針對近年來，民間組織及政府機構無不相當積極扶植且推廣文化產業，但由於文化產品本身具有相當高的複雜性及豐富性，故若皆採取相同之行銷手法，恐怕推廣效果會不如預期，因此本研究欲探討不同來源之第三方背書效果影響消費者在面對不同種類的文化產品時所產生之認知差異與偏好的改變。 綜觀過去文獻，針對通俗文化產品，像是電影的行銷手法研究為數相當多，然而對於精緻文化產品，像是歌劇、古典音樂會等相關研究卻往往付之闕如。因此，本研究希望結合文化產品類型（通俗文化產品與精緻文化產品）以及評價來源（專家與一般消費者）探究兩者之間是否會對消費者的認知及偏好產生交互作用影響。 研究方法以問卷方式進行，樣本選擇大學生為主要受測對象，並以ANOVA及t檢定來驗證假設。其中大部分的研究假設皆受到支持，總合研究結果如下： 1. 評論來源與文化產品類別對於消費者的產品內容理性認知、產品態度以及購買意願皆有顯著的交互作用影響。 2. 評論來源對於消費者認知的評論可信度有顯著影響，另外，在評論實用度方面，當消費者面對精緻文化產品時，專家評價的實用度會顯著高於一般消費者。 因此，無論民間單位或政府組織在推廣文化產品時，應適當的依照不同文化產品類型採取不同的行銷策略，以便更有效率地說服消費者進行購買。

現代的稅務機關除了稽徵工作、確保稅源及防止逃漏稅外，更重要的是政策的行銷宣導，運用各項傳播途徑，配合宣導對象特性的差異，讓民眾了解稅務機關的業務職掌、行政流程、稅法規定與便民措施，藉以提昇機關親民的形象，透過傾聽民眾反應的意見，作為施政的依據，以減少政府機關與民眾認知的差距，符合實際的需求，增加徵納雙方的和諧。 桃園縣各鄉鎮市不同的地理環境及人口特性，在租稅宣導的過程中對於民眾反應亦產生不同的影響，本文藉由大眾傳播理論及相關文獻，將人口統計變項、宣導途徑、宣導內容及民眾認知、態度與行為之間的關係納入研究的範圍，透過問卷調查及統計分析發現： （一）利用率較高的宣導途徑依次為電視、親朋好友、網路、村里長、廣播及活動講習（二）人口統計變項會影響宣導途徑的選擇（三）宣導途徑的不同會讓民眾的反應產生差異（四）宣導內容會影響民眾產生不同的反應（五）人口統計變項對於民眾反應具有影響（六）宣導途徑透過人口統計變項對於民眾反應具有間接效果。 最後建議應依據利用率及預算選擇適當的宣導途徑，將人口統計變項、宣導途徑及宣導內容配合運用，而且定期評估調整宣導途徑及內容以提高宣導成效。

