隨著電腦和網際網路的快速發展，此兩者的結合，提供了許多的資訊商機。其中一項便是遠距教學的興起。遠距教學由最早的函授逐漸轉為以目前流行的Web-based資訊系統為教學平台。而為了讓遠距教學的推廣更加有效，本研究試圖瞭解學習者的心態，提出一個能夠有效解釋和預測學習者行為的模式，以提供相關研究人員參考。 本研究參考歷經實證的科技接受模式（Technology Acceptance Model），以此為基礎，發展出研究架構。並回顧相關網站品質的文獻，建構出屬於遠距教學的網站品質，並以此為外部變數，來推測影響使用者的行為。研究結果發現，本研究所使用的網站品質中，四個構面，以教材品質影響行為意圖的效用最大，其次是其次為服務互動，以及介面設計，最後是功能性。

走過資本與勞力密集的工業時代後，全世界已邁向知識密集的新局面，在這樣的潮流下，各國無不發展知識經濟以提升競爭優勢，我國政府也開始設法將內容、創意與科技結合，積極推動數位內容產業，此外，文化創意產業同樣已成為新世紀知識經濟的主流之一，由此可知，任何產業皆須開始重視內涵與創意，而文化又是知識的累積和傳承，若能將對國家的文化認同運用於創意產業，並深入表現在國民的生活文化裡，不啻為符合環境趨勢又能造就一種新經濟形態的好方法。 有鑑於數位出版典藏成長力道之強勁，以及目前國際間無不致力從事國家典藏數位化的工作，再加上我國包括「數位典藏國家型科技計畫」等數位典藏工作之進行，和近幾年針對數位典藏各層面問題之探究所召開的多場研討會，在在顯示數位內容產業之一的「數位典藏」愈來愈受到關注，而將文物數位化保存只是起步，運用數位典藏內容素材進行加值應用從而促進數位典藏與文化創意產業的發展才是更大的價值所在，因此本研究選擇以「數位典藏加值應用」為研究焦點，且由於數位典藏內容在加值應用過程中，包括數位內容之取得、保護、利用、甚至於授權、行銷等，每個階段都與法律考量環環相扣，如何確保數位典藏內容從產生到流通的過程中，創作者受到法律規範應有的保護，又不致過度妨礙知識的擴散以激發更多創新，是值得研究的議題，因此本研究擬分別由理論面與實務面歸納出與數位典藏加值應用發展相關的重要法律議題加以分析論述。 本研究在理論面係針對「資料庫之法律保護」與「科技保護措施衍生的法律爭議」兩大主題為探討，至於實務面則以個案訪談方式瞭解典藏機構與業界加值應用的現況、所遭遇的法律問題與挑戰、以及對於未來發展的看法，最後即根據文獻資料分析與訪談發現歸納研究結論與提出建議。 本研究在進行法律文獻研讀並比較國內外法制發展之後，認為著作權法對資料庫的之保護不足，以其它方式保護亦有其限制，為促進數位典藏資料庫之建置並保護投資，以推廣數位典藏之加值應用，因此建議我國應推行以雙軌制保護資料庫之立法。至於科技保護措施的立法方面，本研究主張為適當維護數位典藏內容擁有者與加值應用者的權利，以及符合我國政府推動數位內容產業的政策目標，並順應國際立法趨勢，必須就數位環境與網路時代下之數位內容給予更有力的保護，故我國仍應立法規範禁止規避科技保護措施的行為，但必須正視美國數位千禧年著作權法案之反規避條款所造成的諸多問題，亦即未來我國立法勢必要考量公益與產業情況。 值得一提的是，本研究在訪談中發現文化資產保存法第十六條規定在適用上似與著作權法第四十三條有所衝突，應修法使得文化資產保存法的定位更加明確，惟基於促進國家整體文化發展，本研究認為屬於公有的文化資產不妨儘量傳播並供後人利用。再者，進行數位典藏工作及其後的加值應用，均須留意智慧財產權問題，且在授權方面，應儘可能取得「再授權」他人利用的權利，以便於能就利用成果再創價值，而考量到數位時代大量運用著作的需要及效率，亦應催生著作權集體管理機制之建立。 關於數位典藏加值應用的推行，進而驅動數位內容與文化創意產業的發展，本研究在個案訪談後亦有數點建議。首先應正視文化認同問題，畢竟要形成產業必須活絡消費，而其根源在於整個社會人民是否對於我國文化仍有信心與熱愛；其次當然要重視創意與內容，因為這才是消費者最終體驗的核心。 又因我國擁有中華文化且位居多元文化交融之處，以華文市場為基石並準備進軍國際，是我國運用文化內容以發展創意產業的機會所在，其它如善用行銷與通路把創意的產品或服務帶到消費者面前、加強智慧財產權教育與宣導、培養包括創意人才、A型人才與智慧財產權專業人才等，皆是產業發展的關鍵要素。 附帶說明，本研究在訪談中，發現業界對於公部門的定位不清有其憂慮，故本研究建議政府應該提供一個公平、開放，讓市場機制自由運作的環境，並應避免過度介入反而有礙產業進展。 數位典藏讓珍貴文物資產有更多重的運用空間，其後續的加值利用更是商機無限，期待在整體環境日趨健全的情況下，透過典藏機構、學界與業界的合作，能真正實現「文化產業化、產業文化化」的願景。 / As the capital-intensive and labor-intensive industry era went by, the whole world has marched toward the knowledge-intensive new situation. Under this trend, many countries develop the knowledge economy to improve the competitiveness .Our government also begins to combine the content and originality with technology and develop the digital content industry positively. Besides, the cultural creative industry has already become one of the mainstreams of the knowledge economy in the new century. Thus every industry must pay attention to intension and creativity. Culture is the accumulation and inheritance of the knowledge. If we apply the cultural identification to the creative industry and make it display deeply in people's life, it will not only be the good method that can bring up a kind of new economic form, but can be corresponded with the environmental trend. Because digital publishing and digital archiving grow up powerfully, many countries are devoted to digitizing national collections at present. Besides, our country proceeds to digitize national collections, such as ' National Digital Archives Program '. Many seminars are held with many aspects of questions on digital archiving in recent years. The above-mentioned situations show that ' digital archive ' draws more and more attention. However, the digitization of historical relics is just the beginning. The greater value is to use digital archive content or materials to go into value-added applications and then push the development of digital content and cultural creative industry. Thus the ' value-added applications for digital archiving ' is focused in this study. Because in the process of value-added applications for digital archive content, including acquirement, protection, utilizing, authorizing and marketing , many questions should be considered with the law at each stage. How to guarantee that the creator is under the protection of the law from the beginning to circulation of digital archive content and make sure that these protections will not hinder the diffusion of knowledge is the worth studying topic. Thus this study plans to generalize some important legal issues which are relevant to the development of value-added applications for digital archiving from aspects of theory and practice and then analyze and discuss them. In the theoretical aspect, this study focuses on ' the legal protection of the database ' and ' the legal dispute of the technological protective measures '. In