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不當督導、建設性變革責任感與改變導向組織公民行為之關聯性分析：
探討領導－成員交換關係的調節角色

THE RELATIONSHIPS AMONG ABUSIVE SUPERVISION, FELT RESPONSIBILITY FOR CONSTRUCTIVE CHANGE, AND CHANGE-ORIENTED ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE MODERATING ROLE OF LEADER-MEMBER EXCHANGE

何瑞枝

國立臺中科技大學資訊管理系副教授

羅張瓊誼

國立臺中科技大學資訊管理系助理教授

Jui-Chih Ho

Associate Professor, Department of Information Management,
National Taichung University of Science and Technology

Chiung-I Chang

Assistant Professor, Department of Information Management,
National Taichung University of Science and Technology

摘要

本研究採用社會交換理論的觀點，探討不當督導如何抑制部屬的改變導向組織公民行為（OCB），並檢驗建設性變革責任感的中介效果，以及領導成員交換關係（LMX）的干擾效果。以台灣地區企業的全職員工及其直屬主管為調查對象，總計回收270份部屬及其主管之配對資料，並透過階層迴歸分析和建立調節式中介模型（moderated mediation model）來進行假說檢驗。研究結果支持本研究所有假說。結果顯示，不當督導與部屬改變導向OCB有負向關係，且建設性變革責任感會中介上述效果。此外，我們發現LMX會干擾不當督導與建設性變革責任感的關係，並干擾不當督導與改變導向OCB的中介效果。最後，本研究提出研究意涵與未來建議之討論。

關鍵字：不當督導、改變導向組織公民行為、建設性變革責任感、領導－成員交換關係

ABSTRACT

We used social exchange theory to examine the meditating effect of felt responsibility for constructive change and the moderating effect of leader member exchange (LMX) on the relationship between abusive supervision and subordinates’ change-oriented organizational citizenship behavior (OCB). Data were collected from 270 full-time employees and their immediate supervisor in Taiwan. We conducted a series of hierarchical regression and developed a moderated mediation model to test our hypotheses. Results indicated that abusive supervision was negatively related to subordinates’ change-oriented OCB. In addition, felt responsibility for constructive change mediated the relationship between abusive supervision and change-oriented OCB. Moreover, LMX moderated the relationship between abusive supervision and felt responsibility for constructive change, and also moderated the indirect relationship between abusive supervision and change-oriented OCB through felt responsibility for constructive change. Some academic and managerial implications were discussed.

Keywords:  Abusive Supervision, Change-Oriented Organizational Citizenship Behavior, Felt  Responsibility for Constructive Change, Leader-Member Exchange

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臺灣國際旅遊貿易的問題與展望

PROBLEMS AND PERSPECTIVE ON INTERNATIONAL TRADE IN TOURISM OF TAIWAN

董佳昕

國立中興大學應用數學系行政組員

紀沛妤

國立中興大學應用經濟學系博士生

魏中瑄

國立臺中科技大學財務金融系副教授

Chia-Hsin Tung

Administration Staff, Department of Applied Mathematics,
National Chung Hsing University

Pei-Yu Chi

Ph.D. Student, Department of Applied Economics,
National Chung Hsing University

Chung-Hsuan Wei

Associate Professor, Department of Finance,
National Taichung University of Science and Technology

摘要

過往分析臺灣國際旅遊多為單向觀察外籍觀光客來臺入境（inbound）或國人出境旅遊（outbound）人次，無法充分觀察臺灣與其他國家間整體的旅遊互動情況，需同時考慮雙向旅遊人次及消費金額才可以更全方面地分析兩國間的國際雙向旅遊差異。本研究為首篇將以往運用於分析貨品貿易之雙向依賴指數應用於臺灣與11個特定對手國間之旅遊服務業貿易，利用旅遊收入、支出總金額計算出雙向依賴指數，觀察臺灣與對手國之旅遊服務業貿易緊密程度。再近一步將旅遊貿易型態拆解為水平、垂直貿易型態。由實證結果顯示，2011年至2015年間共20季，臺灣與中國大陸之旅遊服務業貿易緊密程度最高；與日本之旅遊服務業貿易緊密程度則是年年降低，代表臺灣與日本間的旅遊服務業貿易緊密程度逐年減少。貿易型態拆解方面，臺灣與特定對手國間以雙向貿易為主，雙向貿易中又以垂直式為主，而垂直式中又以垂直式低品質比例較高，代表臺灣旅遊服務業貿易型態之發展與國際旅遊雙向垂直式趨勢相似，但在旅遊品質上卻仍有相當大的進步空間。

