一、
 

消費者特性與商店品牌購買關係之研究
A Study of The Relationship Between Consumer Characteristics and Store Brand Purchase

李元恕、洪紹芸
Yuan-Shuh Lii, Shao-Yun Hung

二、
 

基礎建設特許合約的設計
Contract Design of Infrastructure Concessions

林俞利
Yu-Li Lin

三、
 

社教機構形象經營的知識管理策略
The Knowledge Managemnent Strategies For The Image Management Of Social Education Institutions 

張瑞濱、賀力行
Jui-Pin Chang, Li-Hsing Ho

四、


 

黃英忠 、陳儀蓉 、黃培文
Ing-Chung Huan, Yi-Jung Chen,
Pei-Wen Huang
 

消費者特性與商店品牌購買關係之研究

A STUDY OF THE RELATIONSHIP BETWEEN CONSUMER CHARACTERISTICS AND STORE BRAND PURCHASE

李元恕 

逢甲大學國際貿易系 

洪紹芸 

逢甲大學企業管理研究所 

Yuan-Shuh Lii 

Department of International Trade Feng Chia University 

Shao-Yun Hung 

The Graduate Institute of Business Administration Feng Chia University

摘要

　　近年來在國內通路日益強大下，各種型態的零售商紛紛投入商店品牌產品的開發與行銷，而消費者對於商店品牌之接受度亦日益提昇。有鑑於此，本研究之目的在於探討商店品牌消費者與非商店品牌消費者在人口統計、行為與心理等三個特性上之差異性。本研究結果發現商店品牌消費者與家庭所得呈負相關，但與家庭規模呈正相關，但在教育程度和年齡方面則與非商店品牌消費者沒有明顯差異。店內促銷活動對商店品牌消費者與非商店品牌消費者的影響無明顯差異，但商店品牌的消費者比較不願意花時間去收集店外促銷的活動資訊。商店品牌消費者比非商店品牌消費者較具有價格知覺、財務預算限制，也願意創新及做多樣化的嘗試，但是比較不具有品質知覺、購物樂趣、衝動，不容易成為市場專家，也比較不在乎別人的意見與看法。

關鍵字：商店品牌、製造商品牌、消費者特性、行銷策略

ABSTRACT

　　In recent years, there has been a strong increase of retailers’ interest in store brands or private label brands. The motivation has been the growing acceptance of store brands by consumers. The purpose of this research is to examine whether store brand shoppers and non-store brand shoppers differ in their demographic, behavioral, and psychographic characteristics.
　　The test result indicates that store brand shoppers have larger households and lower income than non-store shoppers. Compared with non-store shoppers, store brand shoppers are less out-of-store promotion seekers, less quality conscious, and enjoy shopping less. Store brand shoppers are also less impulsive and mavenistic, and have less motivation to conform than non-store shoppers. However, store brand shoppers are more price conscious, financially constrained, innovative, and variety seekers than non-store brand shoppers.

Keywords: Store brand, National brand, Consumer characteristics, Marketing strategy

回目錄

基礎建設特許合約的設計

CONTRACT DESIGN OF INFRASTRUCTURE CONCESSIONS

林俞利 

致理技術學院企業管理系 

Yu-Li Lin 

Department of Business Administration Chih-Lee Institute of Commerce

摘要

　　特許合約建立了政府和特許公司之間金錢與服務上交易的正式關係。理論上，它應該界定雙方對於未來交易的權利與義務，而各方亦僅需遵守合約即可。然而，這種特許合約機制有三個問題：道德風險（moral hazard）、不履行承諾（incredible commitment） 以及合約的不完備性（contractual incompleteness）。道德風險代表了特許公司利己且無法察覺的行為，不履行承諾指的是雙方違反承諾的行為，合約的不完備性是指簽約的環境發生無法預期的改變。這些問題會妨礙到基礎建設特許合約的效率及持續性（sustainability）。真實世界裡的特許合約並不會針對所有有可能發生的情況而建立交易規則，但是，特許合約的規劃能讓它在不同環境之下以不同的辦法來解決這三個合約上的問題。這份論文是用合約經濟學來分析合約問題的起因與後果，同時也用來評估不同的合約設計對於解決問題的有效性。這裡使用的合約分析與風險管理方法（risk management）不但互補，也為特許合約的制定提供了一個詳細的評估方法。

關鍵字：特許合約、道德風險、不履行承諾、合約不完備性、持續性、風險管理

ABSTRACT

　　The concession contract establishes a formal relationship of exchange of service and money between the host government and concessionaire. Ideally, it will specify the obligations and rights of each party under every contingency concerning the future trade, and each party simply follows the specified instructions. This contracting mechanism, however, is flawed due to three problems: moral hazard, incredible commitment, and contractual incompleteness. Moral hazard recognizes the firm's unobservable and self-interest behavior; incredible commitment recognizes contracting parties' reneging behavior; contractual incompleteness recognizes that the contractual environment is changing in an unanticipated manner. These problems impede the efficiency and sustainability of infrastructure concessions. The real-world concession contracts, instead of writing detailed trading rules for each possible contingency, are designed to address these three contracting problems in different ways as they appear in differing degrees in each contract environment. This paper applies contract economics to analyze the origins and consequences of these contracting problems, and to evaluate the effectiveness of different contract schemes in solving these problems. The contract analysis method employed is complementary to the risk management method and provides a comprehensive perspective for concession contract design.

