2007年中華商管科技學會年會暨學術研討會-商業及管理科技領域創新發展趨勢
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中華商管科技學會年會暨學術研討會為本學會之年度會議，使商業及管理相關領域之產業界與學術界專家能齊聚一堂，互相交流成果與心得，以加強學術交流及促進產學合作，並期能提升我國產業生產力，促進我國競爭力。
本年會之會議主題定為「商業及管理科技領域創新發展」，主要是希望藉由此次年會，得以彙集產業界與學術界之實務心得與研究成果，並探討先進技術理念落實應用之情況，就我國產業現況與經營環境，進行觀摩研討，以促進國內企業之產業升級，加強企業全球化經營策略之能力，進而確保並提昇國內企業在國際上的競爭力。
感謝南台科技大學管理學院及企業管理系共同主辦本年會暨學術研討會，本年度投稿踴躍，投稿論文篇數共有142篇，經審查後分3個時段15個場次發表。報名參與學者超過40所學校的200位教授與研究生，預計評選15篇最佳論文，直接進入本學會出版的「商管科技季?」的審查程序。再次感謝所有參與此次學術研討會之產、學各界菁英，相信這些優良論著對商業及管理領域之研究與應用必有卓越貢獻與深遠的影響。
2008年中華商管科技學會年會暨學術研討會將由本會與嶺東科技大學共同主辦，並由嶺東科技大學企業管理系承辦，屆時歡迎舊雨新知共襄勝舉。
中華商管科技學會理事長
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謹識
2007年10月24日
探討台灣製造業組織學習對於動態能力之影響---兼論知識特性之調節效果
The Influence of Organizational Learning on Dynamic Capability in Taiwan Manufacturing Firms：
Moderated by Knowledge Characteristics
黃庭鍾
國立東華大學企業管理學系
蔡裕源
國立東華大學企業管理學系
王祥彥
國立東華大學企業管理學系
Tin-Chung, Huang
Department of Business Administration, National Dong Hwa University
Yuh-Yuan, Tsai
Department of Business Administration, National Dong Hwa University
Shiang-Yen, Wang
Department of Business Administration, National Dong Hwa University
摘要
組織在適應環境改變過程中，獲得或發展組織能力的重要指標與組織是否能學習新知識有關，組織應努力將組織內個人所擁有的知識轉化為組織知識，以開創與盡用的概念，將組織內外部知識經由發現、搜尋、精?與修改，並持續的學習、分享及再利用，使組織能適應環境並提升能力。因此，本研究欲探討企業在動盪的環境中，是如何透過組織學習與動態能力來發展出獨特的競爭優勢，以及不同的知識特性所帶來的調節效果。本研究透過統計分析的實證結果發現：1. 組織學習會正面影響動態能力；2. 在動態能力與競爭優勢方面，競爭優勢會受到動態能力的影響，僅效率不受到動態能力之組織能力所影響；3. 組織學習確實對於競爭優勢會有顯著影響；4. 知識特性的外顯化程度對於組織學習與動態能力關係存在著調節效果。因此，在企業轉型或升級的過程中，應積極找尋本身利基點更進一步提高效率，唯有如此，企業才能長盛不衰。
關鍵詞：組織學習、動態能力、競爭優勢、知識特性
ABSTRACT
In the case of the interior and exterior environmental transition, enterprises must adapt to the changing environmental conditions. Organizations must discover, search, refine, modify, share and reuse interior and exterior knowledge to make them more adaptable to environments as well as improve their capabilities by means of those concepts of exploration and exploitation. Therefore, the purpose of this study is to discuss how organizations utilize organizational learning (OL) and dynamic capabilities (DC) to develop the unique competitive advantage (CA) as well as to examine the moderating effects of knowledge characteristics (KC) between OL and DC. The result of this study indicates that： (1) OL has significant positive effects on DC. (2) DC has significant influences on CA, but DC only have no significant effect on efficiency. (3) The effects of OL are significant to CA. (4) Explicit knowledge has moderate effects between OL and DC. This research suggests that organizations should to engage in innovating, flexibility, and improve efficiency in order to ensure the sustained development.
Keywords: organizational learning (OL), dynamic capability (DC), competitive advantages (CA), knowledge characteristics (KC)
A Study of Labor Supply Decision of Middle-Up Aged Employees in Taiwan
蘇恩德
國立高雄第一科技大學風險管理與保險系助理教授
周賢榮
國立高雄第一科技大學金融營運系教授
鄭文英
國立屏東科技大學企業管理系副教授
李勝榮
國立高雄第一科技大學管研所博士候選人
Ender Su
Department of Insurance and Risk Management,
National Kaohsiung First University of Science and Technology
Shyan-Rong Chou
Department of Finance,
National Kaohsiung First University of Science and Technology
Wen-Ying Cheng
Department of Business Administration,
National Ping-Tong University of Science and Technology
Sheng-Jung Li
Department of Insurance and Risk Management,
National Kaohsiung First University of Science and Technology
摘要
本文以台灣地區中高齡勞動力作為研究對象，參考Heyma (2004) 之動態規劃分析模型，以檢測台灣中高齡勞動力於不同勞動供給決策(含就業中、退休、喪失工作能力及失業等)下之影響因素。實證結果顯示：年資變數於各種勞動供給決策中皆達顯著，且對就業呈現正向影響，而對退休、喪失工作能力及失業呈現負向影響。另外，於就業勞動供給決策上之顯著影響因素為性別及就業公司員工數；於退休勞動供給決策上之顯著影響因素為所得、居住地區、就業公司員工數、子女數及年齡；於傷病情況之顯著影響因素為居住地區、教育年數及子女數；於失業情況之顯著影響因素為工作時數、居住地區及教育年數。
關鍵字：中高齡員工、勞動供給決策、動態規劃
ABSTRACT
The purpose of this study is to analysis labor supply decision of middle-up aged employees in Taiwan. We modify the structural dynamic programing analysis of Heyma (2004) and apply it to analysis labor supply decision of works employed in Taiwan. Our labor supply decision includes employment, retirement, disability, and unemployment. Through the testing of our samples, the conclusions are： 1. Seniority is a significant impact factor of each labor supply decision. And it provides positive impact to the employment, provides negative impact to the retirement, disability, and unemployment. 2. There exists significant impact of the employment among the sex and corporation scale. 3. There exists significant impact of the retirement among the income, place, corporation scale, number of child, and age. 4. There exists significant impact of the disability among the place, education, and number of child. 5. There exists significant impact of the unemployment among the labor hour, place and education.
Keywords: Middle-Up Aged Employees, Labor Supply Decision, Dynamic Programming
The Study of the Influence of Auction Bidders’ Personality Traits
in Bidding Intention on Online Auction
陳建霖
南台科技大學行銷與流通管理系所碩士
黃仲正
南台科技大學行銷與流通管理系所副教授
Chien-Lin Chen
Department of Marketing and Logistics Management,
Southern Taiwan University
Jimmy Chung-Cheng Huang
Department of Marketing and Logistics Management,
Southern Taiwan University
摘要
本研究針對國內拍賣網站中的買方人格特質、個人信任傾向、信任、知覺風險以及競標意願等相關議題做進一步的探討。本研究採用的統計方法包括敘述性統計分析、信度效度分析、結構方程模式。
研究結果顯示：（一）網路拍賣中買方人格特質對其個人信任傾向產生影響。其中，和善性、外向性與買方個人信任傾向呈正向影響，神經質則為負向影響。（二）當買方個人信任傾向越高時，對於網路拍賣的賣方信任程度越高，並可降低買方在競標時的知覺風險。（三）網路拍賣買方在競標意願過程，同時會受到低度的知覺風險與高度的信任所影響。
關鍵字：網路拍賣、人格特質、信任、知覺風險、競標意願
ABSTRACT
This research attempts to discuss the personality traits of bidders, a tendency to personal trust, trust, perceived risk, and bidding intention. Hypotheses are analyzed via statistical techniques including： statement of statistics analysis, reliability and validity analysis, Structural Equation Modeling.
The result of the study has shown that： (1) The personality traits of online auction of bidders makes a great impact on personal trust. However, Agreeableness, Extraversion and a tendency to personal trust are tending to positive affection. Neuroticism is tending to negative affection. (2) As long as the higher the bidder’s tendency to personal trust and the level of seller’s trust, the lower the perceived risk of bidder’s bid. (3) The bidders’ bidding process intention has a great influence on lowly perceived risk and highly trust.
Keywords: online auction, personality traits, trust, perceived risk, bidding intention
The relationship between information quality and cost of equity capital
陳瑞斌
國立彰化師範大學會計學系
張嘉祐
私立中原大學會計學系
呂國禎
私立靜宜大學會計學系
Jui-Pin Chen
National Changhua University of Education, Department of Accounting
Jia-You Chang
Chung Yuan Christian University, Department of Accounting
Kuo-Chen Lu
Providence University, Department of Accounting
摘要
本研究之目的在探討資訊品質與權益資金成本之間的關係，以瞭解當企業提升資訊的品質後，是否能獲得降低權益資金成本的效益。本研究以2002年、2004及2005年為研究期間，並以261個製造業公司為實證測試樣本，利用多元迴歸分析檢定資訊品質與權益資金成本之間的關係。實證結果發現當公司的揭露品質提高時，公司的權益資金成本會降低。此外，本研究也發現盈餘品質的高低並不會影響權益資金成本。
關鍵詞：資訊品質、權益資金成本、揭露品質、盈餘品質
ABSTRACT
The major purpose of this study was to investigate the relationship between information quality and cost of equity capital to understand if a firm can reduce cost of equity capital by increasing information quality.
