| 一、 | ||
| 二、 |
最佳論文 |
|
| 張允文、盧正宗、郭佳如、盧冠嶧 | ||
| 蔡垂君、簡義信、林依萩 | ||
| 周子敬 | ||
| 余明助、蔡婉瑜、陳宜伶 | ||
| 林龍生、林岱琪、施柔君、黃英忠、張君蔓 | ||
| 三、 |
佳作 |
|
| 吳泓怡、曾毓雯、廖麗敏 | ||
| 鄭滄祥、丁淑方 | ||
| 鄭永斌、林金池、呂佳鴻 | ||
| 鄭永斌、林金池 | ||
| 黃英忠、杜佩蘭、吳李長、林睿杰、林美蘭、洪育珍 | ||
| 孫嘉明、林雨萱 | ||
| 陳俊宏、蘇欣俞、楊雅雯 | ||
| 方郁惠、楊芸婷 | ||
| 林尚平、陳啟楨 | ||
| 謝琇玲、侯韋光、吳靜萍、施廣南、賴瑋琪 | ||
| 黃英忠、杜佩蘭、陳世發、黃維章、李守蕾 |
第五屆海峽兩岸管理教育發展論壇暨2017第十二屆中華商管科技學會年會及學術研討會
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中華商管科技學會年會暨學術研討會為本學會每年度最重要的大型會議，今年和第五屆海峽兩岸管理教育發展論壇合辦以促使兩岸商業及管理相關領域之產業界與學術界專家能齊聚一堂，互相交流成果與心得，以加強學術交流及促進產學合作，並冀能提升兩岸產業生產力，促進兩岸競爭力。本年度特別感謝雲林科技大學管理學院主辦，雲林科技大學企業管理學系、雲林科技大學創業管理碩士學位學程、雲林科技大學前瞻學士學位學程、龍華科技大學、金門大學管理學院、高雄市人力資源發展學會、廣東財經大學、華南理工大學、深圳大學協辦使本次會議得以盛大舉行。
透過多年來持續辦理，已收錄逾千篇之實務或理論性驗證論文，對累積產業界與學術界之實務心得、研究成果、探討先進技術理念落實之應用深具貢獻。希望各界能持續支持本會宗旨，以長期經營的態度，針對兩岸產業之發展、企業行銷策略、金融及人力資源市場所面臨的衝擊與因應現況，進行相互觀摩研討，以促進兩岸企業產業升級，加強企業競爭力。
本年度收錄論文來自兩岸師生篇數有52篇，經審查後分2個時段12個場次現場發表，並發行論文集，亦將摘要置於網路上供社會各界閱覽。而報名參與學者來自兩岸各大專校院逾40所學校的百餘位教授與研究生，共評選出5篇最佳論文、11篇佳作，將邀請入選本學會出版「商管科技季刊」的審查。再次感謝所有參與此次學術研討會之產、學各界菁英，相信這些優良論著對商業及管理領域之研究與應用必有卓越貢獻與深遠的影響。
中華商管科技學會理事長 徐強
謹識
2017年11月18日
第五屆海峽兩岸管理教育發展論壇暨2017第十二屆中華商管科技學會年會及學術研討會
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為促進海峽兩岸管理教育的發展和學術交流，2013年起由海峽兩岸相關高校成立海峽兩岸管理教育發展論壇，此論壇為海峽兩岸大專院校定期進行之管理教育研討與交流，今年與2017第十二屆中華商管科技學會年會及學術研討會合辦。近年來，創新是知識經濟時代最重要的經濟發展動力，創意、創新精神無疑是推動經濟一大動力，尤其是在綠色科技產業方面，是一種不可避免的趨勢，政府更是提供相當大的資源從事及鼓勵產、學、研各界進行產業創新技術及創新服務研發。本年度研討會主題「創新商業模式發展下商業專業人才培育之挑戰」，希望藉由議題的探討，供學術交流互惠合作之依循，交換研究與學習心得，提升兩岸相關領域教師之教學品質及研究視野。
除此之外，本次研討會的議題相當豐富，包含「會計」、「企業管理」、「商管教育論壇」、「企業策略」、「財務金融與經濟」、「綠色管理」、「創新與創業管理」、「資訊管理」、「行銷與顧客關係管理」、「組織行為與人力資源」等議題，藉此活動集思廣益，將學術與實務互相結合，期望師生的研究成果能為兩岸的企業經營與經濟組織提供實質的貢獻。
本次研討會，中華商管科技學會及雲林科技大學管理學院，無論邀稿、編輯、出版等各項成刊事務，皆全力以赴並力求完美，謹誌上無限感謝與敬佩之意。論文集輯成之後，將申請ISBN，由中華商管科技學會暨雲林科技大學管理學院送到大會。本人對各領域鴻儒碩彥，賜撰大作，敬表欽佩及感謝之忱，並於此預祝大會圓滿成功。
國立雲林科技大學管理學院院長 陳振燧
謹誌
2017年11月18日
THE EFFECT OF BANK CREDIT ADOPTING THE EQUATOR PRINCIPLES ON INSTITUTIONAL INVESTORS’ EVALUATION
張允文
國立臺中科技大學財政稅務系
盧正宗
國立臺中科技大學會計資訊系
郭佳如
國立臺中科技大學會計資訊系
盧冠嶧
國立臺中科技大學會計資訊系碩士班
Yeun-Wen Chang
Department of Public Finance and Taxation,
National Taichung University of Science and Technology
Cheng-Tsung Lu
Department of Accounting Information,
National Taichung University of Science and Technology
Crystal C. Kuo
Department of Accounting Information,
National Taichung University of Science and Technology
Kuan-Yi Lu
Master, Department of Accounting Information,
National Taichung University of Science and Technology
摘要
履行企業社會責任（CSR）已成為全球化的重要管理議題之一，為了杜絕企業為富不仁的經營型態，藉由斷絕黑心企業之資金來源，俾促使該企業能落實CSR，金融機構絕對有責任拒絕融資給不遵守CSR的企業。因此，於2003年由多家國際金融機構提出「赤道原則（Equator Principles, EP）」之綠色金融準則。本研究目的在於探討銀行業採行EP來從事授信業務，對投資人在投資評價上的影響。透過實驗設計方式來驗證本研究主題，實驗對象來自於137位機構投資人。實證結果發現：(1)投資人認為不同的投資資訊（財務、公司治理、CSR、EP資訊）對其投資決策有用性存在顯著之差異性。(2)相較於未簽署EP的銀行，機構投資人會對有簽署EP的銀行產生較高的投資評價（包括投資比例與本益比評價）。(3)當面臨銀行的CSR績效高於同業平均水準時，機構投資人對於銀行是否有簽署EP的投資評價並無顯著的差異性。(4)若面臨銀行CSR績效低於同業平均水準時，投資人對於銀行有簽署EP之投資評價會顯著產生增額的影響效果。在此前提下，銀行藉由掌控企業的授信資金，進而監督與引導該企業履行CSR。因此在投資決策之考量上，投資人會納入此差異化的EP資訊，而略過不佳的CSR績效資訊，畢竟簽署EP所帶來的資訊內涵效應會表現在其股價或盈餘報酬上。
關鍵字：企業社會責任（CSR）、赤道原則（EP）、企業社會責任績效、投資評價
ABSTRACT
