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一、 |
林尚平、陳宥杉、雷漢聲、陳達仁、 |
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二、 |
陳銘薰、李祥銘 |
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三、 |
邱光輝、吳碧珠 |
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四、 |
黃營杉、王家福 |
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五、 |
個人化研討會發佈與推薦管理系統 |
楊豐兆、蔡維 |
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六、 |
商管教育個案方法中教學策略的思維步驟 |
李清潭 |
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七、 |
俞慧芸、周淑卿 |
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THE DEVELOPMENT AND FUTURE SUGGESTION FOR THE NATIONAL SCIENCE COUNCIL’S PROMOTIONAL MECHANISM OF UNIVERSITY-INDUSTRY COLLABORATIONS IN TAIWAN 林尚平 國立雲林科技大學企業管理系 陳宥杉 國立雲林科技大學企業管理系 雷漢聲 國立雲林科技大學企業管理系 陳達仁 國立台灣大學機械工程學系 黃銘傑 國立台灣大學法律學院 蔡渭水 國立嘉義大學管理學院 黃家齊 東吳大學企業管理學系 張克群 國立雲林科技大學企業管理系 Shang-Ping Lin Department of Business Administration National Yunlin University of Science and Technology Yu-Shan Chen Department of Business Administration National Yunlin University of Science and Technology Han-Sheng Lei Department of Business Administration National Yunlin University of Science and Technology Dar-Zen Chen Department of Mechanical Engineering National Taiwan University Ming-Jye Huang College of Law National Taiwan University Wei-Shui Tsai College of Management National Chiayi University Chia-Chi Huang Department of Business Administration Soochow University Ke-Chiun Chang Department of Business Administration National Yunlin University of Science and Technology 摘要 在科技環境快速的變遷及產業技術需求的轉變下，政府擬定許多產學合作計畫獎補助方案，希望促成產業界與學術界合作，以提昇整體研發能量。由於科技與產業環境的持續改變，各部會所推動的產學合作計畫與相關法規也面臨不同的結構性改變，有鑒於產學合作研究計畫涉及極為複雜的研發專業技術、產業動向及政府行政管理等面向，本研究檢視國科會產學合作運作模式，並分析技術移轉補助機制。此外，本研究進一步盤點國內相關部會之產學合作法規，希望將科技研發與產業發展需求緊密結合，促使大學基礎科學知識之產業價值化，並研擬產學合作之最佳運作模式，提供政府、各大專校院及產業界參考，期能有效提昇學術界及產業界之合作交流及績效。 關鍵詞：產學合作、政策、技術轉移 |
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ABSTRACT Under the rapid change of the technological environment and industrial demand, the government implements several promotional projects to support university-industry collaborations. Because university-industry collaborations are affected by complicated R&D activities, industrial innovation trends, and government regulations, this study wants to evaluate National Science Council’s mechanism for university-industry collaborations, and to analyze its supportive regulations for technology transfer. The purpose of this study is to promote the cooperation between industries and universities so as to enhance the commercialization of universities’ R&D outcomes, and to plan the best operation model for university-industry collaborations to provide the government, universities, and companies as reference in order to increase the performance of university-industry collaborations in Taiwan. Keywords: Industry-University Cooperation, Policy, Technology Transfer
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競選廣告可信度對候選人品牌權益及選民投票意願之影響－以正負面競選廣告為例 THE EFFECT OF POLITICAL ADVERTISING BELIEVABILITY ON CANDIDATE’S BRAND EQUITY AND VOTERS’ WILLINGNESS TO VOTE – FROM THE PERSPECTIVE OF POSITIVE AND NEGATIVE POLITICAL ADVERTISING 陳銘薰 國立台北大學企業管理學系研究所副教授 李祥銘 國立台北大學企業管理學系研究所博士 Ming-Shiun Chen Associate Professor, Department of Business Administration National Taipei University Hsiang-Ming Lee PhD., Department of Business Administration National Taipei University 摘要 競選廣告是選舉時不可或缺的策略，好的競選廣告可以幫助廣告贊助候選人提升形象，且能降低競爭對手的支持率。然而學者對於不同競選廣告的效益卻沒有一個共識。因此本研究的主要目的在於，透過不同競選廣告類型（正、負面廣告）來了解，不同廣告的可信度對於候選人的品牌權益（知覺品質、品牌形象）及投票意願間的因果關係，此外本研究也分析不同廣告策略對於廣告贊助候選人品牌權益及投票意願的影響效果。本研究以北區數所大學學生為例，共取得488份問卷（242份為正面形象廣告，246份為負面攻擊廣告）。經LISREL分析，研究結果顯示：不管在正面或負面競選廣告，廣告可信度、候選人的品牌權益及投票意願之間的關係均呈顯著正向線性關係。然而在廣告可信度對投票意願方面，正面廣告呈現不顯著但負面攻擊廣告為負向顯著。至於競選廣告類型對品牌權益影響方面，正面形象廣告對於廣告贊助候選人的品牌權益有較高的效果，且可以獲得較高的投票意願。 關鍵詞：廣告可信度、競選廣告策略、品牌權益、投票意願 |