Empirical results show that when a firm increases disclosure quality, it gains lower cost of equity capital. In additions, we don’t find earnings quality can influence cost of equity capital.
Keywords: Information quality, cost of equity capital, disclosure quality, earnings quality
Impacts of Corporate Governance On Cost Efficiency In Financial Holding and Commercial Banks
邱永和
東吳大學經濟學系
徐孝義
東吳大學經濟學系
陳玉涓
致理技術學院財務金融系
Yung-Ho Chiu
Department of Economics, Soochow University
Hsiao-I Hsu
Department of Economics, Soochow University
Yu-Chuan Chen
Department of Finance, Chihlee Institute of Technology
摘 要
自從國際知名公司發生嚴重管理事件後，公司治理的觀念因而興起。本文應用Andersen and Petersen(1993) 超效率(super efficiency )DEA 模型評估台灣地區商業銀行的生產效率。發現金控之下的銀行與傳統商業銀行，二種銀行的效率水準具有顯著的差異性。進而利用縱橫資料?歸的方式尋找影響效率水準的公司治理變數。
實證結果，台灣各類銀行的生產效率，皆受到董監持股、獨立董事席次及董監質押率等3個公司治理變數的負面影響。其中，總體銀行的生產效率另外受到席次股份偏離率的負面影響；而金控銀行，則另外受到席次股份偏離率的負面影響以及超額持股率的正面影響。最後，公司治理影響金控與傳統銀行效率的相異處有兩個：1超額持股率對金控公司效率有正面影響，對傳統銀行則不顯著。2.經理人持股率雖然對金控與傳統銀行效率的影響性不顯著，但經理人持股增加可以提升傳統銀行的效率；卻會降低金控銀行的效率。
關鍵詞：DEA、超效率、公司治理、金融控股公司、銀行
ABSTRACT
A large number of serious accounting scandals usually give rise to corporate governance topics. The present study uses the Andersen and Petersen (1993) super efficient ‘DEA model’ to evaluate the production efficiency of commercial banks in Taiwan. We find the subsidiary banks of financial holding companies more efficient than traditional commercial banks. Furthermore, we use the panel data regression model to find out which variable causes production inefficiency within cooperate governance.
The empirical result shows that the production efficiency scores of both financial holding and traditional commercial banks are dramatically affected by shares held by board of directors, independent outside directors, and supervisors with collaterals, playing an important part in determining the rights of voting. Meanwhile, corporate governance has two different effects on the financial holding and traditional commercial banks. First, an excessive shareholding control has a positive impact on the corporate efficiency of financial holding banks, while it has no apparent impact on the traditional commercial banks. Second, although the managers’ shareholding ratio little affects banks’ efficiency, an increase in managers’ shareholding ratio can undoubtedly boost the efficiency of traditional banks and decline that of holding banks.
Keywords: DEA, super efficiency, corporation governance, bank
Innovation Capability and Knowledge Spillover： A Comparative Study of Taiwan and South Korea Chun-Yao Tseng and Ming-Cheng Hung
曾俊堯
東海大學 企業管理學系
洪敏晟
國立勤益科技大學 工業工程與管理學系
ABSTRACT
Effective management of knowledge and innovation thus has become a key to technology progress and economic development in emerging economy. Taiwan and South Korea are two new industrial countries that have varied economic histories and strategies for stimulating economic growth. This study investigates three main issues related to innovation capability and knowledge diffusion in Taiwan and South Korea. First, this study evaluates various different indicators of innovation capability, as well as comparison in innovation capability between Taiwan and South Korea. Secondly, this study demonstrates the relative innovation strengths in different technological fields for those two countries. Finally, this study investigates the sources of knowledge for innovation in Taiwan and South Korea; moreover, this study manifests the difference of knowledge diffusion between Taiwan and South Korea.
Keywords: innovation capability; knowledge diffusion; patent; citation.
Mentoroing Functions and Outcomes
陳建龍
高雄餐旅學院烘焙管理系
許碧芬
雲林科技大學企業管理系
陳琬瑜
環球技術學院企業管理系
Chien-Lung Chen
Department of Baking Technology and Management,
National Kaohsiung Hospitality College, Taiwan
Bi-Fen Hsu
Department of Business Administration
National Yunlin University of Science and Technology
Wan-Yu Chen
Department of Business Administration,
Transworld Institute of Technology
摘要
本研究主要擴展師徒功能理論的適用性，加入華人社會獨特性之準家庭功能構面。並以問卷調查台灣地區43家國際觀光飯店員工，探討師徒功能（職涯功能、心理社會功能角色模範與準家庭功能）對於組織結果變項（工作滿意度與離職傾向）的影響。經由回收的201份有效問卷資料分析結果發現：所有的師徒功能構面對工作滿意度與離職傾向（心理社會功能除外）。此外，也顯示準家庭功能對工作滿意度與離職傾向的獨特解釋力。研究結果也驗證了不同的師徒關係階段對師徒功能（角色模範與準家庭功能）與工作滿意度間關係的干擾作用。研究並針對未來研究與實務意涵進行討論。
關鍵字：師徒功能、工作滿意度、離職傾向、準家庭功能、師徒關係階段
ABSTRACT
To extend the applicaion of mentoring functions,we increase quasi-family function construct to the model and investigate the association between mentoring functions（career, psychosocial, role modelling,and quasi-family function）as well as two job outcomes（job satisfaction and turnover Intentions）.The sample of the study was drawn from 201 usable questionnaires from 43 international tourist hotels in Taiwan. Results from data analyses indicate that ：All of the mentoring functions were associated with increased job satisfaction and decreased turnover intentions（except psychosocial fncction）.In addition, the results also show the explanatory power of quasi-family function on job satisfaction and turnover intentions.There was also support for mentoring phase as a moderator of the relationship between mentoring functions（role modelling,and quasi-family function）and job satisfaction.Implications for furture research and Practice are disscussed.
Keywords: Mentoring Function；Job Satisfaction；Turnover Intentions；Quasi-Family Function；Mentoring Phase
購買回饋和非回饋效應對市場佔有率影響力大小之研究─ 植基於一階馬可夫品牌轉換模型
The Impact of Purchase Feedback and Nonfeedback Effects on Market Share
─ Based on the First Order Markov Brand Switching Model
曹修源
德明財經科技大學資管系
林珮珺
國立成功大學交通管理科學系
林豪鏘
國立台南藝術大學資訊中心
Hsiu-Yuan Tsao
Department of Management Information System,
Takming University of Science and Technology
Pei-Chun Lin
Department of Transportation & Communication Management Science,
National Cheng Kung University
Koong H.-C. Lin
Computer Center,Tainan National University of the Arts
摘要
本研究是應用一階馬可夫品牌轉換模型檢驗購買反饋和非反饋效應對市場佔有率影響力大小之研究。本研究植基於一階馬可夫品牌轉換模型，根據消費者指數研究(Consumer Panel)的市場佔有率及忠誠度(購買回饋歷)之歷史性資料，應用最小平方法估計非回饋效應，再以敏感對分析檢驗購買反饋和非反饋效應對市場佔有率影響力大小。實證資料是由TNS （Taylor Nelson Sofres）Global Taiwan 在2005年提供之三種快速流動消費性商品 (FMGC - Fast Moving Consumer Goods)：成人奶粉、洗髮精和洗衣粉之消費者指數研究之資料。預期研究的結果將顯示，針對三種類型的產品，非反饋效應對市場佔有率的影響超過反饋效應。也就是，對成人奶粉、洗髮精和洗衣粉的消費者而言，他們很容易受到諸如廣告和價格等促銷活動等非回饋效應的影響，而由於購買某一特定品牌的經驗而得來的購買反饋效應(滿意度和忠誠度)的影響力反，則不如非反饋效應。此預期之結果與本模型及估計之方法，提供另一種途徑研究忠誠度計劃與促銷活動預算分配問題與可能性。
關鍵詞：一階馬可夫品牌轉換模型、 購買回饋效應、 非回饋效應、消費者指數研究
ABSTRACT
This study applies the first order Markov process to examine the relative impact of the purchase feedback and nonfeedback effects on market share. Based on the first order Markov brand switching model, this study applies the least square method to estimate the nonfeedback effect based on historical consumer panel data for market share and loyalty. Applying this approach to data from the consumer panel in the product category of adult milk powder provided by TNS Global Taiwan in 2005, reveals that the influence of the nonfeedback effect on market share exceeds that of the purchase feedback.
