台灣金融業競爭日益激烈，在產品同質性高的情況之下，各家金融機構轉而透過服務來創造差異化利基並且盡力與顧客維持長久且深厚的關係，厚植競爭力。對於金融機構行銷人員來說，其透過提供符合期望之產品服務來使既有顧客重複購買使用，並選擇正確的溝通管道與顧客溝通，藉此增加顧客對該行的忠誠度，達到極大化顧客終身價值的顧客關係管理目標。 金融機構與顧客接觸的管道相當多元，從實體分行之臨櫃人員、理財專員、客服中心到虛擬之電子郵件、網路銀行與手機APP等。然而，過去卻少有研究探討金融機構在執行顧客關係管理活動時透過不同「溝通管道」與「溝通內容」對於顧客溝通訊息之說服效果差異。因此，本研究目的在於了解金融機構在執行顧客關係管理活動的訊息傳遞時，透過何種管道以及傳遞何種內容之訊息對於顧客會有最佳之說服效果，進而提升顧客關係管理之成效。本研究主要透過實驗設計與問卷發放來蒐集資訊。 研究結果有以下幾點；首先，顧客對於來自不同管道的「非個人化訊息」所認知之說服效果有差異，又以網路銀行的說服效果最佳。然而「個人化訊息」透過不同溝通管道傳遞，對於顧客卻沒有顯著差異的說服效果。其次，透過「電話」與「電子郵件」傳遞訊息時，搭配「個人化訊息」有顯著較佳的說服效果，其中電話的差異性較大。至於「網路銀行」不論搭配何種內容的訊息，對於說服效果無顯著差異，不過整體來說，使用網路銀行與顧客溝通時，說服效果皆大於其他溝通管道。 / As the competiton among financial industry in Taiwan is getting increasingly fierce, under the high product homogeneity, each financial instutution turns to create differentiation through service and tries hard to maintain a life-long relationship with cistomers. For financial marketers, they make customers purchase the product or use the service again and again not only by providing proucts and services which meets their expectations, but also choosing the right channel to communicate with customers. All the efforts are meant to increase cusomers’ loyalty and attain the goal of customer relationship management – maximize customers’ life-time value. There are multi channels for financial institutions to contact their customers, from physical channels including counter personnels, financial consultants and call center to virtual channels such as email, online bank and APP on mobile phones. However, few studies had discussed the difference of persuasive effects of messages delivered through “different channels” and “different contents” within when financial institutions implementing CRM activities. Therefore, the purpose of the study is to compare and understand by what channel and with what contents may have the best persuasive effects when sending messages to customers, in order to enhance the result of CRM.The main research method is experimental design and collecting data by questionnaires. The study result are shown below. First, the persuasive effect of “non-pesonalized” message delivered through different channels is significantly different, especially through “online bank” has the best persuasive effect. However, the persuasive effect of “pesonalized” message delivered through different channels has no differences. Second, delivering “pesonalized” message by “phone” and “email” has significantly better persuasive effect. Besides, using “online bank” to deliver messages, there is no difference of persuasive effect no matter what content within. But generally speaking, using online bank to communicate with customers, compared to other two channel, it has better persuasive effects.