關鍵字：產業內貿易、貿易型態拆解、旅遊服務業

ABSTRACT

Empirical investigation of Taiwan's international tourism used to focus on one one-way tourism trade, which means previous studies only put emphasize on inbound or outbound tourism to Taiwan. Therefore, the results cannot fully understand the overall tourism interaction among Taiwan and other countries. It is necessary for evaluating the international tourism development in Taiwan in a more comprehensive way to analyze the number of arrivals in two-way tourism trade and the bilateral tourism receipts. This can be the first study explores the trade in tourism service in Taiwan and its 11 partner countries. This study also utilizes the total amount of international tourism receipts to estimate two-way dependency index, the estimated results can explain the interactive level of Taiwan and its partner countries. Besides, the results of dependency index can be decomposed into horizontal and vertical trading patterns for the further investigation in this study. During the observation period between 2011-2015, the dependency index of tourism trade between Taiwan and China are the highest off all. However, the dependency index between Taiwan and Japan is gradually decrease year by year, which means the interactive level of trade in tourism service is decreasing. In terms of decomposition of trade pattern, most of the trade patterns of Taiwan and its specific partner countries are tend to be two-way vertical trade, and the low quality vertical trade is relatively higher. The result indicates the development of Taiwan's trade pattern in tourism service is similar to the trend of international tourism, and there is still considerable progress in the quality improvement of tourism.

Keywords:  Intra-Industry Trade, Trade Pattern Decomposition, Tourism Industry

回目錄

以商展社會支持策略觀點
－探討原料藥供應商對生技製藥廠社會資本與忠誠度之關聯性研究

THE TRADE SHOW’S SOCIAL SUPPORT PERSPECTIVE - EXAMINING THE RELATIONSHIP BETWEEN SOCIAL CAPITAL AND LOAYLTY BASED ON BIOTECHNOLOGY PHARMACEUTIAL MANUFACTURERS AND RAW MATERIAL SUPPLIERS

謝佳宏

銘傳大學企業管理學系助理教授

陳素芬

朝陽科技大學產業策略發展博士班

江季芸

銘傳大學企業管理學系助理教授

Chia-Hung Hsieh

Assistant Professor, Department of Business Administration,
Ming Chuan University

Hui-Wen Cheng

Director, Department of Business Development,
PharmaCore Bio-Tech Co.

Chi-Yun Chiang

Assistant Professor, Department of Business Administration,
Ming Chuan University

摘要

為了用藥安全，製藥法規以及環境更加嚴謹，相對的，生技製藥產業必須投入更多的成本，國內市場需求已無法再滿足其需求，出口是勢在必行的，透過商展行銷，為一個重要的選擇。過去相關文獻對商展中重視顧客關係建立有助於提升購買意願及忠誠度，但是探討生技製藥廠於商展的社會支持、原料藥供應商的社會資本認知及忠誠行為之間的互動關係卻缺乏關注。因此，本研究為了補足上述研究缺口探討生技製藥廠對原料藥供應商忠誠度之影響因素，以社會支持、社會資本與忠誠度等理論為基礎，提出模型架構。

本研究資料的蒐集採問卷調查方式進行，以世界製藥上海原料展及台灣生技展的原料藥供應商為主要研究對象，有效樣本數為170份，使用線性結構方程式來檢驗研究假說。最後，本研究結果發現：（一）生技製藥廠商展的社會支持（社交性、工具性及資訊性）對商展的社會互動關係存在正向影響；（二）商展的社會互動關係對信任及共享價值亦存在正向影響，並具有中介效果；（三）商展的信任與共享價值對忠誠度存在正向影響。

關鍵字：社會支持、社會資本、生技製藥廠、原料藥供應商、忠誠度

ABSTRACT

In order to improving drug safety, the government has restrained the drug regulation and environment severely, it therefore leads a cost increase for the biotechnology pharmaceutical manufacturers. Since the domestic drug demand could not meet the biotechnology pharmaceutical manufacturers’ expectation, these manufacturers intent to expand overseas markets. The trade shows seem good choice to contact the potential foreign customers. Previous studies indicate that customer relationship management is helpful for purchase intention and loyalty. However, seldom studies have focused on how biotechnology pharmaceutical manufacturers’ social support could affect the raw material suppliers’ social capital and loyalty behavior under the trade show context. To examine the research gap, this study established a research model based on the theories of social support and social capital to explore the loyalty relationship between biotechnology pharmaceutical manufacturers and raw material suppliers.