Corporate Social Responsibility (CSR) has become one of the major fashion management issues. Financial institutions are obliged to refrain from financing to companies that do not comply with the CSR rules in order to cut off the financial resources of the black enterprises so as to promote their CSR. Therefore, a number of international financial institutions put forward the green finance guidelines of "Equator Principles (EP)" in 2003. The purpose of this study is to investigate the effect of bank credit adopting EP on institutional investors’ evaluation. Experiment design was used to test the research issue. The subjects are 137 institutional investors from the investment fund managers. Empirical results show that: (1)Investors perceive that there are significant differences among investment information (financial, corporate governance, CSR, EP information) for their decision-making usefulness. (2)Institutional investors will have a high investment evaluation (including investment ratio and price-to-earnings ratio) on the banks that have signed EP, compared to banks that do not sign EP. (3)When faced with the banks’ CSR performance is higher than the industry average, the institutional investors do not have significant differences on the investment evaluation of the bank with signing EP or not. (4)When faced with the banks’ CSR performance is lower than the industry average, the institutional investors have significant positive impact on the investment evaluation of the banks to sign the EP. If the banks signed the EP, the banks could control the enterprises’ credit funds and supervise the enterprises to fulfill CSR. So in the investment decision-making considerations, investors will be included in this differentiated EP information, and skip the information of poor CSR performance. After all, the Information content effect brought about by the signing of EP would be reflected in the company's share price and earnings.
Keywords: Corporate Social Responsibility (CSR), Equator Principles (EP), CS Performance, Investing Evaluation
臺灣高、低波動Smart-Beta公司之「流動性風險」、「市場風險」、「信用風險」關聯性研究
THE RELATIONSHIP OF LIQUIDITY RISK, MARKET RISK AND CREDIT RISK: AN EVIDENCE FROM TAIWAN HIGH AND LOW SMART BETA CORPORATION
蔡垂君
靜宜大學會計學系教授
簡義信
靜宜大學會計學系副教授
林依萩
靜宜大學會計學系研究生
Chui Chun Tsai
Professor, Department of Accounting,
Providence University.
I Hsin Chien
Association Professor, Department of Accounting,
Providence University.
Yi Chiu Lin
Graduate Student, Department of Accounting,
Providence University
摘要
探討企業之相關文獻，以直接探討對中小企業之工作滿足之影響居多，很少探討組織氣氛、自效能的中介效果，因此本研究以桃園市、台北市、基隆市三家不同的製造業、船務業、倉儲業內部員工與主管進行研究分析。問卷共計回收320份，其中有262份是有效問卷。經SEM分析後發現：（1）休閒參與動機對於組織氣氛、自我效能與工作滿足均具有正向顯著影響；（2）組織氣氛對自我效能具有正向顯著影響；（3）組織氣氛、自我效能在休閒參與動機對工作滿足中，具有部分中介效果。
關鍵字：流動性風險、市場風險、信用風險、Granger因果關係模型、高與低smart beta公司
ABSTRACT
In this research, we adopt the "Low and High Volatility Smart Beta Type Company" issued by Taiwan Index Company on December 16, 2016 as the empirical samples. Then, we divide them as High Volatility Smart Beta 30 company and Low Volatility Smart Beta 30 company, respectively. Using Granger causality model as the research model and the empirical results show that, (1) In high beta 30 company case, “credit risk” could effect "market risk" and “liquidity risk" in more variables. The "market risk" could effect “liquidity risk only. The “liquidity risk” could effect “credit risk” and “market risk". (2) In low beta 30 company case, there are interrelationships between "credit risk" and "market risk" and "liquidity risk".
