本論文探討主題為文化創意產業之國際化，首先透過文獻探討方式，了解文化創意產業、企業國際化、新創事業、企業核心資源能力等議題內容；第二階段則透過個案訪談與次級資料的搜集與整理，對研究個案企業之發展歷程與國際化相關策略作一介紹；第三階段則將先前探討之文獻、研究與研究個案之國際化模式作分析、比較，歸納出命題並提出本研究之結論。 2002年行政院提出「挑戰2008：國家發展重點計劃」，明確將「文化創意產業」列為台灣未來重點發展產業，然綜觀目前國內有關文化創意產業之研究多以整體產業發展、文化創意產業與地方/社區經濟發展等相關主題為多，甚少有研究以文化創意產業為主體，針對其國際化議題做探討。本研究針對此議題，選擇以獲得行政院文建會所遴選之文化創意產業成功企業之法藍瓷有限公司為研究個案。法藍瓷成立至今僅有五年歷史，然憑藉著優異的設計創意與產品品質，產品上市不久即榮獲海內外各項大獎肯定，目前在海外市場約有五千多個銷售點，遍及美國、歐洲、紐澳地區、大中華地區與日韓等市場，年營業額約一千兩百多萬美金，是目前台灣文化創意產業裡，海外市場發展相對較成功者。 本研究結論簡述如下： 一、文化創意產業進入國際市場時，應考量本身資源能力，彈性地選擇最適合的 進入方式。 二、文化創意產業國際化的過程中，仍然適用於一般產業依各地比較利益不同而 將價值鏈各環節活動安排在不同地區之模式。 三、文化創意產業進行國際化時，除了研發、創意的掌握，亦應同時強化品牌行 銷能力培養與通路的建立。 四、國際化的資源能力可以在企業經營活動的動態過程裡逐步累積，企業若能 將國際化過程所習得的知識與經驗整理吸收，未來踏入一個新的國外市場 時，對於經營業務的推動與策略的形成將有相當幫助。 關鍵字：1.文化創意產業 2.國際化動機 3.國際市場進入模式 4.新創事業 5.工藝類文化創意產業 6.核心資源能力 / The cultural industry has been considered as the most promising industry for the future economic energy sources for many countries. However, with the limited market size in Taiwan, Taiwanese cultural industry also needs to go international for a bigger market. The purpose of this research is to understand the internationalization of cultural industry in Taiwan. As an exploratory research by case study method, the research consists of four aspects：（1）the characters of cultural industry；（2）the internalization of business；（3）the newborn business；（4）the core competence of a company. Through primary data collection, such as in-depth interview and secondary data collection from other researches and publications, the research chose Franzcolletions as the study focus. Conclusions drawn from this research results are： 1. When going globalization and entering into a foreign market, the cultural industry should take account of its own resources and capability, and thus being flexible choosing the most suitable entry mode. 2. During the process of globalization, the cultural industry will arrange the value chains activities which following the comparative advantage theory like other industries. 3. In addition to R&D, the cultural industry should also strengthen marketing ability and building up the distribution channels. 4. The cultural company can accumulate its resources and train up the core competence through the internalization process. Learning from the previous experiences, a cultural company can form a thorough strategy when entering a new foreign market in the future. Key Words：Motivation of Internationalization；International market entry mode；the cultural industry；Newborn business；Core competence.

Web 2.0是一種架構在知識環境上的網路，使用者可以協同參與網站內容、工具和應用軟體的使用、發展與管理。為了創造更多使用者價值，各式各樣的Web 2.0新服務因應而生，例如：Wikipedia和Facebook，就是從這種服務導向的技術架構中衍生出來，進而提供有效的知識創造與社群互動。同時，由於Web 2.0平台具有協同合作與互動等特性，使用者的知識分享意願亦會受到平台中的知識與流程(即Web 2.0選擇權)所影響，因此，使用者參與和分享是十分重要的議題。 為了有效管理這類社群網路平台的知識創造與持續創新相關活動，本研究進行了兩階段的調查。在第一階段中，主要探索Web 2.0對於合作學習的知識創造服務。本研究分析並分類1,042個 Web 2.0 網站，進而定義出兩種知識創造服務平台(經驗交流型與智慧累進型) ，以及五種Web 2.0服務模式，包含交換模式、整合模式、組織模式、協同合作模式與開放模式，由於這些服務模式具體描繪出現有Web 2.0的不同應用，因此能清楚地闡釋Web 2.0科技的運用模式與價值建立。 第二階段本研究根據認知理論，調查知識貢獻者的分享動機，包括認知有用性、社群認同感、利他主義傾向、認知娛樂性和Web 2.0自我效能，以及Web 2.0選擇權對於分享意圖的調節效果。本研究對象來自於全球性樣本，即第一階段中兩大類型Web 2.0平台的貢獻者，經驗交流型平台蒐集了568位有效樣本；智慧累進型平台則有694位有效樣本。結果發現，Web 2.0選擇權會顯著地影響使用者的知識分享動機。對於經驗交流型平台而言，高度的知識與流程選擇權會顯著地調節知識貢獻者的社群認同感、利他主義傾向以及Web 2.0自我效能對於知識分享的意圖；對於智慧累進型平台而言，低度的知識與流程選擇權會顯著地調節知識貢獻者的社群認同感與認知有用性對於知識分享的意圖，而高度的流程選擇權則會調節貢獻者的認知娛樂性對於分享的意願。因此，組織在提供Web 2.0服務時，無論是為了人際交流目的或是知識累積目的，皆需要妥善地利用Web 2.0選擇權，才能有效建立良善的知識分享循環之平台。 / Web 2.0 is a network on which individuals contribute to the development and distribution of content, tools, and software applications over the Internet. To provide different values to the users, various innovative Web 2.0 services, such as Wikipedia and Facebook, have emerged from this omnibus technological concept, and the Web 2.0 platform has been praised for providing an effective platform for knowledge creation and group innovation. For a cyclical flow of knowledge generation and reinvention, user participation and contribution become the most critical part of the platform. Meanwhile, due to the collaborative and interactive features of the platform, this user intention can be highly affected by the Web 2.0 options—i.e., the reach and richness of knowledge and processes enabled on the Web 2.0 platforms. In order to effectively leverage this kind of social network platform for knowledge creation and innovation sustainment, this study has two