各章之內容，玆扼要說明如次： 第一章緒論，闡明研究目的，範圍及研究程序。 第二章說明我國現行土地登記制度之特點，並分析現行登記作業之流程與業務量成長 之趨勢，以檢討現行登記作業問題癥結之所在。 第三章從費用成本，作業時效與設計技術等方面，分析登記作業電腦化之可行性。 第四章乃試擬登記作業電腦化之方法和資料庫之模式，並評估其系統建立後之效益。 第五章說明登記作業電腦化時，有關人力、設施，法令及作業轉換等應如何配合。 第六章結論，乃根據上述研究結果，檢討尚待研究之未來方向。

傳統上透過行銷研究，如設計問卷透過市場調查、問卷調查等等活動來取得消費者資訊，但在資訊化的時代，利用POS系統所收集到且存在於資料庫中的銷售資料，忠實紀錄所有消費者的消費行為，其中亦隱含著消費者對品牌忠誠度、產品偏好性、價格敏感度等等消費行為。藉由著這些基礎，可進一步探索顧客輪廓(Customer Profile)、顧客忠誠度(Customer Loyalty)及顧客保留率(Customer Retention)，同時預測未來各種行銷活動的可能結果；進而擴大其應用範圍，進行新客源、新產品的開發工作。本研究以資料庫行銷、資料探勘等等理論基礎、統計學技術等等方法，以居家用品業為例，進行資料庫行銷(Database Marketing)的實證工作。實證資料來源為「生活工場」連鎖居家用品店現有之基本資料。並以此資料為基礎，探究顧客購買的消費特性，並以其類別、系列分析其產品關聯性審視其產品組合類別。另外一方面，利用資料庫中的銷售資料及VIP基本資料，以RFM(Recency, Frequency, Monetary)顧客分群方法，分離出不同的顧客族群，並在每一個族群中作交差比對(Cross-Checking)，探究各族群的顧客輪廓及其消費特徵。利用門市基本資料、銷售明細資料等，分析出地域消費特徵。最後，再以金卡、貴賓卡、生活卡三大族群的消費特性及與RFM族群之交差比對，並計算出不同卡別的顧客終身價值(Customer Lifetime Value, CLV)，以期提供「生活工場」與國內連鎖零售體系之產業，未來在對顧客關係經營之參考。 / In tradition, marketing research acquires the information of consumers through questionnaire design, marketing survey, etc. However, in the information age, the POS system is capable to collect the sales information and record them in the data base. It precisely records the consumer behaviors which include the brand loyalty, product preference and price sensitivity. Based on the information, it could more deeply discover the customer profile, customer loyalty and customer retention. It can also forecast the possibility of marketing event for the future and expand to other applications such as new customer creation and new product development. This research, based on the theory of database marketing, data mining methodology and statistic technology, substantiates database marketing in a case study of a home center. Actual data are provided by Working House, a home center chain store. Those data bases establish a foundation of exploring the consumer purchasing characteristic, analyzing series of product classifications and examining the product association and combination. On the other hand, based on the sales information and VIP database, RFM (Recency, Frequency, and Monetary) is utilized to cluster customer segments and research the customer profiling and shopping characteristic by cross checking each shopping group. Data from store locations and sales information are thus employed to explore the geographic characteristic of shoppers. In conclusion, based on the usage data of Gold Card, VIP Card, and Working House Card and cross checks with RFM clustering groups, the Customer Lifetime Value (CLV) of each card will be calculated and accumulated to provide Working House and other retailers the reference for managing customer relationship in the future.