在台灣以服務型為導向的企業都致力於滿足客戶與顧客的需求，以求提升利潤，其中，帶給顧客滿足的重責大任幾乎都是由員工來執行；然而，近年來越來越常聽聞員工的福利與權益收到忽視甚至遭到擠壓。由此推論，一個不快樂的員工如何提供令顧客滿意的服務呢？因此，除了重視外部行銷以外，更是要強調內部行銷的落實。所謂內部行銷就是企業如何將公司及工作有效地行銷給員工，就如同將產品與服務行銷給外部顧客一般。 台灣的房仲產業競爭激烈，並強調顧客至上，而在這樣的情況下，公司仍否會重視對員工的照顧是本篇欲討論的重點。本研究以台灣本土房仲產業─信義房屋為研究對象，旨在探討其內部行銷作為與員工的心理擁有感表現。信義房屋目前為全台規模最大的房仲公司，創辦人周俊吉先生除了強調提供給顧客最優質的服務以外，也重視公司的永續經營與發展。此外，信義房屋是唯一一家上市的房仲公司並且連續被天下雜誌評選為天下企業公民。本研究採用半結構式深度訪談去發現公司的內部行銷作為，並進一步探究公司內部員工對公司本身以及信義房屋品牌的心理擁有感表現。 / Service-oriented companies mostly focus on carrying out external marketing which aims to provide best services to external customers. Traditionally speaking, this way seems to ensure higher revenue for companies. However, they are inclined to overlook the importance of employees who are reckoned as internal customers when applied to internal marketing. Nowadays, it is argued that focusing only on external customers would not ensure prosperity of the company. The application of internal marketing, clearly the opposite concept of external marketing, aims to sell the jobs and the company to its employees. More and more companies, especially service-oriented ones, acknowledge that the firm itself is supposed to bring satisfaction to its internal customers in accord with organizational objective before delivering satisfaction to external customers since most financial transactions occur between employees and customers. Specifically speaking, behaviors of employees have direct influences on customers and their ensuing consuming perceptions. In this regard, service firms should put much more emphasis on application of internal marketing. This study chooses Sinyi Realty as the research target in an attempt to explore its practices of internal marketing and ensuing performances of employee psychological ownership. Realty companies in Taiwan intensively compete with each other and thus put more emphasis on external customers. As for Sinyi Realty, a locally-developed and large-scale realty company, its founder and chairman Mr. Chou, Chun-Chi not only focuses on providing best services, but emphasizes sustainable management which is different from making fast money addressed by other realty companies. Besides, it is worth mentioning that it is the only listed realty company in Taiwan and has been awarded by Excellence in Corporate Social Responsibility many times. In this regard, this study adopts semi-structured in-depth interview to discover the real situation of internal marketing within the company. Most importantly, this study aims to explore performances of psychological ownership toward the company and the corporate brand among employees of Sinyi Realty. In fact, it follows two questions which are “how much do you feel the company is yours?” and “to what extent do you view the corporate brand as part of extended-self?” According to the case analysis, application of internal marketing found in Sinyi Realty exerts huge influences on employee psychological ownership, and also the impact of other critical factors cannot be underestimated. Based on the facts and discussion above, there are 8 derivative propositions in total that explicitly explain the relationships between internal marketing and psychological ownership; and other 3 propositions also manifest their close relations with psychological ownership for the organization and the corporate brand. Though these 11 derivative propositions are not discreetly examined by quantitative research method, they indeed present a general situation of Sinyi Realty and provide different research aspects for future study. At last, 4 managerial implications are proposed in expectation of enhancing the degree of psychological ownership among employees of Sinyi Realty by means of improved application of internal marketing.

無論在電腦動畫、電玩或電影產業，利用電腦自動產生虛擬人群已逐漸成為不可或缺的要素之一。這些虛擬人群，往往是系統先賦與每個虛擬代理人(agent)基礎智能，然後藉由個體之間的互動法則所自動產生。然而，過去因為普遍未考量真實群體情境中的傳播與互動模式，使得虛擬人群所表現的群體行為與現實情況仍有些差距。因此，我們引用社會心理學文獻，建立一個具有溝通機制的人群模擬平台(IMCrowd)，以期自動產生與現實群眾動態更相似的模擬人群。IMCrowd是多代理人(Multi-agent)基礎的系統，其中每個虛擬代理人都具有區域的感知範圍與自主能力，因此他們能夠自動地與環境中的其它物件互動與反應。由於我們為IMCrowd所建立的溝通模型考量了社會心理學的理論，因此虛擬人群能浮現真實群體動態中的社會互動模式，如情緒傳染與從眾效應。本研究以IMCrowd執行了多種情境下群眾暴動與群眾控制的模擬，藉此展現本系統的應用將不僅可提升群體模擬的真實度，亦可做為社會心理學家研究群體行為的工具。 / Using computer to automatically generate simulated crowd has become a trend in animation, computer game, and film productions. Many of these works were produced by modeling the intelligence of the agents in a crowd and their interactions with other nearby agents and the environment. However, the perceived facts or elicited emotions usually do not propagate in the crowd as they should in the real life. In this work we attempt to build up a communication model to simulate a large variety of crowd behaviors including the course of crowd formation. The proposed crowd simulation system, IMCrowd, has been implemented with a multi-agent system in which each agent has a local perception and autonomous abilities to improvise their actions. The algorithms used in our communication model in IMCrowd are based heavily on sociology research. Therefore, the collective behaviors will emerge out of the social process such as emotion contagion and conformity effect among individual agents. Several elaborate riot simulations and riot control simulations are demonstrated and reported in this thesis as the application examples of IMCrowd. Thus, we claim that IMCrowd may not only benefit on enhancing realism of crowd animation but also be useful in studying crowd behaviors such as panic, gathering, and riots.