stages. In Stage one, it explores Web 2.0 knowledge-creating services for collaborative learning. More than 1,000 Web 2.0 application sites were analyzed and classified, and two types of knowledge-creating services with five service models were identified. The two services are called experience-socialization and intelligence-proliferation, and the service models are coined with the names of Exchanger, Aggregator, Organizer, Collaborator, and Liberator. These service models represent the diversity of existing Web 2.0 applications and provide a base for better communications of the operating patterns and value propositions of the Web 2.0 technology. In Stage two, based on cognitive theories, it examines the determinants of knowledge sharing and the moderating effects of Web 2.0 options on the sharing intention. Motivators such as perceived usefulness, community identification, altruism tendency, perceived enjoyment, and Web 2.0 self-efficacy were verified by frequent contributors of all types. A global sample from contributors of two major types of Web 2.0 platforms, experience-socialization platforms (N = 568) and intelligence-proliferation platforms (N = 694), were collected. The results confirm that user motivations to contribute are moderated by Web 2.0 options. For contributors to experience-socialization platforms high knowledge and process options can affect their sense of community identity, altruism tendency, and Web 2.0 self-efficacy towards sharing intention. For contributors of intelligence-proliferation platform, low knowledge and process options affect the user’s sense of community identity and perceived usefulness that shapes their intention to share. By the same token, high process options affect contributors’ feeling of joyfulness towards contributing on the platform. Organizations providing Web 2.0 services for either socialization purposes or knowledge retention purposes need to leverage Web 2.0 options properly in order to build effective platforms and nurture a strong, growing stream of knowledge contribution.

本論文目的在於調查大學生修習「商用英語聽力訓練」之動機及需求，並對教師的教學活動及學習者之策略習得進行深入探討。該課程係以專業英語（English for Specific Purposes）之理論為依據，設計為應用於商業場合之課程。本研究以國立政治大學商學院學生為受試者進行個案研究，藉以探討「商用英語聽力訓練」課程現況及可供改進之方向。 受試者修習「商用英語聽力訓練」之動機與需求係由期初、期末兩次問卷填答得知，並經由英語程度不同之學習者反映出其不同之學習需求，可提供授課教師作為規畫課程及選擇教材時之參考重點，藉以提高學習者之學習興趣，達到有效學習的目標。 本論文的另一重點在於「商用英語聽力訓練」中聽力策略之訓練與習得，聽力策略的分類乃依Oxford（1990）提出之理論為根據，探討有助於該課程之聽力策略及技巧為何。本研究藉由二十八小時之課堂觀察，進而分析授課教師如何進行策略訓練；另外，經由問卷、測驗兩方法測知受試者對於該課程中策略訓練的反應及策略習得之實際情況。由此結果歸納出可提高學生學習效果的聽力策略。 由以上的研究結果，本論文針對於學習需求及策略訓練方法歸納出改進「商用英語聽力訓練」課程之具體建議，以期日後對相關課程之學習者及授課教師都能有所助益。 / This thesis aims to explore the current situation of an “English Lab Course for Occupational Purposes” in college and to provide suggestions for further improvement. This study focuses on two aspects：one is the motivations and needs analysis of the students who take this course; the other is the training and acquiring of listening strategies in this course. This course is based on the theory of “English for Specific Purposes” and is designed for Business majors. All the subjects of this research are sophomores and seniors of the College of Commerce at NCCU. The subjects’motivations and needs are investigated through a questionnaire survey at the beginning and the end of the semester. This research reveals the different motivations and needs for efficient and less-efficient learners. The results may provide some helpful perspectives to assist teachers in selecting effective teaching materials and designing appropriate courses. The other emphasis of this study is on the training and acquiring of listening strategies in this course. The definitions and categories of listening strategies are based on Oxford’s theory (1990). The author sits in on the classes for 28 hours to observe and record the actual teaching and learning situations. In addition, both questionnaires and tests (pre-test & post-test) are utilized to examine the actual strategies the subjects employ. With reference to the results of the observation, questionnaires and tests, the author presents the most effective listening strategies of this course. Based on the conclusions of this thesis, some possible applications are proposed for an “English Lab Course for Occupational Purposes”. The author hopes these suggestions can enhance the development of relevant courses in the future.