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

由於台灣網路ICP新聞資料庫已被消費者大量搜尋、閱讀與使用，本研究選擇提供網路新聞內容查詢為主要服務項目的聯合知識庫為對象,進行實證探討。在聯合知識庫的網站的首頁上，針對網路族群為樣本對象，將問卷置放於網路環境以供填答。總共回收2817份有效樣本。 本研究應用G.B.Sproles 與E.L.Kendall(1986)兩位學者之論文發展出消費者決策特性的量表；同時為了測量消費者對服務品質的重視程度，依照了 Parasuraman、Zeithaml、及Berry(1988)三位學者所建構的SERVQUAL量表來做為ICP內容查詢服務特性的20個變項的尺度；然後再選擇廣為採用的四種線上收費模式來進行偏好的實證分析。而整個研究架構的支撐是以消費行為學者Del.I. Hawkins, Roger J. Best & Kenneth A. Coney(1992)所發展的行為研究模式來建立。期望能於研究結果發現網路族群心中最偏好的收費方式。 研究所使用的統計分析方法則有因素分析、T檢定、卡方考驗、變異數分析、迴歸分析等技術，藉以探討網路族群對查詢新聞資料的服務品質重視、消費決策特性、與收費模式偏好之間的相關差異與效果。整體研究結果可作為未來行銷策略的擬定參考。 研究結果發現： 1. 網路族群對ICP內容新聞資料庫收費模式偏好有顯著差異。 2. 網路族群對ICP內容新聞資料庫服務品質所重要的程度不同,對收費模式偏好有顯著差異。 3. 不同網路消費決策特性對收費模式偏好有不同看法。 4. 不同網路消費決策特性所偏好的收費模式,在服務品質重視度上的看法有顯著差異。 5. 年齡與教育程度是影響收費模式偏好之重要因素。 6. 人口統計變數之不同，會影響樣本對小額付費制與預付制之偏好程度。網路族群的人口統計變數對收費模式偏好的顯著相關之中，對小額付費制與預付制有明顯的看法。不同的個人屬性會有不同偏好。其中只有年齡與教育程度有明顯相關，年齡越輕越偏好小額付費,年齡越長(多於年輕者)則偏好預付制；而教育程度高的人有部份會偏好小額制。其它的變項則無明顯差異。 7. 網路族群可接受新聞內容查詢資料庫多元化設計的收費模式。 8. 網路族群較偏好預付制收費模式並期望所享折扣應較多。 9. 因素分析後的三大服務品質因子與四大消費決策特性對收費模式皆呈顯著相關,收費模式對上述二類因子也呈現部份的差異性。 10. 網路族群對ICP內容新聞資料庫服務品質重要性的重視程度經因素分析後，分別為：重視內容品質、使用互動便利性、即時時效性等三大因子。 11. 網路族群在ICP新聞內容查詢服務的消費決策類型可歸納為：理性經濟型、感性衝動型、低價傾向型及基本功能接受型四種類型。 12. 樣本最偏好固定會費者,對服務品質沒有強烈偏好,比較重視內容。最偏好預付制的人最重視內容品質。最偏好小額付費的人最不重視新聞即時性。他們也是最不偏好預付制的人。內容品質及即時性都對小額付費的人不重要。 13. 本研究得出兩個收費模式偏好預測模式，可預測消費者選取固定年費制與預付制之機率。兩個收費模式偏好預測模型，分別如下： logit(p1)=log[p1/(1-p1)]=0.1448*X1+0.1381*X2 p1為選取固定年費之機率 X1為便利性平均重視程度之標準化分數 X2為相關性平均重視程度之標準化分數 logit(p2)=log[p2/(1-p2)]=0.1198*X1+0.1*X2 p2為選取預付制收費之機率 X1為可靠性平均重視程度之標準化分數 X2為充分性平均重視程度之標準化分數 本研究同時發現：現行於ICP新聞內容資料庫查詢服務的收費方式,在實務界是採單一的收費模式，此種方式並非消費者最偏好的選擇。網路族群會因服務品質的重視度不同而有不同偏好。針對於不同族群，網路經營者對收費模式的擬定，未來應以不同的個人屬性而訂定，依循其所重視的服務品質面向，提供多元而彈性的收費策略，以提昇網站的競爭力。 關鍵字：ICP新聞內容查詢、服務品質、消費決策特性、收費模式偏好 / The Analysis on the Internet Consumers' Decision-Making Behavior and their Preferences to the Service Quality and Pricing Models in News-related Online Database & A Case Study on UDNDATA.com Adviser: Dr. Chu Fongkang Tung-Ju Yang ABSCRACT As consumers vastly search, read and use Taiwan's Internet news and database,the research purpose is to exam the online news content search service, udndata. com. The first dimension of the research is based on the models of consumer’s decision-making behaviors which were developed by G.B. Sproles and E.L. Kendall (1986). The other dimension is based on the models from the SERVQUAL scale by Parasuraman、Zeithaml and Berry. The scale was constructed in 1988 and was proved effective. The research use the consumer’s behavior model invented by Del. I Hawkins , Roger J. Best & Kenneth A. Coney in 1992. The research's questionnaireswas posted on udndata.com which randomly allowed average internet consumers to complete. The first dimension of the questionnaire is using ICP content search service's 20 variables to measure the degrees of consumers' regards; the second dimension is about four available online pricing models and let consumers select their own preference model; the third dimension is to look into online consumers' buying behaviors. The methodology of the research is including descriptive statistics, factory analysis, chi-square, ANOVA and regression analysis, to exam online consumers' regards, consuming behaviors and pricing preferences toward search news data service. The findings of the research can be references to future marketing strategies. There are 2,817 effective samples over the udndata.com, and the findings are as below: 1. For online users, there are significant differences to the content search pricing models. 