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一、 |
林耀南、楊婉如 |
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二、 |
吳淑鶯、鄒欣宜 |
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三、 |
品牌工作的探索－經理人心智模式之觀點 |
鄔榮霖、王思峰、徐達光 |
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四、 |
黃培文、王志蓮、林佳蓁、 |
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五、 |
張彥輝、林佩芬、翁順裕 |
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六、 |
臺灣股市外資之投資行為 |
蕭朝興、黃聖棠、黃聖志 |
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七、 |
紀信光、章孟宸、余秋慧 |
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八、 |
華人關係的影響因素－大陸台商的實證研究 |
潘偉華、翁正忞 |
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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 Yaonan Lin Department of Business Administration Lunghwa University of Science and Technology Wan-Ju Yang Department 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472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，有負向影響；(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。 關鍵詞：第一線服務人員、幽默感、自尊、工作倦怠、工作滿足 |
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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 472. 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 |
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應用平衡計分卡觀點建立網路行銷績效評估指標與關係模式－以旅行社為例 THE PERFORMANCE EVALUATION INDICATORS AND RELATIONSHIP MODEL OF INTERNET MARKETING BASED BALANCED ON SCORECARD – A STUDY OF TRAVEL AGENCY 吳淑鶯 國立勤益科技大學企業管理系教授 鄒欣宜 國立勤益科技大學企業管理系碩士班 Shwu-Ing Wu Professor, Department of Business Administration National Chin-Yi University of Technology Hsin-Yi Tsou Graduate Student, Department of Business Administration National Chin-Yi University of Technology 摘要 本研究以平衡計分卡（Balance Scorecard）作為旅行社網路行銷績效評估的構面，並以其發展出衡量指標，用以探討評量旅行社網路行銷績效之關鍵因素。本研究以旅行社為案例進行實證，並以結構方程模式（Structural Equation Modeling）驗證各績效構面之間的因果關係。 關鍵詞：平衡計分卡、績效評估、結構方程模式
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ABSTRACT This study used Balanced Scorecard to evaluate the Internet marketing performance of travel agencies, and measurement indicators were developed to understand the key factors evaluating the Internet marketing performance of travel agencies. This study selected travel agencies as the research subjects and also applied Structural Equation Modeling to verify the causal relationships among all the performance perspectives. The research results revealed that the overall performance increased after Internet marketing was introduced into travel agencies. Among the performance perspectives, the learning and growth perspective had positive influence on the internal process perspective, the internal process perspective had positive influence on the customer perspective, and the customer perspective had positive influence on the financial perspective. In addition, the analysis indicated that all of performance perspectives had positive influence on the financial perspective which was the final goal of causal relationship. Keywords: Balanced Scorecard, Performance Evaluation, Structural Equation Modeling |
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THE EXPLORATION OF BRANDING WORK AMONG MANAGERS: A PERSPECTIVE 鄔榮霖 輔仁大學心理學系 王思峰 輔仁大學心理學系 徐達光 輔仁大學餐旅管理學系 Rong-Lin Wu Department of Psychology Fu Jen University Sy-Feng Wang Department of Psychology Fu Jen University Ta-Kuang Hsu Department of Restaurant, Hotel and Institutional Management Fu Jen University 摘要 發展品牌商業模式成為目前台灣產業轉型的一項重要方向，但過去對於品牌研究較侷限在消費者導向以及品牌策略的議題，本研究是以品牌經理人為主要的研究對象，透過工業與組織心理學的認知取向的工作分析，解讀經理人在從事品牌操作時其背後的與工作相關的心智模式可能的樣態與組成。本文以深度訪談以及參與觀察的方式，分析十個不同的個案來探討自創品牌、代理品牌以及設計師品牌等多元的個案，以異中求同歸納的方式解讀可能的心智模式之樣態。本文不在於預測或推論所有品牌經營的必要作法，而是以探索的角度解析經理人工作背後的信念組成，其結果顯示在品牌工作與任務上，經理人有其不同的心智模式之組成，可提供品牌研究與經理人實務工作若干啟發。 關鍵詞：品牌、品牌經理人、品牌工作、心智模式、認知取向工作分析 |
