台灣早期的幼教發展，於政府長時期疏於管理下，導致現今幼教界存在諸多糾結複雜的問題，這些客觀外在環境條件所產生的問題，直接衝擊幼教核心之一「教師」角色的生存空間。在高師資流動性特質之幼教場域中，那些資深專業工作者如何能夠在所處的社會情境脈動中，長時期持續朝向自我選擇之幼教職業道路推進，為本研究的核心關注。透過一位資深幼教工作經歷的園長之生命視窗—她的工作經驗世界，理解幼師職業生涯運轉歷程的樣貌；並從主體生命故事敘說之縱向歷史回顧中，理解其中透露的重要社會結構變遷訊息。 本研究採取質性研究方法中的傳記研究取向，以德國社會學者Fritz Schütze所發展之「敘述訪談法」(narrative interview)進行資料採集工作，訪談一位具有二十九年幼教工作經歷的幼兒園園長。訪談結果整理為敘述文本後，並參照Fritz Schütze所提出的理論建構分析方案，對文本進行結構描述以及概念抽象化分析的整體形塑，以回應欲探究的問題。 經過資料分析過程，逐漸釋出本研究主體—杏芬園長「不成長就會被淘汰」的生命信念意涵，文本透露出自我完成性在主體生命開展歷程中，為一種突破環境限制與期望朝向更好的動力，促使主體一再超越現實環境的限制，萌生其積極性意義。「不進則退」生命觀於時間流動中架構出主體的生活經驗世界，形成生命能量內塑與外推之上揚動力，於接受工作挑戰與追求成長歷程中蛻變。於是可以看出，環境或自我本身的未確定性，雖然帶來了限制，卻也充滿無限可能性。最後，研究者就文本解析之內容，提出「公私幼消長生態下幼師的生存處境」議題進行探討；並且參照Csikszentmihalyi創造力系統論觀點，建立一個類似的系統原型，從個人、學門及領域三個面向，闡釋研究主體長期安身立命於幼教職業工作中的可能因素。 / “Either growing or eliminating”— A description analysis of a kindergarten teacher’s life revolving Due to the lack of management by the government in Taiwan in early years, there are many problems that exist in the field of early childhood education. Those impact the survival of the key personnel, the teachers, in this field directly. In the social context of high turn over ratio of the teachers in this field, how senior teachers keep standing fast at the post and moving forward is the center concern of this research. By interviewing a senior teacher’s working experience, the researcher gets to know the different patterns of the career of a kindergarten teacher; further more, to comprehend the transition of the social structure from reviewing the history in which the story happened. This research adopts biographic study under the qualitative methodology, and collects the data with “narrative interview” developing by Fritz Schűtze, a Germany sociologist. After interviewing a kindergarten principal, Sin-feng, who has been working for twenty-nine years in the early childhood education field, researcher followed Schűtze’s theory construction and analysis to analyze and shape the structure description and abstract concepts. After the process of data analysis, “either growing or eliminating” shows up to be Principal Sin-feng’s belief. The text shows that in one’s life process, self-completion is a motivation that can break through constrains of environment and head to a better situation. Therefore, we can see that although the uncertainty of environment and oneself can be constrains, it can also bring the unlimited possibility. At the end, researcher raised the topic of “kindergarten teachers’ subsistence in the growth and decline of public and private kindergartens” for discussion. Researcher revised and constructed a similar system from the creativity systematic viewpoint raised by Csikszentmihalyi, to explain the possible reasons, from personal, subject, and field aspects, that make the research object stay in the same career for such a long time.

本研究從實務界選擇廣告創意人的準則出發，探討大學教育在因應廣告創意的實務需求時，所提出並加強的課程設計方向。務使大學廣告創意教育所培育的廣告創意人才，符合實務界的用人期待。 廣告是一門實用科學，如何讓教育與實務緊密結合，是廣告教育的最大挑戰。因此課程設計益發重要。在文獻探討中，實務界認為大學廣告課程有太過學術化、脫離現實競爭等議題。實務界希望他們的創意人員，在學校能就概念、技術、溝通三種技巧學習，還要理解廣告公司環境裡的競爭性、官僚行為、內部政治跟商業行為等等；期待創意課程同時涉足判斷力養成、有策略紀律、熟悉國際廣告、團隊精神、提案技巧、對公司政治具備敏感度等等。 在個案研究及深度訪談後，進行對廣告創意課程的設計。個案研究以廣告系修習廣告文案進階課程的學生進行教學實驗。深度訪談則集中在國內各大廣告公司資深創意人對國內廣告創意教育的認識與建議上。 研究發現符合實務界理想的廣告創意課程有下列方向：現實感、發想概念的能力、判斷力的養成、教導想法、職業認知、提案技巧、作品集、加強實務師資、從國際廣告吸取經驗、團隊精神。並據此由實務界觀點出發，結合作者經驗建構出八節符合實務需求的廣告創意課程：1.如何從創意哲學中培養看廣告概念的眼光。2.創意簡報。3.消費者心聲。4.廣告概念。5.創意概念。6.創意執行手法。7.創意素材。8.評估廣告。 / This study started with how advertising agency chose their employees, and how the university advertising creative curricular played their role on educating students to meet the expectation, and how to design or reinforce the current creative curricular. The objective was to educate the students in a way that met the practitioners’ perspective. Advertising was a pragmatic science. How to tie education with practitioners’ expectation tightly was a real challenge. In literature studies, the practitioner considered that the university creative curriculum constrained with over-academic, and lack of the knowledge of competition in real world. The practitioners were looking for creative personnel who studied the skills of concept, technique and communication, as well as the competition, bureaucracy, politics and business reality in the advertising agency. The creative curriculum was expected to teach following disciplines: self-editing, adherence to strategy, exposing to awards annuals, partnership, presentation, agency politics…etc. After conducting a case study and several in-depth interviews, a design for creative curriculum was ready to form. The case study was experimented with students who took advertising copywriting program in university. And the in-depth interviews were from agency’s senior creative personnel who talked about their point-of-views on their knowledge and suggestion for university creative curricular. Research suggested that the creative curriculum to meet the practitioners’ perspective must include the following principles: learning the reality, capable of generating concepts, teaching cerebration, understanding the nature of business, presentation skill, portfolio, uses of practitioners’ experiences, learning from global advertisements, and team work. And based on those practitioners’ perspectives, along with the writer’s personal experience, an eight-lesson program for university advertising creative curriculum was designed: 1. To See an Ad. 2. Creative Brief. 3. Cunsumer Insight. 4. Advertising Concept. 5. Finding the Creative Concept. 6. Some Tools to Create an Ad. 7. Creative Executions. 8. How to Evaluate Creative.