本研究旨在探討年輕女性工作者的生涯阻隔、生涯動機和因應策略之關係。以台北地區25至34歲的年輕女性工作者為研究對象，以立意方式取樣，正式施測後共得326份有效問卷，使用的研究工具為「生涯阻隔因素量表」、「生涯動機量表」和「因應策略量表」，所得資料以描述統計、獨立樣本t考驗、單因子變異數分析、二因子多變量變異數分析及典型相關分析等統計方法進行處理。 本研究的主要發現為：第一，年輕女性工作者的生涯阻隔偏低，生涯動機偏高，較常採取問題解決和邏輯思考的因應策略，而較少採情緒逃離策略。第二，不同年齡、職業類型、總工作年資和婚姻狀況等背景變項的年輕女性工作者，在生涯阻隔、生涯動機與因應策略上達顯著差異，其中尤以職業類型最為顯著。第三，生涯阻隔高的年輕女性工作者較會採取情緒逃離策略，生涯動機高的年輕女性工作者則較會採取各種因應策略，而不同的生涯阻隔和生涯動機在情緒逃離策略上有交互作用效果。第四，生涯復原力和生涯洞察力愈高的年輕女性工作者，愈會採取正向因應策略，其中尤以企業型年輕女性工作者更為明顯；而事務型的年輕女性工作者總工作年資愈長，即使個人條件的阻隔較高，若擁有較大的外在支持，也較會採取正向因應策略。 最後，根據研究發現提出對年輕女性工作者、女性生涯諮商工作，以及未來相關研究之建議。 / The purpose of this study was to investigate the relationships among career barriers, career motivation and coping strategies of young female employees. By using the purposes sampling, there are 326 young female employees from 25 to 34 years old sampled in Taipei. The measure instruments include Career Barriers Inventory, Career Motivation Inventory and Coping Strategies Inventory. Data obtained were analyzed by descriptive statistics, t-test, one-way ANOVA, two-way MANOVA and canonical correlation. The major findings are as follows：first, young female employees had low career barriers and high career motivation, and they were more likely to use problem-solving and logic-thinking coping strategies. Second, young female employees with different age, total working years, occupational type and marriage situation were different in career barriers, career motivation and coping strategies, especially the occupational type. Third, young female employees with high career barriers were more likely to use emotion-escape coping strategies, and young female employees with high career motivation were more likely to use all kinds of coping strategies. There were interaction effect on emotion-escape coping strategies with different career barriers and career motivation. Fourth, young female employees with high career resilience and career insight were more likely to use positive coping strategies, especially enterprising young female employees. Conventional young female employees with long total working years, high barriers on individual conditions and good external support, they were more likely to use positive coping strategies. According to the findings, implications and suggestions for young female employees, career counseling for women and future researches were provided.

面臨到現今社會的激烈競爭，服務創新是應付此環境變化的趨勢之一，但大部分台灣的中小企業主並不知道如何將服務創新實踐在他們的企業中。另一方面，大部分中小企業主並不清楚什麼是服務創新，即使知道服務創新可以改善他們的事業，也缺乏實踐的勇氣。因此，為了改善以上的情況，本篇論文的主旨是引用動機理論來建構小客製化的小故事廣告來激勵中小企業主，並讓他們明白服務創新的好處且有勇氣去實踐。為了達到這個目標，我們使用機率擴展有限狀態機(Probabilistic Extended FSM)作為實踐的方法，利用Dramatica的故事元素和十種創新類型的元素並以三幕劇來建構故事架構，在整合中小企業主的相關資料形成完整的激勵故事。從該激勵故事中，中小企業主可以得到一些啟示，改善岌岌可危的業務以實現他們心中的理想。 / Service innovation is one of the tendencies to cope with the environmental change in the current fierce competition, but the most SMEs in Taiwan don’t know how to put service innovation into practice in their business. On the other hand, the most SMEs don’t know what service innovation is; however, even they know service innovation could rescue their poor business; they have no courage to do so. For these reasons which mentioned above, the aim of this research is to reference the motivation theory and try to generate the mini customized advertising-like to stimulate SMEs and let them know the advantage of service innovation and have confidence to do so. In order to achieve this goal, we use Probabilistic Extended FSM as the implementation approach to integrate the private information of our target SMEs with the story framework which is constituted by the three-act Structure including the Dramatica elements and the elements of ten types of innovation. By this kind of stimulating mini customized advertising-like story, the SMEs could get some enlightenment to ameliorate the precarious business to achieve the ideal of their mind.

