面對競爭激烈的手機市場，消費趨勢已經從產品功能導向轉為消費體驗導向，體驗行銷(Schmitt，1999)改變了傳統只重視手機商品的性能與效益，轉而透過策略體驗模組(SEMs)與體驗媒介(ExPros)來提升產品附加價值。目前SonyEricsson索尼愛立信、NOKIA諾基亞、Samsung三星等手機巨頭都非常青睞體驗銷售方式，紛紛成立自家的品牌旗艦店並設立體驗平台，成為全新體驗式專賣店，此手法也成為各家品牌手機廠商傳達訊息給消費者最直接的模式。 本研究以SonyEricsson旗艦店為研究對象，研究方法採用便利抽樣方式進行調查，透過量化與質化探討體驗行銷的策略體驗模組SEMs、體驗價值、顧客滿意度與顧客忠誠度間的關係，並提出實務的體驗行銷建言。 研究結論如下： 一. 透過適當的策略體驗模組可以強化不同構面的體驗價值。 二. 體驗模組中的行動與關聯、思考與情感體驗可正向影響顧客滿意度。 三. 體驗模組的行動與關聯、思考及情感體驗可以正向影響顧客忠誠度。 四. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客滿意度。 五. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客忠誠度。 六. 顧客滿意度可以正向強化顧客忠誠度。 研究建議如下： 一. 旗艦店應為顧客形塑精準而創新的消費體驗。 二. 旗艦店應整合相關行銷資源，強化顧客感受到的經濟價值 三. 持續強化旗艦店的服務品質，積極提升優質和愉悅服務價值 四. 旗艦店應針對不同性別而有不同的產品行銷策略 關於索尼愛立信(Sony Ericsson) Sony Ericsson 創立於 2001年 10月，為 Sony Corporation 與Telefonaktiebolaget LM Ericsson 的合資企業，股權各佔一半。超過 7,500 個員工，致力於一系列產品、配件與應用程式的開發、設計、行銷、銷售、流通與服務。 有來自世界各地超過 40 個國家的員工，都受到各自所屬文化的激勵。從我們在瑞典、日本、中國、美國與英國的研發工作，到倫敦的全球管理，以至於世界各地的地區中心。 / With the fierece competition of mobile phone market, the trends of mobile consumbers had changed from product-oriented to experience-oriented Experiential Marketing (Schmitt, 1999) had transformed from traditional mobile phone product which merely emphasized on functionalities and effectiveness to add values on top of the product through the Strategic Experiential Modules SEMs and Experiential Providers ExPros. To present, Sony Ericsson, Nokia as well as Samsung mobile manufactures are very keen on experiential marketing by forming up their own flagship store and establishing a brand-new mobile phone experiential platform. This approach has become directly for branding mobile phone manufacturers to convey a marketing message to consumers. In this study, Sony Ericsson flagship store for the study, researchers used convenience sampling methods to investigate, through quantitative and qualitative strategies of experience marketing experience module SEMs, experience the value of the relationship between customer satisfaction and customer loyalty, and make practical experience of marketing suggestions. This case study is targeting at Sony Ericsson flagship store, analyzing the relations of Strategic Experiential Modules SEMs, Experiential Value, Customer Satisfaction and Customer Loyalty through qualitative and quantitative methodology, providing the practical marketing recommendations to the owner of flagship store. The result of this research shows : 1. Through appropriate SEMs can positively predict different aspect of experimental value. 2. SEMs -Act, Relate, Think and Feel can positively reinforce customer satisfaction. 3. SEMs -Act, Relate, Think and Feel can positively reinforce customer loyalty. 4. Experimental value CROI, service excellence and playfulness can positively reinforce customer satisfaction. 5. Experimental value CROI, service excellence and playfulness can positively reinforce customer loyalty. 6. Customer satisfaction can positively reinforce customer loyalty. Hereafter are the suggestions for Sony Ericsson Flagship Store to develop the marketing strategy onwards: 1. Flagship Store should provide accurate and innovative consumer experience to their customers. 2. Flagship Store should integrate relevant marketing resources to enhance experimental value CROI. 3. Continuing to strengthen the flagship store quality of service, and actively enhance the service excellence and playfulness. 4. Flagship store should have different gender-specific product marketing strategy About Sony Ericsson Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001. Over 9,000 employees contribute to the development, design, marketing, sales, distribution and service of a full portfolio of products, accessories and applications. Hailing from over 40 countries and employed across the map, our people are inspired by the cultures that surround them. From our R&D operations in Sweden, Japan, China, the US and UK, to our global management in London to our regional centers around the world.

