Today, smartphone has defined as an important tool in our daily lives; the market has been growing every year and the future global smartphone shipment is predicted to be nearly 1 billion in 2015. The function of smartphone is no longer limited to make calls to friends and family only, but also productivities, entertainments and multimedia functions (e.g. music, ringtones, games, web browsing, text messages and camera) provided by smartphone itself. With the increasing competitions in the smartphone market, smartphone companies find it difficult to retain the existing customers and increase the market share. In that context, the objective of this research explanatory study aims to identify the main factors that determine the customer satisfaction of smartphone users. The study survey was completed by 285 smartphone users who helped evaluating their smartphone satisfaction; the data was analyzed by IBM SPSS Statistics 20 and the results revealed the main findings are (1) image has high correlations with customer expectation, customer satisfaction and customer loyalty; (2) customer expectation has high correlations with perceive quality, perceived value and customer satisfaction; (3) perceived quality has high correlations with perceived value and customer satisfaction; (4) perceived value has a high correlation with customer satisfaction; (5) Customer satisfaction has a high correlation with customer loyalty; (6) the proposed model TCSI is proven with the effectiveness in explaining the relationships among image, customer expectation, perceived quality, perceived value, customer satisfaction and customer loyalty for smartphone users. The conclusion of this study provides valuable information for smartphone producers, especially Taiwanese brand HTC, to develop the smartphones meet with customers’ expectations and satisfactions.

本論文主要是探討北區職業婦女的生活壓力和其婚姻滿意、生、心理健康狀況、工作 滿意及休閒型態的關係。全一冊，共四章十二節。本研究中的生活壓力是指職業婦女 在工作與家庭的雙重壓力下所可能的壓力來源，主要包括三方面：(一)角色間的衝突 (二)負荷過重(三)工作和家庭間的彼此干擾。研究的目的有三：(一)探討職業婦女的 生活壓力和其婚姻滿意、生、心理健康狀兄、工作滿意及休閒型態間的關係；(二)探 討人格特質焦慮性和社會支援與職業婦女生活壓力間的關係；(三)探討不同人口統計 變項和職業婦女生活壓力的關係。研究的受試者主要是北市和基隆市各公民營機構和 學校的結婚且至少育有一子的職業婦女。測量方法是以問卷施測的方式。最後以SPSS 的迴歸分析、變異數分析來處理資料。 研究結果發現：(一)職業婦女的生活壓力和其婚姻滿意、生、心理健康狀況有關，但 和休閒型態及工作滿意無關；(二)焦慮性和社會支援與壓力的大小有關係；(三)不同 人口統計變項的受試者，其對壓力大小的覺知不同。

本論文一冊、五萬多字，共五章十三節。主要研究多元體系、個體的百貨批發商之客 戶所認知對批發商的滿意水準及滿意水準形成過程的一個因果模式。用完全隨機抽樣 一百家零售店、並由筆者親自訪問各家老闆。資料分析的技術有相關分析、因徑分析 及逐步迴歸分析等。得到的結果發現，當批發商使用強制性權力來源時，零售店的滿 意水準會降低；但是，如使用非強制性權力來源，則滿意水準會升高。另外，零售商 所認知的批發商權力及衝突，也會降低其滿意水準。

在台灣學習華語的外籍學生人數不斷增加，在今年已超過一萬五千人 。世界各國學生來台除了希望能夠在華語課程精進語言以外，更希望透過與母語人士接觸，及浸淫在中華文化下，使學習能夠更加貼近。華語中心是外籍學生對外的重要窗口，而華語中心裡的行政人員便扮演相當重要的角色。除了處理語言課程相關事務之外，也帶領學生參與課外的活動，其中包含與學生大量與密切的互動。外籍學生在目的語環境中生活，除了課堂上接觸華語，生活也與華語息息相關。截至2013年全台灣已有三十四所教育部有案登記之大學附設華語中心 ，本研究認為具有優良服務品質的華語中心才能達到外籍生就讀前的期望，外籍學生對於華語中心行政人員之滿意度影響亦其續讀意願。本研究擬針對台灣中部四所大學附設華語中心進行問卷調查。再以統計方式檢測外籍學生對華語中心行政人員的滿意度，本研究期結果能成為外籍學生在挑選學校時的參考之一，也讓大眾了解外籍學生對華語中心的看法，除此之外，也更重視華語中心行政人員之價值。