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ABSTRACT The manipulation of branding has become an essence in Taiwan’s business transition. Most of previous researches related to brand mainly limited by the strategy development or the consumer-orientated. However, the studies on strategy development in terms of a brand manager’s mind are ignored. The present research applied cognitive task analysis, which was based on industrial and organizational psychology to explore brand managers’ mental models. The aim of the research was an exploration of brand manager’s work beliefs rather than a prediction of the successful key factors of brand management. Keywords: Brands, Brand Manager, Branding Work, Mental Model, Cognitive Task Analysis |
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A CASE STUDY OF COMPETENCE ANALYSIS AND TRAINING PROGRAM IN THE PREPARATORY PHASE－THE EXAMPLE OF DISTRIBUTION SERVICE INDUSTRY 黃培文 南台科技大學技職教育與人力資源發展研究所 副教授兼所長 王志蓮 南台科技大學 技職教育與人力資源發展研究所 研究生 林佳蓁 南台科技大學 技職教育與人力資源發展研究所 研究生 張維真 南台科技大學 技職教育與人力資源發展研究所 研究生 李永信 南台科技大學 技職教育與人力資源發展研究所 研究生 Pei-Wen Huang Technological and Vocational Education & Human Resource Development Southern Taiwan of University Chih-Lien Wang Technological and Vocational Education & Human Resource Development Southern Taiwan of University Chia-Chen Lin Technological and Vocational Education & Human Resource Development Southern Taiwan of University Wei-Chen Chang Technological and Vocational Education & Human Resource Development Southern Taiwan of University Yong-Xin Lee Technological and Vocational Education & Human Resource Development Southern Taiwan of University 摘要 本研究案為個案公司「人才開發與訓練發展」，主要目的乃是為個案公司籌備期提出以職能分析為導向的訓練規劃體系建議，使組織成員能配合組織發展的需求，以提升組織競爭優勢。本案執行期間自2006年7月21日至9月14日止。本研究成果包括：(1)建立教育訓練基本理念與目標；(2)規劃教育訓練體系；(3)建構教育訓練執行流程與規範；(4)編製各部門「職務KSA」以及「專業相關知能表」與「訓練課程與專業知能對照分析表」；(5)提供教育訓練執行相關辦法與表單設計；及(6)籌備期與營運期的教育訓練課程規劃總表。 關鍵詞：職能分析、訓練規劃 |
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ABSTRACT A case study of providing "the talent development and training development" project to particular company has been presented in this study; the main purpose is arranging a suggestion of competence analysis oriented training program system for the particular company. The target of this study is let the members of organization can meet the needs of organizational development and enhance the competitive advantage of organization. During the execution of the case since July 21, 2006 to September 14, 2006, the case study produced several achievements, results of this study includes: (1)establishing ideas and goals of basic education and training; (2)Planning education and training system; (3)constructing the education and training process and the standards of implementation; (4)establishing "a position KSAs of competence analysis ", "the table of professional knowledge, skill, and attitude " and "the synopsis analysis table of training curriculum plan and professional competency" of particular departments of company; (5) providing education and training plan in practical phase and the related form designing; and (6) producing complete plan for the preparatory phase and the operational phase of education and training plan. Keywords: Competence Analysis, Training Program |
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EXPLORING THE DEVELOPMENT OF THE ORGANIZATIONS AND STAFFS OF TECHNOLOGY TRANSFER IN THE UNIVERSITIES AND R&D INSTITUTIONS OF TAIWAN 張彥輝 和春技術學院觀光與休閒事業管理系 林佩芬 國立勤益科技大學企業管理系 翁順裕 德明財經科技大學財務金融系 Yen-Hui Chang Department of Tourism and Leisure Business Management Fortune Institute of Technology Pay-Fan Lin Department of Business Administration, National Chin-Yi University of Science and Technology Shun-Yu Weng Department of Finance Takming University of Science and Technology 摘要 產學合作是許多國家最重要的科技政策之一，特別是像我國一樣缺乏研發經費的國家。自從我國科學技術基本法在1990年實施後，研發成果商品化運用的責任與利益歸屬於大學所有。為瞭解近十餘年來，我國學研機構之技術移轉組織發展現況暨技轉人員背景，特別針對我國學研機構進行普查式的調查研究，有效問卷回收率高達80%。本研究發現： 關鍵詞：研發成果、技術移轉、產學合作 |