以英語為母語以及非英語為母語之教師，兩者間之協同教學國家級計劃，從1990年代開始在日本、韓國及香港各地執行。過去十年，台灣地區共有兩個相關計劃：一個位於中部某縣轄市；另一個則在北部地區，由該地方教育局與某知名學術基金會合作執行。關於這類的計畫，目前已有文獻探討執行上的困難，主要包括文化歧見、老師教學效能、與行政單位之運作問題，但其實卻並無整體評析之深入研究可供參考。 本研究遵循質化與量化的方法，針對北部之計畫為對象，深入評析中外師協同教學執行一年後之師生學習成效。研究首先以量化方式以成就測驗與態度問卷了解計畫中80名四年級與六年級小學生的英文學習成果、他們對英文的態度以及學習動機。另外又以訪談、課室觀察以及教學日記蒐集資料，分三組追蹤調查六位中外師之專業成長，藉衛考斯基的社會文化理論做分析，而文化體認方面，則以第三向度觀點，了解不同文化背景的老師之發展。 研究結果顯示此項中外師協同教學計劃對學生學習有正面作用，但程度則多有不同。學生之閱讀與聽力有成長，四年級學生受益又比六年級學生更多，但成果則因時間較短而稍顯淺薄。另一方面，中外教師在專業知識與文化體認上有顯著成長，可以說是本計畫最大受益者。 整體而言，計畫單位對中外師雙方合作關係之培養具備完善的機制，而在文化體認方面又有一群能夠以持平立場看待文化差距的諮詢專家，為中外師創造第三向度合作空間，使雙方能夠大方擁抱兩種文化且無需掩飾彼此之不同。這些設計使計劃更有效能，整體執行方式具參考價值。 / National co-teacher programs involving native English speaker teachers (NESTs) and non-native English speaker teachers (NNESTs) have been in operation since the 1990’s in Japan, Korea and Hong Kong. Two major programs have been established in Taiwan in the last ten years, one by a city government in the central part of Taiwan, the other by the education bureau of a rural county in the north, in collaboration with a well known academic exchange foundation. The cultural, pedagogical and administrative challenges such schemes face are well documented but there has been little evaluation of the benefits for stakeholders This study focused on the program in northern Taiwan and followed a mixed methods approach in order to trace learning gains from co-teaching for teachers and students over the course of one year. Students’ gains in English proficiency and changes in attitude and motivation were measured in a quantitative study involving over 80 4th and 6th grade students who were tested and surveyed. A triple case study investigated growth in professional knowledge and cultural awareness in three teaching pairs through interviews, class observation and teacher journals. Teacher learning was studied through the prism of socio-cultural theory and growth in cultural awareness from the perspective of thirdness. The program was found to have a positive effect on students, but in varying degrees. Student scores in both reading and listening proficiency improved while their attitudes and motivation were positive. Proficiency gains were greater among 4th graders than 6th graders, but the results also showed that for students, the impact of a one year program is relatively shallow. Teachers grew considerably in both professional knowledge and cultural awareness and were the greatest beneficiaries of the program. This study also found that the effectiveness of the program was facilitated by certain enabling mechanisms which nurtured the relationship between NESTs and NNESTs. Cultural awareness was facilitated by a culturally fair panel which helped create third spaces where teachers could embrace both cultures without hiding the differences between them.

