本研究以上海市社會局為主體，探討其從1945年10月至1949年4月間各項業務執行的情況及其市民生活的關係。首先從社會局的職權與人事談起，社會局最早成立於1927年7月，負責農工商業相關行業的註冊、處理勞資糾紛與相關統計。一年後職權增加了對人民團體和社會福利機構的管理，也負責各種度量衡器具的檢定，戰後再增加糧食管理及書報影劇審查兩項工作。就人事方面而言，社會局局長以吳開先在任的時間最長，同時他也出任市黨部的執行委員會委員。另外針對1948年社會局全體公務員的學經歷進行分析，發現49歲以下的職員占絕大多數，以學歷而言，超過半數的男性職員受過不同程度的高等教育，女性職員是以中學學歷者占多數，附屬機構的公務員則更年輕，學歷也相對較低。與戰前的社會局相比最大的特點在小學以下的成員大幅減少和隨著局長異動而大量換人的情形也不復存在。 本研究的其他部分皆與社會局如何執行它的職權有關，分為四大主題：(1)報紙、雜誌、通訊社審查；(2)電影戲劇審查；(3)調整工資及調解勞資爭議；(4)對人民團體的管理。 在報紙、雜誌、通訊社審查部分，共舉行了三次大規模清查措施，只有1949年3-4月的「報刊總清查」才有比較主動的抽查措施。在獲准發行的報紙與雜誌中有一個特點，就是越晚獲得許可的刊物轉呈次數越多，可見社會局沒有最終決定權。在沒有獲得發行的報紙與雜誌中，社會局常以「申請手續不完整」的理由(包括各種文字)讓申請案無法通過，數量上甚至多過發行後才被查禁的。 社會局對電影影片的審查是某種形式上的複審，重點是核對內政部發給的准演執照是否相符。劇團、票房和俱樂部審查強調的重點是表演內容，包括所有劇本、科白與節目流程都要申請核准方能表演。總計3202部電影中未通過審查的只有28部，凡是有墮落的、不符現實的場景與情節都會被要求刪減或修改。劇本審查方面，可能出於受戰爭影響無暇創作或比較容易通過審查，大多以重演舊的劇目為主。 工人工資的調整以市政府每月發佈的生活費指數乘上1937年6月的底薪為計算方式，與糧食價格互相比較，貨幣購買力逐確實漸下降，使得多數工人不足以養家活口，所以勞資爭議越來越多。而就勞資爭議進行分析，以有沒有發生罷工停業分為兩類，有罷工停業的案件有589件，沒有罷工停業的則有5521件。就行業類別來看，與上海的產業結構相符，以紡織業最多。從具體的個案討論中，社會局確實努力促成和解，但卻沒有能力預防與阻止勞資爭議與暴力衝突。 人民團體分為資方的同業公會、勞方的工會、與一般民眾的社會團體，三者的數量在戰後四年間皆有顯著的成長。從電影院公會的例子可以看出，公會與社會局爭執的焦點在票價的調整，還有公會也必須負責各種臨時性或經常性的賑災捐款。相關資料也顯示，社會局對於勞工福利設施推行不力，也無法控制工會基層組織，在那些被共產黨吸收的工會中，社會局只能在警察局取締之後，解散工會再加以重組，無法有效防止共產黨的滲透。社會團體的問題在於社會局僅僅做到登記的工作而無法加以有效的管理，即使是國民黨成立的團體也是如此。 整體來說，社會局在這四年的時間裡，雖然進行很多種的社會統計，也透過機關刊物向民眾進行法令宣傳，但被動的登記成效比較好而主動執行力不足，其中又以無法有效防止勞資爭議與積極管理各種人民團體為主要缺點。 / This thesis draws on archival data from Shanghai’s Bureau of Social Affairs (Shehui ju 社會局) to examine how this organization undertook its duties between October 1945 and April 1949 (the period of the Chinese Civil War), as well as its impact on the lives of ordinary citizens. Founded in July 1927, the Bureau was initially responsible for the registration of agricultural and industrial sectors, resolution of wage disputes, and compilation of business statistics. It was subsequently burdened with additional duties, including the oversight of civic organizations and social welfare institutions, examination of measurement tools, regulation of foodstuffs, and censorship of publications. The thesis begins with a discussion on the Bureau’s administrative structure and personnel. Director Wu Kaixian had the longest incumbency of all the staff members, and also served as a commissioner in the Executive Committee of the KMT’s City Party Office. In terms of the backgrounds of public servants who worked at the Bureau, the data collected indicates that in the year 1948 most were less than 49 years of age. Over half of the male civil servants had received various higher education degrees, while the most of the women merely had secondary educations. The staff members of the Bureau’s affiliated institutions were generally younger and had lower educational levels. The period covered by this study differed from the prewar years in witnessing fewer people with only preliminary educational background, while personnel changes became less relevant following the appointment of new Directors. The rest of the thesis centers on how the Bureau executed its authority and carried out its duties, with the subject matter being divided into the following four categories: 1) Censorship of newspapers, magazines, and news agencies; 2) Censorship of motion pictures and dramas; 3) Reconciliation of wage and labor disputes; 4) Governance of civic organizations. Three large-scale censorship campaigns involving newspapers, magazines, and news agencies were undertaken, but only the “General Censorship” from March to April 1949 witnessed proactive measures. In considering censored newspapers and magazines, it seems especially noteworthy that the latter publications were released more often than being transferred, which suggests that the Bureau did not have the authority to make final decisions. The reason given by the Bureau for banning certain newspapers and magazines from publication was usually “incomplete application procedure.” The quantity of such publications was even greater than those banned after publication. The Bureau’s process of re-examining motion pictures focused on the validity of licenses issued by the Ministry of Internal Affairs. The criteria of censorship adopted by theatres, box offices, and clubs placed greater emphasis on performance content, including scripts, voiceover, and program rundowns. Of 3,202 movies examined by the Bureau, only 28 failed to pass, with discouraging and unrealistic scenarios usually being deleted or modified. Most of the adopted scripts were somewhat dated, perhaps due to wartime lack of creativity and productivity. The adjustment of the labor wages was