消費幻想的概念在近年來受相關研究者的注目而持續發展，但常僅止於概念探討 (Belk et al., 2003；李德儀, 2005) 或特定的高幻想族群之研究 (Martin, 2004)，究其背後成因是缺乏幻想衡量工具。在國內研究學者黃依婷 (2006) 建製了第一份幻想量表，終使後續相關研究得以展開，但其幻想量表的建製流程、再測信度、效標關聯效度和幻想量表之構面，皆仍有可改善之處。故本研究的目的，是評估舊有之幻想量表，進而修正成一份具有良好信度與效度的幻想量表。 本研究選擇黃依婷 (2006) 在建製量表時第二次施測的問卷版本，接續評估幻想量表構面，並進行量表純化與信度效度分析，以改善量表之品質。卻發現量表的構面相當不穩定，而進行一次表面效度鑑定後，發現構面之設計確實存在部份構面之間的題項易混淆與部份題項和其所在之構面定義不符。故確定舊有之幻想量表施測版本有重新整理構面之必要，經回顧文獻與重新檢視量表之目的後，確認了「構面-要素」矩陣設計概念的幻想量表構面，並在經過兩次專家評估修正以融合舊版幻想量表部分題項與新設計之題項，組成新幻想量表之初稿。構面整理後之幻想量表初稿經確認構面與題項設計具表面效度後，便利用校園樣本進行三次小規模施測，以內部一致性信度分析和探索性因素分析結果純化量表，建製出正式研究之幻想量表。最後再於200位一般消費者施測，進行信度分析、驗證性因素分析與效標關聯效度後，建製出一套19題李克特形式五點尺度之幻想量表，整體之內部一致性Cronbach’s Alpha值為0.90，再測信度為0.81，涵蓋「取得距離」、「過去經驗」、「細膩程度」、「持續程度」四大構面。 另外，本研究回顧文獻發現幻想程度較高者，在想像力生動程度可能較佳，而可利用Marks (1972, 1973a, 1973b) 所建立之想像力生動程度量表作為幻想量表之效標，透過效標關聯效度分析，確認幻想程度越高，想像力生動程度也越高，而證明本研究修建之幻想量表具有效標關聯效度。最後利用幻想量表驗證幻想相關推論與命題，發現年齡越高，幻想程度越低；在幻想構面「過去經驗」與「細膩程度」間，並無顯著之負相關。 / The concept of consumption fantasy has continually been receiving attention and kept developing by researchers in relevant fields, but relevant research could only focus on concept development (Belk et al., 2003; Julia Lee, 2005) or specific groups with higher degree of fantasy (Martin, 2004) due to lack of instruments to measure fantasy. Research about consumption fantasy through quantitative method has been commenced after the first fantasy inventory was built by domestic researcher Huang I-tin (2006). Nevertheless, there is still room for further revision and improvement in the development process, test-retest reliability, criterion-related validity and the dimensions of fantasy inventory build by Huang I-tin. This study is aimed to access the traditional fantasy inventory and rebuild it into an inventory with better quality on reliability and validity. The second edition of pretest questionnaire used by Huang I-tin was chosen to conduct subsequent development of dimension assessment, inventory purification, reliability and validity analysis to increase the quality of fantasy inventory. The face validity analysis was executed due to the discovery of unstable of inventory dimensions, the result unveiled that some items in some dimensions are hard to distinguish and some items do not satisfy the definitions of their dimensions. Referring to literatures and reassessing the purpose of fantasy inventory due to the need of rearrangement of dimensions in this inventory, “dimension-factor” matrix of design concept was initiated, and the first draft of revised fantasy inventory was developed after two panel discussions held on the revision and integration of old items extract from old fantasy inventory with new designed items. Once the fantasy inventory had been proved to have face validity via dimensional assessment, three small-scale surveys, in which the respondents are composed of students, were executed to develop the formal fantasy inventory through internal consistency reliability and exploratory factor analysis aimed to purify the draft of fantasy inventory. After the small-scale surveys, 200 general consumers were chosen to conduct formal questionnaire survey, which included reliability analysis, confirmatory factor analysis and criterion-related validity analysis, to build a fantasy inventory containing 19 Likert-type items. Overall, the Cronbach’s Alpha of this inventory is 0.90; test-retest reliability is 0.81. This inventory covers four dimensions: the distance of “Accessibility”, ”Pass Experience Relatedness”, the degree of “Fineness ”, and the degree of “Continuity”. In addition, the degree of vividness of visual imagery is discovered to be the criterion of fantasy from literature review. By assessing criterion validity, the degree of vividness of visual imagery is confirmed to be fit for criterion of fantasy. Finally, for the test of thesis that older people have lower degree of fantasy; the result indicated that there’s no negative relation existing between the dimension of “experience-relativity” and the dimension of “the degree of fineness”.