Keywords: Concession contract, Moral hazard, Incredible commitment, Contractual incompleteness, Sustainability, Risk management

回目錄

社教機構形象經營的知識管理策略

THE KNOWLEDGE MANAGEMENT STRATEGIES FOR THE IMAGE MANAGEMENT OF SOCIAL EDUCATION INSTITUTIONS

張瑞濱 

中華大學科技管理研究所 

賀力行 

中華大學管理學院 

Jui-Pin Chang 

Dept. of Technology Management Chung-Hua University 

Li-Hsing Ho 

Dean School of Management Chung-Hua University

摘要

　　以知識管理的新思維來改革當前社教機構的經營策略，可以說是社教機構經營上的一大變革。過去社教機構對於形象建立的問題較不注重，但在競爭激烈的今日，社教機構如果不重視形象經營的課題，將嚴重影響到社教機構的發展。因此，運用知識管理的方式對社教機構進行形象經營，在基本上考慮到社教機構轉型過程中的專業性問題、效率的問題以及社教機構與社會群體中的互動問題，不失為一個新的管理思維模式。本文從社教機構的形象經營層面著手，探究適合社教機構運用的知識管理策略。

關鍵字：社教機構、形象經營、知識管理、策略

ABSTRACT

　　It’s a big change for the management of social education institutions to adopt the new thinking of knowledge management to reform the current management strategies of social education institutions. In the past, social education institutions did not pay enough attention to the establishment of their images; however, in the competitive modern world, if social education institutions do not take image management seriously, their development will be greatly impaired. Thus, applying knowledge management to image management of social education institutions could be a new thinking model of management. Basically, it takes into consideration the professional problems and efficiency problems in the transition of social education institutions, and the their interaction problems with other groups in the society. We suggest the appropriate knowledge management strategies for social education institutions in terms of their image management.

Keywords: Social Education Institutions, Image Management, Knowledge Management, Strategies

回目錄

學習成就對努力歸因之影響—以三明治式教學之技專院校餐飲管理科為例

THE INFLUENCE OF ACADEMIC ACHIEVEMENT ON EFFORT ATTRIBUTION--THE EXAMPLE OF STUDENTS IN THE FOOD AND BEVERAGE DEPARTMENT FROM 2-YEAR COLLEGES IMPLEMENTING THE SANDWICH STYLE INSTRUCTION

黃英忠　陳儀蓉　黃培文 

中山大學人力資源管理研究所 

Ing-Chung Huang　Yi-Jung Chen　Pei-Wen Huang 

Institute of Human Resource Management National Sun Yat-sen University

摘要

　　本研究以技專院校餐飲管理科學生為樣本，目的在檢驗三明治式教學下，學生的個人特性、學習成就對努力歸因的影響，以跳脫前人研究總侷限在傳統式課堂教學的情況。問卷改編自O’Neil and Snow（1990）的努力特質量表（the Trait Effort Scale），共發出650份，回收有效問卷455份。結果除證明改編的努力歸因量表（the Effort Attribution Scale）對技專院校餐飲管理科學生具有適用性，並驗證了努力為多面向度的論點；此外，研究亦顯示學生歸因成敗於努力的傾向，不會因性別、年級或有無證照而產生差異；然學業成績的高低可以預測學生努力歸因的強弱，且年級會與學業成績產生交互作用來影響學生努力歸因的程度。

關鍵字：三明治教學、努力歸因

ABSTRACT

　　This study, different from the previous researches done in the conventional school situation, is aimed at examining how student academic achievement and population characteristics influence their effort attribution under the Sandwich Style Instruction. Using a self-administered questionnaire, 455 valid samples were acquired form 650 students in the Department of Food & Beverage Management from the 2-year colleges implementing Sandwich Style Instruction. Results reveal that the Effort Attribution Scale, adopted from the Trait Effort Scale by O’Neil & Snow, is fit for students in the Department of Food & Beverage Management from these 2-year colleges, and support the view that effort has multiple dimensions. Results also show that students’ effort attribution exhibits no sex, age or license difference; the only factor that makes a significant difference is the student grade point average. Moreover, the school year has an interaction effect with the grade point average upon students’ tendency on effort attribution.

Keywords: effort attribution, the Sandwich Style Instruction, academic achievement

回目錄