Keywords: Markov brand switching, Purchase feedback effect, Nonfeedback effect, Consumer Panel
補償選擇自由之有無及補償方式、國民性格和性別對服務失誤補救滿意度與忠誠度的影響
The Effects of Having Compensation of Free Choice or Not ,Compensation Methods, Customers’ National Character and Gender on Satisfaction and Loyalty toward Service Failure Recovery
萬金生
高雄餐旅學院通識中心
呂金河
南台科技大學企管系
呂錦珍
台南高級商業職校觀光科
Chin-Sheng Wan
General education center, Kaohsiung Hospitality College
Chin-Ho Leu
Business Administration, Southern Taiwan University
Jin-Zen Lu
Department of Tourism
National Tainan Commercial Vocational Senior High School
摘要
本研究主要目的檢驗當面對服務失誤時，提供顧客對補償方案的選擇自由對顧客滿意度與忠誠度的影響。採取腳本實驗法，實驗設計採取2(選擇自由：有 對 無)´2(補償的類別：折扣 對 折價券)受試者間設計，檢驗有無選擇自由與補償類別對於顧客滿意度與忠誠度的交互作用。並針對受試者國民性格與性別的差異，比較不同國民性格的顧客與男性、女性對「服務失誤嚴重的認知」、「補償的滿意度」與「顧客忠誠度」的差異性。實驗結果發現給與顧客補償方案的有選擇自由時相對於補償方案的沒有選擇自由，顧客會有較高的滿意度，也有較高的忠誠度。同樣，給與顧客現金折扣方案時相對於折價券，顧客會有較高的滿意度，也有較高的忠誠度。但是，不同國民性格的顧客，對「服務失誤嚴重的認知」、「補償的滿意度」與「顧客忠誠度」沒有顯著不同，研究假設不成立；不同性別的顧客，對「服務失誤嚴重的認知」沒有顯著不同，但是，「補償的滿意度」與「顧客忠誠度」會因性別而有顯著的不同。
關鍵詞：服務失誤補救、滿意度、忠誠度、選擇自由、現金折扣、折價券
ABSTRACT
The purposes of this research were to examine the effects of service failure recovery .Target effects were manipulated two factors between-subjects 2 (free choice： yes vs. no) ´ 2 (compensation categories： discount vs. coupon) and participants were randomly assigned to each of the effect manipulation conditions. This experiment was conducted to examine the interaction between compensation method and free choice on the customer satisfaction and loyalty. In addiction, this experiment compared the difference of the cognition of service failure, customer satisfaction, and customer loyalty between different national character and gender difference. The results indicated the impact of compensation methods was contingent upon free choice. Specifically, the customer satisfaction and loyalty under “discount” was significantly greater than “coupon”，and the customer satisfaction and loyalty under “free choice” condition was also significantly greater than “no choice” condition. Moreover, there are no difference of the cognition of service failure, customer satisfaction and loyalty between individualists and collectivists, and the customer satisfaction and loyalty of female were significantly greater than male.
Keywords：service failure recovery, satisfaction, customer loyalty, free choice, discount, coupon
INTERORGANIZATIONAL LEARNING, LEARNING KNOWLEDGE AND VALUE CREATION
蔡雅芳
中山醫學大學醫療產業科技管理學系助理教授
胡哲生
雲林科技大學企業管理學系教授
楊仁壽
雲林科技大學企業管理學系教授
Yafang Tsai
Department of Health Services Administration
Chung Shan Medical University
Jer-San Hu
Department of Business Administration, Professor
National Yunlin University of Science and Technology
Jen-Shou Yang
Department of Business Administration, Professor
National Yunlin University of Science and Technology
摘要
在知識基礎的經營時代，知識是企業的資本與核心競能的來源之一，知識的培養與獲得有助於企業創新能力提升。企業運用跨組織學習，進行組織間的知識交流、整合與價值創造，是面對市場競爭挑戰的重要因應方法之一。本研究以台灣自行車產業為例，探討事業網絡內的跨組織學習、學習知識與價值創造。發現：1.企業從事的跨組織學習活動包含：經驗資訊的交流與分享、既有技術移轉、經營理念和經營哲學交流、與專業知識交流與創意激發。2.企業經由跨組織學習可以獲得「管理知識」與「技能知識」而管理知識與技能知識包含：既有知識/改善知識、基礎知識/應用知識、與價值性知識/支援性知識。3.企業經由跨組織學習可以創造消費者價值與經營者價值。4.跨組織學習成員創造的「消費者價值」，是來自產品設計、產品品質與產品形象提升之利得價值；或等待產品上市之等候期間縮短之成本降低價值。5.跨組織學習成員創造的「經營者價值」，是來自產品設計、產品品質與產品形象提升之利得價值；或來自學習社群規模、合作夥伴效率提升之成本降低價值。
關鍵字：跨組織學習、組織學習、知識管理、價值創造、知識分享
ABSTRACT
In the era of knowledge-based business management, knowledge is an entrepreneurial capital and one of the sources of core competencies. The cultivation and acquisition of knowledge is beneficial to the improvement of a company’s innovative capability. Companies make use of the business network to carry out an overall knowledge exchange, integration and value innovation. Learning how to manage from members of the cooperation network is a company’s fastest and efficient necessary method to develop its overall competitiveness. Thus, companies must learn not just internally through its organization but must necessarily promote inter-organizational learning and knowledge management, through which it expands the organization’s competencies and maintains competitive edge in the industry. This study takes Taiwan bicycle industry as target of study and probes into inter-organizational learning, learning knowledge, and value creation. The results show as follows： 1. The inter- organizational learning activities what enterprises are engaged include the exchange and sharing of experience information, transfer technology, exchange of management ideas and philosophy, and exchange of professional knowledge and originality inspiration. 2. Enterprises can obtain management knowledge and skill knowledge including already-having /improving knowledge, fundamental/applied knowledge, valuable/ supportable knowledge via inter-organizational learning. 3. Enterprises can create customer’s and manager’s value via inter- organizational learning. 4. The customer’s value what the members of inter-organizational learning created is came from the earned value of design, quality and image rising of products, or the cost-down value when shorten the waiting for the products to go to the market. 5. The manager’s value what the members of inter-organizational learning created is came from the earned value of design, quality and image rising of products, or the cost-down value from the scale of learning group and efficiency rising of partners.
Keywords: interorganizational learning, organizational learning, knowledge management, value creation, knowledge share
多向度幽默感對自尊、工作倦怠與工作滿足之影響 -- 以第一線服務人員為例
The Effects of Multidimensional Sense of Humor on Self-esteem, Burnout, and Job Satisfaction- An Example of Frontline Workers
林耀南
龍華科技大學企業管理系助理教授
楊婉如
龍華科技大學商學與管理研究所碩士生
胡慶?
龍華科技大學商學與管理研究所碩士生
Yaonan Lin
Department of Business Administration,
Lunghwa University of Science and Technology
Wan-Ju Yang
Graduate School of Business & Management,
Lunghwa University Of Science and Technology
Ching-Kuen Hu
Graduate School of Business & Management,
Lunghwa University Of Science and Technology
摘要
本研究之目的在於瞭解第一線服務人員之多向度幽默感(幽默理解、幽默創造、社交幽默、幽默因應、幽默態度與笑的傾向)對於其自尊、工作倦怠與工作滿足之影響。本研究採便利取樣，對於從事第一線服務人員之工作者進行問卷調查，有效回收182份。首先確認並修訂之驗證多向度幽默感架構與題項，在信度方面，整體內部一致性為.93，各分構面皆介於.70~.89之間，驗證結果並顯示多向度幽默感有良好的建構效度。本研究再根據此多向度幽默感之架構，進行分析。本研究主要發現如下：(1)第一線服務人員幽默感中「幽默理解」與「幽默因應」越高，則自尊表現越高，其他幽默感向度並無顯著影響；(2)第一線服務人員「幽默理解」與「幽默因應」越高，則工作倦怠越低，有負向關聯；(3)當第一線服務人員個人「幽默因應」與「幽默態度」越高時，其在工作上的滿足越高。最後，本研究發現「幽默因應」乃是影響第一線服務人員工作反應之最重要因素。
關鍵字：第一線服務人員、幽默感、自尊、工作倦怠、工作滿足
ABSTRACT
The purpose of this study is to find how frontline workers’ multidimensional sense of humor influences their self-esteem, burnout, and job satisfaction. Multidimensional sense of humor consists of the following six dimensions： appreciation humor, creative humor, public relations humor, coping humor, manner humor, and smiles tendency. The study confirms the development of the “Multidimensional Sense of Humor” scale designed to measure frontline workers’ individual difference in the sense of humor. The valid sample is 182. The Cronbach's α of the scale is .93, and subscale is around .70 to .89. The results also showed the scale has stable construct validity. The results also found that frontline workers with higher appreciation humor and coping humor have higher self-esteem and lower burnouts. Furthermore, frontline workers with higher appreciation humor and manner humor have higher job satisfaction. According to the above results, we find appreciation humor is the key factor in frontline workers’ working attitudes.