消費者為了滿足或接近幻想而產生的消費行為稱之「消費幻想」，雖然這個消費新趨勢已受到消費者行為研究者的注目，但是由於缺乏一般化的量化分析工具，過去只能以深入訪談等質化方式，討論特定類型的消費幻想 (Belk and Costa, 1998; Martin, 2004; 李德儀，2005)，無法全面瞭解此一構念，因此本研究之主要目的便是建製一個可穩定有效衡量幻想程度的量表，預測其消費幻想程度。 本研究回顧過去研究，歸納出幻想來自於消費者心中未滿足的需求或缺憾，且應包括「個人感受性」、「非現實」、「未實現」與「期待感」四個要素，而幻想內容則涵蓋「認知實現機率」、「過去自身經驗相關度」、「外顯具體化程度」、「個人感受細膩度」與「持續程度」五大連續構面。 參考多位學者建製量表之過程 (Zaichkowsky, 1985; Lichtenstein et al., 1990; Churchill, 1979)，本研究利用上述幻想面向發展題項題庫，經過四次專家評估修正題項題庫，設計出幻想量表初稿，再利用兩階段表面效度分析發展第一版幻想量表後，針對18歲至26歲學生進行四次小規模施測，並以內部一致性信度分析結果純化量表，建製出正式量表。最後收集新資料，進行信度分析、驗證性因素分析與效標關連效度分析，建製出一套19題李克特形式五點尺度的幻想量表，量表的內部一致性Cronbach’s Alpha值為0.93，再測信度為0.93，涵蓋「脫離現實的愉悅感」、「非現實」、「個人感受細膩度」與「外顯具體化程度」四大構面。透過分析敘述統計量，本研究認為量表總分超過75分之年輕學生，屬高度幻想者且高消費幻想潛力；量表總分低於50分之年經學生，則為低度幻想者且消費幻想潛力也低。 此外，從文獻中發現消費幻想程度高者，易出現不理性消費與固著式消費傾向，認為可以作為消費幻想之效標，且因為沒有這兩種消費傾向之量表，本研究經由上述建製流程，同步發展出不理性消費與固著式消費傾向兩個量表，最後透過效標關連效度分析，確認固著式消費傾向較適合做為幻想之效標。 / Consumption fantasy means a fantasy-driven consumption behavior. Although Consumer Behavior researchers have paid great attention to this new consumption trend, researchers could only discuss some specific consumption fantasy behaviors by qualitative methods due to the lack of quantitative analysis tools (Belk and Costa, 1998; Martin, 2004; Julia Lee, 2005). Therefore, this construct cannot be explored comprehensively so far. This study aims at developing a scale that can not only measure fantasy stably and effectively but predict consumption fantasy level. Through literature review, fantasy is originated from unmet demand or imperfection, containing four factors which are “Personal Perception”, “Unreality”, “Unrealization”, and “Expectative Feeling”. The content of fantasy covers five dimensions that are the probability of “Perceptive Realization”, the degree of “Pass Experience Relatedness”, “Embodiment”, “Fineness”, and “Persistency”. Referring to some researchers about scale development (Zaichkowsky, 1985; Lichtenstein et al., 1990; Churchill, 1979), these factors and dimensions mentioned above had come into use in generating items pool. Four panel discussions were held on the revision of items pool and the first draft of fantasy scale was developed. The first edition of this scale was created by means of two-staged face validity analysis. Four small-scale surveys were executed and respondents are students, ranging from 18 