本研究旨在瞭解國民小學校長運用網路社群服務與品牌領導之內涵與現況，並探討與預測其關係，最後依據研究結果提出建議。首先，進行文獻探討，作為研究理論之基礎及發展研究工具之依據；其次，依據教育部編製之一百年度國民小學名錄中抽取25縣市之527位國民小學現任校長，(有效問卷382份)，回收情形為預試問卷調查49位國民小學校長，正式問卷382位國民小學校長，以描述統計、獨立樣本T考驗、單因子變異數分析、皮爾森積差相關分析、驗證模式分析；最後，依據研究結果進行綜合討論，以形成結論與建議。茲將本研究之主要結論於建議歸納如下: 壹、國民小學校長運用Facebook與品牌領導之內涵與現況 一、國民小學校長在「校長運用Facebook量表」及其向度的現況得分大多屬 於中高程度，且以「人際關係」向度的得分最高。 二、國民小學校長「品牌領導量表」及其向度的現況得分大多屬於中高程度，且 以「校長實施品牌領導的計劃」向度的得分最高。 貳、不同背景變項的國民小學校長在運用Facebook與品牌領導得分之差異 情形 一、國民小學校長的背景變項中，性別、使用Facebook與否、使用Facebook的頻率，在校長運用Facebook得分之差異達顯著水準。 二、國民小學校長背景變項中，學校規模在校長品牌領導得分之差異達顯著水 準。 叁、國民小學校長運用Facebook與品牌領導之相關情形 一、 整體國民小學校長運用Facebook與品牌領導間呈顯著的正相關，且以 「校長運用Facebook」之「共創價值」向度與「國民小學校長品牌領導」之「學校品牌領導架構與流程」相關程度最高。 肆、驗證本模式之國民小學校長運用Facebook與國民小學校長品牌領導的互動 模式各項適配度指標 上有潛在變項「校長運用Facebook量表」對下游前在變項「國民小學校長品牌領導」具有顯著的影響力。 最後，本研究根據研究發現，提出相關建議，俾供教育行政機關、國民小學校長們以及後續研究之參考。 / The main purpose of this research was to investigate the using Facebook for the purpose of Leadership Branding by the Elementary School Principal in Taiwan. The research methods included literature reviews and questionnaire survey. First, the literature review was the basis of argument and for the development of research tools. Secondly, the research instrument was distributed to 527 elementary school principals all over Taiwan and there were 382 valid sample sizes which were used in this study. Using descriptive statistics, Cronbach α, t-test, one- way ANOVA, correlation, and LISREL model, data are analyzed. Finally, the comprehensive discussion was based on the literature reviews, and to make up conclusions and recommendations which were summarized as follows: A. In the aspect of elementary school principal using Facebook 1. Facebook includes four parts: Interaction, Brand Image, Relationship, and Creation value. Except for the perception of “Relationship” have significant influences on elementary school principal using Facebook. 2. The background variables in gender, if to use Facebook, frequency of usage Facebook have significant influences on elementary school principal using Facebook. B. In the aspect of Brand Leadership 1. The brand leadership includes three parts: the structure and process of school brand leadership, recognizing and stating school brand, principals utilize the plans of brand leadership. Except for the perception of “principals utilize the plans of brand leadership” have significant influences on Brand Leadership. 2. The background variables in size of school have significant influences on Brand Leadership. C. In the aspect of the relationship in between the Facebook and Leadership Branding by the Elementary School Principal 1. There was a positive correlation existed among Facebook on dimension of “Creation” and Leadership Branding on dimension of “the structure and process of school brand leadership” by the Elementary School Principal. D. In the aspect of relationship among the Facebook and Leadership Branding by the Elementary School Principal 1. There were positively correlation existed among the Facebook and Leadership Branding by the Elementary School Principal. In the last part, according to the findings and results, the researcher proposed some suggestion for the educational officers and the principals of elementary school, hoping to benefit the improvement and development of education of elementary school in the future.