Keywords: Frontline worker, humor, self-esteem, burnout, job satisfaction
The Ranking of Financial Performance -- an application of data envelopment analysis method with compromise weights
洪僖黛 李佳生
正修科技大學工業工程與管理系
Hsi-Tai Hung Chia-Sheng Li
Department of Industrial Engineering and Management, Cheng Shiu University
摘要
財務績效為企業歷年管理營運的總合表現，藉由財務報表分析，可評估企業過去及目前之財務狀況與經營成果，以及對企業的未來作預測，而股東及債權人並可藉此做為投資及授信的決策。天下雜誌為國內具有極高公信力之雜誌，該雜誌連續二十多年持續調查並公佈台灣各類產業之營運概況。天下雜誌自2001年開始公佈最佳營運績效50強之企業排名，其排名主要是以企業之營業收入、稅後純益，以及股東權益報酬率等三類財務指標做為排名之依據，以顯示在競爭激烈的市場中，最可能崛起的明日之星；然而此項排名所採用之方法有若干缺失，而使排名結果失去代表性。
針對天下雜誌排名方法之缺失，本研究在資料包絡分析法的概念下，利用妥協權重(compromise weights)構建企業的財務績效指標，讓全體企業能在相同的基礎下進行財務績效的評估與比較，使評比的結果具有代表性與說服力。為了有效區分企業財務績效的高低，應用資料包絡分析法之AR模式與MAD、MSE、MAX妥協權重模式進行整體財務績效的比較與排序。由於針對各項財務指標與投入因子的權重設定選擇範圍，應用資料包絡分析法之排名結果與天下雜誌所公佈的排名順序有很大的差異。依據不同妥協權重模式的排名結果可看出，MAX模式具有個別目標值與最大績效值之最小差異，以及最少排名第一之企業個數等二項結果，因此MAX模式是比較適合用來評比企業財務績效之妥協權重模式。
關鍵詞：財務績效、資料包絡分析法、妥協權重
ABSTRACT
Financial performance represents the achievements of a firm’s business activities in past years. Based upon the analysis of financial reports, the managers, the stockholders, and the loaners can understand the financial situations and operation results. Common Wealth is a very famous magazine in Taiwan. It investigates and reports the annual financial performances of different industries in recent twenty years. Since 2001, this magazine began to report top 50 companies with better performances in sales, net income after tax, and returns on equity etc. However, the result lacks representation because the ranking method is unfair for all firms. Moreover, it does not take into account the effect of a firm’s scale.
For improving the shortcomings, this study applies traditional data envelopment analysis models (AR model) and compromise weight models (MAD, MSE, and MAX models) to construct composite financial performance indices for the firms being compared. Since the weights of the factors are restricted by different constraints, the results are significantly different to the report made by Common Wealth. Nevertheless, the ranking will be more representative and more acceptable for all firms. According to the results from those compromise weight models, the Max model has the smallest difference between the individual performance value and the largest performance value, and fewer firms that are ranked as number 1. Hence, the Max model is more adequate for ranking the firms in this study.
Keywords: financial performance, data envelopment analysis, compromise weight
資本資產定價模型在台灣股票市場的實證研究：以 2005.7-2006.6 台灣50為例
An Empirical Study Of CAPM In Taiwan Stock Market：
A Case Study of Portfolio Compositions In The Taiwan Top 50 From July Of 2005 To June Of 2006
周賢榮
國立高雄第一科技大學金融營運系
李臻勳
國立高雄第一科技大學管理學院博士班(金融領域)
Xian- Rong Zhou
Department of Financial Operations,
National Kaohsiung First University of Science and Technology
Chen-Hsun Lee
Ph.D. Program, Institute of Management,
National Kaohsiung First University of Science and Technology
摘要
文章研究從2005年7月至2006年6月，台灣股票市場投資組合風險分散效果。首先，從台灣股票市場的歷史資料，本文使用資本資產定價模型(CAPM)，對台灣證券市場的行為進行了研究。抽樣以台灣50為樣本股票投資組合，依所佔台灣加權股價之權重，依序從權重最大的台積電到第25名的日月光，並將個股及投資組合的變異數分解為系統風險和非系統風險，並研究不同個數從1到25支股票的投資組合報酬率、風險(變異數)以及不同投資組合非系統風險(殘差的平方項)的分散效果。由研究結果可知，如果以台灣50為投資標的，前5名之R2 為0.7708，而前10名之R2 為0.7895。因此，選擇前5名到前10名的股票組合，為分散臺灣股市非系統風險之最佳投資組合家數。
關鍵字：風險、組合、資本資產定價模型、台灣50、非系統風險
ABSTRACT
This paper studies the effect of risk diversification of the variant portfolios in the Taiwan stock market from July of 2005 to June of 2006. Firstly, we use CAPM to study behaviors of Taiwan stock market from the historical data of Taiwan stock market. The experimental samples cover the Taiwan Top 50 Portfolio Composition; from TSMC (Taiwan Semiconductor Manufacturing Co.), the biggest market value of Taiwan Top 50 Portfolio Composition, to ASE (Advanced Semiconductor Engineering, Inc.), the 25th of Taiwan Top 50. Then, we decompose the total risk into systematic risk and unsystematic risk, and study the return of variant portfolios, risk of investment and the effects of diversification of risk from 1 to 25 different investment combinations. From research results, the R2 of Top 5 investment combinations is 0.7708 and the R2 of Top 10 investment combinations is 0.7895. Therefore, the best number range of investment combinations that constitutes a well-diversified portfolio, can reduce the unsystematic risk efficiently, varies from the Top 5 to the Top 10 stocks in the Taiwan Top 50 stock markets.
Keyword: Risk; Portfolio; Capital Asset Pricing Model(CAPM); Taiwan Top 50；Unsystematic Risk
Studies on Solution Methods for the Assignment Problem with Fuzzy Cost
邱清爐、張嘉華、許惠馨
南台科技大學工業管理研究所
Ching-Lu Chiu, Chia-Hua Chang, Huei-Shin Shu
Graduate Institute of Industrial Management, Southern Taiwan University
摘要
在現今高度競爭的環境中，生產成本的降低為企業生存的重要因素。指定人員進行不同作業以尋求生產成本最小化的方法稱為指派問題，其為線性規劃的特例並可利用匈牙利法(Hungarian method)有效求解。由於現實環境中，某些時候各種指派組合的成本因無法精確估計而具有模糊現象，致使傳統的分析方法難以使用。在Bellman與Zadeh提出模糊理論的概念後，許多學者便將線性規劃的問題擴展至模糊環境中，以做更廣泛的應用。但是，在現有模糊線性規劃模式中，許多研究求解得到的目標值為明確數值，以致於喪失了模糊資料的特性；有些模式的求解方法則是過於複雜，因而降低了模式的應用性。本研究則建構出一種具有通常性且易於執行的模糊指派問題之求解方法，以求解企業指派成本最小化的問題。當指派人員執行各項工作的成本為模糊數值時，廠商的總指派成本亦為模糊數值，本研究的構想乃在於利用Yager的模糊數值排序法，先將成本係數的模糊數值轉換為明確數值，之後再利用傳統的匈牙利法進行求解。此種求解方法亦與在模糊決策中經常使用的重心法相互比較，透過其他兩種常用的模糊數值排序法，以分析兩種求解方法的差異。結果顯示，Yager排序法所得到的總指派成本會小於重心法所求解之結果；故Yager排序法的求解程序為此類問題的較佳求解方法。
關鍵詞：模糊集合、指派問題、模糊線性規劃、擴展法則、匈牙利法
ABSTRACT
The reduction of production cost plays an important role for business to survive in the highly competitive market. Assigning workers for different tasks to achieve the minimal production cost is called the assignment problem, which is a special type of linear programming problem and can be solved by the Hungarian method effectively. In the real-life applications, sometimes the cost coefficients in the model are inherently fuzzy due to lack of historical data, making the classical analysis technique not applicable. Since Bellman and Zadeh proposed the concept of fuzzy set theory in 1970, many scholars have devised fuzzy linear programming models and the associated solution methods for wider applications. However, most of the existing studies on fuzzy linear programming problems only provide crisp solutions and some models are too complicated which are not suitable for the decision maker to use. In this research we develop a generalized method to construct the fuzzy assignment problem model to find the optimal total assignment cost for the firm. When the cost coefficients are fuzzy, the total assignment cost will be fuzzy as well. The Yager’s ranking method is utilized to transform the fuzzy cost coefficients into crisp value, then the firm’s optimal policy can be determined via the classical Hungarian method. This method is compared with the centroid method which is used in many fuzzy decision-making problems. Two other ranking methods of different types will be used to find the difference of the two methods. The result shows that the total assignment cost of the Yager’s ranking method is smaller than the centroid method. So the solving procedure of the Yager’s ranking method is more suitable for this type of problem.