to 26 years old. The first edition scale is purified and become formal fantasy scale through assessing internal consistency reliability. The last new data is collected by formal scale and internal consistency reliability, confirmatory factor analysis and criterion-related validity, which are measured for assessing the quality of formal fantasy scale. Moreover, two groups of another new data are collected for assessing test-retest reliability. Through the process mentioned above, fantasy scale, which contains 19 Likert-type items, is developed. And Cronbach’s Alpha of this scale is 0.93; test-retest reliability is 0.93. This scale covers four dimensions, which are “Delight of Fleeing from Reality”, “Unreality”, the degree of “Fineness” and “Embodiment”. The young students whose scale score is over 75 are grouped into high degree of fantasy and easily transform their fantasy into consumption behaviors,on the other hand, the young students whose scale score is below 50 are categorized in low degree of fantasy and hardly transform their fantasy into consumption behaviors. Besides, irrational consumption tendency and fixated consumption tendency are discovered to be the criterion of consumption fantasy from literature review. For the lack of measure tools for these two consumption tendencies, the similar development process is adopted for developing another two scales. By assessing criterion-related validity, fixated consumption tendency is confirmed to be fitter for criterion of fantasy.

本論文運用後設統合分析的程式與技術，來整合台灣歷年生活型態研究的實證結果，主要的研究目的在於以社會生活的結構性特徵來做為生活型態量表衡量的主體，以此構念來做為比較不同生活型態量表效率的基礎，運用後設統合分析的形式，來探討影響歷年生活型態量表效率的因素，提供未來生活型態研究，如何增進量表使用效率的參考依據。本論文以歷年生活型態量表研究最常被採用的主成份因素分析法所求出的實證結果，做為檢驗本論文研究假設的樣本資料，總共收集了208篇論文研究，247份有效樣本。 研究結果顯示，生活型態量表效率與題數之間，有顯著的線性關係，題數越多，量表效率越高；特殊型量表比一般型以及混合型量表的效率低；樣本涵蓋的區域越大（跨區相對於單一區域樣本），呈現的生活型態量表效率越低；特殊性樣本（以使用特定產品或出入特定場所為樣本）相對於普遍性樣本，呈現的生活型態量表效率越高；樣本數越大呈現的量表效率越低；在隨機抽樣的架構下，隨著樣本人數增加，導致生活型態量表效率降低的幅度，比非隨機抽樣架構，降低的幅度來的小；而實證研究所使用的樣本年齡差距、混合或單一性別樣本、以及量表等級尺度，並不會影響生活型態的量表效率。