全球第一大社群網站 Facebook，在 2007 年推出的 Facebook 粉絲專頁（Fan Page），是一個公開的介面，集合了娛樂、社交、資訊尋求三項商業行銷功能。根據 Facebook 官方統計，目前共有 118 萬個粉絲專頁，由一百多萬個公司團體開立，更吸引了超過 5 億 3,000 萬人次粉絲。近年來，台灣食譜 Facebook 粉絲團備受關注，本研究將探討網友對 iCook 愛料理粉絲團的使用動機。 其次，本研究目的，在探討 iCook 食譜粉絲團之「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」之意涵。探討人口統計變相對「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」的顯著差異性。檢定「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」具有顯著關係。經由量化分析與質化訪談之相關研究，針對iCook食譜粉絲團提出行銷策略建議。 本研究以 馬斯洛《需求層級理論》，探討 Facebook 粉絲團的閱聽眾使用動機，針對經常瀏覽 iCook 粉絲團的常用使用者為研究對象，本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷 506 份，並針對 iCook 愛料理網站創辦人、美食部落客、粉絲團會員重度使用者進行深度訪談。 研究結果顯示， iCook 食譜粉絲團以女性家庭主婦和上班族為主，年齡層以26-45 歲居多，教育程度以大學為最多，居住地區以北部為主。在使用動機、資訊來源及服務品質對於顧客滿意度有顯著正相關；使用動機、資訊來源及服務品質及顧客忠誠度有顯著正相關；顧客滿意度與忠誠度有顯著正相關。 經質化與量化分析，本研究對於 iCook 食譜粉絲團之行銷策略建議如下： 1. 提供豐富多樣的食譜資訊，讓使用者感覺有其價值性 2. 善用社群口碑行銷傳播，以內容取代廣告創造利基 3. 優化服務與開拓異業結盟機會，有助品牌知名度與滿意度 　　綜合上述，以鞏固其品牌忠誠度，朝長久經營之路邁進。 / Facebook, the biggest social network site in the world, launched the Page service in 2007. It is a public platform including entertainment, social contact and information seeking functions for business and marketing. According to the official statistics from Facebook, there are currently 1.18 million Facebook Pages created by more than 1 million organizations, attracting more than 530 million users. In recent years, the cookbook’s Facebook Pages in Taiwan attract more attention than before therefore the research is going to discuss the motivation of fans using iCook Facebook Page. Furthermore, the purpose of this study is to explore using motivation, sources, service quality, customer satisfaction and customer loyalty for iCook Facebook Page. To analyze the demographic variables differences on using motivation, information sources, service quality, customer satisfaction, customer loyalty differences. Also to test the relation between using motivation, information sources, service quality, customer satisfaction, customer loyalty. Through quantitative and qualitative research methods, provide marketing strategy recommendation. The study is based on “Maslow's Hierarchy of Needs Theory” and investigates Facebook Page audiences’ usage motivation. The target research group is the user who visits iCook Facebook Page frequently. In order to give consideration to both quantitative and qualitative approach, this study adopts questionnaire survey and in-depth interviews for research methods. There are 506 effective questionnaires from the Internet survey and conducts the in-depth interviews to iCook founder, Cuisine Bloggers and heavy users. The result indicates that the users of iCook Facebook Page are mainly female, housewife and office worker by occupations, the age between 26 and 45, education background is college and above, living around the northern Taiwan. The using motivation, information sources and service quality have a significant positive correlation with customer satisfaction, as well as customer loyalty. Therefore the service quality and customer loyalty are positive correlation. Based on the quantitative and qualitative analysis, this study suggests that iCook Facebook Page should apply more Social Media Marketing strategies and several recommendations as follows: 1. Providing various recipe for readers to let users feel valuable. 2. To leverage the power of Word of Mouth Marketing (WOMM) and to replace the advertisement to content in order to create the niche. 3. Optimizing the web services and features to expand cross-industry strategic alliance opportunities, it helps to promote the brand image and reputation.

