林彣珊、許應哲、黃馨儀

何應欽、范良楨

林如貞

曾信超、黃先鋒

范惟翔、葉上葆、張瑞鉉

李春長

柯承恩

蔡瑞煌

消費者採用網路平臺傳播購後訊息意圖之研究

A STUDY ON INVESTIGATING CONSUMER INTENTIONS TO ADOPT INTERNET PLATFORM FOR DISSEMINATING POST-PURCHASE OPINIONS　

林彣珊

國立嘉義大學資訊管理所助理教授

許應哲

國立嘉義大學生物事業管理所教授

黃馨儀

國立嘉義大學生物事業管理所研究生

Wen-Shan Lin

Assistant Professor, Department of Information Management 

National Chiayi University 

Ying-Chu Hsu

Professor, Department of Bio-industry and agribusiness administration 

National Chiayi University 

Hsin-I Huang

The Graduate Institute of Bio-industry and agribusiness administration 

National Chiayi University

摘要

　　依據網路行銷的相關文獻，口碑式行銷，或稱為病毒式行銷，被指為有效率的策略性行銷方式。此行銷方式鼓勵顧客做正負向的產品口碑傳播，以顧客的購後經驗為核心並由顧客主動反應購買、使用產品或服務後的經驗。然而，現有的口碑式網路行銷相關文獻多著重於研究網路口碑如何能影響消費者的購買行為或品牌忠誠度，對於影響消費者主動採用網路平台傳播購後訊息意圖的文獻仍缺乏。因此，本研究以顧客於實體通路購買經驗的滿意度和品牌信任觀點為基礎，並導入計畫行為理論（Theory of Planned Behavior，TPB），以國內生技化妝品產業為個案，採實證研究的方式研究並探討消費者主動採用企業網站平台傳播購後相關訊息意圖和影響因子。本研究總共收集535份有效問卷，在應用結構方程式和相關統計分析方法之後，實證分析之研究結果為：(1)消費者經由實體通路購買產品產生的滿意度，會間接透過品牌信任顯著影響上網傳播購後訊息動機。(2)消費者主動上網傳播購後訊息動機會正向顯著影響他們對該行為的態度。(3)相較於知覺行為控制和主觀規範，消費者對於主動上網傳播購後訊息態度會正向顯著影響他們對該行為的意圖。文末，本文並對未來研究機會和管理意涵提出相關建言和討論。　

關鍵詞：購後行為、顧客滿意度、品牌信任、口碑傳播、病毒行銷、計畫行為理論　

ABSTRACT

　　The online word-of-mouth marketing strategy, which is also known as viral marketing strategy, is denoted as an efficient method to conduct online marketing. It orients consumer to freely address positive or negative statements in the post-purchase process with regard to certain products or services. By reviewing these statements, new customers will be attracted on one hand; while dissatisfied customers’ complaints can be heard and improved by the companies on the other hand. Therefore, it is important to motivate customers to actively participate in disseminating post-purchase opinions through the Internet. In view of this, the research objective of this paper is to explore consumers’ intentions to adopt Internet for disseminating post-purchase opinions and to examine the influential factors that affect customer behavior from the perspectives of customer satisfaction and brand trust. The case study of biotechnological cosmetic industry in Taiwan is taken as the example. Theory of planned behavior is also employed to investigate consumers’ intentions to adopt Internet for disseminating post-purchase opinions. There are 535 valid questionnaires (82%) been collected. Results reveal three points: (1) Brand trust influences customers to actively express post-purchase opinions online. (2) Customers’ motivations with regard to disseminate post-purchase opinions online are statistically significant with relation to their attitude toward this behavior. (3) Customers’ intentions with regard to disseminate post-purchase opinions online are statistically significant with regard to their behavior. Future research opportunities and managerial implications are discussed and given in this paper.　