本研究依據Oliver(1997, 1999)所提出之「認知－情感－意欲之忠誠架構」，探討品牌可信度及服務便利性對服務品質與忠誠度之關係所產生的影響，並進一步驗證熟悉度之調節效果。因此，本研究之目的為：(1)檢驗服務便利性與知覺服務品質、整體滿意度及忠誠度之關係；(2)探討品牌可信度對服務便利性及知覺服務品質之影響；(3)驗證熟悉度對服務便利性與整體滿意度及知覺服務品質與整體滿意度之調節效果。 本研究蒐集362份問卷，其中354份為有效樣本。在研究分析方面，本研究運用結構方程模式進行模式配適度檢定及假設驗證。 研究結果發現，品牌可信度對服務便利性及知覺服務品質皆有正向之影響，其次，服務便利性會正向影響整體滿意度及忠誠度，而知覺服務品質中，僅員工品質與服務便利性有正向之關聯。最後，滿意度會正向影響到顧客忠誠度。在熟悉度方面，本研究之分析結果亦證實不同程度之熟悉對知覺服務品質與滿意度間之關係會產生不同的調節效果。 / This research bases on the cognitive-affective-conative loyalty framework of Oliver (1997, 1999) and tests how service convenience and brand credibility affect the relationship between service quality and loyalty. These relationships are then hypothesized to be moderated by high versus low knowledge. Therefore, the purposes of this research are: (1) examining how service convenience affects service quality, satisfaction, and loyalty; (2) examining if brand credibility affect service convenience and service quality; (3) testing whether familiarity moderate the relationship between service convenience and satisfaction and the relationship between service quality and satisfaction. This research received a total of 362 returned questionnaires, in which 354 were valid, and the proposed model was evaluated using SEM, which is a powerful second-generation multivariate technique for analyzing causal models with an estimation of the two components of a causal model: measurement and structural models. The results show that brand credibility has positive relationship with both service convenience and service quality. Second, service convenience has positive impact on both satisfaction and loyalty, but only employee service quality has positive relationship with service convenience. Third, satisfaction and loyalty have positive relationship. Finally, the relationship between service quality and satisfaction is moderated by familiarity.

本論文採用定群追蹤研究方法，從社會化機制家庭及學校環境的角度，與個人政治態度中政治信任感及施政滿意度二個重要變數，研究女大學生政黨認同的變遷與其影響。傳統學派學者及修正學派學者，對於社會機制影響政黨認同有不同之見解。前者認為，政治社會化在幼年期即形成，且具穩定性。後者則認為，政黨認同在孩童時期即固定形成，但在成長期受重要的議題影響，多少會反映出在政黨認同上的判斷。 本研究發現在家庭政治社會化的過程，女大學生的父母政黨認同為同質性者，政黨認同呈一致性且穩定現象；父母親政黨認同為異質性者，則女大學生的政黨認同較會偏向與母親相同；再者，父母親政黨認同為異質性者，但若認同「泛藍政黨」與「泛綠政黨」二大類政黨者，其女兒仍會支持二大類政黨其中一類政黨；但父母親皆為「獨立選民」或其中一方為「獨立選民」，其女兒成為「獨立選民」比例較高。 學校環境政治社會化的過程，本研究發現女大學生較不會因學校環境，其政黨認同有所變化。 政治信任感一直是學者在研究民眾政治態度的重要主題。政治信任感的高低亦會影響政權或政府的正當性。施政滿意度是民眾對於政府施政的滿意度評價，理論指出，施政滿意度愈高者，支持執政黨者的比例愈高。本論文發現，民進黨執政時期，女大學生政治信任感及施政滿意度愈高，支持「泛綠政黨」的比例愈高；反之，政治信任感及施政滿意度愈低，支持「泛藍政黨」比例愈高。 由上可見，政黨認同在社會化機制中，主要受父母親的政黨認同所影響；而個人政治態度中，對執政黨政治信任感及施政滿意度愈高，支持執政黨比例愈高。 兩性差異是後天社會化所形成，在社會結構變化，兩性差異逐漸消失。本論文發現，大學生在性別差異驗證，無統計上的差異；由此筆者推論民主化過程與政治社會化過程中，女大學生在教育程度的提升，政治知識及政治參與的增加，以致本研究除學校環境中老師的政黨同因素外，其他因素並無性別差異的情形。 關鍵字：政黨認同、政治信任感、施政滿意度、政治社會化、定群追蹤

本研究旨在探討高中教師知覺校長服務領導、教師組織公民行為與教師工作滿意度之現況，比較不同背景變項之高中教師在知覺校長服務領導、教師組織公民行為、以及教師工作滿意度之差異情形，並探討高中教師在知覺校長服務領導、教師組織公民行為與教師工作滿意度的關係，並進而分析高中教師知覺校長服務領導、教師組織公民行為對教師工作滿意度之預測力。 本研究採用調查研究法進行研究，以臺北市高中教師為對象，共發出417份問卷，回收377份，可用問卷374份，回收率達90％。調查所得資料以SPSS統計套裝軟體，進行描述性統計、t考驗、單因子變異數分析、皮爾遜積差相關及多元迴歸等統計方法處理分析。本研究獲致以下結果： 一、臺北市高中教師對於校長之服務領導行為感受有正面之知覺。在校長服務領導八個層面中，以「自我覺察」為最高。 二、臺北市高中教師組織公民行為屬於中上程度。在教師組織公民行為三個層面中，以「主動助人」最高。 三、臺北市高中教師工作滿意度屬中上程度。在教師工作滿意度四個層面中，感到最滿意的是「同僚關係」。 四、教師兼主任在校長服務領導的知覺較兼導師與專任教師高；學校規模在51班以上之教師在知覺校長服務領導上顯著高於31-50班的教師；私立高中教師知覺校長服務領導高於公立高中教師；不同性別、年齡、服務年資、學歷之臺北市高中教師知覺校長服務領導的程度無顯著差異。 五、年齡愈大的教師，相較於年齡小的教師，更有組織公民行為之表現；教師兼主任的組織公民行為，較導師和專任教師高；年資5年以下之教師，在組織公民行為的表現明顯低於其他組別的教師，而年資21年以上教師的組織公民行為表現最高；私立高中教師組織公民行為高於公立高中教師；不同性別、學歷、學校規模之高中教師在組織公民行為上無顯著差異。 六、51歲以上教師之工作滿意度高於30歲(含)以下及31-40歲教師；年資在11-20年與21年以上的教師對於「工作本身」的滿意度高於年資在5年以下的教師；學歷為大學畢業之高中教師高於學歷為碩士的高中教師；學校規模在51班以上的高中教師高於學校規模在31-50班與30班以下之高中教師；私立高中教師工作滿意度高於公立高中教師；不同性別、職務之高中教師在教師工作滿意度上無顯著差異。 