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ABSTRACT The purpose of this study is to discuss the causal relationship between “Advertising Believability”, “Brand Equity”(Perceived Quality and Brand Image) and “Willingness to Vote” from different points of view of political advertisings (positive and negative political advertisings). In addition, this study also analyzes the effects of different advertising strategies upon “Party Identification”, “Brand Equity” and “Willingness to Vote”. The responses of 488 college students (242 positive and 246 negative) had drawn from several universities of northern Taiwan. The positive and negative advertisings show that the causal relationship between “Advertising Believability”, “Brand Equity” and “Willingness to Vote” have significant and positive linear relationships through LISREL. However, the relationship between “Advertising Believability” and “Willing to Vote” is not significant in positive advertising, but the negative advertising shows the negative relationship between “Advertising Believability” and “Willingness to Vote”. Besides, sponsors can increase more “Brand Equity” and “Willingness to Vote” from positive advertisings than using negative advertisings. Keywords: Advertising Believability, Political Advertising Strategy, Brand Equity, Willingness to Vote
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THE EFFECT OF PHYSICAL ATTRACTIVENESS ON RELATIONSHIP STRENGTH OF CROSS – GENDER INTIMATE SERVICE 邱光輝 國立台北大學企業管理學系副教授 吳碧珠 中國科技大學行銷流通管理系助理教授 Kuang-Hui Chiu Associate Professor, Department of Business Administration National Taipei University Pi-Chu Wu Assistant Professor, Department of Marketing and Logistics China University of Technology 摘要 本研究旨在探討服務業中，顧客與服務者跨性別一對一親暱接觸之關係強度。以美?業為對象，問卷調查法，根據327份美?服務者的資料，研究發現顧客與美?師同性別間的關係強度未若跨性別之顧客與美?師關係強度來得顯著，進一步分析男顧客與女美?師之關係強度構面中，其可信任性極為顯著，女性顧客對男美?師則在忠誠度構念顯著。但在加入外表吸引力此一調節變數之後則顧客性別及服務人員性別之主要效果並不顯著，顯示外表吸引力確實為重要之調節變數。亦即，外表吸引力在跨性別親暱關係上具重大之影響。 關鍵詞：關係強度、親暱關係、信任、可信任性、善意、承諾、顧客忠誠、跨性別、外表吸引力 |
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ABSTRACT This study aims to discuss the relationship strength of the one-to-one cross-gender’s intimate contact between the customer and provider in the service industry. The survey instrument was distributed to the customers of hair-dressing stores. Three hundred twenty-seven questionnaires were responded. This study finds that the relationship strength between customer and hairdresser with same gender is not as significant as the relationship strength between customer and hairdresser with cross-gender. And then, the dimensions of the relationship strength between male customer and female hairdresser are analyzed further, the result shows that the level of credibility is extremely significant. However, female customer’s loyalty towards male hairdresser is significant. After adding the moderating variable, physical attractiveness, the main effect is insignificant, showing that physical attractiveness is indeed an important moderating variable with the major impact on cross-gender intimate relationships. In other words, physical attractiveness had important impacts on Relationship of cross-gender intimate. Keywords: Relationship Strength, Intimate Relationship, Trust, Credibility, Benevolence, Commitment, Customer Loyalty, Cross-gender Dyad, Physical Attractiveness
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顧客對於服務業者處理抱怨後的評價：知覺公平、生氣、生氣特質與行為意圖間之關係 CUSTOMERS’ EVALUATIONS AFTER SERVICE PROVIDER’S COMPLAINT MANAGEMENT: THE RELATIONSHIPS AMONG PERCEIVED JUSTICE, ANGER, TRAIT ANGER AND BEHAVIORAL INTENTIONS 黃營杉 國立台北大學企業管理研究所教授 王家福 國立台北大學企業管理研究所博士候選人 Ing-San Hwang Professor, Graduate School of Business Administration National Taipei University PhD. Candidate, Graduate School of Business Administration National Taipei University 摘要 應用社會交換理論中公平的理念，本研究驗證抱怨者知覺公平與抱怨處理後行為意圖之間的關係，並探討生氣情緒和生氣特質在上述關係中的影響。本研究以半年內曾以E-mail向鐵路局抱怨服務的消費者為受測樣本，依據154份回收問卷資料進行迴歸分析，結果發現：若抱怨者知覺分配公平、互動公平、或程序公平的程度愈高，則抱怨者愈可能再購而且愈不可能進行負面口碑行為。本研究也發現生氣情緒對於上述關係具有部份中介效果，亦即當知覺分配愈不公平、或程序愈不公平、或互動愈不公平時，抱怨者就感到愈生氣，生氣情緒會引發他們進行負面口碑行為，但生氣情緒卻不會影響他們的再購行動。另外，抱怨者生氣特質對於知覺公平與抱怨處理後行為意圖之間的關係也具有部份干擾作用，亦即當知覺分配公平的程度愈低時，高生氣特質的個人，比起低生氣特質的個人，愈易進行負面口碑而愈不願再購；但知覺程序公平的程度愈低時，不同程度生氣特質之個人，進行負面口碑與不願再購的行為卻無差異；然而當知覺互動公平的程度愈低時，高生氣特質的個人，比起低生氣特質的個人，進行負面口碑的行為雖無差異，但卻愈不願採取再購行動。 關鍵詞：分配公平、程序公平、互動公平、生氣、生氣特質、中介效果、干擾作用 |