2009年6月30日政府開放陸資來台投資，經濟部統計至2012年4月止，累計核准陸資來臺投資件數為246件，核准投(增)資金額計2億8千萬美元。陸資來台基本上仍處小規模、試探性階段。在兩岸經貿關係逐步深化之後，政府未來是否有比照僑外投資方式開放陸資來台投資之可能，使陸資來台投資，轉化為我國經濟發展的正面能量，值得探討。因而，本研究之目的如下：(一)探討陸資來台投資之動機(二)陸資與外資來台投資政策及規範之比較分析(三)提出具體建議提供政府擬定陸資來台投資政策之參考。 本研究以文獻分析及個案深度訪談方法，就陸資來台投資之製造業、服務業中選出具代表性個案，計4家陸資企業進行訪談；另為陸資與外資來台投資政策及規範之比較分析，選定2家具代表性外資企業進行訪談，以為本研究之目的進行探討，並提出具體政策建議。 研究發現陸資來台投資動機主要為獲取先進技術與經營管理經驗、響應中國大陸政府對台投資政策、拓展市場，擴大出口，進行全球化佈局等，來台投資除企業對外投資經濟層面動機外，尚有響應中國大陸政策，積極推動陸資企業來台投資佈局之政策性動機存在。而就陸資與外資來台投資政策差異，政府主要對陸資採「先緊後鬆、循序漸進、先有成果、再行擴大」的原則政策，對外資則採獎勵投資、減少外人投資障礙之開放政策；在陸資來台投資項目係採正面表列，所開放的項目係以國內發展成熟且不會對國內經濟造成負面衝擊的產業為主；而外資來台投資項目則採負面表列方式管理，除少數基於國家安全、公共秩序、善良風俗或國民健康考量及法律明定或國際協定予以禁止以及部分特許行業加以有條件限制外，均予以開放，開放程度已達95％以上。 本研究提出具體建議提供政府擬定陸資來台投資政策之參考，建議政府可參照開放外資投資政策，擴大開放陸資來台投資政策，將陸資來台投資項目從正面表列改以開放的負面表列管理，惟就擴大開放陸資來台投資政策下，政府對相關可能造成負面衝擊之影響，建議亦應有相關配套產業政策：如推動兩岸新型產業合作、輔導弱勢產業轉型與升級，以因應未來擴大開放趨勢、關鍵技術產業智慧財產權之保障、儘速簽署投資保障協議等，以為因應，降低衝擊之影響。另就陸資來台投資法令規範，建議建立完善投資審查機制，以防衛國家安全及因應關鍵技術流失之不利衝擊，另建議放寬大陸人員來台進出之法令、陸資購置不動產相關法令，以利陸資來台投資。 / Taiwan’s Government deregulated the investment capital of Mainland China in Taiwan on June 30, 2009. According to the statistical data of Ministry of Economic Affairs, up to April 2012, Mainland China investment in Taiwan has accumulated to 246 cases and the accumulated amount of investment (incl. capital increase) is US$280 million. Basically, the Mainland China capital investment in Taiwan is still in small scale. Following the gradual deepening of cross-strait economic and trading relationship, it is worthwhile to probe into the possibility of treating the Mainland China capital investment in Taiwan as ordinary foreign investment in Taiwan and turning it into positive energy of the economic development of Taiwan. The purposes of this research are such as following: 1) The motive of Mainland China capital investing in Taiwan, 2) Comparison and analysis of the policies and regulation of Mainland China capital and traditional foreign investment, and 3) Proposing practical suggestions for reference of the government in formulating Mainland China capital investment policy. By Literature Analysis Approach and in Case Interview Method, the research selected representing cases of Mainland China investment in manufacturing and in services industries. There were 4 Mainland China capital enterprises interviewed. Also by comparative analysis on the policies and regulations of traditional foreign investment and Mainland China capital investment, two representing foreign invested enterprises were interview. The efforts pointed directly to the purposes of the research as well as providing practical policy suggestions. It is found that the motives of Mainland China capital investment in Taiwan are mainly in obtaining advance techniques and operating and management experience, echoing the Taiwan Investment Policy of Mainland China government, developing market, expanding export and globalization deployment. Besides the economic motives in foreign investment of the Mainland China enterprises, they are also echoing the policy of mainland China government and actively to deploy their investment in Taiwan. In the difference of policies of Taiwan Government toward Mainland China capital and traditional foreign capital, Taiwan government is working in the principle of “Tight firstly then loose, Moving progressively, See the result before expansion” to the Mainland China capital investment, while it is in encouraging and reducing barrier to foreign investment to the traditional foreign investment. Under the control of Mainland China capital, it is subject to positive listing, and the items opened is the industries that are matured and will not result in negative impact on the domestic economy. In addition, under the control of foreign capital investment, it is rather in negative listing, that only the industries are excluded based on national security, public order, decent customs or national health, or those forbidden specifically under law or international treaty, or the charter business, all others are opened and the level of open reached 95%. This research provided practical suggestions for the reference of government in formulating the Mainland China capital investment. We suggest that the government shall take reference of policy for opening foreign investment to expand the scope for Mainland China capital investment and turn the positive listing to negative listing in administration, but under the expanding liberalization of Mainland China capital investment, the government shall guard off the negative impacts with packaged industry policy such as new cross-strait industry cooperation, assisting the transformation or upgrading of disadvantage industry to cope with future expansion, Key techniques industry and intellectual property right protection and speed up investment protection treaty, so as to reduce the impact. In the part of legislation and regulatory of investments of Mainland China Capital, it is suggested to build complete investment review mechanism to defend national security and to cope with the unfavorable impact resulted from loss of key techniques. We will also suggest deregulating the purchasing of real estate to induce the investment of Mainland China capital under the control of the entry and exit of Mainland China people.