七、臺北市高中教師知覺校長服務領導與教師組織公民行為有顯著相關；臺北市高中教師知覺校長服務領導與教師工作滿意度有顯著相關；臺北市高中教師組織公民行為與教師工作滿意度有顯著相關。 八、臺北市高中校長服務領導對教師工作滿意度具有預測作用；臺北市高中教師組織公民行為對教師工作滿意度具有預測作用；臺北市高中校長服務領導與教師組織公民行為對教師工作滿意度具有預測作用。 最後，根據研究結果提出建議，供高中校長、教師、教育行政機關、教師會、校長協會及後續研究之參考。 / The aim of this study is to discuss the senior high school teachers’ perception toward the principal’s servant leadership, citizenship behavior of teachers organization and current teacher job satisfaction, compare the differences in the perception of the principal’s servant leadership, citizenship behavior of teachers organization and teacher job satisfaction among teachers with different background variables, and study the relationship among the senior high school teachers’ perception of the principal’s servant leadership, citizenship behavior of teachers organization and teacher job satisfaction to further analyze the predictive capability of the senior high school teachers’ perception toward the principal’s servant leadership, citizenship behavior of teachers organization and the teacher job satisfaction. This research conducted a survey-questionnaire by targeting on the senior high school teachers of Taipei City. A total of 417 questionnaires were distributed and 377 questionnaires were received. There were 374 valid returned questionnaires and the ratio of valid questionnaire is 90%. The data was analyzed through SPSS statistics, descriptive statistics, t test, single factor analysis of variance, Pearson correlation coefficient and multiple stepwise regressions. The findings of the research are as the followings: 1. The senior high school teachers of Taipei City have a positive perception toward the principal’s servant leadership. Among 8 perspectives of the principal’s servant leadership, the “self-awareness” has the most positive perception. 2. The level of the citizenship behavior of teachers’ organization for the senior high school teachers in Taipei City is above average. Among 3 perspectives of the citizenship behavior of teachers organization, the level of “helping others voluntarily” is the highest. 3. The teach job satisfaction of the senior high school teachers of Taipei City is above average. Among 4 perspectives of teacher job satisfaction, the “colleague relations” is most satisfied. 4. The teacher who also serves in a chief position has higher perception toward the principal’s servant leadership comparing to the teachers who also serve as a preceptor or full-time teacher. The teachers who teach at a school with more than 51 classes have significant higher perception toward the principal’s servant leadership comparing to the teachers who teach at a school with 31-50 classes. The private senior high school teachers have higher perception toward the principal’s servant leadership comparing to the public senior high school teachers. There is no significant difference in the perception of the principal’s servant leadership among the senior high school teachers of Taipei City with different ages, years of service and educational background. 5. The elder teachers have stronger organizational citizenship behavior comparing to younger teachers. The teacher who also serves in a chief position has stronger organizational citizenship behavior comparing to the teachers who also serve as preceptor or full-time teacher. The teachers with less than 5 years of teaching experience significantly have weaker organizational citizenship behavior comparing to other group of teachers. The teachers with more than 21 years of teaching experience have the strongest organizational citizenship behavior. The private senior high school teachers have stronger organizational citizenship behavior comparing to the public senior high school teachers. The gender, educational background and size of school have no significant impact on the senior high school teachers’ organizational citizenship behavior. 