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2019第十四屆中華商管科技學會年會暨學術研討會

欣逢龍華科技大學 50 週年校慶，中華商管科技學會暨術研討藉此 榮耀時刻在龍華科大擴辦理，更加顯得蓬蓽生輝。感謝國內商業管理及科技相關領域重要主管與產業界專家學者齊聚一堂，也顯見本會致力促進學術交流及產學合作的努力，已獲得高度重視與肯定。

在數位科技工業 4.0 浪潮下 ，正逐漸改變傳統經營模式與產業生態，商管思維更必須徹底翻轉，因此今年研討會主題為「人工智慧浪潮下的商管新思維」，其議題涵蓋大數據分析與應用、智慧商務、組織行為與人力資源、行銷與顧客資源管理、全球與國際企業等層面，希望藉由議題集思廣益，將學術界與實務面相互結合，供學術交流互惠合作依循，以提升相關領域教師之教學品質及研究視野。

本學會致力提升我國商業及管理科技發展水準，配合國內經濟與科技之成長和發展需要，結合學術界、企業界與政府機構，從事有關商業及管理科技研究的活動，有效地整合國內豐沛且優秀的商管科技專業人才，發揮在商業管理領域的影響力。由於大家的共同支持，學會才能順利推展業務、並籌辦本次活動。感謝所有參與此次研討之產官學各界菁英，不吝給予指導建言，相信會中發表的傑出論著，對商管 科技領域研究與應用，必將產生卓越貢獻與深遠影響。

特別感謝龍華科技大學管理學院協助辦理本次會議，龍華科技大學創校以來一直秉持「務實、卓越、創新」的教育理念，積極推動產學鏈結、學用合一的實作教育，培養學生高度就業競爭力，為國家培育優秀的專業人才。尤其今年適逢該校創校 50 週年校慶，校園處處可見歡欣雀躍氣氛，學會年會暨學術研討會於此時此地圓滿舉行，倍增喜氣與光采。再次謝謝各界貴賓盛情參與，並祝大會圓滿成功。

中華商管科技學會理事長  林如貞

謹識

                                                                                                                      2019 年 11 月 29 日

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2019第十四屆中華商管科技學會年會暨學術研討會

中華商管科技學會自成立以來一直致力如何培育符合產業科技發展趨勢之商管人才。 近年， 網路知識經濟時代伴隨著物聯網、人工智慧的產業科技興起，並以勢如破竹般速度蓬勃發展，故商管人才教育的思維、管理工具與技能、核心能力與培訓、培育方式與驗證也必須重新檢視與精進。2019第十四屆中華商管科技學會年會暨學術研討會特別選定以「人工智慧浪潮下的商管新思維」為大會主題，更凸顯此議題之重要性與急迫性，希冀藉由此議題 產、官、學、研各方之探討，提供各界對AI時代商業管理新思維意見交流、學術合作與創新 技術及服務發想平台，進而精進商管人才培育模式 。

本次研討會的議題相當豐富，希冀藉由產、 官、學、研各方集思廣益，探討與交流，將學術與實務互相結合，提供各界對AI時代商業管理新思維意見、學術合作與創新技術及服務發想平台，進而精進商管人才培育模式，有效提升產業
生產力，促進國家經濟發展 。

本人對各領域鴻儒碩彥，賜撰大作，敬表欽佩及感謝之忱，並祝大會圓滿成功。

龍華科技大學管理院長  陳元和

謹識

2019 年 11 月 29 日

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美國貨幣政策的影響力是否會降低？以東協五國為例

DOES THE INFLUENCE OF US MONETARY POLICY DECLINE? EVIDENCE FROM THE ASEAN-5

姜淑美
龍華科技大學財務金融系教授

劉洪鈞
明新科技大學財務金融系副教授

Shu-Mei Chiang
Professor, Department of Finance,
Lunghwa University of Science and Technology

Hung-Chun Liu
Associate professor, Department of Finance,
Minghsin University of Science and Technology

ABSTRACT

This study applies the ARJI model to seek spillover effects of US monetary policy and to analyze money supply relationships among ASEAN-5 countries Dec. 2002–2016. Results indicate that ASEAN-5 monetary policy was independent of US monetary policy during the period and that spillovers existed only between the USA and Thailand. In addition, transmission effects were one-way or two-way among ASEAN-5 members, indicating weak international influence for US monetary policy during the period. Overall, our results prove that emerging markets now are much less affected by global contagion. Contrarily, monetary policies seem to synchronize in the ASEAN-5 region.