本研究是為了比較電視媒體和網路社交媒體在名人與粉絲間的類社會互動程度與後續情感及行為效果上是否有差異。藉由蒐集314份網路問卷，以類社會互動程度為自變項、情感效果與行為效果為應變項，分別比較這兩種媒體。研究結果顯示：第一、不同媒介在引發粉絲對名人的類社會互動上的確存在差異，且以電視的影響力較大。第二、在類社會互動程度引發的情感、行為反應方面，電視都顯著地高於網路社群。第三、整體來說類社會互動程度在預測網路社群上的情感、行為反應是有效的預測變數，與過去電視媒體的文獻結果一致。此外，本研究也發展出粉絲類型量表，以量化的方式將粉絲依照對名人的感興趣程度分成低、中、高三類。進一步將三類粉絲分開檢視，發現粉絲類型確實會調節類社會互動程度與情感、行為效果。 / This research was done to study the relationship between the level of fans’ parasocial interaction and the effects caused by television and online social media. This study collected 314 online questionnaires. The independent variable was the level of parasocial interaction and the dependent variables were affective effects and behavioral effects, including the importance of celebrities, emotions of celebrities’ disappearance, activity, and adaption.The findings of this study indicate that television produced significantly greater influence on the level of parasocial interaction toward celebrities than online social media.Furthermore, the affective effects and behavioral effects caused by parasocial interaction from TV are more significant than the result from social media. Generally speaking, the level of parasocial interaction effectively predicts fans’ affective and behavioral in the context of online social media, which is consistent with the result found in the past television studies. Besides, this study developed a fan scale to classify fans into three levels, including low-interest fans, moderate-interest fans, and high-interest fans. The result reveals that the level of fans can moderate the effects of the level of parasocial interaction, affective effects, and behavioral effects of television and online social media.

網路社群媒體平台可能是數位發行的年代中至目前為止最具有威力的媒體平台。整合Facebook、部落格、微網誌、影音社群、SNS（Social Networking Service ），即時通訊等的網路社群媒體平台，可與真實資料的他人免費、不受時空限制的合作、共同參與、分享彼此資源資訊，使得訊息發送、情感聯繫不但更加緊密並快速營造如朋友社群般的關係影響力，再加上無線網路環境和數位化載具的快速進展，智慧型手機IPAD等滿足了大家的多元即時性，網路社群媒體平台串聯出的威力和影響力，已成為傳統媒體之外的另一個發聲利器，其威力甚至有時要比傳統媒體還要強烈，影響還要深遠！ 本研究旨在探討網路社群媒體平台之於表演藝術團體的價值，表演藝術團體如何運用網路社群媒體平台來進行營運，以及其關鍵的成功因素等議題，盼能引起大眾及表演藝術團體對網路社群媒體平台的了解與重視。研究選擇國內已經在網路社群媒體平台上活躍使用的表演藝術團體個案進行深度訪談及觀察探究，並輔以國外表演藝術團體網絡上的實地觀察和研究，以及次級文獻資料的蒐集佐證，進行分析探討。 本研究將「網路社群媒體平台」的角色定位為「表演藝術團體營運推展的有力夥伴，以體驗經濟形式共同創建表演藝術團體的營運產值」，研究問題及研究發現如下： 研究問題一：網路社群媒體平台之於表演藝術團體之價值為何？ 對應結論一：其價值有二點，包括： 一、網路社群媒體平台與表演藝術團體是虛擬的A型團隊合作關係。 二、網路社群媒體平台是表演藝術團體另一個微型的線上舞台，也是體驗經濟的延伸實踐。 研究問題二：網路社群媒體平台如何幫助表演藝術團體營運？ 對應結論二：其營運協助有五點，包括： 一、網路社群媒體平台讓表演藝術團體有更多的自主性及主導權來宣傳其創作作品，如同自己開了一家不用成本的二十四小時專屬媒體頻道。 二、網路社群媒體平台可協助表演藝術團體擴展精準觀眾群，並讓彼此之間關係互動更即時熱絡和緊密。 三、網路社群媒體平台可以協助本土的表演藝術團體更容易國際知曉增加國外粉絲。 四、網路社群媒體平台的免費及低學習門檻特性，讓非營利組織的表演藝術團體節省了大部分網路軟硬體設備及網路專業訓練的成本，甚至行銷宣傳經費。 五、網路社群媒體平台已成功協助表演藝術團體販售周邊商品，票券和募款。 研究問題三：表演藝術團體運用網路社群媒體平台營運的關鍵成功因素？ 對應結論三：關鍵成功因素，包括： 一、表演藝術團體運用五感體驗及說故事的力量鼓動並掌握群眾的互動和黏著度。 二、創意、主題策畫、知識涵度並以觀眾服務角度勤發布的真誠內容仍是吸引群眾擴充增加、協同、分享並每日追隨的重要因素。 三、明星偶像效應勢不可擋，表演藝術團體中靈魂級人物的訊息和親自上陣互動仍是令群眾瘋狂黏著並串聯分享的主因。 四、表演藝術團體對社群網路媒體平台的媒體特性、功能及操作技巧的了解以及主事者的全力支持是其推展營運最重要成功關鍵。 / In the digital publishing era, the media platforms of social networking websites have probably been the most powerful figure by far. By integrating the social networking websites of Facebook, blogs, microblogs, video-sharing websites, SNS (Social Networking Service), people can join and share resources and information and get from people their substantial cooperation that is free and unlimited by time and space.The delivery of messages can be speedier, and relation closer; moreover, the effect as that produced within a community of friends can thus be developed.Due to the highly advanced WiFi and digital devices, smartphones and