Communications Journal of Management 96 年行梁 ( ) ( ) ( ) ( ) ( ) ( ) 良 ( ) ( ) 隆 ( ) ( ) ( ) 北林北路行梁立 (02) (02)

ISSN 1993-6516 Journal of Communications Management 8 1 96 年 3 領諾易例行聯易例行利數樂量理識兩 : 兩例行理論例理

Communications Journal of Management 96 年 3 8 1 行梁 ( ) ( ) ( ) ( ) ( ) ( ) 良 ( ) ( ) 隆 ( ) ( ) ( ) 北林北路行梁立 (02)2882-4564 2353 (02)2881-8675 250

領諾易例行聯易例行利數樂量劉理識兩玲兩例行理論例理

理 8 1 2007 年 3 領諾易例 1 2 3 諾領力理理烈行 1. 不領 2. 不領諾 3. 諾聯易例行 1. 不領異 2. 不領諾異 3. 諾領諾聯來理力理參領諾 1 數 2 理理 3 理 -1-

理年論不領諾立領 (aspiration) ( 2003) 領 (Goleman et al., 2001) 度了類來路路更不路不論流率 80% 洛度 90% 2006 年 QVC 70 8 13 3 年 312 (8 13 3) 力了諾度行更留力領領諾數不金易不領諾領諾聯領度諾 1. 領諾 -2-

領諾易例 2. 不領 3. 不領諾 4. 諾聯領諾行理領諾聯領領領了領來勵念立領了力量領立立力量立來領領力來力句說領領領領兩領履行領良領力率力 (2005) 領力來領來領 ( ) 領領歷領力 ( ) 力來領力領力力 ( ) 領領說力行良 -3-

理年領領離不了 (Bryman,1996) 領力力領理論 Likert R.(1976) 理理論理論 Likert(1976) 領六領類 ( 理論 ) (exploitative authoritative) (benevolent authoritative) (consultative) 參 (participative) ( ) 領不領令行領 ( ) 領參領領 ( ) 領領 ( ) 參領領度領 (1998) (1988) Likert(1976) 領理論六領勵練量利領來說領 Likert(1976) 理理論理論 (1998) 參略勵力度 Huber(1991) 理行 -4-

領諾易例識累識行理論理略理理行類理 (Dodgson, 1993) (Organizational learning) (learning organization) 兩念類易更了立理諾領 (Garvin,1993) 更來了連串識識識識行 (Garvin,1993) 行識連串立了 Huber(1991) 念 Levitt and March (1988) 例來 ( ) 識來識了 (Huber, 1991) 力 (Garvin, 1993) ( ) 識了識 (Huber, 1991) 識了 ( ) 識 ( ) 行識來 -5-

理年更易行不量量不 Huber(1991) Levitt and March(1988) 量 (organizational learning profile OLP) 年來 ( ) (Information-sharing patterns) ( ) (Inquiry climate) ( ) (Learning practices) ( ) (Achievement mindset) Huber(1991) OLP 念來量行度諾諾來 (job involvement) 念諾諾 Whyte(1956) 不諾了不例 Koch and Steers(1978) Staw (1977) 度度來諾 Sheldon(1971) Salancik(1977) 行度行 Porter, Steers & Mowday (1974) 諾度度諾烈不利度力諾理論兩不念來理理理論 (Maslow, 1954) 理論 (Herzberg, 1959) 勵來諾度來理論理論利來諾兩 -6-

領諾易例利諾降行諾行度理論識理論類諾切不不了諾領諾 ( ) 領聯 Kerfoot(2003) 領領領領領略領了烈領了領不論度領領行列 H1 不領異 H1-1 不領異 H1-2 不領異 H1-3 不領異 H1-4 不領異 ( ) 領諾聯領行諾領行領行了諾領行諾領來諾領行 -7-

理年諾諾諾理論領不領領不兩了領行諾不論度領不列 H2 不領諾異 H2-1 不領諾異 H2-2 不領力諾異 H2-3 不領留諾異 ( ) 諾聯諾諾 Steer(1977) Mowday et. al(1982) 諾諾隆 (1983) 諾諾了 Steer(1977) Mowday et. al(1982) 了諾勵理論諾聯諾 O Neil(1995) 力諾諾聯索兩力列 -8-

