專業倫理實踐具有顯著預測作用。 根據以上研究結果，提出具體建議，提供教育行政機關、學校行政及教師，以及未來相關研究之參考。 / The purpose of this study was to investigate the current development of teacher professional growth, motivation of in-service education, and teachers’ practive of professional ethic in senior high school of Kaohsiung City. To achieve the research purposes, a literature review was conducted to understand the teacher professional growth, motivation of in-service education, and teachers’ practive of professional ethic, and then to establish the fundamental theory of this study and develop questionnaires. This is a cross-sectional survey study using stratified random sampling design. The study recruited teachers in Kuohsiung senior high schools. A sample of senior high school teachers in Kuohsiung City, stratified random sampling, issued a total of 570 parts, 552 valid questionnaires, the effective rate of 96.8% questionnaires. The collected data was analyzed by descriptive analyses, t-test, one-way ANOVA, Pearson product-moment correlation, and multiple stepwise regression analysis. The main findings of the study include： 一、Moderate-high teacher’s perceptions of teacher professional growth were shown, and three of the visions had the same level. 二、Moderate-high teacher’s perceptions of the motivation of in-service education were shown, in which the item “cognitive interest” and “escape / stimulate” was the higher, “social development”and “other people affected” was the lower. 三、Moderate-high teacher’s perceptions of teachers’ practive of professional ethic were shown, in which the item and “the relationship between students’parents” was the highest, and “the relationship between community and society” was the lowest. 四、There are significant differences in the senior high school teachers’perception of teacher professional growth in terms of gender, years of service, position, and school location. 五、There are significant differences in the senior high school teachers’perception of the motivation of in-service education in terms of position. 六、There are no significant difference in the senior high school teachers’perception of teachers’ practive of professional ethic. 七、There is a positive correlation among teacher professional growth and motivation of in-service education. 八、There is a positive correlation among teacher professional growth and teachers’ practive of professional ethic. 九、There is a positive correlation among motivation of in-service education and teachers’ practive of professional ethic. 十、Teacher professional growth and motivation of in-service education have a predictive effect on teachers’ practive of professional ethic. According to the above research conclusions, the suggestions are proposed to be used as reference by educational institutions, school administrative units, and teachers in the future.

近年來，電動車與電動機車發展及應用儼然已成為世界潮流，在機車密度極高且擁有「機車王國」稱號的台灣，電動機車技術日新月異，也發展出多樣化商業模式，其中最著名莫過於電動機車電池租賃商業模式，以及共享商業模式。 本研究旨在利用成本效益分析中的淨現值法及益本比法，模擬分析機車使用者以電動機車代替傳統燃油機車，為使用者自己及整體社會帶來之淨現值。在電動機車方面，本研究分析兩種電動機車商業模式，分別為「電動機車電池租賃商業模式」及「共享電動機車商業模式」。 本研究結果顯示，在使用者立場下，目前電動機車成本依舊大於傳統125C.C.燃油機車之成本，且「電動機車電池租賃商業模式」較適合每個月騎乘里程較長之使用者，而「共享電動機車商業模式」較適合每個月騎乘里程較短之使用者。此外，敏感度分析顯示出，在「電動機車電池租賃商業模式」下，騎乘里程長度與NPV及BCR均呈現正相關。在「共享電動機車商業模式」下，每個月騎乘里程為100公里之使用者，在共享電動機車計價方式為每分鐘2.25元之方案下，使用者之NPV>0及BCR>1，並且騎乘里程越短之使用者，其對共享電動機車計價變動的益本比敏感程度越高(當價格下降時，益本比上升較高)。 最後，在整體社會立場下，利用「電動機車電池租賃商業模式」替換傳統燃油機車且騎乘里程越高之使用者，對整體社會帶來之淨現值越高。而利用「共享電動機車商業模式」替換傳統燃油機車且騎乘里程越低之使用者，越具有經濟效益。 / In recent years, the development and application of electric vehicles and electric scooters have become popuplar. In Taiwan, where scooter density is very high and is also called a "scooter kingdom", electric scooter technology is not only improving, but also developing a diversified business model. Particularly, two of the most famous business models are “Electric scooter battery rental business model” and “Sharing electric scooter business model”. The purpose of this study is to use the net present value method and the benefit ratio method in the cost-benefit analysis. We analysis the user's own benefits and the overall social net benefits which are generated from the scooter users replacing traditional fuel scooter with electric scooter. In the field of electric scooters, this study analyzes two business models of electric scooters, “Electric scooter battery rental business model” and “Sharing electric scooter business model”. According to the simulation result of empirical analysis, for the users, the current cost of electric scooters is still higher than the cost of traditional 125C.C. fuel scooters. “Electric scooter battery rental business model” is more suitable for people who have higher accumulated distance per month, and “Sharing electric scooter business model” is more suitable for people who have lower accumulated distance per month . On the other hand, according to the result of sensitivity analysis, the accumulated distance is positively correlated with NPV and BCR in the “Electric scooter battery rental business model”. In the “Sharing electric scooter business model”, those who ride 100 km per month have NPV> 0 and BCR> 1 in the pricing of NT$2.25 per minute. Besides, those who ride 100 km per month have higher sensitivity of pricing. For the overall society, those who use the "Electric scooter battery rental business model" to replace the traditional fuel scooter and have higher accumulated distance per month can generate higher net benefits to the whole society. Those who use the "Sharing electric scooter business model" to replace the traditional fuel scooter and have lower accumulated distance per month can generate higher net benefits to the whole society.