本論文以PZB的品質模型探討各項訓練服務品質，期待與知覺之關連性與差異性，研究聚焦在Parasuraman et al.之SERVQUAL 模型中的實體性、可靠性、反應性、保證性、與關懷性等面向。於2010年11月以問卷調查法訪問臺北市消防救助服務之行政人員、教官與學員，共計發放問卷153份，有效回收124份，有效回收率為81.05%。經問卷信度考驗顯示問卷具相當的可靠性。 本研究發現，訓練單位行政人員與教官對學員所期待的訓練服務品質 的認知，低於學員所期待的訓練服務品質（缺口一）；學員對訓練服務品 質的感受程度低於期待程度（缺口五）。上述結果顯示，訓練的行政人員 與教官在訓練服務品質之認知上，與學員對訓練服務品質之認知和感受有 差距。此差距導致教育訓練之品質無法達到雙方之預期，對訓練中心之教育訓練成效有顯著影響。 建議訓練中心應加強訓練課程教官與行政人員的服務理念；加強行政人員專業職能之培訓；建立教官團隊，技術交流與提昇；建立以「學員為中心」的訓練模式；救助訓練專業化發展及有效結合各項訓練資源，持續更新強化專業訓練設備；並建立訓練單位的內部稽核制度，嚴謹監督訓練作業過程，以滿足學員對訓練服務品質的需求。 本研究也建議未來可針對缺口二、三、與四進行檢驗，並可考慮進行其他期別或地區的研究，擴大其研究範圍，結合國內各縣市消防機關救助隊訓練學員，比較其差異及共同性，作為內政部消防署及各縣市消防機關未來辦理救助訓練之參考。研究者對於PZB理論應用在專業救助訓練領域的討論，結果發現對於專業嚴格的訓練有部分尚無法適用PZB理論，建議後續研究者，進行更進一歩之研究與分析。

Mokken (1971) 提出兩個無母數反應試題理論模型，包含單調同質性模型(MHM)和雙重單調同質性模型(DMM)，Grayson (1988) 和Huynh (1994)說明並證明出在單調同質性模型架構之下，受試者二元反應試題的回答總分與受試者的潛在特質具有MLR(monotone likelihood ratio)的性質，因此也具有SOM(stochastic ordering of the manifest variable)及SOL(stochastic ordering of the latent trait)這兩個隨機排序(stochastic ordering)的特性。另外，Mokken (1971) 也提到在Mokken量表下，受試者的試題回答總分與受試者的潛在特質有高度相關。然而這些好的特性都僅只於理論上的說法，實務的應用上並沒有實際的數字可作為使用者的參考依據。本研究將利用模擬實驗的方式，就上述議題作探討。 模擬結果顯示，未加權的時候，使用答題總分來排序受試者的潛在特質或藉由受試者的潛在特質來預估其答題總分之正確率都會隨著鑑別參數的增加而增加，前者正確率約有七成以上，後者正確率則大約有八成以上；受試者的潛在特質與其答題總分的相關係數也隨著鑑別參數增加而增加，大約介於0.50與0.80之間。 / Mokken (1971) proposed two Nonparametric Item Response Theory Models, the Monotone Homogeneity Model (MHM) and the Double Monotonicity Model (DMM). Under MHM, Grayson (1988) and Huynh (1994) showed that the unweighted total score for dichotomous items has monotone likelihood ratio (MLR) in the latent trait θ, which in turn implies two stochastic ordering (SO) properties, namely SOM (stochastic ordering of the manifest variable) and SOL (stochastic ordering of the latent trait). In addition, Mokken (1971) also mentioned that the total score were highly correlated with the latent trait for subjects. However, these properties are only theoretical arguments, and there are no actual figures that can serve as a guideline for practitioners regarding how good the properties are. We hence try to answer some of the questions through simulation experiments in this study. Simulation results show that the accuracy rate of using unweighted total score to rank the latent trait of subjects and the accuracy rate of using the latent trait to predict the total score for subjects will increase with the discrimination parameters. The former is about more than 70%, while the latter is about more than 80%. The correlation coefficients between the total score and the latent trait of subjects will also increase with the discrimination parameters, ranging between 0.50 and 0.80.