過去「罪惡感」相關的研究，大多集中在哲學、文學、心理學、宗教學的領域，在行銷的領域則甚少提及。即使有關於「消費罪惡感」的相關文獻，也只是將「消費罪惡感」當成影響消費者行為的一個變數來應用，並沒有對「消費罪惡感」本質作探討的相關研究。 因此，本研究先由第一階段的深度訪談，仔細探查「消費罪惡感」的元素、發生時機、情緒內涵、及其對消費者行為的影響，並發展出相關的命題。接著再根據第一階段所推導的相關命題，延伸至第二階段的量表發展。 第一階段深度訪談的25位受訪者包括了學生、上班族、銀髮族，年齡分佈在22-63歲，所描述的產品共57項。根據訪談的結果顯示，「消費罪惡感」可以分解為六種情緒：「猶豫感」、「不捨感」、「擔憂感」、「心虛感」、「後悔感」、「內疚感」。另外，「消費罪惡感」發生的時點除了購買前的「預期性消費罪惡感」以及購買後的「反應性消費罪惡感」外，還包括了購買中的「進行性消費罪惡感」。其中，「預期性消費罪惡感」的主要情緒為「猶豫感」、「進行性消費罪惡感」主要的情緒為「不捨感」、「反應性消費罪惡感」的主要情緒為「後悔感」及「內疚感」。至於「消費罪惡感」對消費者行為的影響方面，當消費者產生了「預期性消費罪惡感」會使消費者的「購買意願」降低，而當消費者感受到「反應性消費罪惡感」時，在短期內對類似產品的「再購意願」會降低。 第二階段的量表發展，經過多次專家對初步發展的題項進行評估，並確認專家意見歸類準確，才進行兩次量表純化、效標關聯效度的檢測、以及量表鑑別度分析，據此確立「預期性消費罪惡感量表」及「反應性消費罪惡感量表」。本研究並根據確立的量表驗證第一階段的命題，結果顯示，不同發生時點的消費罪惡感所表現出的核心情緒與推導出的命題一致。此外，本研究亦在量表發展完成之後，進一步將其修改為衡量單一商品的「特定商品消費罪惡感量表」，並以此量表檢測消費者在某特定商品上之消費罪惡感，結果顯示，針對特定商品的「預期性消費罪惡感」與「反應性消費罪惡感」為負相關，與「一般性消費罪惡感量表」之正相關相異。 整體而言，本研究不僅對「消費罪惡感」的本質作了深入的探究，讓「消費罪惡感」之定義更加明確，且解釋了不同消費罪惡感發生時機之情緒內涵的差異，並據此發展出「消費罪惡感量表」，以為未來「消費罪惡感」相關研究之適切衡量工具。 / Guilt is a negative state that individuals experience in reaction to either a positive but undeserved event or a negative but deserved event. Despite its negative valence, guilt is considered a functional emotion, because it informs individuals that they have violated personal or social standards and motivates reparative action. In a consumption context, guilt has been linked to impulsive buying, compulsive consumption, and overspending. This guilt about consumption is usually named “Consumer Guilt.” Although previous research has defined consumer guilt, the measurement of consumer guilt is still not available in previous research. Therefore, this study focuses on the construct of consumer guilt and intends to explore when consumer guilt occurs. In order to find out the constructs, timing, and measurement of consumer guilt, 25 respondents were reminded with a shopping situation which consumers usually have the feelings of guilt. The interviewees were also requested to recall their last consumer guilt situation. This research employed the critical incident techniques and the main study contains 57 consumer guilt events. The results illustrate three major findings. First, through collecting, sorting and analyzing 56 events, the results pointed out consumer guilt had six constructs of emotion: hesitation, fear, scruple, reluctance to spend, regret, blame. Second, the past researches indicated consumer guilt can divide into two categories: reactive guilt and anticipatory guilt. This study finds that besides anticipatory consumer guilt and reactive consumer guilt, consumer guilt occurs at the point of buying. We name it proceeding consumer guilt. Third, the major construct of anticipatory consumer guilt is hesitation, the major construct of proceeding consumer guilt is reluctance to spend, and the major construct of reactive consumer guilt is regret and blame. Based on these results, we define the construct of consumer guilt to be measured, and generate items that pertain to the construct. Then determine the reliability and validity of these items. The anticipatory consumer guilt scale and the reactive guilt were developed to capture the concept of consumer guilt. The scale successfully met standards for internal reliability, content validity, criterion-related validity, and construct validity.