電子商務多年的發展之下，人們在生活中已經習慣於網路購物，而隨着智慧型手機等行動裝置的普及，跨越線上與線下的O2O消費掀起了新一波風潮。其中，電影O2O在中國更是以爆發式地增長中。 本研究以電影O2O為例，希望探討消費者在線上購買電影票再到線下電影院觀影的消費行為背後的心理需求動機，以及在使用線上介面時前置因素如何影響其使用行為，以建構結合使用與滿足理論及科技接受模式（Technology Acceptance Model）的O2O消費行為模型。 本研究收集到460份有效問卷，研究結果發現消費者使用O2O的動機包括娛樂性、便利經濟性、社交性，其中娛樂性、社交性動機對促成使用行為有正向影響；而線上使用介面的知覺有用易用性對消費者的線上使用行為有正向影響。 / As e-commerce has been flourished for years, people getting more and more used to shopping online, on the other hand, popularization of mobile device leads to a new trendy of O2O service, which broke the wall between online and offline. For example, movie ticketing O2O is experiencing a great development in China. This study focus on movie ticketing O2O and try to clarify its user motivations, besides how actual uses were influenced by the factors of online interface. Altogether it is tempt to build up an O2O user model which combine with Uses and Gratifications Theory and Technology Acceptance Model. Collected 460 web questionnaires, the findings of this study show that entertainment, convenience and economy, sociality are all motivations of using O2O ticketing, entertainment and sociality indicate significance influence to actual using. For the part of online interface, perceived usefulness and ease of use are combined together to affect the online using positively.

台灣和馬來西亞的經濟文化關係可以追溯到1960年代。雖然在官方關係上曾經斷交，但是非官方的交易來往並不受影響。本研究即將探討兩個國家的企業在進入彼此的國家發展的進入策略以及在該國的行銷手法之差異。本研究探討四方對象，有馬來西亞的M公司，台灣統創代理商，台灣六角國際（日出茶太）和馬來西亞日出茶太代理商，但是本研究以針對母國，也就是M公司和六角國際（日出茶太）為主要採訪企業，從母國的角度探討企業經營環境、國際化動機、市場進入模式與母國和地主國的行銷組合。另外，其中一個小節也針對台灣和馬來西亞的國家經濟環境和發展、人口、氣候、人文因素進行比較以辨別出兩國的差異。其研究結果一方面可提供國內的業者參考未來的國際化佈局策略，另一方面也有助於對於馬來西亞和台灣市場的了解。 本研究主要研究對象，M公司，生產馬來西亞風味方便麵和六角國際（日出茶太），直營和授權台灣手搖茶飲，這兩家不同國家和不同產業的公司進行接近兩小時的採訪，和在地主國的代理商之次級資料進行交叉比對，研究結果發現：1、兩家的國際化動機沒有顯著差異。2、因為兩家的產品性質不一和不同的經營環境和經驗背景，兩家的國際市場進入模式有著顯著地不同。3、兩個國家的國家大小、氣候、文化背景、習俗、基本建設影響母國和地主國的行銷組合之設計。 / The economic and cultural relations between Taiwan and Malaysia can be traced back to 1960. Although Malaysia has formally ended diplomatic relations with Taiwan, informal relations between Malaysia and Taiwan is still ongoing and maintaining. This study discussed the market entry mode and marketing mix in both countries of two different companies. This study targets four companies, which are Malaysia M Company, Taiwan Tongjih, Taiwan Lakaffa (Chatime) and lastly Malaysia (Chatime) but mainly interview only two founded companies, the M Company from Malaysia and Lakaffa from Taiwan. This research studies from the view of the mother land. It discusses both companies’ operating environment, the motive of globalization, market entry mode and the differences of marketing mix between the home country and host country. Beside of that, one of the chapters extends in comparing country environment and development, population, weather and culture factor between Malaysia and Taiwan. This study result aims to provide a reference in globalization strategy and improve a great knowledge about Malaysia and Taiwan market to the audience. Supported by M company, a manufacturer of Malaysia flavor instant noodle (Penang White Curry Mee) and Lakaffa, franchiser of Taiwanese beverages (Bubble Tea),two hours interview session, the comparison is showed as below: 1. There are no differences between the motives of globalization between these two companies. 2. Differences in product type, different operating environment and experience background affect the choice of market entry mode. 3. The differences of county size, weather, culture, custom and infrastructure affect the design of marketing mix in Malaysia and Taiwan market.

