自從「部落格」被韋氏辭典選為2004最具代表性的字，部落格便不斷蓬勃發展，越來越多的部落客，由於在訊息分享及消費者購買決策有強大影響力，被讀者視為意見領袖。本研究特別著眼於美妝部落格讀者，探討其對於時下崛起部落客口碑行銷現象之態度，從部落客單純的分享，到散播電子口碑(線上口碑) ，最後演變成獎勵或有酬的部落格文章。而近年來，這樣的部落格口碑行銷手法，已引起不少關於部落客誠信及可信度的討論。 本研究採取質化及量化研究方法，第一階段與知名美妝部落客的深度訪談，提供了現今部落格口碑運作及口碑行銷的初步了解。第二階段的量化問卷調查，綜合文獻及深訪結果，探討美妝部落格讀者對於部落客可信度及購買行為的態度。本研究同時發現，讀者對於美妝部落格內容的滿意程度，也會影響其對於產品的口碑注意度、後續口碑散播意願、以及實際購買行為。 / Ever since “blog” was selected by Merriam-Webster's dictionary as the word of year 2004, the development of blogs has been prospering. More and more bloggers are viewed by blog readers as new opinion leaders on their impact of information-sharing and purchasing decision-making. This study will pay closer attention to one certain category of blog readers—the beauty blog readers and their attitudes toward the emerging phenomenon among bloggers— from simply sharing information to spreading the buzz (online word-of-mouth, or eWOM), and eventually leading to rewarded blog post with incentives. Such business behavior is conceptualized as buzz marketing, which has been arousing dilemma about blogger honesty and credibility. Both qualitative and quantitative methods will be applied in this study. In first stage, in-depth interviews with well-known beauty bloggers were conducted to first provide with preliminary yet detailed understanding of how word of mouth operates and the existing buzz marketing among beauty blogs. Quantitative surveys will be designed based on the findings from first stage, and then be distributed among beauty blog readers to further examine that consumers’ attitudes toward bloggers’ credibility associate with their purchasing behavior. Likewise, consumers’ satisfaction toward blog content may influence their attention paid to WOM in blogs, willingness to conduct Word-of-mouth referrals, and actual purchasing behavior.

根據經濟合作發展組織（Organization Economic Cooperation and Development, OECD）對多功能性定義為：具有多重產出的經濟活動，可以同時對社會的各種目標都有所貢獻，亦即多功能性觀念是以活動為導向，並將生產過程與其多重產出的特性相結合，強調農業生產之各種商品與非商品的聯合生產成果。這種農業多功能性是否也在台灣的原住民鄉農業經營逐漸生根，值得深入研析。 以新竹縣尖石鄉石磊部落為例，由於族人多以務農為生，農業收入為其生計來源之一，故對仰賴農業的程度相對較高。然因其位處石門水庫集水區上游，在現行法令的規範下，限制族人從事農耕，造成部落人力外流與農業經濟衰敗，故如何提振高山農業的永續經營發展便成為令人關注的課題。另一方面，早期當地族人對於農業經營型態多採慣行農業之方式，長期不僅影響農地多功能之提供，也逐漸使當地族人之土地利用與土地倫理相悖離。故本文希冀透過檢視新竹縣尖石鄉石磊部落之多功能農業的設計或推廣，或可促進部落農業發展，同時兼顧原住民部落的傳統文化與價值，凝聚部落的社區發展共識，實現永續農業發展的目標，以進一步彰顯農業多功能性之內涵。 本文擬先探討農業功能性之價值與內涵，並以石磊部落為研究個案，探討其從早期慣行農業、逐漸轉型為有機農業之耕作方式，藉文獻分析、深度訪談、參與式觀察等研究方法，探討其如何將部落農業發展與土地永續使用相結合，以及該部落農業於經濟、環境、社會等多功能價值，以期為其他部落農業發展提供可行的方向，並供政府研訂相關政策之參考。

International news media have gradually added blogs to their primary content over the past five years. The Wall Street Journal, the Christian Science Monitor, Reuters and the Voice of America, for example, use blogs as vehicles to report news. The same media organizations put additional news on paper, on air or on official websites. But blogs are traditionally for personal journals and private opinions. This study analyzes how the mass media are using blogs to convey news and why, as well as the differences between blog posts and traditional news content. A grounded approach to the content of blog posts and traditional content on the South China Sea dispute, an ongoing 2012 news story in Asia from six major international media shows similarities in writing styles, point of view and types of information presented. Comments solicited from journalists give insight into reasons that the mass media run their own blogs and how content is chosen for them. The study suggests that going forward news stories will be written more like traditional non-media blogs and that blogs may be influenced by the disciplined writing of journalists.