Keywords：fuzzy sets, assignment problem, fuzzy linear programming, extension principle, Hungarian method
以知覺公平觀點探討服務補救對顧客關係之影響─歸因理論的調節效果
The Impact of Service Recovery on Customer Relationships from the Perspectives of Perceived Justice： The Moderating Effect of Attribution Theory
賴其勛
國立雲林科技大學企業管理系
徐淑薇
國立雲林科技大學企業管理系
詹雅竹
國立雲林科技大學企業管理系
楊善富
國立雲林科技大學企業管理系
Chi-shiun Lai
Department of Business Administration,
National Yunlin University of Science and Technology
Shu-wei Hsu
Department of Business Administration,
National Yunlin University of Science and Technology
Ya-chu Chan
Department of Business Administration,
National Yunlin University of Science and Technology
Shan-fu Yang
Department of Business Administration,
National Yunlin University of Science and Technology
摘要
本文以網路購物/電子商務為研究產業背景，探討服務失誤歸因、服務補救屬性、知覺公平與服務補救滿意度之關係。結果發現：(1)服務補救措施中，補償對分配公平、補救回應速度對程序公平、道歉對互動公平均具正向影響；(2)知覺公平三構面對服務補救滿意度皆有正向影響，又以分配公平的影響最大；(3)服務失誤歸因中，穩定性與分配公平呈正相關，歸屬與速度之交互作用與程序公平呈負相關、歸屬與道歉的交互作用與互動公平呈負相關，可控制性與道歉之交互作用與互動公平呈正相關；(4)服務補救滿意度與信任呈正相關，信任與承諾呈正相關，但服務補救滿意度與承諾之相關性並不顯著，可能是承諾牽涉潛在的責難與犧牲。
關鍵字：歸因、服務補救、知覺公平、顧客關係
ABSTRACT
The study focuses on the e-commerce to explore the relationship between the service failure attribution, service recovery attributions, perceived justice, and service recovery satisfaction. The results are： (1) In service recovery treatments： Compensation positively affects distributive justice. Speed of recovering affects procedural justice positively. Apologies affect interactional justice positively; (2) The three constructs of perceived justice affect the satisfaction of service recovery positively. The effect of distributive justice is the most great; (3) From the service failure attributions： Stability affects the distributive justice positively. The mutual effect of locus speed affects the procedural justice negatively. The interaction effect of locus and apology affects the interactional justice negatively. The interaction effect of controllability and apology affects the interactional justice positively; (4) The satisfaction of service recovery affects trust positively. Trust affects promise positively. But the relationship between service recovery satisfaction and promise is not notable and maybe because promise implies latent difficulties and sacrifices.
Keywords：Attribution Theory, Service Recovery, Perceived Justice, Customer Relationships
研發團隊知識管理能力對組織創新績效之影響─知識轉換機制之干擾效果
The impacts of KM capability of R&D team on organizational innovation performance – moderating effect of knowledge transforming mechanism
李國瑋
南台科技大學企業管理學系助理教授
陳建岐
南台科技大學企業管理研究所研究生
Kuo-Wei Li
Southern Taiwan University Department of Business Administration
Jian-Chi Chen
Southern Taiwan University Department of Business Administration
摘要
本研究的主要目的是探討研發團隊知識管理能力及組織知識轉換機制對組織創新績效之影響。本研究從知識管理觀點，探討研發團隊知識管理能力對於組織創新績效之影響，以了解研發團隊知識管理能力對於企業的創新能力，所扮演的角色與意涵。接著以Nonaka提出SECI的架構為基礎，進一步來探討藉由適當的組織知識轉換機制，能否進一步強化研發團隊知識管理能力與企業創新能力績效之關係。最後以組織文化與團隊特性觀點作為基礎，探討其對研發團隊知識管理能力之影響。透過文獻探討來確認重要變數構面及建立研究架構、提出研究假設。本研究以問卷分析的方法訪問研發團隊經理及員工，抽樣調查對象為台灣製造業、服務業，寄發問卷共400份，回收有效問卷70份，有效回收率17.5%。研究結果顯示，(1) 研發部門知識管理能力對於企業創新能力的提升有正向影響，此意味著知識管理的能力觀點對於企業創新績效的提升將有一定程度助益。(2) 組織的創新績效藉由適當之知識轉換機制，將能進一步對組織創新的成功帶來正向助益。(3) 組織文化對於研發團隊知識管理能力即有一定助益。當組織文化屬於創新開明型文化時，由於組織較鼓勵成員思考、接受新觀念，並給予較多自主與自由，在知識貢獻度仍不易建立前提下，此創新或支持型文化往往能誘使成員產生自發性知識創造、分享與學習的行為，進而提升組織部門內的知識管理能力。
關鍵字：知識管理能力、知識轉換機制、創新績效
ABSTRACT
The purpose of this study is to investigate the relationship between KM capability and organizational innovation performance. The major findings show that KM capability of R&D team has a positive influence on organizational innovation performance, and interaction of organizational knowledge transforming mechanism and KM capability had significant effect on organizational innovation performance. It also reveals that organizational culture is helpful for raising KM capability of R&D team.
Keywords：KM capability, knowledge transforming mechanism, innovation performance
體制壓力、人力資本、創新性人力資源管理與人力資源管理效能關係之研究
The Relationships among Institutional Press, Human Capital, Innovative Human Resource Management and Human Resource Management Effectiveness
余明助
國立台南大學行政管理學系副教授
夏淑雯
國立高雄應用科技大學人力資源發展所碩士
陳仁龍
國立高雄應用科技大學人力資源發展所研究生
Ming-chu Yu
Associate Professor, Department of Administrative Management,
National Tainan University
Shu-Wen Shia
MBA, Department of Human Resources Development,
National Kaohsiung University of Applied Sciences
Ren-Long Chen
Graduate Student, Department of Human Resources Development,
National Kaohsiung University of Applied Sciences
摘 要
本研究利用專家問卷的方式，輔以實證研究，除了驗證其業界發展景況，更進一步探查於創新性人力資源管理陶染下，能否透由人力資本，增進人力資源管理效能的積攢。並針對國內科學園區之高科技廠家，以便利抽樣，回收有效樣本109份，且以SEM、ANOVA進行樣本資料分析。
研究建議組織實應將體制壓力的思惟，鐫刻於人力資源系統決策上頭。即為了回應內外在環境壓力，組織應利用人力資本養成與累積、創新性人力資源管理的運用與推廣，使得他們更為得心應手地回應壓力、取得生存之正當性，促進組織效能的表現。
關鍵詞：體制理論、人力資本、創新性人力資源管理、策略性人力資源管理
ABSTRACT
The purpose of this article is to explore the relationship among the institutional environments, human capital, innovative human resource and human resource management effectiveness. through empirical research, 109 effective samples have been collected from high tech industry. The data was analyzed by factor analysis, canonical analysis, ANOVA and SEM to figure out the relationship of the constructs.
A direct implication of this study is that institutional environment could play an crucial role in firms human capital, innovative human resource practice and human resource management effectiveness.
KeyWords: institutionalism, human capital, innovative human resource management, strategic human resource management.
Applying Survival Analysis to Operation of the Domestic Airline
丁崇德
長榮大學企業管理學系助理教授
陳怡君
長榮大學企業管理學系碩士班研究生
Chung-Te Ting
Assistant Professor, Department of Business Administration,
Chang Jung Christian University
Yi-Chun Chen
Graduate Student, Department of Business Administration,
Chang Jung Christian University
摘要
國內航空運輸需求量於1997年達最高峰，但在1998年以後，國內航空市場景氣逐漸下滑，高成本的運輸客機成為航空業者的沈重負擔，尤其在近年來台灣地區大量推動公路建設和高鐵的啟用，以及全球經濟不景氣的壓力下，對國內航空產業在營運管理上無疑是一大考驗。本研究選取飛行班次、可售座位數、載客人數與主要都市航線等變數，探討國內航線之營運，利用存活分析試圖找出在不同時間點上影響航空產業營運績效之重要因素，以供國內航空業管理者改善缺失與未來營運方針之重要參考方向。
關鍵詞：國內航線、存活分析、Cox迴歸模式
ABSTRACT
The market demand for domestic aviation in Taiwan reached its peak in 1997 but started to slide down all the way after 1998. High-cost passenger aircrafts became a heavy burden for aviation companies, and the increasing construction of highways, the inauguration of high speed railway as well as the pressure of global recession in recent years all add the challenges to the operation management of domestic aviation industry. The research seeks to find out the key factors affecting the operation performance of airline companies by utilizing the Survival Analysis to examine the variables combination of the Frequency of Flight, Available Seat, Passengers Carried and the airline of the main capital. The result provides an important reference and basis for airline executives to improve deficiency and serves as a future operation direction.
Keywords：domestic airlines, Survival Analysis, Cox regression
Study of the Configurable and Scalable Decision Tree Analysis System
邱顯強
元智大學工業工程與管理學系
呂芸霈
元智大學工業工程與管理學系
范治民
元智大學工業工程與管理學系
Shian-Ching Chiou
Department of Industrial Engineering and Management,
Yuan Ze University
Yun-Pei Lu
Department of Industrial Engineering and Management,
Yuan Ze University
Chih-Min Fan
Department of Industrial Engineering and Management,
Yuan Ze University
摘要
本研究主要設計一個具備彈性組建和可擴充能力的資料探勘系統，以符合多元化之應用問題為目標。我們選定決策樹分析以及其在半導體製造的應用問題為主要研究對象。首先將決策樹演算法劃分為兩大部分： 規劃搜尋與統計檢定；再以物件導向分析設計(OOAD)的方法，設計一多層式的決策樹資訊系統，其中包含了各種支援規劃搜尋及統計檢定的物件。最後更進一步設計一個通用的資料物件以有效提昇程式物件之間整合及實做的效率。本研究所有的設計理念以及成果皆透過類別圖、次序圖以及虛擬程式碼加以呈現，此研究結果可作為未來發展智慧型資料探勘組建系統的基礎。
關鍵字：資料探勘、決策樹、物件導向分析設計
ABSTRACT
This research aims at designing a configurable and scalable data mining system to fulfill various requirements from the application problem. The well-known decision tree and its application to semiconductor manufacturing are selected as the research conveyer. First, the variability of the decision tree algorithm is abstracted as a two-fold problem： search and statistics. Then, with the methodology of object-oriented analysis and design (OOAD), a decision tree system with the layered architecture and various objects for search and statistics purposes is derived. Finally, to minimize the efforts of computer programming, a data object is further designed for the effective integration among different objects. The design results are demonstrated through the combinational use of class diagram, sequence diagram and corresponding pseudo codes. The outcomes of this research serve the foundation for the future development of intelligent data-mining composition system.
