台灣金融業競爭日益激烈，在產品同質性高的情況之下，各家金融機構轉而透過服務來創造差異化利基並且盡力與顧客維持長久且深厚的關係，厚植競爭力。對於金融機構行銷人員來說，其透過提供符合期望之產品服務來使既有顧客重複購買使用，並選擇正確的溝通管道與顧客溝通，藉此增加顧客對該行的忠誠度，達到極大化顧客終身價值的顧客關係管理目標。 金融機構與顧客接觸的管道相當多元，從實體分行之臨櫃人員、理財專員、客服中心到虛擬之電子郵件、網路銀行與手機APP等。然而，過去卻少有研究探討金融機構在執行顧客關係管理活動時透過不同「溝通管道」與「溝通內容」對於顧客溝通訊息之說服效果差異。因此，本研究目的在於了解金融機構在執行顧客關係管理活動的訊息傳遞時，透過何種管道以及傳遞何種內容之訊息對於顧客會有最佳之說服效果，進而提升顧客關係管理之成效。本研究主要透過實驗設計與問卷發放來蒐集資訊。 研究結果有以下幾點；首先，顧客對於來自不同管道的「非個人化訊息」所認知之說服效果有差異，又以網路銀行的說服效果最佳。然而「個人化訊息」透過不同溝通管道傳遞，對於顧客卻沒有顯著差異的說服效果。其次，透過「電話」與「電子郵件」傳遞訊息時，搭配「個人化訊息」有顯著較佳的說服效果，其中電話的差異性較大。至於「網路銀行」不論搭配何種內容的訊息，對於說服效果無顯著差異，不過整體來說，使用網路銀行與顧客溝通時，說服效果皆大於其他溝通管道。 / As the competiton among financial industry in Taiwan is getting increasingly fierce, under the high product homogeneity, each financial instutution turns to create differentiation through service and tries hard to maintain a life-long relationship with cistomers. For financial marketers, they make customers purchase the product or use the service again and again not only by providing proucts and services which meets their expectations, but also choosing the right channel to communicate with customers. All the efforts are meant to increase cusomers’ loyalty and attain the goal of customer relationship management – maximize customers’ life-time value. There are multi channels for financial institutions to contact their customers, from physical channels including counter personnels, financial consultants and call center to virtual channels such as email, online bank and APP on mobile phones. However, few studies had discussed the difference of persuasive effects of messages delivered through “different channels” and “different contents” within when financial institutions implementing CRM activities. Therefore, the purpose of the study is to compare and understand by what channel and with what contents may have the best persuasive effects when sending messages to customers, in order to enhance the result of CRM.The main research method is experimental design and collecting data by questionnaires. The study result are shown below. First, the persuasive effect of “non-pesonalized” message delivered through different channels is significantly different, especially through “online bank” has the best persuasive effect. However, the persuasive effect of “pesonalized” message delivered through different channels has no differences. Second, delivering “pesonalized” message by “phone” and “email” has significantly better persuasive effect. Besides, using “online bank” to deliver messages, there is no difference of persuasive effect no matter what content within. But generally speaking, using online bank to communicate with customers, compared to other two channel, it has better persuasive effects.

電視新聞置入性行銷雖是新興現象，但在新聞界蔓延已成為普遍現象，成為影響新聞產製的重要力量。電視新聞置入性行銷，以較為迂迴、精心設計，與新聞內容融合一體，使消費者難以區辨到底是新聞，還是為商品廣告的行銷訊息。國內目前研究，多是探討此種行銷方式，對新聞專業與新聞工作者的影響，尚未見對閱聽人接收與影響面向的研究。是故，本研究欲探究閱聽人對於產品置入性新聞之接收評價，在溝通效果中扮演的角色。 本研究以實驗法進行，採取三因子實驗設計，為2(置入型態：顯性/隱性)*2(論點品質：強論點/弱論點)*2(產品涉入度：高涉入/低涉入)*2=8個產品置入策略組合，為避免受試者觀看不同產品的效果差異，故讓每位受試者觀看分別看高低二種產品涉入度的實驗影片，形成4個實驗組別，共邀集185位受測者參與，回收有效問卷164份，有效回收率為88.65%。　 研究結果發現，「產品置入型態」對置入性新聞溝通效果未有顯著影響。「訊息論點品質」是影響產品置入性新聞的關鍵因素，對產品置入性新聞之溝通效果影響最為顯著；採取強論點訊息，能引發閱聽人較正向的接收評價，不論是訊息接受度、可信度與資訊性皆有較佳的評價，進而影響消費者對品牌的態度，對訊息的記憶程度亦有相對較佳的表現。閱聽人對「置入性行銷的既存態度」影響閱聽人接收不同論點品質的溝通效果：即置入性行銷持以高既存態度者，暴露於強論點品質之產品置入性新聞，比暴露於弱論點品質時產生更多支持性的想法、較高的記憶效果與較佳的訊息態度。 / Although being an emerging phenomenon, the product placement on TV News has spread into an universal phenomenon in the News circles, and become an important force influencing News production. With relatively roundabout and meticulous design, the Product Placement on TV News is well integrated with the News content, making consumers difficult to distinguish it from News and Marketing message of product. Present domestic researches are mainly investigating the impact of such marketing method on journalism and the News workers, but still haven’t focused on the reception and the influence of the audience. Therefore, this study is to investigate the audience’s reception comments on the Product Placemen on TV News and their roles in communication effect. This study adopts the experimentation of three-factor experimental design, which are 2 Placement Types (prominent/subtle) *2 Argument Qualities (strong /weak) *2 Product involvements (High /Low). A total of 185 participants were invited and all of them were randomized to watch the experimental films, and required to fill out the questionnaires after watching. A total of 164 effective questionnaires were returned, with a valid return rate of 88.65%. The results of this study show that the “Type of PPL” has no significant impact on the communication effect of the Product Placement on TV News. The “Message Argument Quality” is the key factor influencing the Product Placement on TV News. Using strong argument messages can trigger the audience’s relatively positive reception comments in message acceptability, News credibility and message informativeness and then impact the consumers’ attitudes towards brands. Also, it has relatively better performance on the recall degree towards messages.The audience’s existing attitudes towards the Placement Marketing impact their communication effects in receiving different argument qualities. The Placement Marketing with high existing attitudes will produce more supportive thoughts, higher recall effect and better message attitude when exposed in Product Placement on TV News of strong argument quality than that exposed in product placement news of weak argument quality.

在測驗含有題組(testlet)結構時，由於違反了試題反應理論(Item Response Theory, IRT)中局部獨立性的假設，使得IRT的估計方法產生偏誤，過去研究的解決方式為在IRT模型中多加入一個參數，將題組的影響力納入模型中，此即為題組反應理論(Testlet Response Theory, TRT)，在貝氏(Bayesian)的架構下，此方法的計算則可透過SCORIGHT軟體來達成。本研究旨在透過另一種方法，即廣義方程式(Generalized Estimation Equation, GEE)去處理測驗中的題組效果。GEE過去常被使用於分析縱貫式(longitudinal)的資料，本研究使用此方法來捕捉題組測驗下作答結果的相關性，並經重新參數化調整係數後使其能對受試者能力值進行估計。 電腦模擬的結果顯示GEE能有效的處理題組效果帶來的影響。在GEE和貝氏題組模型的比較上，GEE對於程度好和程度差的受試者有較佳的估計效果；而貝氏題組模型則對於程度中等的受試者表現較好，此外我們也針對GEE的估計效率進行了實驗，結果顯示先將受試者依能力分組再進行GEE估計能提升GEE的估計效率。 在文章中，我們也展示了使用GEE計算題組訊息量的方式，做為題組式測驗下評估該測驗對於各能力區間的受試者在估計準確度上的參考。 / If the tests have testlet structure, the bias may arise when using traditional Item Response Theory(IRT) estimation methods due to the violations to the assumption of local independence. To deal with the testlet effect, previous studies introduced a new parameter to the classical IRT model which called Testlet Response Theory(TRT). Under the Bayesian framework, the estimation can be accomplished on the SCORIGHT program. The purpose of this paper is to use another method named Generalized Estimation Equation(GEE) to model testlet response data. GEE was commonly used to analyze the longitudinal data. We use this method to capture the information from the correlated items and estimated ability of the examinees through re-parametrization. Simulation results indicate that GEE can deal with the testlet effect effectively. On the comparison between GEE and Bayesian testlet model, GEE does better on estimation of the examinees who have high or low ability level. In contrast, Bayesian testlet model does better on estimation of medium ability level. In addition, we design the experiment to test the efficiency of GEE. The results show that group the examinees according to their ability before doing the GEE estimation can improve the efficiency of GEE. In this paper, we also demonstrate the method to calculate testlet information using GEE which can be taken as reference for assessing estimation accuracy of each ability level in testlet-based testing.