tablet computers meet the need for diversity and instantaneity.The power and influence gained by integrating media platforms of social networking websites has become efficiently instrumental for one to be heard, and its force can reach far greater and deeper than the traditional media! The research aims at exploring issues concerning what the value media platforms of social networking websites can have on performing arts groups, how to run the groups through those platforms, and the key factors of success, in order to draw the attention from and increase the understanding of the public. The subjects chosen in this study are performing arts groups that have been active in media platforms of social networking websites in Taiwan. In-depth interview and observation will be used in exploring each case. Foreign performing arts groups will also be observed at the scene and studied; besides, the documentation of secondary materials will be collected, analyzed and discussed. Topic 1 What is the value of media platforms of social networking websites to performing arts groups? Conclusion 1 There are two valuable facts: 1.The relation between media platforms of social networking websites and performing arts groups belongs to virtual "Type A" cooperation. 2.Media platforms of social networking websites function as an alternative micro "online stage" of performing arts groups, and that is also the realization of the extension of experience economy. Topic 2 In what ways can media platforms of social networking websites help operate performing arts groups? Conclusion 2 There are five ways: 1.Media platforms of social networking websites allow greater independence and control for performing arts groups in promoting their works, as if they own a channel exclusive for themselves, broadcasting non-stop and without cost. 2.Media platforms of social networking websites can help broaden the targeted audience, and make the interaction between them closer. 3.Media platforms of social networking websites can help local performing arts groups increase their visibility overseas and thus the number of foreign fans. 4.The free-of-charge feature and highly accessibility of media platforms of social networking websites allows the non-profit performing arts groups to save much of the cost of hardware, software and training, even the promotion. 5.Media platforms of social networking websites have successfully assisted performing arts groups to sell merchandise and tickets, and to raise funds. Topic 3 What are the KSF (Key Success Factors) in the employment of media platforms of social networking websites by performing arts groups? Conclusion 3 The KSF are: 1.The force created by performing arts groups using sensory experience to tell stories can encourage and control the interaction and attachment of the audience. 2.Creativity, theme planning, knowledge imparted, and the sincere and diligent posting of messages that are service-based, audience-centered, still serve essentially to attract the public that may increase in number and be willing to cooperate and share with each other day after day. 3.Stars are invincible! The messages and presence of, and the interaction with the key figures of performing arts groups can make the audience crazy and thus get closer to share. 4.The understanding of the characteristics, functions, operating skills of media platforms of social networking websites by performing arts groups, plus the full support from the person in charge, is the crucial factors of success.