Keyword：Data mining, Decision tree , OOAD
THE INVESTMENT BEHAVIOR OF FOREIGN INVESTORS IN THE TAIWAN STOCK MARKET
黃聖棠
南亞技術學院財務金融系
黃聖志
淡江大學財務金融系
許介星
高雄市立空中大學工商管理系
Sheng-Tang Huang
Department of Finance, Nanya Institute of Technology
Sheng-Shih Huang
Graduate Institute of Banking and Finance, TamKang University
Chieh-Hsing Hsu
Department of Industrial and Business Management, The Open University of Kaohsiung
摘 要
Hameed and Kusnadi（2002）等學者發現亞太地區國家（台灣、新加坡、韓國、香港、馬來西亞、泰國）並無顯著的動能策略存在，隨台灣逐步開放外資，外資持股比例佔台灣股市已由1994年初的6.89%上升至2004年底的22.32%，目前2006年2月為32.38%，本文嘗試用Cooper（1999）的篩選法則（filter rules）、投資組合成對比較（portfolio-pairwise comparisons）分析以及Fama and MacBeth（1973）橫斷面迴歸探討外資持股水準、外資持股水準變動率及Jegadeesh and Titman（1993）的價格動能投資策略這3個策略的關係，最後再用Sharpe（1963）資本資產訂價模型及Fama and French（1993）的三因子模型來看這3個策略下是否會產生異常報酬的現象，結果發現，第一、台灣股票投資人可獲得的外資資訊（外資持股水準變動率、外資持股水準）做為指標投資，可帶給投資人正的異常報酬。第二、投資國內股市的外資部分為動能策略交易者。第三、具有外資投資的台灣上市公司中存在些微的動能效應。
關鍵詞：外資、動能、三因子模型、資本資產訂價模型
ABSTRACT
As the Taiwan government opened foreign investors investing Taiwan stock market step by step, the aggregate holding of Taiwanese stocks by foreign investors are from 6.89% in 2004 to 32.38% in 2006. However, Hameed and Kusnadi (2002) found that there are no significant momentum effect among Asia countries like Taiwan, Singapore, Korea, Hong Kong, Malaysia, and Thailand. We try to apply the filter rules proposed by Cooper (1999) ¾ portfolio-pairwise comparisons analysis ¾ and the cross sectional regression by Fama and MacBeth (1973) to analyze the relationship among the strategies based on the level of foreign investors’ holding stocks, the change rate of foreign investors’ stocks holdings, and the price momentum. Finally, we use the CAPM and the three factors model to see if there are abnormal returns for these three strategies.
The results are first, the Taiwan stock investors can follow foreign investors’ information like the change rate and the level of foreign investors’ holding stocks to invest and can earn positive abnormal returns. Second, evidence supports that some foreign investors investing in the Taiwan stock market are momentum traders. Third, there exist momentum effects on the Taiwan listed companies held by foreign investors.
Keywords：Foreign investors, Momentum, Three factors model, CAPM
Influence Strategies, Channel Satisfaction, and Channel Performance in Interfirm Relationships： Moderating Effects of Integration and Control
賴其勛
國立雲林科技大學企業管理系
陳明瑩
國立雲林科技大學企業管理系
楊善富
國立雲林科技大學企業管理系
詹雅竹
國立雲林科技大學企業管理系
Chi-Shiun Lai
Department of Business Administration,
National Yunlin University of Science & Technology
Ming-Ying Chen
Department of Business Administration,
National Yunlin University of Science & Technology
Shan-Fu Yang
Department of Business Administration,
National Yunlin University of Science & Technology
Ya-Chu Chan
Department of Business Administration,
National Yunlin University of Science & Technology
摘要
行銷通路研究者一直致力於瞭解如何管理通路間的關係，因為組織間若能有效管理通路，以合作的方式，將能共同努力達成雙方的營運目標。通訊產業為政府極力推動的產業之一，加上電信三法的通過以及行動通信業務的民營化，行動通訊市場已漸達飽和狀態，因此如何擁有良好通路關係，成為行動通訊業者的重要課題。本研究以行動通訊業者為對象，探討供應商影響策略的使用、經銷商滿意度及經銷商的績效的使用之間的關係，並以整合及控制程度做為調節變項，檢驗調節變項與影響策略的交互作用對經銷商滿意度的影響。
關鍵詞：影響策略、滿意度、績效、整合、控制
ABSTRACT
In marketing channels research, a considerable amount of attention has been paid to manage interfirm relationships. With effective and collaborative strategies, firms can achieve goals more efficiency. The industry of mobile communication is one that the government tries to push the industry forward at pains. In addition, the three law of telecommunication were adopted and the privatization of mobile communication industry, the market is become impregnation. Therefore, how to maintain a good channel relationship becomes a big issue for mobile communication dealer. This study chose the mobile communication industry as the content to investigate the moderating effects of integration and control on the relationships between influence strategies and channel satisfaction; furthermore, the research intends to understand the relationships between channel satisfaction and channel performance.
Keywords：influence strategy, satisfaction, performance, integration, control
高績效人力資源管理措施對工作績效、離職傾向之影響—探討員工技能中介效果
The Mediating Effect of Skill on the Perceived High Performance HRM of Job Performance, Turnover Intention
呂家美
台南科技大學美容造型設計系
國立中山大學人力資源所
林佩芬
國立成功大學國際企業研究所
曹瓊文
國立中山大學人力資源所
陳世哲
國立中山大學人力資源所
Chia-Mei Lu
Dept. of Styling & Cosmetology, Tainan University of Technology
Institute of Human Resource Management, National Sun Yat-sen University
Pei-Fen Lin
Institute of International Business, National Cheng Kung University
Chiung-wen Tsao
Institute of Human Resource Management,National Sun Yat-sen University
Shyhjer Chen
Institute of Human Resource Management, National Sun Yat-sen University
摘要
近年來，在國際化、自由化及大陸競爭下，企業為強化競爭優勢，經營思潮紛紛轉向追求卓越與提昇品質，產業升級帶動各行各業對高品質人力的需求，人力資源儼然成為知識經濟時代企業經營的核心。由於美髮服務業的營運績效關鍵在於「人」，本研究欲探討組織的人力資源管理措施適當實施，對於員工的技能水準提升與激勵員工產生貢獻之關聯。本文以美髮Saloon 設計師為研究對象，共307 個樣本（分屬103 個店家）。經結構方程模式驗證後發現，人力資源管理措施需透過工作技能的中介效果才能有效增進工作績效，而人力資源管理措施對於員工的離職傾向呈顯著的負向影響。
關鍵字：人力資源管理措施、高績效工作系統、工作技能、離職傾向、工作績效
ABSTRACT
In the recent years, under the pressure of globalization, liberalization as well as intense business competition from Mainland China , in order to strengthen a firm’s competitiveness, it is constantly seeking to achieve better product/service qualities from all aspects of business. Industrial and technological upgrades have resulted an increase in the demand for high quality work force. Consequently, human resource has become a core competency for the knowledge economy. In the hairdressing salon industry, human capital is the critical factor determining a salon’s performance. This research aims to investigate the link between the implementation of HR practices, the improvement of employees’ skill quality and the employee contribution encouragement. A sample of 307 hair stylists was collected from 103 hair salons. By using structural equation model, the result indicates that the mediation effect of working skill, HR practices enhance employee job performance, whereas HR practices exert a significant negative influence on employee turnover.
Keywords：Human resource management practices, High Performance Work System(HPWS), working skill, turnover, employee job performance.
