本研究擬以地價人員面對公告土地現值評估時，所形成的心理機制，以計劃行為理論為基礎架構，透過估價相關文獻與社會心理學觀點，尋覓出與本研究相關的外生因素共計6項變數，分別為定錨、從眾、主群體、次群體、自我效能、工作便利性。藉此瞭解影響評估公告土地現值因素，以提供政府機關的參考依據。 經本研究實證結果發現，影響地價人員評估公告土地現值模式內變數，僅有主觀規範未達到統計水準要求，而態度、知覺行為控制皆到達統計水準要求。另外生變數而言定錨、從眾皆會影響地價人員評估公告土地現值的態度。主群體、次群體也會影響地價人員評估公告土地現值的主觀規範。自我效能會影響地價人員評估公告土地現值的知覺行為控制。 / According to mental mechanism that is formed when land-value personnel face the evaluation of announced land current value, the study planned to use the theory of planning behavior as basic frame to find out exogenous factors that are related with the study through documents and social psychology viewpoints related with evaluation. All together, there are six variables: anchoring, conformity, main group, secondary group, self-efficiency, and job convenience, which are used to find out the factors that affect the evaluation of announced land current value, and will be provided to the government offices for reference. The study got the following results through factual evidences: for the variables that affect the evaluation of land-value personnel on, only subjective norm has not met the requirement of statistics level, while both attitude and perceived behavioral control have met the requirement of statistics level. For exogenous variables, anchoring and conformity will affect the attitude of land-value personnel on evaluating announced land current value; main group and secondary group will also affect the subjective norm of land-value personnel on evaluating announced land current value; and self-efficiency will affect the perceived behavioral control of land-value personnel on evaluating announced land current value.

新科技的變遷總是為傳播產業帶來新的變革，智慧型手機掀起全球通訊產業的熱潮，造就了行動應用程式新經濟，進而帶動行動應用程式廣告的發展。有鑑於過去研究缺乏以解構計畫行為理論的角度，來探討近年才趨於熱門的行動意用程式，更缺少應用在某特定行動應用程式類型之行為意圖。本研究將以Taylor & Todd（1995)解構計畫行為理論，聚焦於社群媒體廣告研究，並以在社交類型App的龍頭Facebook為研究對象，試圖釐清Facebook行動用程式廣告之行為意圖。 本研究採線上問卷調查法，以非隨機抽樣中的立意抽樣（purposive sample）為蒐集資料的方法，以結構方程模式（Structural Equation Modeling, SEM）為資料的統計分析方法。問卷發放於Facebook以及台大批踢踢實業坊（ptt.cc）符合研究主題的討論區進行資料蒐集，問卷連結日期自二0一五年一月一日至一月十六日，為期十六天，有效問卷共計五百一十一份。研究結果發現：(1) Facebook App的知覺有用性、相容性和知覺娛樂性，與廣告整體態度無顯著關係。(2)廣告內容的「娛樂性」與「個人化」有助於廣告態度的影響；「資訊性」與廣告態度無顯著影響，「煩躁性」與廣告態度則呈現負相關。(3)人際影響、自我效能和廣告態度，與行為意圖皆呈現正相關。 本研究證實，對於使用者來說，相較於電腦版使用經驗與習慣，Facebook App仍有改善空間。此外，Facebook App的廣告內容是否具有完整的廣告資訊已不再首要因素，重要的是，該廣告是否具有娛樂性質和符合個人需求，在不讓使用者感到困擾的情況前提之下，吸引使用者的注意、滿足使用者的需求。同時，本研究證實人際影響、自我效能和廣告態度對行為意圖的正向影響性。 / Technology advancement has brought many new changes to the mass media communication industry. Smartphones revolutionized the communication industry by creating the mobile app economy, which lead to the development of mobile app advertisement. Past studies have not taken the decomposed theory of planned behavior into consideration when examining mobile applications that have gained popularity in recent years, let along behavioral intentions, which apply to certain types of mobile applications. Keeping that in mind, this study will focus on advertising within the current social networking industry leader, Facebook, using the above theory by Taylor & Todd (1995), in order to determine the behavioral intention behind Facebook’s mobile application advertisement. Data used in this study was collected through online questionnaires using the purposive sampling method, and analyzed using structural equation modeling. The questionnaires were distributed on Facebook and sections within ptt.cc that fit the research purpose of this study. Online questionnaire was open from January 1st to January 16th of 2015, spanning a total of 16 days. A total of 511 valid questionnaires were collected. The results of this studies revealed that (1) the perceived usefulness, compatibility, and enjoyment of Facebook app are not related to attitude towards advertisement within the app. (2) Entertainment value and personalization of the content of the advertisement positively affects attitude toward advertisement. Informativeness has no significant impact, while irritation negatively affects attitude towards advertisement. (3) Social influence, self-efficacy and attitude towards advertisement all show positive relation with behavioral intention. This research has proven that when examining user experience, Facebook app still has room for improvement in comparison with the computer version of Facebook. Also, whether Facebook app advertisement contains complete information is no longer the most important factor. Entertainment value and personalization, whether the advertisement can satisfy the above needs without troubling users, are now the most important points of consideration. Finally, this study has proven the positive effect social influence, self-efficacy and attitude towards advertisement have on behavioral intention.

