台灣電視購物產業蓬勃發展，加上「數位匯流」趨勢，主要電視購物業者 紛紛整合電視、網路、手機等通路，使台灣電視購物規模不斷擴大，消費者有何 需求、對於電視購物頻道行銷手法有何感受，乃值得深究的課題。 本研究採用深度訪談法的半結構式訪談，以立意抽樣方式，訪談10 位居住 在大台北地區的電視購物消費者，旨在探討其需求，以及其對於電視購物頻道行 銷手法的感受。 研究發現： 一、受到電視購物便利性吸引，購買日常生活用品、旅遊產品的人很多。 二、儘管消費者常在電視購物消費，但會到實體通路購買物品。 三、由於無法親自看到商品，電視購物消費者感到知覺風險。 四、電視購物消費者喜歡的主持人特質是誠懇、有信用。 五、電視購物消費者對特定頻道較無忠誠度。 六、電視購物消費者在下單時，偏好專人接聽服務。 七、電視購物消費者雖然肯定電視購物便利性與商品便宜價格，但是仍對 品質有疑慮。 八、電視購物消費者認為未來電視購物將繼續蓬勃發展，是時勢所趨。 本研究根據研究結果，提出研究建議如下： 一、政府監督，落實鑑賞制度 二、付款安全，推第三方支付 三、積極管理，盼主持人自制 四、服務取勝，勿用噱頭行銷 五、養忠誠度，可用集點紅利 六、專人接聽，供客製化服務 七、提供試用，通路虛實整合 八、數位匯流，整合不同系統 九、賺親友財，引入推薦制度 十、強化物流，退貨化繁為簡 / The TV shopping industry has been thriving these years. With the trend of digital convergence, major TV shopping enterprises are dedicated to integrating different channels, including TV, the Internet and mobile phones and broaden the size of the industry. What customers need and how they feel about the marketing strategies of the TV shopping channels are issues worthy to research. Adopting semi-structured and depth interview, the study applies purposive sampling and interviews 10 TV shopping consumers living in greater Taipei area, aiming to investigate these consumers’ demands and their feelings about marketing strategies of TV shopping channels in Taiwan. The findings are: 1. Due to the convenience, consumers are attracted to purchase daily necessaries and tourism products. 2. Consumers purchase at brick-and-mortar stores though they often do TV shopping. 3. Consumers feel perceived risk because they can’t see the product themselves. 4. Consumers hope hosts of TV shopping programs to be sincere and honest. 5. Consumers are not loyal to specific TV shopping channel. 6. Consumers prefer to be served by people rather than phonetic system. 7. Consumers worry about quality of goods even though they affirm the convenience of TV shopping and lowers prices of goods. 8. Consumers hold optimistic attitude towards the development of TV shopping in the future. Based on the research conclusion, the suggestions are: 1. The government should supervise the Satisfaction Guarantee & Return Policy of TV shopping channels. 2. Third-Party Payment should be implemented to enhance the safety. 3. The hosts of TV shopping programs should not exaggerate the effects of products. 4. TV shopping channels should put more emphasis on service and avoid tricks meant to deceive. 5. The activity of bonus points should be implemented to make consumers loyal to specific TV shopping channels. 6. More customized services should be provided. 7. TV shopping enterprises should integrate different shopping channels and provide probationary service. 8. Different systems should be integrated to meet the era of digital convergence. 9. Introduction systems should be used to make more consumers shopping with their family members. 10. Logistic systems should be fortified to make it easier for consumers to return their goods.

近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。 本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。 / In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them. We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.