本研究旨在探討高級中學行政兼職教師個人背景變項、角色壓力、社會支持與工作滿意的關係，以了解學校行政兼職教師工作滿意的情形，及其所覺知的角色壓力與社會支持，並探討其中之重要影響因素，進而提供意見協助行政人員克服困境以加強其留職之意願。 本研究以北部各縣市公立高級中等學校各處室行政兼職教師為研究對象。配合研究編製「高級中學行政兼職教師工作滿意度狀況調查表」，問卷內容分為角色壓力問卷、社會支持問卷、工作滿意問卷三部分，共寄發460份，回收427份，有效問卷為414份，回收率為92.83％。 研究方法則採取文獻分析、問卷調查並以SPSS統計軟體進行單因子變異數分析，若達顯著水準則用Scheffe法或Tukey法進行事後比較。並以多元迴歸分析高級中學行政兼職教師背景變項、角色壓力、社會支持對工作滿意感受各層面之預測力。 本研究獲致以下結論： (一)個人背景變項的不同，在角色壓力上、工作滿意上皆有顯著的差異，而在社會支持上，僅部分獲得支持。 (二)角色壓力、社會支持對工作滿意各層面有顯著性的影響。 (三)角色壓力、社會支持對工作滿意之交互作用不顯著。 (四)角色壓力各層面和整體工作滿意度呈現顯著的負相關，社會支持各層面與整體工作滿意呈現顯著的正相關。 (五)不同背景變項、角色壓力、社會支持，對工作滿意具有預測力。 依據本研究所獲致之結論對教育主管行政機關、學校之建議如下： 1.調整提高兼任行政工作教師之行政職務加給。 2.學校規模不宜太大。 3.實施教師分級制。 4.增加進修機會並鼓勵進修，以提昇行政兼職教師的專業知能。 5.校長應採高關懷、高倡導領導模式，以提高工作滿意度。 6.有計畫培養行政領導人才。 7.學校領導可採參與管理。 / The present study aims to investigate the relationships among background, role stress, social support and job satisfaction of senior high school administrative teachers. The correlations are further analyzed with a view to providing advice on overcoming difficulties and increasing willingness of participation in school administration. Questionnaire investigation is employed in this study with subjects drawn from administrative teachers serving in public senior high schools in northern Taiwan. The questionnaire consists of three parts; namely, role stress, social support and job satisfaction. 470 copies were distributed and 427 feedbacks collected. With 414 effective samples, the feedback rate is 92.83%. The data were analyzed with Frequency Distribution, F-test, t-test, One-Way ANOVA, Scheffe and Multi-regression methods. The findings are as follows: (1) Personal background influences role stress, job satisfaction, and social support. (2) Role stress and social support influence job satisfaction. (3) There is no interaction between role stress and social support. (4) The higher role stress, the lower job satisfaction; the higher social support, the higher job satisfaction. (5) Personal backgrounds, role stress, and social supports can predict job satisfaction. Based on the present study, suggestions for the educational authorities, principal, and superior in schools are: 1. Increasing the extra payments to teachers who take part in administration. 2. School size may not be too large. 3. Implementing teachers’ ranking system. 4. Providing more in-career education and encouraging teachers’ taking part to upgrade their professional skills. 5. Sincere care and full support are to be provided by principals, which increase job satisfaction significantly. 6. Cultivation administration leaders with plans. 7. Taking-part administration strategy is a feasible way for school management.