Keywords: Liquidity Risk, Market Risk, Credit Risk, Granger Causality Model, High And Low Smart Beta Corporation
A PARTIAL LEAST SQUARE - STRUCTURAL EQUATION MODEL
OF ENTREPRENEURIAL ORIENTATION FOR BANKING
MANAGERS OF A NATIONAL BANK
周子敬
銘傳大學應用統計與資料科學學系助理教授
Tzu-chin Rejoice Chou
Assistant Professor, Department of Applied Statistics & Information Science,
Ming Chuan University
摘要
本研究目的在於檢測某國營銀行管理人員創業導向中五個重要因素之間的關係。這五個重要因素分別為自治（原因因素）、創新性（中介因素）、主動性（中介因素）、風險承擔（結果因素）及競爭積極性（結果因素）。本研究母群體為臺灣某國營銀行的所有管理人員，所蒐集的1,514樣本進行了最小平方法結構方程模式分析，藉由分析軟體SmartPLS 3以分析資料潛在變數之路徑模式。研究結果顯示管理人員的自治與其他4個因素具有顯著正向關係；扮演中介因素的創新性對於主動性、風險承擔及競爭積極性有顯著正向影響；另一個扮演中介因素的主動性因素對於風險承擔，以及競爭積極性亦具有顯著正向影響。然而，風險承擔結果因素對於競爭積極性沒有影響。本研究的發現可幫助國內國營銀行管理人員激勵其下屬參與創業導向活動。
關鍵字：創業導向、國營銀行、最小平方法結構方程模式
ABSTRACT
The present study aims to investigate the relationships among five crucial factors of entrepreneurial orientation of a national bank. These five crucial factors are Autonomy (cause factor), Innovativeness (mediating factor), Proactiveness (mediating factor), Risk Taking (effect factor), and Aggressive Competitiveness (effect factor). The population of the study includes the banking managers of a national bank in Taiwan. The 1,541 collected data were analysed using the partial least squares structural equation modelling (PLS-SEM) method. The Smart PLS 3 software was applied to analyse the data and path modelling with latent variables. Our findings showed that Autonomy has a positive, significant impact on the other four factors among the managers. Innovativeness as the mediating factor had a significantly positive relationship with Proactiveness, Risk-taking, and Aggressive Competitiveness; the other Proactiveness mediating factor also had a significantly positive relationship with risk-taking, and with Aggressive Competitiveness. Moreover, the risking-taking effect factor had no impact on the Aggressive Competitiveness effect factor. The findings of this study can help managers of a national bank in Taiwan to motivate the staff to engage in entrepreneurial orientation activities.
Keywords: Entrepreneurial Orientation, National Bank in Taiwan, Partial Least Squares - Structural Equation Modelling (PLS-SEM)
道德領導、企業社會責任、道德基礎動機與組織公民行為跨層次分析
A MULTILEVEL ANALYSIS OF ETHICAL LEADERSHIP, CORPORATE SOCIAL RESPONSIBILITY, MORALITY-BASED MOTIVE AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR
余明助
國立台南大學行政管理學系 教授
蔡婉瑜
國立台南大學行政管理學系 碩士
Ming-Chu Yu
Professor, Department of Public Administration and Management,
National University of Tainan
Wan-Yu Tsai
Graduate Student, Department of Public Administration and Management,
National University of Tainan
摘要
本研究採跨層次分析，探討團隊層次的道德領導、企業社會責任對個人層次之道德基礎動機與組織公民行為的影響，並檢驗團隊層次的企業社會責任及個人層次的道德基礎動機之跨層次中介效果。本研究係以中小企業行政管理部門之工作者為研究對象，共計發放1300份問卷，得977份有效問卷，經統計分析後，研究結果發現道德領導對道德基礎動機、企業社會責任及組織公民行為皆有顯著正向影響。員工的對組織企業社會責任的認知與道德基礎動機皆會對組織公民行為有正向影響。最後，組織層次的道德領導有助於正向影響組織善盡企業社會責任以及提升個人層次的道德基礎動機，進而影響員工的組織公民行為。
關鍵字：道德領導、道德基礎動機、企業社會責任、組織公民行為
ABSTRACT
This study examined how ethical leadership influences organizational citizenship behavior by both corporate social responsibility (at the organizational-level) and morality-based motive (at the individual-level). The information was gathered from those who work in small and medium-sized enterprises (SMEs), a total of 1300 questionnaires were distributed, 977 valid questionnaires were obtained. After the statistical analysis, this study found that: The ethical leadership has a significant positive impact on morality-based motive, corporate social responsibility and organizational citizenship behavior. Then, the employee’s perspective of corporate social responsibility and the morality-based motive have significant positive impact on organizational citizenship behavior. Furthermore, the corporate social responsibility and morality-based motive mediated between the ethical leadership and the organizational citizenship behavior.
Keywords: Ethical Leadership, Morality-Based Motive, Corporate Social Responsibility, Organizational Citizenship Behavior
CONFLICT WITHOUT BREAKING? RELATIONSHIP BETWEEN
TEAM CONFLICT AND TEAM CREATIVITY: THE MODERATING
EFFECT OF TEAM TRADITIONALITY
林龍生
台南應用科技大學企業管理學系助理教授
林岱琪
國立高雄大學亞太工商管理學系碩士研究生
施柔君
國立高雄大學亞太工商管理學系碩士研究生
黃英忠
國立高雄大學亞太工商管理學系教授
Long-Sheng Lin
Assistant Professor, Department of Business Administration,
Tainan University of Technology
Tai-Chi Lin
Postgraduate Student, Department of Asia-Pacific Industrial and Business Management,
National University of Kaohsiung
Jou-Chun Shih*
Postgraduate Student, Department of Asia-Pacific Industrial and Business Management,
National University of Kaohsiung
Ing-Chung Huang
Professor, Department of Asia-Pacific Industrial and Business Management,
National University of Kaohsiung
摘要
本研究基於互動與情境觀點，探討團隊衝突對團隊創造力的影響，並研究團隊傳統性價值觀在團隊衝突與團隊創造力關係間的調節效果。本研究有效的團隊數為85個，共計860份問卷。團隊的平均人數為9.15人，團隊的行業類別大部分具有「提供服務」之性質。研究結果顯示團隊衝突對團隊創造力有正向的影響，表示團隊成員間的衝突可以促進彼此間的意見交流，進而激發出具創新性質的想法或結果。傳統性價值觀則有顯著正向調節效果，表示團隊成員間傳統性價值觀越高，可能會使得團隊成員間意見衝突最終以團隊整體績效為考量，進而正向影響到團隊創造力的提升。
關鍵字：團隊衝突、團隊創造力、團隊傳統性
ABSTRACT
In this paper, we explored the moderating effect of team traditionality between the relationship of team conflict and team creativity. Drawing on the perspective of context and interaction, we demonstrated that team conflict is positively associated with team creativity. Moreover, team traditionality, which represents a differentiating feature of Chinese culture, acts as a positive moderator between the relationship of team conflict and creativity. Empirical results from 85 service-oriented teams with 860 members concurred with our arguments. Implications and suggestions are provided.
