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探討美容醫學潛在顧客其知覺價值之影響因素
AN EXPLORATION OF FACTORS INFLUENCING THE POTENTIAL CUSTOMERS’ PERCEIVED VALUE IN AESTHETIC MEDICINE

廖國勛

大漢技術學院流通與行銷管理系助理教授

陳筱華

國立東華大學企業管理系副教授

周雅雪

國立東華大學企業管理系碩士

Kuo-Hsun Liao

Assistant professor, Department of Logistics and Marketing Management,
Dahan Institute of Technology

Sheau-Hwa Chen

Associate Professor, Department of Business Administration,
National Dong-Hwa University

Ya-Syue Jhou

Master, Department of Business Administration,
National Dong-Hwa University

摘要

目的：美容醫學這幾年來變得越來越重要的原因是因為顧客涉入產品及服務的程度極高。本研究旨在調查潛在顧客對於知覺價格，知覺風險，知覺犧牲，知覺品質和知覺價值的看法。美容醫學的發展已經改變消費者購買此服務之需求與習慣。

方法：在台灣，美容醫學屬於私人消費行為，本研究採用問卷調查的方式收集有意願者的資訊。本研究諮詢了328位美容醫學的潛在消費者。

發現：實證結果指出，價格仍然是影響價值的主要因素；它還透過知覺品質的中介來影響知覺價值。此外，知覺價格也透過知覺犧牲和財務風險的中介來影響知覺價值。然而，知覺品質對知覺風險沒有顯著影響，而且績效風險對品質和價格之間也沒有中介影響。

限制：本研究認為研究人員應該考慮價格和風險因素在不同產業之影響，並建議為來應針對美容學的實際顧客進行研究。

關鍵字：美容醫學、知覺價格、知覺品質、知覺犧牲、知覺風險、知覺價值

ABSTRACT

　　Purpose. As the process of customers involved in products and services is extremely high, the importance of aesthetic medicine to consumers is increasing. The aim of this research is to investigate the perceptions of potential customers' perceived price, perceived risks, perceived sacrifices, perceived quality and perceived value. The development of aesthetic medicine has changed the needs and habits of consumers to purchase this service.

　　Methodology. This study used questionnaire survey to collect information with the consideration that medical cosmetology is regarded as private consumer behavior in Taiwan. This paper inquires into 328 consumers of aesthetic medicine.

　　Findings. The empirical result indicated that the main element that influences the value is still price; it also affects perceived value with the mediate of perceived quality. In addition, it influences perceived value with the mediation of perceived sacrifice and financial risk. However, perceived quality does not have remarkable effect on perceived risk and performance risk does not mediate the connection between the quality and the price.

　　Research limitations. This paper proposes researchers should consider the effect of the price and risky elements in different industries and conduct further research on actual customers of aesthetic medicine.

Keywords: Aesthetic Medicine, Perceived Price, Perceived Quality, Perceived Sacrifice, Perceived Risks, Perceived Value

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非傳統電子教科書組織之動態能力研究－以HS科技為例

STUDY OF NON-TRADITIONAL DIGITAL TEXTBOOK ORGANIZATION’S DYNAMIC CAPABILITIES BASED ON HS TECHNOLOGY

林倫全

中正大學企管所策略管理組博士生

許嘉文

中正大學企業管理系教授

Lun-Chuan Lin

Ph. D. Student, Department of Business Administration,
National Chung Cheng University

Chia-Wen Hsu

Professor, Department of Business Administration,
 National Chung Cheng University

摘要

　　過去對電子教科書，鮮少以管理角度探索新進入的組織需具備何種動態能力以及需要培養或累積什麼資源，方能在既有廠商長期主導的環境中生存。本文研究目的為：(1)以資源基礎及動態觀點探討非傳統電子教科書業者所具備的能力；(2)建構非傳統電子教科書組織動態概念化架構和理論性命題。本研究挑選出具有代表性的非傳統電子教科書廠商為研究對像。經由半結構式深度訪談及紮根理論的分析方法，發展出五個動態能力關聯性的相關命題：(1)對非傳統電子教科書組織而言，創新能耐、資源開發能耐及商業化能耐為主要的專屬資產。而組織也必須擁有互補性資產，才能將專屬資產轉化為市場競爭力。(2)非傳統電子教科書組織需要透過合作、擁有某項技術優勢及資金資源的取得能力，才能獲得市場競爭力。(3)非傳統電子教科書組織必須具備移動性能力才能產生持久的市場競爭力。(4)吸收能力、靈活能力及調整能力組成非傳統電子教科書組織的動態能力，並且是一種互動的動態關係。(5)非傳統教科書廠商的移動性能力轉化自動態能力。做為非傳統電子教科書新進組織者在實務運作及後續理論研究的參考。

關鍵字：能力、動態要素、電子教科書

ABSTRACT

　　In the past, digital textbooks were rarely explored from a management perspective to discover what kind of dynamic capabilities and what type of resources new organizations need to cultivate or accumulate in order to survive in a market dominated by existing suppliers. The purpose of this research is (1) to explore the capabilities possessed by non-traditional digital textbook suppliers from the perspective of resources and dynamic elements, and (2) to construct conceptual structures and theoretical propositions for non-traditional textbook organizations. The researchers selected leading non-traditional digital textbook suppliers as research subjects. After two rounds of in-depth interviews, textual analysis, and decoding based on grounded theory, the researchers constructed five propositions related to dynamic capabilities and elements of operational references for new non-traditional textbook organizations. (1) Innovation, resource development, and commercialization are the main exclusive assets for non-traditional digital textbook organizations. However, these organizations also require complementary assets to be able to convert exclusive assets into market competitiveness. (2) Non-traditional digital textbook organizations must collaborate with others, possess a technical advantage, and have the ability to secure funding to achieve market competitiveness. (3) Non-traditional digital textbook organizations must possess mobility to create lasting market competitiveness. (4) Absorptivity, flexibility, and adjustability make up the dynamic capabilities of a non-traditional digital textbook organization, and the relationship between those capabilities and the organization is interactive. (5) The mobility of a non-traditional digital textbook organization is converted from its dynamic capabilities. The above propositions are references for non-traditional digital textbook organizations during actual operations and future theoretical research.