改革開放以來實施的經濟改革，造成中共內部貪汙腐敗之現象日益嚴重，因此，新聞傳播媒體被賦予扮演權力監督機制的一環，針對一些違法亂紀的政府單位或商人進行監督懲處。然而，不同於西方新聞媒體的角色，在中共威權政體之下，輿論監督必須遵守黨國體制的輿論監督規範，以維持中共統治之合法性。為了探討中共輿論監督之樣貌，以及影響輿論監督的背後因素，本文以中央電視臺《焦點訪談》節目內容作為分析個案，在理論觀點上，以葛蘭西的文化霸權為基礎，結合理論與實證，以2013年該節目之新聞報導內容作為個案資料，討論國家對傳媒的影響，以及《焦點訪談》對政治和社會造成的影響，在此論述過程中，試圖釐清威權主義國家輿論監督的報導原則。 / The economic reforms in China after the opening policy, the corruption in the Communist Party of China (CPC) has become more and more severe.The media, consequently, has been used to endow itself with mechanism of supervising power, aiming at supervising and punishing the government department and businessman breaking laws and violating discipline.However, different from the western media, the public opinion supervision needs under the authentic regime of CPC,to abide by the public opinion supervision regulations of Party-State system.This thesis taking the Focus Report, program of China Central Television (CCTV) as the analysis case, will inquire into the public opinion supervision of CPC and the influencing factors behind it.And based on the cultural hegemony of Gramsci as the theoretical perspective, this thesis, combing the news report of Focus Report in 2013 to discuss how a country to influence its media and the influence for the politics and society of the program itself, will clarify the report principle of public opinion supervision of authoritarian state.

本研究旨在探討未婚男性的愛情觀。探究個人的愛情經驗在他們的生活中所扮演的整體角色，以歸納出愛情對他們個人的意義。並以研究所獲得的結果為基礎，進一步比較當代相關的理論，發展符合本土愛情現象的論述。 　　研究方法以現象學探索個人「生命世界」的方式為出發點，採用深度訪談及焦點團體來蒐集資料，邀請十一位受訪者參與訪談。訪談資料以現象學方法為基礎發展出基本架構，輔以研究者的主觀知識來完成整體男性愛情觀的詮釋與討論。主要的研究發現如下： 一、受訪的男性在青少年時期大多缺乏兩性親密互動的經驗，他們往往會藉由追求愛情來肯定自己、探索兩性關係。男性在挑選對象時相當注重外表，女性美麗的外表對他們個人的意義，在於帶給他們愉快的感受、性的快感，自我肯定，他們並會藉著女性的外表來判斷她們的內在。 二、男性在愛情關係中常扮演主動的追求者，在不斷追求愛情的經驗中，他們漸漸累積了對真實兩性關係的瞭解，以及兩性互動深刻的體驗。在愛情經驗的累積中，他們滿足自己的需求，像是自我肯定、自我成長、征服感、被關愛、被照顧、擺脫孤獨、性需求等等。透過這些需求的滿足，他們感到愛情的意義。但是對於維繫長期關係所需要的付出、犧牲自由、情慾限制、卻常讓他們感到痛苦。並且無論在他們的內心，以及他們和女友的互動中，都容易會產生不少的衝突。這樣的衝突本身不易解決，往往他們期待脫離當下的親密關係，尋找更適合自己的愛情。 三、整體來說，男性的愛情中包含了以性為主體的親密感，這樣的親密感不只是一種慾力的宣洩，而是包含著身體與心理的親密互動，甚至是一種能達到精神安定的對話關係。此外，愛情還是男性們滿足各種個人需求與成長的一個過程，端看他當下所期待的需求與成長是什麼。而在愛情關係中所獲得的成長，往往也是一種改變，推動他們再尋找最適合他們的愛情關係。 　　最後依據以上的研究發現，提出有關於男性、女性、諮商者以及未來研究的建議。 目 錄 第一章 緒論 1 第一節 研究動機與目的 1 第二節 研究範圍的界定 12 第三節 本研究的限制 13 第二章 文獻探討 15 第一節 愛情的本質 15 第二節 愛情的來源 20 第三節 愛情的過程 24 第四節 兩性特質及其社會化影響因素 28 第五節 相關知識在本研究中的定位 33 第三章 研究方法 34 第一節 研究進行的架構 34 第二節 研究對象的選取 37 第三節 研究者自我涉入與自我檢核 42 第四節 蒐集資料的程序 45 第五節 資料整理與分析 56 第四章 研究發現 64 第一節 對象的挑選 64 第二節 愛情的追求 80 第三節 關係的發展 96 第四節 愛情的意義 109 第五章 結論、討論與建議 125 第一節 研究結論與討論 125 第二節 建議 156 參考書目 162 附錄 169 附錄一 訪談邀請函 169 附錄二 焦點團體邀請函 171 附錄三 訪談契約書 173 附錄四 個別訪談大綱 174 附錄五 田野日誌 175 附錄六 焦點團體訪談大綱 176 附錄七 個別訪談意義單元編輯舉例 177 附錄八 D的中心主題、開放編碼舉例 179 附錄九 個別訪談核心單元編輯舉例 180 附錄十 個別訪談的初步分析結果大綱 182 附錄十一 焦點團體訪談稿意義單元編輯舉例 184 附錄十二 研究方法的背景哲學 191 附表目次 表一 張老師近年求助問題前三名摘錄表 1 表二 台北市「生命線」近年求助問題統計資料 2 表三 愛情的內涵 3 表四 本土心理學界的愛情質性研究 6 表五 愛情的來源 22 表六 愛情的過程 27 表七 台灣男女兩性的特質 29 表八 研究對象的個人基本資料 37 表九 不同文化下的男女特質差異 136 附圖 圖一 研究進行的基本架構 35 圖二 資料分析的步驟 57 圖三 研究發現的初步架構 60 圖四 加入焦點團體資料後的研究發現架構 62 / The purpose of this study is to acquire the awareness of love of single males. This study tries to find the role of love in their lives to define their attitudes toward love. After all, this study compares the finding with contemporary theories, and tries to produce some discourse of romances in Taiwan. 　　Eleven interviewers have participated in this study. The phenomenological deep interview and focus group were adopted to collect data, along with the method of Phenomenological Psychology to analyze data. Finally, some hermeneutic approaches were used to illuminate the finding. The main findings were as the following. 　　