The aim of this thesis is to formulate a business of a mobile app producing company, while focusing on some key concepts crucial for this kind of business. Especially the new digital environment marketing, freemium monetization concept supporting features and application features for effective customer retention and payment incentives. How is the concept of new digital environment marketing understood in this thesis? New digital environment is seen as the environment created by the mobile device applications, their distribution channels, social media, their users and some of the other online products. Special attention is dedicated to the social media marketing, Freemium monetization concept is a key element of income for many successful application developers and same it shall be in the case of discussed business. These purchases have to be set in such way, that the benefit provided to the user would be a sufficient motivation for him to realize the purchase, while not discouraging the use of application by those who does not pay. The customer retention is being examined in the environment of mobile device rpg game. The principles and features discussed in this relation are generally applicable.

本研究的主要目的在於運用自傳式記憶的作業探討高社交焦慮者是否有記憶偏誤的現象。根據Clark和Wells（1995）的模型，高社交焦慮者在社交焦慮情境中容易把大部分的注意力集中在自身相關（self-related）的訊息上，因而造成對自身相關訊息的記憶優於外界環境訊息的現象；然而根據Repee和Heimberg（1997）的模型則假設高社交焦慮者在社交情境中會關注與負向自我評價有關的訊息，而不論該訊息是來自自身或外界環境。本研究企圖同時檢測上述兩個模型。 本研究篩選出六十四名大學生分為高社交焦慮與低社交焦慮兩組，所有受試者皆須分別回憶一件社交焦慮事件及一件中性事件，受試者被要求先在腦海中形成對該事件的影像，然後寫下有關回憶事件的詳細描述並完成記憶清晰度的評估。 研究結果得出高社交焦慮者在進行社交焦慮事件的回憶時，傾向回憶出比低社交焦慮組更多的自身相關訊息；且高社交焦慮組在回憶社交焦慮事件時比低社交焦慮組更傾向評估自身相關訊息的記憶清晰度高於外界環境訊息，研究結果較支持Clark和Well（1995）的說法。 / The purpose of the present study was to utilize the autobiographical memory task to investigate the memory bias in socially anxious individuals. According to Clark and Wells’ (1995) view, socially anxious individuals were hypothesized to preferentially allocate almost attentional resources to self-related information and remember self-related information better than external information on entering an anxiety-provoking social situation. However, according to Repee and Heimberg’ s (1997) model, they supposed that socially anxious individuals tend to focus on negative self-evaluated information regardless of it were self-related or external information. The present study tried to examine the two models simultaneously. Sixty-four undergraduate students were assigned to either high or low social-anxiety group. All subjects were asked to recall one anxiety-provoking social situation about public-speaking and another neutral situation. They were requested to form an image of the event and write a detailed description about it. They then completed rating of memory vividness for each situation. The results revealed that high social anxiety group showed to retrieve more self-related information than low social anxiety group and displayed more preferential to rate the vividness of self-related information higher than external environmental information than low social anxiety group did when recalling anxiety-provoking social situation. The result supported Clark and Wells’ s model.

在DTN(Delay Tolerant Networks)這類的網路架構下，無線節點之 間的通訊連線是採非連續性建立的。DTN 路由協定中, 決定中繼節點 方式大致可以分成兩類:依地理位置考量的路由協定（Geographic Routing Protocal）和依社交模式考量的路由協定（Social-based Routing Portocal）。 由於人與人間的互動是透過社交關係, 但是真實的資訊傳遞又須 仰賴當時的地理位置。因此我們提出的演算法將網路拓墣分成社交層與地理層, 在社交層中利用Social Ally Selection Algorithm 挑選出合適的社交盟友(Social Ally)。在地理層中利用Geographic Messenger Forwarding Algorithm 挑選合適的節點將訊息傳送給朝向目的地或是社交中繼站的節點。根據實驗模擬結果, 我們的路由協定能有較佳的傳遞成功率, 並降低了延遲時間。 / Delay Tolerant networks (DTN) may lack continuous network connectivity. Most of these DTN routing protocol, which attempt to make better routing decision, could be divided in two categories: Geographic routing protocols and Social-based routing protocols. Due to the interaction between people through social behaviors and message transmissions rely on geographic position information, we proposed a routing protocol which network topology is divided into two sub layers: social layer and geographic layer. In social layer, we propose a Social Ally Selection Algorithm to decide social allies that are controlled to improve delivery performance. In geographic layer, we propose a Geographic Messenger Forwarding Algorithm to transmit message to the nodes moving toward to social ally or destination. According to the simulation results, we could show that our routing protocol have higher delivery ratio and lower delay latency compare to other protocols.