本研究透過文獻探討對服務品質理論及LibQUAL＋™量表進行瞭解，進而對於國內外探討圖書館服務品質之作法加以探討，並選擇新竹縣立圖書館為個案研究對象，對新竹縣立圖書館入館讀者採隨機抽樣調查，就研究結果提出關於服務品質之相關分析與建議，作為新竹縣立圖書館未來營運管理及讀者服務之參考，期使藉由本研究讓圖書館能更正確瞭解讀者需求及圖書館現況問題並能有效調整資源分配，提升圖書館服務品質，提供民眾更優質的公共圖書館。 　　 本研究採用問卷調查法，以圖書館服務品質LibQUAL＋™量表為基礎，於106年3月期間對新竹縣立圖書館入館民眾進行隨機抽樣調查。研究結果顯示：(一)新竹縣立圖書館讀者類型中以自修族群為最多(二)以讀者使用資源頻率來看，低涉入讀者為最多(三)讀者不同背景對於使用圖書館館藏資訊系統上有差異性(四)讀者最重視圖書館環境構面的服務品質(五)圖書館服務品質中表現最佳是服務影響性構面(六)以四象限分析法探討服務品質要項，讀者最在意的為環境 (七)讀者服務涉入程度與服務品質三構面上有重要關聯性(八)讀者對圖書館服務成果認同度排名第一為整體閱讀環境(九)不同學歷背景讀者對服務成果認同度有顯著差異(十) 56歲以上年長族群相對較少(十一)服務成果與服務品質三構面有高度正相關(十二)讀者的意見回饋中，以「圖書館環境」為讀者最重視因素(十三)圖書館可依服務藍圖檢視服務品質改善方法。 根據上述研究結果，本論文提出七項建議：(一)改善閱讀空間品質，滅少干擾元素(二)加強閱讀活動辦理，鼓勵讀者參與(三)強化資訊提供功能，改善數位資源及設備(四)成立館藏發展小組，加強編目專業訓練(五)深入瞭解讀者需求，提升服務品質(六)保持優質服務態度，暢通讀者意見回饋管道(七)加強分齡分眾概念之服務。 / The key goal of this research is to discuss the improving of service quality of some university libraries through applying LibQUAL＋™ as a qualitative method and theory. We apply this to evaluate the library service quality of the Hsinchu county library through random sampling on the library readers. From the result of the research, we can get some conclusion and advices for the library to take it as as the reference. We expect that the library can realize the demand of readers more and find the bottleneck of it's operation so that they can rearrange the allocation of the resources to improve the service quality from the reader's perception. We complete the research with the questionnaire method through applying LibQUAL＋™. The investigation was carried out by random sampling the readers of the Hsinchu county library during the opening hours in March in 2017. The research result shows that: (1) The major part of the readers are those for self-studying. (2) From the view of souring frequency of library resources, most readers are "low involvement". (3) the sourcing of Library Information Processing System differ from the background of the readers. (4) What the readers care most are the enviromental factors of service quality. (5) The service factors get highest score. (6) from the Four quadrant analysis, what the readers care most are the enviroment. (7) The involvement of the readers is high related to the three factors of service quality. (8) What the readers recognize most considering the service result is the reading enviromment. (9) The recognition degree of the service result differ from the educational background of the readers. (10) The recognition degree of the service result differ from the "service involvement" of the readers. (11) The service result is highly related to the three factors of service quality. (12) The library can get the way to improve the service quality through th service blueprint. According the research above, this thesis propose 7 suggestion: (1) To improving the Reading space to minimize interference. (2) To hold more reading activities and encourage more readers to participate in. (3) To enhance the information support and improve the information indicaiton. (4) To establish the Library Collections Development Panel and enhancing the training of cataloging. (5) To enhance the electrical resource to improve the information equipment. (6) To understand the demand of readers more to improve the service quality. (7) To provide service with good attitude and keep the communication chanels smooth.