關鍵字：ARJI模型, 東協五國, 貨幣政策, 外溢效果

Keywords:   ARJI model, ASEAN-5, Monetary Policy, Spillover Effect

回目錄

「流動性調整風險值」實證研究：以巴黎協定概念股為例

AN EMPIRICAL STUDY ON LIQUIDITY ADJUSTMENT VaR：EVIDENCE FROM PARIS AGREEMENT CONCEPT STOCK

蔡垂君
靜宜大學會計學系教授

李宗儒
靜宜大學會計學系研究生

Chui-Chun Tsai
Professor and Director, Department of Accounting,
Providence University

Lee-Chung Xie
Graduate Student, Department of Accounting,
Providence University

摘要

本研究針對台灣5家巴黎協定概念股的傳統風險值、流動性調整風險值進行實證，結果發現「傳統風險值」與「流動性調整風險值」模型均通過「回溯測試」與「壓力測試」，且「傳統風險值」均比「流動性調整風險值」低，顯示流動性風險造成的影響高於市場風險。且從風險數值比較，「千附」數值最高、且「崧騰」數值最低。

關鍵字：流動性調整風險值、回溯測試、壓力測試、巴黎協定

ABSTRACT

回目錄

學系網頁訪客瀏覽行為探索

EXPLORING THE DEPARTMENT OF WEBPAGE VISITOR BEHAVIOR

蔡雅芳
中山醫學大學醫療產業科技管理學系教授、中山醫學大學附設醫院醫管部

陳詩潔
中山醫學大學公共衛生學系教授、中山醫學大學附設醫院家庭醫學科

黃景揚
中山醫學大學醫學研究所兼任助理教授、中山醫學大學附設醫院臨床研究中心

曹昌堯
中山醫學大學醫學系教授兼副校長、中山醫學大學附設醫院醫療品質部

呂克桓
中山醫學大學醫學系教授兼校長、中山醫學大學附設醫院兒童部

Yafang Tsai
Professor, Department of Public Health,
Chung Shan Medical University,
Department of Medical Management, Chung Shang Medical University Hospital

Szu-Chieh Chen
Professor, Department of Public Health,
Chung Shan Medical University,
Department of Family Medicine, Chung Shan Medical University Hospital

Jing-Yang Huang
Assistant Professor, Institute of Medicine,
Chung Shan Medical University
Department of Medical Research, Chung Shan Medical University Hospital

Tzu-chin Rejoice Chou
Professor and Vice President, School of Medicine,
Chung Shan Medical University
Deaprtment of Medical Quality Management, Chung Shan Medical University Hospital

Tzu-chin Rejoice Chou
Professor and President, School of Medicine,
Chung Shan Medical University
Department of Pediatrics, Chung Shan Medical University Hospital

摘要

由於少子化趨勢，不單單是西方國家，台灣的大學也因為少子化的趨勢面臨招生的挑戰。網際網路的發達以及網路社群媒體的盛行，改變人們的消費行為，這也讓大學傳統的招生模式面臨挑戰。本研究以台灣某醫學大學某學系為研究對象，應用Google Analytics 收集該學系系網頁訪客的行為資訊，作為學系研擬招生行銷策略之參考。網路次級資料收集期間包含兩個年度，以了解訪客行為是否有改變。資料收集期間自 107/2/1-107/7/30 止，以及108/2/1-108/7/30 止。研究結果發現觀察的兩年期間，訪客行為資訊差異不大。學系網頁訪客探訪的網頁內容著重在課程設計、科目學分、師資介紹、相關證照與最新消息。該學系學生以女性居多，網頁訪客也以女性居多。訪客年齡大都為18-24 歲，以及25-34 歲。訪客居住區域以中壢、彰化、新竹與桃園居多。訪客興趣取向以旅遊和教育居多。建議學系未來在系網頁的設計，可以強化訪客所關心的課程設計與師資的介紹，另外就業取向也是訪客逐漸重視的資訊。學系可以搭配旅遊相關資訊的結合來吸引此類顧客群拜訪系所網頁，增加學系的曝光率。