「發展」涉及改造社會的整體想像，產業即是發展政策中相當重要的一環，產業的變遷不僅改變了一個社會的生產模式和分工方式，亦會改變一個社會中的空間和性別關係。本研究運用：參與觀察、深度訪談、焦點團體座談會和參與式製圖等方法、以性別的觀點來探究比雅楠部落從以小米為主食的燒墾農業轉型到當代以高麗菜為主要經濟作物的發展過程中部落的空間變化。本研究有三個主要的研究發現。一是政府的發展政策牽動了部落的空間與性別關係的改變；二是比雅楠部落的兩性有著不同的發展軌跡，男性較快投入市場經濟中、其勞動也被換算為較高的薪資，女性的勞動所賺取的薪資較少；三是女性保留並實踐更多的生態知識─包含對物種的知識、對人際協商的知識。總結本研究發現，筆者認為當比雅楠部落面臨到現代工業化發展所帶來的負面影響時，這些女性保存並實踐的生態知識是部落尋求替代性發展的契機。 / Development demands active imaginations toward transforming a society in which industrial transformation is a decisive part. Industrial transformation not only changes a society’s mode of production and labor division, but also changes its space and gender relationships. By employing the methods of participatory mapping, focused group discussions and in-depth interviews, this study attempts to explore Pyanan community’s experiences of industrial transformation particularly from the aspects of space and gender. There are three main findings in this study. Firstly, the government’s development policies are the main cause for the changes of Pyanan community. Secondly, this study shows that Indigenous men and women have experienced different changes in the industrial development process, like Indigenous men’s work is priced higher than the women’s under similar working condition. Thirdly, Indigenous women preserve and practice much more traditional ecological knowledge than Indigenous men. In conclusion, this study suggests that the traditional ecological knowledge preserved and practiced by Indigenous women could be the key to seek alternative development strategies while the community faces the negative influences from the modern industrial development.

Online reviews provided from consumers who had previous experiences have become major information resource for consumers and marketers. The blogs then becomes the Web-based consumer opinion platform; the Internet enables consumers to share their experience with other consumers as the online word-of-mouth (WOM) communication. Online reviews on traveling and food tasting and by consumers who previously experienced have become a major information source for consumers and marketers regarding to the tourist spots and restaurants. The study extends previous existing research on the effects of WOM and consumer decision making by conducting the in-depth interview with bloggers and an online survey on blog viewing and information searching behaviors. With the development of Web 2.0, word-of-mouth marketing is able to influence the consumers interactively. The user-generated contents created spread among the consumers soon and marketers become able to access millions of potential consumers over the world by understanding the new ways of communication. Word-of-mouth (WOM) marketing is the most honest form of marketing because consumers are sharing their own opinions, independent of messaging and manipulation (Throne, 2008). In the study, the researcher will discuss how the blog readers rely on the source of word-of-mouth conversations and the further suggestions on consumer behaviors and marketing insights, analyzed from the perspectives of user satisfaction, information credibility and consumer loyalty. Keywords: blog marketing, consumer decision making, online word-of-mouth (WOM).