the practical aspect, the writer collects information about the archive institutions and industry’s present situation, legal questions, challenge and views on development in the future of value-added applications for digital archiving by means of case interview. Finally, the study puts forward the conclusion and the suggestion according to documents analysis and interview finding. After studying legal documents and comparing the development of domestic and international legal system, the writer thinks that the protection of database by copyright law is insufficient and is also limited by other way. This study suggests that our government should pursue the legislation of protecting the database with the dual track approach for the sake of promoting the construction of digital archive database and protection of investment to popularize value-added applications for digital archiving. As for the legislation of the technological protective measure, this study advocates that our government must offer stronger protection on digital content under digital environments and internet era to protect the rights of digital archive content owner and those who use digital archive content to add value properly. To accord with the policy goal that our government promotes the digital content industry and comply with the international legislative trend, our country should legislate against circumventing technological protective measure in the future. Nevertheless, our government must face the questions derived from anti-circumvention provisions of the Digital Millennium Copyright Act in US. It means that our government must consider public good and industry's situation in future lawmaking. It deserves to be mentioned that this study find there is likely conflict between application to article 16 of Cultural Assets Conservation Law and article 43 of copyright law in interview. Thus our government should revise law to make the orientation of Cultural Assets Conservation Law clearer. However, in the cause of bringing about an advance of national whole culture, this study has an idea that cultural assets belong to the public should be propagated and utilized as far as possible. Moreover, it must be looked out for intellectual property right on digital archiving and its value-added applications. In terms of authorization, this study suggests that authorized people should obtain the right of 'reauthorization ' so that they can use the achievement to create value again. Considering the need and efficiency of work utilization, our government should expedite to set up the collective management mechanism of copyright. In regard to the development of value-added applications for digital archiving and then drive digital content and cultural creativity industry, this study also propose several suggestions after case interview. First, we should face the question of cultural identification. Activating consumption can form the industry and its origin lies in whether the whole society is still confident of and has deep love for the Chinese culture. Second, we certainly should pay attention to the creativity and content because those are the cores that consumers experience ultimately. Because our country has Chinese culture and occupies the place where plural culture blend, it is the opportunity for our country to use cultural content to develop creativity industry and base on Chinese-language market to march into world. The rests of suggestions such as making the best of marketing and channel to take the creative products or service to consumers and strengthening the education and propagation of intellectual property right and training including creative talent , A type talent and professional talent of intellectual property right, etc. The foregoing are all key elements of industry development. Additionally, this study found in interview that the industry is worried about the unclearly position of the common department , so the writer advise government should offer fair and open environment to let market mechanism free operate so that avoid getting involved excessivly and hinder industry's progress instead . Digital archive lets precious historical assets have more multiple application space, and its follow-up value-added application bring limitless business opportunity. We expect that the vision of ' culture industrialization and industry culturalize' can really carry out by means of the cooperation between archive institutions and industry.

