在WEB 2.0時代的帶動下，社群網站已然成為時下流行文化，個人創作者紛紛投入社群網站的經營，觀察近年來幾個事件，社群網站對於創作者的發展確有推波助瀾之效，為有助於創作者對社群網站的運用，本研究針對個人創作者與社群網站兩者之間的關係與影響，進行分析、研究。 因此，本研究採取質性研究，以多重個案分析，一個創作者即為一個個案。以貼近一般大眾閱讀口味的類型為主，選取文學小說、兩性家庭、生活風格三大類。從近三千位華文創作者中，首先挑選上百位創作者公開的社群網站，再從個人創作到作品出版的五大步驟與歷程：（一）創意的產生與發展；（二）作品的呈現方式；（三）作品的傳遞與管道；（四）作品的行銷與推廣；（五）創作者個人品牌的建立與累積，觀察、分析三種不同類型創作者的社群網站在這五大面向的內容與作為，比較各個創作者社群網站經營的異同，以期找出社群網站經營之道與影響力。 經過分析與研究，歸納出以下結果：（一）個人創作運用社群網站有助於創意的產生與發展，意見的回饋對於創作的方向更能掌握，呈現的方式越趨多樣化，朝多媒體發展，也能藉社群網站累積人氣、增加知名度、建立個人品牌。（二）社群網站提供創作者固定的據點，使他們易於被看見與聯繫；不同類型的創作者以各自擅長的方式在此展現自我，營造自我特性。創作者活用社群網站此項工具，並著重回歸到創作的核心能力。 本研究提供後進創作者經營社群網站的策略擬定與具體建議，並給予和創作者息息相關的出版產業一些意見，以及對於社群網站研究有興趣者參考，可擴及將創作者延伸至文創產業或相關產業的應用研究。 / Driven by web 2.0, social networking websites have become part of the pop culture. Creative writers have been jumping on the bandwagon running their own social networking websites. From the observation of recent events, it has confirmed that social networking websites did have helped promote the creative writers. In order to improve the use of social networking websites for the creative writers, this research analyzed and studied the relationship and influence between the creative writers and social networking websites. This research comprised of multiple qualitative case studies – one creative writer forming a single case – and focused on three popular genres, literature and fiction, relationships as well as lifestyle. First of all, hundreds of Chinese creative writers’ public social networking websites out of approximately 3,000 were selected. The next step was observing and analyzing the content and behaviors of the creative writers of these three genres on social networking websites during the five primary activities in the publishing process: the development of ideas; the presentation; the delivery channels; marketing and promotion; the branding and reputation of the author. This research was to find out the key success factors and influence of social networking websites through the comparison between those creative writers’ websites. Following the analysis and studies, the conclusion was drawn as follows: 1.Social networking websites are beneficial for the development of ideas. Online feedback provides the directions for writing. It diversifies the presentation especially the use of multi-media. Meanwhile social networking websites also help boost the awareness and popularity of the writers and ultimately build the personal branding up. 2.Social networking websites provide a stable platform for writing where the writers can be easily seen and contacted. Creative writers of various genres express themselves in their own specialist ways, shape their own USPs (unique selling propositions) and re-focus on the pivotal skills – writing – through the wise use of social networking websites as a tool. This research provides the subsequent creative writers with the strategies and advice on how to operate social networking websites. It also provides suggestions to the publishing industry that is closely linked with the creative writers. For researchers who are interested in social networking websites, this research may be applied to cultural and creative industry or other related industries.