本研究主要目的，為透過操弄自我聚焦注意來探討高社交焦慮者在社交評估情境中的心像反應，並釐清心像內涵與形成視野以及對焦慮情緒的影響。過去對於高社會焦慮者的負向自我心像，究竟是在社會威脅情境下，就會自發性的發生；還是只有在高社會焦慮者具有自我聚焦注意時，才會發生，目前尚未有實徵研究的探討，此為本研究最主要的研究目的。 本研究篩選出高社交焦慮組37人與低社交焦慮組36人參加實驗，受試者在接受所分派的自我聚焦注意操弄後，進行社交評估作業，並針對內在心像的內容進行進一步的調查。 研究結果發現，接受自我聚焦注意操弄的高社交焦慮者，其心像內容明顯充滿較高比例的負向訊息，且在實驗前後的焦慮情緒改變也相對較高，而未接受自我聚焦注意操弄的高社交焦慮組，以及兩組低社交焦慮組皆未觀察到較高的負向心像內容，在呈現形式以及焦慮情緒上亦無顯著的差別。 高社交焦慮者的自我心像會受到當下注意力投注狀態的影響，當越處於自我聚焦的狀態下，其心像的內容也充滿越多的負面訊息，心像呈現的方式也越傾向以被他人所觀察的形式。由於自我聚焦注意在社交焦慮症狀發展與維持上扮演相當重要的角色，故在釐清高社交焦慮者在自我聚焦注意下的心像內容，有助於選擇適當的治療策略，協助高社交焦慮者因應環境中的威脅。 / This study aimed to explore the imagery of high social anxious individuals in the social-evaluative context by manipulating self-focused attention , and also attempted to clarify the content of the imagery, the perspective formed by the context, and the influence on the anxiety emotion. The past studies on the issues of whether the negative self-imagery of high social anxious individuals spontaneously occurred in a social threat context or only occurred in the self-focused attention have not carried out any empirical research so far, and thus it is the main research purpose of this study. In this study, 37 high and 36 low social anxious individuals were selected to conduct the experiment. After being manipulated the self-focused attention according to the groups to which they had been assigned, the participants had to engage in a social evaluation task, and a further investigation would be undertaken according to their content of inner imagery obtained in the task. The research results showed that high social anxious individuals being manipulated the self-focused attention apparently had a higher proportion of negative messages in their content of imagery and also had a relatively higher change in their anxiety emotion before and after the experiment. On the contrast, no higher proportion of negative messages in the content of imagery was observed in the group of high social anxious individuals that were not being manipulated the self-focused attention and in other two groups of low social anxious individuals. Similarly, there were no significant differences in the forms presented and the anxiety emotion in those groups as well. The inner imagery of high social anxious individuals would be influenced by the present status of the focus of attention. While in a higher self-focused attention, the content of imagery tends to be more negative, and tends to be observer perspective.

在社交媒體(social media)網站如雨後春筍般出現的時代，作者以觀察「大型社交媒體的高滲透率，以及媒體由服務、迎合大多數人的喜好的型態，演進為提供更加貼近各專業領域的服務型態的現象」出發，選定籃球為本研究之專業領域，藉由開發專注於籃球領域的社交媒體網站---Basketball Addiction來了解使用者是否能如作者觀察媒體的演進般，社交媒體網站也會有更加貼近各專業領域的服務型態出現，而使用者在使用這樣的網站時能得到滿足，持續使用，甚至推薦給朋友。 在經過本研究問卷調查後，利用統計分析軟體PLS(Partial Least Squares)進行模型的分析，Bootstrapping進行假說的顯著性檢定。結果顯示，專注於特定領域的社交媒體網站在未來是有存在的可能的，Fulfillment構面的調查結果也顯示Basketball Addiction的確能滿足使用者「社交」及「專業」的期待。 / In the era of social media sites have sprung up, the author observed, "large-scale high penetration of social media and the phenomenon of the media have made services to cater to most people's favorite patterns evolved to provide more services closer to the various professional fields patterns. Select basketball as this research professional fields. Through the development of social media sites which focus on basketball professional fields --- Basketball Addiction to understand whether the social media sites can follow the evolution of media, such as like, there will be more social media sites provide professional services. In addition, author also wonder that whether users in the use of such sites can be satisfied, continuous use, and even recommend it to friends. After the survey, author uses PLS (Partial Least Squares) to analyze and verify the model’s reliability and validity, Bootstrapping to make significant analysis. The results show, social media sites which focus on specific fields can exist is possible. Also, the results of the latent variable --- Fulfillment show that Basketball Addiction indeed allows users to have to meet the expectations, "social" and "professional" in.