2. For online users, the different degrees of regards to content search quality service will significantly affect their preferences toward pricing models. 3. Different online consuming decision-making behaviors will affect their preferences toward pricing models. 4. For on-line users , different demographics will affect the preferences toward pricing models. The variables of age and education will affect the preferences toward the micro payment and prepaid payment. The youths and high education status prefer the micro payment and the old prefer the prepaid payment. 5. There are significant differences to the pricing models' preference of different online consuming characteristics and the degrees of regards to content service quality. 6. For online users, it is possible for them to choose the multiple pricing models which are close to their personal demographic characteristics. 7. For online users, they prefer to the prepaid pricing model and expect more discounts choices. 8. The 3 groups of the quality services and 4 groups of the consumers’ decision-making behaviors through the factor analysis significantly affect the preferences toward the pricing models. 9. Through factors’ analysis, the online users put the emphasis on 3 characteristics as follows: 1.content quality 2.the convenience of interaction with users 3.the real time effect. 10. After factors’ analysis, the online users of the content search can be categorized as follows: 1. the economic type 2.the impulsive type 3.the low-price oriented type 4.the basic need type. 11. The people prefer the fixed-payment subscription are without strong liking to quality service, however, they pay more attention to the content. The people who prefer the prepaid payment concern the content quality more than others. The people who pay the least on the instant services prefer the micro-payment. The research also finds that the available pricing practice of ICP news content search is single and fixed, it's not consumers’ first choice. Because the online consumers' preferences are varied by their different degrees of regards. In future, the online marketers should emphasize more on different humanity attributes to customize pricing models for different consumer groups, and also take good care of their first service dimension priority to offer more multiple and flexible pricing strategies to enhance their online competitiveness. Key Words: Internet Content Providers’ Service, Pricing Model, News Database, Consumer’ Decision-Making Behavior

本研究目的，在利用PISA 2003資料庫為例，分辨數學自我概念、自我效能與數學成就關係之模式的建構。本研究選香港為研究對象，以參加PISA 2003的4402名香港的15歲學生為樣本來進行本研究。本研究運用探索性因素分析(EFA)檢視自我概念與自我效能之測量指標的信效度。分析結果顯示，「自我概念」與「自我效能」的測量模式的建構達良好的信效度。另一研究結果顯示，學生數學自我概念對數學成就之間沒有直接的影響效果，但會透過數學自我效能此中介變項，而產生對數學成就的間接影響效果。此外，在雙交叉驗證方面，顯示研究二組樣本具有交叉效度，研究模式之接受性均相當高。 / The purpose of this study was to examine the relationship among self-concept, self-efficacy, and performance in mathematics. The PISA 2003 Hong Kong data was used as an example. There were 4402 15-year-old participants in this survey. Explore factor analysis was used to identify the good measurement models of self-concept and self-efficacy in PISA 2003. The results showed that the measurement models had high reliability and validity. The other result showed self concept had no direct effects on the mathematics achievement. But under the mediation of the mediator, such as self-efficacy, there was indirect effect on the mathematics achievement. Analysis also showed that the two sets of samples have presented cross validity, the research model is highly acceptable.