摘要 本研究旨在瞭解國民小學學校型態實驗教育的創新經營、組織效能與校長領導行為之內涵與現況，探討其關係，進而建構與驗證三者之互動模式，最後依據研究結果提出建議。本研究採用文件分析與調查研究法，以台灣地區105學年度公辦公營之國民小學學校型態實驗教育學校教師為研究對象，總共發出335份問卷，問卷回收率為91.94%，有效問卷則為89.55%。正式問卷回收後，分別以描述性統計、獨立樣本t考驗、單因子變異數分析、皮爾森積差相關以及結構方程模式等統計方法進行分析。 依據研究結果與分析歸納，獲得結論如下： 一、國民小學學校型態實驗教育在學校創新經營現況呈現中高程度發展。 二、國民小學學校型態實驗教育在學校組織效能現況呈現中高程度發展。 三、國民小學學校型態實驗教育在校長領導行為現況呈現中高程度發展。 四、在國民小學學校型態實驗教育之教育人員的背景變項中， 不同職務、校長在該校服務年資、不同學校規模等，在創新經營得分之差異達顯著水準。 五、在國民小學學校型態實驗教育之教育人員的背景變項中， 不同職務、校長在該校服務年資、不同學校規模等，在學校組織效能得分之差異達顯著水準。 六、在國民小學學校型態實驗教育之教育人員的背景變項中，不同服務年資、不同職務、校長在該校服務年資、不同學校規模等，在校長領導行為得分之差異達顯著水準。 七、整體學校創新經營與整體學校組織效能間呈顯著的正相關，且與「學生學習」及「學生展能」之相關程度最高。 八、整體校長領導行為與整體學校組織效能間呈顯著的正相關，且與「行政領導」及「控制」之相關程度最高。 九、整體校長領導行為與整體學校創新經營間呈顯著的正相關，且與「行政管理」及「控制」之相關程度最高。 十、學校創新經營透過校長領導行為影響學校組織效能，校長領導行為具有部分中介效果。 本研究根據以上結論，提出相關建議，俾供主管教育行政機關、學校教育人員及後續研究之參考。 / Abstract This study aims to understand the connotations and status of the innovative operation, organizational effectiveness and the dean’s leadership in primary schools under the school-pattern experimental education, probe into their relations so as to construct and validate the patterns of interactions between these three aspects and finally propose suggestions based on the research results. The document analysis and survey method is adopted for the study purpose and the objects are the teachers in public primary schools that apply school-pattern experimental education in 2016. A total of 335 questionnaires were issued, with a response rate of 91.94% and a valid response rate of 89.55%. The collected questionnaires were analyzed with such statistic methods as descriptive statistics, T-test, one-way ANOVA, Pearson's product-moment correlations, and Structural Equation Modeling (SEM). The study came to the following conclusions based on the findings and analytic induction: 1.The school-pattern experimental education in primary schools shows a medium to high level of development in the school’ s innovative operation. 2.The school-pattern experimental education in primary schools shows a medium to high level of development in the school’ s organizational effectiveness. 3.The school-pattern experimental education in primary schools shows a medium to high level of development in the principal’s leadership. 4.Among the background variables of educators in primary schools applying school-type experimental education, such variables as the educators’ titles, the principal’s seniority in the school as well as the size of the school would bring significant differences in the scores of the school’s innovation operation. 5.Among the background variables of educators in primary schools applying school-type experimental education, such variables as the educators’ titles, the principal’s seniority in the school as well as the size of the school would bring significant differences in the scores of the school’s organizational effectiveness. 6.Among the background variables of educators in primary schools applying school-type experimental education, such variables as the educators’ seniority and titles, the principal’s seniority in the school as well as the size of the school would bring significant differences in the scores of the principal’s leadership. 7.The school’s overall innovative operation has a significant positive correlation with its organizational effectiveness, with the highest degree of correlation with “students’ study” and “students’ performance”. 8.The principal’s overall leadership has a significant positive correlation with the school’s organizational effectiveness, with the highest degree of correlation with “administrative leadership” and “control”. 9.The principal’s overall leadership has a significant positive correlation with the school’s innovative operation, with the highest degree of correlation with “administrative management” and “control”. 10.The school’s innovative operations would influence its organizational effectiveness through the principal’s leadership, which embodies a partial medium effect. Based on the above conclusions, this study proposed related suggestions for the reference of competent educational and administrative authorities, the school educators as well as future studies.