「消費者洞察(consumer insight)」於廣告操作角度而言，是一種藉由情感反應促進認同的『說服工具』，是將「廣告訊息」轉換為「更有說服效果」的一種策略(how to say)。而從廣告閱聽者角度來說：是以其主觀角度認為「廣告能夠轉換出自己與品牌(產品)之間的互動經驗(認同價值)，且具有啟發性與移情作用，覺得廣告真正”了解我”，會讓自己感動與共鳴」。本研究以學術研究的角度，歸納出「操作型定義」，並建立一個初探性的評量工具：「廣告消費者洞察量表(題庫)」。透過「修正德菲法調查」，藉由廣告界實務專家的檢視與討論，確認相關輔助理論的支持，與量表問項。再以因素分析，歸納出「消費者洞察(consumer insight)」的內涵構面因素，以及因素與研究理論的回應分析。 研究結果顯示：對於以「情感」、「廣告轉換性」、「動機」、「價值觀」、「生活型態」、「自我概念」論點，來輔助定義「廣告消費者洞察」，參與調查的專家群，達一致性同意。而在量表題項方面：依據文獻理論，編列出的基礎題項，經過「修正德菲法」，3回合同意程度調查，建構出本研究初探型之「廣告消費者洞察量表」。 因素分析部分，可歸納出16個因素， 以第一個因素(心聲)為最主要(佔35.27%)，前6個因素可解釋原有變數之變異，達72.24%。主要6個因素，命名為：「心聲」、「好感」、「渴望」、「個性」、「創意」、「驅力」。而主要因素間，以及因素與研究理論間，都得以與相關文獻理論做回應。 歸納文獻論點與本研究結果：「廣告消費者洞察」可說是：「消費者自我經驗(認同價值)」與「創意」的整合；一方面要能與消費者本身經驗(認同價值)能夠結合，建立情感與說服的基礎，另一方面又需要創意性整合溝通，提升注意度。另外，Consumer insight與以往相關廣告理論，是一種「交集」的關係；有如：涉入(involvement)、定位(position)…，這些論點是能協助廣告效果達成的策略外，同時也是探索「消費者洞察」的來源。「消費者洞察」可說是上述相關論點思考後的交集點，是一個除了考量上述論述思維外，還能激起情感反應，感動人的敘事角度(廣告主張)。其操作過程為：在上述論述分析、歸納後，再從中找出一個能激發最大情感反應的主張，能讓廣告人(team members)有共識，也能讓閱聽者認同鼓舞叫好，最後輔以創意的張力(impact)，提升注意度。而問題就在於這個insight點，往往藏於消費者心裏深處，不容易為人知，需要廣告人找出來。而此研究的量表，就要協助檢視我們找出的insight，是不是也真的獲得消費者(廣告閱聽者)的認同。 關鍵詞：消費者洞察(consumer insight)、量表( scale)、情感反應(affectivity)、轉換性(transformation) / From the adman’s point of view,「Consumer insight」is the strategy to persuade consumers with the move power (affectivity). On the other hand,「Consumer insight」from the consumers angle is a advertising can transform his(her) experiences or values of the product (brand) and lets he(she) to feels the ad is understand me so much and arouses affectivity. The purpose of this article is to construct the scale to measurement consumer insight, through the Modified Delphi Method, moreover, to analysis the consumer insight inside factors through Factor Analysis. The results showed that: (1) all the specialists agreed that through the theories: Affectivity, Transformation, Motivation, Values, Life-style, and Self-concept to support consumer insight definition. (2) The consumer insight scale was constructed to establish the research foundation in this field for the future. (3) Factor Analysis shows that the main factors of consumer insight are “heartfelt wishes”, “favorable impression”, “aspirations”, “creativity”, “personality”, “motivate”. In conclusion, almost the marketing and advertising theories can help us to find the consumer insight, moreover, consumer insight is the converge point of those strategically thinking (for advertising) and what’s more it can arouses the affective, and to make persuasion easily. Moreover, the consumer insight scale of this study can check those “insight” we found whether the consumers to think it are insight too. Key words: consumer insight, scale, affectivity, transformation.