本研究對象為夜市利害關係人與消費者，欲探討夜市科技導入之使用者需求，以找出夜市科技需求為目的。本研究的研究方法，第一階段透過學理基礎分析為基礎，將夜市各領域文獻與產業現況進行整合，且實地走訪夜市，進行環境掃描，並透過質化的深度訪談，探討夜市利害關係人的需求，嘗試以不同使用者角度與參與治理觀點角度切入，找出目前產業現象所知的使用者需求之外，再找出其他潛在的使用者需求。 第二階段以質化深度訪談結果建立量化的網路問卷，以統計數據分析消費者心理，在相關分析中顯示影響夜市的科技應用與使用科技的知覺價值互為顯著正相關；而在多元迴歸分析中顯示影響夜市的科技應用對影響夜市消費者使用科技的行為態度、使用科技的知覺價值對影響夜市消費者使用科技的行為態度、夜市消費者使用科技的行為態度對夜市消費者使用科技的意願等三個路徑結果中皆有變數為顯著正相關，透過分析結果驗證消費者對於科技使用需求的心理特質，以提供符合夜市供需雙方之使用者需求設計。 第三階段彙整出夜市科技使用者動機與需求結果，提出對夜市具參考性的科技使用需求機制與功能規劃，並進行數位內容應用建置與規劃，設計夜市APP數位內容，呈現系統架構、流程規劃與介面建置，改善夜市遭遇之問題，供未來其他研究者參考或應用於數位內容應用開發與實務上。 總結，本研究成果為：（1）彙整出夜市產業對於數位科技應用的需求與想像。（2）依據使用者需求規劃出夜市科技的系統架構與流程，並設計出夜市數位內容應用介面。（3）最終，解決夜市產業面臨的困境，增加整體對於夜市發展的參與度，提昇夜市競爭能力，供未來研究者與開發設計者能參考。 / The subjects of this study are night market stakeholders and consumers; the study aims to explore user demand for the introduction of technology to night markets, and to determine the demand for night market technology. The research methods employed by this study are as follows: the first part of this study is based upon theoretical foundation analysis, and combines literature related to a variety of fields related to night markets with the current state of the industry. Furthermore, on-site interviews were conducted at night markets, and surveys of the night market environment were conducted; in addition, qualitative in-depth interviews were used to determine the demands of night-market stakeholders. These methods also attempt to determine known user demands according to current industry conditions, in addition to determining other potential user demands from different user and administrative perspectives. In the second part, the results of in-depth qualitative interviews are used to establish a quantitative online questionnaire; statistical data analysis of consumer psychology and correlation analysis reveal that there is a significant and positive correlation between night-market-influencing technology applications and the perceived value of technology use; furthermore, multivariate regression analysis shows the following: according to three pathway results, variables with positive and significant correlations exist for the effect of night-market-influencing technology applications on the behavioral attitudes of night market consumers to using technology, the effect of the perceived value of technology use on behavioral attitudes that influence technology use by night market consumers, and the effect of behavioral attitudes of night market consumers towards technology use on the willingness of night market consumers to use technology. An analysis of these results was used to verify the psychological characteristics of demand for consumer technology use, and to provide a user demand design that is compatible with supply and demand conditions of night markets. The third section of this paper summarizes results related to the motivations and demands of night market technology users, and proposes technology user demand mechanisms and functional plans with referential value for night markets. Furthermore, this section describes the establishment and planning of a digital content application, design of digital content for the night market app, the system framework, and conduction of process planning and interface set-up. In addition, it addresses how the issues encountered by night markets can be resolved, and provides reference for future researchers, which can be applied to digital content application development and practice. The results of this study are as follows: it summarizes the demands and vision of the night market industry with regard to digital technology applications. According to the demands of users, it plans a system framework and process for night market technology, and designs a digital content application interface for night markets. Finally, it resolves difficulties encountered by the night market industry, and improves the overall level of participation in night market development, in addition to improving the competitiveness of night markets. Furthermore, it provides a reference for future researchers.