based on the product of the government-issued monthly cost of living index multiplied by salary levels of July 1937. Against the background of rising food prices, purchasing power parity proved relatively low, which rendered blue-collar workers less able to sustain their families and sparked increasing wage disputes. Such conflicts can be categorized by whether or not they resulted in strikes, with those triggering strikes numbering 589 and those that did not 5,521. Like Shanghai’s overall industrial structure, the textile industry led others in terms of such disputes. The Bureau did intervene by trying to promote reconciliation, yet it failed to prevent such disputes and resulting acts of violence. Civic organizations included employers’ associations, labor unions, and ordinary social groups formed by citizens. The number of all three kinds of organizations increased significantly during the four years of the Chinese Civil War. As can be seen in the case of the Cinema Association, the major point of conflict between Bureau and the Association centered on adjustments of ticket prices and the Association’s assuming responsibility for all kinds of charitable donations on a regular or temporary basis. The records reveal that the Bureau was not serious about the welfare infrastructure for laborers, and proved unable to control the grassroots organization of the labor unions. The Bureau could not prevent the Communist Party from exerting increasing influence over unions, but did dissolve them after police crackdowns and then attempted to reorganize them. The main issue with these civic organizations was that the Bureau was only in charge of registration yet proved unable to manage effective mobilization, a phenomenon that applied even to those organized by the KMT. In conclusion, the thesis argues that during the four years covered by this study, despite the fact that the Bureau was able to compile extensive sociological statistics and disseminate rules of law via its publications, its ability to execute policy decisions turned out to be far less effective. Moreover, the Bureau could not effectively suppress labor disputes and mobilize relevant civic organizations.

本研究採用個案研究方法，以德隆及復星兩大中國民營上市集團企業為對象，從最終控制者的觀點，針對股權結構及董事會組成分析中國民營集團企業之控股型態，以及公司治理指標衡量之議題進行探討。具體而言，本研究首先分析中國民營企業股權結構特性，發展大陸上市公司股份控制權、盈餘分配權及席次控制權的衡量方法，並比較兩個案集團在控股型態及公司治理模式上的異同。 研究結果顯示，德隆及復星企業集團（系）股權仍屬集中，集團旗下上市公司均有持股超過三成的單一大股東，且均透過金字塔之股權結構控制其集團企業，但交叉持股情形不明顯。其中，德隆系大都透過未上市公司取得集團內上市公司持股控制，復星系則大都透過集團內上市公司轉投資未上市公司，並經由各未上市公司再持股其他上市公司(屬間接互相持股性質)，取得股權控制。以傳統偏離指標（盈餘分配權與股份控制權之偏離）上，兩集團偏離程度相近；但以盈餘分配權與席次控制權或以席次控制權與股份控制權之偏離比率來衡量偏離程度時，德隆系偏離程度明顯高於復星系。此外，兩大集團均設有獨立董事，及由職工代表出任監事會；但分析結果亦顯示，法令雖規定應由職工代表監事席次，但集團內仍有部分上市公司未依法設置。 / Based on an ultimate controller(s) perspective and using a case study approach to two private business groups—DeLong and Fuson—in China, this research analyzes the ownership structure, board structure, and measurement of governance indicators of theses groups. In specific, this research first discuss the attributes of ownership structure of the individual business group, followed by the computation of voting rights, cash-flow rights, the degree of control through board seats (board-seat control), and the related deviation between theses control power owned by the ultimate controller. In addition, in-depth comparisons of governance features between these two groups are also performed. The analysis indicates that the concentration of ownership is relatively high for both DeLong and Fuson groups. There exits one single largest shareholder with more than 30% of shareholdings, and the formation of pyramidal ownership structure is also common for both groups. However, cross-holding is not obvious for either group. In DeLong, the ultimate owners exercise their voting control through their unlisted companies. In contrast, the ultimate owners of Fuson exercise their voting rights through unlisted companies that invested by the listed companies. The deviation between cash-flow rights and voting rights of these two business groups are similarm while the deviation between cash-flow rights and board-seat control and the deviation between voting rights and board-seat control is significantly higher for DeLong groups. Furthermore, the corporate boards of DeLong and Fuson groups are composed of both independent board directors and workers' representatives on the supervisory board. Although it is mandatory to have a minimum numbers of workers' representatives on the supervisory board, it is not uncommon to find the lack of full compliance to this requirement.