在抽樣調查的資料中，可能因為題意不清、關係到個人隱私，或是議題太過於敏感而導致受訪者「拒答」。透過存在拒答的樣本資料來做分析探討時，很可能會造成偏誤的研究結果，因此如何處理無反應的資料常常是一項研究結果是否可信的重要關鍵之一。常見的處理方式通常是設法對這些拒答資料進行插補。然而插補的好壞一直沒有一個判定準則，分析結果亦常因此受到質疑。 本研究將針對葛特曼量表的資料型態，利用「正確率」的概念，用不同的插補方式，包括社會科學研究常使用的簡易插補法，以及多重插補法與最鄰近插補法等方法，透過計算正確率來比較插補的好壞以及推論適用的時機。本研究以「台灣社會變遷基本調查」第四期第三次的調查資料中，有關性態度的題目做為例子，將其中符合葛特曼量表的資料視為「黃金標準」，並按照其中拒答部分的形態，從黃金標準中製造拒答資料。隨著拒答率的上升，每種拒答形態對應的個數將等量放大。 研究結果發現，簡易插補法的正確率可以透過公式推導求出。在這筆資料之下，不論何種簡易插補方法，其正確率都不超過32%，但隨著拒答型態與社會開放程度的不同，拒答率會有很大的變化。多重插補法之下的結果比簡易插補法略好一些，有接近33%的正確率，但從便利性來看使用簡易插補法就比多重插補法來的高。最鄰近插補法的正確率是相對比較高的，最高可以達到約47%，然而執行上比較花費時間，以及正確率有隨著拒答率的上升而下降的趨勢都是最鄰近插補法可能的問題。 / In a questionnaire survey、respondents may refuse to answer certain items since the questions themselves are unclear、sensitive、or relating to personal privacy. An analysis result using a data set containing refusal responses might be biased、how to deal with survey refusals have thus drawn much attention of late. One popular approach is through the use of imputation. However、lacking a criterion to evaluate its performances、there exist debates concerning the usefulness of this approach. In this study、we compare Simple imputation Method、Multiple Imputation Method、and Nearest Neighbor Method to deal with refusals in a set of survey items forming a Gittman scale in terms of imputation accuracy. Data are taken from the 2002 Taiwan Social Change Survey (TSCS)、and the items of interest are about sexual attitude. The parts of data that satisfy perfect Guttman scale are treat as 「Gold Standard」、and refusals are generated according to the original refusal pattern appear in the data. The result shows that the accuracy associated with Simple Imputation can actually be derived theoretically. No matter which version of Simple Imputation is applied、the accuracy is no more than 32%. Multiple Imputations performs slightly better than Simple Imputation、the accuracy is about 33%. However、it is less efficient in terms of computer time. Although Nearest Neighbor Method has the best performance the three、and its accuracy can reach as 47%、it requires much more computer time than the other two methods、and the accuracy would decrease as the refusal rate goes up.

對於諮商員所應具備特質的界定和探討，在諮商的理論和實務上，是很重要的課題；然而現有的各種心理測驗，很難明確且完整地測量到諮商員應具備的各種特質。基於此，本研究界定出利於諮商工作的個人特質，發展適當的測量工具，建立國內諮商員的特質常模，並探討諮商員的背景變項與其個人特質的關係。 　　本研究首先整理國內外有關諮商員特質的文獻，包括學者的看法、實徵的研究及現有測量諮商員特質的工具所涵蓋之向度，並對國內諮商學者和實務工作者進行問卷調查，界定出諮商員欲勝任其工作，所應具備之24項重要特質。其次，根據上述的重要特質，編定「諮商員特質量表」，並對602位諮商員及1211位大學生進行施測，以建立量表的信、效度及諮商員的百分等級常模。 　　本研究主要的發現有： 　　1.諮商員在23項特質上，高於一般大學生。 　　2.女性諮商員在同理心特質上高於男性諮商員。 　　3.社會機構諮商人員在14項特質上高於學校輔導人員。 　　4.研究所學歷的諮商員，在對人有興趣及喜好內省兩個特質傾向上，高於大學學歷的諮商員；但在誠實特質上，不如學歷為大學或專科的諮商員。 　　5.畢業於本科系所的諮商員，在對人有興趣特質上高於畢業於相關科系者；在喜好內省特質上高於畢業於相關科系及輔導四十學分班者。但在自信、樂觀、變通性、責任感、誠實、樂於助人、能夠容忍及客觀8項特質上，畢業於本科系所的諮商員不如畢業於其他系所的諮商員。 　　本研究亦根據研究結果及研究心得，對未來研究、諮商員特質量表的改進及使用、諮商員教育提出具體建議。