現今社群媒體已經是人們生活的一大部分，而網路提供了更容易與消費者接觸的平台給廠商呈現其廣告訴求，廣告訴求是一種策略，利用其所呈現的訴求說服消費者作出購買決策，或是改變消費者對於品牌的態度。本研究探討廣告內容的訊息訴求對於消費者購買決策的影響，並利用推敲可能性模型分析消費者的決策路徑。 因為先前針對推敲可能性模型的決策路徑主要都是以推論為主，本研究設計了一個測量中央及邊陲路徑的問卷，藉此了解受測者實際感受到的決策路徑。而整體的問卷透過一個網路實驗收集資料，結果發現廣告訴求對思考路徑有顯著的關係，理性的廣告訴求會使消費者傾向於使用中央路徑；感性的廣告訴求則會使消費者傾向於使用邊陲路徑，而認知需求會對這個關係有交互作用的影響。同時也發現思考路徑對於購買意願會有顯著影響，不同的產品類型會對於這個關係有交互作用的影響。 / Social media and the Internet are inseparable elements of modern human life. Online advertising becomes a popular method for vendors to access their consumers. Advertising appeals are important in attracting consumers’ attention of products and services. In this study, we investigate the effect of online advertising appeals on consumer’s purchase decision using the Elaboration Likelihood Model (ELM) that proposes a central-peripheral dual-route persuasion mechanism. We designed an instrument to measure the perceived route in decision processes and applied it in an online experiment to examine how different appeals affect the central and peripheral routes in consumers’ decision processes. The results indicate that advertising appeals have significant effect on decision routes. Cognitive needs are found to have interaction effects. Decision through different routes also have significant effect on consumers’ decision, while product types have moderation effects.

全球極端氣候、天災頻仍，氣象訊息與民眾生活息息相關，根據中央氣象局104年調查，民眾獲得氣象資訊的管道仍以「電視」占最多數，氣象傳播是科學傳播的一環，本研究以一個颱風從生到死為範圍，對四位電視氣象主播晚間新聞時段氣象預報，分訊息呈現、媒體設計、播報展演等三個層面進行內容分析，並輔之以四位主播的深度訪談，探討國內電視氣象主播在颱風警報發佈前、警報發佈期間與警報解除後，如何對閱聽大眾進行傳播。 近年來由於媒體競爭激烈，使得電視氣象預報從颱風還在一兩千公里外就開始眾聲喧嘩。本研究發現，氣象主播的科學背景會影響其颱風播報敘事結構，對於尚處遙遠的颱風，任立渝、林嘉愷用語比較保守，戴立綱語多暗示，王淑麗暗示性最強、使用篇幅也最多。在警報發佈期間，任立渝偏重颱風分析，林嘉愷擅長運用圖表解析即時風雨狀況，戴立綱敘事強調生活化提醒閱聽人防颱防淹水，王淑麗用語相對生動活潑、善用周遭事物比擬陳述颱風。在颱風警報解除後，任立渝、林嘉愷和戴立綱立即恢復平日氣象播報格式，惟王淑麗仍停留颱風訊息的陳述。在媒體設計上，林嘉愷使用的虛擬棚、鏡面和圖表，在視覺化的設計和呈現都較其他三人為佳。在播報展演上，四位主播各有風格，任立渝誠懇嚴肅、林嘉愷草根親和、戴立綱急切亢奮、王淑麗則走輕鬆活潑路線。手勢和觸控筆是氣象主播很重要的展演，手勢是一種肢體表演，觸控筆則是展現專業分析的工具，視覺性的動態展演是聚焦觀眾注意力的方式。 綜觀分析結果，本研究也提出颱風氣象播報準則，氣象主播的長期專業形象是其一，訊息呈現的敘事結構必須隨著颱風逼近而機動調整，當颱風地處遙遠時，對於颱風的敘事以「教育」觀眾大氣環境變化為主；當颱風逐漸靠近時，颱風動態路徑的解析說明展演能力，是氣象播報的決勝關鍵；當颱風警報發佈後，對台灣陸地影響的預估解釋能力則是觀眾收視關切的重點。至於搭配的氣象鏡面宜以視覺化為原則，追求圖表色調文字簡單明瞭且可視性高，並且讓觀眾熟悉且習慣這些圖表規格的呈現，惟須避免造成視覺疲勞。而展演方式則視個人風格特色而定，有些人適合沈穩嚴肅，有些人適合親切活潑，但考量電視是視覺展演的平台，動的畫面會比靜的畫面吸引觀眾，不論是眼神、表情、手勢、觸控筆、左右走動都是牽動觀眾視覺的重要元素，讓主播的講解、動作與鏡面三者在視聽感官上的互動，達到人機一體展演的效果。 氣象主播的個性發揮與風格確立，關係品牌形象與信賴感。專業氣象人有過實務或學術訓練，如果加上好的展演訓練及觀眾緣，或者是非氣象專業的新聞人，經由豐富的新聞訓練及額外自修，都能獲得觀眾的喜愛與信賴。本研究經由對四位氣象主播播報的分析與歸納，最後提出一套颱風氣象播報準則，俾以提供有志從事電視（影音）氣象播報工作者之參考。 / Since the world has experienced extreme weather and natural disasters constantly, weather information has been closely related to the lives of human being. According to the survey conducted by the Central Meteorological Bureau in 2015, TV is still the main channel for the public to access to meteorological information and meteorological communication is a part of science communication. Based on a typhoon from the birth to death, this study explores 4 weather presenters during prime time broadcasting by the use of content analysis which includes 3 aspects: message presentation, media design and performace. Also, by conducting in-depth interviews with the 4 presenters, this study examines how the domestic weather presenters communicates with the public before and during the authorities announces the typhoon alert, and after the alert is lifted. News media face fierce competition in recent years which leads to the rise of infotainment. For example, TV