近年來，青年加入志願服務已成為一種趨勢，而在這逐漸步入高齡化的社會中，青年的服務提供者扮演重要的人力資本。從研究者在大學期間至浩然敬老院服務的經驗出發，探討大學生何以願意加入服務老人行列及加入服務後對他們的影響為何。據此，研究問題如下：（1）大學生加入老人服務性社團的動機為何？（2）參與老人服務性社團的大學生對老人的態度為何？（3）大學生對老年生活的認知為何？（4）服務老人的經驗對大學生對老人的態度及人生價值有何影響？ 本研究採用質性研究法，並以半結構式訪談蒐集資料。本研究共訪談9名來自淡江大學浩然守護天使社團的大學生，其中5名女性4名男性，他們提供服務的年數介於1年至3年間，而大多數大學生自大學一年級即加入服務，出席率狀況穩定者居多。有6位大學生自小由祖父母照顧或居住；至於未由祖父母照顧的3位學生，他們亦有和祖父母頻密接觸的經驗。研究結果如下： 一、大學生服務老人的動機：大學生參與服務老人的服務性社團的動機可分為兩個層次：大學生參與服務性社團的原因及大學生選擇以老人為服務對象的原因。在大學生參與服務性社團的原因方面，包含：（1）實踐利他的意義；（2）同儕的影響；及（3）機會的可近性。在大學生選擇以老人為服務對象的原因方面則為：（1）對服務對象的認知；及（2）個人的生命經驗。 二、大學生對老人的態度：大學生對老人的生理特徵方面提出了三個面向的觀察：（1）老人在外觀上，包含軀體上及感官系統皆產生變化；（2）老人身體機能退化；（3）老人的移動能力降低。大學生對老人心理狀態的看法分為四個面向：（1）健康老人的圖像：可以好好照顧自己的生活、保有樂觀的態度、願意與別人互動、擁有自我排解負面情緒的能力才是健康的老人；（2）老人學習能力：大學生認為老人有學習的能力，並提出學習的機會、長者本身擁有高度學習意願及指導者的耐心教學是影響老人學習的因素；（3）老人的人格是被動、冷漠、自我、不服老、健談、熱情及堅強的；（4）老人的情緒呈現悲觀消極、憤世嫉俗、需要被別人關懷及看得開的。 三、大學生對老年生活的認知：（1）家庭面向：老人擁有實際層面和精神層面的意義，他們是完整家庭的精神象徵、家庭凝聚力的中心、意見提供者及分擔照顧責任的輔助角色；（2）社會面向：老人在社會中扮演傳承、經驗分享及生命教育的角色，但也有大學生認為老人消耗社會資源造成社會負擔；（3）經濟面向：大學生觀察到居住於敬老院的長者能夠維持基本的生活開銷，但社區長者在經濟上則呈現貧窮與富裕兩極端的現象；（4）居住面向：大學生不僅認為長者的居家環境必須清靜、安全、充滿活力及具備無障礙設計，也對安養機構提出看法，認為安養機構有別於家的感覺、生活制式化、缺乏選擇的自由及生活照顧疏離。 四、大學生加入老人服務後的影響：首先，服務老人影響了大學生對老人的態度，他們變得更願意關懷長者、更尊重長者、對長者更有包容心、發現長者的能力、更了解長者的需求，甚至將服務中的感受回饋給家種的長者。其次，大學生服務老人的經歷也對他們的人生價值產生影響：（1）個人價值：對「幸福」意義的反思、提升自信、學習到人生的智慧；（2）社會價值：重視家庭的安全感、體會真誠的友誼之重要性；（3）能力價值：發現口條能力的重要性；及（4）道德價值：服務的觀念、重視真誠的態度及對長者投入更多愛心。 五、本研究依據結果提出幾個建議：（1）針對學校的建議：鼓勵校方可透過辦理代間服務學習課程及老化體驗，並加強課外活動組的角色，以推動更多大學生加入服務性社團；（2）針對安養機構的建議：促進安養機構長者的活力老化，以及讓安養機構展現家的元素；（3）針對政策的建議：提供長者活到「活到老，學到老」的環境，並完善經濟安全體系。 / In recent years, the youth to join the volunteer service has become a trend. With gradually aging society, youth service providers are playing an important role. This is to explore the experience of University students from researchers at the University to nursing home services. At the same time to find out why students are willing to join the ranks of the service for the elderly and what the effects are after joining services. The following are the research questions: (1) What motivates the students to join service club for the elderly? (2) What are the attitudes of the involved University students towards the elderly community? (3) What level of knowledge the University students have about life in old age? (4) What are impacts for the students in terms of the value of life and the attitudes towards the elderly following their experience of the service the elderly? This research used a qualitative research method, and semi-structured interviews to collect data. The research interviews with a total of nine University students from Tamkang University, Hao Ran Guardian Angel Club. Five of them are female and four of them are male. In between them they have the experience of providing the services of one to three years. Most students involved since their first year in University and most of them have stable attendance rate. Six of the students brought up or live with their grandparents. Three out of the six students have not been under the care of their grandparents. However they have the experience of close relationship with their grandparents. The results of the research are as follows: A. The motivation of university students to join in the services for the elderly: The motivation of the students involved in services for the elderly service club can be divided into two levels: The reasons for students to participate in community service and in the services targeting the elderly. The reason for students to participate in the community service include: (1) Involve in activity that contributing to the society, (2) The influence their peers, and (3) The accessibility of opportunity. The reasons for students to chose the elderly as their servicing targets include: (1) Familiar with the servicing targets, and (2) Personal life experience. B. University student’s attitudes toward the elderly: Students have raised three observation points with regarding to the elderly physiological characteristics: (1) Elderly change of physical appearance and sensory system, (2) Degradation of the physical function of the elderly, and (3) Elderly reduced ability to move. Students have raised four observation points with regarding to the elderly psychological characteristics: (1) Images of healthy elderly: Able take good care of their own lives, to maintain an optimistic attitude, willingness to interact with others and has the ability to self troubleshooting negative emotions, (2) Elderly learning ability: Students believe that the elderly have the ability to learn, and if presented an opportunity to learn, the elders themselves have a high degree of willingness to learn. Patience and guidance during teaching process have a direct impact to elderly learning ability, (3) The elderly personalities are passive, indifference, self-centred, talkative, enthusiastic and strong, (4) The elderly are pessimistic and cynical, need others caring. C. University student’s awareness of life in old age: (1) Family perspective: The elderly are significance in both the actual and spiritual life. They are a symbol of the complete family, the centre of family cohesion, the supporting role of advice and sharing the responsibility in parenting, (2) Social perspective: The elderly are the symbol of heritage, experience sharing and the role model. But some students believe that the elderly consume social resources became the social burden, (3) Economic perspective: Students observed that the elderly living in nursing home has the ability to maintain basic living expenses, but the financial situation of the elderly living in the community are divided by two extremes of poverty and wealth, and (4) Living perspective: Students not only believe that the living environment for the elderly must be quiet, safe, vibrant and with easy access design, they also put forward their views that nursing homes have a different feeling of home, life regularization, the lack of freedom of choice and family members caring became a rarity. D. Effect of University students involve in services for the elderly: First, services for the elderly affecting college students' attitudes toward the elderly, they become more willing to care for the elderly, and more respect for the elderly, treating the elderly with more generosity, recognise the ability of the elderly, better understanding of the needs of the elderly, and even express their feeling to the elderly after providing the service. Secondly, the experience of the university student services for the elderly also have an impact to their view on the value of life: (1) Personal values: A reflection on the meaning of happiness, to enhance self-confidence and acquired the wisdom of life, (2) Social values: Emphasis on the family's sense of security and appreciate the importance of friendship, (3) Competence values: Discover the importance of persuasive eloquence, and (4) Moral values: The concept of service, appreciate the sincere attitude and treating the elderly more care and love. E. With the data and information collected above, this research proposed a few suggestions: (1) Suggestion for the school: To encourage the school upon intergenerational service-learning courses and the elderly service experience. Strengthen the role of the curricular activities and to push for more students to join a service clubs, (2) Recommendations for nursing homes: Promote vitality of the elderly activities and to inject the elements of home in nursing homes, and (3) Recommendations for policy: To provide the elderly the adequate learning environment, and to improve the economic security system for the elderly.