專屬資產是交易成本理論中最具有預測力的構念，過去專屬資產構念主要是應用在B2B交易情境，本研究欲將專屬資產所衍伸的概念應用在廠商與消費者間的交換關係，並修正目前專屬資產相關量表的一些問題，包括了對專屬資產的衡量並沒有一致性的作法、衡量方式沒有回歸到專屬資產最原始的定義，以及有些研究用單一題項或是代理變數來衡量會產生效度上的問題，因此研究一依循Churchill（1979）及Hinkin（1998）建議的量表發展程序而發展出能應用到B2C情境的消費者專屬資產量表，本研究以兩階段問卷共計1453位受訪者為施測對象，透過探索性及驗證性因素分析發展出六個構面-「特有使用知識專屬資產」、「特有實體設備/軟體或服務專屬資產」、「忠誠客戶優惠專屬資產」、「特有人際關係及溝通效率專屬資產」、「心理層面認同專屬資產」、「特有無形社會壓力專屬資產」共計19題之消費者專屬資產量表，資料顯示量表具有良好的信、效度及因素結構。 研究二為整體模型架構實證，透過文獻整理釐清專屬資產及移轉成本的相同點、相異點及兩者間的關係，並將專屬資產與移轉成本放入消費者信任-滿意-忠誠回應架構中，結果發現專屬資產為移轉成本的前置變數，且專屬資產及移轉成本皆為消費者滿意與忠誠回應間之重要中介變數。 研究三為比較本研究發展的專屬資產量表（AS量表）與傳統專屬資產量表（TAS量表）在構念預測力上是否有顯著差異，結果發現五個產業中有兩產業（專櫃化妝品業與進口車業）AS量表預測力顯著高於TAS量表，三產業（銀行業、美髮業、精品業）無顯著差異。 / Specific asset is the most predictable construct in transaction cost theory. The construct of specific asset has been most commonly used in B2B context in the past. This research aims to extend the application of specific asset to B2C context, and also solve the following 3 issues regarding the present specific asset scales. First, there is no consent about the measurement of specific asset. Second, the definition of specific asset is misunderstood. Third, some researches use single item or proxy variables to measure specific asset, which leads to potential construct validity problems. Therefore, study 1 follows Churchill (1979) and Hinkin (1998) to develop the consumer-specific-asset scale. This study uses two stages of empirical data and collects 1453 valid samples. Through exploratory and confirmatory factor analysis, this study develops a 19-item instrument, including six types of consumer-specific-asset: 1) specific knowledge, 2) specific equipment/software or service, 3) loyalty program, 4) specific relationship and communication, 5) identification, 6) invisible social pressure. The analyzed data shows that this scale has reliability, validity and good factor structure. Study 2 seeks to provide an empirical test of the structural model. The author identifies the similarities, differences and the relationship between specific asset and switching cost first, then put the specific asset and switching cost into the trust-satisfaction-loyalty response model. The results show that specific asset is the antecedent of switching cost, and both specific asset and switching cost are the important mediators between consumer satisfaction and loyalty response. Study 3 focuses on comparing the predictability between the new specific asset scale (developed from study 1) and traditional specific asset scale. The results suggest that among the 5 industries this study chose, the new specific asset scale predicts better in the 2 industries (cosmetic and car) and no significant difference in the 3 industries(bank, hair stylist and luxury goods).