自覺運動之所以在1960年代引起風潮，並非僅是公德心的議題，而是肇因國族主義因素所致。自覺運動是一個青年學生的愛國運動與道德重整運動，這種心理來自於戰後國民黨政府的民族精神教育，以及反共戰爭宣傳所致。民族精神教育塑造中國國族認同，反攻戰爭宣傳凝聚全面戰爭氛圍，個人的行為被上綱到國家興亡的關鍵，形成一種國家至上的心態，自覺運動就在這種脈絡下登上歷史舞台。 自覺運動主要有兩條發展路線，一為台大的《新希望》，一為救國團輔導的自覺運動推行會。《新希望》是推廣自覺運動的刊物，在運動退燒後，轉變為知識啟蒙為主，介紹民主、科學思想，最後因刊登殷海光的文章，以及羅素的反戰和平思想，觸犯政治禁忌，遭到停刊。 戒嚴時期自覺會得以跨校串連，係由救國團協助、輔導之故。之後，自覺會的規模日增，會務執行更加嫻熟，推行各種社服活動、響應愛國運動。隨著分支機構的增設，中學生逐漸成為會裡的多數，憂心於國家當前困境，讓部分會員開始有激烈行為出現，引起當局警戒。於是，救國團切斷總會跟各校中學會員的連結，停止補助，收回辦公室。缺乏政治、經濟力量的學生難以為繼，自覺會從此式微。 自覺會沒落之際，許席圖等人在澎湖發起統中會，自行發展組織，更打算涉入政治，觸犯禁忌。即使統中會人數不過數十人，也未有武裝叛亂意圖，政府依然雷厲風行的鎮壓，成為白色恐怖下的犧牲者。

研究目的主要是根據參與有機事業的觀點更進一步了解台灣有機領域的狀況。 訪問七位於北台灣的有機領域的參與者進行非正式訪談:有機農戶、店家、有機商品認證機構回答相關有機領域的問題和消費者問卷調查。研究結果顯示獨立有機農戶所面臨一些挑戰和台灣糧食民主機制下運作的潛力—獨立有機農戶處理大部分財團的競爭和有機標誌混淆消費者的狀況下。由於真正問題並非在食物的品質本身於是焦點可轉向對於有機農戶或其他獨立生產機構有利的狀況。最後，本研究將提供一些建議給未來的研究以及提供目前問題的可能解決方法。 / The purpose of this study is to further the understanding of the state of the organic food industry in Taiwan with special consideration given to the perspectives of those participating in it. Seven participants in the organic foods industry in Northern Taiwan were selected for informal interviews. Farmers, store owners, and an organic food certification authority answered questions about the organic food industry, and consumers were surveyed as well. The findings uncovered several challenges that independent organic farmers face, and that the rate of Food Democracy in Taiwan is operating below its potential, as independent farmers deal with competition from dominant corporations, while the organic labeling system confuses consumers. Since the problem is not with the quality of the food, focus can be shifted toward ensuring a level playing field for farmers with smaller independent operations. Finally, this study gives several suggestions for avenues of future research and offers possible solutions to the problems uncovered.