關鍵字：校務研究、網路行銷、招生策略、Google Analytics

ABSTRACT

Due to the trend of declining birthrate, not only Western countries, but also universities in Taiwan are facing the challenge of enrollment because of the trend of declining birthrate. The development of the Internet and the prevalence of online social media have changed people's consumption behavior, which also challenges the university's traditional enrollment model. This study used a department of a medical university in Taiwan as a research object, and used Google Analytics to collect behavior information of visitors to the department's webpage as a reference for the department's research on the marketing strategy of admissions. The network secondary data collection period consists of two years to see whether there is a change in visitor behavior. The data collection period was from 107/2/1-107/7/30 and 108/2/1-108/7/30. The study found that there was little difference in visitor behavior information during the two years of observation. The content of the webpage visited by the visitors of the Department of Science and Technology focuses on curriculum design, subject credits, teacher introduction, relevant licenses and latest news. The students in this department are mostly female, and the number of visitors to the website is also mostly female. Visitors are mostly 18-24 years old and 25-34 years old. Visitors live in areas such as Zhongli, Changhua, Hsinchu and Taoyuan. Visitor orientation is dominated by tourism and education. It is suggested that the design of the department's future webpages can reinforce the introduction of curriculum design and teachers that visitors care about. The department can be combined with travel-related information to attract such customers to visit the department's website and increase the exposure of the department.

Keywords:   Institutional Research, Internet Marketing, Admissions Strategy,

回目錄

NDJ 效應、負面用戶自創內容動機、負面電子口碑傳遞意願與惡搞模仿式廣告之研究

THE RESEARCH OF NDJ EFFECTS, NEGATIVE USER- GENERATED CONTENT MOTIVATIONS, NEGATIVE eWOM TRANSFER INTENTIONS AND PARODY ATTACK ADS

蕭至惠
國立嘉義大學行銷與觀光管理學系教授

陳冠仰
國立台北護理健康大學休閒產業與健康促進系助理教授

蔡進發
國立嘉義大學企業管理學系教授

陳柏志
國立嘉義大學行銷管理碩士班研究生

Chih-Hui Hsiao
Professor, Department of Marketing and Tourism Management,
National Chiayi University

Kuan- Yang Chen
Assistant Professor, Department of Leisure Industry and Health Promotion,
National Taipei University of Nursing and Health Sciences

Chin-Fa Tsai
Professor, Department of Business Administration,
National Chiayi University

Po-Chih Chen
Graduate Student, Graduate Institute of Marketing and Tourism Management,
National Chiayi University

摘要

本研究以知名的Youtuber－聖結石為例，採用單一實驗兩種情境的研究設計，情境一探討NDJ 效應對於負面用戶自創內容動機、負面電子口碑傳遞意願是否會產生正向影響；情境二則探討惡搞模仿式廣告對負面電子口碑傳遞意願是否會受到NDJ 效應干擾的影響。本研究的正式施測，共計收回210 份有效問卷。

本文的研究結果顯示：(一)NDJ 效應可以正向影響負面用戶自創內容的利他主義動機、復仇動機、發洩動機以及自我增強動機；(二)NDJ 效應可以正向影響負面電子口碑傳遞意願；(三)惡搞模仿式廣告對負面電子口碑傳遞意願會受到NDJ 效應的干擾影響；在高NDJ效應的環境下，惡搞模仿式廣告對負面電子口碑傳遞意願的影響較為強烈；在低NDJ 效應下，惡搞模仿式廣告對負面電子口碑傳遞意願的影響則較為趨緩。本文的研究發現有助於釐清NDJ 效應、負面用戶自創內容動機、負面電子口碑傳遞意願、惡搞模仿式廣告四變數之間的關係，亦將能為實務界帶來豐富的行銷意涵。

關鍵字：NDJ 效應、負面用戶自創內容動機、負面電子口碑傳遞意願、惡搞模仿式廣告

ABSTRACT

We choosed famous Youtuber-Saint as our research object in this study. This study used one experiment designed to total two kinds of situations. Experiment one discussed the influences of NDJ effects on negative eWOM transfer intention, and negative user-generated content motivation. Experiment two took NDJ effects as the moderating variable to verify whether it will interfere the interaction of parody attack ad and negative eWOM transfer intention. This study collected 210 valid samples.

The main results of this study are as follows: (1) NDJ effects can positively affect negative user-generated content motivations (altruism motivation, vengeance motivation, venting motivation, self-enhancement motivation). (2) NDJ effects can positively affect negative eWOM transfer intention. (3) NDJ effects can positively interfere the interaction of parody attack ad and negative eWOM transfer intention, when NDJ effects level is high, which can more enhance the influence of parody attack ad on negative eWOM transfer intention. On the other hand, when NDJ effects level is low, the interference of parody attack ad on negative eWOM transfer intention will reduce.