Keywords: Team Conflict, Team Creativity, Team Traditionality
ANALYSIS OF THE KEY FACTORS OF FOOD SAFETY INFORMATION AFFECTING CONSUMERS’ PURCHASE DECISION USING KANO MODEL
吳泓怡
國立嘉義大學企業管理學系教授
曾毓雯
國立嘉義大學企業管理學系暨研究所碩士生
Hung-Yi Wu
Professor, Department of Business Administration,
National Chiayi University
Yu-Wen Tzeng
Master, Department of Business Administration,
National Chiayi University
摘要
本研究係探討消費者購買食品前評估有關食品安全相關重要資訊，其以ISO/IEC Guide 14 消費者採購資訊國際標準為基礎，藉由相關重要文獻彙整，歸納分析出影響消費者對食品採購決策之食品安全考量關鍵因素。本研究以「消費者意見調查」為主，採用問卷調查分析法，以便利抽樣方式進行資料蒐集，共分二階段﹕1. 先利用因素分析（含1,046份有效問卷）萃取重要關鍵因素（構面/準則），共篩選出五大構面與22項準則；2. 再以修改後之Kano模式（含644份有效問卷）進行屬性歸類，有 15項為歸類「食品安全採購資訊當然決策要素（M）」、1項歸類為「食品安全採購資訊魅力決策要素（A）」、及6項歸類為「食品安全採購資訊無差異決策要素（I）」。本研究發現，「保健科技」為消費者基於食品安全採購決策考量最關鍵的魅力因素；而改善「農藥殘留」及「日期標籤」此兩項準則，可同時提升消費者食品安全採購決策滿意度與降低消費者食品安全採購決策不滿意度。最後，依本研究分析結果，提出相關建議，供政府單位制定管理法規、食品業者製造販售、或消費者採購食品之重要參考。
關鍵字：食品安全、消費者、ISO/IEC Guide 14、因素分析、Kano 模式
ABSTRACT
This study mainly examines the important information relating to food safety, which is evaluated by consumers before their purchasing food products. Based on the international standards of ISO/IEC Guide 14: Purchase information on goods and services intended for consumers and an extensive literature review, a set of critical factors (dimensions/criteria) about food safety considerations that affects consumers’ purchasing decision on various food products is constructed. The study adopted questionnaires to carry out data collection, which was divided into two stages, including “consumer opinion surveys” conducted by convenience sampling. In the first stage, factor analysis (containing 1,046 valid questionnaires) was used to extract important factors (dimensions/criteria), five key dimensions with 22 criteria being screened out. In the second stage, the Kano model (containing 644 valid questionnaires) was applied for attribute classification. Fifteen out of the 22 criteria are classified into “Must-be” attribute; one of them is classified as “Attractive” attribute; and sixteen of them are classified into “Indifferent” attribute. The study found that “Healthcare Technology” was the most attractive criterion for consumers’ purchase decisions regarding food safety; improving the two criteria, “Agricultural Residue” and “Date Labels”, can help increase satisfaction of consumers’ purchase decisions and decrease dissatisfaction as well. Lastly, according to the analysis results of this study, relevant recommendations are provided as important references for setting of future management regulations by government agencies, for manufacturing and sales by food product manufacturers, and/or for procurement of food products by consumers.
Keywords: Food Safety, Consumer, ISO/IEC Guide 14, Factor Analysis, Kano Model
A COMPETENCY-KNOWLEDGE MAPPING METHOD FOR
TEACHERS OF HIGHER EDUCATION
鄭滄祥
南臺科技大學企管系教授
丁淑方
南臺科技大學企管系講師
Tsang-Hsiang Cheng
Professor, Department of Business Administration,
Southern Taiwan University of Science and Technology
Shu-Fang Ting
Lecturer, Department of Business Administration,
Southern Taiwan University of Science and Technology
摘要
由於學生在校所學與產業對人才職能的需求有所落差，產生了目前的「學用落差」問題。因而教育部發展一個以職類為考量的就業職能平台（UCAN），藉以支援技職教育在產業職能需求上的教育規劃。由於學校教育主要透過安排的課程達成，而教師則是課程設計與執行的主要人物，若學校可以精確地掌握教師在產業職類職能上的專長分布，將可讓職能導向課程的設計與執行能更有效地落實。在教師的職能訓練安排亦可更為妥適，也可提升教師的職能教育能量。
由於知識地圖可用於呈現知識的分布狀況與彼此間關係，因此本研究嘗試以UCAN的職類職能標準作為地圖建構時的分類基礎，並運用教師的教學履歷歷史資料，提出一個教師職能地圖建構法，藉以建置職能課程推展之輔助機制。藉由教師職能知識地圖的輔助機制，將可導引教師發展適合學生的職能教育能力，期能提供有效的職能課程、縮短學用落差、加速產業人才的培養與升級之目的。
關鍵字：知識地圖、職能導向課程規劃、知識管理、課程品保
ABSTRACT
Due to the disparity between knowledge acquired by students in their higher education and skills needed by the industry and employers, the problems of talent- shortage and talent-mismatch emerged. The Ministry of Education develops a UCAN platform to help improve education-job match of educational course planning. The success of school education is mainly based on integrated planning and high quality of the designed curriculum. However, teachers are considered as the heart and soul of the curriculum execution. Once the educational institutions can explicitly manage the allocation of teachers’ knowledge and expertise on competency required by industries, the planning and execution of competency-based programs (CBPs) will be enhanced in the institutions. When the institutions have comprehensive information about the allocation of teachers’ competency knowledge, the institutions are able to organize suitable training programs to raise teachers’ teaching energy on competency. As knowledge map can be used to present the allocations of knowledge and the relationship between each other in an organization, this study aims to propose a methodology to build a knowledge map about industrial competency allocation in a vocational higher institution based on UCAN’s competency standard. The proposed methodology will analyze the available historical data about existing curriculum and teaching activities (including course planning, teaching assessment results, and so on) to obtain the competency knowledge distribution in the organization. We hope the proposed methodology is able to support a vocational institution to manage competency knowledge and expertise of the staffs in order to enhance education-job match in the cultivation of higher vocational education.