本研究旨在以Spence和Robbins（1992）工作狂熱建構中的內在驅迫因素和工作樂趣因素為基礎，並加入外在驅迫因素，來探討高科技研發人員過度工作的不同因素對於工作時數以及健康生活工作等層面變項的預測力或關聯性，最後由因素劃分出過度工作者類型，並比較不同類型過度工作者的差異性。本研究採問卷調查法，以249位台灣北部地區的高科技研發人員為樣本以及52位高科技行政人員為工作時數的對照組。研究結果發現：（1）研發人員與全國製造業工作者及高科技行政人員相較下，有顯著的過度工作現象。（2）外在驅迫因素意指源自專業工作環境而迫使個體長時數工作的各影響因素。針對研發人員，包括工作負荷過重、產業特性、組織文化酬賞等外在驅迫因素，以及內在驅迫因素，皆對過度工作具有顯著的預測力。而外在驅迫因素對研發人員過度工作的相對預測力高於內在因素。（3）對於健康生活工作三層面的影響性而言，內在因素中的內在驅迫有廣泛不利於三層面的顯著影響性而屬於健康生活工作的危險因子，內在因素中的工作樂趣則相對地於三層面皆有顯著助益而在三層面居於保護因子的角色；外在驅迫因素中的工作負荷過重，對於生活層面有顯著的不良影響，但對健康和工作沒有顯著影響。（4）辨識出三類型的過度工作研發人員，其中內在驅迫高工作樂趣低的「被驅迫狂」在各層面皆有最不利的行為表現，屬於積極的健康定義下的高危險群，內在驅迫高工作樂趣高的「幹勁狂」則較「被驅迫狂」有顯著較高的生活滿足，內在驅迫普通而工作樂趣高的「幹勁者」雖然長時數工作，但各層面狀況反而有優於全體研發人員平均值的傾向。最後，本研究針對上述研究結果做更深層的探討，並說明在個人層次和組織層次實務上的意涵。 / Two internal factors, “driveness” and “enjoyment of work” from the workaholism model of Spence and Robbins (1992), and “external force” factors were adopted to investigate the phenomenon of excessive work (defined as long hours of working) in the population of high-tech R&D professionals. The purpose of this study is to clarify the effects of these factors on high-tech R&D professionals’ working habits, as well as on their health and life styles. These factors were used to categorize high-tech R&D professionals further. The results showed (1) R&D professionals worked significantly longer hours than high-tech administrative staff and workers in manufacturing industry. (2) “Work overload”, one external force factor, compared to other factors, predicted best to R&D professionals’ hours of working. Moreover, the amount of variance explained by the external force factors was relatively larger than the internal factors. (3) Driveness was constantly found to be a risk factor for one’s holistic health, whereas the enjoyment of work was found to be a protective factor. The third factor, work overload, influenced one’s health only on one’s social life. (4) Three types of overworkers were identified: the nonenthusiastic workaholics (NWs), the enthusiastic workaholics (EWs), and the enthusiasts (Es). Among these overworkers, the NWs acted most consistently with the indicators of unhealthiness, showing that the NWs may be most vulnerable to health complaints, unsatisfied social life, and inefficient work habits. The EWs, though acted similarly as the NWs, were not as extreme as the NWs and had higher life-satisfaction than the NWs. As for Es, who also worked long hours, their health complains were the least of all workers and they had relatively healthy life styles than the other two kinds of workers. Implications of the internal and external factors on the high-tech R&D professionals, as well as the typology of the overworkers, were discussed.