資訊與通訊科技的發達，公部門將其應用在公民參與，形成電子化參與。然而，由於政策議題的複雜使得一般大眾對其不甚了解而選擇冷漠，一般大眾將此種複雜的議題交給公部門中的行政菁英作決策，長久以來形成菁英文化。雖然近年來，文官致力於推展電子化參與，但電子化參與所獲得的網路民意，多半具有非理性、瑣碎、情緒化等特性，可能促使公部門菁英文化更加顯著，而影響電子化參與的推展。為了解公部門菁英文化是否會影響文官電子化參與的推展，利用計畫行為理論為研究架構。然而，由於計畫行為理論經常用於非組織內行為的研究，因此忽略組織無形因素的影響（例如：組織文化），因此本研究在利用計畫行為理論為研究架構檢視文官推展電子化參與時，特別納入菁英文化。本研究以文官推展網路民意論壇為研究範圍，採用問卷調查法，以非隨機抽樣，發放250份問卷，回收185份，回收率為74%，有效問卷為179份。 本研究主要發現為，第一、以計畫行為理論檢視組織內個體行為，雖然皆有顧及資源和機會等組織有形的影響因素，然而，許多研究忽略組織抽象的影響因素，如組織氣候，組織文化等。第二、菁英文化對於文官推展民意論壇的行為意圖有其影響性，只是僅有菁英文化其中之一的概念－公務人員相對於民眾對本身知識的看法對於行為意圖有影響，另一概念－公務人員相對於民眾對本身主導與影響力的看法則無影響。第三、計畫行為理論預測行為意圖僅考量態度、主觀規範、認知行為控制，然而，本研究認為在檢視文官推展民意論壇行為意圖時，更需考量菁英文化對行為意圖的直接影響。 為了改善菁英文化對於文官推展民意論壇的影響，本研究對此提出的實務建議有三，第一、利用願景工作坊改善文官對於菁英文化的看法，第二、促使電子化參與制度化使得網路民意品質提升，第三、文官民意分析能力提升以及機關資源的有效利用，促使文官提高推展民意論壇的行為頻率。而本研究後續研究建議有五，第一、樣本代表性的改善，第二、檢驗電子化參與的不同個案，第三、應用結構方程模型及質化研究方法，第四、檢視菁英文化與主觀規範之間的中介變項，第五、檢視菁英文化與行為意圖之間的調節變項。 / The civil servants have set into e-participation due to the fast development of information communication technologies (ICTs). However, because the public can’t understand policy domain knowledge in decision making, they expect the civil servants to cope with these professional matters. This long-term dependence on the civil servants and their expertise may foster the elite culture in the public sector and the elite culture has also impact on the civil servants’ intention for e-participation. In my thesis, the theory of planned behavior (TPB) is used to design and survey the above-mentioned elite culture situation for the public servants dealing with e-participation. The survey focuses on the civil servants’ intention and behavior of handling e-forum. 250 copies of questionnaires (non-probability sampling) are distributed and 185 copies returned, with 179 valid responses. Through data analysis, there are three key research findings. First, the majority of the existing research includes the physical organizational factors such as organizational resources. However, many previous studies do not include the implicit organizational factors such as organizational climate, organizational culture. Second, elite culture has general impact on the civil servants’ intention of setting into e-forum. However, only the civil servants’ evaluation of citizens’ policy expertise has impact on the intention; the other concepts fail to affect their attitude. Third, the study proposes to add elite culture to the existing TPB framework when we study the civil servants’ intention of setting into e-forum. To change elite culture’s impact on the civil servants’ intention, my thesis addresses three pragmatic suggestions. First, the civil servants can change their perspectives of elite culture through the scenario workshop. Second, the institutionalization of e-participation can enhance the quality of public opinions. Third, the enhancement of the civil servants’ ability of public opinions analysis and efficiency of organization resources can contribute to their performance of e-participation. The following research suggestions are recommended, including improving the representative of samples, studying multiple cases of e-participation, applying structural equation modeling and qualitative methods, studying the potential mediating variables between elite culture and subjective norm, and studying the moderating variables between elite culture and intention.