電子化民主強調公民參與的重要性，政府亦積極投入推動的工作，值得我們注意的是，就政府所設置的電子化民主機制而言，民眾在使用上的觀感和意願可能是重要的，本研究想要了解對於已使用過的民眾而言，哪些因素會影響他們持續使用該機制的意願？本研究以計畫行為理論為研究架構之基礎，並依據文獻整合假設自覺風險性對態度、持續使用意願有顯著影響。 本研究主要的目的有二：一是透過文獻探討以了解電子化民主起源與實行目標，並藉此了解電子化民主對民眾而言，扮演何種角色與提供哪些功能和效益。二是透過實證研究來對計畫行為理論進行模式檢測，檢視該理論是否適用於解釋持續使用意願的影響因素，並藉此了解影響民眾持續使用意願的因素。 實證研究的結果顯示影響民眾持續使用網路公共論壇意願的因素為態度和認知行為控制，僅主觀規範較無顯著影響。由此可知，計畫行為理論並不能完全解釋「持續使用意願」的影響因素，但仍有部分論點可以適用於解釋「持續使用意願」的影響因素。再者，對民眾持續使用網路公共論壇之意願的影響力最大為民眾對使用論壇的態度。此外，本研究發現在網路公共論壇使用上，由於個人資料外洩或侵犯隱私的機率低，故對已使用過的民眾而言，風險問題可能並無影響，故自覺風險性對「網路公共論壇持續使用意願」的影響並不顯著。 / Issues concerning e-Democracy emphasize the importance of citizen participation. Governments in the worldwide invest much in pushing e-Democracy. Specifically, citizens’ attitude and intention are crucial for e-Democracy institutions of Governments. The central theme in this research is: which factors will affect their continuance usage intention for citizens who have been using online public forums? The research model based on Theory of Planned Behavior supposes that attitude and continuance usage intention will be affect by perceived risk. There are two purposes in this research. Firstly, it attempts to realize the origin and the goal of e-Democracy according to some related literatures. Secondly, it also conducts a model-testing to examine the applicability of the theory through the investigation. Results of the investigation indicated that citizens’ continuing usage intention of online public forums is affected by the attitude and perceived behavior control. Further, subjective norm didn’t have any obvious influence. These largely show that Theory of Planned Behavior based model is partly suitable to explain the factors of the citizens’usage intention. Overall, the most crucial factor affecting citizens’usage intention is their attitude toward using online public forums. In addition, perceived risk had no obvious influence on the usage intention as expected. This may be due to lower probabilities that individual data or privacy being damaged in online public forums.

共享經濟、社群媒體，已經是現代人在行銷媒體以及商業管理上密不可分的話題，然而，在這樣一個網際網路頻繁運用的同時，整個大環境的改變，過多的資源讓消費者的身分開始轉變，不再像以往的方式只是單單的接受與接收，而是有強烈的求知慾，這樣的資訊的啃食方式，改變了消費者的身分，消費者直接或間接的轉變成評量者、推薦者甚是購買者變成銷售者，這就是共享經濟下的一個模組。本研究探討目前市面上已經執行且成功擴散的共享經濟經營模式，用這樣的一個方式間接地看台灣市場在品牌行銷上的概況。本研究針對保養品產業，先來探討目前市場上會使用的媒體行銷工具，並運用研究方法，找到網路平台上與實體通路間的一個微妙的組合，這樣的組合行銷方式來自於消費者對基本資訊的強烈需求與擴散，直接與間接地達成共創經濟的模式，讓台灣保養品可以找到一組符合現在消費者與商品之間的行銷模式，並探討出哪些行銷模式是會被消費者有強連結與弱連結的行銷模組。 同時在這樣的研究方式下，測試及比較體驗行銷與信任行銷兩者之間，會因為共創的這樣的一個身分，而改變對品牌的認同感與黏著度。 / Sharing economy and social media are, nowadays, inseparable topics in the realm of media marketing and business management. However, while in an era which WWW is being used with such high frequency, the entire environment is changed, these abundant resources have transformed consumers’ identities, not any longer a one way receiver, but to have a strong desire and curiosity to acquiring more knowledge and information. It is such hunger for information the key consumers’ identities change. Consumers are changed directly or indirectly to an evaluator, they are from being the one that suggests or purchases to a seller, this is the new module developed under “sharing economy.” This study explores the shared economic business models that have been implemented and are now proliferating successfully in the marketplace, and indirectly look at the Taiwanese market in terms of brand marketing. This research aims at the skin care industry, starting at exploring the media marketing tools currently used in the market, and through further research to find out a subtle combination of channel marketing and online sales platforms. Such a combination of marketing methods comes from consumers’ strong demand for basic information and proliferation, directly and indirectly bring out the model of a “ co-creating economy,” in order that Taiwanese skin care product brands can find a suitable marketing model between consumers and products, and further explore which marketing models would be the strongest links and weakest links to these consumers. At the same time in such research approach, the test and comparison between experience marketing and trust marketing will change the brand recognition and attachment due to the presence of co-creation. Key words: Customer value, create economy, service quality, purchase intention, service involved