電視新聞置入性行銷雖是新興現象，但在新聞界蔓延已成為普遍現象，成為影響新聞產製的重要力量。電視新聞置入性行銷，以較為迂迴、精心設計，與新聞內容融合一體，使消費者難以區辨到底是新聞，還是為商品廣告的行銷訊息。國內目前研究，多是探討此種行銷方式，對新聞專業與新聞工作者的影響，尚未見對閱聽人接收與影響面向的研究。是故，本研究欲探究閱聽人對於產品置入性新聞之接收評價，在溝通效果中扮演的角色。 本研究以實驗法進行，採取三因子實驗設計，為2(置入型態：顯性/隱性)*2(論點品質：強論點/弱論點)*2(產品涉入度：高涉入/低涉入)*2=8個產品置入策略組合，為避免受試者觀看不同產品的效果差異，故讓每位受試者觀看分別看高低二種產品涉入度的實驗影片，形成4個實驗組別，共邀集185位受測者參與，回收有效問卷164份，有效回收率為88.65%。　 研究結果發現，「產品置入型態」對置入性新聞溝通效果未有顯著影響。「訊息論點品質」是影響產品置入性新聞的關鍵因素，對產品置入性新聞之溝通效果影響最為顯著；採取強論點訊息，能引發閱聽人較正向的接收評價，不論是訊息接受度、可信度與資訊性皆有較佳的評價，進而影響消費者對品牌的態度，對訊息的記憶程度亦有相對較佳的表現。閱聽人對「置入性行銷的既存態度」影響閱聽人接收不同論點品質的溝通效果：即置入性行銷持以高既存態度者，暴露於強論點品質之產品置入性新聞，比暴露於弱論點品質時產生更多支持性的想法、較高的記憶效果與較佳的訊息態度。 / Although being an emerging phenomenon, the product placement on TV News has spread into an universal phenomenon in the News circles, and become an important force influencing News production. With relatively roundabout and meticulous design, the Product Placement on TV News is well integrated with the News content, making consumers difficult to distinguish it from News and Marketing message of product. Present domestic researches are mainly investigating the impact of such marketing method on journalism and the News workers, but still haven’t focused on the reception and the influence of the audience. Therefore, this study is to investigate the audience’s reception comments on the Product Placemen on TV News and their roles in communication effect. This study adopts the experimentation of three-factor experimental design, which are 2 Placement Types (prominent/subtle) *2 Argument Qualities (strong /weak) *2 Product involvements (High /Low). A total of 185 participants were invited and all of them were randomized to watch the experimental films, and required to fill out the questionnaires after watching. A total of 164 effective questionnaires were returned, with a valid return rate of 88.65%. The results of this study show that the “Type of PPL” has no significant impact on the communication effect of the Product Placement on TV News. The “Message Argument Quality” is the key factor influencing the Product Placement on TV News. Using strong argument messages can trigger the audience’s relatively positive reception comments in message acceptability, News credibility and message informativeness and then impact the consumers’ attitudes towards brands. Also, it has relatively better performance on the recall degree towards messages.The audience’s existing attitudes towards the Placement Marketing impact their communication effects in receiving different argument qualities. The Placement Marketing with high existing attitudes will produce more supportive thoughts, higher recall effect and better message attitude when exposed in Product Placement on TV News of strong argument quality than that exposed in product placement news of weak argument quality.