數位學習產業於二十世紀末隨著數位潮流、知識管理之風潮，而成為數位內容產業中受矚目之焦點之一，數位與網路新科技，帶動學習內容與形態的變化，技術是發展數位學習的重要推手，但從各國數位學習產業之發展以觀，學習內容的完善建置與相關產業的法制政策抶植，才能真正達到資訊化社會、平衡數位落差等目標。 本論文觀察到我國目前對於數位學習產業可能產生之著作權議題，如：數位學習教材著作權歸屬、數位學習合理使用議題及數位學習內容保護之機制與問題，現行著作權法並未已針對數位學習產業可能特殊之需求為足夠因應或修正，因此本論文參酌學界、實務界對於數位學習產業相關著作權爭議有豐富討論之美國法，由其因應前揭數位學習著作權議題所作之法制上變革，提出對我國現行法之修法建議。 在數位學習教材及課程討論內容之著作權歸屬部分，為避免著作權歸屬公平性之爭議，本論文建議有效方法之一即係以契約明文約定之，以使雙方權利義務得以有效落實；在數位學習合理使用議題之法制因應部分，本論文建議合理使用利用目的判斷導入-轉化（transformation）原則、放寬可以主張合理使用的主體及權利範圍、參酌澳洲及美國CONFU教育多媒體合理使用準則所羅列之各項標準訂立具體合理使用著作利用之比例準則；在數位學習內容保護之機制與問題部分，本論文建議將著作權法中「防盜拷措施」之名稱，修正為「科技保護措施」，以避免造成社會大眾誤認我國著作權法僅限制規範「未經授權非法重製之措施」而就規避未經授權之進入、接觸著作或前述規避行為之準備行為並不處罰，而誤入於罪，同時建議增訂行為人就第八十條之一第一項權利管理電子資訊之移除或變更行為之主觀要件及責任例外，保障人民權益。

本研究旨在探討閱讀環境、玩興、父母創意教養與國小中、高年級學童科技創造力之關係。研究參與者來自台北市的國小中、高年級，有效樣本計374人。本研究所採用的研究工具包括「科技創造力測驗」、「家庭閱讀環境量表」、「班級閱讀環境量表」、「兒童玩興量表」及「父母創意教養量表」。資料分析所用之統計方法包括描述統計、單因子多變量變異數分析及線性結構模式分析。 本研究主要發現如下： 1.不同性別的三、五年級學童對家庭閱讀環境、班級閱讀環境、玩興的知覺皆無差異，但在父母創意教養的知覺上和科技創造力的表現上卻有差異。三、五年級女童對於父母創意教養的感知程度皆些微地優於男童；而三、五年級男童在整體創造力測驗上皆優於女童，且五年級男童比女童有更好的「視覺造型」表現。 2.不同年級的三、五年級學童在家庭閱讀環境、班級閱讀環境、玩興、父母創意教養的知覺程度上和科技創造力的表現上有顯著差異。五年級學童除了在科技創造力的表現上有高於三年級學童的傾向外，在閱讀環境、玩興、父母創意教養的知覺程度上皆有低於三年級學童的傾向。 3.三、五年級學童的家庭閱讀環境對其整體科技創造力表現分別有些微和明顯的正效果，而五年級學童在「精進力」指標的表現尤其顯著。 4.三年級學童的班級閱讀環境對其整體科技創造力表現有正效果，反之，五年級則無。而三年級學童在「視覺造型」指標的表現尤其顯著。 5.三、五年級學童的玩興對其整體科技創造力表現皆有正效果。三年級學童在「精進力」、「視覺造型」指標的表現較顯著，五年級則在「流暢力」、「精進力」上較顯著。 6.五年級學童的父母創意教養對其整體科技創造力表現有正效果，但三年級學童只對「視覺造型」指標之表現有正效果。而五年級學童在「精進力」指標之表現尤其顯著。 7.家庭閱讀環境、班級閱讀環境、玩興、父母創意教養似乎對三年級學童的「視覺造型」指標較有預測效果，而對五年級學童則是在「精進力」指標較有效果。 8.三、五年級學童皆透過閱讀環境、父母創意教養，先對玩興產生直接或間接效果，然後才對學童科技創造力產生間接的影響效果。 最後，本研究依據上述的研究結果進行討論，並提出相關建議，以供教育、心輔等相關人員在課程、教學與輔導上之參考。 / The main purpose of this study was to explore the relationships among reading environment, playfulness, creative parenting, and technological creativity of the third and fifth graders. The participants included 374 pupils from the elementary schools in Taipei City. The employed instruments in this study were the Test of Technological Creativity, the Inventory of Reading Environment in Family, the Inventory of Reading Environment in the Classroom, the Inventory of Playfulness, the Inventory of Creative Parenting. The employed analysis methods included Descriptives, One-Way Multiple Analysis of Variance, and Structural Equation Modeling. The main findings of this study were as follows: 1.While the girls of the third and fifth graders perceived higher degree of creative parenting than did the boys, the boys outperformed the girls in technological creativity, especially in the “visual design”. No gender differences in reading environment and playfulness were found, however. 2.There were significant grade differences in reading environment, playfulness, creative parenting, and technological creativity. More specifically, the fifth graders outperformed the third graders in technological creativity, but perceived lower degree of reading environment, playfulness, and creative parenting than did the third graders. 3.The third graders’ reading environment in family had a little positive effect on their performance of technological creativity. One the contrary, the fifth graders’ reading environment in family had a great positive effect on their performance of technological creativity, especially on that of “elaboration”. 4.The reading environment in the classroom had a positive effect on the third graders’ performance of technological creativity, especially on that of “visual design”. Such an effect, however, was not found among the fifth graders. 