Keywords:  Capabilities, Dynamic Elements, Digital Textbooks

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工作壓力、幸福感、組織承諾與離職傾向關聯之研究－以國軍軍士官為例

THE RELATIONSHIP AMONG JOB STRESS, WELL-BEING, ORGANIZATIONAL COMMITMENT AND TURNOVER INTENTION - A CASE STUDY OF OFFICERS AND SERGEANTS

陳銘薰

國立臺北大學企業管理學系教授

黃新龍

國立臺北大學企業管理學系博士班

Ming-Shiun Chen

Professor, Department of Business Administration,
National Taipei University

Shin-Lung Huang

Ph. D. Student, Department of Business Administration,
National Taipei University

摘要

　　本研究探討工作壓力、幸福感、組織承諾與離職傾向之間的關係，並分析幸福感與組織承諾的中介角色；研究對象為國軍軍（士）官，共獲得994份有效問卷，本研究運用迴歸分析方法檢驗假設，研究發現工作壓力與離職傾向具有正向關係，且幸福感與組織承諾會中介工作壓力與離職傾向之間的關係。根據本研究結果，提供國軍管理部門建議，最後，針對理論與實務意涵、研究限制、未來研究方向進行討論。

關鍵字：工作壓力、幸福感、組織承諾、離職傾向

ABSTRACT

　　This study aims to examine the relationship among job stress, well-being, organizational commitment, and turnover intention and explore the mediating role of well-being and organizational commitment. Officers and sergeants were the research object, and 994 effective surveys were obtained. We used regression analysis to test hypotheses. Results showed that job stress was positively related to turnover intention, and well-being and organizational commitment mediated the relationship between job stress and turnover intention. According to the results, this study provides some suggestions for national military management. Finally, further theoretical and practical implications, limitations and future research were discussed.

Keywords:  Job Stress, Well-being, Organizational Commitment, Turnover Intention

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專利數、自我專利引證數與相對專利定位對公司獲利性影響之研究－專利分析之觀點

THE INFLUENCES OF PATENT COUNTS, SELF-CITATIONS, AND RELATIVE PATENT POSITION UPON CORPORATE PROFITABILITY - THE PERSPECTIVE OF PATENT ANALYSIS

陳宥杉

國立臺北大學企業管理系教授兼系主任、副院長

李景如

國立臺北大學企業管理系博士候選人

王　翠

國立臺北大學企業管理系博士候選人

林書賢

國立臺北大學企業管理系博士候選人

陳銘薰

國立臺北大學企業管理系教授

陳永承

國立臺北大學企業管理系博士候選人

楊豫晉

國立臺北大學企業管理系碩士生

Yu-Shan Chen

Professor, Chair, Associate Dean, Department of Business Administration,
National Taipei University

Chin-Ju Lee

Ph.D. Candidate, Department of Business Administration,
National Taipei University

Cui Wang

Ph.D. Candidate, Department of Business Administration,
National Taipei University

Shu-Hsien Lin

Ph.D. Candidate, Department of Business Administration,
National Taipei University

Ming-Shiun Chen

Professor, Department of Business Administration,
National Taipei University

Yung-Cheng Chen

Ph.D. Candidate, Department of Business Administration,
National Taipei University

Yu-Chin Yang

Master, Department of Business Administration,
National Taipei University

摘要

　　本研究以專利分析探討美國製藥公司之獲利性，並以人工類神經網絡的方式進行分析，探討專利數（Patent Counts）、自我專利引證數（Self-Citations）與最重要技術領域之相對專利定位（Relative Patent Position of Most Important Technology）對公司獲利性之影響。本研究三個研究假說均獲支持，因此最重要技術領域之相對專利定位會對公司獲利性產生正向影響，而專利數與自我專利引證數會對公司獲利性產生倒Ｕ型影響，故美國製藥業公司若想要提升公司獲利性的話，應提高其最重要技術領域之相對專利定位，並調整其專利數與自我專利引證數至最適點。

關鍵字：專利數、自我專利引證數、最重要技術領域之相對專利定位、每股盈餘

ABSTRACT

　　This study uses patent analysis to explore the corporate profitability of the American pharmaceutical companies by use of artificial neural network (ANN). Besides, this paper explores the nonlinear influences of patent-counts, self-citations, relative patent position upon corporate profitability of the American pharmaceutical companies. The results show that relative patent position of most important technology has a nonlinearly and monotonically positive influence upon the corporate profitability. However, patent counts and self-citations have inverse U-shaped influences upon corporate profitability. Therefore, if the American pharmaceutical companies want to enhance their profitability, they should enhance their relative patent position in their most important technological fields and adjust their patent counts and self-citations to the optimal points.

Keywords:  Patent Counts, Self-Citations, Relative Patent Position of Most Important Technology, EPS

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