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負面雙重危機效應、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 NEGATIVE DOUBLE JEOPARDY EFFECTS,
NEGATIVE USER-GENERATED CONTENT MOTIVATIONS,
NEGATIVE E-WOM 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

蔡進發

國立嘉義大學企業管理學系教授兼系主任

陳冠仰

國立臺北護理健康大學休閒產業與健康促進系副教授兼系主任

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

Chin-Fa Tsai

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

Kuan-Yang Chen

Associate Professor and Chair, Department of Leisure Industry and Health Promotion,
National Taipei University of Nursing and Health Sciences

Bo-Zhi Chen

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

摘要

本研究以知名的Youtuber－聖結石為例，並設計兩種情境，也就是NDJ效應（負面雙重危機效應）情境和惡搞模仿式廣告情境，在受測者看過以上兩種情境後，接著填答相關問卷，然後本研究目的在檢驗NDJ效應、負面用戶自創內容動機、負面電子口碑傳遞意願和惡搞模仿式廣告之間的關係。本研究的正式施測，共計收回210份有效問卷。
       研究結果顯示：（一）NDJ效應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；惡搞模仿式廣告對負面電子口碑傳遞意願的影響效果，在高NDJ效應的環境下，會顯著大於低NDJ效應的環境。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：負面雙重危機效應、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

This study chooses famous Youtuber, Saint, as our research object. Two situations, i.e., the situations of both NDJ effect and parody attack ad are designed. After subjects view the two situations, they fill out the questionnaire, and then the study examines the relationships among NDJ effect, negative user-generated content motivations, negative e-WOM transfer intentions, and parody attack ads. This study collects 210 valid samples.
      The main results of this study are as follows: (1) The NDJ effect positively affects negative user-generated content motivations (altruism motivation, vengeance motivation, venting motivation, and self-enhancement motivation). (2) The NDJ effect positively affects negative e-WOM transfer intentions. (3) The NDJ effect moderates the effect of parody attack ad on the negative e-WOM transfer intentions. The effect of parody attack ad on the negative e-WOM transfer intentions will be significantly greater in the situation of high NDJ effect than in the situation of low NDJ effect.
Research findings of this study help to clarify the relationships among NDJ effect, negative user-generated content motivation, negative e-WOM transfer intention, and parody attack ads. And this study will provide practitioners with rich marketing implications.

Keywords:  Negative Double Jeopardy Effect, Negative User-Generated Content Motivation, Negative e-WOM Transfer Intention, Parody Attack Ad

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以主路徑分析探討停車場系統技術演化

EXPLORING THE TECHNICAL EVOLUTION OF PARKING LOT SYSTEM WITH MAIN PATH ANALYSIS

謝逸文

朝陽科技大學台灣產業策略發展博士生

陳裕隆

朝陽科技大學台灣產業策略發展博士生

魏財勇

朝陽科技大學台灣產業策略發展博士生

楊文廣

朝陽科技大學保險金融管理系暨休閒事業管理系教授

I-Wen Hsieh

Ph.D. Program, Strategic Development of Taiwan’s Industry,
Chaoyang University of Technology

Yu-Long Chen

Ph.D. Program, Strategic Development of Taiwan’s Industry,
Chaoyang University of Technology

Tsai-Yung Wei

Ph.D. Program, Strategic Development of Taiwan’s Industry,
Chaoyang University of Technology

Wen-Goang Yang

Professor, Department of Insurance & Department of Leisure Services Management,
Chaoyang University of Technology

摘要

全球的主要都市在特定時間、空間裡停車位都是一位難求。車輛漫無目的巡航、等待，造成排放的有毒廢氣，污染環境、浪費社會成本，影響全體市民生理與心理健康及生活品質。「導航系統」是導引車輛到停車場的關鍵，直接影響到全城交通流量，也是停車場營運最重要的關鍵技術。
       本研究將透過停車場導航系統中的專利技術，由專利引用所形成的技術網絡關係，運用主路徑的分析方法發掘出主要的技術發展脈絡，用以預測未來的發展方向。
       分析中有兩大主要發現，首先是探究過去停車場由導航系統主要的技術發展脈絡關鍵路徑上歷史呈現四大4個大群組。分別是「尋車定位」、「導航系統」、「RFID系統」、「導航動力」。
      由專利引用的再來是預測未來停車場的技術將落在「導航動力」走向。朝停車場技術會受符合環境保護無汙染的車輛電動化、更安全的無人化自動駕駛、更實惠的共享經濟化，等三大技術的影響。

關鍵字：停車場智慧化（parking lot intelligence）、導航系統（navigation system）、主路徑分析（main path analysis）、專利引用（patent citation）

ABSTRACT

Nowadays, it becomes more difficult to find parking spaces in major cities around the world in rush hours. When drivers try to find a parking lot, that causes an amount of toxic emission, polluting the environment, wasting social costs, and affecting citizens’ physical and mental health. Therefore, it is essential to provide drivers with information to avoid traffic jams. Since the “Navigation system” has been the key to guide drivers to find parking lots, it directly affects the traffic flow of the whole city and also becomes the important critical technology in parking industries.
     The technical relationship network formed by patent citation explores patented technologies by the main path analysis in the navigation system for finding a parking lot. The result shows that technologies of parking industries can be categorized into four groups that are “car-finding and positioning”, “navigation system”, “RFID system”, and “management power”. The result also predicts the trend of technology for parking lot will be “management power” which will be affected by three factors of electric vehicles with environmental protection, safer automatic car, and carpool for sharing economy.