本研究探討不同的廣告訴求應用在豪華手錶平面廣告。隨著奢侈品市場的不斷擴大，這一類的研究已經成為顯著的。然而，大多數以前的研究調查奢侈品消費行為和他們中的一些重點方面的內容。事實上，感性情緒表現手法是不可或缺的元素，用以組成的精品手錶廣告，試圖帶領讀者通過中樞或外週途徑來處理消息，引起積極的感覺，而非集中的價格本身。 要充分認識到概念，研究開發了兩個環節的研究過程中。第一步是了解和分析所收集的刺激，以檢查不同的內容，在每個廣告訴求廣告訴求的頻率。分析顯示，高檔手錶不僅僅只是高端商品，他們被轉移到不同的符號，嵌入的平面廣告，引起讀者的情緒刺激時，。第二個步驟是採訪的目標消費者是如何處理這些刺激，他們的回憶和態度的變化。所闡明的結果不一致的廣告訴求具有不同程度的召回，根據特定的目標群體。豪華的吸引力，最常用的廣告訴求，可能不一定有回憶度，因為視覺競爭激烈，類似的困難。此外，強大的回憶度，例如性感手法並不一定會導致積極的態度。每個廣告訴求有其長處和短處在回憶和態度的變化，根據不同類型的消費者，促進精品手錶，以達到最大的效果，使用合適的廣告訴求的重要性。 / This study investigated the different advertising appeals that are applied in luxury watch print ads. With the expanding market of luxury goods, the studies on this category have become significant. However, most prior studies investigated consumer behavior to luxury goods and few of them focused on aspect of content. In fact, advertising appeals are indispensible elements for composing print ads since luxury watch advertisers attempt to lead the readers to process messages via central or peripheral route, arousing positive feeling without concentrating the only price itself. To fully understand the notion, the study has developed research process in terms of two aspects. The first step is to understand the frequency of advertising appeals and analyze collected stimuli to examine different contents in each advertising appeal. The analysis demonstrated luxury watches are just more than high- end commodities; instead, they are transferred into various symbols, which are embedded in the print ads to arouse readers’ emotions while exposed to stimuli. The second step is to interview how target consumers process those stimuli, their recall and attitude change. The result articulated discrepant advertising appeals possess different degrees of recall based on specific target groups. Luxurious appeal, the most frequently used advertising appeal may have difficulty in being recalled because of fierce, similar visual competition. Besides, the strong recall, e.g. sex appeal does not necessarily lead to positive attitude. Each advertising appeal has its strengths and weaknesses in recall and attitude change based on various types of consumers, which shows the importance of making use of suitable advertising appeal for promoting luxury watch to reach the greatest effect.

