共一冊，五萬字，分五章。 本研究之主要目的在於探討籃球運動員的運動態度、價值、內外控等變項，以及影響 這些變項的因素；並找出最能區別優秀及一般籃球運動員的變項。本研究的樣本是一 百零九位國內男女甲組籃球運動員，以問卷調查法實施之。所用的測量工具包括基本 資料、運動態度量表、一般價值量表以及內外控量表。資料分析採用因素分析、單因 子變異數分析及區別分析等方法。 研究結果發現： 一、籃球運動員運動態度包括了三個因素，即傳統成就型、權力型、以及埋頭苦幹型 ，籃球運動員價值有五個因素，包括個人主義、人文主義、宗教、孤立及宿命。 二、在運動態度方面，男女及不同年齡的籃球運動員在傳統成就取向上有顯著差異， 在價值方面，男女及不同球齡的籃球運動員在個人主義因素上有顯著差異。在價值方 面，優秀及一般籃球運動員在孤立因素上有顯著差異。 三、根據運動態度的三個因素和價值的五個因素加上內外控及人口統計變數，來區分 優秀與一般的籃球運動員，結果發現最能區別優秀及一般籃球運動員的變項為球齡， 其次是運動態度之傳統成就因素。

University of Macau / Faculty of Education

在這個運動產業相當興盛的時代，隨著資訊流通急遽，運動員所擁有的形象價值在商業上亦水漲船高，也因此，形象相關的侵權事件以及各種樣態不斷的出現，如何對於個人形象權利進行充足之保護則成為相當重要的議題；本文透過文獻分析法，搜集國內外關於美國法上所發展出之形象權(Right of Publicity)法制的文獻，詳盡地介紹美國形象權的發展現況，包含：歷史緣由、主客體問題、構成要件以及法律效果，再進而針對運動產業中的形象權案例，以個案探討之方式呈現運動事件中形象權的實務操作，最後將視野拉回我國現今法制狀況，在仍以民法中關於人格權之規定，解決此種具有財產權色彩的權利問題之情況下，本文透過比較我國各法與形象權法保護內容上之差異，來凸顯我國法制保護上之不充足，並且提供我國實務可修正之方向，做為未來建構我國實務的依據，並且在未來能進一步做為制定專法的參考資料，以給予運動員在形象權利上更完整的保護。

本研究嘗試探討美國大學籃球選手使用NBA官方效率衡量方法，計算並比較美國大學選手兩個時期其中之關聯，並期望找出最能預測NCAA籃球選手進入NBA之關鍵成功因素，以及探討選手大學表現與其預職業生涯表現之關聯性。本研究使用1996-2000年期間，208位參與選秀進入NBA的球員當作觀察對象，並以其進入NBA後10年之表現，作為評估其職業生涯之表現。 研究結果發現球員大學表現以NBA官方效率公式所計算之效率值越高，選秀順位就越前面，尤其選手的得分與阻攻影響選秀順序最大，得分越高與阻攻次數越多，選秀順位就越前面。其次，大學時期的表現與進入職業以後的表現不論用NBA的效率值，或Hollinger 的效率值都有顯著正相關。就整體而言，大學時期的養成表現，確實可預測球員職業生涯的績效。

In the modern world, marathon running is taking over the fitness world and studies show that regular running will make people healthier, happier and fit. In India the yearly growth rate of marathon event is more than 150%. As more people gets boarded, the whole running industry is seeing boom and demand arises in all the services associated with these events. The evolution of technology and social media makes all the products and services migrate towards digital platform. Services associated with marathon events include race event management, getting connected with runners and clubs, reliable guidance and training techniques for preparing to run 42+ km, expert feedback on running gadgets like GSM watches, shoes, apparels etc. In current market, all these services served through different channels like runners club, Facebook, health magazines, websites for events and many more. Effective way to serve this group is to come up with “SMART Runners” which is exclusive for runners and serve all the needs associated with running events in single platform. This digital platform will use the crowd sourcing concepts to create contents that fits the Indian market needs with reliable information. For the event organizers, this platform will also act as a cloud service through which they can reach the runners, communicate and manage their race events effectively. As an investor, the proposal for creating a basic SMART Runners portal has positive NPV of INR 3,940,623 with CAGR of 20%. Though it may not be highly attractive however in short span it will become the leading “Running Portal” in India with approximately two million subscriptions. In the future this customer base can help the company to expand into various running related services and has bright prospects.

本研究使用資料包絡分析法衡量NBA球員之績效值，並探討球員在簽訂複數年合約前後與績效之關聯性，是否有Stiroh(2002)提出之合約年效應，並進而比較NBA官方提供績效值與DEA法計算出之球員績效值何者對於球員薪資具有較佳的解釋能力。 本研究取用2000年至2011年共11年間曾經歷合約到期並再次向球團簽訂複數年合約的184名球員做為樣本；實證結果發現，在控制年齡、年資、提前續約與否、球員位置及先發球員與否後整體技術效率方面及球員每分鐘平均績效值顯示在球員簽約前績效有顯著提高之現象； NBA官方提供績效值與純技術效率簽約前後係數也是負的，雖然未達到統計上顯著水準，因此，本研究結果顯示NBA球員在簽約新約前的確有合約週期現象，亦即為爭取較佳合約球員在簽約前會刻意表現較佳之績效。 此外，根據Vuong Test比較NBA官方提供績效值與DEA法計算出之績效值和球員每分鐘績效值與薪資關聯性的測試結果，顯示由官方提供之績效值對薪資關聯性較高，說明目前NBA官方提供之績效值仍然是球團用來與球員薪資的談判重要參考指標之一。 / The research applies Data Envelopment Analysis to examine the NBA players’ efficiency performance before and after signing a new multi-year contract, and whether there exists the Contract Cycle Effect that suggested by Stiroh (2002). The research also tries to compare NBA efficiency score and DEA efficiency score to test which has a higher association with salary. The samples selected 184 NBA players who signed a new multi-year contract from 2000 to 2011. After controlling the players’ age, seniority, extension, position and starting or not, the empirical results denote that DEA total efficiency score and the NBA efficiency per minute indicate a higher efficiency score before signing a new contract, The NBA official efficiency score and DEA technical efficiency score also reveal a negative coefficient before and after new contract singed, although the statistical test didn’t reach the significant level. The results imply that NBA players do exist the Contract Cycle Effect phenomenon that players will perform better efficiency in order to get a better contract. The Vuong test results reveal that the official NBA efficiency score has a higher association with salary comparing with DEA efficiency score. The finding suggests that the official efficiency score is one of the major references for the NBA teams on salary arbitration.

University of Macau / Faculty of Education

University of Macau / Faculty of Education

University of Macau / Faculty of Education

University of Macau / Faculty of Education