京都大学 / 0048 / 新制・課程博士 / 博士(法学) / 甲第18030号 / 法博第163号 / 新制||法||148(附属図書館) / 30888 / 京都大学大学院法学研究科法政理論専攻 / (主査)教授 秋月 謙吾, 教授 真渕 勝, 教授 建林 正彦 / 学位規則第4条第1項該当 / Doctor of Laws / Kyoto University / DGAM

Panapanayan 是位於台灣東南海岸的地點，至少有阿美、卑南、排灣及魯凱 等鄰近四族群的祖源傳說與該地有關，文化現象亦有許多相似之處，形成一個可 資觀察的「文化圈」區域。 該文化圈內之文化現象除了具有空間的關聯性之外，亦具有時間深度，其關 聯與互動可以延伸到史前時代，尤以文化圈內之舊香蘭遺址所發掘出土的文物， 有石刀、陶片上吐信蛇紋的應用，與現生族群間沿用之圖紋習慣似乎具有傳承關 係。文化圈內核心區域太麻里、知本部落流傳的生命儀禮中，文身（口傳及文獻 記錄）及使用琉璃珠（佩戴珠飾、陪葬）的習慣，是當地整體生命認知的價值體 系一環，與而舊香蘭遺址亦發現大量之琉璃珠，古今相疊的地緣空間中相似的文 化現象，不免引人注目。 此外，本地區(太麻里部落祖靈屋)發現的吐舌和大塊面雕刻人像，為台灣原 住民木雕圖紋表現習慣中少見的形式，卻與境外南太平洋文化的表現具有類緣的 關係，在在凸顯了本地除具有獨特的藝術表現外，又具有與分佈廣大的南島語族 間文化相連的多元關係。因此，似可以從物質文化中之藝術表現做為媒介觀察整 體社會文化變遷，與人群表達集體情感與識別作用的文化認同現象。 受國家政治現代化政策的影響，本地區百年來沐浴在現代化影響下，傳統生 活與文化產生了很大的變遷，但是在晚近族群運動與強調在地化文化資產發掘的 文化政策影響下，促進了民族風潮與部落主體意識的覺醒，太麻里、知本部落透 過重建palakuwan、恢復祭儀、傳統歌謠及工藝美感經驗的傳承等，紛紛進行文 化復振工作。各部落為尋找歷史記憶，熱絡進行祭儀交流、尋根溯源及跨部落結 盟等活動，使文化圈內人群緊密互動的現象，有促進區域生成共同體的趨勢。 太麻里、知本部落的社會環境，也在全球化和商業化、觀光化影響下變遷， 藝術表現由傳統制式的風格，漸轉化為多樣取向的個人性創作，這種轉變衝擊了 在地文化的傳承，以及部落主體性的維繫，為了凝聚族人共識，有心者於是透過 藝術媒介塑造部落文化特徵，強化為部落象徵，使藝術表現再度成為扮演彰顯族 群（部落）認同的重要功能。 本研究透過物質文化的表現，特別是所謂「藝術」（原始藝術或民族藝術） 的生成與顯現過程，觀察Panapanayan 當地多元視覺藝術要素與歷史傳統、社會 生活祭儀、象徵認同之間的關係，以瞭解藝術表現的脈絡與部落主體意識、民族 認同之間的互動關係。 / Panapanayan is located on the southeast coast of Taiwan. The ancestral origin stories of at least four ethnic groups, including the Amis, Puyuma, Paiwan and Rukai, can be traced back to this place. The many similar cultural phenomena demonstrated by these various groups suggest the formation of a culture circle. The relations between the cultural phenomena within this culture circle are not only based on space, but also on time. The relations and interactions between them can be traced back to prehistoric times. For example, snake tongue patterns seen on artifacts like stone blades and pieces of pottery uncovered at the Jiuxianglan Site are still seen in the patterns used by these ethnic groups to this day. The life-cycle rituals, tattooing (described by the oral tradition and written records) and use of ceremonial glass beads (used for both decretive purposes and buried with the deceased) found in the villages of Taimali and Zhiben, which are at the center of this culture circle, represent local values and beliefs about life and death. Many glass beads were also uncovered at the Jiuxianglan Site. The number of similar cultural phenomena occurring within this region from ancient times to present day is truly striking. In addition, the tongue-like patterns and large carvings of human figures found in this region (at the ancestral shrine in Taimali) have rarely been seen among the wood-carving patterns of Taiwan’s aboriginal people. However, these patterns are related to those found within Austronesian culture outside Taiwan. This finding further highlights the uniqueness of the artistic expressions found in this area and points to diverse ties with the widespread Austronesian peoples. As a result, the artistic expressions found within the material culture in this area can be used to trace social and cultural change. These artistic expressions can also help us to better understand collective emotions and cultural identities. With the emergence of modern national politics, the traditional life and culture of this region have been strongly influenced by the onslaught of modernization. However, the rise of the ethnic movement in Taiwan and the emphasis on cultural heritage within political policy has inspired a new awakening of tribal consciousness. By rebuilding Palakuwan and restoring traditional rituals, songs and artistic aesthetics, the people in Taimali and Zhiben have begun to engage in the process of cultural restoration. To rediscover their historical memory, various villages have worked together by exchanging rituals, tracing their roots and creating alliances. The close interactions between people living within the culture circle have led to the formation of community within this region. The social environment in Taimali and Zhiben has also been influenced by globalization, commercialization and tourism. Artistic expression has graduallyshifted from a structured traditional style to more diverse forms of individualized production. This transformation has greatly affected the transmission of local culture, as well as the maintenance of tribal subjectivity. In order to promote consensus among tribal members, concerned individuals have used the media to shape cultural characteristics and strengthen tribal symbols. As a result, artistic expression once again is playing an important role in shaping ethnic (tribal) identity. By exploring material culture, in particular the process of producing and displaying “art” (primitive art or ethnic art), this study investigates the relations between the diverse artistic elements, historical tradition, social rituals and symbolic identity in Panapanayan. The purpose of this study is to further understand the interaction between artistic expression, tribal subjective consciousness and ethnic identity.