weather presenter starts to dramatize the strength of typhoon when it's just 1000km or 2000km away. This study found that presenter’s academic background in science does affect the structure of narration. When typhoon is still far away and the impact is variable, Ren Li-yu and Lin Jia-kai are more likely to present with a conservative tone while Dai Li-kang is more suggestive. Wang Shu-li has the strongest suggestive tone. During the alert, Ren Li-yu focuses on the typhoon analysis, Lin Jia-kai is fond of using charts and graphics to analyze the current wind speed and rainfall. Dai Li-gang puts more emphasis on reminding audience to be cautious and to do as much as one can to prevent the typhoon. Wang Shu-li’s style is relatively lively and she tends to make an analogy with surrounding things to describe the typhoon. After the typhoon alert is lifted, Ren Li-yu, Lin Jia-kai and Dai Li-gang resumes to the usual weather broadcasting style immediately. However, Wang Shu-li’s way of presenting stays the same. From the aspect of media design, Lin Jia-kai presents in a virtual studio with particular TV screen layout, charts and graphics which is clearer and better than the other three. When it comes to performace style, the 4 presenters have their own style, Ren Li-yu is sincere and serious. On the other hand, Lin Jia-kai is more approachable and affinitive. Dai Li-gang seemed to be more aggressive and provocative. Lastly, Wang Shu-li tends to present the program with a lively style. Gestures and stylus could be important tools while presenting. Gesture weighs during broadcasting while the stylus could be used to show their professionalism, attracting more viewers. From the results of the analysis, the study also proposed typhoon forecasting criteria, first of all, the weather presenter’s long-term professional image. The narrative structure of the message must be adjusted as the typhoon approaches. When the typhoon is far away, the narration should be focused on “educating” the audience the knowledge of the atmospheric environment. While the typhoon is gradually close, the capacity to analyze the typhoon is the key to prevail against others. When the typhoon alert is announced, the ability to explain how the typhoon would impact Taiwan is the concern of audience. The key principle for weather forecast's animated background is visualization. The graphics and texts should be simple and easily digestible. Also, the program should let viewers absorb and familiarize with these presented charts. One thing that needs be avoided is visual fatigue. In terms of performace, some presenters are calm and serious, some are cordial and lively. Since television relies heavily on visualization, moving pictures are more eye-catching than still images. Otherwise, both eye contact and facial expressions, gestures, the use of touch pen, or even the body movement all play a dispensable role. Combining weather presenter’s narrative, gesture and chart, can deliver the best weather forecasting performance. TV weather presenter’s personality and personal style establishment is helpful to build brand image and earn the trust of the audience. Professional weather presenter with practical and academic training, plus good performance training; or for journalist without meteorological background, through abundant professional news training and self-study, they can win audience’s heart and trust.