隨著經濟的快速成長，產生了各種社會問題，而為了解決這些社會問題，許多社會企業隨之出現，這些企業希望在改善社會問題的同時，能透過盈利的方式，使組織永續經營，而本研究欲探討社會企業如何取得資源，換言之，哪些因素會影響資源擁有者提供資源的意願。 本研究參考過去的文獻資料，整理出三項會影響社會企業獲取資源難易度的因子，分別為「社交連結」、「品質信號」與「說故事」，並透過個案研究的方式，透過深度訪談及次級資料的蒐集，探討各個因子是否對社會企業取得資源有所影響。研究結果顯示，在三項因子中，社會企業最常使用說故事的方法來獲取資源，最少透用釋放釋放品質信號，然而，若社會企業有一個很強的品質信號，便會被大量的使用。最後，社會企業若有好的故事，且主動聯絡，透過多樣化的媒體管道，也能更有效的吸引資源擁有者的注意，增加獲得資源機會。 / With the rapid development of economy, a variety of social problems have arisen. As a result, many social enterprises have emerged in order to solve these social problems. These enterprises attempt to help solve social problems and meanwhile, they want to make the enterprise sustainable by making profit. This study wants to explore how social enterprises acquire resources. In other words, this study examines the factors that will affect the willingness of resource owners to provide resources. Referring to past literature about how social enterprises acquire resources, this study categorizes them into three factors that may affect the accessibility of resources for social enterprises, which are “social ties”, “quality signals” and “storytelling.” This study uses the method of case study. Through in-depth interviews and secondary information, we examine how each factor may affect social enterprises acquiring resources. Results show that among the three factors, storytelling is being used the most often to obtain resources. On the other hand, quality signals are used the least often. However, if a social enterprise has a very strong quality signal, it will be widely used. Finally, if a social enterprise has a good story and takes initiative to contact media, it can attract more media attention. Through various media channels, more resource owners will have the chance to know this social enterprise; therefore, the chance of acquiring resources may increase.

在1946至1964年之間出生的戰後嬰兒潮,奉獻了大半輩子在於工作,因此擁有較 高的收入以及較充裕的自由時間。毫無疑問地,他們是最有資格也最值得去追求 幸福的族群了。 這篇論文基於PERMA這個模型對於幸福所提出的五個元素,針對其中的“社交 關係”進行研究。並以社會資本來當作研究的核心,近而探討線上以及線下的行 為對於社會資本所造成的影響。 在這篇論文中,我們會透過所設計的機制,來量化個體的社會資本。並利用活動 導向的推薦來增加以及最佳化個體的社會資本。更希望可以透過人與人之間的強 弱連結,使彼此之間互相影響,共同創造更大的社會資本以及更好的社交關係。 透過我們的機制,系統可以了解嬰兒潮顧客的社交情形,並推薦適合他們從事的 社交活動。 長期來看,我們認為微觀的社會資本可以影響到宏觀的社會資本。如同個體可以 影響到其所在的群體一樣。研究最後的目標是幫助嬰兒潮顧客達到社會幸福,並 創造一個使用者可以共同創造價值的生態系。 / Baby boomers, which mean people who were born between 1946 and 1964, devoted most of their life at work. Because of the high income and free time they have, they undoubtedly are the most capable but also the most worthy to pursue wellbeing. This paper will focus on one of the elements of wellbeing, which is the relationship part of PERMA model. The core of this research is on social capital that is related to user's behaviors online and offline. In this research, we want to quantify each user’s social capital, and then increase and maximize it through our particularly devised mechanism. By the strong or weak ties between users, they could co-create higher social capital and better relationships. Through our mechanism, we can understand baby boomers’ social situation and improve it by recommending virtual and physical activities. In the long term, we thought micro social capital can affect macro social capital, as a person can affect others. The final goal of this research is helping baby boomers achieve social wellbeing and create an ecosystem for users to co-create value in relationships.