Research findings of this study will shed light on the findings of NDJ effects, negative usergenerated content motivation, negative eWOM transfer intention, and parody attack ads. And this study will provide practitioners with rich marketing implications.

Keywords:  NDJ Effect, Negative User-Generated Content Motivation, Negative eWOM Transfer Intention, Parody Attack Ad

回目錄

情緒調節、正念、職場霸凌、工作不安全感與離職傾向之關聯性研究

THE RELATIONSHIPS AMONG EMOTION REGULATION, MINDFULNESS, WORKPLACE BULLYING, JOB INSECURITY AND TURNOVER INTENTION

林耀南
輔仁大學國際創業與經營管理所

孫彩凌
輔仁大學國際創業與經營管理所

詹家祥
輔仁大學商學所

Yao-Nan Lin
MBA Program of Global Entrepreneurial Management and Business Administration, 
Fu Jen Catholic University

Tsai-Ling Sun
MBA Program of Global Entrepreneurial Management and Business Administration, 
​Fu Jen Catholic University

Chia-Hsiang Chan
Graduate Institute of Business Administration,
​Fu Jen Catholic University

摘要

在今日負面工作場域氛圍長期影響下，除了影響工作者情緒與工作績效表現之外，亦可能因其衝突擴大而導致職場霸凌、員工士氣低落、工作壓力增加、對工作產生不安全感，甚至容易萌生離職念頭。而個體本身的情緒調節能力及正念傾向，是否可以緩解職場霸凌及工作不安全感之負面狀態，幫助個體調適沉重的工作壓力，值得探究。本研究樣本以台灣職場工作者為主要對象，使用問卷調查法有效樣本為429 份，並使用SEM 為主要分析架構，研究結果顯示：(1) 個體的情緒調節與正念為正相關；(2) 個體的正念與工作不安全感為負相關；(3) 個體的正念與職場霸凌為負相關；(4) 個體的職場霸凌與工作不安全感為正相關；(5)個體的工作不安全感與離職傾向為正相關；(6) 個體的職場霸凌與離職傾向為正相關。

關鍵字：情緒調節、正念、職場霸凌、工作不安全感、離職傾向

ABSTRACT

Today's workplace negative phenomenon is common. The negative atmosphere includes being threatened or ridiculed in the workplace, being squeezed or isolated by peers, being abused by the supervisor, suppressed or unfairly distributed, being required to work overtime and unreasonable job mobilization. Therefore, this study will focus on the relationships among emotion regulation, mindfulness, workplace bullying, job insecurity and turnover intention. The sample of this study was based on Taiwanese workplace workers. The online survey was conducted. The effective sample was 429. The statistical analysis of the data was performed using SPSS 20.0 and LISREL 8.51. According to the research results: (1) there is a positive relationship between individual's emotion regulation and mindfulness; (2) there is a negative relationship between individual's mindfulness and job insecurity; (3) there is a negative relationship between individual's mindfulness and workplace bullying; (4) there is a positive relationship between individual's workplace bullying and job insecurity; (5) there is a positive relationship betweenindividual's job insecurity and turnover intention; (6) there is a positive relationship between individual's workplace bullying and turnover intention.

Keywords:  Emotion Regulation, Mindfulness, Workplace Bullying, Job Insecurity, Turnover Intention

回目錄

長期照顧計畫使用意願之研究

THE STUDY OF USAGE INTENTION OF LONG-TERM CARE SERVICES

廖彩雲
國立嘉義大學企業管理學系暨研究所教授

蘇琦雯
國立嘉義大學企業管理研究所碩士

Tsai-Yun Liao
Professor, Department of Business Administration,
National Chiayi University

Chi-Wen Su
Master, Graduate Institute of Business Administration,
National Chiayi University