在高工時的社會下，工作對於生活的比重愈來愈高，工作意義感對個人的重要性也與日俱增，因此，如何提升員工的工作意義感便成為了企業組織需面對的課題。過往探討工作意義感的研究顯示，除了工作特徵外，人際互動亦會對工作意義感有所影響，其中又以領導行為對於部屬工作意義感的型塑具有關鍵的重要地位。然而，對於領導行為的影響歷程，目前卻較少有量化的實徵研究出現，尤其是作為普遍於華人文化中的領導風格，家長式領導如何影響部屬的工作意義感，對華人企業主管在管理上更是格外重要。有鑑於此，本研究立基於社會訊息處理理論，探究家長式領導對於部屬工作意義感的影響，並探討工作目的與正向自我的中介效果。透過兩階段問卷施測，共收集190份有效問卷。研究結果發現仁慈領導能顯著預測工作意義感，而正向自我與工作目的在其中的中介作用則獲得部分支持。最後針對研究結果進行討論，說明理論貢獻、管理意涵、研究限制及未來研究方向。 / In modern society, employees are working longer hours than ever before. Therefore, finding meaning of work is important to employee today, and how to contribute to the perceived meaningfulness of work become a critical issue for every enterprise to face. This research model based on social information processing theory offers a theoretical approach for examining the causal effects of paternalistic leadership, a prevalent leadership style in Chinese business organizations, and the mediating role of work purpose and positive self-perceptions on subordinate meaningfulness of work. Using data form Taiwanese firms including 190 employees, results from structured equation modeling techniques supported partly our hypothesized model. Overall, this study supports and adds to the range of positive self-perceptions effects associated with paternalistic leadership and are suggestive of interventions that organizations can make to improve work meaningfulness of workers. Implications for the theory and practice of leadership are discussed.

當您看到此份研究計畫書時，五分鐘內可能您的e-mail郵箱已湧進二十封垃圾郵件（通稱SPAM）。據Ferris Research指出，社會花費在圍堵垃圾郵件的成本開銷上一年高達一百億美元。而根據聯合國國際電信聯盟（International Telecommunication Union，ITU)統計， Spam每年更浪費全球各國250億美元。這個驚人的數據傳達出一個訊息：對多數人而言－聽到「You've Got Mail!」，已經不再是令人愉悅的聲音了。Spamhaus的調查報告顯示 ，台灣及HINET一直是垃圾郵件主要輸出來源，過去AOL曾封鎖由HINET 寄送的郵件，一度造成台灣HINET使用者相當大的困擾。隨著數位匯流（Digital Convergence）時代的來臨，除了Email Spam外，電話行銷、Mobile Spam、SMS簡訊SPAM及VoIP都是數位匯流時代下垃圾郵件客攻掠的戰場，而我國行政院所草擬之「濫發商業電子郵件管理條例」草案明文只規範垃圾「郵件」問題，而未及其它垃圾訊息，法律若未對此議題及早規範，可能草案還沒出立法院大門就已經被時代淘汰。 因此，本文欲針對數位時代下可能興起之垃圾訊息型態作全面性的檢討，以建構一更為完善的垃圾訊息法制已未雨綢繆。本文之研究方法如下： 第一，針對美國之垃圾訊息法制的內容與立法背景，進行比較法研究。台灣的濫發商業電子郵件管制條例草案，內容主要係參考美國法，但在若干立法例仍有所不同，例如於是否需要標示主旨欄（Subject Line Labeling）則有不同選擇。對此，筆者曾於在律師雜誌發表對美國聯邦貿易委員會（FTC）研究報告反對強制行銷業者寄送廣告信必需標示主旨欄的不同意見，且建議台灣的「濫發商業電子郵件管制條例」草案做相反規定 。此外，在處罰對象及門檻之設計亦大相逕庭，例如沒有刑罰規定。而在於規制主體上，我國草案的內容明文只限於垃圾『郵件』之規範，對於日益惡化的的新型態未經邀約的商業訊息，像是透過無線傳輸設備或是行動設備所接收的未經邀約之商業訊息等，草案並無法可管。因此，本文並將針對垃圾電子郵件以外的其它新興垃圾訊息法制進行說明與分析，以供未來立法及執法的參考。 再者，本文將藉由國內外的實務案例研究了解法律實際操作情況。因為台灣法律目尚前無法處理垃圾郵件這個新興法律問題，導致檢察官無法可用，之後通過草案亦可能會面臨到法律不足的問題，因此實有必要針對實際案例操作深入了解。 第三，本文擬就我國之「濫發商業電子郵件管理條例草案」內容進行通盤檢討，提出更符合數位匯流時代之法制架構，以更有效防堵垃圾訊息。美國史丹佛教授Dr. Dan Boneh在「the Difficulties of Tracing Spam Email」 一文中提及垃圾郵件客技術日新月異，防不勝防。可預見SPAM這個議題將隨著科技演進而日益嚴重。隨著數位匯流（Digital Convergence）時代的來臨，除了垃圾郵件外，電話行銷、行動簡訊（Mobile Spam）、簡短訊息服務SMS 及網路語音（Voice over Internet Protocal）、多媒體圖片訊息（MMS）都是數位匯流時代下垃圾郵件客攻掠的戰場，實有必要針對此些新興類型之Spam進行防範。 / Within the five minutes it takes for you to read this essay, your e-mail box may have already received 20 spam mails. Ferris Research has pointed out that the costs incurred to society in blocking spam has reached US$10 billion per year. And according to International Telecommunication Union (ITU), the annual global cost of spam is US$2.5 billion. These startling figures convey a bit of information: for most people, the message “You’ve got mail!” is no longer welcome.. Based on a survey conducted by