第一個由政府主導的創業競賽－科技部創新創業激勵計畫始於2013年。邁入第三年，已舉辦了六個梯次。根據科技新報指出，截至2015年4月，其中真正走向新事業發展的僅有38間。因此，本研究欲瞄準獲得優勝的參賽團隊，研究其在創業的歷程中面臨到什麼樣的改變因素，使得參賽團隊改變其方向。 本研究採用個案研究的方式，從FITI計畫歷屆獲得前十名優勝隊伍中挑選出四組作為研究個案，並搭配Timmons Model中所提到的「機會」「團隊」、「資源」及「動態關係」，透過這些面向來探討個案後續新創企業發展的改變因素，及如何與此理論相呼應。 研究結果發現，參與FITI計畫的創業團隊，其後續改變最主要的兩大原因為對未來機會拿捏的不確定性及團隊之間的不協調性；參照Timmons Model，可以很清楚地界定出創業團隊後續改變的因素為何；創業者對「機會」的可控程度為Timmons Model尚未考慮進的因素。 另外，針對研究結果亦提出建議給予未來參賽隊伍，及如何給予FITI計畫政策上的建議。對於參賽團隊而言，一切的因素如合作模式、股權分配等都應在事前談妥。而針對FITI計畫亦提出評審機制、白皮書、技轉三點未來可改進之建議。 / The first entrepreneurial contest held by government was the From IP to IPO (FITI) in 2013. FITI contest had held over two years, nearly 160 entrepreneurial teams, but only 38 of them established companies. Thus, this study aims to explore the reasons why these winning entrepreneurial teams change after the FITI contest. With the method of case study used in this study, four of the top ten winning entrepreneurial teams from over the past years had been chosen as case studies. And by the support of “Opportunity”, “Teams”, “Resources” and “Dynamic Relationships” from Timmons Model, this study aims to explore the reasons why these entrepreneurial team’s changing reasons, also to see how it fits in Timmons Model, and how it interacts with each other. This study finds out that the entrepreneurial teams change because of two reasons, which is the uncertainty to opportunity and the incoherence between team members. Next, the changing reasons can be clearly defined by the use of Timmons Model. Lastly, how much of the controlling power the team held to the opportunity, is one of the factors that Timmons Model had not been considered yet. Last but not least, this study also gave suggestions to the entrepreneurial teams that wanted to attend to FITI contest that everything like division of work should be negotiated at the very first place. On the other hand, three suggestions are also given out to FITI.

知識工作團隊簡單的說就是由知識工作者所組成的工作團隊。隨著網際網路的發展日新月異，有越來越多具有共同工作目標的知識工作者組成知識工作團隊並嘗試透過虛擬社群溝通及執行任務。當這些知識工作者不以面對面的方式接觸，而是透過虛擬社群彼此相遇和互動時，在虛擬社群中所發生的活動如何影響知識工作團隊的特徵就成為本研究的主要目的。這些知識工作團隊的特徵則被解釋為是一些足以影響團隊運作成效的變數。 　本研究以開放原始碼軟體發展社群「傲爾網」作為探討上述關係的研究個案，在研究中則發現一種新型態的「邦聯式虛擬社群」。這種以分散式虛擬社群架構所建置社群，不同於傳統集中式的虛擬社群架構，它無所謂集中管理的機構，而是由一群群獨立運作，並且分散在不同場域的知識工作團隊基於共同的利益而彼此結合。 　研究結果顯示，邦聯式虛擬社群的經營者必須(1)提供強有力的跨場域溝通能力、(2)以面對面集會輔助成員的互動以及(3)透過契約規範團隊的產出，才能有效經營此類社群。另外社群訴求的主題也是此類社群是否可以成長茁壯的關鍵。 Anonymous, “Massive shortages of knowledge workers are predicted through 2000,” Managing Office Technology, Vol. 41, Iss. 9, Sep 1996, p. 35. Applegate, L. M., McFarlan, F. W., and McKenney, J. L., Corporate Information Systems Management: Text and Cases 5th Edition, 1999, pp. 173-178. Armstrong, A. and Hegal, J. III, Net gain: Expanding markets through virtual communities, 1997, pp. 8-10. Armstrong, A. and Hegal, J. III, Net gain: Expanding markets through virtual communities, 1997, pp. 132-149. Barsky, N. 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李仁芳(2000) 對創新組織提到以下看法，創新需要動員內心深處最深刻的理智與情感資源。如果企業文化氛圍只鼓勵組織成員追索Know What、Know How，以致於Know Why的知識上的好奇心，但文化氛圍中卻缺少對同仁Care Why的支持與對同仁本人Care的溫暖與慈心，這樣的智價創新企業競爭力是不能持久的。最具創新震憾力的靈感（inspiration）孕育自最溫柔的胎床。新的聲音與新的視野的孕育，需要溫暖與紀律、歡愉與智慧間適當的拿捏與平衡。可見創新環境是多麼的重要。 本研究之目的，主要欲探討台灣新創網路公司對於創新環境的設計研究，以多元成員造成的差異性帶來的創新衝擊，配合組織平台的設計及管理技巧來探討，成員差異性則採認知心理學的角度，探討認知差異對組織衝突的意義，如何建立創造性的組織衝突，帶給組織創新的原動力。本研究期望透過個案問卷及開放式訪談的方式，進一步瞭解、並歸納出網路產業中核心團隊互動的模式及成功經驗累積的方法，以期找出網路產業中較適合的創新環境設計。 本研究主要採取個案訪談及思考風格問卷施測，並透過初級訪談資料加上次級資料作個案分析，思考風格問卷分析時，將十三類的思考風格分成三大類分析，第一大類主要為思考風格的行事作風；第二大類主要為思考風格的心理自治型態；第三大類為幅度、範圍、傾向。 本研究主要的研究發現如下： 壹、 網路公司團隊成員多元性與創新表現 一、 網路公司多元性越高，創新表現越佳 二、 網路公司多元團隊角色扮演越完整，創新表現越佳 ；反之，多元團隊角色扮演越不全，創新表現越差 貳、 網路公司組織平台設計與創意表現關係 一、 網路公司中溝通形式設計多元管道之email及intranet，扮演創新表現中的知識累積及點子擷取的平台。 