多樣化壽險商品時代來來臨、壽險業目標市場鎖定的需求，致使「選擇適當的目標市場」和「設計適合目標市場的行銷組合策略」成為保險業者在擬定行銷策略所應注重兩大方向。惟如何選擇最具有吸引力，而又適合本身資源條件及競爭環境的目標市場，則就是行銷理論研究及實務上最重要的一項問題。 綜觀目前國內各研究所的論文中，關於消費者對於保險商品之購買行為的研究，多集中在消費者購買保險的原因或動機之分析上。惟其多是描述性、相關性分析為主，而此類研究方式雖然有其實用性，但其在缺乏「因果關係」的分析下，實無法了解消費者本身之不同，所引起購買意願之不同。再者，其並未進一步針對不同商品，研究影響消費者之所以購買不同商品之因素，係因任何忽略「商品多樣性」的研究，顯然過於簡化影響是否消費者購買保險商品之因素。本文對於消費者購買行為之基本認識為：消費者決定『是否購買』。保險，以及決定『選擇何種』保險的過程是同一的、不可分的。」因此，本文將以「多樣化的保險商品」為前提，來研究消費者決定「是否」購買保險、以及「選擇」購買何種保險之原因或動機。 究竟「消費者本身的差異性」與「是否購買及購買何種保險」之間存在什麼樣的關係，同時也是保險公司在保單設計、搭配、以及保險行銷上不可忽略之重要裁題。本文從于證資料上分析此一問題，以EKB消費者行為模式為理論基礎，依消費者本身的不同的背景、不同投保的動機、不同對保險的認知等等不同追求產品的相對利益為基礎因素，來探討消費者對不同的保險商品的需求。 本文乃以『問卷調查』為研究工具，針對台灣地區 20 歲- 70 歲之消費者為研究對象，實際訪查消費者所偏好之保險商品。共計取得有效問卷 965 份，輔以以效用函數為理論基礎之『羅吉特迴歸模式』計量方式，找出「消費者本身的差異性」與「是否購買及購買何種保險產品」之間的因素，並而建立消費者效用函數，進而預估消費者購買保險機率，促使業者更能設計符合消費者需求之保單組合。 研究結果顯示，在「是否會購買保險」的議題上，發現消費者教育程度不同會影響其購買意願；「保險演講會的舉行」、「親友在保險公司做事」或「自身或家屬曾發生事故」時，亦會明顯提高消費者之購買意願；業務員的上門推銷將是促使消費者引起購買保險的主要動機之一；再者，消資者在購買保險時，最重要之評估準則，則在於壽險期間是否太長、領回的錢值不值得及保費是否會太高等問題。 就「偏好購買不同商品」的議題上，本研究亦就目前市面上較為普遍之十種商品作研究，研究發現影響消費者偏好購買各個商品之因素各有不同，本文亦對其作綜合整理。最後亦針對研究結果，就各個不同保險商品，依其具有顯著水準之人口統計變項作--市場區隔，以期能提供保險公司或業務員在銷售時，可依商品的不同對消費大眾做市場區隔，使業務員或保險公司較易針對消費者不同的需求，做出較適合消費者且較易使消費者接受的保單設計。相信如此一來，非但有助於保險公司之保單設計與行銷，對於保險消費者如何選擇最適合自己的保單，也有相當的助益。 / The main goal of this research is to study the motives of the consumers purchasing the insurance policies and the selecting procedures. The previous researches on this area have been focused on the purchasing motives of each individual consumer. This kind of approach is widely used in practice. However, the consumers are not facing one insurance product but a variety of different insurance portfolios. In this study, we focus on analyzing the consumer-purchasing behavior of insurance portfolios. The logistic regression model is used to estimate the preference of the consumers among different insurance policies. The procedures of this study are summarized in the following: ( 1 )Review the developments of the previous researches and the findings. ( 2 )Design an appropriate questionnaire to collect the valid information and formulate the logistic regression model in this study. ( 3 )Collect the samples from the questionnaire and code this survey into a database system. ( 4 )Estimate the coefficients in the regression model in Step (2) and analyze the results. Finally comment on the findings. Using the logistic regression model is helpful for the marketing department in insurance company to target the appropriate populations and differentiate the various insurance portfolios. In this study, the information from the questionnaire is investigated based on our choice model. Monitoring these effects is beneficial for the managers having concise information in our target markets. Finally, a quantitative model is proposed for Taiwan insurance markets and the recommended marketing strategy.