Keywords: Knowledge Map, Curriculum Development for Competency-Based Program, Knowledge Management, Curriculum Quality Assurance
藝人代言電視廣告行銷手法之研究－以統一超商City Cafe為例
MARKETING METHOD OF CELEBRITY’S ENDORSEMENT TV
ADV.-EXAMPLE FOR SEVEN-ELEVEN CITY CAFÉ
鄭永斌
東方設計學院文化創意設計研究所碩士
林金池
國立高雄師範大學工業科技教育博士助理教授
Yong-Bin Zheng
Master, Department of Graduate Institute of Cultural and Creative Design,
Tung-Fang Design University
Chin-Chih Lin
Assistant Professor, Ph.D. of Industrial Technology Education, ITE,
NKNU
摘要
1986年統一超商曾由藝人張晨光廣告代言，推出現煮咖啡，因故退出市場。本研究旨在探討City Cafe電視廣告中，所呈現出之社會階級意識有何社會文化意涵。研究透過文獻探討、比較分析、符號學等方法，深入剖析並比較City Cafe與Let's Cafe電視廣告差異之處。研究結果發現，電視廣告呈現出台灣社會的中產階級與都會白粉領上班族，社會菁英與高等教育知識份子兩種樣貌，品牌運用藍海策略藉由電視廣告塑造慢活人生，自我療癒的品牌形象，經過長期的累積與強化，提升其在目標消費族群心目中的美好形象，引起共鳴迴響，就會變成企業本身在自由市場上重要的競爭利器。
關鍵字：City Cafe、統一超商、現煮咖啡、廣告代言人、上班族
ABSTRACT
Since 1986, Seven-Eleven, the convenience stores in Taiwan, launched a brewed coffees and pleased artists Chen-Guang Zhang for advertising endorsement. The purpose of this study was to explore the social and cultural implications of the social class consciousness that the family has overstaffed from the Seven-Eleven’s TV advertising for the City Cafe. By the literature, comparative analysis, semiotics and other methods, this study analysis deeply and compare the differences of the City Café and the let’s Café. The results show that television advertisements show two kinds of disadvantaged families of Taiwan society and urban white-collar middle class, blue-collar labor family and social elite. The business was going to use blue ocean strategy for their brand to create an image for slowly life by television advertising. After a long period of accumulation and strengthening, the brand’s image of self-healing will going to enhance the good impress of the target consumers and will causing resonance response. The strategy and then become an important competitive weapon in free market.
Keywords: City Café, Seven-Eleven, Brewed Coffees, Advertising Endorsement, Salaried Workers
名人代言電視廣告公益行銷手法之研究－以全家超商Fami霜淇淋為例
MARKETING METHOD OF CELEBRITY’S ENDORSEMENT TV
ADV.-EXAMPLE FOR FAMI’S FROST CREAM
鄭永斌
東方設計學院文化創意設計研究所碩士
林金池
國立高雄師範大學工業科技教育博士助理教授
Yong-Bin Zheng
Master, Department of Graduate Institute of Cultural and Creative Design,
Tung-Fang Design University
Chin-Chih Lin
Assistant Professor, Ph.D. of Industrial Technology Education, ITE,
NKNU
摘要
自從1988年統一超商推出??砲霜淇淋，請藝人為其商品廣告代言。台灣其他超商紛紛群起效尤，品牌善盡企業社會責任，透過你消費我樂捐的公益行銷策略，創造觀念說服消費者，消費可同時幫助偏鄉課輔兒童兼作公益。此一經營策略模式，為本研究的主要動機。本研究旨在探討全家超商愛’s霜淇淋電視廣告中，所呈現出之社會階級意識有何社會文化意涵。研究透過文獻探討、比較分析、符號學等方法，深入剖析並比較全家超商愛’s霜淇淋與其他超商廣告差異之處。研究結果發現，電視廣告中呈現出台灣社會的弱勢家庭與都會白領中產階級，藍領勞工家庭與社會菁英的兩種樣貌。全家愛’s霜淇淋運用電視廣告情節，描寫了本土清寒家庭在物質需求與親情間不斷地壓抑與喘息，企業關懷轉化成為弱勢家庭有情溫暖的協助者，說故事取代商業宣傳的促銷辭令，同時也為銷售業績帶來長紅，消費者買回家的不是冰冷商業事實，而是人間有情的窩心故事。
關鍵字：公益行銷、企業社會責任、異業結盟行銷策略
ABSTRACT
Since 1988, Seven-Eleven, the convenience stores in Taiwan, launched a double-gun frost cream and pleased artists for their commercial advertising endorsement. This marketing strategy model within effect was followed by the other business stores groups. The business stores within good brand corporate social responsibility and create ideas to persuade consumers through your consumption of my donation of public welfare marketing strategy to consumption. It can also help children in partial country school as a public welfare. To delve deeply the business strategy model was the motivation for this study. The purpose of this study was to explore the social and cultural implications of the social class consciousness that the family has overstaffed from the Fami’s TV advertising. Through the literature, comparative analysis, semiotics and other methods, in-depth analysis and comparison of the family super love cream and other super-advertising differences. The results show that television advertisements show two kinds of disadvantaged families of Taiwan society and urban white-collar middle class, blue-collar labor family and social elite. The Fami’s love cream used the story plot of advertising to describe the needs of the material for the poor family in country and the suppressed respite from the poor family. Caring weakness family and playing a helper for sentimental warm, the corporate said, for sell, the story for products instead of the commercial propaganda promotional rhetoric. At the same time, the strategic or method of marketing bring long red for the sales and the thing that the consumers buy was not just a cold product, but also take with a sweet heart story.