Keywords: Post-Purchase Behavior, Customer Satisfaction, Brand Trust, Word-of-Mouth Communication, Viral Marketing, Theory of Planned Behavior　

回目錄

夥伴關係型態對企業的能力、績效及機會之調節效果–以台灣資訊代工產業為研究對象

THE MODERATING EFFECTS OF PARTNERSHIPS ON THE BUSINESS CAPABILITIES, PERFORMANCES AND OPPORTUNITIES OF ODM COMPANIES IN THE IT INDUSTRY　

何應欽

中央大學工業管理所

范良楨

中央大學企業管理學系

Ying-Chin Ho

Institute of Industrial Management, National Central University

Liang-Chen Fan

Department of Business Administration, National Central University

摘要

　　本研究的主旨在探討資訊產業的ODM業者（Original Design Manufacturer，代工製造商）與其顧客（即系統公司）之間的夥伴關係與互動議題。首先由過去的文獻，吾人整理了六項會影響ODM業者與系統公司之間的互動和獲利的因素，來加以驗證分析，並將這六項因素分為能力、績效、和機會等三個構面，來建立研究架構模型。這六項因素包括：時間基礎的製造（Time-Based Manufacturing Practices，TBMP）能力、協同合作能力、市場績效、運籌績效、產品與製程創新、和未來商務機會等。本論文以台灣資訊產業的ODM業者為研究對象，來對下列的議題加以探討：(1)檢驗上述六個因素之間的相互關係與影響。(2)探討結構模型中所列舉的企業能力，是否會直接影響績效指標，進而影響到未來的商務機會。(3)探討不同型態的夥伴關係是否會影響ODM業者的能力、績效與機會。本研究發現上述的六個因素間之顯著的正面影響關係，例如：企業的協同合作能力與TBMP能力，皆直接影響到企業的市場績效與運籌績效，而且企業的運籌績效也顯著地影響其產品與製程的創新活動，以及未來的商務機會。本研究也發現夥伴關係型態對TBMP能力與運籌績效以及市場績效之間的調節效果最為顯著。另外，與系統公司有較高互動之夥伴關係的ODM業者，會從系統公司得到較多的支持。由此，吾人可確認夥伴關係在ODM業者與系統公司的互動有顯著的效益，因此ODM業者除了應積極建構其核心能力之外，也應注意和維護它與系統公司間的夥伴型態與競合關係，以確保長遠且互惠的合作關係。　

關鍵詞：夥伴關係、能力、績效、機會、代工製造商（ODM）　

ABSTRACT

　　In this study, we focus on the partnerships and interaction issues between systems companies and their ODMs (Original Design Manufacturers) in the IT industry. From the past literature, we collect six factors that might be able to influence the partnerships and interaction issues between systems companies and their ODMs. These factors include Time-Based Manufacturing Practices (TBMP) capabilities, collaboration capabilities, market performance, logistic performance, innovation opportunities and future business opportunities. These factors are categorized into three dimensions, i.e. capabilities, performances, and opportunities in the proposed model. The main issues investigated in this study include: (1) understanding the relationships and influences between these six factors, (2) investigating the effects of the business capabilities on business performances and opportunities, and (3) understanding the effects of partnerships on the market performance, logistic performance, innovation opportunities and future business opportunities. Some important findings of this study are summarized as follows. First, we find there are some positive relationships between the aforementioned factors. For example, it is found the TBMP capabilities and collaboration capabilities of ODM companies have direct and positive influence on their market and logistic performances as well as their innovation and future business opportunities. We also find that the moderating effects of partnerships on the path between TBMP and logistic performance and the path between TBMP and market performance are very significant. It is also found that ODM companies can have more supports from their systems companies if the partnerships with greater interactions can be established with their systems companies. This finding allows us to conclude that ODM companies not only need to focus on their core business capabilities, but also need to find the appropriate partnerships as well maintain good relationships with their system customers.　

Keywords: Partnerships, Capabilities, Performances, Opportunities, ODM Companies　

回目錄

品質管理活動與製造彈性能力對品質績效之關係研究–以台灣工具機廠商之實證探討

THE RELATIONSHIP BETWEEN QUALITY MANAGEMENT PROGRAMS AND MANUFACTURING FLEXIBILITY ABILITY: AN EMPIRICAL STUDY OF MACHINE TOOL MANUFACTURERS IN TAIWAN　