二、 網路公司中，實體物理環境對知識累積的重要性被IT科技取代。 三、 網路公司最常用啟發技巧運用中的腦力激盪作為主要點子擷取的方式。 參、 網路公司中專案領導人在創新表現上扮演的角色 一、 不同類型網路公司領導人對於智慧財產權看法影響智慧財產權的擁有數目。 二、 網路公司的CEO透過容忍智慧型失敗、塑造關懷（Care）與學習的組織環境。 肆、 網路公司創新表現之觀察 一、 網路公司中相當重視經驗傳承，有助於日後的創新表現。 二、 網路公司中有失敗經驗，有助於創新績效。 伍、 綜合發現 一、 網路公司團隊成員的思考風格在三大類分析中各有不同的偏向，思考風格可與創新環境相配合。 二、 網路公司組織文化配合團隊成員的思考風格適合創新表現 第一類思考風格，網路公司團隊成員多屬於立法型與第三類中的自由型有相關，皆為有助於創新表現的思考風格。 第二類思考風格中，網路團隊成員皆屬於階級分明型，而網路公司組織文化對於團隊運作皆採責任制且授權程度高，這對於自主性需求較高的階級分明型成員有助於創新表現。 第三類思考風格中，網路團隊成員多屬於外在型及自由型，只要組織環境與思考風格相符，則團隊成員的創新表現較佳。 / Under the rapid-changing environment, it is not possible that a firm's capabilities can hold sustainable competitive strength forever, as the master told “innovation or die”. A good organization platform can incubate the capacity for high creativity. Now the internet fever spreads to the whole world. Taiwan companies have the opportunity to catch up. Thesis help can analysis the key components that influences the innovation process in the internet companies. Therefore we can find a better organization form to provoke more innovation performances. Objectives From the viewpoint of innovation process and members interaction process, this research is intended to study the internet service provider in order to focus on the platform of the organizational knowledge creation in Taiwan internet companies. Research Structure According to literature survey, we can find that the heterogeneous teams have more innovation behaviors. A well-designed organization platform and a good project leader can help members emerge their potential in the creativity. The research structure is as follows: Case Choice Because many Internet companies have multi-business models, that we choose the 6 companies can group the case companies into ASP, ICP and portal. Case A, B and C are ASP companies. Case E and case F are ICP companies. Case C and D are portal companies. Research Methodology This thesis adopts the case study and the authors interviews some project leader or members who are responsible for top management team or the project team in the companies. And analysis the data of the questionnaire that every team members filled in. Then to complement the case study form the secondary data and information form the internet, as products and services. Case Analysis and Conclusions According to the analyses of the six cases, the author has generated the following conclusions: 1. The diversity between team members affects innovative activities including: ● The more diversity between the team members, the more innovative activities happen. ● The Cultivate Distinct Roles are more complete then the more innovative activities happen. 2. the well-designed organizational platform affects innovative activities including: ● In internet companies, they share knowledge and get new ideas via email and the intranet. ● In internet companies, the importance of physic environment is replaced by IT technology. ● In internet companies, the useful way to get lots of new ideas is brain-storming meeting. 3. the project manager leadership affects innovative activities including: ● The CEOs who in different internet companies such as ASP and ICP have different consideration influences the numbers of IPR. ● In internet companies, CEO builds a warm and learning organization by taking the failing forward and care employees. 4. the innovative activities in the internet companies including: ● The internet companies which do the knowledge management well have better innovation performance. ● The failing forward experiences help the management performance better now in the internet companies.