領諾易例 H3 諾 H3-1 諾 H3-2 諾力 H3-3 諾力參易領諾聯立念 3-1 領參 H1 H2 H3 諾諾力諾留諾 3-1 理論 1. 領領離不了 Yukl(2002) 領領 (1998) (1988) Likert (1976) 領量領量 -9-

理年領勵練 (1998) 類 34 數領類參 (1) 領不領令行 (2) 領參領 (3) 領領領 (4) 參領行領度領 2. 量 Levitt and March(1988) 量 Huber(1991) 量量 (OLP) 量數量理 (1) 度 (2) 度 (3) 度 (4) 度 3. 諾諾力度諾度 Porter(1974) 來度 Porter OCQ 量諾力諾留諾來 -10-

領諾易例量 (1) 諾 (2) 力諾度力 (3) 留諾烈利料領諾料 ( ) 領量 (1998) (1988) Rensis Likert(1976) 領量 (profiled organizational characteristics) 領量 34 24 10 1 4 6 22 23 24 27 28 30 32 列 1 2 3 4 34~136 ( ) 量量 Levitt and March(1988) 量 Huber(1991) 量量量 12 量李 (Likert) 量數 1~7 數 ( ) 諾量 Porter et.al(1974) OCQ 量諾力諾留諾來量諾量 15 量李 (Likert) 量數 1~7 數 ( ) 料料了歷年年類 6 料歷類類料年年料立量量 -11-

理年行行 35 易 31 率 88.6 SPSS 13.0 行度量度 Cronbach s α 數 0.7 度 0.7 0.35 若 0.35 度量不 Guieford,1965 領量 Cronbach s α 數 0.7835 量 Cronbach s α 數 0.8935 諾量 Cronbach s α 數 0.8918 度 3-1 易類 ( 數 ) 數 (%) 例 (%) 行類 916 37.21% 183 111 (60.7%) 12% 類 636 25.83% 128 77 (60.2%) 12% 類 654 26.56% 130 108 (83.1%) 17% 行理類 256 10.40% 52 44 (84.62%) 17% 2462 100.00% 493 340 (68.97%) 14% 料來易理易 20% 例度行類行類類類行理類易易 ( 旅 ) 理 ( 理 ) 列類類 25 數例行 20% 例數 493 3-1 料行了聯列度量度度行領諾 T 不領諾異行領諾聯 -12-

領諾易例料易 42.4% 女 57.6% 年 30-39 53.2% 年 32 歷不 (12.1%) (87.9%) 歷 49.1% 年年 3 年度立量量行度量領量 Cronbach s α 數 0.8576 量 Cronbach s α 數 0.9171 諾量 Cronbach s α 數 0.9307 度領諾 ( ) 領 4-1 見領易領參例 0% 18.2% 80.3% 1.5% 領數 4-1 領領數 (%) (%) 0 0 0 62 18.2 18.2 273 80.3 80.3 參 5 1.5 1.5 ( ) 4-2 見數 5.69 5.44 5.68 5.54 李數數 -13-

理年 4-2 數數 5.69 7 3 6.83 5.44 7 2 6.93 5.68 7 2 6.85 5.54 7 2 6.90 ( ) 諾 4-3 見諾諾力諾留諾數 5.15 5.34 4.53 李數數諾 4-3 諾數數諾 5.15 7 2 6 1.06 力諾 5.34 7 2 5.94 留諾 4.53 7 1 4.99 領異 4-4 T 8.364 0.594 0.920 0.867 不領異 (P 0.01) 不領異 1 立不領異領行來類領行 1-1 立不領異 4-4 不領立 t (n=86) (n=254) 數數 T 5.47.98 5.77.77 8.364** 5.36 1.01 5.46.90.594 5.60.94 5.70.81.920 5.46.98 5.57.88.867 *P 0.05, ** P 0.01, *** P 0.001-14-