林如貞

龍華科技大學商學與管理研究所助理教授

Ru-Jen Lin

Assistant Professor, Graduate School of Business and Management, 

Lunghwa University of Science and Technology

摘要

　　本研究旨在整合品質管理及製造彈性研究領域，彙整相關研究論點，建構品質管理活動與製造彈性能力對品質績效之一對一影響關係；並針對台灣工具機產業資料利用因素分析及路徑分析法進行該關係模式之實證。本研究結果顯示：(1)台灣工具機廠商在特定品質管理活動的執行程度，對新產品彈性能力、產品組合彈性能力及產量彈性能力具有不同的正面影響關係；(2)台灣工具機廠商之新產品彈性能力及產量彈性能力對內部品質績效具有顯著負面的影響關係；而新產品彈性能力、產品組合彈性能力及產量彈性能力對外部品質績效具有顯著正面的影響關係。　

關鍵詞：品質管理、製造彈性能力、品質績效　

ABSTRACT

　　The purpose of this study is to integrate quality management and manufacturing flexibility, collect the related research issues, and to construct the one-to-one relationship between quality management programs, manufacturing flexibility, and quality performance. This study focuses on the Taiwan machine tool manufacturers to use the factor analysis and the path analysis to investigate the relationship model. The results indicate that, with few exceptions, most of quality management programs have positive impact on the three types of flexibility. The relationship between supplier management and new product flexibility was found to be insignificant, and computerization was found to have no impact on volume flexibility. But all three types of flexibility have positive impact on the external quality performance.　

Keywords: Quality Management, Manufacturing Flexibility, Quality Performance　

回目錄

內部行銷與組織效能之關連性–以組織承諾與工作滿意為中介變項

THE RELATIONSHIPS BETWEEN INTERNAL MARKETING AND ORGANIZATIONAL EFFECTIVENESS – THE MEDIATING EFFECTS OF ORGANIZATIONAL COMMITMENT AND JOB SATISFACTION　

曾信超

長榮大學經營管理研究所副教授兼EMBA執行長

黃先鋒

長榮大學經營管理研究所博士候選人

Hsing-Chau Tseng

EMBA Executive Director, Department of Business and Operation Management 

Chang Jung Christian University 

Hsien-Feng Huang 

Ph.D. Candidate, Department of Business and Operation Management 

Chang Jung Christian University 

摘要

　　本研究旨在探討內部行銷、組織承諾、工作滿意與組織效能之關係及其整體模式。並運用結構方程模式（SEM）來驗證各研究構面之間關係。本研究採問卷調查法，以新竹科學園區及台南科學園區內光電科技廠商之員工為問卷研究調查對象，問卷260份，有效樣本共146份，回收率為69.52%。研究發現內部行銷對組織效能影響最大，其次依序為工作滿意、組織承諾；內部行銷對組織效能之直接影響關係不顯著，需透過工作滿意及組織承諾等中介變數，來影響組織效能；內部行銷對工作滿意及組織承諾之直接影響關係顯著；組織承諾對組織效能之直接影響關係不顯著，需透過工作滿意中介變數來影響組織效能；工作滿意對組織效能直接影響效果最大，同時也是內部行銷及組織承諾影響組織效能的重要中介變數。　

關鍵詞：內部行銷、組織承諾、工作滿意、組織效能

ABSTRACT

　　The purpose of the research is to explore the relationships among internal marketing, organizational commitment, job satisfaction and organizational effectiveness. The data is analyzed by SEM model to measure the relation among the constructs. The study researched the members of optoelectronic technology industry employees in Hsin-Chu and Tainan Science-Based Parks by survey method, 146 copies of questionnaire were returned as valid, with an applicable rate of 69.52 %. The major findings of this research are as follows: The internal marketing is directly influences on organizational effectiveness insignificantly, through job satisfaction and organizational commitment affect organizational effectiveness. The internal marketing directly influences on job satisfaction and organizational effectiveness insignificantly, through job satisfaction and organizational commitment affect organizational effectiveness. The internal marketing directly influences on job satisfaction and organizational commitment significantly. The organizational commitment indirectly influences on organizational effectiveness insignificantly, through job satisfaction affect organizational effectiveness. The job satisfaction directly influences on organizational effectiveness mostly among all, the effects of the internal marketing and organizational commitment on organizational effectiveness.　

