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實務教學與實作訓練影響學習成效－學習心理模擬之中介效果

THE EFFECTS OF TEACHING AND TRAINING OF PRACTICE PROGRAM
ON LEARNING EFFECTIVENESS- THE MEDIATION OF LEARNING MENTAL SIMULATION

謝致慧 

國立高雄科技大學行銷與流通管理系教授

Chih-Hui Shieh

Professor, Department of Marketing and Distribution Management, 
National Kaohsiung University of Science and Technology

摘要

本研究以商科實務課程進行教學實踐研究，主要探討兩種接軌教學模式對大學生學習成效之影響，並分析學習心理模擬的中介效果，且深入了解課業負荷與接軌教學模式對學習成效的交互作用。以量化實驗研究法在課程四個階段中，對45位大三修課學生進行組內實測。重複測量二因子變異數分析結果顯示，所有假說皆獲得支持。首先，實作訓練比實務教學有較高的學習成效，同時學習心理模擬在接軌教學模式與學習成效之間扮演中介角色，而課業負荷與接軌教學模式對學習成效也具顯著交互作用。進一步分析單純主要效果，發現在低課業負荷情況下，實作訓練比實務教學有較高的學習成效；在高課業負荷情況下，實務教學與實作訓練對學習成效沒有顯著差異。相對地，在實務教學模式下高課業負荷比低課業負荷有較高的學習成效；在實作訓練模式下，低課業負荷與高課業負荷對學習成效沒有顯著差異。最後，本研究結果提出具體理論貢獻與實務意涵，提供未來研究及教學實踐之參考。

關鍵字：課業負荷、實作訓練、實務教學、教學實踐研究、學習心理模擬

ABSTRACT

This study mainly explores the impact of two integrated teaching models on college students' learning effectiveness, analyzes the mediating effects of learning mental simulation, and gains an in-depth understanding of the interaction between assignments loading and integrated teaching models on learning effectiveness. A quantitative experimental research method was used to conduct a within-subject design on 45 junior college students in four stages of courses. Repeated measurement of two-factor variance analysis shows that all hypotheses are supported. First, practice training has higher learning effectiveness than practical teaching. At the same time, learning mental simulation plays a mediating role between the integrated teaching model and the learning effectiveness. The assignment loading and the integrated teaching model also have a significant interaction effect on the learning effectiveness. Further analysis of the simple main effects reveals that under low assignment loading, practice training has higher learning effectiveness than practical teaching; under high assignment loading, no significant difference in learning effectiveness between practical teaching and practice training is found. In contrast, under the practical teaching mode, high assignment loading had higher learning effectiveness than low assignment loading; in the practice training mode, no significant difference in learning effectiveness between low assignment loading and high assignment loading is found.

Keywords: Assignment Loading, Learning Mental Simulation, Practical Teaching, Practice Training, Teaching Practice Research

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農產品產地屬性訊息對消費者知覺風險、品牌權益與再購意願之影響

A STUDY OF AGRICULTURAL PRODUCT ORIGIN ATTRIBUTE INFORMATION ON
CONSUMERS’ PERCEIVED RISK, BRAND EQUITY AND REPURCHASE INTENTION

蕭至惠

國立嘉義大學行銷與觀光管理學系教授

蔡進發 

國立嘉義大學企業管理學系教授兼系主任

柳志昂

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

Chin-Fa Tsai

Professor and Chair, Department of Business Administration, 
National Chiayi University

Zhi-Ang Liu

Graduate Student, Graduate Institute of Marketing Management, 
National Chiayi University

摘要

本研究欲了解農產品原產地屬性訊息是否會影響消費者的知覺風險、品牌權益和再購意願。本研究採問卷調查法進行調查，共計回收550份有效問卷，以獨立樣本t檢定與迴歸分析進行假說之驗證。研究結果顯示：(一)相較於弱產地屬性訊息，強產地屬性訊息更能降低知覺風險與知覺風險的相關子構面。(二)知覺風險會負向影響再購意願，且功能、身體、心理、社會等知覺風險子構面均會負向影響再購意願。(三)相較於弱產地屬性訊息，強產地屬性訊息更能提高品牌權益。(四)品牌權益會正向影響再購意願。(五)相較弱產地屬性訊息，強產地屬性訊息更能提高再購意願。(六)無論知覺風險（含知覺風險子構面）高低，強產地屬性訊息皆能提高再購意願。(七)無論品牌權益高低，強產地屬性訊息皆能提高再購意願。

關鍵字：產地屬性訊息、知覺風險、品牌權益、再購意願、產地商標
 

ABSTRACT

The purpose of this study is to examine the effect of agricultural product origin attribute information on consumers’ perceived risk, brand equity, and repurchase intention.
A total of 550 valid questionnaires are collected to verify the hypothesis by independent sample t test and regression analysis. The results show that: (1)Compared with the weak origin attribute information, the strong origin attribute information can reduce the overall perceived risk and the related sub-dimensions of perceived risk. (2)Perceived risk negatively affect repurchase intention, and function, body, psychology and society risks negatively affect repurchase intention. (3)Compared with the weak origin attribute information, the strong origin attribute information can improve the brand equity. (4)Brand equity positively affect the repurchase intention. (5)Compared with the weak origin attribute information, the strong origin attribute information can improve the repurchase intention. (6)No matter the overall perceived risk and the related sub-dimensions are high or low, strong origin attribute information can improve repurchase intention. (7)No matter the level of brand equity, strong origin attribute information can improve the repurchase intention.