Keywords: Caused-Related. Marketing, CRM, Corporate Social Responsibility, (CSR), Horizontal Alliances Marketing Strategy
STUDY ON THE RELATIONSHIPS AMONG GREEN MARKETING, CONSUMER ENVIRONMENTAL ATTITUDES, AWARENESS AND PURCHASE INTENTION
黃英忠
國立高雄大學教授
杜佩蘭
國立金門大學副教授
吳李長
國立中山大學學生
林睿杰
國立高雄大學學生
Ing-chung Huang
National University of Kaohsiung
Pey-lan Du
National Quemoy University
Li-chang Wu
National Sun Yat-sen University
Jui-chieh Lin
National University of Kaohsiung
摘要
本研究以木材業FSC認證為例，探討企業綠色行銷，消費者環境態度、環保認知與購買行為之關係。從330有效問卷進行分析，發現：消費者森林認證認知、環境態度、環保認知等部分構面都與購買行為有顯著正向關係。
關鍵字：綠色行消、環境態度、環保認知、購買意願
ABSTRACT
This study focus on the relationship between green consumer activities, consumers environmental consumer attitudes, awareness of forest certification and their purchase intention. 330 questionnaire data collected for analysis. The results shown that ecological risk, certification cognitive, green cognitive, natural law and environmental information are all associated with purchase intention. Timber industry’s marketing strategies discussed.
Keywords: FSC Certification, Environmental Attitudes, Green Marketing, Environmental Awareness, Purchase Intention
AN AGILE SYSTEM DEVELOPMENT METHOD COMBINING SELF–SERVICE BUSINESS INTELLIGENCE─AN EXAMPLE OF THE PUBLIC SECTOR
孫嘉明
國立雲林科技大學會計系副教授
林雨萱
國立雲林科技大學會計系碩士
Chia-Ming Sun
Associate professor, Department of Accounting,
National Yunlin University of Science & Technology
Yu-Hsuan Lin
Master, Department of Accounting,
National Yunlin University of Science & Technology
摘要
大數據時代的來臨，導致商業智慧系統再次大眾所重視，而增強圖形化互動分析的自助式商業智慧系統補足了原有商業智慧系統的不足之處，讓使用者更輕易地自行進行資料分析。然而一般使用者如何因應不同的分析目的快速敏捷擷取不同來源的資料，進行整合分析？不同於之前的商業智慧系統開發方法，本論文將敏捷分析做為開發方法建構之參考框架，以快速滿足使用者端需求，並且簡化傳統建置商業智慧系統時需要優先規劃資料倉儲的困擾。本論文提出的敏捷商業智慧系統開發方法包含以下特性：(1)可適用於自助式商業智慧系統；(2)應用資料庫反向工程方法；(3)減輕資訊人員負擔；(4)利用故事情境法釐清角色定義；(5)使用待辦清單與燃盡表有效控管與追蹤開發進度。
關鍵字：自助式商業智慧系統、敏捷分析、資料模型
ABSTRACT
In the era of big data, leading to the business intelligence system was widely used, and self-service business intelligence system that is enhanced by the function of visualization to overcome the business intelligence system deficiencies, allowing users to easily analysis data by themselves. Because of the rapid changes in business requirements, the self-service business intelligence system have to quickly adapt with diverse data from different sources; thus, the agile development methods can provide great improvement. Building a business intelligence system requires data warehouse to handle different sources of data, but users of self-service business intelligence systems must integrate their own data by themselves, so the users need a different from development method of the previous business intelligence system. The contribution of this paper includes six points: (a) self-service business intelligence system development method; (b) database reverse engineering; (c) user's lack of professional knowledge; (d) The use of Product backlog and Product Increment; (e) product review meeting; (f) clarify the role of definition.
Keywords: Self-Service Business Intelligence, Agile Analysis, Data Model
零售店的集點促銷活動對消費行為之影響－以澎湖地區全聯福利中心為例
INVESTIGATING HOW THE REDEEMING REWARD POINTS PROMOTION
ACTIVITY AFFECTS CONSUMERS BEHAVIOR－AN
EXAMPLE ON PXMART IN PENGHU AREA
陳俊宏
國立澎湖科技大學行銷與物流管理系助理教授
蘇欣俞
國立台北大學企業管理碩士班
楊雅雯
國立高雄第一科技大學行銷與流通管理系碩士班
Chun-Hung Chen
Assistant Professor, Department of Marketing and Logistics Management,
National Penghu University
Xin-Yu Su
Master, Department of Business Administration Management,
National Taipei University
Ya-Wen Yang
Master, Department of Marketing and Distribution Management,
National Kaohsiung First University of Science and Technology
摘要
近年來，國人的消費習慣逐漸改變，不只為了滿足生活需求而購物，也會為了附加價值及商品服務而購物。目前便利商店和眾多零售業者利用集點促銷活動掀起消費者集點換購風潮，除了吸引消費者討論和增加話題性外，同時也滿足民眾購物的需求。澎湖離島的藥妝連鎖店和連鎖生鮮超市，近幾年受到大環境影響及同類型業者的競爭壓力，也試圖以促銷集點的方式，創造一個全新的消費模式，提高消費者的購買意願、增加商品本身價值。本研究以計畫行為理論為基礎，來探討澎湖地區全聯福利中心的集點促銷活動：由贈品價值、代言人、通路便利三者影響形成的消費者的集點態度，如何與集點行為的主觀規範和知覺行為控制等因素一起影響顧客對集點促銷的購物行為意圖。
本研究以便利抽樣法，針對曾到澎湖全聯福利中心購買商品並收到集點券的消費者進行問卷調查，分析的方法包括敘述統計分析、信效度分析以及利用結構方程模式分析來探討上述各項因素間的因果意涵。研究結果發現：態度與知覺行為控制皆能正向影響集點促銷之行為意圖，但主觀規範無法對集點促銷之行為意圖產生正向影響；影響促銷行為意圖最顯著的"態度"構面，會受到贈品價值、代言人、通路便利性等三者的正向影響。本研究結果所提供的相關資訊和建議，期望可提供離島或偏遠地區的連鎖生鮮超市，進行集點促銷活動時的參考依據。
關鍵字：集點促銷、連鎖生鮮超市、計畫行為理論
EXPLORING THE ANTECEDENTS OF BRAND ATTACHMENT IN BRANDED APPLICATIONS
方郁惠
淡江大學會計系副教授
楊芸婷
淡江大學會計系碩士生
Yu-Hui Fang
Associate Professor, Department of Accounting,
Tamkang University
Yun-Ting Yang
Master, Department of Accounting,
Tamkang University
摘要
現今由於行動裝置與行動網路的興起，行動應用程式透過結合SoLoMo行銷策略，有效整合社交、適地性與行動，以期許創造更多商機。本研究將SoLoMo模式應用於品牌應用程式（App），希望了解消費者透過App對品牌產生聰明購物者感受的程度，以及是否會產生品牌依附度。本研究提供理論與實務上的意涵，讓商家發展有用的App，增加消費者使用意願與滿意度，也讓消費者獲得最新優惠資訊，進而願意前往消費，增加對品牌的依附程度。
關鍵字：品牌依附度、聰明消費者感受、客製化、適地性、互動性、品牌應用程式
ABSTRACT
With the rapid growth of moble commerce and smart handheld devices, social, local and mobile（SoLoMo）marketing provided by mobile devices is emerging as a new means attract and engage consumers. Along the same logic, SoLoMo factors may play a role in the use of branded applications（App）.This study aims to explore how consumers perceive smart shopper feelings through App, and whether they will produce brand attachment. Theoretical and managerial implications are also discussed in this study. Marketers may benefit from our suggestions to make good uses of their branded Apps. So that consumers willing to use and get the latest information from App, increasing the brand attachment.