本研究主要探討考生或公共行政相關系所及一般大學高年級學生（大學三、四或研究生）在目前社會氛圍下，影響其報考公職意願之因素，經以公務人員工作保障、公務人員形象、公務人員年金改革方案接受程度等為自變項，公務門職業選擇意願為依變項，公共服務動機為調節變項，瞭解其報考公職的關鍵因素。本次以立意抽樣及便利抽驗方式並搭配網路等方式選取樣本。 研究發現公務人員的工作穩定仍是民眾報考公職的重要因素、公務人員的正面形象有助於提升報考意願以及瞭解年金改革方案甚至認同政府改革方向之考生，會提升其報考意願。經將公共服務動機及公務人員年金改革方案接受程度以其次構面分析，發現對制定國家公共政策有興趣、喜歡分享公共政策看法的人或因制定政策而使他人獲得利益而產生成就感者，則其公部門職業選擇意願越高；具有公共利益承諾高的受測者而言，即對制定公共政策有興趣者或喜歡與他人分享公共政策看法者，會增強其接受公務人員年金改革方案的程度；對認為職責優先於個人或願意承擔個人損失去幫助他人的人而言，在公務人員年金改革方案接受程度對公部門職業選擇意願造成影響之情形下，自我犧牲高者，更認同年金改革方案，反之不認同。 本研究認為相關單位在建立公務人員執業之形象上，可透過考試科目與職系說明書裡的工作內容做對照分析，考試制度除了筆試之外，可加入面試或心理測驗，以瞭解報考公職者之報考動機，有助於拔擢真正有意願從事公職服務或真正具有專業能力的人，並開辦與業務相關之專業訓練課程，提升公務人員業務能力，以營造公務人員專業形象。建議後續者針對公務人員年金改革對公部門職業選擇進行實務研究。 / This study mainly explores factors that influence potential public servants’ willingness to choose public services as their career with the current social ethos. Job security and quality of public work, image of public servants, and acceptance of the civil service retirement system reform are adopted as the independent variable. In addition, public service motivation (PSM) is hypothesized as a moderator variable between the previous independent variables and public career intention. Purposive and convenience sampling, along with the use of online survey, are conducted in this study to collect data. As a result, the study demonstrates that the stability of civil service remains the most important factor for the career choice. The positive image of public servants would help to improve the willingness to apply for public service. Also, people who understand or even agree with the public pension reform would increasingly attempt to work in the public sector. Through analyzing the PSM dimensions and the degree of acceptance of civil service retirement system reform, it is also found that those who are interested in formulating public policies or sharing their viewpoints would be more likely to choose public service as a career. Those who have the higher public interest commitment, interested in developing public policy or sharing with others, would enhance their acceptance of civil service retirement system reform program. For those taking the public precedence over the individuals, or those willing to take personal loss to help others, the higher the self-sacrifice, the higher degree of their acceptance to the public pension reform, and vice versa. The research results imply that the government could establish the career image of civil servants through the comparative analysis of national examination subjects and job contents. In addition to written examinations, the government could introduce face-to-face interviews or psychological tests to understand potential public servants’ PSM and select those who are actually willing to engage in public service or have professional competence. Moreover, proper training courses should be provided to help public servants enhance professional capacity and build professional image of civil servants. Future studies may aim for practical research on the influence of the civil service retirement system reform on the intention of choosing a public service career.

本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論： 1.當代言人與產品適配度較高時，消費者購買意願會較高。 2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。 3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。 4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。 5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。 6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。 / The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results: 1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention. 2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention. 3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention. 4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility. 5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.

近年來，隨著網際網路及線上社群日益普及，電子口碑的影響力迅速壯大。有鑑於這樣的趨勢，許多廠商開始尋找具有一定人氣的公眾人物或網路紅人為產品撰寫業配文。做為一種相對新穎的行銷方式，業配文同時兼具一般電子口碑的特性與產品代言的商業色彩。正因為它並非單純自發性的使用心得分享，許多消費者仍對其可信度有所疑慮，且大眾對其之觀感亦差異甚大。 本研究遂以信號理論（Signaling Theory）的觀點出發，將業配文撰文者視為信號傳遞者（Signaler）、文章內容視為信號本身（Signal）、消費者視為信號接收者（Receiver）、承載文章之平台視為信號環境（Signaling Environment），探討此四大面向中可能影響消費者文章信任、產品態度與購買意願之因素。 本研究採量化分析，透過發放線上問卷蒐集初級資料，經統計迴歸分析後發現，信號接收者面向的「撰文者與消費者相似性」、「撰文者過往名聲」、信號本身面向的「文章內容真實性」以及信號環境面向的「平台可信度」確實對文章信任有正向顯著影響，並會藉之進而影響產品態度和購買意願。此外，「平台生動性」及「平台互動性」則直接對產品態度有正向顯著影響。而本研究也針對文章信任之中介效果及信號接收者面向的「消費者人格外向開放性」、「消費者過去受業配文影響之經驗」、「消費者產品知識程度」是否具調節效果進行分析，詳細結果於研究中將一一闡述。 / In recent years, the impact of Electronic Word-of-Mouth (eWOM) has surged due to the prevalence of the Internet and social media. In response to this phenomenon, many firms have been inviting public figures or Internet celebrities to write sponsored (blog) posts for certain products. Sponsored posts, in substance, lie somewhere between solely spontaneous sharing of personal experiences and actual endorsements. Hence, many consumers still take sponsored posts with a grain of salt and remain skeptical of their authenticity as well as trustworthiness. This research builds upon Signaling Theory by adopting the concept of “Signaler”, “Signal”, “Receiver”, and “Signaling Environment”, and aims at clarifying some possible factors that may influence consumers’ trust toward the sponsored posts, product attitude and purchase intention. Among the independent variables, “Similarity between Writer and Consumer”, “Writer’s Reputation”, “Content Truthfulness”, and “Media Credibility” are significantly positively correlated with consumers’ trust toward the sponsored posts, which then positively influences consumers’ product attitude and purchase intention. Meanwhile, “Media Vividness” and “Media Interactivity” also contribute significantly to consumers’ product attitude. Other factors involved, the mediating effect of trust, as well as the moderating effect of “Consumer’s Personality” and “Consumer’s Past Experiences” are further discussed in this research.