隨著數位科技的快速發展，消費者不當使用電腦的行為越來越多。像是不斷改良的MP3壓縮技術、低價且日漸普及的燒錄器、簡單易學的燒錄技術，都使得製作盜版或是從網路下載MP3變得輕而易舉。唱片業也因為實體的以及網路上的音樂盜版而遭受巨大的衝擊與損失。面對這重大議題，唱片業以及管理學界都想瞭解，究竟有什麼因素使得消費者從事音樂盜版行為？ 是否又存在一些因素能促使消費者購買正版唱片？ 而唱片界面對數位科技的變革，除了防制盜版，又該如何有效運用數位音樂的優勢，發展出理想的創新經營模式？ 本研究將消費者的音樂盜版行為分為兩種形式：一為購買實體的盜版音樂產品，二是燒錄唱片或透過電腦/網路下載未經授權之MP3。本研究綜合了過去學者研究個體道德決策過程、消費者軟體盜版行為、購買盜版產品行為所獲得的研究結果與理論模型，彙整出6項重要影響因素(包括：道德強度、知覺到的風險、消費者個人特質、法律知識)，再納入消費者的偶像崇拜心態、對正版音樂的滿意度以及盜版與正版的產品屬性表現，綜合探討這些因素是否與音樂盜版的態度以及行為意圖有相關性，同時研究，不同的音樂盜版型式，是否會使得上述因素的影響也產生不同的結果。而本研究重心在研究消費者的偶像崇拜心態，是否對音樂盜版行為有顯著的負相關，甚至有抑制的作用。 為凸顯偶像崇拜的作用，本研究以青少年為對象，以LISREL為分析工具，經實證結果顯示，在兩種音樂盜版行為模式中都顯示，音樂盜版此議題的道德強度、消費者所知覺到的風險與音樂盜版的整體態度有負相關；盜版與正版的產品屬性表現，與消費者音樂盜版的整體態度呈正相關；消費者對音樂盜版的整體態度，與他們對偶像的音樂產品的盜版意圖有正相關。而消費者的偶像崇拜程度，與其購買盜版唱片的整體態度以及購買偶像的盜版唱片的意圖有顯著的負相關。另一方面，消費者的法律知識、以及對正版的滿意度，都與消費者燒錄唱片或下載未經授權MP3的整體態度呈現負相關。 最後，根據上述的實證結果，針對唱片業者提供如何減少音樂盜版情形以及未來可能的創新經營模式的建議。

台糖公司是國內擁有最大的土地資產的國營事業，就2003年10月台糖而言，仍擁有土地5萬4千公頃，設總管理處及29個分支單位、7家海外分公司，鐵道長928公里，員工5571人。 台糖本以為擁有龐大土地資產不會民營化，惟近幾年的營運狀況並不好，超商、健康食品及美容用品等都不賺錢，幾乎靠著出售土地（或被徵收）的挹注，才掩飾營運赤字。如今面臨為突破營運困境，組織大幅調整的情況下，對員工的工作壓力及工作滿意是否帶來衝擊，影響其適應上的問題，甚至團隊的和諧，進而對組織變革造成阻力，造成提高經營績效的絆腳石等，值得加以深究。 台糖公司於92年10月至93年3月將八大事業部陸續成立運作，其組織由傳統的糖廠組織型態變革為商品行銷的組織型態；同時，在公司的員工尚未作好民營化的心理準備，即進行大幅組織調整其對員工的工作無論是實體環境、內容工作、工作負荷、工作壓力、角色衝突等都會引起其工作滿意質化或量化的影響，正是研究生嘗試探討之動機。 研究對象為台糖之現職員工，研究問卷共發出575份，包括台北、溪湖、虎尾、新營、嘉義、台南、高雄、屏東及台東等地，回收515份，回收率達89.4﹪，其中有效問卷503份，廢卷12份，有效問卷比率為97﹪。 問卷共有 93題，其中84題為測量題，分別為：1、對民營化及公司組織變革認知量表2、工作壓力量表3、工作滿意度量表；另有6題為個人基本資料，包含年齡、婚姻、教育程度、職位、年資、薪資、工作單位及服務地區。 本研究假設有四： 假設一：個人特質在組織變革認知上有顯著性差異。 假設二：個人特質在工作壓力的反應上有顯著性差異。 假設三：個人特質在工作滿意度上有顯著性差異。 假設四：組織變革認知、工作壓力與工作滿意度間有顯著的關聯性存在。 研究顯示，四項假設都得到部分驗證。 依本研究之發現，提供下列建議： 一、 加強民營化宣導工作 二、 建立公司願景目標 三、 加速企業改造 四、 引進專業分割移轉 五、 落實工會溝通 六、 重整敬業精神 本研究係以台灣糖業公司為例，探討員工對組織變革認知與工作壓力、工作滿意之關係，由於時間及取樣上的限制，今後之後續研究，將朝向以下四個面向： 〈一〉 本研究為經濟部所屬國營事業之一，其他如台電公司、中油公司都將面臨不同的經營環境，組織變革的幅度與對員工工作之影響亦隨之迥異，今後，將以不同組織變革結果與員工屬性間有哪些顯著差異，做更深入之探討。 〈二〉 由於影響員工工作滿足的因素很多，本研究僅就工作壓力與組織變革加以探討，今後將就主管領導風格，工作特性，人格特資等變數與工作滿足之關係加以探討。 〈三〉 就企業管理的角度面言，兩岸的大型企業在政經環境不同的差異下，員工對組織變革認知與工作壓力、工作滿足之關聯性是否有顯著差異也是一個頗具研究意義的課題，「寶山鋼鐵公司與中國鋼鐵公司工作滿意與組織變革認知之比較研究」。 〈四〉 就企業國際化而言，目前台電公司與韓國電力公司，中油公司與世界大油公司經營績效之比較，均已有研究案例，今後倘就台糖公司與國際性糖業公司之工作滿意加以比較，對台糖公司邁向國際化將有裨益。 / Taiwan Sugar Corporation (TSC) is the state-owned enterprises which owns the largest land property in Taiwan. Up to 2003 October, TSC has had the land property more than 54 thousand hectares, and in order to take care of them, TSC needs to maintain a huge management system, which includes a front administration office, 29 subordinate divisions, 7 overseas branch companies, and more than 5500 employees. Recently, TSC was not run quite well because almost all of the business operations, such as supermarkets, health food manufacturing and cosmetic industry, did earn no profit. In order to face those strict challenges and break new grounds, TSC has been pursuing a reorganization plan since October 2003 which divides the original hierarchical control system into 8 independent productivity-centered units, and relocates most of its staffs from the traditional sugar manufacturing plants to the new divisions in charge of marketing. Under such circumstances, even though the employees in TSC have never worried about the privatization because the company owns too much land property