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ABSTRACT In order to explore the development of the organizations and staffs of technology transfer in the universities and R&D institutions of Taiwan after the implementation of “Foundamental Act of Science and Technology” and “Act of Ownership and Utilization of Government’s Scientific and Technological R&D Outcomes”, we employed a census study in the Taiwanese universities and R&D institutions, and the rate of the valid questionnaires was up to 80%. This research had several interesting findings: Keywords: Outcomes of R&D, Technology Transfer, University-Industry Collaboration |
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THE INVESTMENT BEHAVIOR OF FOREIGN INVESTORS IN THE TAIWAN STOCK MARKET 蕭朝興 國立東華大學財金系教授 黃聖棠 南亞技術學院財務金融系助理教授 黃聖志 淡江大學財務金融系博士候選人 Chaoshin Chiao Professor, Department of Finance National Dong Hwa University Sheng-Tang Huang Assistant Professor, Department of Finance Nanya Institute of Technology Sheng-Shih Huang Ph.D. Candidate, Department of Banking and Finance Tamkang University 摘要 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2008年2月為33.28%。然而，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。本文嘗試用Cooper（1999）的篩選法則（filter rules）、George and Hwang（2004）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三個策略的關係，最後再用Fama and French（1993）的三因子模型來看這三個策略下是否會產生異常報酬的現象。結果發現，第一、投資國內股市的外資部分為動能交易者。第二、具有外資投資的台灣上市公司中存在些微的動能效應。第三、台灣股票投資人以可獲得的外資資訊（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。 關鍵詞：外資、動能、三因子模型 |
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ABSTRACT As the Taiwan government gradually opened the stock market for foreign investors, the aggregate holdings of Taiwanese stocks by foreign investors were from 6.89% in 1994 to 33.28% in 2008. However, Hameed and Kusnadi (2002) found that there was no significant momentum effect among Asia countries including Taiwan, Singapore, Korea, Hong Kong, Malaysia, and Thailand. In this paper, we apply the filter rules proposed by Cooper (1999), the pairwise comparisons proposed by George and Hwang (2004), and the cross sectional regression by Fama and MacBeth (1973) to analyze the relationship among the strategies based on the level of foreign investors’ stock holdings, the change rate of foreign investors’ stock holdings, and the price momentum. Then, we use the three-factor model to examine if there are abnormal returns for these three strategies. First, the evidence supports that some foreign investors in the Taiwan stock market are momentum traders. Second, there exist the momentum effects on Taiwanese companies held by foreign investors. Third, investors, following foreign investors’ information such as the change rate and the level of foreign investors’ holdings, can earn positive abnormal returns. Keywords: Foreign investors, Momentum, The three-factor model |
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TEST OF A MEDIATING MODEL LINKING SERVICE QUALITY AND BEHAVIOR INTENTION 紀信光 南華大學管理科學研究所助理教授 章孟宸 逢甲大學商學研究所博士生 余秋慧 南華大學管理科學研究所碩士生 Hsin-Kuang Chi Graduate of the Institute of Management Sciences Nanhua University, Assistant Professor Meng-ChenChang Graduate of Program in Business Feng Chia University, Ph. D. Student Chiou-Huei Yu Graduate of the Institute of Management Sciences Nanhua University, Master Student 摘要 隨著資訊科技的發達，行動通信普及率高達106%的情況下，行動通信費率則隨著競爭激烈而降價。為獲得更多收益，行動業者便積極開發行動加值服務這項新穎服務。因此，本研究係針對行動加值服務，探討顧客知覺價值與顧客滿意度在服務品質與行為意向中是否具有中介影響，以釐清服務品質與行為意向之關係。研究對象為使用過行動加值服務的消費者，採用網路問卷調查法來進行便利抽樣，共有207樣本參與回答問卷。 結果顯示顧客知覺價值與顧客滿意度對行動加值服務扮演關鍵性中介角色，表示服務品質不能直接的影響行為意向，若欲有效提升行為意向，必須創造顧客知覺價值與增強顧客滿意度為首要。在研究總效果分析中，以顧客知覺價值的總效果值為最高，再次顯示出顧客知覺價值的相對重要性。當顧客知覺行動加值服務具有愉樂效果並對生活帶來實用性時，提升顧客所認知的消費價值，將有效的提升顧客後續對公司有利之行為（如推薦意願、再購意願及注意相關活動等）。 關鍵詞：行動加值服務、服務品質、顧客知覺價值、顧客滿意度、行為意向 |
