目　　錄

回商管科技季刊目錄 Return

環保化妝品購買意願影響因素分析

ANALYZING PURCHASING INTENTION OF ENVIRONMENTALLY FRIENDLY COSMETICS

林水順

國立勤益科技大學企業管理系副教授

莊英慎

中華大學企業管理系副教授

黃姿瑜

創惟科技股份有限公司生產管理師

Shui-Shun Lin

Associate Professor, Department of Business Administration,
National Chin-Yi University of Technology

Ying-Shen Juang

Associate Professor, Department of Business Administration,
Chung Hua University

Tz-Yu Huang

Production Engineer, Department of Production Management,
Genesys Logic, Co. Ltd.

摘要

近年來，由於環境的破壞逐漸提升永續發展的概念，而企業與民眾亦逐漸正視全球暖化的議題，因此環保已成為消費者購物時重要的參考依據。隨著人類環保意識抬頭以及崇尚自然之風行，市場上許多產品紛紛強調環保與有機的訴求，而綠色護理產品的銷售也不斷攀升，以植物為基礎成份的化妝品成為生產與消費的趨勢，亦是未來的研發關鍵。本研究主要以計畫行為理論為基礎，並納入行銷溝通工具變項，目的在探討消費者購買環保化妝品的態度、主觀規範、知覺行為控制與其行為意向之影響；並應用計畫行為理論發展適合之架構，以分析購買意圖的影響因素及其程度。本研究針對15 至65 歲的女性消費者進行問卷調查，使用結構方程分析進行假設驗證。研究結果顯示，態度構面中，功能信念、社會信念與知識信念皆呈顯著正向影響；主觀規範構面中，總規範信念呈顯著正向影響；行銷溝通構面中，口碑行銷、廣告行銷與推廣行銷對行為意向呈顯著正向影響。整體構面中，態度、主觀規範、行銷溝通工具均
對行為意向呈顯著正向影響，而知覺行為控制則呈顯著負向影響。

關鍵字：化妝品、計畫行為理論、行銷溝通工具、結構方程模式
 

ABSTRACT

In the recent years, environment deterioration has enhanced the concept of sustainable development. The businesses gradually pay more attention on the issue of global warming. Environmental protection has become an important consideration in consumer shopping behavior. With the rising of environmental protection awareness and the trend of natural fashion, the sales figure of multitudinous products emphasizing on environmental protection are also soaring. Green products are also the key subjects for enterprises for future research and development. The theory of planned behavior was adopted as the theoretical basis for this research. Marketing communication tools were included as variables. The objective of this study is threefold: (1) to explore consumers’ attitude, subject norm, perceived behavioral control, and behavioral intentions when purchasing environmentally friendly cosmetics. (2) to develop a proper framework with planned behavior theory for abovementioned constructs. And (3) to analyze the influential factors and the extent of impact on behavioral intention. Questionnaire survey was conducted to investigate female consumers aged 15 to 65 years old. Structural equation modeling was used for data analysis. The results show that, in the attitude dimension, functional beliefs, social beliefs, and knowledge beliefs all produce a significantly positive impact. In the marketing communication dimension, word-of-mouth marketing, advertising marketing, and promotional marketing have significantly positive impacts on behavioral intention. In the normative dimension, the overall normative beliefs produce a significantly positive impact. In the overall dimension, the attitude, subjective norms, and marketing communication tools have significantly positive impacts on behavioral intention. Among them, however, perceived behavioral control show a significantly negative impact.

Keywords: Cosmetics, Theory of Planned Behavior, Marketing Communication Tool, Structural Equation Models

回目錄

旅館業員工的工作價值觀－如何調節員工工作壓力、工作態度與工作績效

EMPLOYEES' WORK VALUE IN THE LODGING INDUSTRY – HOW WOULD IT MODERATE
THE RELATIONSHIPS AMONG JOB STRESS, WORK ATTITUDE AND JOB PERFORMANCE?

許順旺

輔仁大學餐旅管理研究所教授

嚴雯聖

輔仁大學餐旅管理研究所助理教授

張姮燕

義守大學娛樂事業管理學學系助理教授

張馨

康橋國際學校校長室秘書

Shun-Wang Hsu

Professor, Graduate Institute of Restaurant, Hotel and Institutional Management,
Fu Jen Catholic University

Wen-Shen Yen

Assistant Professor, Graduate Institute of Restaurant, Hotel and Institutional Management,
Fu Jen Catholic University

Heidi H. Chang

Assistant Professor, Department of Entertainment Management,
I-Shou University

Hsin Chang

Principal Secretary,
Kang Chiao International School

摘要

本研究以台灣國際觀光旅館之各部門員工為研究對象，探討旅館員工之工作壓力、工作態度、工作績效與工作價值觀之間的關係。以便利抽樣方式進行問卷調查，受測對象為國際觀光旅館工作滿六個月以上之正式員工，在員工填答問卷後，相隔兩周後，並請其直線主管填答員工之工作績效之狀況。問卷發放主管及員工各600份，回收有效配對問卷466份。研究結果顯示：員工之工作壓力越高，則員工的工作態度及工作績效會越差；員工呈現出的工作態度越佳，則工作績效會越好；研究也發現員工的工作壓力能透過良好工作態度的呈現，進而提升員工的工作績效；員工越重視工作價值觀時，將會弱化作壓力與工作態度之關係以及強化員工之工作態度及工作績效的關係。

關鍵字：工作壓力、工作態度、工作績效、工作價值觀

ABSTRACT

The current study aims to explore the relationships among international tourist hotel employees’ job stress, work attitudes, job performance and work values in Taiwan. The data was collected by using convenient sampling with structured questionnaire. Employees who have worked in the international tourist hotels in Taiwan over 6 months were recruited in the study. The employees’ performances were evaluated by their direct supervisors. A total of six-hundred questionnaires were sent to the managers and employees, resulting a sample of 466 valid employee-supervisor dyads. Research results indicated that: (1) when employees’ had greater job stress, employees had worse work attitudes and job performance; (2) when employees had greater work attitudes, they would enhance their job performance; (3) work attitudes had a full mediation effect on the relationship between job stress and job performance; (4) employees’ perception of work value moderated the relationship between job stress and work attitudes as well as the relationship between work attitudes and job performance. That is, employees with greater work values would significantly weaken the negative relationship between job stress and work attitude and accelerate the relationship between work attitudes and job performance.