First, most interviewed males lacked experience of mutually sexual interaction at their teens. They used to confine themselves and explore bi-sexual relations through the pursuing of love. Males intended to care about the appearance of females, as the beautiful appearance is of significance for them. Males judged the existence of females by the appearance of females, as it accommodated males with delighted feeling, sexual contentment, and self-confidence. 　　Secondly, Males frequently played an aggressive role in the process. Males accumulated their understandings of sexual relationship and experience of impressing sexual interaction. They were mentally and physically fulfilled with self-ascertain, self-growth, sense of conquering, being loved, being cared, and sexual interaction. Through the satisfaction of these needs, they aware the meanings of love. They, however, felt uncomfortable with the consistently long term giving, sacrifice of freedom, and control of sexual desires Such conflicts were not easily resolved, and they led males to pursue more suitable love under the present expectations. Literally speaking, love attitude of bachelors consists of intimacy mainly. Such intimacy contains physical and mental interactions and even the achievement of dialogue relations of spiritual comfort, rather than an outlet of desires. 　　Furthermore, love is also the process of various needs and self-growth at the moment of what makes expect to obtain and to be. The growth mostly in love relations is a change as well. It motivates males to define a more suitable relationship among themselves and others. 　　Based on the above findings, comments are made for males, females, consolers, and future advanced research.

會所為近年來我國新興之非營利組織，其基本性質應該屬於精神障礙障者病友自治團體，其發展係源自於美國活泉之家，目前我國全部僅有五所，但其中二所卻因故不得不嘎然結束原有之經營，殊為可惜。 本研究之方法，係採取質性研究方式，並對5所會所實際擔任經營管理之負責人作深度訪查。 本研究主要之目的，係在探討以下幾點： （一）探討如何延續已經創造之公益模式，能夠繼續永續經營。 （二）以資源管理模式，探討關鍵成功或失敗因素，供其他類似非營利組織做參考。 （三）保障並增進弱勢精神障礙者權益。 （四）為醫療體系運作創造一個參考架構之典範，作為修正現有精神醫療機構過度營利化、公司化之趨勢。 本研究在以資源為基礎來探討會所之經營管理模式後，獲得之主要結論，有以下幾點： （一）國內會所經費來源大多依靠政府補助支援，多半超過50％之比重，相對而言，自籌款比率偏低，亦即會所之資源來源，主要由政府提供。 （二）國內會所除與原先設置之非營利組織緊密相連結外，多數並未正式去連結其他組織以獲取外部資源。 （三）國內會所或許因為草創之初，經營規模尚未達到一定程度，因此，尚未使用經營管理所使用之績效與策略工具。 （四）國內會所逐漸往申請國際認證之經營管理方向前進，在引進更多外部資源，尤其是知識與技術資源，以強化其核心能耐。 本研究之結論，在經營管理上之意涵，主要有以下幾點： （一）降低過渡外部資源之依賴比重：會所於開辦與立案之初，應積極獲取政府所提供之資源，但為永續經營，必須逐漸減少依賴政府資源，降低政府補助佔總收入之比例。 （二）開發新資源：與企業合作，包括公益行銷、異業結盟等。 （三）減少成本，增加效率：訂定績效指標。 （四）ICCD認證：加入國際認證，其優點在於，可以建立政府補助之標準，也可以確保國際品質、建立品牌形象、獲得國際知識與技術等資源。 （五）設置委員會審查機制：會所內部應設置委員會，聘用引進外部獨立、公正之人士，以便審查內部業務，使內部財務等資訊透明，可增加外部資源連結，增加社會大眾給予資源挹注之願意與信心，可同時提升募款之比重、減少政府補助之比例、以及強化會所治理之機制。 / Clubhouse is an emerging non-profit organization in Taiwan in recent years. It is one kind of self-help group for mental handicaps and is originated from Fountain House in U.S.A. There have been 5 clubhouses set up with 2 of them resulting to an end because of certain causes. The outcome of this scenario is pitiful. The method of this thesis is qualitative and make in-depth interview with persons who materially manages in each clubhouse. The aims of this thesis are as follow: (1) Exploring how to sustain this clubhouse model which has built up in the way of charity. (2) Exploring the key success factors and the key failure factors in terms of resources, and proving these factors to other similar non-profit organizations for comparison. (3) Protecting and Promoting the rights and interests of mentally vulnerable population. (4) Providing a reference model for modern healthcare organizations which tend to be over-profiteering like companies. After exploring the model of management in terms of resources, the conclusions are made as follow: (1) Most of clubhouses in Taiwan are sponsored chiefly by government with more than 50%, in other words, relatively less from raising funds. (2) All clubhouses are closely interrelated with their affiliated