面臨嚴峻的商業競爭，報業老闆對新聞事業的想像或認知，關乎競爭策略的擬定，競爭策略是否能獲得新聞記者的認同，是報業組織溝通的重要課題，它不但牽涉到報紙生產商品、新聞的內涵，也影響組織整體戰力或競爭力的發揮。 本論文以2008年易主後的《中國時報》為個案研究，探討報紙的組織溝通與其競爭力間的關連。雖說是關連性的分析，但本文未採量化分析，而是著重如何「理解」組織上下層溝通與其競爭力之間的關係。 本文採用拉克勞（Laclau & Mouffe）的論述理論（Discourse Theory）架構來觀察組織上下層的溝通行為。溝通是一種語言符號的串連與建構，新聞事業具雙重特質，每日生產的新聞不但與文化、政治領域息息相關，同時也是典型的消費商品。作為一個商業組織，報紙每日面對生存競爭論述，新經營者亟思競爭優勢之建立，另一方面記者這一行也有其歷史形構的新聞專業論述，當這些論述與新的領導者蔡衍明先生相遇，會產生何種溝通樣貌？ 研究發現蔡衍明先生因米果事業在中國發跡致富，報紙對他而言是個全新的事業體。他對新聞的認知或想像，與上述的新聞專業論述有不小差距，這些差距在組織溝通上產生不少衝撞，致使組織的穩定度不佳，競爭力發揮有限。 如果說組織是一個語言符號的結構體，那麼新中國時報的組織體仍處於一種不完整的、有缺口的半結構狀態，從論述理論的架構而言，就是上下層的組織溝通過程中，始終未產生一強而有力的主導論述，以縫合這缺口。本研究之結論顯示當組織內的論述仍處於衝撞不穩定狀態時，其產出之商品難以建立差異化特色，競爭優勢亦難以建立。 / This thesis presents a theoretical model to address the communication behavior and competitive strategy issues in the newspaper industry, where technological changes have greatly increased the scope of competition. Newspaper companies are being confronted with market changes that are destablising successful mature markets, undermining long-term relationships with readers and advertisers, and threatening the sustainability of their business models. The pace of these changes is extraordinary, forcing managers, shareholders, and employees to scramble to comprehend the changes, to develop strategic responses, and to reorganize their activities. The thesis starts with the case of China Times Daily, which used to be one of the biggest newspapers in Taiwan but sold, in the end of 2008, to a successful businessman of rice cracker, Tsai Eng-Meng. Tsai Eng-Meng, now 53, runs the biggest snack empire in China. Want Want China is now unrivaled in the country’s rice cracker market. It’s not unusual for powerful businesspeople looking to ensure a public outlet for their views to invest in the media. The question is how Tsai Eng-Meng, as the latest entrant into the media market, can manage the newspaper as successful as his cracker business. In divided Taiwan, where pro-China and anti-China groups can’t agree on much, Tsai’s purchase of the China Times sparked worries about free speech in the society and inside China Times as well. Tsai Eng-Meng does not have an experience or knowledge base of how to operate the press. The employees he needs to communicate with or he needs to “understand” mostly are the reporters with expertise in news industry. They highly praise the values of free speech and impartial reports. These values can be regarded as the most important discourse evolving from the press history. With the analytical framework of Laclau and Mouffe’s Discourse Theory, the communication between Tsai Eng-Meng and the reporters is not smooth. Some events occurring in the first year of Tsai’s management reveals that the confrontation between Tsai and the news department is so harsh that even diminishes competitive advantages of the company. Since the communication behavior in China Times remains unstable, there is not possible to bring a dominant discourse in the organization, which will lead to a bad performance in ways of public opinion and the circulation.