中輟，一直是近年來被廣為討論的議題，特別是在台灣屬於少數民族的原住民，其就學的學生常因為許多不利的因素，造成其學業成就低落。因而原民學生中輟率，和漢人比較起來，比率較偏高。在台灣，礙於我國對義務教育的定義，對於原住民大專學生中輟的研究更是有限，並且多以如何促使原住民學生融入學校體制中的學習問題為主。類似的研究總是試圖引導原住民學生回歸教育主軸，因此筆者欲尋部落中與學習相關的生長過程，企圖追尋學生在部落中的學習價值、動機、內涵與教育體制所認定的學習兩者間落差為何。 / 部落學習的環境中，包括家庭教育、同儕學習、部落環境、社會環境。然而部落傳統學習方式下，學生學習習慣的養成過程及偏好，卻在一般研究其教育環節中隱而未現。筆者欲藉此論文看見以家庭教育、部落教育為主的中輟生生活面貌，企圖了解部落學習的樣貌。而這樣的學習是無法用簡單的因果導向為論文內容，因此本文切入角度十分多元由部落經濟、家庭教育、同儕關係、傳統文化學習、宗教信仰等面向述及，欲意探究碧候村原住民中輟生的輟學因素。本研究以歸因理論為架構，以質性研究為取向，採用半結構性訪談、深度訪談等研究方法，探討碧候部落原住民中輟生對自己輟學的歸因歷程。 / 並認為傳統學習與學校學習的落差，來自教科書內容，而其中隱而未現的是主流價值觀替代部落中實用導向的學習價值，教材中並早已決定何未有價值的知識，這與原住民從小生活價值學習取向相異甚鉅。以及學校同儕間與部落生長環境不同的人際互動，部落孩子的直言，與戲謔遊戲卻常引發學校體系師生對立情況，部落所慣於展示的群體力量，被看成是擾亂學校風紀挑戰師長權威的矩動。部落裡，以實用性為主的學習學習動機不同於漢人社會教科書所教導的取向，並且從小對自然理解、對生活需求的認知都是來自部落智慧而非書本式的課外讀物，自然而然對閱讀並不感到興趣。而這一切都是在做中學，並非像教科書先給予我們預防性的知識，這都是與部落學習差異處。 / 部落與補習班的距離，以及家中所可以提供的資源性，甚至部落的師資再再都展現部落學生在面對城鄉差距間學生的弱勢出外就讀後，人際相處模式或課業教與學的不同，所需獨立面對、承擔，甚至改變的各種習慣都是需要長時間調適的，並不若外界想像的容易，而這些弱勢還層遞著原住民世世代代對gaga生活規範的價值觀，何謂人生的價值，因此才造就中輟。 / 沒有祭典的部落，gaga的概念由傳統價值觀濡化基督宗教價值觀，例如，男女關係的保守，以及努力遵守gaga的人可以通過彩虹橋（今為基督教天堂），使得他們不想汲汲營營於書中的智慧，反而以遵守傳統規範為生活要點。這是源於過去歷史故事的集體記憶。而過去對人生的價值觀是人雖勤勞工作，但究竟不是主宰，一切耕耘的成果猶待神的賜予，所以在盡本份後，認為人事盡矣，其他的就只有期待神的裁判了。對部落社會和宇宙觀的典範都需遵守，尤其是兩性間更有嚴格的行為準則，對這些典範和準則如有違犯，也就是迫害整個群體的制序，違害全體安全，因此遵守人與人之間的一切準則，是其重要價值觀念所在。 / 這樣種種的價值觀，都是與社會大眾價值觀不同的。因此如何看見部落價值與主流價值的不同，進而幫助原住民學生可以肯定自己生活環境中，所賦予的價值觀，並在主流社會中自信的成長，是本論文的研究目的。筆者並企圖理清原住民之所以是原住民，不單單是因為血緣，更重要的是代代相傳的價值觀，這樣的價值觀來自家庭、同儕及部落。本篇論文所寄望的是幫助學校師長，連結原住民中輟原因的起源，進而看見多元文化的世界觀。 / 本研究已中輟學生訪談為主，也嘗試經由訪談部落學生的老師、家長和同學，以及部落中的耆老，企圖聯結受訪者對孩子的成敗歸因與中輟生的自我歸因之間的關係，以大致推論碧候部落原住民學生中途輟學的原因。研究的結果將可供關心原住民學童教育之家長、學校老師及教育單位參考。 / Over the past years, a lot of discussions have specially targeted on aboriginal dropouts. Because of many unfavorable factors, aboriginal students have poor academic performances. Compared with Han students, they are much more likely to drop out of school. However, few papers focus on aboriginal college dropouts. Such essays simply argue how to resolve their learning problems and call them back to the mainstream education system. I think otherwise. In their tribes, aboriginal students are cultivated and affected by its surroundings and its norms. They are influential but invisible in the learning process. What matters for aboriginal students is not only the genealogy but also the values passed down from generation to generation. In working on my paper, I aim to find out the relationship between what aboriginal students learn from their tribes and learning models of