organizations which set up them, however loosely and informally with other non-profit organizations. (3) All clubhouses in Taiwan have not yet used strategic tools such as BSC for management, probably due to still in early developmental stage with small scale. (4) All clubhouses in Taiwan have plans in the future to receive certification from ICCD in order to obtain resources, especially knowledge and skills, with promoting their own core competence. Addressing to implications of management, this thesis conclude several points as follow: (1) Decreasing the percent to be dependent to outside resources. (2) Developing new resources other than sponsorship from government. (3) Decreasing cost and increasing efficiency under establishment of performance indicators. (4) Getting qualified with a certification issued by ICCD. (5) Establishing an independent committee of review as an oversight mechanism.

本研究主要在瞭解數位典藏運用於國中生物教學的現況，以國中生物教師與國一學生為研究對象，探討生物教師使用數位典藏網站尋找教學資源的相關經驗，以及應用於生物教學的教學成果，並從這些經驗中分析出目前數位典藏運用於生物教學的現況，提出相關建議以提供生物教師教學上之參考。研究目的包括：瞭解國中自然與生活科技領域生物教師尋找教學資源的方式，使用數位典藏網站蒐集教學資源的經驗以及應用於生物教學的效果與看法，瞭解數位典藏網站應用於國中生物教學時學生的學習效果，綜合生物教學現況，提出改善方法與建議。 本研究採用訪談法與問卷調查法，以數位典藏生物相關網站為主要研究範圍，研究對象以國中生物教師與國一學生為主，針對數位典藏運用於教學的成果，訪談5位國中生物教師，瞭解教師運用網站教學的過程與教學效果，以及選取國一5個班每班30位學生為問卷施測對象。將5位教師的訪談資料綜合分析與歸納，以及學生問卷統計與分析，提出研究結果。 研究結果，本研究分別從「教師訪談」與「學生問卷」兩個面向提出研究結論。於教師訪談面向得出結論為：（一）收集生物教學資源的管道與使用網路蒐集教學資源的動機方面：收集生物教學資源的管道以網路資源、多媒體教學光碟以及報章雜誌為主，使用網路蒐集教學資源的動機在於網路資源豐富與多元、不受時間與空間的限制、使用網路尋找教學資源方便與快速、數位化資料方便教師整理教學資源與製作補充教材。（二）使用數位典藏網站蒐集生物教學資源的優點與困難方面：優點包括網站資料豐富且適合生物教學使用、資料逐年更新與增加以及具權威性且值得參考。其困難點包括適合教學使用的資料不夠豐富、資料不易查找、特殊檔案類型無法下載或下載後無法開啟。（三）數位典藏網站資源運用於生物教學的成果方面：提供學生互動、多媒體的學習方式，使教學活潑有趣；圖片素材豐富，能使學生的注意力集中，配合學習單與作業練習，引導學生做課後延伸學習。（四）數位典藏網站運用於生物教學的現況與困境方面：生物課程時間有限，使用數位典藏網站教學的機率不高；學校上網速度、電腦設備以及教師本身資訊的應用能力，是教師決定是否使用數位典藏網站的原因之一；相關的教學補充資源豐富，容易取得與播放，使用數位典藏網站機率降低。 於學生問卷面向則分別從「數位典藏網站應用於生物教學的看法與學習成果」及「數位典藏網站應用於生物教學的優缺點」兩方面做成結論。（一）數位典藏網站應用於生物教學的看法與學習成果方面：學生對於網站教學方式感到新奇有趣，網站上的圖片與影片能幫助課程內容的理解，網站上的資訊比課本豐富，與老師互動的機會變多，以及課後延伸學習資料豐富。（二）數位典藏網站應用於生物教學的優缺點方面：在優點方面，學生認為上課活潑有趣、圖片生動容易懂以及比課本資料更豐富多元；在缺點方面，包括內容太多、複雜難懂、用網路學習覺得麻煩以及無電腦與網路就無法上課。 根據研究結果，本研究提出之建議包括：（一）建置國中教學專區於數位典藏網站；（二）建議針對數位典藏內容再予加值運用；（三）開放下載使用數位典藏網站資源；（四）建構完善的學校網路環境；（五）增加網路授課時間；（六）提升教師資訊應用能力。 / The study is mainly to understand the situation of digital archives applied to biology teaching at junior high schools; targeting biology teachers at junior high schools and the first year junior high school students to explore related experiences of biology teachers using digital archives website to seek for teaching resources and the teaching outcomes applied to biology teaching, to analyze the situation of digital archives applied to biology teaching from these experiences for the time being, and to propose suggestions to biology teachers in terms of a reference to teaching. The research purposes include : understand the way the biology teachers at junior high schools search for teaching resources in nature and life science fields, their experiences in collecting teaching resources over digital archives website and the effects and viewpoints of applying digital archives to biology teaching, so as to understand the learning effect of digital archives websites on students while applying to biology teaching at junior high schools. The study introduces interview and questionnaire survey and follows a scope of digital archives related websites; targeting biology teachers at junior high schools and the first year junior high school students, with 5 biology teachers at junior high schools interviewed upon the outcomes of digital archives applied to teaching in order to understand the process of website teaching used by teachers and the teaching effect, and with 30 students of the 5 classes of first year student