台灣雜誌市場在近十年來有愈來愈競爭的現象，雜誌業者在面對未來市場，該如何以最佳型態來滿足讀者的需求，如何更深化市場，持續推動成長，都是雜誌同業必須共同思索的議題。過去不受重視的行銷策略，現在因為雜誌市場的激烈競爭，必須憑藉著優異的行銷組合、傳播工具及資源整合等方式，有效取得市場銷售優勢，才能在市場上取得領先，搶得市佔率。此外，當廣告營收成為雜誌經營最重要的收入來源時，如何提升廣告主的滿意度，與廣告主建立長久穩定的關係，也成為此次研究的關注焦點。 本研究以台灣創刊最早的大八開雜誌《時報周刊》在2007年3月份改版為個案研究對象，以文獻資料分析法、深度訪談法及問卷調查法三種研究方法，從整合行銷傳播的觀點，作為分析媒體行銷的依據，試圖剖析《時報周刊》改版的整合行銷策略形貌及執行狀況。本研究以不同學派的IMC模式為理論基礎作修正，分析整合行銷傳播在《時報周刊》雜誌改版的應用情形；另外，嘗試建構廣告主對綜合性雜誌廣告服務品質的評估準則，並以此對《時報周刊》進行評鑑，藉由此一深入研究，以便有效提升廣告主的滿意度。希望能透過實務上的詳細觀察，多重的研究方法，思考整合行銷策略時的主要問題及成功關鍵因素，以提供雜誌業者的相關研究與實務界參考。 研究結果發現，《時報周刊》的改版，加強了競爭優勢，主要源自於下列因素：1.資料庫行銷的強化應用。2.縝密的行銷策略組合，將雜誌開本改為市場主流規格、降低紙張成本、衍生改版後的創新形象、直接挑戰競爭對手的零售價格、更好的陳列位置、增強新聞議題的操作強度…等。3.多元化傳播工具的創意表現，做到了整合的策略性、一致性與協調性的綜效。4.在綜效評估部分，做到了讀者喜歡、發行數字成長的綜效。而針對廣告主的廣告服務品質的滿意度來看，最為肯定業務人員的專業能力及服務態度，其次，對於新聞內容品質上也有很高的滿意度。最後，從整合行銷傳播的理論架構來看，《時報周刊》這次的改版從資料庫開始所做的讀者分析、確認讀者的需求到發展最適溝通策略，整合對外傳播訊息及各項傳播工具表現一致的溝通訊息（One Voice, One Look），符合本研究所敘述之整合行銷傳播觀念模式。 / During the last decade the magazine market in Taiwan has been getting more and more competitive. When facing the incoming market, the publishers have to think out issues like how to fulfill readers’ requirements with their best arrangement, deepen and stabilize their market share, and promote persisting growth. In the past marketing strategies didn’t get much attention; however, since the fierce competition goes on and on, inevitably only applying excellent marketing strategy mix, communication tools and resource integration will enhance the advantages of market share and keep the leading position. Besides, when advertising revenue becomes the most important one to the magazine profit, in this study we also focus on how to raise advertisers’ satisfaction and build up long-term and loyal relations with them. The subject of this case study in the article is the earliest B4 size magazine, China Times Weekly (CTW), published in Taiwan, which revised in March 2007. On approaching the case, we adopt various methods including data analysis, in-depth interview and questionnaire survey. According to those IMC models from various theories, we apply a fixed IMC model to analyze the implementation within CTW’s revision in order to draw a thorough picture of the integrated marketing strategies as well as to understand how they were delivered in CTW‘s revision. Besides, this paper also aims to set out the model of magazine advertising service quality based on the needs of advertisers, and makes use of this conceptual model to evaluate the performances of CTW’s revision. With deep understanding of advertisers’ evaluation to CTW, it can be figured out efficient ways to raise their satisfaction levels. Through detailed observations on practices and with multiple research methods, we wish to figure out the main issues and key factors to success when thinking of integrated marketing communication strategy and to provide relevant researches on magazine publishers for practicing. The results show that CTW‘s revision did enhance its competitive advantages, which were mainly from the following factors: 1.Enhanced application of database marketing. 2.Detailed and well-knit marketing strategy mix, including downsizing format to the mainstream scale, reducing the cost of paper, creating innovating images, challenging competitors’ retail prices, better display position and enhancing the strength of news topics, etc. 3.Creative performance of multiple communication tools, achieving the synergy of integrated strategies, coherence, and cooperation. 4.On evaluating synergy, readers show their preference to the new version and the publication grows. Besides, as for the advertisers’ satisfaction on the quality of advertising service, the most positive response is the professionalism and service attitude, and next to that is the quality of news content. Finally, viewing through the structure of IMC theory, the revision of CTW, from the reader analysis of database, confirming readers’ requirements and developing optimal communication strategies, integrating outwardly communication and every communication tool to convey coherent information as one-voice, one-look, fits in the ideal model of IMC.