知識分享是知識管理成敗的關鍵，網路社群又是資訊科技與網際網路中最適於互動與交流的應用方式，因此，本研究擬以網路社群為研究對象，探討以下研究目的：1.何種類型的個人動機、團隊與組織，較有益於知識的分享。2.資訊系統於知識分享過程中所扮演的角色。3.個人、團隊與組織因素之間的互動情形。 本研究採取「個案研究法」，以深度訪談、初步描述性統計分析以及網路上發言記錄的資料分析進行之。研究程序為確認以網路社群之知識分享為研究主題後，隨即進行相關文獻的蒐集與探討，進而發展出研究架構並據之以設計問卷。接下來，針對問卷的結果進行初步描述性統計分析，將整理後的結果與研究架構對照後，設計訪談大綱並進行深度訪談。最後進行個案分析與命題發展，並推導出結論與建議。 本研究的結論如下：個人因素、團隊設計、高階領導、組織文化與管理制度等因素，都會對知識分享意願產生影響，進而影響知識分享行為。個人因素會影響知識分享的意願。不一樣的想法、習慣、個性、限制或動機等個人因素，會形成不一樣的知識分享意願。不同的團隊成員或設計會有不同的知識分享意願。高階領導會影響知識分享的意願，且高階領導涉入越深，促進知識分享意願的效果越顯著。組織文化會影響知識分享的意願，其中非正式關係越好或是越容許犯錯，越能促進分享意願。管理制度會影響知識分享的意願，其中獎勵、舉辦專案或娛樂活動與建立實務社群等，皆能促進知識分享意願。組織因素中（高階領導、組織文化、管理制度），以高階領導對知識分享意願的影響最大，管理制度最小。個人、團隊、高階領導、組織文化與管理制度等各項影響知識分享意願的因素之間，彼此會互相影響，進而影響知識分享意願。知識分享意願受個人、團隊與組織因素的影響來決定，而良好的資訊系統會間接增強分享意願，資訊系統不好則會降低意願，性質較接近保健因子。影響知識分享行為的因素有知識分享意願與個人限制，如專業能力、電腦能力與時間壓力等，其中以分享意願最為重要。網路社群的知識分享行為對經驗傳承與溝通協調有正面的影響，其影響的效果又受高階領導與組織文化等因素的影響。 本研究的建議如下：1.進行知識管理時，不可忽略知識分享的重要性。本研究所提出的架構，或許還有些許參考的價值。2.可以將資訊系統視為一種限制條件，亦即在一定的資訊系統下，組織如何透過內部的調整與安排，使得知識分享的效果極大化。3.引進知識分享的資訊工具後，必須注意其他配套措施是否完善，諸如個人動機、團隊設計、高階領導、組織文化與管理制度等，以免空有知識分享的工具，而沒有具體的知識分享行為。 / Knowledge sharing is the most important key of knowledge management. Network community, also called virtual community, is the best solution in Internet or Information Technology to communicate, interact and share information or knowledge with others. One of network communities will be observed and three issues will be discussed: 1. What kinds of factors can improve the members’ inclination to share their own knowledge? 2. What is the correlation between the process of knowledge sharing and information technology? 3. How do influential factors interact with each other? What the methodology is used is “Case Study”. There are three data sources-deep interview, elementary descriptive statistics analysis and the analysis of records in the database. Personal factors as well as group and organizational ones can influence the inclination to share, which determines the sharing behavior. As for organizational factors, leadership should be considered with first priority. Poor information system will limit the sharing inclination of members. Using good information system; however, cannot surely improve the sharing. Personal factors, group factors, leadership, organizational culture and managerial system would interact with each other. Moreover, the critical factor of the interaction is leadership. There's a distorting opinion on the correlation between knowledge sharing and information system. Information system wouldn’t work without supporting factors, such as leadership, managerial system and so on. In addition, Knowledge sharing could be done well even without excellent information system.

在社會變遷的衝擊下，提升教師專業具有迫切性與必要性；目前教師的在職訓練、專業發展方式及實施途徑面臨許多限制，而網路學習具有通訊成本低及不受時空限制的特性，開啓了教師進修的新契機。 本研究以參與桃園縣e化學習平台【閱讀策略教學課程】之中小學教師為研究對象，以建立能促進教師社群成員參與互動討論意願，以及提昇教師教學關注程度之網路社群經營機制為目標，最終達成塑造以網路學習社群提升參與網路課程教師學習成效之教師專業發展模式，樹立成功實施的準則。 為達成上述之研究目的，本研究先以文獻分析法，針對研究相關資料進行蒐集與整理，作為研究發展與問卷設計之基礎，並規畫實際教學實驗，進行實徵觀察與研究。為增進成員間的互動與討論，本研究將課程畫分三階段實施包括推薦機制、激勵機制及專家引導網路社群經營機制，並同時輔以三次「閱讀策略教學關注階層問卷」進行調查，以呈現教師網路社群成員對於閱讀策略教學關注階段差異；並進一步探究不同背景變項之教師教學關注提昇之差異性，以及社群成員間互動對話內容之關注階層變化情形。課程結束後，實施「網路學習滿意度」問卷，探究三種經營機制之得分情形與教師閱讀策略教學關注階段之間是否具有相關性。最後，課程結束後約半年，以e-mail方式寄發「閱讀教學調查問卷」，追蹤社群成員實施閱讀策略教學之現況、所面對的困難，以追蹤瞭解參與網路課程對於其教學工作之助益。 茲將本研究所蒐集資料之量化與質化分析結果，歸納以下結論： 一、實施本研究所提出三階段社群經營機制之網路課程，可有效提昇教師閱讀策略教學關注。 二、不同背景變項之社群成員，對閱讀策略教學關注程度的差異不大。 三、網路社群經營機制與教師閱讀策略教學關注程度提昇具有顯著相關性。 四、社群成員因本研究所提出之三階段社群經營機制，有效促使雙向性對話熱絡，使得互動討論內容之關注階層提昇及部分關注階層呈現顯著向上提升變化。 五、社群成員對於網路經營機制普遍感到滿意，顯示本研究所提出之三階段學習社群經營機制確實對於教師專業成長具有助益。 六、基於學習社群經營之網路課程確實能提昇教師教學專業知能，並促使教師關注教學專業的實踐與對於學生的學習成效助益。 最後，研究者再根據研究發現，針對網路社群經營機制、開課團隊與教育單位提出具體建議，並針對未來可以繼續研究方向提出具體建議。 / Under the impact of social changes, it is urgent and necessary to enhance the capabilities of teaching professional to cope with this constantly changing environment. To date, the approaches of in-service training and professional development for teachers and their implementations face with many restrictions. While web-based learning has the features of low communication costs and without the constraints of time and space, it offers teacher a new opportunity to pursue further educations. 　　