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社交廣告類型在社交廣告知覺對消費行為意圖影響之差異探討－以網路紅人廣告資訊為例

TO DISCUSSION THE DIFFERENCES OF SOCIAL ADVERTISING TYPES IN SOCIAL MEDIA ADVERTISING AND BEHAVIORAL INTENTIONS

張彥輝

遠東科技大學行銷與流通管理系所助理教授

陳福文

遠東科技大學行銷與流通管理系研究生

Yen-Hui Chang

Assistant Professor, Department of Marketing and Logistics Management,
Far East University

Fu-Wen Chen

Graduate Student, Department of Marketing and Logistics Management,
Far East University

摘要

　　社群網站使用的特性，廣告類型已經有不同的變化，且廣告商已將大量廣告移轉至社群網站，過去傳統廣告通常將廣告內容直接呈現的「非」原生廣告，已經被注重廣告策略的原生廣告所取代。現今某些網路使用者或團體運用社群網站的使用特性，將其生活行為、才藝表演或言論主張在社群網路廣泛流傳，成為社群網路上眾人爭相點閱的關注者，便是「網路紅人」，接著網路使用者因被這些網路紅人的廣告資訊所影響，產生點擊、按讚、分享、討論，甚至購買其推銷之產品等消費行為意圖產生。但要在這資訊爆炸的網路世界，引起網路使用者的關注，勢必是業者需要不斷思考改進的地方。本研究以網路問卷調查方式進行，採五點李克特尺度量表衡量，主要研究對象以使用過社群網站及在社群看過「網路紅人」的網路使用者為研究田野，並將廣告類型分為「原生廣告」及「非原生廣告」，探討不同的社交廣告類型在社交廣告知覺與消費行為意圖中是否有影響及差異。本研究分析結果顯示：(1)社交廣告知覺對消費行為意圖有正向影響、(2)不同社交廣告類型會對社交廣告知覺與消費行為意圖產生差異。

關鍵字：社交廣告類型、社交廣告知覺、消費行為意圖

ABSTRACT

　　Different types of advertisings have changed, advertisers have move a large amount of ads to the social networking sites, and has been replaced by a native ad focusing on advertising tactics by the characteristics of community websites. Some Internet users, organizations or business use the characteristics of community sites to share their life, show or speech on community sites to attract Internet users browse. When more and more Internet users browsed them, finally they become “Internet celebrity”. The intended purchase product occurs for the Internet celebrities’ information and theirs internet behaviors as click, like, share, discuss etc. Businesses need to think about improvement continuously how cause Internet users' attention in the information explosion in the Internet world. A web-based questionnaire survey was conducted based on the research model. The survey, which contained 5-point Likert scale items, and fuscous tow type about Native advertisings and "non" native advertisings explore social advertising whether different types of influence and difference in social advertising perception and behavior intention. A questionnaire is collating Community website users and contact Internet celebrity. Results are listed as follows: (1) Social Media Advertising have positive effects on Behavioral intentions. (2) There are difference effects between social Media Advertising and Behavioral intentions by Social Advertising Types (Native Advertising, Non Native Advertising).

Keywords: Social Advertising Types, Social Media Advertising, Consuming Behavioral Intentions

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台灣Smart Beta「低、高貝塔值公司」之「市場風險」、「流動性風險」、「信用風險」關聯性研究

AN EVIDENCE FROM TAIWAN LOW AND HIGH VOLATILITY SMART BETA CORPORATION - THE RELATIONSHIP OF MARKET RISK, LIQUIDITY RISK AND CREDIT RISK

蔡垂君

靜宜大學會計系教授

簡義信

靜宜大學會計系副教授

林依萩

靜宜大學會計系研究生

Chui-Chun Tsai

Professor, Department of Accounting,
Providence University

Yi-Hsin Chien

Associate Professor, Department of Accounting,
Providence University

Yi-Chiu Lin

Postgraduate, Department of Accounting,
Providence University

摘要

　　本研究以台灣指數公司於2016年12月19日發行的Smart Beta－「低型波動指數」與「低貝塔指數」排序，擷取29家「低貝塔值公司」與30家公司「高貝塔值公司」，評估「市場風險」、「流動性風險」，以及「信用風險」，應用Granger（1969）提出的因果關係模型針對三種風險之時序關係進行實證研究。實證結果發現：(1)「低貝塔值公司」的「信用風險」發生時序影響性，明顯高於「市場風險」與「流動性風險」。(2)「高貝塔值公司」的「市場風險」與「流動性風險」發生時序影響性，則明顯高於「信用風險」。

關鍵字：Smart Beta指數、市場風險、流動性風險、信用風險、Granger因果模型

ABSTRACT

　　In this research, we adopt Volatility Smart Beta Type Company issued by Taiwan Index Company on December 19, 2016 as the empirical samples. By dividing data as 29 “Low” Volatility Smart Beta company and 30 “High” Volatility Smart Beta company, respectively, we use Granger causality model to research the relationship between market risk, liquidity risk and credit risk. The empirical results show that, (1) In 29 “low” Volatility Smart Beta company, the effect of time sequent of “credit risk” is significantly important than “market risk” and “liquidity risk”. (2) In 30 “high” Volatility Smart Beta company, the effect of time sequent of “market risk” and “liquidity risk” are significantly important than “credit risk”.