the current education system. My thesis takes dropouts of Pi-hou Tribe as an example and investigates such factors as tribal economy, family education, peer relationships, religious beliefs, and traditions learning. My study builds upon attribution theory, orients toward qualitative research, and adopts semi structure and in-depth interviews so as to explore Pi-hou-Tribe case. Finally, this paper can serve as a reference for those who are concerned with aboriginal dropouts in view of schooling education and as a starting point for further studies on related issues.

網路購物是近幾年來新興的消費方式，它的快速、能動性、去地方╱地域性、無時間限制，讓購物活動變得輕鬆、便利。但也有另一派學者認為，當人人宣稱自己因為網路購物而能輕鬆、方便地找到想要的商品時，似乎也使得「shopping」變成一件平淡、毫無成就感可言、欠缺人味的活動，它不再是與工作分開的某一特殊事件，而是任何時候、隨時都可以發生的事。因此筆者試圖從另一角度出發，跳脫其「經濟」層面，提出「網路購物帶給我們什麼新的消費體驗？」這樣的疑問。 筆者認為，若將其詮釋為一種新的消費現象，甚至是創造出一種新消費文化，或許可更為深入地探究消費者在其中可能獲得的新的消費體驗與其意義。而從過往的研究可發現，消費者的「消費體驗」與「消費空間」有極密切的關係，因此本論文將從消費空間出發，意圖定義網路購物所形塑出的一種新式消費空間，藉此探討其可能帶來的新消費體驗。筆者從1822年在巴黎新興的一種消費空間──拱廊街談起，再到百貨公司、購物中心這類新式消費空間之間的轉變，從「漫遊者」的社會角色切入，試圖勾勒出不同消費空間所賦予消費漫遊者與商品及與人群間的不同關係的轉變脈絡，並與網路科技特性結合討論，以「消費者VS.商品」與「消費者VS.人群」兩個主軸，透過對網路消費者的深度訪談，探討現今網路消費空間中消費者所獲得的新消費體驗。 本研究發現，在新興網路消費空間中，商品照片改變了消費者與商品的關係，雖然網路消費漫遊者與傳統漫遊者一般，與商品的關係仍舊保持既涉入且抽離，但兩者的模式並不相同：網路消費漫遊者一方面因為照片裡的商品是由模特兒所穿戴，感覺與商品的距離較親近，較容易想像，但另一方面也因必須考慮再現物與真實的差距，讓網路消費漫遊者不只是對璀璨的商品展示感到目眩神迷，反而得以從成堆的商品符號中抽身，保持一些距離，做出理性的判斷。 不僅如此，網路既連結又隔離的特性，讓這群網路消費漫遊者得以快速地找到歸屬的部落，並在安心的居家空間中積極地社交、與人互動，卻也讓她們得以更快速地保持距離、回歸自我，尋找下一個離散的部落。這便是網路空間所提供的私人性與社交性的微妙比例，因而發展出新的網路購物體驗：網路消費漫遊者仍舊與人群保持既涉入又抽離的「陌生人」距離，唯一不同的是，她們的涉入包含了一些分享的成分。

隨著科技的進展，產生了許多新興的創作媒介與方式，使得終端的網路使用者不再甘於僅做為主流媒體所提供內容之接收者，也想進一步地成為內容的提供者，網路上混搭創作的興盛正是在此種潮流趨勢下的一種社會文化現象。網路混搭創作可依其創作內容之不同而區分為三種：網路混搭、影片混搭與音樂混搭；但其創作之方式都有一個共同的特徵：將不同來源之資訊、素材，經由混搭創作者發揮創意後，以嶄新面貌而呈現之作品。著作權制度之目的乃在促進人類智識文化之進展與累積，因此對於新興之網路創作也應賦予一定之保護，才能真正發揮著作權制度之功能。然而，現行著作權制度制定時並未充分考量到數位時代下各種創作方式與媒介之特性，所以並無法提供此類創作適當之保護。為了社會文化之發展，現行的著作權制度有其修正之必要，讓負責平衡公私益之合理使用原則能夠發揮其功能，而不再僅具有象徵性之意義，而是能更實際地落實保護之功能。此外，在現行著作權制度尚未修正前，本文也嘗試提出兩個體制內解決之方法：創作共用以及創新之商業模式。透過創作共用可以讓目前的著作權制度更有彈性；創新的商業模式則能讓所有著作權關係人能夠互利共生，更有助於問題之實際解決。 / This thesis aims to study on copyrights concerning the mashups on blogs. The technology evolution brings about new media and new mode for creation and the end-users can both be the information recipients and providers. Mashups become one of the frequently adopted modes among the internet creation and the copyright of mashups call for a closer study. The main idea of mashups is to mash and recombine materials taken from different sources with the