本研究主要依據建構主義理論基礎，在一般教學和學習理論基礎上建構所謂的「建構主義取向的教學方法」。為探討建構取向教學法在數學學習成效的效果，乃選取國中一年級兩個班為研究對象，進行為期兩個月的教學實驗，以進行實地的建構取向教學與傳統教學之比較，並對學生在教學前後與其間所填答的問卷或資料進行分析，本研究所採的研究工具計有：(一)數學段考考卷；(二)數學學習成就測驗；(三)國中新生數學能力測驗；(四)數學學習經驗量表；(五)學習日記表格；(六)數學學習回饋問卷。使用的資料分析方法有：(一)獨立樣本單因子共變數分析；(二)質的分析。精分析結果如下： 一、建議教學組的學生與傳統教學組的學生在數學段考成績無顯著差異存在。 二、建構教學組的學生與傳統教學組的學生在數學學習成就測驗後測得分有顯著差異存在。且建構教學組顯著優於傳統教學組。 三、建構教學組的學生與傳統教學組的學生在數學焦慮量表後測得分無顯著差異存在。 四、建構教學組的學生與傳統教學組的學生在數學動機信念量表後測得分有顯著差異存在。且建構教學組顯著優於傳統教學組。 五、建構教學組的學生與傳統教學組的學生在班級氣氛量表後測得分有顯著差異存在。且建構教學組顯著優於傳統教學組。 六、建構教學組的學生與傳統教學組的學生在民主溝通態度量表後測得分無顯著差異存在。 七、由接受建議教學法的學生的數學學習回饋問卷與學習日記上可發現多數學生對建議教學持正面肯定的態度。 本研究針對上述發現加以討論，並對數學教學、行政措施與未來研究提出若干建議以供參考。 / The experiment on math achievement of the seventh grade students - the constructvist approach

過去有關創造力的研究主要是依據 Guilford (1956) 與 Torrance (1966) 的理論，從心理測量的觀點來界定創造力的歷程。80 年代以後，在研究方法與研究領域方面產生了一些變化：第一個變化是 Amabile (1983) 等人開始以評量創意的方式進行實驗研究；另一個變化則是研究者開始對日常生活的創造經驗產生興趣，並進行相關的研究 (Richards, 1988)。本研究中所探討的「創造力」，除了包含 Guilford、Torrance 等人所界定的「創造思考能力」以外，也包括以 Maslow (1958) 為主的學者所提出的「自我實現的創造力」，也就是「創意生活經驗」。 本研究的第一個目的是探討從小學六年級到大學階段的學生，在創造力方面的發展與性別差異。研究假設為：無論是創造思考能力或是創意生活經驗，都會隨年齡的增長而改變或增加，但在不同性別之間可能沒有差異。本研究的第二個目的是探討動機取向與創造力之間的關係，研究中所討論的動機變項有「成就目標」與「目標導向」二類。研究假設為：(1)「學習精熟」、「趨向表現」的成就目標，與創造行為之間會有正相關，「迴避表現」的成就目標則與創造行為有負相關。(2)「尋求成長」與「尋求證明」二種目標導向與創造行為之間皆有正相關。 本研究的樣本包括：小學六年級、國中一年級、國中二年級、高中一年級、高中二年級學生以及大學生，共 672 人（男女各佔一半）。研究中所使用的測量工具包括：「創意生活經驗驗量表」、「新編創造思考測驗」、「成就目標量表」、「目標導向量表」四種。研究的結果如下： 一、創意生活經驗方面 (1)各年齡層學生的創意生活經驗大致上有隨年齡成長而增加的趨勢，尤其是在「運用新知精益求精」、「視覺生活的設計」、「開放心胸」、「製造驚喜意外」「舊瓶新裝」等經驗上特別明顯。 (2)女生在「表演藝術創新」、「視覺生活的設計」、「開放心胸」等方面的經驗較多，而男生「科學的創新的問題解決」經驗較多。 (3)兩種目標導向（尋求成長、尋求證明）與九種創意生活經驗之間分別都達到顯著的正相關，其中相關較低的是「電腦程式設計」。