本研究旨在瞭解幼兒家長對 M-learning 的使用意願和影響其使用意願的主要 因素，同時了解不同背景之幼兒家長對於M-learning 使用意願的差異以及不對於M-learning 使用意願影響因素的調節效應；藉由以上的探究，瞭解幼兒家長在當今時代全新的學習方式之下對於幼兒教養和親職教育的需求，為未來的Mlearning內容提供者與設施設備開發提供參考。 本研究根據幼兒家長的特點和 M-learning 的特性，以科技接受模式、計畫行 為理論、動機模型、整合性科技接受與使用理論為理論依據，延伸出知覺有用性、 知覺易用性、知覺趣味性和知覺行為控制四個因素作為自變項；以性別、年齡、 社經地位三個因素為背景變項，以使用意願為依變項發展出本研究之研究架構。 本研究採用立意取樣問卷調查法，以大連市某3 間幼兒園所之幼兒家長為研 究對象，共回收469 份問卷，剔除無效問卷36 份，共回收433 份有效問卷，有 效回收率為92.3%；調查所得資料以描述統計、線性回歸分析、單因子變異數分 析等統計方法進行分析。本研究獲得之結論如下： 一. 在功能與特性上，微信公眾號與Facebook 的粉絲專頁相似，微信朋友圈與 Line 的動態消息相似； 二. 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制均對幼兒家長使用 M-learning 意願有顯著正向影響； 三. 不同背景變項 (性別、年齡、社經地位)的幼兒家長對於M-learning 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制與M-learning 使用意願關係間存在不同的調節效應； 四. 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制在不同性別、年齡、社經地位之幼兒家長群體中M-learning 使用意願的預測力不同； 五. 性別和年齡對幼兒家長使用M-learning 的意願無顯著影響，社經地位對幼兒家長使用M-learning 的意願有顯著影響。

資訊科技的蓬勃發展，地球村世界的來臨，提供現代人快速取得知識的平台，也促成了急速轉變的全球性競爭的環境，使企業面臨了非常重大的挑戰，迫使企業開始重新思考組織核心能力，以滿足隨時可能產生變動的市場需求；企業必須作出更快速的決策，以適應全球化腳步發展。越來越多的企業警覺到知識分享對於員工累積經驗與企業正向發展的重要性，因而透過不同的方式來鼓勵員工知識分享建構具競爭力的學習型組織。 多數的研究報告皆在探討轉換型領導風格 (transformational leadership) 和交換型領導風格 (transactional leadership) 對於組織文化、組織策略執行力…等的相關性研究，尚未有探討過威權式的領導風格對於員工知識分享意願的影響。威權式的領導風格是否影響員工知識分享意願、企業具備知識分享的氛圍，是否干擾在威權式領導風格之下之員工分享知識與經驗意願 ? 有鑑於此，本研究針對威權式的領導風格如何影響員工知識分享意願，並以知識分享之企業文化為干擾因素，尋找過去相關文獻資料加以整理，歸納出假設與模型，並依照此模型進行分析與探討，以提出對實務界有效的建議與學術界未來的研究方向。 本研究採問卷調查法，在不同產業中挑選頗具盛名的公司，針對其員工進行便利抽樣，並採用Lisrel 和 SPSS軟體來進行資料的分析。從威權式領導風格、知識分享企業文化、知識分享意願三個構面，探討主管威權式的領導風格如何影響員工的知識分享意願，並以知識分享的企業文化為干擾因素。以研究結果歸納出相關結論，以提供相關建議，供實務界在推行知識管理時一個主要的關鍵成功因素，以提高知識分享的可行性。亦供學術界進行組織氛圍研究之參考。 本研究結論如下: 1. 威嚴式領導與員工知識分享意願呈現負相關。 2. 知識分享的企業文化與員工知識分享意願呈現正相關。 3. 知識分享的企業文化，干擾在威權領導風格下之員工知識分享意願程度。 / In the past, research on the knowledge-sharing behavior of indi-viduals lacked discussions on authoritarian leaderships. Therefore, this research demonstrates how authoritarian leadership and or-ganizational culture affect the knowledge-sharing behavior of indi-viduals. The purpose of this research is to focus on an authoritarian leadership’s effect on the knowledge-sharing behavior of individu-als that is influenced by innovation and a sound organizational climate. Questionnaires were administered to employees from various in-dustries in order to gather information regarding individuals’ be-havior under an authoritarian leadership. The author used conven-tional sampling methods and 233 out of 250 participants provided relevant information. The findings of the research were as follows: 1. The more a leader tends to express authoritarian leadership, the less an individual exhibits knowledge-sharing behavior. 2. The more an organization demonstrates a knowledge-sharing culture, the more an individual exhibits knowledge-sharing be-havior. Such a culture, especially, encourages ‘innovation, sharing and learning’. 3. Organizations that possess a culture that is highly oriented to-wards knowledge sharing influence the knowledge-sharing be-haviors of individuals under authoritarian leaderships.