Spamhaus, Taiwan is a leading source of spam messages. AOL once blocked all e-mail messages coming from Hinet, which at one blow caused huge difficulties for Taiwanese Internet users. With the coming of the Digital Convergence era, besides e-mail spam, new forms are emerging such as mobile spam, telemarketing calls, SMS messaging spam, and VoIP spam. The Digital Convergence era will provide all kinds of opportunities for spammers to attack. However, Taiwan’s draft Anti-UCE Act addresses only e-mail spam. If the law does not address the broader issue early on, it may be outmoded even before it is passed. The US remains the main source of reference for Taiwan in the area of technology law. Long ago, before the US enacted the “Can-Spam Act,” there was “Shiksaa.” I would like to do in-depth research on American cyber and technology law so I can develop a suitable legal solution to Taiwan’s very serious UCE problem, to reduce the losses to society and to business productivity that are caused by spam, to eliminate Taiwan’s bad reputation for being a main spam exporter, and to spur e-commerce development. My research project would be as follows. 1. To examine the inner traits of various SPAM regulation and do interdisciplinary research 2. Deploy case-based and comparative law study to gather practical material 3. Combine the research results from technology and law to contribute to the ultimate resolution of SPAM.

廣告的目的，是用來與「目標消費者」進行訊息溝通與傳達，而不是自我藝術美感的創作與表達。廣告的內容，是將「廣告訊息」，藉由編碼，正確的傳遞給目標消費者（閱聽人）。而有說服力的廣告，就會是可以幫助銷售的好廣告。在消費者對於廣告解讀的論述中，出現了許多影響訊息說服與溝通的閱聽人的心理意識，包括了消費者的特質、生活型態、價值觀，文化、社會認同、社會地位、群體同儕、品味、成就、以及夢想等。越能以這些因素，引起閱聽人共鳴，就能夠越容易完成訊息傳遞的目的。 而這些心理意識，就是「內團體意識」中，區分內、外團體的歸因要素。有了情感上的歸屬，訊息傳遞就可以比較容易。電視廣告在「內團體意識」的包裝下，消費者（想要）及（接受）的心理因素不斷的被提到，被群體「認同」的需求，一再的被滿足，期望一再的被塑造。隨著「內團體意識」的表現，在經歷了認知、情感、行為三個階段後，溝通目的才開始清楚的完成。 　　為瞭解「內團體意識」如何建構電視廣告訊息？有何表現上的可歸納的操作指標，本研究以內容分析法，選擇自1980年～現今2009年之間，具有「內團體意識」表現方式的電視廣告影片110支，以年代別及FCB模式商品分類別兩種方式，進行包括表達元素、表達形式、背景歸因、社會歸因、文化歸因、生活風格歸因、個體歸因等相關要素的表現分析與研究。 研究整理後發現，「內團體意識」在電視廣告訊息的表現中，以「情感認同」為核心，藉由「滿足需求」、「消費描述」及「建構想像」做為基本創意概念。另外，電視廣告片中大多必要且慣用「內團體意識」，甚至在許多的電視廣告中，會有一個或多個內團體意識的歸因元素同時存在。部份內團體意識，只是創意與橋段的表現，與原本要訴求對象的「團體意識」並不會衝突。最後也發現，似乎越是特殊的商品或勞務，就越需要使用「內團體意識」，來做為電視廣告中重要溝通核心。 關鍵字：內團體意識、廣告表現、團體認同、廣告訴求、團體偏私、核心概念、訊息解讀、情感認同、歸因要素、背景歸因、社會歸因、文化歸因、生活型態、個體歸因、廣告創意、訊息策略、說服理論。 / The intention of advertisement is to provide a message to the targeted consumer and communicate rather than a presentation of individual expression and creativity. The core meaning of an advertisement is to transfer a key message embedded with advertising means successfully to its target receiver; furthermore, an outstanding advertisement will be able to fulfill the intention of marketing and sales. An exposition regarding consumer advertisement decoding denoted numerous variables that potentially alter the protocol of message receiver and his way of interpreting a message. This includes an individual consumer’s characteristic, lifestyle, value, culture, social acceptance, social status, social circle, taste, accomplishment, and vision. Messages embedded with such variables tend to create sympathy between the message and the receiver; as a result, creates a psychological bonding in which grows more powerful whenever a new variable reaches its echo with the receiver. Such psychological behaviors are the essential