領諾易例領諾異 4-5 諾力諾留諾 T 30.770 28.258 16.557 不領諾諾力諾留諾異 (P 0.001) 諾不領異 2 立不領諾異諾力諾留諾領度力留 2-1 2-2 2-3 立不領諾力諾留諾異 4-5 不領諾立 t (n=86) (n=254) T 數數諾 4.63 1.21 5.33.94 30.770*** 力諾 4.78 1.14 5.53.78 28.258*** 留諾 3.98 1.01 4.72.91 16.557*** *P 0.05, ** P 0.01, *** P 0.001 六諾聯 ( ) 諾 4-6 數 r 0.540 p 0.000 諾 r 0.4-0.7 兩數度度諾度 3-1 立諾 -15-

理年 4-6 諾諾諾 Pearson 1.000.540*** ( )..000 45842.694 19313.176 異數 135.229 56.971 數 340 340 Pearson.540*** 1.000 ( ).000. 19313.176 27937.706 異數 56.971 82.412 數 340 340 *P 0.05 **P 0.01 ***P 0.001 諾數 4-7 諾度 (P 0.001) 諾力諾 (r=0.475) 行力諾諾 (r=0.401 0.422 0.486) 行度 4-7 諾數數 A B C D E F 5.69.83 1.000 5.44.93.567** 1.000 5.68.85.579**.691** 1.000 5.54.90.558**.788**.736** 1.000 諾諾 5.15 1.06.457**.401**.422**.486** 1.000 力諾 5.34.94.475**.344**.390**.423**.808** 1.000 留諾 4.53.99.363**.271**.299**.353**.752**.765** *P 0.05 **P 0.01 ***P 0.001 ( ) 諾 1. 諾力行聯 (collinearity) 異數 (VIF) 10 (Neter,1999) -16-

領諾易例數 (CI) 30(Belsley, Kuh,& Welsch,1980) 度諾異數 1.651 2.941 2.505 3.270 10 數 2.357 17.071 22.421 26.085 30 (1) 諾 4-8 諾諾數 R Square 0.288 來諾力 28.8% F 33.883 P 0.001 諾力諾留諾力諾力力 Beta 0.341 若諾 Beta 0.267 略 0.056 Beta -0.058 4-8 諾諾力諾留諾 T Beta 4.504***.267 5.817***.350 4.012***.257 T Beta -.728 -.058-1.371 -.110-1.283 -.110 T Beta.772.056.945.070.218.017 T Beta 4.086***.341 3.110**.263 3.145**.283 R.537.517.411 R Square.288.267.169 Std. Error.90.81.91 F 33.883*** 30.477*** 16.978*** *P 0.05 **P 0.01 ***P 0.001 (2) 力諾 4-8 來諾力諾數 R Square 0.267 來力諾 -17-

理年力 26.7% F 30.477 P 0.001 力諾力力 Beta 0.350 若度力諾 Beta 0.263 略 0.070 Beta -0.110 (3) 留諾 4-8 來諾留諾數 R Square 0.169 來留諾力 16.9% F 16.978 P 0.001 留諾力 Beta 0.283 若留諾 Beta 0.257 略 0.017 Beta -0.110 力 3-2 立諾 2. 諾力諾諾力諾留諾異數 3.295 3.446 2.753 10 數 12.421 19.122 25.158 30 (1) 諾 4-9 諾來數 R Square 0.243 諾來力 24.3% F 35.969 P 0.001 諾諾力力諾力 Beta 0.340 若力度行諾 Beta 0.242 略力諾 -18-

領諾易例留諾 Beta -0.079 4-9 諾諾 4.391*** 3.932*** 2.806**.242 T Beta.397.351 5.124***.442 力諾 3.854*** T Beta.340 1.154.107 2.115*.193 1.372.121 留諾 T Beta -1.002 -.079-1.319 -.109-1.382 -.113 -.917 -.072 R.493.408.435.490 R Square.243.166.189.241 Std. Error.73.85.77.79 F 35.969*** 22.364*** 26.176*** 35.468*** *P 0.05 **P 0.01 ***P 0.001 (2) 諾 4-9 諾來數 R Square 0.166 諾來力 16.6% F 22.364 P 0.001 諾力 Beta 0.397 若度行力諾 Beta 0.107 略諾留諾 Beta -0.109 (3) 諾 4-9 諾數 R Square 0.189 諾來力 18.9% F 26.176 P 0.001 諾力 Beta 0.351 若度行力諾 Beta 0.193 略諾留諾 Beta -0.113 (4) 諾 4-9 諾來數 R Square 0.241 諾來力 -19-

