所謂都市服務設施係指「提供社會、文化、經濟、政治與宗教等服務機能之都市設施」。但由於都市服務設施的種類與使用性質的不同，對都市環境或生活品質也產生不同的影響，有些對環境有正面的「迎毗」效果，有些卻會產生負面的「鄰避」效果，而有些則是迎毗效果與鄰避效果同時存在。 　　以往有關鄰避效果的研究，無論是國內外多只是就個案或是某類設施進行探討，在界定迎毗效果與鄰避效果時也過於主觀，因而對具有鄰避效果之設施的探討未盡完整。因此本研究運用環境行為的研究方法，以台北地方生活圈為研究範圍，自居民的接受意願與鄰避指數來界定鄰避效果，並尋求都市居民為何會對都市服務設施產生鄰避的心理或行為，以及影響鄰避的因素，最後驗證本研究所建立的都市服務設施鄰避效果之概念模式。 　　根據研究成果所獲得的結論與建議如下： 　　一、本研究所建立的「都市服務設施鄰避效果」概念模式有資訊、動機、環境態度、經驗、個人屬性、與都市階層等六個概念因子，而中介因子為接受意願。 　　二、根據都市居民的接受意願可以將都市服務設施劃分為「不願意接受」、「接受意願態度混雜」、與「願意接受」三個層級；而以鄰避指數度量鄰避效果，則可發現都市服務設施的鄰避效果依輕重程度可以劃分為四個等級：「不具鄰避效果」、「輕度鄰避效果」、「中度鄰避效果」、與「高度鄰避效果」。 　　三、大多數的環境認知與態度不會因受訪者所在的都市階層不同而受影響。而將環境認知與態度經因子分析操作後，各都市階層抽出的因子結構不甚相同，經調整後可得出四個影響都市服務設施接受意願的因子，分別是資訊、環境態度、動機、與經驗。此外，檢驗概念模式中的概念因子與接受意願的互動關係，發現除了經驗與都市階層二個因子與研究假設一致，其餘三個都與假設有所差異。 　　四、策略建議方面：建議從法規面、規劃者角色定位、土地使用規劃、及都市服務設施管理方面考慮改善鄰避效果之策略。 / Urban service facilities are those that provide "social, cultural, economic, political, and religious functions." Due to different types and functions, these facilities will have varied impacts on environment. Some are positive, and hence "YIMBY" (Yes-ln-My-Back-Yard) facilities; some are negative, and hence "NIMBY" (Not-ln-My-Back-Yard) facilities; some have both effects. 　　Previous studies dealing with NIMBY effects were mostly case studies or studies that focused on certain types of facilities. In addition, most previous studies were based on subjective concepts to define NIMBY effects. Therefore, this thesis adopts Environment-Behavior research method to study NIMBY effects of urban service facilities in Taipei area. Using the "willingness-to-accept" concept and the "NIMBY indicator," this thesis defines NIMBY effects of urban service facilities. This thesis also seeks to explore why citizens demonstrate NIMBY syndrome, and what factors affect NIMBY syndrome. The conceptual model of NIMBY effects is verified as well. 　　The conclusion and suggests are as follows: 　　1. The conceptual model of "NIMBY effects urban service facilities" consists of information, motivation, environmental attitudes, experience, personal attributes, and urban hierarchy. The intervening factor is the willingness to accept. 　　2. According to the willingness to accept, urban service facilities can be categorized as "not-willing-to-accept," "mixed attitudes," and "willing-to-accept." Using the NIMBY indicator concept to measure NIMBY effects, NIMBY effects can be classified as "no NIMBY effects," "small NIMBY effects," "moderate NIMBY effects," and "serious NIMBY effects." 　　3. Most environmental attitudes will not vary in different urban hierarchies. The results of factor structures of environmental attitudes are varied in different urban hierarchies. After adjustment, four factors influencing the willingness to accept urban service facilities can be extracted: information, environmental attitudes, motivation, and experience. In addition, in examining the relationships between the conceptual model and the willingness to accept, only experience and hierarchies are consistent with our hypotheses. 　　4. This thesis suggests four possible directions to mitigate NIMBY effects and the NIMBY syndrome: regulations, planners' roles, land use planning, and urban facility management.