摘要

由於醫療水準提升，全球人口的平均壽命普遍延長，我國已於1993 年正式邁入「高齡化的社會」，長期照顧的需求也隨之增加。為了積極落實長期照護政策，我國行政院於2007 年4 月核定我國長期照顧十年計畫，並於2017 實施長期照顧十年計畫2.0。為提升民眾對於長期照顧十年計畫2.0 政策的使用意願，本研究利用驗證性因素分析、結構方程式探討探討長期照顧計畫2.0 政策認知有用性、政策認同、滿意度與使用意願之研究。本研究採用問卷調查，以便利抽樣法隨機發放，問卷採不記名式作答，問卷總回收數為310 份，有效問卷為300 份。本研究之結果顯示，當民眾對政策之認知有用性愈高，則對政策的滿意度亦會提高；政策滿意度亦會影響民眾對政策之認同。政策認同會影響民眾對於長照2.0 政策的使用意願，且政策認同在認知有用性與使用意願間具有中介效果。民眾對於長照2.0 之政策認同受外界因素影響，因此長照2.0 需要大力宣傳使民眾對此政策有更多的認識以及認知長照的有用性，以提高支持與使用意願，讓長照政策能落實至需要的民眾。

關鍵字：長照2.0、認知有用性、政策認同、使用意願

ABSTRACT

The average life of the global population has prolonged due to the medical care improvement. In 1993, Taiwan has officially entered the "aging society." As the life expectancy increases and aging phenomenon grows, the need for long-term care service is a critical issue for life quality. The Executive Yuan of Taiwan has implemented a 10-year Long-Term Care Plan in 2007 and a 10-year Long-Term Care Plan 2.0 in 2017 to support the long-term care services. In order to investigate the public's willingness to use the Long-Term Care Services, this research uses confirmatory factor analysis and structural equation modeling to explore the policy support and intention of using long-term care services in Taiwan. By convenience sampling method, a total of 310 questionnaires were received, and a total number of valid samples is about 300. The results show that perceived usefulness has a significant positive effect on the policy satisfaction of Long-Term Care Plan 2.0, and the policy satisfaction has a significant positive effect on the policy support. The results also reveal that policy support positively influences the intention of using long-term care service. Also, the perceived usefulness affects the usage intention through the mediating effect of policy support. The policy support is influenced by external factors. Therefore, the Long-Term Care Plan 2.0 needs to be promoted to increase the perceived usefulness, so as to increase the usage intention.

Keywords:  Long-Term Care Plan 2.0, Perceived Usefulness, Policy Support, Usage Intention

回目錄

仁慈領導一定能讓部屬產生前瞻性行為嗎？信任的中介歷程與真誠領導的調節效果

DOES BENEVOLENT LEADERSHIP ALWAYS GENERATE PROACTIVE BEHAVIOR: THE MEDIATING PROCESS OF TRUST AND THE MODERATING EFFECT OF AUTHENTIC LEADERSHIP

潘東豫
中國科技大學企管系副教授

劉世詮
中國科技大學企管所研究生

陳美仁
淡江大學管理科學所博士生

Tung-Yu Pan
Associate Professor, Department of Business Administration,
China University of Technology

Shih-Chuan Liu
Master Degree Student, Department of Business Administration,
China University of Technology

Mei-Ren Chen
Ph. D. Student, Department of Management Sciences,
Tamkang University

摘要

如何讓員工具有更高的主動性、能積極改善現狀，產生更多有利於組織的前瞻性行為，使企業在科技創新、變化快速激烈的環境裡持續茁壯生存，已成為重要的研究議題。在影響社會運作的過程中，領導往往扮演了關鍵性的角色，根據研究，領導行為更是影響員工前瞻性行為的重要原因之一。而家長式領導(包含仁慈領導)是一種在中國文化脈絡下，具有鮮明華人特色的領導風格。

本研究探討仁慈領導對部屬前瞻性行為的影響，並檢驗主管信任在兩者之間的中介效果，及真誠領導是否具有調節效果。以台灣中部之中小企業為研究對象，共回收176 份問卷，研究結果如下:
( 一) 仁慈領導對部屬前瞻性行為有顯著正向影響關係
( 二) 仁慈領導對主管信任有顯著正向影響關係
( 三) 主管信任在仁慈領導與部屬前瞻性行為之間具有中介效果
(四) 真誠領導在仁慈領導與部屬前瞻性行為之間具有正向調節效果，當部屬知覺管理者的真誠領導程度高時，則仁慈領導與部屬前瞻性行為之間的正向關係越強；反之，當部屬知覺管理者真誠領導程度低時，則仁慈領導與部屬前瞻性行為之間的關係越薄弱。

本文最後依據研究結果，針對理論意涵與管理實務提出具體之研究結論與建議，希冀供企業經營管理者與未來研究方向之參考。

關鍵字：仁慈領導、真誠領導、主管信任、前瞻性行為

ABSTRACT

Proactive behavior has become an important issue to study for how to prompt employee to be more initiative and eager to improve work situation so that corporation can grow continually and strongly in the dynamic environment. Leadership always play an essential role in the process of influencing social operation. Besides, Leadership is also one of the major reasons to effect proactive behavior. Paternalistic leadership (including benevolent leadership) is a characteristic leadership styles belonging to Chinese corporation under the context of Chinese culture.