The research of the relationships among cognitive and tourism intention for home stay tourists in Ilan and Hualien County
黃聖茹
龍華科技大學企管系
林涵懿
龍華科技大學企管系
Sheng-Ju Huang
Department of Business Administration, Lung Hwa University of Science and Technology
Han-Yi Lin
Department of Business Administration, Lung Hwa University of Science and Technology
摘要
民宿在國內各地區已有相當程度之發展，在國內民宿發展最具規模的縣市乃屬宜蘭與花蓮地區，此二區民宿的位置大都處於休閒農業區內或外圍附近的區域，故本文針對遊客在宜蘭與花蓮地區民宿住宿消費後，衡量遊客對民宿之體驗與評價，並探究其對遊客滿意度與忠誠度之影響，藉以提供民宿業者檢視其經營效率與服務品質，使其獲得良好的經營績效。本研究利用問卷的方式調查分析，以宜蘭花蓮地區投宿民宿之遊客為調查對象，並採用AMOS5.0統計軟體進行分析知覺品質、知覺價值、顧客滿意度與顧客忠誠度之關係。實證結果發現：（1）知覺品質對知覺價值有正向的關係影響；（2）知覺品質對顧客滿意度有正向的關係影響；（3）知覺價值對顧客滿意度有正向的關係影響；（4）知覺價值對顧客忠誠度有正向的關係影響；（5）顧客滿意度對顧客忠誠度有正向的關係影響。
關鍵字：知覺品質、知覺價值、顧客滿意度、顧客忠誠度、結構方程式模型
ABSTRACT
Home Stay have developed in Ilan and Hualien county, and they near leisure farms. This study is to discuss the relationships among perceived quality, perceived value, customer satisfaction and customer loyalty after home stay tourists experience. The dealers of home stay have to promote their service quality, and then they boost the customer loyalty, take advantage in the competition. The study surveyed the customers by questionnaires in Ilan and Hualien County Home Stay. Furthermore, Structural Equation Modeling with AMOS5.0 computer program was used to analysis the relationships among perceived quality, perceived value, customer satisfaction and customer loyalty. The results of this study suggested that： First, perceived quality had direct effect on perceived value. Second, perceived quality had direct effect on customer satisfaction. Third, perceived value had direct effect on customer satisfaction. Fourth, perceived value had direct effect on customer loyalty. Fifth, customer satisfaction had direct effect on customer loyalty.
Keywords：perceived value, perceived quality, customer satisfaction, customer loyalty, structural equation model
延伸產品偏好、產品知識、涉入程度對延伸品牌產品購買意圖影響之研究
A study of influence of Brand extension preference, Product knowledge, Product involvement on Purchase intention
鄭聖時
長榮大學企業管理學系
黃淯慈
長榮大學企業管理學系
許淑雯
長榮大學企業管理學系
Sheng-Shyr Cheng
Department of Business Administration
Yu-Tzu Huang
Department of Business Administration
Shu-Wen Shiu
Department of Business Administration
摘要
本研究旨在探討延伸產品之偏好對購買延伸產品企圖之影響，及產品涉入程度與產品知識對購買延伸產品意圖的干擾效果。本研究的樣本以南部七所大學，女性之大學生與研究生；挑選五項CHANEL延伸產品(配飾、眼鏡、皮夾、皮包及化妝品)分別編製問卷共計五款，受訪樣本每款50份共計250份，回收樣本數245份，針對位曾購買過之消費者經篩選剔除曾購買CHANEL產品之受訪問卷後，實際有效問卷210份。本研究以迴歸分析法分析延伸產品偏好對延伸產品購買意願的影響，研究結果發現，延伸產品偏好對延伸產品購買意願之影響，除了眼鏡與皮夾不顯著外，其餘皆有正向的影響。產品知識、購買知識與使用知識，並非所有的知識皆會增強產品購買意圖，知識類別會因產品類別有所差異；涉入性對於購買意圖之增強效果除了眼鏡該品類外，其餘皆不顯著。
關鍵字：產品知識、購買意圖、產品涉入性、品牌延伸
ABSTRACT
The research objects of this study are south seven universities of feminine student & graduate. They choose five extension products item of CHANEL (decoration, glasses, wallet, handbag and cosmetics) to establish five section questionnaires separately.Each section have 50 and totally 250 questionnaires are distributed and 245 are gathered. Deducting have purchased CHANEL questionnaires, valid questionnaires amount to 210.
This research uses the regression analysis to analyze extension Product preference by extension product adoption willingness affection. According to the research results, except of the glasses and wallet do not have significant effects, other have significant positive effect.The results indicate that not the all knowledge (product knowledge, purchase knowledge and used knowledge) can strengthen the product purchase intention. The different knowledge can have a difference because of the different products, besides glasses this classification, product involvement for purchase intention are not all significant effects.
Keywords：Product knowledge, Purchase intention, product involvement, brand extension
Using Mining Techniques with Weighted Interest-Items
to Find Adaptive Recommendations of Borrowing Books
陳垂呈
南台科技大學資訊管理研究所
謝維珍
南台科技大學資訊管理研究所
謝濱帆
南台科技大學資訊管理研究所
陳宗義
南華大學電子商務管理系
Chui-Cheng Chen
Institute of Information Management,
Southern Taiwan University
Wei-Zhen Xie
Institute of Information Management,
Southern Taiwan University
Bin-Fan Xie
Institute of Information Management,
Southern Taiwan University
Tsung-Yi Chen
Department of Electronic Commerce Management,
Nanhua University
摘要
本論文以讀者之借閱資料為探勘的資料來源，每一筆借閱資料包含讀者曾經借閱的書籍，利用興趣加權關聯規則(association rules with weighted interest-items)分別從以下兩方面發掘書籍借閱的適性化推薦：一是以某一讀者為探勘的目標，文中提出一個方法探勘興趣加權關聯規則，其前置項目組必須包含於此一讀者的借閱資料中，根據此興趣加權關聯規則所顯示出的傾向特徵，可發掘此一讀者之書籍借閱的適性化推薦；二是以某一書籍為探勘的目標，文中提出一個方法探勘興趣加權關聯規則，其後置項目組必須為此一書籍，根據此興趣加權關聯規則所顯示出的傾向特徵，可發掘適性化借閱此一書籍的讀者。我們根據文中所提出的兩個方法，設計與建置一個發掘書籍借閱的適性化推薦系統。此探勘結果，對圖書館擬定書籍借閱的適性化推薦，將可以提供非常有用的參考資訊。
關鍵詞：資料探勘、興趣加權關聯規則、借閱資料、書籍借閱、適性化推薦
ABSTRACT
In this paper, readers’ borrowing history records are used as the source data of mining. Each borrowing history record contains a reader ever borrowed books. We use mining techniques with weighted interest-items to find adaptive recommendations of borrowing books from two aspects. One is to let one reader as the target of mining. A method is presented to mine association rules with weighted interest-items whose antecedents are contained in the reader’s borrowing history record. According to the characteristics of the association rules with weighted interest-items, we can find the adaptive recommendations of borrowing books for the reader. The other is to let one book as the target of mining. A method is presented to mine association rules with weighted interest-items whose consequents are the book. According to the characteristics of the association rules with weighted interest-items, we can find the adaptive readers for borrowing the book. A mining system is designed and constructed for finding adaptive recommendations of borrowing books according to the both methods. The results of the mining can provide very useful information to plan the adaptive recommendations of borrowing books for libraries.
Keywords：data mining, association rules with weighted interest-items, borrowing history records, borrowing books, adaptive recommendations
運用線性結構方程模式分析方法探討中部兩家區域醫院主管的領導型態
與員工工作滿意度、組織承諾及工作績效之研究
Applying Structural Equation Model to Study of the Relationship Model among leadership style, satisfaction, Organization commitment and Performance in hospital industry
張肅婷
台灣師範大學工業科技教育學系人力資源組博士生
方崇雄
台灣師範大學工業科技教育學系教授
Sue-Ting Chang
National Taiwan Normal University Department of Industrial Technology Education, MS,
Candidate for doctor degree
Chung – Hsiung Fang
National Taiwan Normal University ,
Department of Industrial Technology Education, Professor
摘要
本研究主要目的在探討主管領導型態、員工工作滿意度、工作績效與組織承諾之變數建立因果關係模式;其次運用結構方程模式來實證上述因果關係模式，並對不同人口統計變數對於各構面是否產生差異進行探討。
本研究以中部某家區域醫院的兩個院區同仁為研究對象，共計回收有效樣本數583份，本研究理論模式經由結構方程模式配適度檢定，符合可接受適合度檢定水準，透過實證分析結果，本研究之主要結果如下：
(一)經由多變項變異數分析顯示，不同的人口統計變數包括年齡、教育程度、服務年資及婚姻狀況等對領導型態、工作滿意度、工作績效與組織承諾有部份達到統計顯著。
(二)領導型態對工作滿意度、組織承諾與工作績效影響關係工作滿意度對組織承諾及工作績效有正向顯著的直接影響領導型態對工作滿意度有正向顯著的直接影響組織承諾會正向影響工作績效。
(三)根據以上研究結果，發現領導型態對工作績效的影響路線可分為以下兩條：
領導型態可以透過工作滿意度間接影響組織承諾及工作績效。工作滿意度可以直接影響工作績效，也可以透過組織承諾間接影響工作績效。
關鍵詞：領導型態、組織承諾、工作績效、員工工作滿意度、結構方程模式
ABSTRACT
This main purpose of this research is to investigate the relationships among leadership styles, Job satisfaction, job performance and organizational commitment of workers in hospital industry. Then, through the application of SEM, probe into the leadership, In addition, the research also discovers the effects on organizational commitment, job performance and job satisfaction from different superior’s leadership styles.
In this study, we applied the Structural Equation Model to test the goodness of fit statistics and search the significance tests. We explored some conclusions：
Organization commitment, leadership styles, job performance and job satisfaction can be affected by personal character.
Organization commitment and job satisfaction can be affected by leadership styles.
The effect on job performance and organization commitment has become positive by job satisfaction increasing.