6. The job satisfaction of the teachers aged above 51 is higher than that of the teachers aged below 30 (included 30) and between 31 and 40. The teachers with 11-20 and more than 21 years of teaching experience have higher satisfaction of “job itself” comparing to the teachers with less than 5 years of teaching experience. The job satisfaction of the teachers with university degree is higher than that of the teachers with master degree. The job satisfaction of the teachers working at a school with more than 51 classes is higher than that of the teachers working at a school with 31-50 classes or less than 30 classes. There is no significant difference in teacher job satisfaction among teachers with different gender and position. 7. The perception of the senior high school teachers of Taipei City toward the principal’s servant leadership is significantly correlated with the citizenship behavior of teachers’ organization. The perception of the senior high school teachers of Taipei City toward the principal’s servant leadership is significantly correlated with the teacher job satisfaction. The organizational citizenship behavior of the senior high school teachers of Taipei City is significantly correlated with the teacher job satisfaction. 8. The servant leadership of the principals of the senior high school in Taipei City has a predictive effect on teacher job satisfaction. The citizenship behavior of the teachers’ organization in Taipei City has a predictive effect on teacher job satisfaction. Both of the principal’s servant leadership and the citizenship behavior of the teachers’ organizations in Taipei City have a predictive effect on teacher job satisfaction. Finally, the recommendations were given based on the research results to provide references for senior high school principals and teachers, education administrative units, teachers association, principals association and future studies.

本研究的目的為探討與人力網站服務品質相關的課題，即瞭解求才廠商（人力網站使用者）對於人力網站的滿意度、組織因素與使用者因素對於總滿意度、各項服務品質的滿意度及重要性評量的影響狀況、以及不同的服務品質衡量方式（單題分數與組合加權平均分數）對於總滿意度的預測情況。本研究以104人力銀行為對象，整理其過去一年客戶服務的資料，並訪談該網站的客戶服務人員，形成本研究問卷，問卷發放2566份給104人力銀行之求才廠商使用者，回收1141份有效問卷，問卷回收率為44.46％。 針對求才廠商使用者，本研究的結果發現：（一）整體而言，求才廠商對於人力銀行的整體服務品質感到滿意；（二）求才廠商對於各個服務品質（客服人員、資料庫媒合、網路工具、內容養及招募成效）方面的滿意度與重要性感受都頗高，各向度的重要性與滿意度平均分數皆在2.5以上（4點量表）；（三）若干組織因素與使用者因素對總滿意、各個服務品質的滿意度、重要性感受有預測力；（四）根據總滿意的分數，把求才廠商區分為「不滿意組」與「滿意組」，發現兩組皆在招募成效方面的滿意度較低，而在客服人員方面的服務滿意度較高；（五）而在預測總滿意度方面，發現採用採用單題分數的預測力較組合加權平均分數來得高。 研究者針對各個服務品質項目與各因素（組織因素、使用者因素）間相關情況的原因加以討論、檢討本研究的限制，並提出對研究與實務建議。

本研究旨在瞭解師生互動關係的概況、探討師生背景變項及學生人格特質與師生互動關係間的關係、以及師生互動關係及滿意度與學生偏差行為表現間的關係，乃以國中學生800人為研究對象，再採用人格特質量表、師生互動關係及滿意度量表及偏差行為量表等研究工具，獲取所需資料，再以描述統計、卡方考驗、多變量變異數分析、區別分析、皮爾森積差相關、單因子變異數分析、二因子變異數分析、scheffe’之事後考驗、多元逐步迴歸分析等統計方法進行分析。 本研究之主要發現如下： 1.當前國中師生互動關係偏向「影響力」較多，「接近性」中等的情形，若進一步分為四種類型來看，又以「低影響低接近型」及「高影響高接近型」的互動關係最多；「低影響高接近型」最少。 2.性別不同的學生與教師間的師生互動關係（影響力、接近性及類型），並無顯著差異存在。 3.教師對來自不同家庭社經地位學生的「影響力」及師生互動關係類型，並無顯著差異存在。然而，教師與來自高社經地位家庭的學生的「接近性」，較多於來自中社經地位家庭者。 4.性別不同的教師與學生間的師生互動關係（影響力、接近性及類型），並無顯著差異存在。 5.不同性別組合的師生，其間互動關係的「影響力」及師生互動關係類型，並無顯著差異存在。然而，男學生與男教師在互動時，其間的「接近性」，顯著高於男學生與女教師，且女學生與男教師在互動時，其間的「接近性」，顯著高於男學生與女教師者。 6.學生的五大人格特質與師生互動關係之「影響力」間存有顯著正相關的關係；學生的和善性、嚴謹自律性、外傾支配性及聰穎開放性，與師生互動關係之「接近性」間存有顯著正相關的關係；且以學生人格特質區別師生互動關係類型的正確率為42.5%。 7.當教師對學生之影響力或接近性越少時，學生會表現越多的偏差行為。