No description available.

The outline of this project begins with the exploration of basic idea of leadership and further linking it with Chinese political environment. Subsequently the transformational leadership model is used to analyze Chinese students’ perception of President Xi Jinping, while the traits of followers — in this case Chinese students — are defined using Robert Kelly’s followership model. The central piece of this research was to conduct survey among Chinese students, while the survey questionnaire was analytically designed to reveal the follower’s level of agreement with Xi Jinping’s policies as well as overall popularity. The survey data also helped indicate the types of followers and to examine relevant connections to their viewpoints, which aided in investigating their perception of Chinese president as a leader. This framework would conceivably be an effective attempt to indicate that how followers define themselves and how their standpoint conceives leadership. This study can not only help identify the popularity of Chinese leader among students but also evaluate the effects of policies introduced by Xi Jinping. Finally, the research is included to understand to what extend current policies meet students’ expectations, which can predict the trend and help weigh future reforms, formulation of new policies and development of the governing system.

京都大学 / 0048 / 新制・課程博士 / 博士(工学) / 甲第19933号 / 工博第4216号 / 新制||工||1652(附属図書館) / 33019 / 京都大学大学院工学研究科都市社会工学専攻 / (主査)教授 藤井 聡, 准教授 宇野 伸宏, 准教授 山田 忠史 / 学位規則第4条第1項該当 / Doctor of Philosophy (Engineering) / Kyoto University / DFAM