5.Playfulness had significant effects on both the third and fifth graders’ performance of technological creativity. More specifically, playfulness had positive effects on the scores of “elaboration” and “visual design” among the third graders and had positive effects on those of “fluency” and “elaboration” among the fifth graders. 6.Creative parenting had a positive effect on the fifth graders’ overall performance of technological creativity as well as on the score of “elaboration”. However, the positive effect of creative parenting was only found on score of “visual design” in the third grade. 7.While reading environment, playfulness, and creative parenting were effective predictors of the third graders’ performance in “visual design”, they were effective predictors of the fifth graders’ performance in “elaboration”. 8.The findings in this study suggest that the third and fifth graders’ personal trait of playfulness directly influence their development of technological creativity; meanwhile, their reading environment and creative parenting may influence their development of technological creativity directly or indirectly via playfulness. Finally, the researcher proposed some suggestions for educational instructions and future studies.

摘要 在資訊科技服務的市場，資訊科技委外（ITO）在市場佔有顯著的地位。過去有許多的報告研究資訊委外廠商的選擇，以及有效的合約管理方法，鮮少針對企業資訊委外合約簽訂之後，企業與委外伙伴之間的互動進行研究。然而依據許多個案報導案例顯示，大多數委外案例的失敗，不是由於雙方關係管理的不適當，就是無法滿足委外企業最初委外目標的期盼。 我們使用在過去的二十六年中臺灣資訊科技委外市場的四十個案例來研究探討如何利用資訊委外關係管理來獲取預期綜效。經過分析與研究，發現四種資訊科技委外的合作關係。這四種合作關係型態分別為：夥伴關係（Partner）、倚賴關係（Dependent）、隨需存取關係（Utility）、以及附屬關係（Subordinate）。不同的委外關係含概了不同的委外服務內容，也含概了不同的關係管理。夥伴的合作關係，企業的期望不止雙方合作達成企業的策略目標，同時也期望委外廠商支援科技創新而提升企業的市場競爭力；倚賴的合作關係，企業對委外廠商支援達成企業策略目標高度倚靠；隨需存取的合作關係，企業期望資源的取得是隨需存取，完全以成本考量；附屬的合作關係，企業則認為該委外廠商僅僅是依附於資訊中心的下包廠商，委外與否完全由企業的資訊中心自行決定。此外，本研究顯示不同的委外關係是由於不同的委外關係無法達成期盼，以及無法交付最終策略利益、經濟利益、或資訊科技利益而終止。 本論文透過文獻探討與深度個案研究，來瞭解影響不同合作關係資訊科技委外的相關因素，和期盼的資訊科技委外的結果。不同型態資訊科技委外關係的管理需要瞭解委外企業對所需服務的期望，以及在合作期間，彼此關係的管理需不斷的注意市場以及資訊科技的變化而提出相對應的策略來因應彼此合作關係，以期從中獲取最大效益。 關鍵字：資訊科技委外，委外關係，市場變化，資訊中心支援能力，委外期望。 / Information Technology Outsourcing (ITO) has gained a big share of the world IT service market. There are many studies about ITO vendor selection and contract management but a lack of understanding of the after-contract practice between the ITO parties. According to reported cases many outsourcing failures were due to either improper relationship management or unable to meet customer expectations. For effective management of this long-term inter-organizational relationship there is a need for understanding the features, affecting factors, expectations and termination of ITO relationship so that the desired outcomes can be achieved and relationship can be sustained throughout the life of the ITO. The above propositions were tested on all existing and changed ITO projects in Taiwan in the past twenty five years. A total of fourty cases were examined and the results show four kinds of IT outsourcing relationship: dependent, utility, partner and subordinate. Different kinds of ITO relationship have different expectations for the ITO services and require different management on the relationships. The dependent type ITO customers rely highly on ITO vendors for supporting strategic moves. The utility ITO customers use ITO as a utility and measure vendors by cost performance. The partner type ITO customers consult vendor for business strategic moves and urge vendor for technology innovation. The subordinate type ITO customers consider ITO vendors as a sub-contractor of IT department and leave decisions to the IT department. Those terminated cases were mainly due to conflicts in the expected and delivered outcome in the three ITO benefit areas. This study provides useful instrument for assessing major ITO factors and understanding expected ITO outcomes. ITO relationship management requires a careful understanding of the expected benefits of the service and continuous monitoring of the business and IT environment. Keywords : Information Technology Outsourcing；Outsourcing Relationship；Business Dynamics；IT Competence；Outsourcing Expectation。