Keywords:  Smart Beta Index, Market Risk, Liquidity Risk, Credit Risk, Granger Causality Model

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情境學習應用於行銷課程之教學方法研究－三創競賽獲獎方程式

THE STUDY OF IMPLEMENTATION OF SITUATED LEARNING METHODOLOGY IN MARKETING COURSES - THE WINNING FORMULA OF BUSINESS PLANNING COMPETITION

樊祖燁

致理科技大學商務科技管理系副教授

Tsu-Yeh Fan

Associate Professor, Department of Commerce Technology and Management,
Chihlee University of Technology

摘要

　　在體育隊伍的訓練上，「以賽代訓」已十分普遍，證諸於學理，即是藉由情境學習，達到依時程進行學習的目的，這種教學方法對於技職院校行銷類課程的教學進行極有幫助。本研究探討如何利用三創競賽之賽程進行，結合行銷類課程鼓勵學生合作學習及自主學習，以達到課程目標。本研究並提出三創競賽獲獎方程式，希望能對有志於輔導學生參加三創競賽的老師們有所助益。

關鍵字：情境學習、合作學習、自主學習、以賽代訓、三創競賽

ABSTRACT

　　To train sports teams, “replacing the training with real game/competition” has become very common. That is, through the situational learning, the objectives of the training can be achieved. This methodology is useful when it applies to the marketing courses teaching. This study explores how to use the business planning competition, combined with marketing courses to encourage students to cooperative learning and active learning to achieve the curriculum objectives. The study proposed the winning formula for business planning competition, hoping to help the teachers who coach students to participate in business planning competition.

Keywords: Situated Learning, Cooperative Learning, Active Learning, Replacing the Training with Real Game/Competition, Business Planning Competition

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採用手段功能用語請求項保護工業設計產品可能性的探討
THE STUDY OF THE PROBABILITY OF USING MEANS PLUS FUNCTION CLAIM(S) TO DRAFTING THE COVERAGE OF INDUSTRY DESIGN

許文齡
朝陽科技大學銀髮產業管理系助理教授
耿筠 
國立台灣科技大學專利研究所教授
Wen-Ling Hsu
Assistant Professor, Department of Golden-Ager Industry Management,
Chaoyang University of Technology
Yun Ken
Professor, Graduate Institute of Patent,
National Taiwan University of Science and Technology

摘要

　　工業設計功能的發揮是創新發明的重要環節，本文主要目的是從工業設計技術構思的特徵，論述運用專利制度保護工業設計成果的適當形式。首先討論工業設計與創新發明的關係，並比較工業設計領域與專利領域對於工業設計定義與成果的差異，據此檢討我國現行專利制度與實務對於工業設計成果保護的缺失。接者，提出以手段功能用語為撰寫形式的適當性，包括論述該形式的適用時機與撰寫方式，並以實際的案例討論該形式對於保護效果的改進。最後提出以「手段功能用語」的撰寫方式，在專利請求項中尋求較佳的保護，以表達本研究之研究結果：工業設計之結果，尤其是涉及功能重組的創作發明，以手段功能用語之請求項更適合保護創作的價值。

關鍵字：工業設計、專利、請求項撰寫、手段功能用語

ABSTRACT

　　The unleashing of industrial design utilization is an important part of innovations and inventions. The main purpose of this paper is to discuss the appropriate form of using the patent system to protect industrial design results from the characteristics of industrial design. Firstly, this article discussed the relationship between industrial design and innovation/invention, and then compared the differences definition and outcome between the discipline of industrial design and patent. Based on this review, the defects of protection industrial design results by our current patent system and practices are pointed out. And then, the author proposed the appropriateness of the using “means plus function” language as a form of drafting claims, including the discussion of the appropriate situation and writing method of that. It followed by discussing the improvement of the protection effect in practical terms. We expected to find out how the patent system could appropriately protect the results of industrial design products and strengthens ownership of the owners.

Keywords:  Industrial Design, Patent, Claim Drafting, Means Plus Function

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