Keywords: Brand Attachment, Smart Shopper Feelings, Customization, Localization, Interactivity
The Impact of Industrial Settlement on Firm 's Growth and Innovation
- An Empirical Study of Taiwan' s Electronic Industry
林尚平
國立雲林科技大學企管研究所教授
陳啟楨
國立雲林科技大學企管研究所人力資源組博士班研究生
Shang-Ping Lin
Professor, Department of International Business Administration,
National Yunlin University of Science and Technology
Chii-Jen Chen
Ph. D. Student, Department of International Business Administration,
National Yunlin University of Science and Technology
摘要
過去台灣電子產業中小企業在空間上(工業區)的聚集，在生產網絡上的互相合作，共同面對全球市場的變遷，確實讓電子產業鵬發展，近年來由於東南亞與新興的中國崛起，故為了降低成本，提高競爭力，海外生產的比例逐漸提高，為了避免產業空洞化，電子產業積極投入創新與研發，根據產業與區域經濟的理論可知，廠商在空間的聚集，可進行生產、技術合作、技術擴散與資訊分享，這對廠商發展與技術的創新有正面的影響，由於過去研究的文獻都集中於美國與英國，對於台灣華人所展現的機動個性將會有不同的操作模式，因此本研究將探討台灣電子產業在台灣地區聚落(或工業區)分布的情形，並衡量聚落的程度，與其對廠商成長及創新活動的影響。
本研究的目的將從產經與區域經濟理論去探討產業聚落的指標(考慮距離與廠商規模)，以及聚落的外部經濟，並利用90年及100年工商普查資料及91－101年工廠校正資料去實證研究台灣電子業廠商聚落經濟對廠商成長及創新活動的影響。
研究方法會先探討電子產業聚落的分布的情形與聚集的程度，再建立廠商成長創新的模型，並利用2SLS進行實證分析，本研究的結果將可提升產業經濟與區域經濟對廠商創新活動的了解，並對台灣有關工業區與工業園區的產業發展政策提供有價值的參考，同時也可適用其他文化背景及中小經濟共構聯盟協議之創新價值。
關鍵字： 產業聚落、區域經濟、成長與創新、產業發展、外部經濟
ABSTRACT
In the past, the small and medium-sized enterprises in the electronics industry in Taiwan gathered in space (industrial area), cooperated with each other on the production network, and faced with the change of the global market.
The development of the electronics industry in recent years was due to the rise of Southeast Asia and the emerging China. In order to reduce the cost and improve the competitiveness, the proportion of overseas production gradually increased.
In order to avoid the hollowing out of the industry, the electronics industry actively invested in innovation and R & D, according to the theory of industry and regional economy, manufacturers gathered in space, production, technical cooperation , Technology diffusion and information sharing, which has a positive impact on the development of manufacturers and technology innovation, because the literature in the past are concentrated in the United States and the United Kingdom, for Taiwanese show mobile personality will have a different mode of operation, so the study will examine the distribution of Taiwan's electronics industry in Taiwan (or industrial areas) and measure the extent of settlement, as well as its impact on firm growth and innovation activities.
The purpose of this study will be to examine the indicators of industrial agglomeration (taking into account the distance and the size of the firm) and the external economy of the settlement from the aspects of production and regional economic theory and the use of 90~ 100 & 91 ~ 101 years factory correction data to empirical study of Taiwan electronics industry manufacturers settlement economy on the growth of manufacturers and innovative activities.
The research method will first explore the distribution of the distribution of the electronics industry and the degree of aggregation, and then build the model of the firm's growth and innovation, and use the 2SLS empirical analysis, the results of this study will enhance the industrial economy and regional economy to understand the activities of manufacturers And provide valuable reference for Taiwan's industrial development policies related to industrial and industrial parks, as well as the innovative value of other cultural backgrounds and small and medium-sized economic co-construction alliance agreements.