本研究探討影響學生學業成就的學校、家庭、學生個人及背景因素，研究中以後設分析的方法計算出許多自變項的效應量大小。本研究的資料取自台灣教育長期追蹤資料庫（TEPS），包括2868名學生在2001年至2007年間接受的四波追蹤調查資料。研究結果發現，學校、家庭、學生個人及背景因素對學業成就之平均效應量具有顯著差異，其中以學生的「先前學業成就」具有最大的效應量，對綜合能力、數學能力及一般分析能力的效應量分別是2.39、1.45和1.90；其次為「背景因素」（效應量分別為.65、.53、.59）；再其次則為「家庭因素」及「學生投入」，但此兩者效應量小，且彼此間無顯著差異；而學校因素的平均效應量最小。最後，本研究針對研究結果提出多項教育實務的建議。 / The purpose of this study is to examine the longitudinal effects of school, family, student, and demographic factors on students’ academic achievement. A method of meta-analysis was used to estimate the magnitude of the effect size of various dependent variables. The data was obtained from Taiwan Education Panel Survey (TEPS). The members of the tracked panel of 2868 high school students were selected as samples for this present research. The tracked panel received four waves of questionnaires and standard tests from 2001 to 2007. The results of the present analysis shows significant differences between the mean effect sizes of the factors associated with academic achievement, and that students’ prior achievement had the largest effect size of 2.39, 1.45, and 1.90, respectively, based on the comprehensive ability score, the general analytic ability score, and the mathematic ability score. The demographic factor showed the second largest mean effect size (.65, .53, .59), larger than that of the family factor and students’ engagement, which both showed small effect without significant differences from each other. And the school factor showed the least mean effect size. In addition, it was found that the mean effect of all the variables based on the comprehensive ability score (.43) was significantly larger than that based on the general analytic ability score and on the mathematic ability score, specifically. Practical implications and suggestions are given in the present research after the general discussion of the research findings.

面對全球資訊網(WWW)應用蓬勃發展，網際網路上充斥著各種類型的資訊資源。而如何有效地管理及檢索這些資料，就成為當前資訊管理的重要課題之一。在發掘資訊時，最常用的便是搜尋引擎，透過比對查詢字串與索引表格(index table)，找出相關的網頁文件，並回傳結果。但因為網頁描述資訊的不足，導致其回覆大量不相關的查詢結果，浪費使用者許多時間。 為了解決上述問題，就資訊搜尋的角度而言，本研究提出以文字開採技術實際分析網頁內容，並將其轉換成維度資訊來描述，再以多維度資料庫方式儲存的架構。做為改進現行資訊檢索的參考架構。 就資訊描述的角度，本研提出採用RDF(Resource Description Framework)來描述網頁Metadata的做法。透過此通用的資料格式來描述網路資源，做為跨領域使用、表達資訊的標準，便於Web應用程式間的溝通。期有效改善現行網際網路資源描述之缺失，大幅提昇搜尋之品質。

由於網路科技的進步 ,導致系統所需的資料不再只儲存於同一地點 , 面對分散式和主從式資料庫系統的使用日益頻繁 ,再加上現今的物件導向資料庫績效評估存在著許多的缺失包括 : 1.針對特定的應用領域 2. 針對特定的資料模型 3.測試資料庫綱目變得複雜 , 運算變得繁多 4.無法真實測出使用者應用領域的效能 .為了解決以上的問題 ,本研究擬使用物件導向系統分析方法作為使用者建構工作量模型的工具 , 發展出一個使用者需求導向的物件導向資料庫績效評估工作量模式。 另一方面 , 為了驗證所提出理論的可行性 , 我們發展了工作量模型規格書產生器的雛型系統 , 使用者只須使用視覺化的圖形符號來編輯其工作量模型 , 系統即會產生工作量模型的規格描述 , 作為建構績效評估系統之進一步開發 .在網路科技與物件導向資料庫的應用範圍愈來愈廣 , 資料日益龐大與型態日益複雜的未來 , 以使用者需求為導向的績效評估將是未來物件導向資料庫的績效評估之發展方向。 / As the improving of network technology, the data of database is no more stored on the same site. So the distributed database system is more and more popular. Existing object-oriented database benchmarks have the following drawbacks:1.They are designed to the specific domains , so the workload models of theirs are unable to fully reprent user requirements . 