Since 1980, a wave of new regulatory reform policies washed over the world, tightly controlled industries shrugged off their chains, and public institutions were privatized. The wellspring of regulatory reform is the global trend towards liberalization and privatization. Even so, the scope of government regulation is still wide, but the processes of this type of control changed and the administrative acts diversified. Among these administrative acts, the administrative contract is much more special than others. First of all, unlike other legal concepts that were important from German or Japan, it is a unique system in French administrative law. Secondly, the special mission of administrative contracts merits attention. Although we called it an administrative "contracts", some government privileges are attached to realize the administrative object. After the enactment of Administrative Procedures Law in 1998, the administrative contract has been recognized as a formal act in Taiwan, and it is important to know how to use it. Therefore, the aim of this thesis is to find the solutions given to problems arising in our administrative law through understanding how administrative contracts work in France. To understand the notion clearly and correctly, we shall find the source of administrative contracts and then study the definition. The two basic criteria of the former are that the contract relates to a public service and the contract reserves exceptional powers to the administration (the clauses exorbitantes du droit commun). In Taiwan, the definition of administrative contracts is similar, but the criteria are quite different. To learn French experience in this regard for the purpose of the improvement of our system is the topic issue in the chapter second. However, the definition is just a basis to develop my issue in this thesis. This thesis focuses on the effect and execution of administrative contracts. At the third and the fourth chapter, I will devote more space to discuss how an administrative contract is made and the value of the intentions of the parties. Because of the France has always regarded an administrative contract as essentially an arrangement between unequal parties, public authorities have powers to redefine the character of the service to performed or the work to be done in order to meet the changing needs of the public interest. How about the administrative contracts work in Taiwan? Do we admit exceptional powers to the administration? What are the differences between the regulations in France and Taiwan? After an initial research, I find that the underlying foundations of administrative contracts in two countries are quite different, so the systems appear differently. However, identifying foreign precedents on similar problems and their possible solutions will certainly provide useful insights for local consumption. In addition, of course, I deal with a review of the concept of administrative contract in the Supreme Court Justices' decisions in the Judicial Yuan to figure out the main change of our jurisprudence. Then try to organize the judgments in the Administrative Court from 1999 when the Administrative Procedure Law and Administrative Litigation Law were significant legislated. Based on the research in this study, I examine the main categories of existing contract -B.O.T.- with the comparison between Taiwan and France. So what could we do more and learn from the experience in France is the topic issues in the fifth chapter. The final chapter is the general observations. As we know, our law on administration is far less developed than that in France. Much of it remains in the realm of practice rather than law. Nevertheless, there are increasing pressures for our law in this field to develop：changes are being made by significant legislations of the Administrative Procedure Law and Administrative Litigation Law. Our scholars as well as judges work very hard to build a modern system of administrative law .As a result, the French systematization in this area will provide a much-needed guide when we facing the same problems in the future, which will be encountered as our law develops.