理年 24.1% F 35.468 P 0.001 諾力 Beta 0.442 若度行力諾 Beta 0.121 略諾留諾 Beta -0.072 力 3-3 立諾論 ( ) 領諾領易領 8 2 數 5.69 5.44 5.68 5.54 李 7 數數諾諾力諾留諾數 5.15 5.34 4.53 諾 ( ) 領來說不領異 (P 0.01) 行不領異領行來類領行 ( ) 領諾不領諾諾力諾留諾異 (P 0.001) 諾力諾留諾度不領異領諾力諾留諾類領 -20-

領諾易例度力度留 ( ) 諾諾力諾力 R Square=0.288 力諾留諾不諾力不諾力諾留諾力諾力 Beta=0.350 諾力諾留諾諾力 Beta=0.341 兩諾力諾力力 R Square=0.243 不諾力不諾力 Beta=0.442 諾力諾力 Beta=0.340 諾留諾力 O Neil(1995) 力略諾諾論 ( ) 領諾聯聯留理論理論了了力理領力 -21-

理年度來參 ( ) 理 1. 不領諾聯領領不領諾異領行諾度狀來領量理識量領行領領例理練領不領諾聯 (1) 不領聯略勵力度領行來類領行 Kerfoot(2003) 領領領領略領了烈領領理力力更立領領 -22-

領諾易例了領 (2) 不領諾聯類領度力度留領行諾領行領行諾領度參更來更理來行領立勵行 2. 諾聯理論力來不年不類諾力諾力理來力理行立立更力度諾諾度來理力理度 -23-

理年勵度力更理理諾勵利行便更理略了行理更力良行了來藍參更了度 ( ) 1. 領諾聯領諾來理領度行降諾力諾諾諾領諾異數來諾數拓度 2. 行易索料例歷年年料行例不便行度來參料度行行 -24-

領諾易例 3. 領諾來 VIVA MOMO 行行力理劣路路行了不路領諾聯諾 4. 行度料領諾聯來行度兩論量量度更 -25-

理年參 (2006) 領理例 2005 年 (NSC-94-2416-H-259-018) (2003) 領 T&D 6 1-5 (2003) 諾力理論 (2005) 領諾行論隆 (1983) 理 6 75-98 (1998) 理聯 1998 年 (NSC-87-2412-H-130-001) (1999) 力理 1999 年 (NSC-88-2412-H-130-003) (2005) 領易領行理 12-1 1-15 (2005) 領理例理論 Bass, B. M. & Avolio, B. J. (1989). Potential biases in leadership measures: How prototypes, leniency, and general satisfaction relate to ratings and rankings of transformational and transactional leadership constructs. Educational and Psychological Measurement, 49 (3), 509-527.50. Belsley, D.A., Kuh, E., & Welsch, R.E.(1980). Regression diagnostics: Identifying influential data and sources of collinearity. New York: John Wiley. Bruce, A. T. et al(2004). The influence of the transformational leader. Journal of Leadership & Organizational Studies,10(4),103-111. -26-

領諾易例 Bryman, A. (1996). Leadership in organizations. Handbook of organization studies. London: Sage. Cynthia, J. L. (2004). The relation between leaderships styles and learning environments within an academic medical center. A Dissertation Presented to the Faculty of the College of Education University of Houston. Doctor of Philosophy. Dodgson, M (1993). Learning trust and technological collaboration. Human Relations, 46(1), 77-95. Garvin, D. A. (1993). Building a learning organization. Harvard Business Review, 71(4), 78-91 Goleman, D., MacCoby, M., Davenport, T., Beck, J. C., Clampa, D. & Watkins, M. (2001). Harvard business review on what makes a leader. Cambridge, MA: Harvard Business School Publishing Corporation. Guieford, J. P. (1965). Fundamental statistics in psychology and education (4th ed.). New York: McGram-Hill. Herzberg, F., Mausner, B. & Snyderman, B. (1959). The motivation to work. NY: John Wiley & Sons. Huber, G. P. (1991). Organizational learning: the contributing process and the literatures. Organization Science: A Journal of the Institute of Management Sciences, 2(1), 88-115. Kerfoot, K. (2003). Learning organizations need teachers: The leader's challenge. Nursing Economic, 21(3), 148-150. Koch, J. L., & Steers, R. M. (1978). Job attachment, satisfaction and turnover among public sector employees. Journal of Vocational Behavior, 12, 119-128. Lee, J. (2005). Effects of leadership and leader-member exchange on commitment. Leadership & Organization Development Journal, 26, 655-672. Levitt, B. & March, J.G.. (1988). Organizational learning. Annual Review of Sociology, 14, 319-340. Likert, R.(1976). The human organization. New York : Mcgraw-Hill. Maslow, A. H.(1954). Motivation and personality. New York: Harper & Row -27-