Keywords:  Parking Lot Intelligence, Navigation System, Main Path Analysis, Patent Citation

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設立觀光賭場考慮因素研究－結合腦力激盪法與層級分析法之應用

RESEARCH ON SELECTING THE SITE FOR CASINOS BY USING BRAINSTORMING AND AHP METHODS

陳銘薰

國立臺北大學企業管理系教授

陳永承

國立台北大學企業管理系博士候選人
中華科技大學企業管理系講師

Ming-Shiun Chen

Professor, Department of Business Administration,
National Taipei University

Yung-Cheng Chen

Ph.D. Candidate, Department of Business Administration,
National Taipei University
Lecturer, Department of Business Administration,
China University of Science and Technology

摘要

腦力激盪法是近年來對創造力或問題解決等有所助益之方式。本研究的目的在於應用腦力激盪法及層級分析法以尋求設立觀光賭場所須考慮的因素。藉由學者、業者及民間企業負責人，來瞭解有關腦力激盪法在設立賭場考慮因素之思考方向。依照前述方法將所得結果，輔以層級分析法再次篩檢出更具說服力之因素。研究發現，增加就業機會、減少人口外移、改變價值觀，是設立觀光賭場主要的考慮因素，相較於離島建設條例，應可採取較開放之原則。本研究結果可提供政府與投資者在設立賭場時之參考。

關鍵字：腦力激盪法、觀光賭場、離島建設條例、層級分析法

ABSTRACT

Brainstorming is a way to help with enhancing creativity or problem-solving ability in recent years. The purpose of this study is to apply the brainstorming method and the hierarchical analysis method to seek the factors of setting up a casino. Through the help of scholars, practitioners, and the heads of private companies, we can fathom out the direction of the method while setting up casinos. According to the aforementioned method, the obtained results are supplemented by the hierarchical analysis method to detect more convincing factors. The study found that the factors, such as increasing job opportunities, reducing the emigration rate, and changing value systems, are the main considerations for setting up a casino. Compared with the Offshore Islands Development Act, the authority should actively open the door for it. The results of this study can be provided as a reference for the government and the investors while setting up a casino.wed mediating effect. (3) Trust and shared value had positive effects on raw material suppliers’ loyalty.

Keywords:  Brainstorming, Casino, Offshore Islands Development Act, AHP

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一種不易失敗的組織行銷模式－組織結構化銷售管控系統之建立與實施

AN EASY-TO-SUCCESS BUSINESS MARKETING SELLING MODEL - THE DESIGN AND IMPLEMENTATION OF
A STRUCTURE SELLING CONTROL SYSTEM

樊祖燁

致理科技大學商務科技管理系教授

Tsu-Yeh Fan

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

摘要

本研究係將某家國際企業的銷售訓練教材改編為組織結構化銷售管控系統，再分別在兩個台灣中小企業以產學合作案的方式進行實證研究。研究方法為將這兩家台灣中小企業的銷售控制系統加以整理與分類，再結合改編的組織行銷模式與相關之學說理論，實施於公司之銷售人員，最後建立了一個組織行銷結構化銷售管控系統。本研究並於105學年度與106學年度邀請其中一家實施企業的高階主管至北部某科大進行行銷課程之協同教學，並撰寫了一個完整的教案。本研究除了統整上述的研究內容外，並以一個實際之台灣中小企業對某銀行之銷售成功個案為例，加以說明如何進行此結構化銷售管控系統。本研究希望能夠藉由本系統之推廣，提升國內企業進行組織行銷之成功率。

關鍵字：中小企業、組織採購、組織行銷、結構化銷售

ABSTRACT

This research modified an international company’s sales training materials into an organizational buying selling control system, and then conducted empirical research in two Taiwan SMEs. The research method is to sort the sales control system of these two companies, and then combined the modified business buy marketing model and related theories to implement on the company’s sales staff. Finally, a structured selling system was built for business buy. This study also invited a senior executive from one of the companies to a technology university of northern Taiwan to conduct collaborative teaching of the marketing courses in the 105 and 106 academic years, and wrote a course materials. In addition the above research content, this study uses an actual case of a Taiwan SME’s successful selling story to explain how to implement the structured selling system. This study hopes the structured selling system can improve the success rate of SMEs companies in organizational marketing.

Keywords: SMEs, Business Buy, Organizational Marketing, Structured Selling

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