國際關係理論歷經第三次的理論大辯論後，理論的發展已朝向「自然主義－反自然主義」、「理論－實踐」、「基礎主義－反基礎主義」議題的論爭中。從這些論爭之中使我們發現做為國際關係學科的本體論、知識論及方法論，已經開始向社會學的方向轉折。其中，尤以新自由制度主義及建構主義的轉折更為明顯。然而，從更深層的視野來看目前各學派的理論，多多少少都含有霸權主義的成分於其中。基於此，本論文借用葛蘭西「文化霸權」的理論觀點，檢視現實主義、新現實主義、自由主義、新自由制度主義及建構主義等主流國際關係理論中的文化霸權因素，同時運用哈伯馬斯的「溝通行動理論」的概念，對上述主流國際關係理論的霸權性質進行反思，以期建構出一個在本體論、知識論、方法論上都能獲得解放的國際關係理論。 基於以上理念，本論文的發展與架構鋪陳共分為8章35節。 第一章為緒論，主要敍述論文的整個架構及重要理論說明，包括葛蘭西的「文化霸權」及哈伯馬斯的「溝通行動理論」，藉由上述兩種理論的哲學基礎，以分析說明目前國際關係理論的爭論議題，及其未來可能的發展趨勢。 第二章介紹國際關係理論三次大辯論及其理論的發展現況，然後闡明國際政治各個學派的哲學與後設基礎。 第三章概述葛蘭西「文化霸權」的理論，主要探討葛蘭西的文化霸權；它並不是一個實體的權力，而是一個意識形態及實體相互結合的領導權概念。 第四章是藉由葛蘭西的文化霸權概念，論析目前國際關係理論無論是在物質及精神意識方面，都具有文化霸權的成分。換言之，目前的國際關係理論並無法完達到解放國家受到壓迫的目標。 第五章介紹哈伯馬斯的「溝通行動理論」，主要研究溝通行動理論所涵蓋的範圍：包括了主體與主體、主體與客體及主體與社會之間的溝通關係。 第六章是運用哈伯馬斯溝通行動理論分析主體與主體（國家╱國家）、主體與客體（國家╱客觀世界）、主體與社會（國家╱國際社會、組織、制度…）之間的溝通關係，藉以解放國際關係理論所受到的壓迫與不公平現象。 第七章陳述反思下的國際關係理論其本體論、知識論及方法論。 第八章章為結論，提出本論文的主要貢獻：第一，以溝通行動為媒介的國際關係理論，會出現以國際社會的整體做為各個行動體溝通行動的場域，這個場域是一個「實體（物質）結構」、是一個「關係（權力、制度）結構」、也是一個「觀念（意義）結構」，更是經由實踐所織構出的「網絡結構」；第二，國際關係的本體論、知識論及方法論之間是一個相互辯證的過程，他們彼此之間可以相互辯證轉換。 關鍵詞：文化霸權、溝通行動理論、國際關係理論、國際政治、社會理論 / After three times of intensive debates, the direction of International Relations theory has moved to “naturalism-anti-naturalism”,”theory-implementation”, ”fundamentalism-anti-fundamentalism”. From the debates we can realize the International Relations is supported by Ontological, Epistemological, Methodological and it has change into sociology. Although the direction of neo- Liberalism and Constructivism has become clear and if we read of those theories, all of them have included some degree of Cultural Hegemony. This research takes Antonio Gramsci’s “Cultural Hegemony” theory to exam Realism, neo-Realism、Liberalism、neo-Liberalism and Constructivism. At the same time, I also use “theory of Communication” of Jurgen Habermas to talk about the hegemony among those theories, in order to let the ontological, epistemological and methodological can be applied to the theories. This research paper is divided into 8 sections and 35 chapters. Chapter one is introduction, of both theories of “Cultural Hegemony” of Gramsci and “theory of Communication” of Jurgen Habermas to illustrate today’s international disputes for International Relations and the possible development for the future. Chapter two is the three intensive debates for International Relations and the development of those theories, including international politics fundamental philosophy. Chapter three is the theory of “Cultural Hegemony” of Gramsci. It’s not an existing power but an ideal form in connection with concept of leading power. Chapter four is the use of the theory of “Cultural Hegemony” of Gramsci in the concepts of today’s international relations. Both substantial and spiritual aspects include hegemony. In other words, today’s theories of international relations can’t reach the goals of resolve the nations under pressure. Chapter five is the theory of Communication” of Jurgen Habermas, focusing on the relations of communication of Subjective to subjective, subjective to objective and subjective to community. Chapter six is the use of theory of Communication” of Jurgen Habermas in terms of the communicate relations among subjective to subjective(nation/nation), subjective to objective(nation/objective world), subjective to social(nation/ international community, organization, institution…) and then to prevent from the pressure and unfairness of theory of international relations. Chapter seven is the theory of international relations of ontology, epistemology and methodology. Chapter eight is