Keywords: Internal Marketing, Organizational Commitment, Job Satisfaction, Organizational Effectiveness　

回目錄

運用Fuzzy AHP探討台灣出版業書系發展之關鍵成功因素

APPLYING FUZZY AHP TO STUDY THE KEY SUCCESS FACTOR OF PUBLISHING BUSINESS DEVELOPMENT OF BOOK SERIES IN TAIWAN　

范惟翔

南華大學企業管理學系副教授

葉上葆

義守大學觀光事業學系副教授

張瑞鉉

南華大學企業管理學系博士生

Wei-Shang Fan

Associate Professor, Department of Business Administration, Nanhua University 

Shang-Pao Yeh

Associate Professor, Department of Tourism, I Shou University 

Ruei-Shiuan Chang

Doctoral Student, Department of Business Administration, Nanhua University　

摘要

　　書系經營的目標在於創造書籍長銷的可能，基本上並不妨礙暢銷書的形成，其原始的構想係試圖在擁擠的市場中相互集結與拉拔，形成顯著目標以立穩腳跟，不致與目標讀者錯失接觸的可能性。書系是台灣獨特的出版現象，但書系概念在書店改變陳列方式的作法下，面臨了鬆動的危機，基於上述，本研究運用FAHP法，針對能參與出版業高層決策之專業經理人進行調查與分析，試圖找出台灣出版業書系發展的關鍵成功因素，研究結果為(一)建立台灣出版業書系發展的關鍵成功因素指標之權重體系，由指標權重體系了解本研究六大標的構面與19項評估指標對台灣出版業書系發展的影響。(二)了解台灣出版業書系發展的關鍵成功因素指標權重值之意涵，權重值表示各項評估指標間的相對重要性程度，台灣出版業書系發展關鍵成功因素之六大評估標的構面中以「市場導向」（24.6%）的權重值為最大，而在整體排序中前五項重要指標分別為消費者需求（14.5%）、品牌形象（9.2%）、書系經理人（7.6%）、財務盈虧（6.9%）、品牌忠誠度（6.8%），本研究建立之評估模式具有數理統計基礎，可作為台灣出版業書系發展決策時整體與細部之重要參考依據，掌握成功的關鍵因素，妥善安排與規劃，以建立永續經營之利基。　

關鍵詞：書系、關鍵成功因素、模糊分析層級程序法　

ABSTRACT

　　The goal that the book series business in creating the possibility that long sell of the books, does not hinder the forming of the best seller basically, its primitive idea is to attempt to concentrate and draw each other in the crowded market, form the goal of showing in order to be established, it is unlikely to lose the possibility contacted with goal readers by mistake. Book series is unique publication phenomenon in Taiwan, proviso department concept is it display practice of way to change in bookstore, face the loose crisis, because of being above-mentioned, use FAHP law in this research, carry on the investigation and analyse to the professional manager participating in the decision of the senior level of publishing business, attempt to find out the key success factor of publishing business development of book Series in Taiwan, the result of study is (1) Set up the weight of the key success factor of publishing business development of book series in Taiwan, understand by indicator weight of this research six heavy literary composition surface and 19 assessment indicator to the influence of publishing business development of book series in Taiwan. (2) Understand the indicator weight meaning of the key success factor of publishing business development of book series in Taiwan, weight value shows the relative importance degree among every assessment indicator, the weight of the key success factor of publishing business development of book series in Taiwan, 'the market orientation' (24.6%) is the first.but in an order wholly indicator respectively is consumer demand (14.5%), brand image (9.2%), the manager of book series (7.6%), financial profit and loss (6.9%), brand loyalty (6.8%), This research set up assessment way have mathematical statistics foundation, can as publishing business book series whole and important reference basis of detail when the decision of developing in Taiwan, grasp the key success factor, make appropriate arrangements and plan, in order to set up the niche for managed to forever. 　