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ABSTRACT This study applied the concept of justice originated from social exchange theory to investigate the relationship between complainants’ perceived justice and their behavioral intentions after complaint management, and to explore the effects of anger and trait anger on this relationship. Those who with e-mail complaining experience to Taiwan Railway Administration in last 6 months were the samples of this study and were asked to answer the questionnaire by retrospective experience. Data were collected from 154 respondents and administered by regression analysis. The results indicate that complainants who experience higher level of distribution justice, procedure justice, or interaction justice are more likely to repatronize the service provider and are less likely to engage in negative word-of-mouth behavior. This study also reveals that anger is a partial mediator of the relationship above. Complainants will feel angrier when they perceived more distribution injustice, procedure injustice or interaction injustice, and that will urge them more likely to engage in negative word-of-mouth, but that will not affect their behaviors to repatronize the service provider. Besides, trait anger is also a partial moderator of that relationship. Complainants with high trait anger tend to more likely to engage in negative word-of-mouth and less likely to repatronize the service provider than those with low trait anger, while they perceived lower level of distribution justice. But there will be no difference between complainants with high trait anger and those with low trait anger to engage in negative word-of-mouth and to repatronize the service provider when they perceived lower level of procedure justice. While they perceived lower level of interaction justice, complainants with high trait anger will be same as those with low trait anger to engage in negative word-of-mouth but tend to less likely to repatronize the service provider than those with low trait anger. Keywords: Distribution Justice, Procedure Justice, Interaction Justice, Anger, Trait Anger, Mediation Effect, Moderation Effect
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A PERSONALIZED CONFERENCE ANNOUNCEMENT 楊豐兆 大葉大學資訊管理系 大葉大學資訊管理系 Feng-Chao Yang Department of Information Management, Da-Yeh University Wei Tsai Department of Information Management, Da-Yeh University 摘要 隨著網際網路日益普及化，使得資訊在網路上的流通變得非常頻繁，容易產生資訊超載（information overload）的問題。雖然目前搜尋引擎廣泛被應用來解決此問題，然而其幫助仍是有限，因此推薦系統孕育而生，用來幫助使用者更快更方便的獲得所需資訊。近年來，無論在企業或是學術界為了要讓員工或是學生以及想快速的獲取知識或經驗的人們，因此各類的演講、研討會、座談會便孕育而生，並且重要性也日趨受到重視，目前大部份主辦單位的做法是公佈在各個網站、海報張貼或者是以人工發送E-mail告知，這些做法無法有效率而且適切的讓使用者知道並且參加，損失了獲取各類知識的機會，亦即沒有做到自動化、適切性、主動推薦的功能。有鑑於此，我們將使用者個人化的資料儲存於資料庫，透過個人化推薦系統的精確分類，在主辦單位發佈各類型訊息的同時能立即知道多少使用者需要這類型的資訊，並且寄送E-mail，這讓使用者能有更多的時間專注工作或課業。本研究包含使用者介面、儲存庫、訊息服務推薦核心等三個模組。為使代理人開發過程能更具彈性與完整，本研究使用MaSE（multi-agent systems engineering，MaSE）方法論進行分析、設計與實作，訊息服務內容的規劃是遵循使用OWL-S規範。本訊息推薦系統具體貢獻如下：(1)運用知識本體於服務的搜尋機制：以知識本體為基礎的查詢，使用者可以更精確的取得服務；(2)以MaSE方法論實作代理人系統：藉由不同模型的組合搭配，使代理人系統可以很完整而且順利的完成實作；(3)整合各種工具與標準：本論文整合並且應用各種標準與工具進行主動式推薦系統的實作。由於各類服務在未來網際網路上的應用會越來越普遍，因此本研究在實際運用上有其前瞻性與必要性。 關鍵詞：訊息服務、智慧型代理人、推薦系統、MaSE、知識本體 |
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ABSTRACT As information becomes abundant and lacks of proper evaluation and management mechanism, the reuse of domain knowledge does not increase as we expected. With the development of software agents and ontology technology, users are able to obtain proper services and promote competitive advantages through the platform.The recommendation architecture of a recommender on system based knowledge ontology and intelligent agent contains user interface, database and core kernel modules.To enable agents to the process of developing a more flexible and complete, this study is used MaSE regardless doing analysis, design and implementation. Content of the message service