attributes differentiating the in-group consciousness from out-group consciousness of an individual. With a sentimental bonding, messages can be transmitted more accurately and efficiently. Television advertisement exercise constant implicit of this in-group conscious behavior, by repeating intimation of “desire” and “acceptance” to the receiver, continuous fulfillment of ones the necessitate aspiration, and constant creation of expectation. As the realization of the in-group consciousness continues, the purpose of communication is only fully accomplished after an individual have gone through acknowledgement, emotion, and into action. To understand how in-group consciousness establishes and executes television ad messages and its protocols. This research suggested using content analysis; by selecting 110 Television ad clips that possesses in-group consciousness implementation in between 1980 to 2009 and analyze them in two ways–era differentiation and product type under FCB protocol. This study focused on observing and analyzing the performance of variables such as expressing element, expressing form, background, social, cultural, lifestyle, individual attributes, and other related elements. 　　After the compilation of results, this research suggests that most television ads exercise in-group consciousness intentionally to create a common attribute among its listeners. By establishing sensational acceptance as the core criteria, advertisements then elaborates on other attributes such as satisfying needs, consuming behavior, and image establishment to create the basic concept of creativity. Furthermore, this research shows that a large number of advertisements exercise one or more in-group consciousness attribute within them. Some of the in-group consciousness exercised in ads is portrayed simply due to creative and plotting needs and doesn’t actually create a conflict with the central in-group consciously. This research also found that the more unique or special a product or service is, the more dependant its advertisement will be on in-group consciousness. Keywords: in-group consciousness, advertisement performance, group acceptance, advertisement requirements, group favoritism, core concept, message interpretation, emotional acceptance, attributes factor, background attribute, social attribute, cultural attribute, lifestyle, individual attribute, advertisement creativity, message tactic, persuading theory.

本研究旨在檢證雙元自主性模型中自主能力與情境操弄對訊息區辨表現的範疇優勢性運作機制；並為了排除過去系列相關研究結果可能受到共同方法變異偏誤所造成的效度威脅，本研究採取訊息區辨表現作為非自陳式效標變項，重新檢證雙元自主性模型的各項主張觀點。 本文共包含兩個研究，研究一經由811位台灣北部與南部的高中職三年級學生，以班級作為單位進行團體施測，測量其個體化與關係雙元自主能力，並透過情境中強調不同適應訴求的操弄，探討雙元自主能力與情境操弄對訊息區辨表現的共同作用效果，以重複檢證雙元自主性模型中對（1）雙元自主能力可以共存，以及（2）不同自主能力各具有範疇優勢性的兩項主張觀點。研究一結果發現：個體化自主與關係自主兩種能力之間具有中度的正相關，再次支持雙元自主取向能力可以相互共存的主張觀點；但兩種自主能力彼此間仍具有可區辨的關聯效度，其中個體化自主能力主要作用於個人範疇的訊息區辨表現上，而關係自主能力主要作用於人際範疇訊息區辨表現上。另外也發現與區辨訊息範疇一致的情境操弄，相較於不一致的情境操弄或是不給予情境操弄，能強化範疇優勢性的作用效果。 為強化研究一的結果，研究二針對研究一的研究限制改善情境操弄的工具與訊息區辨作業，並以台灣北部大學生作為研究對象，其中61位雙元自主能力皆高的雙高組受試者，以及63位雙元自主能力皆低的雙低組受試者。分別邀請至實驗室進行個別的電腦施測，並透過情境脈絡中強調不同適應需求的操弄，再次探討雙元自主能力對訊息區辨表現的範疇優勢性運作機制，結果發現：首先，相對於雙低組，雙高組受試者在個人範疇與人際範疇的訊息區辨表現都比較好，重複檢證雙元自主能力對於訊息區辨的作用效果；其次，相較於不一致的情境操弄或是不給予情境操弄，與區辨訊息範疇一致的情境促發能提升個人範疇與人際範疇的訊息區辨表現。並且發現情境操弄的效果主要作用於發展出高度雙元自主能力的雙高組受試者，在雙低組受試者身上不同的情境操弄則沒有差異，不僅反映出雙元自主能力與情境操弄對訊息區辨表現的共同作用效果，並且重複地驗證雙元自主性模型中共存的理論觀點以及本研究對雙元自主性範疇優勢的運作機制推論。 