Keywords: Book Series, key Success Factor, Fuzzy Analytic Hierarchy Process　

回目錄

媒體資訊、搜尋成本、品牌形象對消費者委託房屋仲介業意願之研究

RESEARCH ON THE INFLUENCES OF MEDIA INFORMATION, SEARCH COST AND BRAND IMAGE ON CONSUMERS’ INTENTION TO AUTHORIZE REAL ESTATE BROKERAGE INDUSTRY　

李春長

國立屏東商業技術學院不動產經營系副教授

Chun-Chang Lee

Associate professor, Department of Real Estate Management 

National Pingtung Institute of Commerce　

摘要

　　本文主要利用線性結構方程模式（Structural Equation Model，SEM）來探討媒體資訊、搜尋成本、品牌形象、消費者態度對委託意願之影響。並以台灣高雄市之潛在消費者為調查對象。共寄出660份問卷，實際回收之有效問卷為305份，有效回收率為46.21%。研究結果顯示，整體理論模式配適符合可接受的適合度檢定水準，表示本研究的理論模型可獲得支持。媒體資訊、搜尋成本、品牌形象及消費者態度對委託意願有顯著的影響，而這些影響可透過中介機制或個別直接影響而形成。　

關鍵詞：房屋仲介業、搜尋成本、媒體資訊、品牌形象、委託意願　

ABSTRACT

　　This paper explores the influences of media information, search cost, brand image and consumer attitude on authorization intention mainly by linear structural equation model (SEM). The research targets are the potential consumers in Kaohsiung City of Taiwan as the targets. A total of 660 questionnaires were released and 305 valid questionnaires were retrieved. The effective response rate is 46.21%. The study shows that media information and search cost have significant effects on authorization intention and such effects are through mediating mechanisms. The effects of media information to authorization intention go via two paths. Media information affects authorization intention via brand image and attitudes of consumers. Media information also affects authorization intention via attitudes of consumers alone. However, brand image only affects authorization intention via consumers’ attitudes. Search cost can affect authorization intention. 　

Keywords: Real Estate Brokerage Industry, Search Cost, Media Information, Brand Image, Authorization Intention　

回目錄

個案教學與知識建構

CASE TEACHING AND KNOWLEDGE CONSTRUCTION　

柯承恩

國立臺灣大學會計學系暨電機學系教授

Chen-en Ko

Professor, Department of accounting and Department of Electronic Engineering 

National Taiwan University

摘要

　　個案教學成為國內大學院校商管學院這幾年積極推動的教學法。個案教學法實際上建立在學習發展的理論與實際教學經驗的整理，是科學知識與教學藝術的結合，而不只是一個方法。本文從經驗學習、參與式學習以及隱喻學習等三個方面來討論個案教學之所以成為重要教學方法的原因與發展。教師在採用個案教學時思考此三層面對於學生學習的意涵，將有助於發展具有創意的教學方法與風格。本文也對於未來個案教學如何進一步改善提出參考之建議。　

關鍵詞：個案教學、參與者中心教學法、管理教育、教學方法、隱喻學習　

ABSTRACT

　　In recent years, case teaching has become an increasingly important teaching methodology for business education in Taiwan. Case teaching is built on the theory of learning development and practical teaching effectiveness, which is not only a methodology but also a combination of scientific knowledge and art of teaching. This article elaborates on the learning effectiveness based on students’ experience development, class participation, and application of metaphor. Instructors could help students transform themselves from passive learners to active participants in the learning process by integrating these dimensions in designing and conducting case teaching.　

Keywords: Case Teaching, Participant-centered Teaching, Management Education, Teaching Methodology, Metaphoric Learning　

回目錄

個案教學之配套措施

COMPLEMENTARY ASSETS OF CASE TEACHING　

蔡瑞煌

國立政治大學資訊管理系

Rua-Huan Tsaih

Professor, Department of Management Information Systems 

National Chengchi University

摘要

　　個人的力量是不足以落實個案教學–若真要使得個案教學卓然有成，商學院勢必要投入相當之資源，以完備其配套措施。這些配套措施不只是要促使老師具備完整的個案教學技藝，還要確保學生的學習成效。　

關鍵詞：個案教學、商管教育、學習成效確保　

ABSTRACT

　　There is no way to fully implement the case teaching through individual efforts. To successfully pursue the case teaching, the College of Commerce should do its best to form a complete set of case teaching to deliver the learning assurance.　

Keywords: Case Teaching, Management Education, Learning Assurance

回目錄