且「低影響低接近型」的師生互動關係，學生的偏差行為表現顯著多於「高影響高接近型」的師生互動關係。 8.當教師對學生之影響力或接近性越多時，學生對師生互動關係越滿意。且「高影響高接近型」的師生互動關係，學生滿意度高於其他三種類型的互動關係；而「低影響低接近型」者，學生滿意度低於其他三種類型的互動關係。 9.師生互動關係與滿意度會交互影響學生偏差行為表現。 10.對整體學生而言，能有效預測其偏差行為表現的變項各有不同，預測力在17.8%至18.0%之間。 11.對男學生而言，能有效預測其偏差行為表現的變項各有不同，預測力在18.8%至19.6%之間。 12.對女學生而言，能有效預測其偏差行為表現的變項各有不同，預測力在16.3%至17%之間。 最後，本研究根據研究結果進行討論，並對教師、學校及未來研究，提出具體建議，供後續實務工作及研究參考。 / The main purposes of this study were to investigate the styles of teacher-student interaction in junior high school and to explore the relationships among personalities of junior-high-school students, teacher-student interaction, students’ satisfaction and misbehaviors. The participants included 800 junior high school students in Taiwan. The employed instruments were Personality traits Inventory, Teacher-Student Interaction Inventory, and Activity Experiences Inventory. The applied analysis methods were Descriptive statistics, Chi-square test, MONOVA, Discriminant Analysis, Pearson Correlation, One-way ANOVA, Two-way ANOVA, Scheff’s Method and Multiple Regression. The main findings in this study were as following: 1.Teacher-student interaction in junior high school was high “Influence” and middle “Proximity”, and further, the most frequently styles of teacher-student interaction were “Low-influence Low-proximity”, and “High-influence High- proximity”; the least is “Low-influence High- proximity”. 2.For students, there were no significant gender differences on teacher-student interaction. 3.There were no significant SES differences on influence and styles of teacher-student interaction, however, SES had negative influences on proximity of teacher-student interaction. 4.For teachers, there were no significant gender differences on teacher-student interaction. 5.There were no significant gender differences on influence and styles of teacher-student interaction, however there were significant differences on proximity of teacher-student interaction, more specially, interaction of male students and male teachers had higher proximity than male students and female teachers, and interaction of female students and male teachers had higher proximity than male students and female teachers. 6.Personalities of students and influence of teacher-student interaction had significant positive correlations. Agreeableness, conscientiousness, extraversion and openness to experience of personalities of students and proximity of teacher-student interaction had significant positive correlations, and personalities of students can correctly discriminate 42.5% styles of teacher-student interaction. 7.Influence and proximity of teacher-student interaction had negative influences on students’ misbehaviors, in addition, the style of “Low-influence Low- proximity” leads to high students’ misbehaviors. 8.Influence and proximity of teacher-student interaction had positive influences on students’ satisfaction, and students mostly satisfy the style of “High-influence High- proximity”, and dissatisfy the style of “Low-influence Low- proximity. 9.Teacher-student interaction and students’ satisfaction effect reciprocally student’s misbehaviors. 10.For whole students, many different variables could effectively predict student’s misbehaviors about 17.8% to 18%. 11.For male students, many different variables could effectively predict student’s misbehaviors about 18.8% to 19.6%. 12.For female students, many different variables could effectively predict student’s misbehaviors about 16.3% to 17%. Finally, after discussion, the researcher proposed some suggestions for educational instruction and future studies.