to be processed, those employees may still feel being hit hard by the changes of job contents, the pressure from working cooperation, and the role conflict during the institutional adaptation process. This paper, therefore, will put focus on those problems, especially on how the problems make any quantitative and qualitative impact on job satisfaction. The analysis includes a research questionnaire which targets on the current employees in TSC. During the research, 575 copies of the questionnaire were mailed to Taipei, SiHu, HuWei, SinYin, JiaYi, TaiNan, Gao, PinDong, TaiDong, etc; and 515copies were replied, 503 copies are statistically effective among them. The questionnaire contains total 93 questions. 84 questions are divided into 3 groups and to test the recognition of privatization and reorganization, the working pressure, and the job satisfaction. The rest 9 questions are designed to investigate the personal information such as age, marriage, education, job position, seniority, working unit and service area. The following 4 hypotheses are developed and partially proved 1. There is critical variation between personal characteristics and the recognition of reorganization. 2. There is critical variation between personal characteristics and the feedback to working pressure. 3. There is critical variation between personal characteristics and job satisfaction. 4. There is critical correlation among the recognition of reorganization, the job satisfaction, and the working pressure. Based on the research findings, this paper provides the following suggestions: 1. Intensifying the publicity of privatization 2. Building the future vision for the company 3. Accelerating the business reengineering 4. Introducing the professional division and transformation 5. Communicating with the labor unions 6. Reeducating the allegiance in working For the advanced research, the following 4 aspects will be focused on: 1. Under the supervision of the Ministry of Economic Affairs, there are total 7 state-owned enterprises, and all are pursuing different kind of reorganization plans. Thus, to analyze how different type of reorganization will create different influences to staff’s personality will be more interesting. 2. Except working pressure and reorganization, many other variables may also have influence on job satisfaction; therefore, the other researches may focus further on the relationship between job satisfaction and leading style, job specification, or personal characteristics. 3. Due to the different political and economical situations, the employee of the state-owned enterprises in Taiwan and Mainland China could have critical variation in the correlation between working pressure, job satisfaction and the recognition of reorganization. As the result, some comparative analyses between Taiwan and Mainland China will add more value to this research. 4. Because some case studies have already compared the effectiveness of Taiwan Power Company to Korea Power Corporation, as well as the efficiency of Chinese Petroleum Corporation to other global petroleum businesses, it may help the globalization of TSC if there will be some comparative study between TSC and other global sugar companies.