民國八十七年亞洲金融危機引發本土性金融風暴後，集團企業交叉持股在掌握經營權、炒作股價及企業間利益輸送所造成之負面經濟影響，再次成為議題的焦點。在台灣證券管理交易法規中，企業交叉持股行為僅能由母公司代子公司公告窺知一二。國內文獻中對於交叉持股之探討亦偏重法律制度及盈餘管理層面，對於透過交叉持股之資金操縱行為則較少著墨。 有鑒於交叉持股「能載舟亦能覆舟」之經濟重要性，及現行公告實務未能窺知交叉持股行為全貌，本研究嘗試以投資餘額變動頻率異常作為潛在的交叉持股行為代理變數，將民國八十三年至八十八年第三季之台灣上市公司按投資餘額變動之頻繁程度區分為高變動群與低變動群樣本，進行其財務性操縱行為的探討。本研究主要的實證議題有二：（1）投資餘額變動較頻繁之公司其盈餘管理行為是否異於投資餘額變動較不頻繁之公司？及（2）投資餘額變動較頻繁之公司其資金操縱行為是否異於投資餘額變動較不頻繁之公司？ 實證結果顯示，在盈餘管理行為上，高投資變動公司有顯著利用裁決性應計項目操縱盈餘的現象，且此現象在曾發生財務危機的高投資變動公司更為顯著。高投資變動公司在多頭市場時，投資收益顯著較低投資變動公司為大；空頭市場時，兩者在真實盈餘操縱變數上並無顯著差異。在資金操縱方面，高投資變動公司質押成數變動率顯著大於低投資變動公司，且曾發生財務危機的高投資變動公司變動程度更為明顯。此外，高投資變動公司債務活動在多頭時期較低投資變動公司活絡，顯示債務活動活躍是高投資變動公司重要特性之一。基於現行法規實務與資料來源的限制不易直接偵測具經濟實質之負面交叉持股行為，本研究之綜合實證發現高投資變動公司與真實負面交叉持股行為有相當程度的關聯性，是故投資餘額變動頻率異常似乎是研究負面交叉持股公司極為重要的參考指標之一。

本研究旨在探討未婚男性的愛情觀。探究個人的愛情經驗在他們的生活中所扮演的整體角色，以歸納出愛情對他們個人的意義。並以研究所獲得的結果為基礎，進一步比較當代相關的理論，發展符合本土愛情現象的論述。 　　研究方法以現象學探索個人「生命世界」的方式為出發點，採用深度訪談及焦點團體來蒐集資料，邀請十一位受訪者參與訪談。訪談資料以現象學方法為基礎發展出基本架構，輔以研究者的主觀知識來完成整體男性愛情觀的詮釋與討論。主要的研究發現如下： 一、受訪的男性在青少年時期大多缺乏兩性親密互動的經驗，他們往往會藉由追求愛情來肯定自己、探索兩性關係。男性在挑選對象時相當注重外表，女性美麗的外表對他們個人的意義，在於帶給他們愉快的感受、性的快感，自我肯定，他們並會藉著女性的外表來判斷她們的內在。 二、男性在愛情關係中常扮演主動的追求者，在不斷追求愛情的經驗中，他們漸漸累積了對真實兩性關係的瞭解，以及兩性互動深刻的體驗。在愛情經驗的累積中，他們滿足自己的需求，像是自我肯定、自我成長、征服感、被關愛、被照顧、擺脫孤獨、性需求等等。透過這些需求的滿足，他們感到愛情的意義。但是對於維繫長期關係所需要的付出、犧牲自由、情慾限制、卻常讓他們感到痛苦。並且無論在他們的內心，以及他們和女友的互動中，都容易會產生不少的衝突。這樣的衝突本身不易解決，往往他們期待脫離當下的親密關係，尋找更適合自己的愛情。 三、整體來說，男性的愛情中包含了以性為主體的親密感，這樣的親密感不只是一種慾力的宣洩，而是包含著身體與心理的親密互動，甚至是一種能達到精神安定的對話關係。此外，愛情還是男性們滿足各種個人需求與成長的一個過程，端看他當下所期待的需求與成長是什麼。而在愛情關係中所獲得的成長，往往也是一種改變，推動他們再尋找最適合他們的愛情關係。 　　最後依據以上的研究發現，提出有關於男性、女性、諮商者以及未來研究的建議。 目 錄 第一章 緒論 1 第一節 研究動機與目的 1 第二節 研究範圍的界定 12 第三節 本研究的限制 13 第二章 文獻探討 15 第一節 愛情的本質 15 第二節 愛情的來源 20 第三節 愛情的過程 24 第四節 兩性特質及其社會化影響因素 28 第五節 相關知識在本研究中的定位 33 第三章 研究方法 34 第一節 研究進行的架構 34 第二節 研究對象的選取 37 第三節 研究者自我涉入與自我檢核 42 第四節 蒐集資料的程序 45 第五節 資料整理與分析 56 第四章 研究發現 64 第一節 對象的挑選 64 第二節 愛情的追求 80 第三節 關係的發展 96 第四節 愛情的意義 109 第五章 結論、討論與建議 125 第一節 研究結論與討論 125 第二節 建議 156 參考書目 162 附錄 169 附錄一 訪談邀請函 169 附錄二 焦點團體邀請函 171 附錄三 訪談契約書 173 附錄四 個別訪談大綱 174 附錄五 田野日誌 175 附錄六 焦點團體訪談大綱 176 附錄七 個別訪談意義單元編輯舉例 177 附錄八 D的中心主題、開放編碼舉例 179 附錄九 個別訪談核心單元編輯舉例 180 附錄十 個別訪談的初步分析結果大綱 182 附錄十一 焦點團體訪談稿意義單元編輯舉例 184 附錄十二 研究方法的背景哲學 191 附表目次 表一 張老師近年求助問題前三名摘錄表 1 表二 台北市「生命線」近年求助問題統計資料 2 表三 愛情的內涵 3 表四 本土心理學界的愛情質性研究 6 表五 愛情的來源 22 表六 愛情的過程 27 表七 台灣男女兩性的特質 29 表八 研究對象的個人基本資料 37 表九 不同文化下的男女特質差異 136 附圖 圖一 研究進行的基本架構 35 圖二 資料分析的步驟 57 圖三 研究發現的初步架構 60 圖四 加入焦點團體資料後的研究發現架構 62 / The purpose of this study is to acquire the awareness of love of single males. This study tries to find the role of love in their lives to define their attitudes toward love. After all, this study compares the finding with contemporary theories, and tries to produce some discourse of romances in Taiwan. 　　