「尋求成長取向」與創意生活經驗之間的相關大致上高於「尋求證明取向」與創意生活經驗之間的相關。 (4)學生的「學習精熟」、「趨向表現」兩種成就目標取向與創意生活經驗之間亦分別達到顯著的正相關，「學習精熟取向」與創意生活經驗之間的相關大致上高於「趨向表現取向」與創意生活經驗之間的相關。「迴避表現取向」與創意生活經驗之間沒有顯著的相關。 (5)典型相關的結果顯示：「尋求成長取向」、「尋求證明取向」、「學習精熟取向」與「趨向表現取向」分數愈高的學生，具有較多的「科學的創新的問題解決」、「運用新知精益求精」、「表演藝術創新」、「視覺生活的設計」、「生活風格的變化」、「開放心胸」、「製造驚喜意外」、「舊瓶新裝」等創意生活經驗。 二、創造思考能力方面 (1)各年齡層學生的創造思考能力大致上也有隨年齡成長而增加的趨勢。 (2)女生在「語文創造思考變通力」、「圖形創造思考變通力」、「圖形創造思考的流暢力」等方面顯著高於男生。男女生在圖形創造思考的流暢力方面則沒有顯著的差異。 (3)兩種目標導量（尋求成長、尋求證明）與語文創造思考變通力、語文創造思考流暢力、圖形創造思考變通力、圖形創造思考流暢力等四種創造思考能力之間皆達到顯著的正相關，而與圖形創造思考精進力之間則沒有顯著的相關。「尋求成長取向」與創造思考能力之間的相關大致上高於「尋求證明取向」與創造思考能力之間的相關。 (4)學生的「學習精熟」、「趨向表現」兩種成就目標與創造思考能力之間亦分別達到顯著的正相關，「學習精熟取向」與創造思考能力之間的相關大致上高於「趨向表現取向」與創造思考能力之間的相關。「迴避表現取向」與創造思考能力之間沒有顯著的相關。 (5)典型相關的結果顯示：「尋求成長取向」、「尋求證明取向」與「學習精熟取向」分數愈高的學生，具有較高的語文創造思考變通力、語文創造思考流暢力、圖形創造思考變通力與圖形創造思考流暢力。 本研究對於六個年齡層學生所收集的創造思考能力與創意生活經驗之資料與研究結果，可供往後研究者在教學與研究方面的參考。 / This research explore the relationships among creative life experiences, creativity, age, gender, achievement goals and goal orientation.

以探討銀行放款策略訂定的角度而言，在過去的文獻中， 要仍是在說明 於訊息不對稱下，產生逆選擇及道德危機，因 有信用分配的現象；而本 文所強調的重點則和Milde & Ril-y(1988)的精神相同，利用信號機能來 求出各種貸款申請人之抩A均衡契約，進而區分出各個貸款申請人債信品 質的高低。誘撠眾]在貸款額固定下，擔保品為投資計畫利潤函數中的正 袺鷌僂?A成功地導出擔保品可用來作為信號的指標，在銀行飢馴□v爭下 ，債信較高(違約風險小)的貸款申請人會願意接□U款利率低但須提供較 多擔保品的契約，而債信較低 (違約滅I大) 的貸款申請人則反之。對於 均衡時分離契約(separating contracts)的穩定性，畯怬Q用Cho & Kreps (1987)之sequential equilibrium觀念討出可能優於(dominate) 最適分離契約之pooling契約，是存在的；其原因來自於銀行間的層層牽 制，而不敢提出此契，使得上述的分離契約才是唯一均衡時的契約。由於 我國對於設立銀行所需資本額頗為龐大，因此仍僅限騚X個大財團與大企 業間共同籌資才得以完成，故在銀行的產~中若僅以完全競爭的情況來探 討，似乎仍不夠完善，在本文澈嵽b段，我們即以銀行是獨佔的角度來探 討均衡契約的訂定A並與完全競爭時的情況相比較。這亦使得銀行在不同 結構間A對放款契約的探討有了更完整的架構。