本研究透過文獻探討，對圖書館行銷進行瞭解，進而對國內外公共圖書館所舉辦的兒童服務之狀況深入探討，並選擇臺南市立圖書館（以下簡稱南市圖）為研究對象，以參加南市圖兒童推廣服務的家長為調查對象，就研究結果提出具體的建議以作為臺南市立圖書館往後在實施行銷活動與兒童服務時的參考，希望藉由良好的圖書館行銷，吸引臺南市民，建立起圖書館與市民之間良好的溝通管道，使圖書館成為臺南市民生活中不可缺少的生活必需品，創造市民與圖書館之間的雙贏局面。 本研究採用問卷調查法以及訪談法方式，問卷調查臺南市立圖書館的兒科館、南區、東區與安南區分館等四分館進行問卷調查。訪談則包含南市圖館長與推廣組組長。研究結果呈現（一）、與孩童一同參與活動之家長，其職業影響到館的次數；（二）、參與南市圖兒童服務的兒童與家長，對於南市圖未來兒童服務的期許有所出入；（三）、南市圖在施行圖書館行銷時並未運用圖書館行銷規劃；（四）、南市圖活動資訊能見度不高，造成讀者被動；（五）、南市圖在設計兒童推廣活動時較少引入圖書館利用教育之概念；（六）、南市圖並未充分與國民中小學合作，以推廣兒童服務；（七）南市圖未來仍須繼續開發圖書館行銷通路。 本研究建議南市圖應針對館員多舉辦以兒童服務為主題之行銷研習營。而未來南市圖仍須以兒童意見為主，以設計圖書館兒童服務內容，並且仍須積極推動以讀者為導向的圖書館行銷活動，定期發函至臺南市各國中小學，將訊息公布至學校公佈欄與學校圖書室中，同時加強家長的圖書館利用教育，多善用網路資源，以求迅速、無時差的傳播資訊。 / This study plans to set up and understand library marketing through the document discussion , and then serve and investigate to children’s service of the domestic and international public libraries with the concentiation on the Tainan Municipal Library , and the parents participating in its children’s extension service. Concrete suggestions are offered from the result of study in the hope of attracting the attenting of the people of Tainan city, and setting the good communication channel between the library and citizens with good library marketing.It is also hoped to make the library become indispensable to the people of Tainan city, and create the integrated situation between the citizens and the library. This study adopts the investigation method through the questionnaires and interviews.The questionnaires are undertaken in the four districts of The Tainan Municipal Library ,and the interviews are director of The Tainan Municipal Library and the chief of its Extension Department. There are six results of the study.First, parents participating in the activity with children together will have an influence over the rate of the library visits. Second, children who participate in The Tainan Municipal Library’s children’s service have different expectations of the The Tainan Municipal Library’s children’s service from their parents.Third,the Tainan Municipal Library has not used the library marketing plans in its marketing implementation. Fourth, the visibility of activity information of The Tainan Municipal Library is not so obvious, that its readers are passive. Fifth, the designs of the extensuon of children’s activities in the future need to have pluralism and the introduction of the conception of service marketing the library utilization education. Sixth, the children of The Tainan Municipal Library must have more conceptions with middle and primary schools. Seventh, the Tainan Municipal Library must continue to develop the library marketing channels. This study suggests that the public library should develop a set of its children own marketing ways, in order to promote the satisfaction in children service sponsor more marketing camps with themes on the children service.In the future, the Tainan Municipal Library still need to focus on children's needs as developing the content of children’s service, and marketing must still be readers-oriented, notify regularly all middle and elementary schools with the marketing-related unformation and have such information announced on the school and its library bulletin boards. Furthermore, the library utilization education should be reinforce to parents, at the same time and the network resources should be more properly need so as to make the necessary information transmitted rapidly without any time gap.