立足台灣，前瞻兩岸，放眼全球已經不再是台灣企業的未來策略方針了，而是台灣企業已陸續進入目標市場，進行開發和建立成長的階段中。近年來，全球貿易經濟加速全球化，跨國企業無不把握市場脈動，提早卡位捷足先登。台灣的企業也由製造、貿易、行銷到服務的轉型過程，提升自有品牌的附加價值，以便在握有許多產品的供應鏈優勢上，建造一條更順利又長遠的成長到路。尤其在高科技的資通訊產品，台灣有具有重要的全球地位。從代工到研發創新的轉變，使台灣的品牌，在激烈的全球化競爭下，已漸漸戴上的一道光環，那就是市場價值。 當進入到世界市場的行銷競爭時，如何掌握客戶的行為模式，達成最佳的產品最終使用者滿意度，往往過去都將焦點注目於消費性產品的市場研究居多，較少投入產業性產品與服務的研究，而對於以資通訊產品占出口相當大比例的台灣廠商，若能進一步研究探討各國產業市場的行為模式，相信對於產品的研發設計有所助益，並將擴大在全球市場的成長機會。 在拓展全球市場的同時，如何在起步較晚的狀況下，超越歐美、日本的國際企業，開創出新一代的優勢競爭模式，取得市場先機，強化企業組織效能，網羅培育各地人才，提供滿意的顧客服務品質，創立長遠的品牌價值。在Ben Q併購西門子的經驗，莫不是台灣企業整體的學費成本，在國際化的競合腳步快速邁向前的科技網路時代，如何培養更多的國內外人才來迎接這個台灣優勢，順利去延展我們的國際市場，相信對於國際市場的研究，台灣應該有更多的用心與重視。今年初，在美國航空公司JetBlue的誤點意外，對客戶滿意度造成衝擊的案例，引起媒體大眾和政府的關注，這對於在國際上正在開疆闢土的台灣企業，應該引以為戒，並在相關的國際市場顧客行為研究，應該同時給予相對的投入與支持。 吾人希望藉對於資通訊服務業在國際市場的客戶滿意度比較研究，探討相關在產業市場對科技服務的客戶行為，同時選擇一個全球型的國際企業，並且擁有各國子公司的資通訊科技的系統整合服務業者進行相關的個案研究，而調查訪談的對象，屬於跨國企業(MNCs)的經營模式超過一半，分布於不同產業。考慮如何透過提供資通訊的科技軟硬體產品與服務，經由銷售、解決方案、諮詢、設計、專案管理、安裝建置、維護到客服服務的各項服務功能，對於亞太地區13國家200個的主要客戶，進行客戶滿意度的調查和研究。預期從這些相關的分析探討，深一層比較研究各國的客戶在滿意度是否有差異？而藉此訪談的過程，收集分析影響客戶滿意度的因素為何？ 本研究共計分為五章，包含第一章 緒論、第二章 文獻探討、第三章 研究方法與架構、第四章 資料分析和第五章 結論與建議。期望這份研究，對於個案公司、相關業者和後續學術研究，都能提供一定的幫助。 / Today, the rapid movement towards globalization has forced enterprises in Taiwan to transform from manufacturing, trading, and marketing type of business model to a more services oriented one. During the process of transformation, enterprises realize that increasing the value of private brand could bring them more competitive advantages in the supply chain, and ultimately create the market value which allows them to stand out in the severe competition of the global marketplace. In recent years, customer satisfaction has become an important index to evaluate whether a product or commodity is being successful in the market. However, not many researches are focusing the satisfaction studies of the services or products provided by the Information and Communication Technology (ICT) industry. As Taiwan has been the major export country of ICT products, a case study in the Asia Pacific market will help us understand more about the industry and provide more insights for Taiwan companies. The paper will use a multinational company in the ICT industry to examine the key factors that impact the client satisfaction survey. Result shows that the gap between clients’ perceptions and expectations of service quality will vary based on products, services, level of usage, personal experience and organization. This fulfils the concept of P.Z.B. model and the theory of DeLone and McLean model of information systems success. Also cultural difference plays a significant role in the survey result and could lead to diverse interpretation of service quality. It is hoped that this paper could be a reference for ICT companies in Taiwan to understand clients in different countries, making them to gain better market value in today’s competitive global market.