本文並依據研究發現提出各項討論，論述雙元自主性模型與過去相關文獻與實徵發現的異同。像是（1）該模型採取適應能力的觀點重新詮釋自主性的多元發展取向，進行一系列的實徵研究並且獲得支持的研究結果；（2）採取情境與性格交互運作的系統觀點，說明雙元自主能力的共存與範疇優勢性動態機制；（3）透過非自陳式的訊息區辨表現杜絕共同方法變異的可能威脅，重複檢證該模型的各項理論觀點以及本研究的推論假設；（4）最後針對研究中各項不符合預期的結果提出合理解釋，並且說明未來值得繼續深入探討的相關議題。 / This article has two main goals about verifying the ideas of the Dual Autonomy Model (Yeh & Yang, 2006; Yeh, Bedford, & Yang, 2007; Yeh, Liu, Huang, & Yang, 2007). The first is testing the collective effect of dual autonomy and situational operation on message discernment to support the processing mechanism of the domain superiority hypothesis. The second is using the message discernments as performance criteria variable to prevent the common method variance bias and replicate the each hypotheses of dual autonomy. In study 1, 811 senior high school students from north and south of Taiwan as participants were asked to complete a group-survey in their classrooms. A medium correlation between individuating autonomy (IA) and relating autonomy (RA) replicates the coexistence hypothesis. It was also found a distinguishable criterion-validity confirms the domain superiority hypothesis that IA was greater associated with personal domain message discernment but RA was greater associated with interpersonal domain message discernment. This effect of domain superiority was enhanced only under the congruous situational operation condition, shows the collective effect of situation and autonomy capacity that verifies the processing mechanism of domain superiority. For strengthening the result of study 1, study 2 improves the situational operation materials and the message discernment tasks. 61 college students whose dual autonomy both are higher and 63 college students whose dual autonomy both are lower were recruited as participants for study 2 from school in north of Taiwan. They were invited to a small room separately and asked to complete all of the materials and tasks that were presented on computer. The participants with higher dual autonomy have better message discernments of both domains than the participants with lower dual autonomy, replicates the effect of dual autonomy on message discernments. The congruous situational operation produced greater message discriminations than incongruous or none situational operation. This situational effect was only significant on the participants with higher dual autonomy, shows the collective effect of situation and autonomy capacity, confirms the coexist of dual autonomy, and also verifies the processing mechanism of domain superiority. These results and limitations of these two studies, comparison with the past findings, and considerations for future research are discussed.

行銷學研究的重點，從過去著重在單次交換行為形成的原因，到現在已逐漸延伸為探討如何與消費者建立長期關係，也就是說把早期研究重點從發現消費者的需求、確立產品定位、改善產品品質等方式來滿足消費者，逐漸轉為探討如何建立與消費者的長期關係、取得消費者的信任等相關課題。 　本研究研究目的在於以交易成本理論為基礎，探討可能影響消費者滿意度與忠誠度的原因；研究第二目的，由資產專屬建立強弱與否，來比較消費者態度、忠誠度是否因為產品種類而有不同。同時探討投機主義知覺程度、公司信任度、預期更好商品這些因素對滿意度與忠誠度的影響。 　實證結果發現： (一)顧客滿意度方面：無論入口網站或ISP消費者，對於入口網站或ISP產品表現的滿意度皆會產生對公司的整體滿意度；同時服務的滿意度會影響消費者對入口網站及ISP業者的信任程度；同時對公司的信任度會影響對消費者對入口網站或ISP業者整體滿意度，而且上述關係皆為顯著正相關。 　(二)顧客忠誠度方面：無論入口網站或ISP消費者，對入口網站或ISP業者整體滿意度及對公司的信任度皆會造成顧客的忠誠度，而且為顯著正相關。 　(三)交易成本方面：無論入口網站或ISP消費者，若資產專屬性越高，則轉換成本愈高，且為顯著正相關。在投機知覺方面，兩群消費者皆表現出若投機知覺度愈高，顧客對公司信任度越不足，且為顯著負相關。 　同時根據實證結果，提供業者在交易成本理論下，如何創造顧客滿意度與顧客忠誠度的實務建議。