道德企業的臉書粉絲團：社群對話與意義行銷 / Fair Trade is for more than just coffee: Oliberté and prAna sell clothing, shoes, and accessories. Corporate social responsibility now takes the shape of business models. For each item sold, TOMS and Warby Parker give an item to someone in need. The present study takes a closer look at what is happening on these four brands’ Facebook pages with the focus on user-generated contributions. Observation of those pages during the 2014 American holiday shopping season identifies what people are posting. Depth interviews with active Facebook followers provide insight as to why people are posting about these companies and how they came to be brand advocates. The results indicate that though there are plenty of discussions about products, Facebook brand pages are not merely advertising channels. They are tools that the greater ethical consumption community uses to strengthen and expand its values-based groups of followers. People also choose Facebook over face-to-face conversation to start tough conversations about consumer and political issues within their own networks because it is easier to present controversial ideas. The informants, regardless of voting frequency, reported being skeptical of government and large organizations. Yet, they have faith in capitalism’s ability to carry out good around the world, and they are an active audience for meaningful marketing. Finally, informants reported hating shopping. Yet, they invested time checking corporate websites, reading literature written by a brand’s founder, and sharing information about companies on Facebook. Websites and social media are essential to the shopping process today because they are spaces where consumers learn about and share brand stories.

本研究主要目的在探討有戀愛經驗大學生的「成人依附」、「社交能力」、「社會支持」、「寂寞」與「憂鬱」之間的關係。依此目的，本研究先探討不同背景變項的大學生在「逃避依附」、「焦慮依附」、「社交自我效能」、「困擾的自我揭露」、「社會支持」、「寂寞」與「憂鬱」上的差異情形，並以兩個模式探究有戀愛經驗大學生的「成人依附」、「社交能力」、「社會支持」、「寂寞」與「憂鬱」之間的關係。模式一探討「逃避依附、焦慮依附、社交自我效能、困擾的自我揭露、寂寞與憂鬱之關係」；模式二探討「逃避依附、焦慮依附、社交自我效能、困擾的自我揭露、社會支持與憂鬱之關係」。研究採問卷調查法，以台灣十一所大學805位有戀愛經驗的大學生為對象，並以隨機方式將之分為兩組，第一組399人，用來刪題與發展模式；第二組406人，用來驗證模式及探究不同背景變項的受試在各研究變項上的差異。研究工具包括成人依附量表、社交自我效能量表、困擾的自我揭露量表、寂寞量表、社會支持量表和憂鬱量表。資料分析方法為因素分析、信度分析、t考驗、單因子變異數分析及結構方程模式。 本研究以第一組樣本探討初始模式發現，初始模式與觀察資料間適配不理想，故根據修正指標進行修正，修正後的模式與資料適配後，再以第二組樣本驗證模式的穩定性，經驗證模式一及模式二具備相當穩定性，且模式一及模式二都與觀察資料適配，並能有效解釋變項間的關係。 主要研究結果如下： 第一，在背景變項方面：（一）女性受試的「困擾的自我揭露」與「社會支持」顯著高於男性；（二）一年級受試的「焦慮依附」顯著高於三年級及四年級的受試；（三）不在戀愛中受試的「逃避依附」、「焦慮依附」與「寂寞」顯著高於在戀愛中的受試，而在戀愛中受試的「社會支持」顯著高於不在戀愛中的受試；（四）無晤談經驗受試的「逃避依附」顯著高於有晤談經驗的受試，有晤談經驗受試的「寂寞」與「憂鬱」顯著高於無晤談經驗的受試。其他部分則無顯著差異。 第二，在模式方面：（一）逃避依附與焦慮依附會透過社交自我效能而間接影響寂寞，再間接影響憂鬱；（二）逃避依附與焦慮依附會透過社交自我效能而間接影響社會支持，再間接影響憂鬱；（三）逃避依附會透過困擾的自我揭露，間接影響社交自我效能，再透過社交自我效能間接影響寂寞，再間接影響憂鬱；（四）逃避依附會透過困擾的自我揭露，間接影響社交自我效能，再透過社交自我效能間接影響社會支持，再間接影響憂鬱；（五）焦慮依附會直接影響憂鬱；（六）焦慮依附會透過寂寞間接影響憂鬱；（七）焦慮依附對憂鬱的影響效果會大過逃避依附對憂鬱的影響效果；（八）困擾的自我揭露對寂寞不具直接影響力，困擾的自我揭露會透過社交自我效能間接影響寂寞；（九）逃避依附、焦慮依附、困擾的自我揭露對社會支持不具直接影響力，逃避依附、焦慮依附、困擾的自我揭露會透過社交自我效能間接影響社會支持。 最後，根據研究結果，針對個人、學校諮商與輔導實務及未來相關研究提出建議，以供參考。 / The Relationships Among Adult Attachment, Social Competencies, Social Support, Loneliness and Depression of College Students Ching-Ju Lee Abstract The main purpose of this research was to study the relationships among “adult attachment,” “social competencies,” “social support,” “loneliness” and “depression” of the college students who had romance. The researcher first investigated the differences in terms of “attachment avoidance,” “attachment anxiety,” “social self-efficacy,” “distress self-disclosure,” “social support,” “loneliness” and “depression” among the participants who had the different background variables. Also studied were the relationships among “adult attachment,” “social competencies,” “social support,” “loneliness” and “depression” of the college students who had romance by using two models. Model one was used to study “the relationships among attachment avoidance, attachment anxiety, social self-efficacy, distress self-disclosure, loneliness and depression.” Model two was used to study “the relationships among attachment avoidance, attachment anxiety, social self-efficacy, distress self-disclosure, social support and depression.” This study employed questionnaires to collect data. The participants of the study were 805 Taiwan college students who had romance from 11 universities, and were randomly divided into two groups. In group one, there were 399 participants whose data were used to cancel items and develop models, and in group two there were 406 participants whose data were used to test models and study the differences in regards of different research variables among the participants who had the different background variables. The participants were evaluated by Adult Attachment Scale, Social Self-efficacy Scale, Distress Self-disclosure