Information technology outsourcing (ITO) has gained a big share of the world IT service market. There are many studies about ITO vendor selection and contract management but a lack of understanding of the after-contract practices between the ITO parties. According to reported cases, many outsourcing failures have been due to either improper relationship management or the inability to meet customer expectations. For effective management of this long-term, inter-organizational relationship, there is a need to understand the features, affecting factors, expectations, and termination of ITO relationships so that the desired outcomes can be achieved and relationships can be sustained throughout the life of the ITO. Based on a dynamic view of outsourcing partnerships, the ITO relationship can be assessed by customer participation, joint action, communication quality, coordination, and information sharing. Prior studies have indicated that these ITO relationship features are mainly affected by business dynamics and the client’s IT competence. Organizations expect from the ITO mainly strategic, economic, and technological benefits. When conflicts exist between expected benefits and delivered outcomes, the relationship is more likely to be terminated. The above propositions were tested on all existing and changed ITO projects in Taiwan in the past twenty-six years. A total of forty cases were examined and the results show four kinds of IT outsourcing relationships: dependent, utility, partner, and subordinate. Different kinds of ITO relationships involve different expectations for the ITO services and require different types of management of the relationships. In the dependent type ITO, customers rely highly on ITO vendors for supporting strategic moves. Utility ITO customers use the ITO as a utility and measure vendors by cost performance. In the partner type ITO, customers consult the vendor for strategic business moves and urge the vendor to engage in technology innovation. The subordinate type ITO is characterized by customers who consider the ITO vendor as a sub-contractor of their IT department and leave decisions to the IT department. Terminations of relationships were mainly due to conflicts in the expected and delivered outcomes in the three ITO benefit areas. This study provides a useful instrument for assessing major ITO factors and understanding expected ITO outcomes. ITO relationship management requires a careful understanding of the expected benefits of the service and continuous monitoring of the business and IT environments.

高科技產品要打動消費者的心，已不能如同過去只強調其功能價值，要在激烈競爭環境中脫穎而出，無形價值更顯得重要。本研究引用Park, Jaworski and MacInnis (1986)的研究，將品牌帶給顧客的價值分為功能性、象徵性、體驗性價值。根據研究結果，在消費者心中重視的是高科技品牌的功能性與象徵性價值，因此廠商在推出高科技產品時，除產品本身功能要能具吸引力外，在行銷手法上須建立與其他品牌區隔的象徵意義，使消費者能將該產品視為自我身份象徵的徽章(badge)。另一方面，消費者在選購此項產品的涉入程度普遍都很高，而目前市面上產品功能是大同小異，廠商要能使其產品出奇制勝，同樣要以無形價值下手，以增加對消費者的吸引力。此外，本研究發現消費者購買高科技產品時，根據的並非自己的真實特性，而可能是消費者理想的自我。至於，國家文化與品牌聯想之顧客價值的關係在本研究中並不顯著。 / Nowadays, the functional value of the high-tech products is not attractive enough to the consumers. For consumers, they want more values of high-tech products, especially the intangible values. According to Park, Jaworski and MacInnis’ (1986) research, the brand value from customer's point of view could divide into the functional, symbolic and the experiential value. In this research, the consumers more care the functional and symbolic value of high-technology brands. Therefore, the merchants must emphasize on its products’ symbolic value to distinguish from the other brands, especially there is no big difference on the functional side. The customers would like to make the high-tech products as their badge. On the other hand, the consumers feel highly involvement with the high-tech products. The merchants must clothe its high-tech products with more intangible value to defeat the other brands. In addition, this research discovered the consumers might not follow their real characters but ideal self when they purchased the high-tech products. Furthermore, there is no significant relation between the national culture and the brand value in this research.