在線上遊戲市場競爭如此激烈之下，擬定良好的行銷策略，將成為遊戲廠商決定勝負的關鍵。因此，本研究想要了解台灣線上遊戲產業的關鍵成功因素所在，以及如何提升遊戲玩家的滿意度與忠誠度。進一步探討各遊戲玩家對遊戲的滿意度與忠誠度，並分析個別遊戲的現況及其優劣勢，用以研擬具體的競爭策略方向。 本研究以MMORPG此遊戲類型為主，選取五個線上遊戲作為分析標的，進行實證研究，期望達到下列研究目的： (1) 探討線上遊戲各品質項目對顧客滿意之影響，萃取出線上遊戲的 關鍵成功因素； (2) 找出哪個遊戲之顧客滿意及顧客忠誠較低，有顧客流失的情況， 需要優先改善； (3) 探討各線上遊戲在顧客心目中的知覺定位，擬定未來策略方向。 依本研究之目的，擬定研究架構及確立抽樣設計，並發放問卷收集玩家資訊。之後以結構方程模式檢驗模式品質；再以多元尺度分析進行知覺定位分析；最後則進行滿意忠誠分析，經實證分析得到以下研究發現： (1) 知覺品質各構面對顧客滿意皆具有顯著且正向的影響力，依序排 列為有形性>遊戲內容>遊戲規則>價格合理>同理心>可靠性>反應 力>保證性。 (2) 經由滿意忠誠分析，發現天堂、金庸以及RO等三個遊戲屬於顧客 流失區；軒轅劍和希望兩個遊戲則屬於忠實顧客區。 (3) 各遊戲的改善重點，在顯現層部分，主要包括伺服連線優良、迅 速處理問題以及保存維護資料等三項；就潛伏層而言，則為有形 性構面。 根據實證分析之結果，衍生出許多的策略涵意，包括掌握關鍵因素、規劃競爭策略以及未來發展方向等，可以作為線上遊戲在改善知覺品質項目、提升顧客滿意活動以及規劃策略方向的參考依據。

公共圖書館是文化與教育的機構，對教育改革而言，圖書館是提供資料與知識的資源站。教師和圖書館一樣，在教育的改革路上，影響力不容小覷。使用圖書館的習慣需從小培養，引領未來主人翁進入圖書館世界，為教師重要的責任，所以，教師本身是否了解圖書館，是否有善用圖書館習慣，則為重要的問題。 本研究之對象以宜蘭縣所有公立國民小學全體教師為調查對象，目的在調查國小教師對公共圖書館的使用需求及滿意情形，並探討其差異情形。再綜合教師對公共圖書館的意見提出建議，提供宜蘭縣公共圖書館擬定館藏及經營發展政策的基本方向，期望公共圖書館能提供更便利的服務來支援教學，讓教學和圖書館利用能更加緊密的結合。 本研究以問卷調查法為主輔以半結構式訪談進行研究，正式問卷統計分析後，整理欲深入探討之問題設計成訪談大綱，並進行半結構式訪談。研究結果摘要如下： 宜蘭縣國小教師在不同角色、任務、情境等會有不同的資訊需求，教師對於解決需求上，在增加新知的需求程度最高，資訊尋求的方式已經由網路取代由實體圖書館獲得所需要的資訊。 宜蘭縣國小教師在圖書館資料需求已圖書為主，最常使用的資料服務為借閱圖書資料；教師希望圖書館提供圖書館利用教育課程配合教學需要，認為圖書館應該主動提供資訊支援教學；在空間部分，教師最常利用的是閱覽空間，座位舒適度、空氣、光線品質為重視之項目；國小教師認為圖書館地點、圖書館人員態度、專業知能是影響使用公共圖書館意願之主要因素。 宜蘭縣國小教師對於宜蘭縣公共圖書館的公共圖書館整體滿意度還算尚可，將宜蘭縣國小教師對公共圖書館的意見與看法加以整理分析，教師對於館藏、管理、支援教學、位置與空間規劃以及閱讀推廣活動與人力資源方面期待很高，希望可以擁有一個完善的公共圖書館。 由研究結果歸納以下建議：建議地方行政機關增置公共圖書館專業人員及提撥固定經費，專款專用；輔導機關方面應該建立推廣公共圖書館與國小合作並辦理相關教育研習活動，培養專業人力；建議宜蘭縣公共圖書館加強宣導與服務並主動提供相關訊息、改善圖書館網站、統籌規劃圖書館利用教育、參與相關教育研習加強和學校合作、多舉辦推廣圖書館相關活動；建議各國小重視學校圖書館，加強其功能，鼓勵師生利用；建議國小教師培養利用公共圖書館之習慣、善用圖書館支援教學活動、培養圖書館利用教育知能、主動向公共圖書館提出建議。 / Public libraries are cultural and educational institutions and serve as the resource center for education reform. Teachers, together with libraries, exert indispensable influence on the process of education reform. The habit of using libraries should be created among children and it is the responsibility of the teachers to help children become familiar with the libraries. Therefore, how well the teachers understand the libraries and whether or not they have developed a habit of utilizing libraries are important issues. The participants of the study are all public elementary school teachers of Yilan County and the study aims to investigate the users’ needs and survey the user satisfaction of the elementary school teachers in their experience of using libraries. A suggestion synthesizing the study result is to propose to provide the public libraries a direction to establish their collection development policy and management policy. Thus, a goal of combining teaching and library utilizing can be achieved by the more convenient library service offered by the public libraries. The study conducts a questionnaire survey using method of semi-structured interviews. After analyzing the data collected by the questionnaire, semi-structured interviews were performed with an interview outline