2. They are designed to the specific data models , and their intentions are to measure the techniques and performance of database design . 3.As the database schemes are more complicated and test operations are more myriad , it will be harder and harder for users to implement the benchmark. 4.They can not really measure the performance on the specific domains of users. In order to resolve the above problems , this thesis tries to model user's requirements workload using system analysis method . Because our database benchmark schemes and operations are derived from the user's requirements , the workload will be more consistent , more representative and more accurate and the result will be useful and meaningful to user . In order to apply the model we propose , we develop the prototype of the workload specification generator . After users have finished editing their workload model with the visual graphic notations , the system will generate workload specifications which will be used in the later phase . As the application domain of OODBMS are diverse and databases are huge , the trend of benchmarks is toward user requirement orientation in the future .

最近幾年來，網際網路的出現及應用面的廣泛，改變了企業的資訊架構。從Client/Server擴展到以Web為應用程式的平台，企業面臨了資訊架構的重整，企業網路、電子商務都是現今最新的應用。由於全球資訊網採開放架構，並以HTML、HTTP為標準，使得資訊業者有所依循，開發出許多產品來滿足企業的需求。隨著Web的廣泛使用，應用程式架構、介面與行為特質都將與以往有著大大的不同，元件及交易導向的Web應用程式是勢在必行的路。 對此變革，企業最重要的課題之一是，如何建構完整的企業網路環境以增強競爭力。資料庫系統是企業各種資訊軟體的基礎，在以Web為應用程式的平台的架構下，它仍是其中重要的關鍵元件。選擇資料庫系統必須考慮許多因素，而且現有的資料庫系統的產品很多，各項產品的特性與優點均有不同，每一種產品甚至可再細分成許多元件，可依照需要選用，因此資料庫產品的選擇變成一種複雜的過程。若選擇錯誤則不僅是金錢耗費的損失，更深遠地影響整個企業的順利運作，甚至是企業競爭力的下降，更可能嚴重到影響企業的存續。故資料庫系統的選擇不可不慎。 本文提出一網際網路資料庫體系選擇模式，協助企業在全球資訊網的開放架構及多階層應用系統環境下，評選出符合企業本身狀況及需求的網際網路資料庫系統。此模式內容包含，需求分析與確認、第一至四級網際網路資料庫體系需求屬性之彙整、兩階段的廠商篩選及含加權機制之廠商評比。 最後並將此模式運用於，行政院衛生署藥物食品檢驗局之購置網際網路資料庫設備計劃。 / Internet technology has drastically changed the enterprise computing and platform. Database management and systems represent the core of the change and the key of the new revolution of the information technology and infrastructure. Business information and models have been stored and manipulated through the use of the database technology. Due to the fast growing speed and variety of the database products in the marketplace, managers are having difficult making the right decision in selecting and maintaining the Internet database management and systems. To tackle this issue, we propose a requirements-based software selection model from the user’s viewpoint. In this research, we develop a five-step choice model with an emphasis on the requirement analysis and rank analysis. We collect and compile the functional and non-functional characteristics and features of the Internet database management and systems. We classify and organize them into a four-layer hierarchy and work with the weight mechanism in the rank analysis. This choice model adopts another five-part rank policy in order to produce the final suggestion of software selection. In the end, we apply the new model in a field case study of the Web Database Systems Procurement Project with the National Laboratories of Foods and Drugs, Department of Health, Executive Yuan.