To collect research data, the researchers of this study delivered questionnaires to raw material suppliers that participated the trade shows of CPHI Shanghai and Bio Taiwan. The researchers collected 170 valid samples and then used SEM to verify the hypotheses. Finally, the main findings of this research were summarized as follows: (1) The biotechnology pharmaceutical manufacturers’ social support (socializing, instrumental, and informational supports) had positive effect on social interaction relationship. (2) The social interaction relationship had positive effects on trust and shared value, besides these relationships also showed mediating effect. (3) Trust and shared value had positive effects on raw material suppliers’ loyalty.

Keywords:  Social Support, Social Capital, Biotechnology Pharmaceutical Manufacturers, Raw Material Suppliers, Loyalty

回目錄

應用Google Analytics掌握學生來源

APPLYING GOOGLE ANALYTICS TO EXPLORE STUDENT SOURCES

蔡雅芳

中山醫學大學醫療產業科技管理學系教授
中山醫學大學附設醫院醫管部顧問

黃景揚

中山醫學大學醫學研究所兼任助理教授
中山醫學大學附設醫院健康數據科學中心主任

曹昌堯

中山醫學大學醫學系教授兼副校長
中山醫學大學附設醫院醫療品質部副院長

呂克桓

中山醫學大學醫學系教授兼校長
中山醫學大學附設醫院兒童部主治醫師

陳詩潔

中山醫學大學公共衛生學系教授
中山醫學大學附設醫院家庭醫學科顧問

Yafang Tsai

Professor, Department of Health Policy and Management,
Chung Shan Medical University
Consultant, Department of Medical Management,
Chung Shang Medical University Hospital

Jing-Yang Huang

Assistant Professor, Institute of Medicine,
Chung Shan Medical University
Director, Center for Health Data Science,
Chung Shan Medical University Hospital

Thomas Chang-Yao Tsao

Professor & Vice President, School of Medicine,
Chung Shan Medical University
Vice Superintendent, Department of Medical Quality Management,
Chung Shan Medical University Hospital

Ko-Huang Lue

Professor & President, School of Medicine,
Chung Shan Medical University
Medical Doctor, Department of Pediatrics,
Chung Shan Medical University Hospital

Szu-Chieh Chen

Professor, Department of Public Health,
Chung Shan Medical University
Consultant, Department of Family Medicine,
Chung Shan Medical University Hospital

摘要

由於少子化趨勢，許多大學尤其是科技大學面臨招生的挑戰。網際網路的發達以及網路社群媒體的盛行，讓傳統的招生模式面臨挑戰。本研究以某醫學大學A，B兩學系為研究對象，應用Google Analytics收集個案學系系學網頁訪客的瀏覽行為資訊，並分析這些訪客的行為特質，作為學系研擬招生行銷策略之參考。A學系資料收集期間自2019/2/25-2019/3/21，以及2019/3/22-2019/05/16止。B學系資料收集期間自2018/2/26-2018/3/22，以及2018/3/23-2019/05/16止。研究結果發現：A與B學系網頁訪客探訪的網頁內容著重在課程設計、科目學分、師資介紹、相關證照與最新消息。訪客停留學系網頁時間最久為：學生榮譽、競賽活動。個案學系學生以女性居多，網頁訪客也以女性居多。訪客年齡大都為18-24歲，以年輕族群居多。訪客居住區域以中壢、桃園與彰化居多。訪客興趣取向以旅遊和教育居多。建議學系未來在系網頁的設計，可以強化訪客所關心的課程設計、師資以及學生榮譽等的介紹。

關鍵字：校務研究、網路行銷、招生策略、Google Analytics

ABSTRACT

Due to the trend of declining birthrate, the universities in Taiwan are facing the challenge of enrollment. The development of the internet and the prevalence of online social media have changed people’s consumption behavior, which also challenges the university’s traditional enrollment strategy. This study used two departments of a medical university in Taiwan as a research object, and used Google Analytics to collect behavior information of these two departments’ webpages. The data collection period was from 2019/2/25-2019/05/16 and 2018/3/23-2018/5/16. The content of the webpage seen by the visitors to these two departments focuses on curriculum design, subject credits, teacher introduction, relevant licenses and latest news. The students in these two departments were mostly female, and the number of visitors who the websites were also mostly female. Visitors were mainly 18-24 years old and 25-34 years old. The majority visitors were lived in Zhongli, Changhua, Hsinchu and Taoyuan. The visitors were mostly interested in the education and tourism websites. We recommend that to make the curriculum more interesting and useful for the students. That should be a re-design of the department future webpages.

Keywords:  Institutional Research, Internet Marketing, Enrollment Strategy

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