This study explored the relations between benevolent leadership and employee proactive behavior and the mediated role of trust in supervisor. Toward a further understanding, taking Authentic leadership as a moderator to examine the moderating effect between benevolent leadership and proactive behavior.

A total of 176 employees completed the questionnaire. The major findings based on the statistical analyses are as below :

1. Benevolent leadership is positively related to proactive behavior.
2. Benevolent leadership is positively related to trust in supervisor.
3. The relationship between benevolent leadership and proactive behavior is fully mediated by trust in supervisor.
4. The relationship between benevolent leadership and proactive behavior is moderated positively by authentic leadership.

Based on the research results, the concrete conclusions and suggestions will be provided to business management and further study as the references.

Keywords:  Benevolent Leadership, Authentic Leadership, Trust, Proactive Behavior

回目錄

台灣股票市場投資組合績效之探討: 以矩陣式選股與F-SCORE為篩選準則

DISCUSSION ON THE PERFORMANCE OF TAIWAN STOCK MARKET PORTFOLIO: USING MATRIX STOCK SELECTION AND F-SCORE AS THE SCREENING CRITERIA

蘇冠勤
國立高雄科大（第一校區）財務管理所

謝宗祐
明道大學財務金融學系副教授

林財印
國立高雄科大（第一校區）財務管理所助理教授

Kuan-Chin Su
Department of Finance,
National Kaohsiung University of Science and Technology

Tsung-Yu Hsieh
Associate Professor, Department of Finance,
Mingdao University

Tsai-Yin Lin
Associate Professor, Department of Finance,
National Kaohsiung University of Science and Technology

摘要

股票價格的高低取決於公司獲利能力等財務指標， 股票價值會逐漸趨向內含價值，為研究何種基本面分析方法能帶來更優異的報酬，以注重公司營運基本面之績效表現的價值型投資法進行探討， 而非短期股價起伏市場下或市場波動走勢。

本研究期間自2000年至2017年止，共計18年，以上市上櫃（ 不包含TDR 與F股）之公司，使用巴菲特選股標準結合雷浩斯《矩陣式存股法年賺18%》形成一套矩陣式指標， 與Piotroski（2000）所提出的F-SCORE 指標，與加權指數及台灣 50 進行平均報酬之比較。

實證結果顯示矩陣式與F-SCORE投資組合平均報酬均高於加權指數，其最高超額報酬為2006年 66.76% 與54.86%； 而與台灣 50 比較其最高超額報酬為2006年 64.67% 與 57.02%。顯示運用矩陣式及F-SCORE投資法應用於台灣股票市場擇股有良好績效。

關鍵字：價值型投資、矩陣式、F-SCORE

ABSTRACT

The stock price depends on the financial indicators such as the company's profitability, the stock value will gradually tend to intrinsic value, in orde to study what fundamental analysis methods can lead to better return, we focus on the value investing strategy emphasizes the performance of the companies in operating fundamentals aspect, rather than short-term fluctuations in stock price or the trend of the market condition.

We used Buffett's stock selection criteria to combine Rehos's《Matrix stock-method to make 18% annual profit》forming a set of matrix pointers, and Piotroski's（2000）F-SCORE pointer is compared with the weighted index and 0050 average return in the period from 2000 to 2017 of listed companies(excluding TDR and F shares) for 18 years.

Empirical results show that the average return of the matrix and F-SCORE portfolios is better than the weighted index, with the highest excess return about 66.76% and 54.86% in 2006, and the highest excess return about 64.67% and 57.02% is better than 0050 in 2006. It shows that the application of matrix and F-SCORE investment method has good performance in Taiwan's stock market.