本研究在於探討國中校長家長式領導與教師組織承諾之關係，根據文獻分析，及採用問卷調查法；以瞭解國中教師對校長家長式領導與教師組織承諾之現況、差異情形及其相關，並探討工作滿意是否為校長家長式領導與教師組織承諾的中介變項。 本研究以台北縣國中教師為對象，以分層隨機方式抽取樣本，計590位受試者，回收有效問卷468份，佔全部問卷問卷的79.3%，將所得有效樣本資料編碼，分別以描述性統計、t考驗、單因子變異數分析及典型相關等統計方法進行資料的分析與處理，獲得以下結論： 一、國中校長展現中度家長式領導行為，以「德行領導」為最高。 二、國中教師對於組織承諾表現中度以上的程度，尤其是「情感性承諾」最佳。 三、國中教師對於工作滿意表現中度以上的程度，其中「內在滿意」最高。 四、男性、教師兼任主任知覺校長家長式領導較高。 五、41歲以上且在本校服務11~20年的導師其組織承諾較高。 六、校長表現高德行、高仁慈則教師們會產生較高的「情感性承諾」、「規範性承諾」。 七、校長展現低威權會使老師們有較高「情感性承諾」、但是「持續性承諾」、「規範性承諾」也會降低。 八、工作滿意對於家長式領導與教師組織承諾有中介效果。 / The purpose of this study is to investigate the relationship between principal’s paternalistic leadership and teacher’s organization commitment in Junior High Schools. according to the analysis of references and adaptation of questionary survey method to understand the current situation of principal’s paternalistic leadership and teacher’s organization commitment, as well as the correlation and the difference between them,and to discuss the mediating effects of job satisfaction toward principals’ paternalistic leadership and teachers’ organizational commitment. This study took the teachers junior high school in Taipei County as population,and got samples by stratified random sampling. 468 samples are effective among 590 teachers and the rate of retrieve is 79.3 %. After analyzing the data by statistical methods of mean, standard deviation, t test, one-way ANOVA and canonical correlation, the results of this study were as follow： 一、Principals of junior high schools performed above moderate level of paternalistic leadership behavior，especially the performance of moral leadership. 二、Junior high school teachers’ performance in organization commitment was above the average, especially in affective commitment. 三、Junior high school teachers showed above moderate level of Job satisfaction, among which the intrinsic satisfaction was perceived most. 四、Teachers who are males and part-time rectors show higher perception of principal’s paternalistic leadership. 五、Homeroom teachers who are over 41 years and with 11-20 years of service has more organization commitment. 六、While principals perform high morale, benevolent leadership, teachers may have high affective commitment and normative commitment. 七、Principals perform low authoritarian leadership promotes teachers’ affective commitment. However, teachers’ continuance commitment and normative commitment will demote. 八、Job satisfaction does have mediating impact on principal’s paternalistic leadership and teachers’ organization commitment.