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ABSTRACT Due to the rapid development of information technology and the rapid increase of mobile communication popularity rate to 106%, the mobile communication rate has been reduced along with these trends. In order to obtain more revenues, the mobile industry has to develop more the mobile value-added services to their mobile communication services. Therefore, this study aims to investigate the mediating effects of customer value and customer satisfaction in mobile value-added services. A total of 207 mobile communication service subscribers responded the questionnaire. The results indicated that customer perceived value and customer satisfaction played a crucial mediating role in mobile value-added services. It indicated that service quality can’t direct influence behavior intentions. The foremost thing is the creation of customer perceived value and increase of customer satisfaction. The results showed that customer perceived value has the highest value in the total effect analysis. It suggests that the customer perceived value is relatively important. When consumer perceived mobile value-added services have the cheerful effect and bring the practicability in the life, it will promotes the customer perceived value and effectively increases customers’ advantageous behaviors (e.g. willingness to recommend and intention to repurchase) in the future. Keywords: Mobile Value-Added Services, Service Quality, Customer Perceived Value, Customer Satisfaction, Behavior Intention |
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THE ANTECEDENTS OF GUANXI－AN EMPIRICAL STUDY OF TAIWANESE FIRMS IN MAINLANDCHIN 潘偉華 國立雲林科技大學企業管理系 翁正忞 僑光技術學院國貿系 Wei-Hwa Pan Department of Business Administration National Yunlin University of Science and Technology Jeng-Min Wong Department of International Trade Overseas Chinese Institute of Technology 摘要 受到華人傳統集體文化因素的影響以及中國經濟改革之體制因素的衝擊，在中國大陸市場上華人關係（guanxi）的建構、發展、維護與運用普遍受到企業重視。本研究從建構華人關係的角度，針對公司能力、策略取向、進入模式等因素，探討它們對於外商在中國之華人關係網路連結程度之影響效果，藉此提供企業在運用華人關係經營大陸市場時之參考。 本研究以102家赴大陸投資的台商為對象進行實證研究，研究結果發現：1.採取探勘者策略的台商對水平華人關係（B2B）與垂直華人關係（B2G）都產生較大的依賴，而呈現較高的連結程度；2.技術能力強的台商對水平華人關係與垂直華人關係都產生較大的依賴，而呈現較高的連結；3.管理能力強的台商只對水平華人關係的依賴程度較低，而呈現較低的連結程度；4.以獨資模式進入的台商對水平華人關係與垂直華人關係的依賴程度都較低，而呈現較低的連結程度。另外，某些策略取向與公司能力之交互作用效果，也影響到公司能力對華人關係連結的影響程度。基於實證所顯示的關聯性，本研究建議台商必須衡量企業本身的不同能力優勢並?選策略取向，以便建構有效的華人關係網路。 關鍵詞：公司能力、策略取向、進入模式、華人關係 |
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ABSTRACT Owing to the influence of traditional collectivistic culture and institutional impact of resent economic transition in China, issues of guanxi building and utilization have become increasing important and pervasive for the firms operating in China. The research will apply a guanxi building perspective to explore the effects of firm competences, strategic orientation, and entry model on the foreign investor’s guanxi network relationship in China. 102 valid questionnaires were collected from the Taiwanese manufacturers in mainland China. The empirical study finds that 1. when enterprises adopted the prospector strategy, they will prefer to construct a higher lever of both B2B and B2G guanxi network relationship. 2. when enterprises had excellent technique, they will prefer to construct a higher lever of both B2B and B2G guanxi network relationship.3. when enterprises had excellent managerial capability, they will prefer to construct only a lower lever of B2B guanxi network relationship. 4. when enterprises adopted the wholly owned entry model, they will prefer to construct a lower lever of both B2B and B2G guanxi network relationship. Besides, this study also finds the interaction effects between strategic orientations and firm competences on the utilization of guanxi. Therefore, the research suggests Taiwanese enterprises investing in China must highlight the firm’s competences and strategic orientation in order to construct and develop an effective guanxi network relationship in China. Keywords: firm competences, strategic orientation, entry model, guanxi |
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