Keywords:    Value investing, Matrix, F-SCORE

回目錄

補強教學課程學習成效之研究

A CASE STUDY ON LEARNING EFFECTIVENESS OF REMEDIAL INSTRUCTION

黃聖茹
龍華科技大學企管系

Sheng-Ju Huang
Department of Business Administration,
Lung Hwa University of Scinece and Technology

摘要

學校為輔導學習困難之學生，加強學生之實務技能，以提昇其學習成效及專業競爭力，特開設補強教學課程，以協助學生克服學習的困難，而教師亦能達到教學的目標，進而有助於學校推動教學品質改善的功能。本研究旨在探究個案學校補強教學對於輔導學生的學習成效和因應策略。本研究採用問卷調查法進行研究，共發出510 份問卷，有效問卷為 501 份。研究結果發現，影響的因素包含教師教學和學生學習。根據研究發現提出對教師和學校單位之建議。

關鍵字：補強教學，學習成效，重要-表現程度分析法

ABSTRACT

This study investigates the learning effectiveness of remedial instruction and coping strategies they adopted. This study uses questionnaire research method, and a total of 501 valid questionnaires were collected from 510 questionnaires. The study finds that influence remedial instruction include teacher teaching and student learning. The study concludes by suggestions for teachers and schools based on the research findings.

Keywords:   Remedial Instruction, Learning Effectiveness, Importance-Performance Analysis

回目錄

進口車之知覺價值、顧客滿意度、企業形象與再購意願關係之研究

A STUDY OF IMPORTED CARS ON THE RELATIONSHIPS AMONG PERCEIVED VALUE, CUSTOMER SATISFACTION AND CORPORATE IMAGE AND REPURCHASE INTENTION

蔡智凱
龍華科技大學企管系碩士班

李維鈞
龍華科技大學企管系

Chih-Kai Tsai
Graduate Student, Department of Business Administration,
Lunghwa University of Science and Technology

Wei-Chun Lee
Department of Business Administration,
Lunghwa University of Science and Technology

摘要

在現今的環境之中，建立和維繫與顧客之間的關係，並增加顧客留存率，是一個重要的行銷課題。本研究探討台北市人民使用進口車的狀況，如何藉由顧客的知覺價值，提升顧客的滿意度，得到顧客的認同與信賴，建立良好的企業形象，以增加顧客的再購意願。本研究彙整上述變數之相關文獻並做關聯性探討，以網路問卷發放的方式，總共回收了300 份有效問卷，以SPSS 統計軟體來做描述性分析、信度分析、因素分析、歸分析等統計方法。主要發現為知覺價值對顧客滿意度有正向影響，知覺價值對企業形象及再購意願有正向影響；顧客滿意度對企業形象及再購意願有正向影響；顧客滿意度及企業形象在知覺價值與再購意願間具有完全中介效果。

關鍵字：知覺價值、顧客滿意度、企業形象、再購意願

ABSTRACT

In today's environment, establish and maintain relationships with customers and increasing customer retention is an important marketing issue. This research explores the status of people using imported cars in Taipei City, how to improve customer satisfaction by customer’s perceived value, gain the recognition and trust of customers and establish a good corporate image to increase customer’s repurchase intention. In this research the relevant literature of the above variables was collected and related discussions were conducted. A total of 300 valid questionnaires were collected in the form of online questionnaires. The SPSS statistical software conducted descriptive statistics, reliability analysis, factor analysis, regression analysis and other statistical methods. The main finding is that perceived value has a positive impact on customer satisfaction. Perceived value has a positive impact on corporate image and repurchase intention; customer satisfaction has a positive impact on corporate image and repurchase intention; customer satisfaction and corporate image have a mediating effect between perceived value and repurchase intention.

Keywords:   Perceptual value, Customer Satisfaction, Corporate Image, Repurchase Intention

回目錄

職家衝突的性別與性別角色之差異

SEX AND GENDER ROLES DIFFERENCES IN WORK-FAMILY CONFLICT

張婷婷
龍華科技大學工業管理系助理教授

陸洛
台灣大學工商管理學系教授

周君倚
台灣大學工商管理學系博士研究員

高旭繁
玄奘大學應用心理學系教授

Ting-Ting Chang
Assistant Professor, Department of Industrial Management,
Lunghwa University of Science and Technology

Luo Lu
Professor, Department of Business Administration,
National Taiwan University

Chun-Yi Chou
Postdoctoral Research Fellow, Department of Business Administration,
National Taiwan University

Shu-Fang Kao
Professor, Department of Applied Psychology,
Hsuan Chuang University