電子化民主強調公民參與的重要性，政府亦積極投入推動的工作，值得我們注意的是，就政府所設置的電子化民主機制而言，民眾在使用上的觀感和意願可能是重要的，本研究想要了解對於已使用過的民眾而言，哪些因素會影響他們持續使用該機制的意願？本研究以計畫行為理論為研究架構之基礎，並依據文獻整合假設自覺風險性對態度、持續使用意願有顯著影響。 本研究主要的目的有二：一是透過文獻探討以了解電子化民主起源與實行目標，並藉此了解電子化民主對民眾而言，扮演何種角色與提供哪些功能和效益。二是透過實證研究來對計畫行為理論進行模式檢測，檢視該理論是否適用於解釋持續使用意願的影響因素，並藉此了解影響民眾持續使用意願的因素。 實證研究的結果顯示影響民眾持續使用網路公共論壇意願的因素為態度和認知行為控制，僅主觀規範較無顯著影響。由此可知，計畫行為理論並不能完全解釋「持續使用意願」的影響因素，但仍有部分論點可以適用於解釋「持續使用意願」的影響因素。再者，對民眾持續使用網路公共論壇之意願的影響力最大為民眾對使用論壇的態度。此外，本研究發現在網路公共論壇使用上，由於個人資料外洩或侵犯隱私的機率低，故對已使用過的民眾而言，風險問題可能並無影響，故自覺風險性對「網路公共論壇持續使用意願」的影響並不顯著。 / Issues concerning e-Democracy emphasize the importance of citizen participation. Governments in the worldwide invest much in pushing e-Democracy. Specifically, citizens’ attitude and intention are crucial for e-Democracy institutions of Governments. The central theme in this research is: which factors will affect their continuance usage intention for citizens who have been using online public forums? The research model based on Theory of Planned Behavior supposes that attitude and continuance usage intention will be affect by perceived risk. There are two purposes in this research. Firstly, it attempts to realize the origin and the goal of e-Democracy according to some related literatures. Secondly, it also conducts a model-testing to examine the applicability of the theory through the investigation. Results of the investigation indicated that citizens’ continuing usage intention of online public forums is affected by the attitude and perceived behavior control. Further, subjective norm didn’t have any obvious influence. These largely show that Theory of Planned Behavior based model is partly suitable to explain the factors of the citizens’usage intention. Overall, the most crucial factor affecting citizens’usage intention is their attitude toward using online public forums. In addition, perceived risk had no obvious influence on the usage intention as expected. This may be due to lower probabilities that individual data or privacy being damaged in online public forums.

當今智慧型手機成長快速，市場潛力大，影響消費者的智慧型手機購買決策因素成為近年來值得研究的議題。但過去有關智慧型手機購買決策的研究中，大多著重在手機的作業系統或是功能層面，並未將行動應用程式(APP)及人際面的影響因素納入考量。因此，本研究以網路外部性、科技接受模型及理性行為理論為基礎，分別從智慧型手機及行動應用程式的屬性面和人際面來探討，目的為找出影響台灣地區現有智慧型手機使用者對智慧型手機再購意圖的因素，並進一步探索這些因素如何影響使用者的態度及再購意圖。本研究結果發現： 1.智慧型手機屬性面：當使用者認為智慧型手機是越有用的、越具娛樂性的，則使用者對智慧型手機的採用態度越正向；當使用者認為智慧型手機是越容易使用的，並不會直接影響其對智慧型手機的態度。 2.智慧型手機人際面：當使用者認為有越多人使用智慧型手機，則使用者對智慧型手機的購買意圖越正向；而無論使用者認為其家人、伴侶、好友、同學或同事支不支持其使用智慧型手機，都不會影響其對智慧型手機的購買意圖。 3.行動應用程式屬性面：當使用者認為在短時間內行動應用程式的數量成長的越快速，則其對智慧型手機的態度會越正面；而無論使用者認為APP數量、種類的多少、價格是否可被接受以及APP的設計品質完不完善等，都不會直接影響使用者對智慧型手機的態度。 4.行動應用程式人際面：當使用者認為其家人、伴侶、好友、同學或同事越支持其使用行動應用程式時，使用者對智慧型手機的態度會越正向。