在強調差異性、多元消費性的現代社會中，如何以豐富多樣的體驗資源，透過生活型態的觀眾研究調查，開拓「一個博物館，多種生活型態」的生活型態行銷策略，是博物館人要面對的時代考驗。為培養博物館目標觀眾並開發潛在觀眾，博物往往透過多種行銷手法與管道，以吸引觀眾的注意與興趣，在相關研究中顯示，口碑建立往往是最有效的行銷方式。因此，透過「口碑行銷」切入分析具影響力的博物館觀眾族群，可做為博物館開發觀眾之重要方式。 本研究以臺北縣立鶯歌陶瓷博物館為研究對象，研究目的旨在瞭解博物館觀眾的生活消費特性，藉此推測博物館可以開發的潛在觀眾屬性，並探究博物館生活型態及對博物館推薦意願強度之關係，以作為博物館訂定行銷策略之方向與設計博物館各項功能的內容。 依據本研究發現，經由因素分析萃取出5個生活型態因素，依其屬性命名為藝文參與、品牌消費、工作成就、文化教育以及家庭流行；再依據5個因素得分透過集群分析，區隔出5個不同生活型態集群，分別命名為「工作熱衷群」、「流行休閒群」、「就學學生群」、「藝文消費群」以及「家庭導向群」。本研究分析結果亦顯示，博物館觀眾可以依據不同的生活型態分成不同的族群，而不同的生活型態族群亦有不同的參觀模式，並對於博物館服務與設施的推薦意願的亦有所差異。 最後根據研究發現，分別依據不同族群生活型態之屬性與博物館推薦意願之差異，提出不同的博物館行銷策略與方案，以提供博物館開發觀眾之參考。 / In this contemporary society where emphasis is placed on differentiation and diversified consumption, it is a test for contemporary museums to conduct audience lifestyle studies with multi-faceted resources, and to explore a lifestyle marketing strategy for ‘one museum, multi lifestyles’. Most museums usually have to conduct various marketing promotions and through different channels to cultivate target audiences and attract potential audiences. Various related studies indicates that word-of-mouth is usually the most effective marketing strategy. Therefore, through ‘word-of-mouth’ to analyze influential audiences could be an important way to explore potential audiences. This study takes Taipei County Yingge Ceramics Museum, to understand the consumption behavior of museum audience, in order to assume the characteristics of potential museum audiences, and to explore the relationship between museum typology and audiences’ willingness to recommend. This will also serve as the basis for future marketing strategy, and to design various museum functions and contents. Based on the findings, five typology elements were extracted through element analysis, namely artistic participation, brand consumption, work achievement, cultural education and family popularity; then through group analysis these five elements were segregated into different lifestyle typologies, namely ‘workaholics’, ‘popular leisure’, ‘students’, ‘cultural activity consumers’, and ‘family-oriented consumers’. The analysis will indicate that museum audiences can be grouped based on lifestyle. Audiences with different lifestyle backgrounds encompass different visiting patterns, and may differ in willingness to recommend museum services and facilities. Finally, based on the findings of this study, we intend to propose different museum marketing strategies based on audience lifestyle, and their willingness to recommend the museum, to serve as future reference as museums targets potential audiences.