摘要

本研究的目的為探討生理性別與心理性別特質之交互作用，即檢視「生理性別」(男性/女性)與「心理性別特質」（男性化/女性化）對「職家要求」(工作負荷/家庭責任)與職家衝突(工作-家庭衝突/家庭-工作衝突)關係的三階交互作用，基於性別角色認同理論，瞭解在社會變遷中，個體的性別認同運作對職家衝突歷程的影響。本研究以全職工作者為樣本，共計回收317份有效問卷。研究結果發現，男性工作者的女性化特質會強化工作負荷與家庭-工作衝突的正向關係；而女性工作者的女性化特質則會弱化工作負荷與家庭-工作衝突的正向關係。此外，男性工作者的女性化特質會強化家庭責任與工作-家庭衝突的正向關係；而女性工作者的女性化特質則會弱化家庭責任與工作-家庭衝突的正向關係。研究最後根據研究結果進行理論與實務意涵的討論，並提出對未來研究的若干建議。

關鍵字：職家衝突、職家要求、生理性別、心理性別特質

ABSTRACT

The purpose of this study is to examine the three-way interaction effects of sex (male / female), gender (masculinity /femininity) on the relationship between work and family demand (workload / family responsibility) and work and family conflict (work-to-family conflict / family-to-work conflict). We use gender role identification to understand the effects of individual gender identity on the work and family conflict in social change. Using structured questionnaires, a diverse sample of 317 full-time employees drawn from a variety of organizations in Taiwan was surveyed. Our results showed that the femininity strengthened the positive relationships between workload and family-to-work conflict for male respondents; while the femininity weakened the positive relationship between workload and family-to-work conflict for female respondents. In addition, the femininity of male respondents strengthened the positive relationship between family responsibilities and work-to-family conflict; while the femininity of female respondents weakened the positive relationship between family responsibilities and work-to-family conflict. Theoretical and practical implications are discussed at the end of the paper. Several future research directions are suggested.

Keywords:  Work and Family Conflict, Work and Family Demand, Physical Gender, Psychological Gender Traits

回目錄

以研發外溢效果分析中國遊戲產業差異

ANALYSIS OF CHINA'S GAME INDUSTRY DIFFERENCES WITH R&D SPILLOVER EFFECTS

許峰睿
國立臺中科技大學

凃佩均
國立臺中科技大學

黃思晴
國立臺中科技大學

Feng-Jui Hsu
National Taichung University of Science and Technology

Pei-Jun Tu
National Taichung University of Science and Technology

Ssu-Ching Huang
National Taichung University of Science and Technology

摘要

隨著智慧型手機普及，人手一機已成為現今趨勢，且現代人生活壓力大、步調快，更加重視休閒娛樂，使得手機遊戲成為新的紓壓方式，讓遊戲市場規模日益成長。因此，本研究的目的為研究遊戲產業的軟體廠商及硬體廠商是否存在外溢效果，以釐清遊戲產業中的差異。為更深入的瞭解不同市場的差異，本研究將以中國的遊戲產業進行分析，以了解市場規模對外溢效果的影響。而實證結果為遊戲軟體廠商研發外溢效果和營業總收入呈顯著正相關，接著差異性檢定結果顯示，遊戲軟體廠商與硬體廠商之研發外溢效果存在顯著正向差異。再者探討研發支出與經營績效之關係，發現軟、硬體遊戲廠商產業研發支出會顯著影響企業經營績效。最後探討在不同產業間之研發支出於企業經營績效是否存在顯著正向差異，迴歸分析結果顯示，在軟體與硬體廠商皆不支持遊戲軟體廠商與硬體廠商之研發外溢效果存在顯著正向差異。

關鍵字：外溢效果、研發支出

ABSTRACT

With the popularity of smart phones, to have one nowadays has become a trend and modern life stress, fast-paced, more emphasis on leisure and entertainment, making mobile gaming has become a new way to relieve the pressure, so that the size of the growing gaming market. Therefore, the purpose of this study was to investigate whether the game industry software vendors and hardware vendors exist spillover effect, in order to clarify the difference in the game industry. For the better understanding of the differences in different markets, this study will be China's game industry analysis to understand the impact of market size on the spillover effect. The empirical results as game software makers and business R&D spillover effect was significantly positively correlated with total income, followed by differences in test results show that there is significant positive difference in the game software vendors and hardware vendors R&D spillover effect. Further research to explore the relationship between spending and business performance, found that software and hardware manufacturers the game industry R&D expenditures will significantly impact business performance. Finally, explore R&D spending among the different industries in business performance whether there is a significant positive difference in the regression analysis showed that the software and hardware vendors neither supports game software vendors and hardware vendors R&D spillover effect of the presence of significant positive difference.

Keywords:  Spillover Effect, R&D Spending

回目錄