本研究主要在探討養貓和養狗的飼主，他們對於目前台灣比較熱門的寵物商機的購買意願是否會受到「生活型態」、「認知」、「態度」、「他人影響」和「滿意度」的影響而有所不同。而購買意願又分成了「無使用經驗」者的購買意願和「有使用經驗」者的再購意圖二種。 本研究運用飼主一對一訪談、網路飼主意見調查、網路次級資料蒐集及國內外文獻資料來設計問卷內容，接著運用網路問卷和紙本問卷進行問卷樣本的蒐集，進而運用蒐集而來的樣本進行資料分析而得到研究結果。 本研究結果證實，生活型態和認知會影響飼主對於寵物商品或服務的態度，而態度和他人影響則對於無使用經驗飼主的購買意圖有影響，而態度的影響程度大於他人影響的影響程度；至於有使用經驗飼主的再購意圖則是受到態度、他人影響和滿意度的影響，而滿意度的影響程度最大，再來是態度，最後才是他人影響。在生活型態探討方面，本研究發展出了養貓和養狗飼主四類的生活型態，分別為：集群1-「社交名媛/公子」型、集群2-「心有餘力不足」型、集群3-「寵物兒子」型和集群4-「居家良伴」型四類生活型態集群。而在四群生活型態的飼主中，集群1和集群2對於寵物商機的態度或使用經驗普遍都比集群3和集群4來的好或來的有經驗。在五類寵物商機中，除了寵物安親班之外，知曉的普及率都到90%以上，然而有使用過的比例中，除了保健食品和美容在60%右左，其餘的(寵物旅館、寵物安親班、寵物安樂園)比例都在20%以下。有使用過五類寵物商機的飼主，平均月收入都在三萬元以上。 / The main purpose of this study is to probe into the buying intention of pet-owners of cats and dogs, whether it would be affected by lifestyles, cognition, attitudes, influences of others, and satisfaction. The buying intention of pet-owners is divided into “non-experienced” and “experienced “pet-owners. The content of the questionnaire is based on one-on-one interviews, on-line surveys of pet-owners’ opinions and the second-hand data collection home and abroad. I use on-line and paper questionnaires to collect samples, and then use those samples to conduct data analysis. Research findings indicate the following. Lifestyle and cognition will affect pet-owners’ attitudes toward pet products and services. Attitudes and influences of others will affect non-experienced pet-owners’ buying intention. The influence degree of attitude is greater than that of the influences of others. The buying intention of experienced pet-owners’ are affected by attitudes, the influences of others and satisfaction. The greatest influence degree is from satisfaction, then from attitudes, and the least influence is from the influences of others. This study develops four types of lifestyles of pet-owners. They are “social celebrity” (group 1), “those who have willing spirits but with weak flesh” (group 2), “those who treat their pets as their sons and daughters” (group 3), and “those who treat their pets as home companions” (group 4). The attitudes and using experiences of group 1 and group 2 are better than that of group 3 and group 4. Among the five types of pet products and services, except for the pet daycare service, the familiarization rate of other pet products and services are all above 90%. The using rate of pet health foods and pet grooming are around 60%; the rate of pet boarding, pet daycare and pet funeral service are under 20%. The average monthly salaries of pet-owners who have using experiences of pet products and services are above thirty thousand dollars.