Eleven interviewers have participated in this study. The phenomenological deep interview and focus group were adopted to collect data, along with the method of Phenomenological Psychology to analyze data. Finally, some hermeneutic approaches were used to illuminate the finding. The main findings were as the following. 　　First, most interviewed males lacked experience of mutually sexual interaction at their teens. They used to confine themselves and explore bi-sexual relations through the pursuing of love. Males intended to care about the appearance of females, as the beautiful appearance is of significance for them. Males judged the existence of females by the appearance of females, as it accommodated males with delighted feeling, sexual contentment, and self-confidence. 　　Secondly, Males frequently played an aggressive role in the process. Males accumulated their understandings of sexual relationship and experience of impressing sexual interaction. They were mentally and physically fulfilled with self-ascertain, self-growth, sense of conquering, being loved, being cared, and sexual interaction. Through the satisfaction of these needs, they aware the meanings of love. They, however, felt uncomfortable with the consistently long term giving, sacrifice of freedom, and control of sexual desires Such conflicts were not easily resolved, and they led males to pursue more suitable love under the present expectations. Literally speaking, love attitude of bachelors consists of intimacy mainly. Such intimacy contains physical and mental interactions and even the achievement of dialogue relations of spiritual comfort, rather than an outlet of desires. 　　Furthermore, love is also the process of various needs and self-growth at the moment of what makes expect to obtain and to be. The growth mostly in love relations is a change as well. It motivates males to define a more suitable relationship among themselves and others. 　　Based on the above findings, comments are made for males, females, consolers, and future advanced research.