2016年全球半導體產值約 3,270 億美元，台灣半導體產值佔全球的23%，繼續蟬聯全球第二大半導體產業大國，排行僅次於美國。此外，台灣以出口為導向，根據我國財政部統計，2017上半年積體電路出口金額占整體出口總值的27.6%，是我國最主要的出口產品，可見半導體產業對台灣的影響力不言而喻。 近年來半導體併購浪潮興起，台灣廠商也無法置身事外，最受矚目非日月光與矽品的非合意併購案莫屬。一般學術論文對於非合意併購案的探討，著重於併購前的動機與併購後的綜效，鮮少討論雙方在併購過程中的攻防。故本研究欲以動態競爭觀點，並考量政府對併購成敗的影響，來找出矽品最後同意日月光共組控股公司之提案的原因，並分析此合併案對全球封測產業所造成的影響。 本研究發現雙方在合併前，應用產品及地區的市場共同性，分別呈現上升及下降趨勢，透過收購矽品，日月光不僅能追趕其主要競爭對手在車用電子的領先地位，更可以降低營收過度集中於北美的風險。另外，雙方在台灣及中國的專利申請數量有下降趨勢，但在美國專利的申請數有明顯增加且資源相似性也呈上升趨勢，故推論日月光收購矽品可鞏固其在北美市場的領導地位。總而言之，雖然日矽合併案被外界視為雙贏結果，但客戶轉單、中國商務部的限制條件及收購溢價偏高可能使得此合併綜效有限。在面對中國封測產商崛起、封測產業的市場集中度上升及半導體產業中下游界限越來越不明確的情況下，雙方合併為必然之勢。 / The worldwide semiconductor market grew 1.1% in 2016 to $338.9 billion USD, in which Taiwan accounts for 23% of the total output. Taiwan continues to rank as the world's second largest semiconductor industry, with the first being America. Taiwan is export oriented, and from the statistical data provided by the Ministry of Finance, the shipment of integrated circuit exports accounted for 27.6% of gross export value in the first two quarters of 2017. This indicates that integrated circuit is an important export product and that the semiconductor industry is of great importance to Taiwan. The recent and unprecedented M&A waves in the semiconductor industry caused major changes and created impact on Taiwanese semiconductor firm. The recent case that drew most attention is the M&A between ASE (Advanced Semiconductor Engineering, Inc.) and SPIL (Siliconware Precision Industries Co., Ltd). While most academic theses focus on the acquiring firm’s motive and post-M&A synergy, the offense and defense strategies during the M&A process are rarely explored. This research aims to focus on reasons why SPIL agreed on ASE’s proposal to form a joint venture holding company and the impact on the global OSAT (Outsourced Semiconductor Assembly and Test) industry after this M&A. This thesis utilized the dynamic competitive perspective and identifies government’s impact on M&A. The study finds that before the merger, the commonality of product shows an upward trend while the commonality of region market presents a downward direction. This merger not only assists ASE to catch up with its leading competitors in the automotive electronics sectors, but also reduce the revenue concentration risk, given that its major sales is in North America. In addition, the number of patents filed by both companies in Taiwan and China has declined, but the number in the United States has increased significantly along with an escalating resource similarity. Therefore, the research concludes that the acquisition of SPIL can consolidate ASE’s leading position in the North American market. To sum up, the merger of ASE and SPIL is regarded as win-win outcome. However, the M&A has risks, such as customer attrition, restriction from The Ministry of Commerce of the People's Republic of China (MOFCOM) and merger overpayment. Such uncertainties may reduce synergy. Nevertheless, in the face of the rise of China's OSAT business, the market concentration of OSAT industry, and the increasingly unclear boundary between the middle and downstream firms, the merger of the two firms is inevitable.