the conclusion, with two major points: First, the use of communication actions on the theory of international relations will make the global community into a unique arena in order to provide it for different communication groups. These areas are a entity (substantial) structure, a relation(power, institutional) structure and also a aspect(meaning) structure and furthermore it can be implemented into network-structure；Second, the theory of international relations on ontology, epistemology and methodology is a dialogue and development process, that can be interacted and transfered to others. Key Word: Cultural Hegemony, Theory of Communication, International Relations theory, International Politic, Social Thiory

在使用外國語言表達的時候，語言學習者經常會遇到不會說的單字。為了使溝通能夠繼續下去，語言學習者經常會採用溝通表達策略(C.S)來幫助自己表達意見。除了口語之外，人們還可以用書面語來溝通。但目前尚未有研究關於溝通表達策略在這兩種語言形式中有何異同之處。比較溝通表達策略在這兩種語言形式中有何不同之處是我們其中的一個目標。另外，我們還檢視受試者說的能力(speaking ability)與寫的能力(writing ability)如何影響兩種形式的溝通表達策略。結果顯示只有情境策略(situation strategy)和同義字策略(synonym strategy)在兩種語言形式中呈現顯著差異。受試者說的能力只會影響策略數量上(number)的使用，並不會影響到種類上(type)的選擇。而寫的能力則與策略數量上(number)的使用以及種類上(type)的選擇都沒有關聯。策略種類上(type)的選擇不會隨著說的能力或寫的能力增加的結果使我們提出英文老師應該加強學生溝通表達策略的概念與使用的建議，期使學生提升他們的溝通能力。 / Communication strategies (C.S.) are the strategies used by language learners to deal with lexical problems when they are using a target language for communication. In addition to oral language, people can also communicate in written language. However, no study has looked into the similarities and differences of the C.S. used in the two modes. An aim of our study is to compare the use of C.S. in the two modes. The second aim is to examine the use of C.S. in the two modes through speaking proficiency and writing proficiency respectively. Subjects were asked to express prompted words to the native English interlocutor and then to write down the same set of the prompted words without using the exact words. Results shows that only situation strategy and synonym strategy display significant differences in the two modes. Besides, speaking proficiency influences the number of C.S. but is unrelated to the types of C.S. Writing proficiency does not affect the number and the types of C.S. The result that the types of C.S. do not increase according to proficiency level makes us suggest English teachers to enhance learners’ awareness of C.S. with an aim to developing learners’ communicative competence.

隨著消費者、企業主對廣告意識的不斷提高和廣告知識的日益普及，廣告效果的研究問題是一項非常重要的課題。在以往的研究中，廣告效果可分為二種，一種是廣告的銷售效果，其方式是由銷售數字來衡量廣告效果;另一種是廣告的溝通效果，是以訊息接收者態度、行為的改變程度來衡量廣告效果。 本研究採用次級資料的分析方法，以實際產品的歷史資料做為分析的對象，並結合了廣告的銷售效果及廣告的溝通效果的理論，分別採用產品的銷售量及消費者對產品品牌的品牌態度二種指標來做為衡量廣告效果的依據，進一步地試圖比較同一產品內不同品牌間的廣告效果，以衡量廣告效果的成效。 除了廣告效果的衡量外，本研究也試圖研究台灣產業的廣告是否具有遞延效果。本研究將產品類別依產品特性、通路特性、產業集中度、廣告集中度及廣告密度進行分類，試圖研究這些分類方式的產品類別是否是影響到廣告效果，期望結果能提供廠商做一參考。 根據等級相關分析及順序迴歸分析的研究結果，本研究證實，廣告投入同時具有銷售效果與溝通效果，且大部分在廣告投入對銷售相關顯著的產品在對消費者品牌態度方面也會顯著，顯示廣告投入是同時影響銷售及消費者的品牌態度。在產品類別對廣告效果影響方面，將產品依不同產品特性、通路特性、產業集中度、廣告集中度及廣告密度進行分類檢定，所得出的結果皆為不顯著，代表沒有足夠的證據說明廣告效果會依不同產品特性、通路特性、產業集中度、廣告集中度及廣告密度等產品分類方式而有所差異。

為落實「善用資訊科技、共享數位資源、激發創意思考」之教育理念，本研究分別以採用具備社群互動與資源傳遞功能之社群平台PasteWall的實驗組，以及採用一般實體面對面學習互動模式的對照組，進行創造思考學習活動，以探究社群平台是否有助於提昇學習者創造思考與聚斂評估能力，也進一步分析在電腦中介溝通的學習環境中，同儕資源分享與想法回應情形，是否優於傳統體面對面學習互動。研究結果歸納如下： 一、實體面對面互動的對照組同儕互動程度高於使用PasteWall社群平台之實驗組，但兩者的資源分享量無顯著差異；實驗組訊息回應量顯著高於互動密切的對照組，顯示應用社群平台有助於促進學習資源的傳遞與分享。 二、使用PasteWall社群平台進行互動的實驗組學習者，分享互動後的流暢力與獨創力表現顯著高於對照組學習者；實驗組低創造傾向的學習者在變通力與獨創力表現上顯著優於對照組低創造傾向學習者；研究結果支持PasteWall社群平台有助於提升實驗組與低創造傾向學習者部分擴散思考表現。 三、實驗組獲得正向評價的想法被發表之百分比明顯高於獲得中間評價想法；對 照組獲得正向評價的想法被發表的百分比明顯高於獲得中間及負向評價的 想法；顯示同儕評價向度與學習者的想法發表具有部分關聯。 