This research was driven by Theory of Reasoned Action (TRA) to examine the impact of ecological knowledge, ecological concern, and man-nature orientation on green purchasing (including both intention and actual behavior), with the moderating effect of price sensitivity and allowance and/or income. This research surveyed 602 Malaysian university students within the age bracket of 18 to 25, because this specific demographic is a sizeable market and such research is lacking in an emerging economy like Malaysia. The results demonstrated that ecological concern and man-nature orientation influenced purchase intention and actual purchase. The findings also indicated that price sensitivity and allowance and/or income moderated the relationship between behavioral intention and actual behavior. This study has two implications: (1) it extends TRA by exploring the potential moderating variables between behavioral intention and actual behavior, and its findings adds to the body of knowledge in the area of green consumer behavior; (2) marketing managers can formulate their green marketing strategies effectively by consistently driving heart-warming campaigns to create or stir consumers’ emotions. Marketers should keep in mind that Malaysians are highly influenced by man-nature relationship belief, and additionally, marketers need to be careful in justifying pricing difference between non-green and green products for consumers that are sensitive to price.

在國際化趨勢中，台灣政府推動英語教學，來提升國人成為 「終身學習者」。為了達成上述目標，台灣政府允許公立與私立學校聘用以英文為母語的外籍教師，尤其在私人的學前教育機構與補習班等，經常可看到這些外籍教師。由於家長對於子女提前接受英語教育的期望，造成市場的需求，導致政府英語教學政策和民間需求，存在著相當的落差，導致許多私立學前教育機構為了維繫市場競爭力，規避政府的法規，聘請英語非母語的外籍教師任教。本論文旨在探討為何許多來台外籍人士，無論本身是否具有合格師資與英語母語條件，在台灣冒著被驅逐出境的風險，以學前教育工作為首選，從事合法及非法打工，而非選擇其他的工作機會？本研究以英語外籍教師為主要對象，採用質性研究法，運用「計畫行為理論」作為研究架構，先透過12個先導性調查，進行初步資料分析，再經由10次深度訪談，以及80份問卷調查，了解外籍教師的看法。本研究根據計畫行為理論中的變項，包含：態度、主觀規範，以及認知行為控制等項目，分析在台外籍人士何以選擇到學前教育機構，任教英語的行為動機，及其背後原因。本研究發現，學前教育備受來台外籍人士歡迎的原因，包括：台灣學前教育階段英語教師市場需求大，教學資格門檻不夠嚴格、入行容易，薪資待遇佳，尤其是學前教育階段特殊的教學方式，能夠提供較具彈性的上班時間與生活方式，都是造成學前教育機構吸引來台外籍教師任教的原因。研究進一步發現，台灣的教育政策至今仍缺乏對於學前教育機構外籍英語教師聘用等方面，有效的管理與輔導。本論文最後建議，台灣公部門必須對於所有相關機構與個人，諸如：學前教育單位、英語為母語及其他外籍教師、與學生家長等，進行明確的規範，落實學前教育英語教師的任教資格、加強本地雇主與外師之間勞資雙方工作條件的透明度、甚至落實對非法雇主的取締及違法者處分等，都是改善台灣學前教育英語學品質，保障學童受教權及外籍教師工作權的重要途徑。

「社會認同理論」(social identity theory)認為，人們會以所屬團體的身份或屬性來定義自己，是一種對歸屬團體的「團體認同」(group identity)。 所探討的是一個已經隸屬於某個低地位團體的個體，在獲得正向團體認同以維持自尊的動機下，思考使用哪一種提高團體認同的策略。 本研究結合了「計劃行為理論」中有關行為意向的概念，同時也將社會認同理論的應用範圍擴大，由此來了解人們是否會進入一個低地位團體的內在心理歷程，使更能清楚地預測該行為。本研究採情境實驗法，以情境模擬的方式操弄可滲透性、穩定性及能力高低三個獨變項，測量351位受試者對進入低地位團體的態度、主觀規範及知覺對該行為的控制感，再測量行為意向。 結果發現，在可滲透性高及穩定性低兩種狀況下，個體對進入低地位團體的態度較佳，同時知覺對該行為的控制感也較高；穩定性低時，其主觀規範較為正向。而且主觀規範、知覺對行為的控制感可以預測行為意向。 同時，個體在可滲透性高的狀況下會比可滲透性低時要傾向使用個人變動策略，而在穩定性低時會比穩定性高時更會使用社會改變策略。另外，除了實質上的策略之外，個體也會使用心理上的策略來獲得正向的團體認同。本研究也以徑路分析來了解及討論各變項間整體性的關係。