The effect on job performance has become negative by organization commitment increasing.
The results indicate that leadership style and job satisfaction have a significant positive effect on job performance, especially job satisfaction affect more.
Keywords：Leadership styles、Organizational commitment、Job performance、Job satisfaction、Structural Equation Modeling
台灣壽險公司成本效率之差異分析－Metafrontier之應用
The Difference Analysis Of Cost Efficiency OF The Life Insurance Companies In Taiwan
－The Application Of Metafrontier Model
盧永祥
嘉義大學生物事業管理系助理教授
李丞鍹
南華大學財務管理所研究生
Yung-Hsiang Lu
Assistant Professor, Department of Bio-industry and Agribusiness Administration,
National Chiayi University
Cheng-Hsuan Li
Graduate Student, Institute of Financial Management,
Nan Hua University
摘要
本研究利用Metafrontier研究方法來探討台灣壽險業的成本效率，除了可求得整體的效率值外，更可求出每個群組（本國舊公司、本國新公司、外商公司）的效率值，如此將更能精確的估計出壽險業的成本效率及技術差距。實證結果顯示共同整體技術效率及成本效率均以本國舊公司為最高，外商公司次之，最差為本國新公司。在技術缺口方面以本國舊公司為最接近共同邊界，表示本國舊公司間大都實力相當，而本國新公司與外商公司較遠離共同邊界，顯見其群組內差距頗大。
關鍵詞：成本效率、技術缺口、Metafrontier
ABSTRACT
This research discusses the Taiwan life insurance industry using the Metafrontier research technique cost efficiency, besides may obtain the whole efficiency value, and the efficiency value of each group (inner old company, inner new company, foreign company), so will be able to precisely estimate the cost efficiency and the technical gap ratio of life insurance industry. The real diagnosis result demonstration together overall technology efficiency and the cost efficiency as are highest take the inner old company, the foreign company is the next, badly for the inner new company. As most approaches the common boundary in the technological gap aspect take the inner old company, indicates between the inner old company mostly the strength quite, but the inner new company and the foreign company comparatively are far away the common boundary, in obvious gap of groups is very large.
Keywords： cost efficiency, technology gap ratio(TGR), metafrontier
System Usability Evaluation Framework for ERP Computer Auditing Systems
王彥凱
中正大學會計與資訊科技研究所
張碩毅
中正大學會計與資訊科技研究所
吳承志
中正大學會計與資訊科技研究所
張益誠
中正大學會計與資訊科技研究所
Yen-Kai Wang
Department of Accounting and Information Technology,
National Chung Cheng University
She-I Chang
Department of Accounting and Information Technology,
National Chung Cheng University
Cheng-Chih Wu
Department of Accounting and Information Technology,
National Chung Cheng University
I-Cheng Chang
Department of Accounting and Information Technology,
National Chung Cheng University
摘要
近來企業紛紛導入大型企業資源規劃(ERP)系統，相對使得內部控制與稽核工作產生變革，而電腦輔助稽核技術(Computer Assisted Audit Techniques, CAATs)提供了技術上的協助。為了探討ERP電腦稽核系統的開發是否能進一步降低稽核人員使用門檻，本研究以「人機互動(Human-Computer Interaction, HCI)」的角度來探討ERP電腦稽核系統可用性議題，並利用紮根理論(Grounded Theory)與德爾菲法(Delphi Method)確認28項ERP電腦稽核系統之關鍵可用性屬性(Usability Attribute)，建構「ERP電腦稽核系統可用性評估機制」，接著應用該機制評估一套Oracle ERP電腦稽核系統。由評估結果得知本研究建構之評估機制具有高度穩定性與一致性。本評估機制能協助稽核單位在軟體導入前進行評估，並提供系統開發者了解此類軟體應注意的可用性議題。另外本研究從可用性評估面來探討系統的開發議題，可作為研究CAATs軟體時的不同思考角度。
關鍵詞：電腦輔助稽核技術、人機互動、可用性、紮根理論、德爾菲方法
ABSTRACT
Recently, because of e-business and the adoption of ERP system, the internal control system and the audit work required some changes. Computer Assisted Audit Techniques (CAATs) offer a technical assistance and ERP computer auditing system furthermore can reduce the technical threshold. This study has found out 28 usability features of ERP computer audit system by the facet of "Human-Computer Interaction (HCI)" and the using of grounded theory and the Delphi method; then constructed a usability evaluation framework for ERP computer auditing system. This framework can help audit units and the system development units to measure the usability level of ERP computer auditing system in the late and early stage of development. As for the contributions of academics, this study can provide a different direction of thinking to look at another CAATs study.
Keywords：CAATs, HCI, Usability, Grounded Theory, Delphi Method
An Approach of Blocking Flow Shop Scheduling with Unrelated Parallel Machine
駱景堯
國立雲林科技大學工業工程與管理研究所
林靖國
大葉大學工業工程與科技管理學系
張鈺芳
國立雲林科技大學工業工程與管理研究所
施富棋
國立雲林科技大學工業工程與管理研究所
Chin-Yao Low
Department of Industrial Engineering and Management,
National Yunlin University of Science and Technology
Ching-Kuo Lin
Department of Industrial Engineering and Technology Management,
Dayeh University
Yu-Fang Chang
Department of Industrial Engineering and Management,
National Yunlin University of Science and Technology
Fu-Chi Shih
Department of Industrial Engineering and Management,
National Yunlin University of Science and Technology
摘要
本研究是針對非等效平行機台(unrelated parallel machine)的多階段流程型排程問題進行研究。研究中並考量阻隔條件(blocking)、可分割整備時間(separable setup time)、加工順序相依的拆卸時間(separable dependent removal time)以及搬運時間等因素，進行各工作於各階段機台之加工順序安排。研究之進行，以總完工時間最小化為目標建構出粒子群最佳化演算法(更新方式一、更新方式二)及基因演算法等兩種演算法進行求解，並分別對兩種演算法中進行測試分析，提出各規模下之建議參數設定，且由實驗結果顯示PSO更新方式二在三演算法中有最佳的求解品質。
關鍵字：非等效平行機台、多階段流程型排程、阻隔條件、粒子群最佳化演算法、基因演算法
ABSTRACT
In this research, we study the blocking flow shop scheduling with unrelated parallel machine of minimizing makespan. We also consider the sequence independent setup time, processing time, dependent removal and transportation time. To solve the addressed problem, we propose two heuristic which are based on PSO and GA. During the research, the parameters used is the heuristics that affect the solution quality and efficiency are analyzed and designed. The experimental results are reported, and provided for the references for the further research.
KeyWords： non-identical parallel machine, flow shop, blocking, PSO, GA
The Influence of Negative Word-of-Mouth on Consumer Purchase Decision
- Moderated by Product Using Motives
林湘沅
龍華科技大學工業管理系
楊力旗
龍華科技大學工業管理系
李治佑
龍華科技大學工業管理系
陳彥儒
龍華科技大學工業管理系
Hsiang-Yuan Lin
Department of Industrial Management,
Lunghwa University of Science and Technology
Li-Chi Yang
Department of Industrial Management,
Lunghwa University of Science and Technology
Jr-Yu Li
Department of Industrial Management,
Lunghwa University of Science and Technology
Yen-Ju Chen
Department of Industrial Management,
Lunghwa University of Science and Technology
摘要
本研究係探討負面口碑對消費者購買決策的影響，以臺灣地區民眾為研究對象，試圖了解負面口碑、傳播者專業度和關係強度對消費者購買決策的影響，其中加入產品使用動機為干擾變數。利用SPSS統計軟體進行問卷資料分析，先以階層迴歸分析驗證自變數和依變數之間的關係是否有顯著，再以交互作用迴歸分析來驗證自變數與干擾變數的交互作用是否有顯著。本研究發現負面口碑和傳播者專業度皆會對消費者購買決策有顯著影響，但關係強度對消費者購買決策影響不顯著。然而，產品使用動機的享樂性則強化干擾傳播者專業度對消費者購買決策影響；產品使用動機的功能性也強化干擾關係強度對消費者購買決策影響。最後，本研究提出可供業界參考之管理意涵。
關鍵字：負面口碑訊息、傳播者專業度、關係強度、消費者購買決策、產品使用動機
ABSTRACT
This study is to explore the influence of the negative word-of-mouth on the consumer purchase decision. Taiwanese adults are selected as convenient samples to answer the questionnaires. We try to figure out the effect on the consumer purchase decision from the negative word-of-mouth, the disseminator’s expertise, and the strength of relationship. Product using motives, the utilitarian needs and the hedonic needs are introduced as the moderator. SPSS software is applied to use hierarchical multiple regression to validate the correlation between independent variables and dependent variable. The effect of moderator is verified with interactive test of regression. We find the negative word-of-mouth and the disseminator’s expertise are significant effect on the consumer purchase decision, but the strength of relationship is not. However, the hedonic needs enhance the influence of the disseminator’s expertise on the consumer purchase decision. The utilitarian needs enhance the influence of the strength of relationship on the consumer purchase decision. The adoptive managerial implication is suggested.
Keywords: Negative word-of-mouth, Disseminator’s expertise, Strength of relationship, Consumer purchase decision, Product using motives
商管科技季刊 
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