developed on the basis of issues to be probed into. The results of the study are summarized as follows: For the change of role, objective, and situation, elementary school teachers of Yilan County demand differently on the information provided by the libraries. The foremost need for the teachers in using libraries is acquiring the advanced knowledge, while the libraries’ function of data research has been replaced by the internet. The main need of elementary school teachers of Yilan County for library material is books, and the checkout service is the service used the most. Teachers wish that libraries can offer educational curse to work with regular teaching and actively offer information to support teaching. The space in libraries using most for teacher is the reading room; the evaluation standards includes the seat comfort, air quality, and the sufficient light. The teachers also consider that the location of libraries, attitude and the proficiency of the clerk are main factors influencing users’ willingness to use public libraries. The overall Satisfaction of elementary school teachers of Yilan County over public libraries of Yilan County is passable. Collecting and analyzing opinions and suggestions made by the teachers, they expect a complete and well functioned public library with sufficient collection, management, location, space planning, and human resource; and wish that libraries can support the teaching, and create reading habit among children. Further suggestions are made based on the result of the study as follows: local government should expand the professional staff and allocate funds earmarked for the development of the libraries only; guidance institution should develop and promote the collaboration between libraries and elementary schools, organizing the education and study activities and cultivating professional development; public libraries of Yilan County should make more introduction on the services and activities available in the libraries through improving the library website, mapping complete library utilizing educational course, participating in the education and study activities, strengthening the collaboration with the schools, and holding more activities aiming at promoting usage of libraries; elementary schools should place importance on their own libraries, enhancing the functions and encouraging the using among teachers and pupils; elementary school teachers should cultivate habit of using libraries, manage to utilize the resource in libraries to improve teaching, advance the library using skills, and should be willing to provide suggestion actively to the public libraries.

本研究試圖從美麗商機的角度切入，討論美麗消費產業的經營者如何提供服務與產品以及美麗消費市場的消費顧客對於此類消費的風險感知程度與消費經驗。研究討論服務品質、知覺風險、顧客滿意度、顧客忠誠度之於本研究的內涵。研究結果發現，醫學美容診所之服務品質、顧客知覺風險對顧客滿意度、顧客忠誠度具有顯著相關；醫學美容診所之服務品質對顧客知覺風險具有顯著負向相關；顧客滿意度對顧客忠誠度具有顯著正向相關；人口統計變項對於服務品質、知覺風險、顧客滿意度、顧客忠誠度具有部分的顯著差異性和影響。研究貢獻發現，微侵入式美容療程-過程導向-服務品質策略；整形美容手術療程-結果導向-口碑傳播策略；醫學美容之於上癮的消費行為。