selected as questionnaire respondents, in which the research outcome will be proposed after comprehensive analysis and summary of interview data with 5 teachers, as well as a statistic analysis of student questionnaires. The study is concluded in terms of two perspectives – “teacher interview” and “student questionnaire”, respectively, in which the conclusions made from the perspective of teacher interview are : (1) channels to collect resources for biology teaching and the motives to use the internet to collect teaching resources : channels to collect resources for biology teaching are web, multimedia tutorial CD and newspapers/magazines-based, the motives for using internet to collect teaching resources - abundant and diverse resources online, no time and space limit, convenient and rapid search of teaching resources online, e-data helps teachers consolidate and make supplementary course materials. (2) Advantages and difficulties in using digital archives websites to collect resources for biology teaching : the advantages include rich website data that fit for biology teaching, update and addition of information from year to year make the data authoritative and is worth referencing. The difficulties include insufficient data for teaching, inaccessibility to data, unavailability of special file type download and opening after download. (3) Outcomes of website resources of digital archives applied to biology teaching : provide students an interactive and multimedia learning manner and enable a vivid and interesting teaching; rich picture materials to get students’ attention along with learning sheet and assignment practice to guide students to conduct learning after school. (4) Situation and dilemma of digital archive website applied to biology teaching : a limited biology curriculum has enabled low probability of teaching over digital archive website; the internet speed, PC equipment at schools and teachers’ capability in applying the information, are one of the reasons for teachers to decide whether to use the digital archives website; rich supplementary resources for related teaching, accessibility and playing have reduced a chance of using the digital archives website. The conclusions of student questionnaire were made from the “viewpoints and learning effect of digital archives websites applied to biology teaching” and “advantages/disadvantages of digital archives websites applied to biology teaching” respectively. (1) “viewpoints and learning effect of digital archives websites applied to biology teaching”: a manner of teaching online is new and interesting to students, the images and videos on the web help understand the course contents, the information online is more abundant than that of books, there will be more chance to interact with teachers and rich data for extended learning after school. (2)“advantages/disadvantages of digital archives websites applied to biology teaching”: the class is interesting and cheery to students in terms of advantage aspect, the vivid pictures are easy to understand and are more diverse and abundant than the textbooks; while too much contents, complicated and hard to comprehend, it is bothering to learn over internet and you can’t have class without a PC and internet connection are the disadvantages. The suggestions proposed by the study upon the research outcome include :(1) establish special zone for junior high school teaching on the digital archives websites; (2)add value to the contents of digital archives and make use of it accordingly; (3) availability of download of digital archives website resources ;(4)construct a complete e-environment at schools; (5)extend hours of e-class; (6) foster teachers’ capability in applying the information.