N世代青年族群是開始以網路為主，資訊傳遞翻轉的新興世代，本研究藉由資訊-動機-行為技能模式（簡稱IMB模式）瞭解影響青年族群正確用藥行為的因子，探討青年族群醫藥素養、個人態度、用藥自我效能、行為障礙感知、醫藥傳播資訊暴露程度及正確用藥行為的發展現況，藉此發現喚起病人或家屬對病人安全及醫療風險認知的切入點，並增加警覺及主動積極性行為，與醫藥人員共同合作。為自己的健康狀態把關。 本研究所採用的方法是網路問卷調查，針對1977年到1997年出生的N世代青年族群蒐集資料，共獲得1,198份有效問卷。 本研究發現青年族群整體的用藥行為偏向經常做到，其中實踐程度由高至低依序為堅持正當藥品取得方式、主動告知身體狀況、看清楚用藥標示和主動諮詢專業。青年族群九成九以上有高醫藥素養，有六成以上的受訪者得到滿分。大部分青年族群偏向「同意」有正向的用藥態度；自我效能整體的認同度偏向於「同意」。受訪者對於用藥行為障礙感知程度整體偏向「不同意」有用藥行為障礙。 多數青年從媒體獲得醫藥資訊的頻率偏向「每月1~2次」為主。整體面向暴露由高至低為專業管道、傳統大眾媒體及新興網路。青年族群前三大醫藥資訊暴露管道依序為Facebook、電視、醫護人員，而BBS、大眾運輸工具看板、海報、傳單、宣傳手冊、產品包裝等是接著依序常用的管道。 醫藥素養只對堅持正當藥品取得方式有統計顯著正向預測力。個人態度和自我效能與用藥行為的四項依變項主動告知身體狀況、看清楚用藥標示、堅持正當藥品取得方式和主動諮詢專業，在相關分析及階層複迴歸分析都顯示有統計顯著正向相關。行為障礙感知與用藥行為的四項依變項主動告知身體狀況、看清楚用藥標示、堅持正當藥品取得方式和主動諮詢專業，在相關分析及階層複迴歸分析都顯示有統計顯著負向相關。 傳統大眾媒體與主動告知身體狀況、看清楚用藥標示和主動諮詢專業，在相關分析顯示有統計顯著正向相關，但階層複迴歸分析都未有統計顯著預測力；堅持正當藥品取得方式在相關分析及階層複迴歸分析都是顯著負向相關。新興網路與主動告知身體狀況和主動諮詢專業，在相關分析及階層複迴歸分析顯示都有統計顯著正向相關；新興網路與看清楚用藥標示，在相關分析顯示有統計顯著正向相關，但階層複迴歸分析未有統計顯著預測力；新興網路與堅持正當藥品取得方式在相關分析及階層複迴歸分析都是顯著負向相關。專業管道與主動告知身體狀況、看清楚用藥標示和主動諮詢專業，在相關分析及階層複迴歸分析顯示都有統計顯著正向相關；專業管道與堅持正當藥品取得方式在相關分析是顯著負向相關，但階層複迴歸分析中是無統計顯著預測力。 本研究的主要貢獻是證實藉由IMB模式的各項因子，都能有效預測部分或全部的正確用藥行為，尤其是個人態度、自我效能及行為障礙感知這三面向，並且呼應行為技能是影響行為的重要關鍵。因此往後如果有醫藥行為要推廣或宣傳時，就可以藉助IMB模式的因子為原型、大綱，相信會有更好的效果產生，也希望有人可以做後續相關研究，證實IMB模式的可行性。 / The Net Generation is the first generation to grow up in the digital world. The goal of this study is to understand the medical behavior of the Net Generation using the information-motivation-behavioral skills (IMB) model and the conditions of health literacy, personal attitudes, medical self-efficacy, the perception of behavioral barriers, the level of media exposure and medical behavior. To emphasize patient safety and medical risks, we tried to find the way to improve the awareness and active behavior to cooperate with medical professionals and to maintain self-health. The 1,198 effective samples were collected from people who were born between 1977 and 1999 through a web questionnaire. The study found that the Net Generation usually had correct medication-taking behavior. The frequency of the behavior from high to low was obtaining medicine through official channels, actively telling self-conditions, clearly reading medication labels, and actively consulting medical professionals. Over 99% of the participants had high health literacy and over 60% got full scores. Most of the participants tended to agree that they had positive personal attitudes and self-efficacy but disagreed they had the perception of behavioral barriers. Most of the participants obtained medical information through media once or twice a month. The exposure to media from high to low was professional channels, traditional mass media, and internet. The exposure to media channels in order were: Facebook, television, medical professionals, BBS, public transportation boards, and advertising brochures. Health literacy could only positively predict actively telling self-conditions. Personal attitudes and self-efficacy could positively predict four dependent variables of correct medication-taking behavior including obtaining medicine through official channels, actively telling self-conditions, clearly reading medication labels, and actively consulting medical professionals. And, the perception of behavioral barriers could negatively predict them. There were some statistically positive correlations between traditional mass media and correct medication-taking behavior including actively telling self-conditions, clearly reading medication labels, and actively consulting medical professionals. However, there was no prediction in hierarchical regression. There was a statistically negative correlation in Pearson’s correlation and hierarchical regression between traditional mass media and obtaining medicine through official channels. There were statistically positive correlations in Pearson’s correlation and hierarchical regression between internet and actively telling self-conditions or actively consulting medical professionals. However, there was a statistically negative correlation between internet and obtaining medicine through official channels. There was a statistically positive correlation between the internet and clearly reading medication labels but there was no prediction in hierarchical regression between them. There were statistically positive correlations in Pearson’s correlation and hierarchical regression between professional channels and actively telling self-conditions, clearly reading medication labels, or actively consulting medical professionals. There was a statistically negative correlation between professional channels and obtaining medicine through official channels but there was no correlation in hierarchical regression. The main contribution of this study was to support the argument that the IMB model could predict correct medication-taking behavior, especially when personal attitudes, self-efficacy and the perception of behavioral barriers are looked at. Therefore, behavioral skills were the key to correctly using medication. If someone wants to do medical behavior promotions, then the concept of the IMB model could be very effective.