is planning to follow the use of OWL-S norms.The contributions of this paper are (1) apply ontology-based search mechanism: users can obtain services precisely at a lower cost; (2) using MaSE methodology: the agent-based system can be implemented completely; (3) integration of several tools and standards: the system integrates and applies various tools and standards to implement this system. Finally, the system not only promotes the sharing of knowledge but also enforces the code reuse and reduces the cost of developing similar systems.As knowledge services will be more and more common in the future, this architecture that we propose has long vision and necessary to apply in the different domains. Keywords: Message Service, Intelligent Agents, Recommendation System, MaSE, Knowledge Ontology
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RETHINKING THE TEACHING STRATEGIES IN CMPCL OF BUSINESS EDUCATION 李清潭 國立中山大學企業管理學系教授 Professor, Business Management Department 摘要 本文針對商管教育的個案教學策略，包括教師當前的角色的議題等，提出一些現況的分析。首先的思維步驟，本文提出核心概念是，『教學本身也是一項學習，更是一項策略』，因而，教師可以有更寬廣的角色和教學功能。其次，關於具體行動的討論，本文建議教師可以運用具體的課前、課中和課後的設計。再者，本文進而探討，教師在個案教學中的行動反思，也比傳統教學更富彈性。最後，針對效果檢驗部分，本文發現未來必須突破的命題是：教學方法如何與標準協調一致？其次，個案教學的實際操作，自然會涉及人力資源和教學環境的改善要求！ 關鍵詞：個案方法和參與式學習、教學策略、商管教育
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ABSTRACT This paper tends to analyze the teaching strategy of the case-method in the business education, and the role of the teacher thereof. First, the core concept of this paper is “Teaching is a learning process itself, and creates a strategy also.” Thus, a teacher by the case-method shall have a wider role and function of teaching. Secondly, on the practical action, this paper suggests many strategic proposals for the teachers before, after and in the process of teaching. Furthermore, this work reviews the actions of a teacher by the case-method, and evaluates its flexibilities better than the traditional teaching. Finally, on the examination of the effects, this paper suggests the challenges for the CMPCL in Taiwan in the future. Practically, these challenges include the standardization of the case-method, the human resources, and the better environment of the CMPCL. Keywords: CMPCL, Teaching Strategy, Business Education
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WHY HARVARD BUSINESS SCHOOL IS HARVARD BUSINESS SCHOOL? – PARTICIPANT-CENTERED LEARNING OF MANAGEMENT EDUCATION 俞慧芸 國立雲林科技大學企管系副教授 周淑卿 國立雲林科技大學財務金融系助理教授 Hui-Yun Yu Associate Professor, Department of Business Administration National Yunlin University of Science and Technology Shuching Chou Assistant Professor, Department and Graduate Institute of Finance National Yunlin University of Science and Technology 摘要 個案教學在國內過去幾年蔚為風氣，究竟個案教學要達到什麼樣的目的？背後蘊含的是什麼樣的學習假設？老師在課堂上扮演的角色以及所需的技藝會有什麼樣的改變？本文從個案教學的理論基礎、教學活動的本質，以及傳統講授法與以參與者為中心教學法的比較，來揭開哈佛商學院在管理教育上得以卓然有成的神秘面紗。哈佛商學院之所以是哈佛商學院，或許有人以為是它歷史悠久，是它得天獨厚，招收的學生本來就非常優秀，但本文藉由深入了解哈佛商學院，在課程開發、教學演練、撰寫教案、以及培養發展老師的教學技藝上的投入以及制度設計，來凸顯以參與者為中心的學習法，對於管理教育的具體意涵。 關鍵詞：管理教育、個案教學、以參與者為中心學習法 |
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ABSTRACT Case teaching has become the trend over the past few years. What is the purpose of case teaching? Is there any hypothesis behind the case teaching? What kind of role played and skill required by instructor for case teaching? To answer these questions, this article develops analysis regarding the teaching theory, teaching activities and compares the difference between traditional teaching method and Participant-Centered Learning of Harvard Business School. The typical view on Harvard is its history and outstanding students. Our study contributes to provide more understanding of Harvard Business School on case teaching method, course design and teaching skill development from the perspective of Participant-Centered Learning. This article also provides some implication for management education in Taiwan. Keywords: Management Education, Case Teaching, Participant-Centered Learning |
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