本研究主要以2005年縣市長與縣市議員選舉為研究對象，增補過去網站評估指標之不足，以重新建構之親切性、互動性、資訊性、工具性、連結性、動員性、與涉入性七大指標，先以「內容分析法」針對候選人競選網站之呈現與候選人角色進行比較分析，探究選舉類型、候選人特質、政黨等因素在網站表現上是否呈現差異；其次，針對台北縣長候選人競選網站與部落格，「深度訪談」其建置者，比照北縣長候選人網站與部落格實際表現情形。 研究發現，「選舉類型」與「政黨類別」是影響網站表現的二個因素，縣市長候選人網站在親切性、資訊性表現均較縣市議員精彩；此外，候選人網站與部落格的表現出之差異與特色如下：一、政治性的網站，去政治化的部落格；二、部落格文章多以感性、正面為主；三、部落格較具候選人個人化色彩；四、候選人網站與部落格均以直接形象呈現為主；五、候選人部落格超連結運用情形仍未普遍；六、線上捐款尚未盛行。 本研究並發現，候選人部落格（Candidate Blog）普遍具有混雜（hybrid）的特質， 因此不適用於過去部落格之「非個人即議題」或「非議題即個人」全然武斷的劃分，建議後續在探討部落格時，應視「候選人部落格」為一獨立子題予以討論。

論文摘要 隨著資訊及運輸科技的日新月異，人與人之間的互動已不再受距離或空間影響，「地球村」的觀念已然成型，相對「人際傳播行為」也因為跨區域、跨國界而更加複雜及重要。例如錯誤的「人際傳播策略」搭上不同的文化背景，便引發了嚴重的911攻擊事件；而近來引起國內八卦風潮的「璩美鳳光碟事件」也是由於處理不當的人際關係所引起的，如果這兩個事件的當事人(或政府)可以在事前便清楚該問題並採取正確的「人際傳播策略」，則所有的災難可能早就「消弭於無形」之間了。 人際傳播重要的「認知、過濾」理論－隱性人格論(Implicit Personality Theory)，常被用於解釋人際互動間進展及是否持續接觸的重要理論之一，它牽涉到訊息蒐集、篩選、判斷等認知處理過程，同時也被引申到人際傳播的效果闡述上，經過多年來的論證已顯示此理論對於人際交往及傳播的影響層面是無庸置疑的，不過當面對被視為未來趨勢的虛擬網路世界時，隱性人格理論是否仍在網路交往過程中扮演一重要角色，抑或是會產生本質的改變，還是根本毫無影響，目前似乎沒有任何具體答案，因此如何將已精粹成形的人際傳播理論運用在網際網路中的人際傳播上，相信該是「人際傳播學」在21世紀開啟的此時最迫切的課題。 本研究嘗試從訊息處理過程AID(A)的不同階段切入，並採用深度訪談方式訪問數位IRC的重度使用者，探討他們在網路聊天室內對於交談對象的虛擬人際互動過程，進而了解在網路的交往過程中是否一如真實世界中一般，有「隱性人格理論」所描述的現象產生；或者另有其他角色及影響層面。 經本研究歸納深度訪談內容及訊息，顯示「隱性人格理論」在虛擬的網路世界中的確存在且有其不同層面的影響力，不僅在互動過程中該理論的現象發生得更早，並且牽涉到更多自我主觀的認知判斷，但相對真實世界而言，該判斷是比較脆弱且易變的，也間接顯示出網路人際關係與現實世界中的交往是有本質上的差異。 / THESIS ABSTRACT The interaction among people is no longer limited by distance or space according to the development of new technology for information and transportation. The concept of ‘Global Village’ has been formed and ‘interpersonal communication behavior’ is getting more and more complicated and important as it is among the regions and across boundaries. For instance, serious attacking event of ‘911’ was caused by incorrect ‘communication strategy’ and different cultural background; and the ‘Ms. Chu event’ was also caused by inappropriate interpersonal relationship. These great sufferings could be avoided if the people or governments involved in those two events could have clarified the problems and taken proper ‘communication strategies’ in advance. ‘Implicit Personality Theory’, an important theory of ‘recognition and filtering’ in interpersonal communication, is a theory that was commonly applied to explain the progress of interpersonal interaction and to confirm the continuous connection. It involves in the process of handling recognition on information collection, screening, and judgment, etc. Other than that, it is also extended to elaborate the effect of interpersonal communication. After years of expound and prove, it is obviously that this theory has been demonstrated a deep impact to interpersonal association and communication. However, when facing the so-called future trend of virtual cyber world, there is still no concrete solution whether ‘Implicit Personality Theory’ will play an important role in the cyber world? If there an essential change will be occurred, or even no any influence at all. Consequently, it is considered the most urgent issue in the opening of 21st century that how the maturely formed ‘interpersonal communication theory’ can be applied to interpersonal connection in the cyber world. This study tried to get in from the different phases of AIDA in the process of handling information, and from an in-depth interview of several heavy users of IRC to explore the process of virtual interpersonal interaction to the chatting partner in internet chat room and further to understand if the phenomenon as described in ‘Implicit Personality Theory’ will be occurred in the process of cyber association, just the same as that in the real world, or if there any other party and object will be impacted. It was demonstrated that ‘Implicit Personality Theory’ exists in virtual cyber world and impacts to different parts throughout the induction of the contents and information from the in-depth interviews. The phenomenon of this theory not only appeared earlier in the process of interaction, but also more involved in judgment of recognition from self subjective. However, for the real world, this kind of judgment is weaker and easier to change, and indirectly shows that there were essential differences between cyber interpersonal relationship and real world communication. / 目錄 目錄．．．．．．．．．．．．．．．．．．．．．．．．．．．．．