creator’s own creativity. Mashups are regarded as a creation, which requires legal protection. However, the protections for mashups and their creators in current laws are still incomplete and needed to be amended for a better environment for creators. Beside the amendment of copyright laws, other solutions are as well available, such as Creative Commons and new business models. Creative Commons provides authors with some licensing clauses, which helps to create a more flexible creative environment. On the other hand, a good business model could transform legal issues into a commercial opportunity and provide the best solution for all parties related. The first chapter of this thesis will outline the main purpose and possible contribution of this thesis. The second chapter will introduce the blogs. The introduction will begin with the streaming technology and concerning legal issues. Streaming technology is a crucial factor in the developments and the functions of blogs. Further on, the thesis will elaborates the history and future trend of blogs. In the third section of the chapter, some main copyright issues of blogs will be brought into discussion. The third chapter is the introduction of audio-visual mashups on blogs. The discussion begins with website mashup technology and the types of mashups. Remix Culture plays an important role in the development of mashups and its connection between audio-visual mashups on blogs will be elaborated. The chapter will also include some copyright issues of audio-visual mashups on blogs and a detailed discussion on the fair use doctrine of the current copyright law. The fourth chapter will focus on the Creative Commons and new business models, which should be an alternative solution beside the law amendments. The discussion will involve with an introduction about Creative Commons. The ccMixter and Jamendo can be taken as two examples of combination of Creative Commons and audio-visual mashups. The chapter will as well include some latest digital music business models and suggestions for future mashup business models. This thesis indicates the deficiency of current copyright laws concerning the protection of mashups and calls for attentions to the necessity of law amendments. In addition, the thesis propose two alternative solutions for the copyright dilemma: the Creative Commons and new business models, through which the mashups problems can hopefully dealt with in a more practical way.