ebay拍賣在去年(2006)退出台灣與PChome成立露天市集，相較於收取刊登費和3%交易手續費的Yahoo 拍賣，露天的不收費政策是否能夠掀起賣家的搬家風，追平與Yahoo拍賣人氣的差距呢？賣家都是跟著買家走的，買家對網路拍賣行為的整體評價來自於—1.網站使用經驗2.賣家交易經驗，本研究主要是從上述兩個角度探討哪些因素會影響買家的滿意度，進而產生與拍賣網站和賣家的專屬資產？一旦建立專屬資產後，是否又會影響買家的忠誠度，而持續的與賣家交易，或繼續使用某特定網站？最後，「網站忠誠度」與「賣家忠誠度」兩者的相互關係，又會如何讓買家在拍賣網站和賣家中作選擇？ 本研究以路徑分析得到實證結果，主要發現如下： （一）買家對拍賣網站的滿意度，會讓他們願意投入更多專屬資產，進而建立忠誠度；對賣家的滿意度卻不會促使買家與之建立專屬資產。 （二）網站拉力大於賣家拉力：若買家對網站有高忠誠度，則不會因為賣家任何優惠等誘惑隨之遷移到其他網站，表示對賣家忠誠度低；但買家若對賣家的忠誠度高，則會更喜歡使用該網站與原賣家進行交易，進而提升對網站的忠誠度。

近年來隨著經濟水準的成長，國人對奢侈品的消費能力日益提高，事實上，這也是目前全球普遍的消費行為轉變，而「奢侈品」具有品牌形象良好、高品質、凸顯品味等特色，其商品利潤遠也超乎平價商品，以奢侈品的「高級汽車」來說，其銷售量在台灣車市中一直維持穩定的成長，並不會受到整體經濟環境的影響，呈現一個獨特的消費市場。 有別於傳統行銷理論著重於消費者理性抉擇因素，本研究從感性觀點切入，欲瞭解這群高消費能力之消費者，對於高級汽車購後的心理層次要求，故本研究以Schmitt(1999)所提出的「體驗行銷」為研究主軸，進行實證研究，探討「策略體驗模組(SEMs)」對於LEXUS高級車車主「顧客滿意度」、「顧客忠誠度」的影響關係，調查方式則針對台北地區LEXUS車主，在營業場所進行為期三週的問卷調查，最後則根據研究結果，研擬未來高級汽車在體驗行銷策略上的建議。 本研究發現，體驗行銷與顧客滿意度、顧客忠誠度之間，均具有中高程度的相關關係，迴歸分析顯示情感體驗、關聯體驗對於顧客滿意度、顧客忠誠度具有最高的預測能力，根據體驗行銷之理論架構，證明LEXUS消費者處於營業所時，心情會感到愉快並且促進滿意，車主本身的品牌社群概念，則有助於持續再消費的忠誠度，研究結果也證實了LEXUS近年來於消費者的品牌經營之成效。 關鍵詞: 體驗行銷、顧客滿意度、顧客忠誠度 / With the raising development of the economic level in recent years, citizens have progressively upgraded their consumption level into luxury goods. In fact, this is also the global trend of the change in consumption behavior. A extravagance features good brand image, high quality, and the sense of taste, its profit is also much higher than ordinary products. In terms of luxury vehicles, the sales volume has maintained a steady growth in Taiwan market, forming a unique market condition, regardless of the economic recession overall. Unlike traditional marketing theories which focus on the rational factors of consumer decision, this thesis uses a perceptual perspective to understand the psychological needs of consumers after they purchased a luxury vehicle .Therefore, this thesis is based on the theory “Experiential Marketing” built by Schmitt(1999), to proceed a concrete investigation on the influence of SEMs(strategies of experiential modules) on LEXUS automobile owners’ consumer satisfaction and loyalty. The investigation aims LEXUS automobile owners in Taipei area, using questionnaires in selling points and the procedure last three weeks. At last, according to research results, this thesis will provide practical marketing suggestions for LEXUS Keywords：Experiential Marketing, Consumer Satisfaction, Consumer Loyalty