本研究探討服務設計、展覽體驗、體驗價值、顧客滿意度與推薦意願之關聯，以2010年台北國際花卉博覽會為例。主要研究目的是想了解花博園區的服務設計內容，是否會使前往花博的顧客有不同的體驗經驗，間接增加體驗價值，進一步使滿意度增加，進而願意推薦親朋好友前往參觀？也想了解是否因為顧客個人因素的不同，導致不同的體驗價值與顧客滿意度？ 本研究有效紙本問卷有136份，有效網路問卷有461份，全部問卷共597份。利用典型相關與迴歸分析，發現良好的服務設計將會帶給花博顧客正向的展覽體驗；良好的展覽體驗提高體驗價值；較高的體驗價值使顧客對此次花博擁有較高的滿意度進而使推薦意願提高。接著透過MANOVA、ANOVA、多重比較與T檢定，發現參觀花博的時間不同，對於體驗價值與顧客滿意度有所差異；而第一次參觀花博月份的不同，使滿意度有所差異；累計參觀花博次數不同，對於體驗價值與滿意度也會有所差異。 / In this study serive design, exhibition experience, experiential value, customer satisfication and recommendation are used to investigate the 2010 Taipei Flora Expo. The main purpose is to understand how the host organization service design used in the Flora Expo, caused tourists to have different experiences, increased experiential values, satisfication and recommendation. The study will also investigate whether different personal factors will cause different experiential values and satisfication. There are 136 subjects from paper questionnaire and 461 subjects from on-line questionnaire. Total subjects are 597. Using Canonical Correlation, Regression, MANOVA, ANOVA, Post Hoc and T test the resulting data is as follows： 1. Service design had a positive correlation to experiential marketing. 2. Experiential marketing had a positive correlation to experiential value. 3. Experiential value had a positive correlation to satisfaction. 4. Satisfaction had a positive correlation to recommendation. 5. Different visiting days (weekday, weekend, both) had different experiential value and satisfication 6. During the month (11-12, 1-2, 3-4) of people visting for the first time had different level of satisfication. 7. The amout of times (1, 2, above 3 times) visiting the expo had different experiential values and satisfication.

近年來，超高大樓型式之指標性建築，逐漸成為城市行銷的重點，並作為許多新興國家重新建立城市品牌，提升國際地位的利器。成功的指標性建築不僅可以吸引外國訪客，為當地增加觀光收入，更可以作為居民情感上的依歸，加強社群連結，增加歸屬感。本研究主要是以台北101為例，採用個性契合度為主軸，探討指標性建築與訪客間之關係如何影響其本身對於訪客的吸引力。而指標性建築是否真能增加城市之吸引力，而又應該與城市如何合作，始能增加雙方的吸引力，達到互蒙其利的效果。 本文研究架構主要包含台北101與消費者個性契合度、台北101與台北市個性契合度、以及旅遊知識分別與台北101、台北市之喜愛度、未來造訪意願以及推薦意願彼此間的交互關係。 研究結果顯示，對外國訪客而言，真實自我(理想自我)與指標性建築之個性契合度愈高，則對於指標性建築的未來造訪意願以及推薦意願(喜愛度)愈高。而對於指標性建築的喜愛度愈高，則對城市的喜愛度以及城市與指標性建築本身之未來造訪意願以及推薦意願有正向影響。而指標性建築與所在城市之個性契合度愈高則對於指標性建築的喜愛度、未來造訪意願以及推薦意願有正向影響。此外，旅遊知識多寡，對於城市與建築的喜愛度與未來造訪、推薦意願皆有正向影響。另一方面，對於本國居民而言，真實自我與指標性建築個性契合度愈高對於指標性建築之喜愛度有正向影響而對於推薦意願有負向影響。而指標性建築的喜愛度愈高對於城市的喜愛度、未來造訪意願以及推薦意願有正向影響。此外，指標性建築與所在城市個性契合度愈高，對於指標性建築之喜愛度、未來造訪意願以及推薦意願有負向影響，而對於城市之喜愛度與推薦意願則有正向影響。