The subjects of this study are recruited from primary and secondary school teachers who participated in the program of "Reading Strategy Instruction Course" provided by Taoyuan County e-learning Platform. The objective is to establish operational mechanisms of online community that encourage the willingness of the members of teacher's community to participate in interactive discussions, and promote the level of teacher's instruction concern. Ultimately, the purpose of this study is to build up a teaching professional development model that utilizes the functions of web-based learning community to enhance the performances of the teachers who participated in the web-based learning, and set up the principles for future successful implementation. 　　To achieve the research purposes, this study first conducted literature analysis to collect and collate relevant information as a basis for researching and developing the design of questionnaires. The experimental teaching courses were designed for empirical observations and researches. In order to promote interactions and discussions among members, the courses were divided and carried out in three phases, including recommendation mechanism, incentive mechanism, and expert guidance mechanism of online community. And at the end of each phase, a "Questionnaire for the Level of Teachers’ Reading Strategy Instruction Concern" was administered to investigate and to present the different levels of the web community teachers' concern towards reading strategy instruction at different phases. Furthermore, two issues were explored in the study, namely, how the different background variables affect the teacher's instruction concern levels, and the changes in concern level of the contents by interactive dialogue among community members. At the end of the Course, the questionnaire of "Web Learning Satisfaction" was implemented, in order to examine the attained scores of the three operational mechanisms and the correlations between the scores and the teacher's levels of instruction concern of Reading Strategy. Finally, about six months after the end of course, the questionnaire of "Reading Instruction Survey" was sent by e-mail to the community members to track the implementation status of Reading Strategy Instruction, the difficulties, and to track and understand the benefits to teaching from participating in online courses. 　　The conclusions of quantitative and qualitative analyses of the information collected in this study are summarized in the following points: First, in this study, the proposed three-phase implementation of the operating mechanisms of the web community programs can boost effectively the teachers' instruction concern of reading strategy. Second, the differences of instruction concern towards reading strategy among the community members from different background are not significant. Third, the web community operational mechanisms are significantly correlated with promoting the levels of teachers' instruction concern. Fourth, community members benefit from the three-phase community operational mechanisms proposed by this study, in terms of effectively and warmly promoting two-way dialogue, improving the concern level towards the content of interactive discussions, and some parts of concern level presenting significant upward changes. Fifth, community members were generally satisfied with the web operational mechanisms proposed in this study, showing the three-phase operational mechanisms of learning community are useful to the professional development of teachers. Sixth, the web programs based on the operations of learning community can really enhance the teachers' professional knowledge and ability of teaching, promote the teachers' concern of professional practice, and benefit students' effective learning. Finally, according to the findings of the research, the specific operational mechanisms of web community, course delivery team, and educational unit are recommended, and the directions for future study are proposed.