Keywords: Job Stress, Work Attitudes, Job Performance, Work Value

回目錄

企業經營模式之探討－以永記越南子公司為例

THE EXPLORE ON THE BUSINESS MODEL – A CASE STUDY
OF YUNG-CHI'S VIETNAMESE SUBSIDIARY

李啓誠

正修科技大學企業管理系教授

Chi-Cheng Lee

Professor, Department of Business Administration,
Cheng Shiu University

摘要

企業經營模式對經營績效扮演著核心角色，但多數文獻的說明是欠缺與模糊，學理上無清楚脈絡可予以探討與分析；在實務上企業亦不知如何描述其經營模式。在無規範可依循情況下，造成經營模式常眾說紛紜、莫衷一是，使得對其理解是頗為重要的。因此，本研究擬整理相關文獻，建立企業經營模式形成的因素與構面，以提供爾後探討有關經營模式之參考。另外，為提供經營模式在實務上一可行的分析程序，本研究以永記越南子公司進行個案研究，依循經營模式形成的構面與因素進行分析，以期對經營模式之形成建立正確的觀念。經由文獻整理，經營模式的形成除受到企業內部構面的價值鏈活動、網絡關係及收入來源等因素影響外；並受外部環境構面諸多因素影響，以及公司所採取多項經營策略彼此相互搭配凝聚。繼而以深入訪談及實地踏查個案公司，以瞭解其經營模式，所獲得結果是永記越南子公司的收入有90%是來自台商企業及其網絡關係，其經營模式是一種「信任模式」，此模式係在越南市場採取市場滲透策略下，永記台灣母公司落實重視研究發展、照顧員工福利、與經銷商建立夥伴關係、自有資金經營等功能層級（部門）策略的結果。

關鍵字：經營模式、經營策略、越南市場

ABSTRACT

The business model plays a central role in business performance, but the description of most documents is lacking and vague. There is no clear theoretical context to explore and analyze. In practice, enterprises do not know how to describe their business model. In the absence of norms to follow, the business model is often said to be different, and it is quite important to understand it. Therefore, this study intends to collect relevant literature and establish the factors and facets for the formation of business models to provide a reference for discussing relevant business models. In addition, in order to provide a feasible analysis procedure for the business model in practice, this study uses the case study of Yung-Chi's Vietnamese Subsidiary to analyze the formation and factors formed by the business model, in order to establish a correct concept for the formation of the business model. Through the literature, the formation of the business model is affected by factors such as the value chain activities, network relationships and income sources of the internal structure of the enterprise; and it is influenced by many factors of the external environment, and the various business strategies adopted by the company are mutually condensed. Then, in-depth interviews and field investigations of case companies to understand their business model, the result is that 90% of the income of the Yung-Chi Vietnamese Subsidiary comes from Taiwanese companies and their network relationships, and its business model is a "trust model." This model is based on the market penetration strategy of the Vietnamese market. It is the result of the functional level (department) strategy of the Taiwan parent company that attaches importance to research and development, caring for employee benefits, establishing partnerships with distributors, and operating its own funds.

Keywords: Business Model, Rain Bow Paint, Vietnamese Market

回目錄

同儕師徒制應用於行銷學程之研究

“THE STUDY OF THE PEER MENTORING APPLIED TO MARKETING COURSE

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

致理科技大學商務科技管理系自100 學年度正式實施師徒制，希望能提高學生的學習動機，進而達到學用合一的目的。本研究以一個3 學期的行銷學程課程進行實證研究，探討同儕師徒制應用於行銷學程，是否會提高學生的學習成績？
研究結果顯示，此種教學方式特別適用於技職院校以動手做為主的教學。研究結果證明「同儕師徒制」的教學方式的確能達到課程的目標，實施「同儕師徒制」之關鍵成功因素，則是完善的制度設計與課程規劃。本研究希望「同儕師徒制」的教學方法，除了提供技職教育工作者的應用與研究參考外，並能對行銷課程的創新教學經驗提供助益。

關鍵字：同儕學習、師徒制、同儕師徒制、行銷學程

ABSTRACT

The Department of Commerce Technology and Management, Chihlee University of Technology has applied peer mentoring program since 100 academic year. This program intends to improve students’ initiatives to learn as well as students’ implementation abilities in the real world. The study conducted an empirical studies in a three semesters marketing course to verify if the “peer mentoring program” will improve students’ academic performance.
The results of the study show that this kind of teaching method is especially suitable for learning by doing teaching in vocational colleges. The results of the study prove that the teaching method of “peer mentoring” can indeed achieve the objectives of the curriculum. The key success factors of implementing “peer mentoring program” are system design and curriculum planning. The researchers of this study hope that the teaching method of “peer mentoring” will not only provide application and research reference for vocational education workers, but also help the innovative teaching methods of marketing courses.

Keywords: Peer Learning, Mentoring, Peer Mentoring, Marketing Course

回目錄