校（院）所組別：國立政治大學資訊管理學系碩士班 頁數：185 畢業學年度及學位別：九十學年度 第二學期 碩士論文 研究生：林俊伊 指導教授：楊亨利博士 論文名稱：非營利組織推動顧客關係管理對顧客造成信任和關係承諾之影響－以產業同業公會為例 論文提要 本研究試圖以玩具產業同業公會為實證對象，著手來探討非營利組織和顧客之間建立信任和關係承諾的原因為並研究建立顧客信任和關係承諾之後的後續影響。 本研究以非營利組織－玩具公會和其會員為研究標的，探討顧客對於公會信任和關係承諾的形成原因以及信任和關係承諾對於雙方未來合作意願的影響，並參考國內外文獻列舉出「資訊科技運用能力」、「資訊科技運用業務的程度」、 「顧客關係管理的應用程度」、「服務人員的特質」、「服務人員和廠商之間的關係」「組織特質」、「分享價值」、以及「關係成本利益」等變數描述建立信任和關係承諾的原因，進而影響未來合作意願，以形成本研究之架構。在非營利組織特質之中，本研究舉出非營利組織名聲、非營利組織規模兩個因素代表之；在服務人員和廠商之間的關係變數中舉出服務時間以及廠商對服務人員的喜歡、相似作為研究變數；在服務人員特質方面則以專業素養和公益服務熱忱作為研究變數，服務人員的特質與服務人員和顧客的關係會影響到顧客對服務人員的信任，進而影響到顧客對非營利組織的信任；而顧客關係管理的應用程度包括了非營利組織對顧客客製化服務的程度和非營利組織對顧客的了解。本研究為了實證的需要，從觀念性架構中進一步發展出實證研究架構，將部分變數分為「目前現況」和「期待未來」兩種情況。 本研究使用SPSS for Windows Release 8.0.1中文視窗版統計套裝軟體，針對所收集之資料進行統計分析。為符合研究目的，研究透過三個階段進行資料的分析，首先分析各構面之認知情形，按著為了分析各構面間的互動關係做相關分析和複迴歸分析，最後能以路徑分析進行整體架構分析與驗證。 本研究之結果發現資訊科技的運用能力能夠增加資訊科技支援業務的程度，並正向影響公會推動顧客關係管理的應用程度；服務人員特質會影響到廠商對服務人員的信任，並進而影響廠商對公會的信任，同時對服務人員的信任也是影響對公會信任最重要的因素；關係成本利益和信任正向影響到關係承諾；分享價值和組織特質封信任和關係承諾無顯著影響。本研究亦發現實證結果實施顧客關係管理可能會造成廠商對公會信任程度的降低，因此在研究結論方面，本研究建議公會若想要推動顧客關係管理是有步驟的，首先必須要有明確的目標，讓會員知道實施顧客關係管理會得到的好處，同時若是要實施顧客關係管理，就必須在目前公會會務推動上的作業程序上作規劃和調整。接下來公會利用資訊技術將會員加以分群，針對不同群的會員來規劃不同的會務活動，在會務活動執行的時候，要能嚴格監督、控制，並在事後加以檢討。會員所希望的顧客關係管理，並非只是由公會來向會員索取資料來做不明的用途，而是一連串規劃周詳嚴密的措施，如此一來會員才會樂於提供資料，不會擔心資料會有被揭露的危險，進而降低會員和公會之間的信任。 【關鍵詞】 非營利組織 (Non-Profit Organization) 顧客關係管理 (Customer Relationship Management) 資訊科技 (Information Technology) 信任 (Trust) 關係承諾 (Relationship Commitment)