四、實驗組學習者在創造思考學習任務的成效表現，顯著優於對照組學習者。 此外，根據本研究教學實驗結果，提出以下教學實務建議： 一、教師可應用學習社群平台規劃團體腦力激盪的合作式學習，激發學習者的擴散思考能力。 二、教師應適當應用電腦中介溝通的特點，協助不同特質的學生發展其創造思考關鍵能力。 三、同儕回饋對學習者分享學習成果的意願有一定程度影響，教師可適時應用學 習社群平台提供虛擬互動的學習環境，提升學習者向同儕分享想法的動機。 / In order to fulfill the educational philosophy of Using Information Technology Optimally, Sharing Digital Resources and Activating Creative Thinking, this study used two groups to implement creative thinking and learning activities, including a experimental group, which adopted the community platform of PasteWall with the function of community interaction and resource transfer, and a control group respectively, which adopted usual learning mode of physical face-to-face interaction. If the community platform is helpful to upgrade the learners’ creative thinking and convergent evaluation abilities was explored. Furthermore, if the resources sharing and thought responding among peers in the learning environment with computer-mediated communication are better than that with traditional face-to-face learning interaction was analyzed. The results of the study are summarized as below: 1. The interactive level among peers in the control group with physical face-to-face interaction is higher than that in the experimental group adopting the community platform of PasteWall. However, the volumes of resources sharing between two groups have no significant difference. The volume of response to thought in the experimental group is significantly higher than that in the control group with closer interaction, which indicates that the community platform benefits the improvement of resources transfer and share. 2. For the learners in the experimental group utilizing the community platform of PasteWall to interact, the performance of fluency and originality after interaction is significantly higher than that in the control group. Learners with low creative tendency in the experimental group perform significantly better in flexibility and originality than the learners in the control group with low creative tendency. The results of the study indicated that the community platform of PasteWall was helpful to upgrade the performance of divergent thinking for learners with low creative tendency in the experimental group. 3. The percentage of thought with positive evaluation which is posted in the experimental group is obviously higher than that with intermediate evaluation. For the control group, the percentage of thought with positive evaluation which is posted is also obviously higher than that with intermediate and negative evaluation. It indicates that the evaluation dimension of peers has some correlation with the posting of the learners’ thought. 4. Learners in the experimental group have achieved better performance in the learning tasks with creative thinking than those in the control group. In addition, suggestions are put forward for teaching practice on the basis of the results of the study: 1. Teachers should utilize learning community platform to plan group brainstorming cooperative learning and activate learners’ divergent thinking ability. 2. Teachers should properly utilize the characteristics of computer-mediated communication to assist students with different personalities to develop the critical ability of creative thinking. 3. The responses from peers have some impact on learners’ willingness to share the achivements of learning. Teachers can timely apply learning community platform to provide virtual interactive learning environment and upgrade the motivation of learners to share their thoughts with peers.