本研究之目的在了解山地族群國中學生之自我接納態度、升學與就業意願及父母管教 態度，並探討三者間之關係，進而尋求適當之輔導途徑，期能協助有關單位對山地青 少年問題之了解與輔導。本研究採問卷調查法，經以賴保禎編訂之「父母管教態度測 驗」、郭為藩編訂之「自我態度問卷」及自編之「升學與就業意願調查表」，調查花 蓮縣十所國中之山地族群學生計 373人，依問卷結果進行統計分析，並參閱相關文獻 以為解釋與討論之依據。 本研究內部共分五章，首章緒論，敘述研究之動機、目的及重要名詞解釋，第二章為 相關文獻之探討，第三章為研究架構，說明研究假設、研究對象、研究工具及實施程 序，第四章為研究結果之分析與討論，第五章結論，陳述研究結果並擬提出若干具體 建議。 本研究主要獲得以下結果：(1) 山地族群之父母管教態度在籍別及性別上無顯著差異 ，但部分態度因父母是否長期出外工作而有顯著差異，且普遍知覺父母有較不合理的 管教態度；(2) 自我觀念亦無顯著籍別差異，但部分領域因性別或父親是否長期出外 而有顯著差異；(3) 教育及職業抱負上因性別有顯著差異，在其他變項則不顯著，而 有75.%以上的學生希望繼續升學，且希望達高中以上之程度，對未來的職業亦多選擇 技術性或半專業性質之工作，如美容師，警察、出納員；(4) 學生之自我觀念、教育 職業抱負間大致有顯著相關，惟各組樣本有些微差異；(5) 父母管教態度較佳的學生 大多有較積極之自我觀念，但在教育及職業抱負上則與父母管教態度較劣的學生無顯 著差異。 綜言之，本研究結果大致符合本研究假設與預期結果，而部分結果未如預期，則有待 未來進一步研究。

在資訊爆炸的時代，行銷商在傳遞行銷訊息上面臨了巨大的難題，迫使市場繁衍出全新的行銷方式以抓住消費者的目光，隱性行銷便是這變革中的其一。在台灣，隱性行銷的運用方式除了商品置入外，另一較常見的就是「部落格行銷」。 只是當部落格沾染上行銷的色彩時，讀者將無法分辨文章的內容到底是出自於部落客的個人經驗或是廣告美言，也許會因此破壞讀者對部落客的好感與信任。 本研究目的為探討時尚美妝部落格商業意圖揭露（有／無）與商業意圖揭露時機（前／後）是否會對部落客的態度造成影響；此外本研究亦想探討消費者對商業意圖揭露的既存態度（高／低）是否也是影響該消費者對部落客態度的潛在因素。 本研究採取「實驗室研究法」，並以美妝保養部落格為例。實驗共分為三組（無揭露／揭露於產品置入之前／揭露於產品置入之後），對商業意圖揭露的既存態度則為調節因素。實驗對象主要為國立政治大學曾經在欲購買某產品前有先透過部落格搜集相關資訊的女學生共90人。統計工具使用SPSS進行分析，以檢驗本研究之模型及相關假設。 依據本研究結果，文章商業意圖揭露的有無與時機並不會顯著影響讀者對部落客的態度，另外讀者對商業意圖揭露的既存態度亦不會調節文章商業意圖揭露對部落客態度的影響。

隨著能源短缺與環保議題逐漸受到重視的情況下，政府也開始積極推動家戶裝建太陽光電系統，而本研究欲探討消費者對於購買太陽光電系統時所考量的主要原因；換言之，哪些因素會影響消費者購買太陽光電系統的態度與意願。接著針對太陽光電系統有不同了解程度與不同社經地位的消費者，對於購買太陽光電系統時的考量因素是否有差異，進行更深入的探討。 本研究參考過往文獻，並引用邱志聖(2014)策略行銷分析理論，整理出六項考慮因素:「成本效益比」、「環保意識」、「人體危害」、「系統故障性」、「相容性」與「科技設備專屬陷入」，並以知識程度與社經地位做為調節因子，探討不同類別的消費者對於購買太陽光電系統時的考量因素有差別。而研究結果顯示，消費者對於成本效益比、環保意識與相容性皆對購買態度有顯著且正面的影響，而人體危害與購買態度呈現負向影響。此外，消費者的考量因素對購買態度的影響會因社經地位與知識程度高低而有所不同，不同知識程度的消費者對成本效益比皆十分注重，然低知識的消費者比高知識的消費者要多考慮環保意識、人體危害與相容性；此外成本效益比與環保意識對高低社經地位的消費者都有顯著的影響，且影響低社經地位的消費者購買態度還多了人體危害與相容性的問題。本研究亦會進一步闡述研究結論背後的行銷意涵，廠商可藉此調整自己的策略，進而達到滿足消費者需求與提升其購買意願之目標。