I 表目錄．．．．．．．．．．．．．．．．．．．．．．．．．．．．II 圖目錄．．．．．．．．．．．．．．．．．．．．．．．．．．．．III 第一章 概論 第一節 研究動機．．．．．．．．．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．．．．．．． 3 第三節 研究問題．．．．．．．．．．．．．．．．．．．．． 4 第二章 文獻探討 第一節 人際傳播之定義．．．．．．．．．．．．．．．．．． 5 第二節 人際傳播的理論基礎．．．．．．．．．．．．．．．． 9 第三節 隱性人格理論．．．．．．．．．．．．．．．．．．．10 第四節 網際網路與人際傳播．．．．．．．．．．．．．．．．16 第五節 網路人際傳播．．．．．．．．．．．．．．．．．．．17 第六節 網路即時聊天．．．．．．．．．．．．．．．．．．．21 第三章 研究方法 第一節 研究架構－A-I-D模式．．．．．．．．．．．．．．． 27 第二節 研究方法．．．．．．．．．．．．．．．．．．．．．29 第三節 研究對象．．．．．．．．．．．．．．．．．．．．．31 一、 設定合格受訪者條件．．．．．．．．．．．．31 二、 受訪者選取．．．．．．．．．．．．．．．．33 第四節 研究設計．．．．．．．．．．．．．．．．．．．．．35 一、 研究工具．．．．．．．．．．．．．．．．．35 二、 進行程序．．．．．．．．．．．．．．．．．37 第四章 研究發現 第一節 研究對象共同特性 ．．．．．．．．．．．．．．．． 41 第二節 第一階段－“A”ttention注意 ．．．．．．．．．．．．． 42 一、 在IRC中．．．．．．．．．．．．．．．．．．42 二、 在真實世界中．．．．．．．．．．．．．．．．46 第三節 第二階段－”I”nterest興趣 ．．．．．．．．．．．．． 47 三、 在IRC中．．．．．．．．．．．．．．．．．．47 四、 在真實世界中．．．．．．．．．．．．．．．．55 第四節 第三階段－“D”esire欲望．．．．．．．．．．．．．．．56 一、 在IRC中．．．．．．．．．．．．．．．．．．57 二、 在真實世界中．．．．．．．．．．．．．．．．60 第五節 總整理．．．．．．．．．．．．．．．．．．．．．．．61 第五章 結論與建議 第一節 研究結論．．．．．．．．．．．．．．．．．．．．．．66 第二節 檢討與建議．．．．．．．．．．．．．．．．．．．．．69 參考文獻．．．．．．．．．．．．．．．．．．．．．．．．．．．． 72 附件一：1996∼2001年蕃薯藤網路使用行為大調查．．．．．．．． 78 附件二：一對一深度訪談過錄文稿．．．．．．．．．．．．．．． 83 附件三：受訪者背景與網路即時聊天室使用經驗簡介．．．．．．． 111 圖表目錄 圖目錄．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．II 圖2-1-1 傳播金字塔 5 圖2-1-2 5W公式 6 圖2-1-3 人際傳播的基本概念 8 圖2-3-1 交際關係的六個階段 13 圖2-5-1 微軟Out-look的e-mail 19 圖2-5-2 台北科技大學紅樓BBS資訊站 19 圖2-6-1 IRC多對多互動聊天畫面 22 圖2-6-2 IRC「悄悄話」一對一聊天房間 22 圖2-6-3 可針對特定對象，選擇擬人化動作 25 圖3-1-1 隱性人格理論的內向傳播過程 27 圖3-1-2 AIDA模式 28 圖3-1-3 研究架構 28 圖3-3-1：英國網路重度使用者定義圖示 32 表目錄．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．III 表2-1-1 人際傳播理論 9 表2-5-1 網路人際傳播介面比較表 20 表3-2-1 質化研究與量化研究的取向觀點 29 表3-2-2 質化與量化研究的差異 29 表3-3-1 網路使用時數描述性統計結果 33 表3-3-2 網路上癮者與非上癮者網路使用時數t檢定 33 表3-3-3 受訪者簡介 34 表4-5-1 兩種場域「推測性格」行為不一致的受訪者 41 表4-5-2 兩種場域「意願受影響」行為的差異 41 表4-5-3 受訪者與陌生人接觸的差異化比較表 42

過去多數西方和俄羅斯學者透過制度的探討，指出治理問題、執法無效、市場改革不足等俄羅斯市場邏輯的結構性弱點，本文提供了一個新的視角，說明為何俄羅斯中小企業缺乏積極性合績效。本文指出，俄羅斯是歷史悠久的國家，儘管歷經幾十年的市場改革，許多不利於創業的社會文化至今仍然存在，俄羅斯社會變遷趕不上制度改革之速度，仍遵循蘇聯社會以及更古老俄羅斯思維。這些文化以不同方式仍然存在於現代俄羅斯社會，大幅阻礙市場改革的實現。以臺灣和俄羅斯田野調查的資料為基礎，本文比較俄羅斯和台灣社會文化因素，呈現兩國之間完全不同的價值觀和規範，及其對於現今俄羅斯和台灣社會的影響，由此證明以往制度性研究所忽略社會文化的作用和影響。 / In the past, most Western and Russian scholars applied the Institutional Approach to point out governance, ineffective law enforcement, lack of market reform and other structural weaknesses of the Russian market economy. This paper provides a new perspective as to why small and medium Russian enterprises experience lack of motivation and performance. This article points out the historical heritage of Russia as one of the reasons, showing that after decades of market reform, most traditional socio-cultural obstacles for entrepreneurship still exist in modern Russian society. The changes of Russian society are far behind institutional reforms and Russian mentality is still inheriting the spirit of Soviet society or even ancient Russian history. These old cultural norms and traditions still exist in different ways in modern Russian society, significantly obstructing the implementation of market reforms. Based on field survey data from Taiwan and Russia, this paper lists and compares Russian and Taiwanese socio-cultural factors, showing completely different values and norms between the two countries and their social impact in modern Russia and Taiwan. Thus proving that previous research based on the Institutional Approach has ignored the significance of social culture and its influence.