Keywords: Origin Attribute Information, Perceived Risk, Brand Equity, Repurchase Intention, Origin Trademark

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使用信用卡能帶來幸福？中國家庭金融調查實證分析

CAN CREDIT CARDS MAKE US HAPPY? AN EMPIRICAL ANALYSIS OF
CHINESE HOUSEHOLD FINANCE SURVEY

曾永清 

國立臺灣師範大學公民教育與活動領導學系教授

張惠甄

國立臺灣師範大學公民教育與活動領導學系碩士

Yung-Ching Tseng

Professor, Department of Civic Education and Leadership,
National Taiwan Normal University

Hui-Chen Chang

Master, Department of Civic Education and Leadership,
National Taiwan Normal University

摘要

本文利用2015年中國家庭金融中心資料，以ordered logit model探討信用卡負債影響戶主幸福感程度，同時納入背景變數、財務變數與理財素養等影響因素，另外估算各自變數對幸福感之預測機率與對幸福感之邊際效益。結果顯示：已婚、共產黨員與高資產的戶主，幸福感較高。信用卡債務餘額對幸福感產生顯著負相關；「一般幸福」類別中邊際效應為正，說明於「一般幸福」類別上，戶主適度的使用信用卡可以帶來幸福感，但是於「幸福、非常幸福」類別情形有負的邊際效應，高債款餘額增加後，幸福感降低了。

關鍵字：信用卡、幸福感、中國家庭金融調查、次序羅吉特迴歸模式

ABSTRACT

This study discusses the effects of credit card debt on happiness in China based on the data of the China household finance survey completed in 2015. The ordered logit regression model is adopted as the key research method, and the conclusions derived are as follows. Married, communist household heads with more assets have a higher sense of happiness. The increase in credit card debt is negatively correlated with happiness. In the case of marginal effect, the coefficient in the "quite happy" level is positive, which means that in this ordinal scale, the proper way to use a credit card can make household heads happier, while in the "happy, very happy" level, there is a negative marginal effect on high credit card debt, in which household heads with more debt are less happy.  

Keywords: Credit Cards, Happiness, China Household Finance Survey, Ordered Logit Model

回目錄

分析綠色品牌情感與綠色品牌個性對綠色購買意願之影響
－環保情感承諾之中介效果

TO ANALYZE THE INFLUENCE OF GREEN BRAND AFFECT AND
GREEN BRAND PERSONALITYON GREEN PURCHASE INTENTION
- THE MEDIATION EFFECT OF ENVIRONMENTAL AFFECTIVE COMMITMENT

陳宥杉

國立臺北大學企業管理系特聘教授兼商學院院長

李佩芳

國立臺北大學國際企業研究所助理教授

葉英祺

國立臺北大學企業管理系碩士生

邱光輝

國立臺北大學企業管理系教授

陳志堅 

國立臺北大學企業管理系博士候選人

Yu-Shan Chen

Dean, College of Business & Distinguished Professor, Department of Business Administration,
National Taipei University

Pei-Fang Li

Assistant Professor, Graduate Institute of International Business, 
National Taipei University

Ying-Chi Yeh

Master, Department of Business Administration, 
National Taipei University

Kuang-Hui Chiu

Professor, Department of Business Administration, 
National Taipei University

Chih-Cnien Chen

Ph. D. Candidate, Department of Business Administration, 
National Taipei University

摘要

現今環保及綠色相關議題已直接影響到消費者的購買意願，許多企業希望透過建立其綠色品牌來吸引更多的消費者購買其產品，過去雖然有許多對於綠色品牌的研究，但對於可能影響消費者購買意願的品牌情感、品牌個性以及環保情感承諾尚無整合歸納探討，故本研究就其研究缺口做進一步探討。本研究以臺灣消費者為樣本，綠色品牌情感及綠色品牌為前置變項，環保情感承諾為中介變項，綠色購買意願為結果變項，結果發現：綠色品牌情感對環保情感承諾及綠色購買意願有正面影響；環保情感承諾對於綠色購買意願有正面影響；綠色品牌個性對於環保情感承諾有正面影響；而環保情感承諾在綠色品牌個性與綠色購買意願之間具完全中介效果，因此，當消費者對其綠色品牌有所信賴產生的正面情感與評價，會影響其購買意願，而企業在增加其綠色品牌的個性及吸引力的同時，亦須強化消費者對於環保的情感承諾來增加認同，才能讓消費者願意透過該品牌產品來展現其個性，增加其購買綠色產品的意願。

關鍵字：綠色品牌情感、綠色品牌個性、環保情感承諾、綠色購買意願
 

ABSTRACT

Nowadays, environmental protection and green-related issues have directly affected the purchase intentions of consumers. Many enterprises hope to attract more consumers to buy their products by establishing their green brands. Although there have been many studies on green brands in the past, there is no integrated discussion on green brand affect, green brand personality, and environmental affective commitment that may affect consumers’ purchase intentions. The study took Taiwanese consumers as a sample, with green brand affect and green brand personality as the pre-variables, environmental affectivecommitment as the intermediary variable, and green purchase intention as the result variable to fill research gaps. The results found that: (1)Green brand affect has a positive impact on environmental affective commitment and green purchase intention; (2)Environmental affective commitment has a positive impact on green purchase intention; (3)Green brand personality has a positive impact on environmental affective commitment; (4)Environmental affective commitment has a complete intermediary effect between the green brand personality and the green purchase intention. Therefore, when consumers have positive emotions and comments on the green brands, they will affect their willingness to purchase. Accordingly, while companies increase the personality and attractiveness of their green brands, they must also strengthen consumers’ environmental affective commitment to increase recognition. In this way, the consumers would be willing to show their personality through the brand products and increase their willingness to buy green products.

Keywords: Green Brand Affect, Green Brand Personality, Environmental Affective Commitment, Green Purchase Intention

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