Scale, Social Support Scale, Loneliness Scale and Depression Scale. The data were analyzed by factor analysis, Cronbach α analysis, t-test, one-way ANOVA and SEM. The initial models tested by group one did not fit well with the observed data. Therefore, applying the modification index, the researcher modified the models till the models fit the observed data, then tested the models’ stability by group two, and came to confirm the stability of model one and model two. The researcher found both model one and model two fit the observed data, and could effectively explain the relationships among the variables. The main results of this study were as follows: First, about the background variables: 1. The scores of “distress self-disclosure” and “social support” of girls were significantly higher than those of boys. 2. The scores of “attachment anxiety” of freshmen were significantly higher than those of juniors and seniors. 3. The scores of “attachment avoidance”, “attachment anxiety”, and “loneliness” of the students who were not in love were significantly higher than those of the students who were in love, and the scores of “social support” of the students who were in love were significantly higher than those of the students who were not in love. 4. The scores of “attachment avoidance” of the students who had no counseling experience were significantly higher than those of the students who had counseling experience while the scores of “loneliness” and “depression” of the students who had counseling experience were significantly higher than those of the students who had no counseling experience. There were no significant differences among other variables. Second, about the models: 1. Attachment avoidance and attachment anxiety could affect social self-efficacy, and could thus in turn affect loneliness through social self-efficacy, and could indirectly continue to affect depression through loneliness. 2. Attachment avoidance and attachment anxiety could affect social self-efficacy, and could thus in turn affect social support through social self-efficacy, and could indirectly continue to affect depression through social support. 3. Attachment avoidance could affect distress self-disclosure, and could thus in turn affect social self-efficacy through distress self-disclosure, loneliness through social self-efficacy, and depression through loneliness. 4. Attachment avoidance could affect distress self-disclosure, and could thus in turn affect social self-efficacy through distress self-disclosure, social support through social self-efficacy, and depression through social support. 5. Attachment anxiety could directly affect depression. 6. Attachment anxiety could indirectly affect depression through loneliness. 7. The effect of attachment anxiety affecting depression was higher than that of attachment avoidance affecting depression. 8. Distress self-disclosure could not directly affect loneliness, while it could indirectly affect loneliness through social self-efficacy. 9. Attachment avoidance, attachment anxiety and distress self-disclosure could not directly affect social support, whereas they could indirectly affect social support through social self-efficacy. Finally, based on the results of the study, the researcher made some further suggestions for individuals, school counseling and future researchers.

Granovetter proposed that weak ties connect different sections of social networks, thus function as the channel for individuals to gain access to useful information unavailable at existing social circles. The first motivation of this study is to explore to what extent strength of ties theory explains information exchange behaviour of Taiwanese Facebook users. According to past research, Chinese rely on those with close guanxi, such as family members and close friends to satisfy individual’s needs. This leads us to ask if guanxi would also play an important role in satisfying individual’s needs for information. Thus the second motive of this study is to explore the significance of guanxi for Chinese Facebook users in selecting the counterpart for information exchange. It is hoped that the results of this investigation will contribute to social networks, guanxi, information behaviour research and social network sites users’ study, especially in Taiwan. Based the data collected via online survey, this study found that respondents tend to rely on strong ties as their primary sources of information. If their strong ties were not able to provide the information, respondents would rely on the connections of these strong ties, rather than the weak ties in their network, to find the information they needed. Thus strong ties are the key to information exchange in a social network.