本研究以新世代消費族群為研究對象，探討消費者的產品知識（高、低）、消費者的性別（男、女）、參考團體的性別（男、女）和參考團體的專業性（高、低）四項因素，如何影響消費者的從眾行為與決策考慮時間。從眾行為是個人為了取得群體的認同，因此採取與群體相似的思想或行為；而產品知識為消費者在選購或使用某項產品所具備的知識，包括消費者主觀認定自己具備的知識，以及客觀真實具備的知識。本研究推論，產品知識低的消費者，由於較缺乏自信，會較依賴他人的意見，因此較容易產生從眾行為。 　　本論文以實驗設計的方式進行實證，以便利抽樣的方式，在真實的情境中總共邀請180位受試者參與實驗，以維他命、信用卡和行動電話三項產品，研究上述四項因素是否影響受試者的從眾行為與決策考慮時間，並以LOGISTIC與ANOVA作為統計分析的工具。 　　根據實證結果發現，維他命和信用卡產品知識低的消費者，較容易產生從眾行為，此研究結果符合之前的推論，即產品知識不足的消費者比較容易受到他人影響而從眾，此結果亦可解釋青少年追隨潮流的行為，當青少年對產品瞭解程度不夠時，較容易受到流行趨勢的影響；此外，當維他命和信用卡的消費者面對女性參考團體時，其決策考慮時間較長，這個結果可能由於相對於男性，女性給人的感覺較缺乏信賴感，因此消費者的考慮時間較長。而行動電話的結果則與維他命和信用卡不盡相同，消費者的性別、消費者的產品知識、參考團體的專業性和參考團體的性別，對於消費者購買行動電話的從眾行為皆沒有影響；但女性消費者的決策考慮時間明顯地較男性消費者為長，這可能因為行動電話的產品性質與維他命和行動電話不同的緣故。 　　經由本研究實證的結果，證明消費者的產品知識是影響從眾行為的重要因素，因此，企業在針對新世代消費族群設計行銷訴求時，應該將消費者的產品知識列入考慮，以感性為訴求的行銷企劃，對於產品知識低的消費者較容易奏效；如果消費者產品知識高，則應該強調理性、資訊性的訴求。 第壹章 緒論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 1 第一節 研究動機‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 1 一、新世代消費族群的「從眾」行為‥‥‥‥‥‥‥‥‥‥ 1 二、產品知識是否會影響消費者資訊瞭解的行為 ‥‥‥‥‥ 2 第二節 研究目的‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 2 第貳章 相關理論與文獻探討‥‥‥‥‥‥‥‥‥‥‥ 3 第一節 社會影響（Social Influence）‥‥‥‥‥‥‥‥ 3 一、社會影響的層次 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 3 二、社會影響的類別 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 3 三、群體影響個人行為的過程 ‥‥‥‥‥‥‥‥‥‥‥‥‥ 4 第二節 從眾行為（Conformity）‥‥‥‥‥‥‥‥‥‥‥ 5 一、從眾的定義 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 5 二、解釋從眾行為的理論 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 6 第三節 影響從眾行為與決策時間之因素‥‥‥‥‥‥‥‥ 9 一、消費者的個人因素 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 9 二、與資訊性影響有關的因素 ‥‥‥‥‥‥‥‥‥‥‥‥‥ 15 三、其他情境因素 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 18 第參章 研究方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 21 第一節 研究對象及抽樣方式‥‥‥‥‥‥‥‥‥‥‥‥‥ 21 第二節 研究變數與操弄方式‥‥‥‥‥‥‥‥‥‥‥‥‥ 22 一、依變項 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 22 二、自變項 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 22 第三節 實驗進行方式‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 23 一、預試 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 23 二、正式實驗 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 25 第四節 分析方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 27 一、邏輯分析（LOGISTIC） ‥‥‥‥‥‥‥‥‥‥‥‥‥ 27 二、單因子變異數分析（ANOVA）‥‥‥‥‥‥‥‥‥‥ 27 第肆章 實證結果與分析‥‥‥‥‥‥‥‥‥‥‥‥‥ 28 第一節 受試者與參考團體側像‥‥‥‥‥‥‥‥‥‥‥‥ 28 第二節 消費者產品知識得分‥‥‥‥‥‥‥‥‥‥‥‥‥ 31 第三節 各情況組合下之從眾行為與考慮時間‥‥‥‥‥‥ 33 一、從眾行為 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 34 二、決策考慮時間 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 37 第四節 假設檢定‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 41 一、整體測試 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 41 二、影響消費者從眾行為的因素 ‥‥‥‥‥‥‥‥‥‥‥‥ 43 三、影響消費者考慮時間的因素 ‥‥‥‥‥‥‥‥‥‥‥‥ 49 四、主觀產品知識與客觀產品知識的關連性 ‥‥‥‥‥‥‥ 54 第五節 研究結果整理‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 57 一、影響從眾行為的因素 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 57 二、影響考慮時間的因素 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 58 第伍章 結論與建議‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 61 第一節 結論與討論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 61 一、消費者的從眾行為受其產品知識高低的影響 ‥‥‥‥‥ 62 二、從眾行為的產生不因性別因素的不同而有差異 ‥‥‥‥ 63 三、性別因素影響消費者決策考慮時間 ‥‥‥‥‥‥‥‥‥ 64 四、產品特性為影響從眾行為的重要因素 ‥‥‥‥‥‥‥‥ 65 第二節 研究貢獻‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 66 一、學術貢獻與建議 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 66 二、行銷建議 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 67 第三節 研究限制與後續研究方向‥‥‥‥‥‥‥‥‥‥‥ 69 一、研究限制 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 69 二、後續研究方向 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 70 參考文獻 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 71 附件一 產品知識量表 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 76 附件二 受試者決策之情境 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 82