Keywords: Industrial Settlement, Regional Economy, Growth and Innovation, Industrial Development, External Economy
A STUDY OF RELATIONSHIP BETWEEN SOCIAL SUPPORT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: A MEDIATED MODERATION MODEL
謝琇玲
義守大學企業管理學系教授
侯韋光
義守大學管理博士生
吳靜萍
義守大學企業管理碩士
施廣南
義守大學管理碩士
Hsiow-Ling Hsieh
Professor, Department of Business Administration,
I-Shou University
Wei-Kuang Hou
Ph.D. student, PhD programs in Management,
I-Shou University
Jing-Ping Wu
Master, Department of Business Administration,
I-Shou University
Ngo Quang Nam
Master, Department of Management,
I-Shou University
摘要
員工是企業的最大資產之一，員工心理層面（如工作投入）與行為（如組織公民行為）已成為企業的管理重心。然而，服務業無法避免面對許多人與人之間的關係，因此社會支持是否能促進員工的工作投入，進而提高組織公民行為乃成了重要議題。此外，服務業通常強調服務顧客，而其所營造出來的服務氣候，能否強化社會支持和其工作投入，是本研究探討的重點所在。
本研究採用問卷調查法，針對服務業第一線員工，共發放272份問卷，有效問卷共計239份，可用率為87.86%。本研究資料採用階層迴歸分析之後發現，「社會支持」對「工作投入」具有部分正向的影響；「工作投入」對「組織公民行為」具有部分正向的影響；就中介模式而言，「工作投入」對於「社會支持」與「組織公民行為」有部分中介效果；就調節模式而言，「服務氣候」對「社會支持」與「工作投入」有部分調節的效果。綜合研究結果，本研究建議組織應該透過各種活動以及締造良好的服務氣候來加強職場上人與人之間的關係，提升員工之間的感情，以促進員工工作投入，進而強化其組織公民行為的表現。
關鍵字：社會支持、工作投入、組織公民行為、服務氣候
ABSTRACT
Organization’s greatest asset is employees. Employees’ mental (e.g., job engagement) and behavior (e.g., organizational citizenship behavior) are the critical cores in business management. It is hard to avoid facing interpersonal relationship in service industry. Therefore, to acknowledge whether social supports can enchance emplouees’ job engagement and then promote their OCBs bas becoming an important issue. In addition, most service organizations put emphasis on customer service. Hence, the focus of the study is to examine if organizational service climate can strengthen the relationship between social support and job engagement among employees.
The study used questionnaire to collect data from frontline employees in service industry. A total of 209 questionnaires were distributed, and there were 239 usable responses, yielding a response rate of 87.86%. After hierarchical regression analaysis, it was found that social support has partial positive effect on job engagement, and job engagement also has partial positive effect on OCB. More importantly, job engagement plays a mediating role between social support and OCB. Last but not least, service climate is a partial moderator of social support and job engagement. This paper suggests that the organization should offer some activities and create a good service climate to enhance interpersonal relationships in the workplace and foster emplyees’ job engagement, so as to motivate their OCBs.
Keysword: Social Support, Job Engagement, Organizational Citizenship Behavior, Service Climate
情緒勞動、情感雙歧與工作敬業心關係之探討─以金門縣志願服務者為例
THE RELATIONSHIP BETWEEN EMOTIONAL LABOR,
AFFECTIVE AMBIVALENCE AND WORK ENGAGEMENT: THE
EXAMPLE OF VOLUNTEERS IN KINMEN COUNTY
黃英忠
國立高雄大學亞太工商管理學系教授
杜佩蘭
國立金門大學運動與休閒學系副教授
陳世發
國立高雄大學國際高階經營管理碩士在職專班碩士
黃維章
國立中山大學人力資源管理研究所博士候選人
李守蕾
國立中山大學人力資源管理研究所博士生
Ing-Chung Huang
Professor, Department of Asia-Pacific Industrial and Business Management,
National University of Kaohsiung
Pey-Lan Du
Associate Professor, Department of Sport and Leisure,
National Quemoy Univer
Shih-fa Chen
Postgraduate, Department of Asia-Pacific Industrial and Business Management,
National University of Kaohsiung
Wei-Chang Huang
PhD candidate, Institute of Human Resource Management,
National Sun Yat-Sen University
Shuo-Lei Lee
PhD student, Institute of Human Resource Management,
National Sun Yat-Sen University
摘要
近年來，工作情感對於工作行為與態度的影響與工作敬業心可以預測工作者工作結果，越來越受到研究者的興趣與研究，本研究以金門縣志工為對象，對志願服務者的情緒勞動、情感雙歧與工作敬業心?係進行研究，採便利抽樣，共發放550份問卷，回收495份有效問卷，有效回收率為90%。並以探索性因素分析、信度分析、相關分析及迴歸分析，以瞭解志願服務者的情緒勞動、情感雙歧與工作敬業心相互間影響。
分析結果發現：一、情緒勞動的「深層演出」對工作敬業心有顯著的正向影響，但情緒勞動的「淺層演出」對工作敬業心並不全具有顯著的負向影響，二、情緒勞動對情感雙歧具有顯著的影響，三、情感雙歧的「正向情緒」對工作敬業心有顯著的正向影響，而情感雙歧的「負向情緒」對工作敬業心並不全具有顯著的負向影響，四、情緒勞動會透過情感雙歧之正向情緒的中介作用影響其工作敬業心，然情感雙歧之負向情緒僅在情緒勞動與工作敬業心間產生部分之中介效果。
志願服務者要有較好的工作結果，應要有高度的工作敬業心，即要有情緒勞動的深層演出及正向的情緒，建議志願服務組織應建立正向愉快的工作環境與氛圍及強化工作者的深層演出。
關鍵字：志願服務者、情緒勞動、情感雙歧、工作敬業心
ABSTRACT
In recent years, researchers have put more and more interest and efforts on the studies of the influence that work affection has on the work behavior and attitude as well as work engagement predicts the outcome of workers. This study cites the volunteers in Kinmen as an example and uses systematic sampling to investigate the relationship of emotional labor, affective ambivalence and work engagement. A total of 550 questionnaires have been issued and 495 of them have successfully retrieved with a validity of 90%. Using exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis, the inter-relationship of emotional labor, affective ambivalence, and work engagement can thus be known.
The results of the analysis are：
To obtain a better work result, volunteers have to use intense work engagement—the deep acting of emotional labor and the positive emotion. It is suggested that volunteer organizations build positive and pleasant work environment and strenghten the deep acting of workers.
Keywords: Volunteers, Emotional Labor, Affective Ambivalence, Work Engagement
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