理年 Michael, K. (2005). An integrative investigation of person-vocation fit, person-organization fit, and person-job fit perceptions. University of North Texas. Neter,J., Kutner,M.H., Nachtsheim,C.J., Wasserman,W.(1999). Applied linear regression models (3rd ed). Mcgraw-Hill International. O Neil, J. (1995). Four lenses through which to view a learning organization. ASTD. Oshagbemi, T. & Gil, R.(2004). Difference in leadership styles and behavior across hierarchical levels in UK organizations. Leadership & Organization Development Journal, 25, 93-103. Porter, L.W., Steers, R. M., & Mowday, R. T.(1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology, 59(5), 603-609. Robbins, S. P. (2001). Organizational behavior. (9th ed). Englewood Cliffs, N. J.: Prentice Hall. Robinson, S.L., & Morrison, E. W. (1995). Psychological contracts and OCB: The effect of unfulfilled obligations on civil virtue behavior. Journal of Organizational Behavior, 16, 289-298. Salancilk, G. R. (1977). New direction in organizational behavior. Chicago: St. Clair Press. Sheldon, M. E. (1971). Investments and involvements as mechanisms producing commitment to the organization. Administrative Science Quarterly, 16, 110-142. Staw, B. M. (1977). Two sides of commitment. Paper presented at the National of the Academy of Management, 22, 46-56. Whyte, Jr., W. H. (1956). The organization man. New York: Simon & Schuster. Yukl, G. (2002). Leadership in organization (5th ed). Prentice Hall. -28-

領諾易例 Cognition of Leadership Style Influenced Organizational Learning and Organizational Commitment A Case Study of Eastern Home Shopping Kuang-Yi Chen 1 Chia-Hui Chen 2 Yi-Chen Huang 3 Abstract This investigation comprehends that how the employee s cognition of leadership style influence their organizational learning and organizational commitment. The purposes of the research are to 1 find out how the employee s cognition of leadership style influence organizational learning, 2 find out how the employee s cognition of leadership style influence organizational commitment and 3 explore the relationship between organizational learning and organizational commitment. The investigation used questionnaire survey that includes employee s cognition of leadership style scale, organizational learning scale and organizational commitment scale. The employees in EHS are the interviewees. Analysis reveals the following 1 The leadership style that employee cognition was differenced in information shared of organizational learning. 2 The leadership style that employee cognition was differenced in organizational commitment. 3 Organizational learning has predict result with organizational commitment. 1 Associate Professor,, Department of Information and Communication, Ming Chuan University 2 Assistant Professor, Graduate School of Communications Management, Ming Chuan University 3 Graduate Student, Graduate School of Communications Management, Ming Chuan University -29-

理年 In the investigation, try to explain the relationship among leadership style, organizational learning and organizational commitment. And the results maybe can be the consultation in human resource to the managers of television shopping in the future. Keywords: leadership style; organizational learning; organizational commitment -30-

理 8 1 2007 年 3 行聯易例 1 2 3 力行行度易行聯例數 20% 行 493 363 率 73.63% 行論 1. 行行度力行度 2. 行力力 3. 行力 4. 行力行不力易行 1 理 2 理理 3 理 -31-

理年易易理領了良力行更切力力 Barney,1986 行理了滑降 Podsakoff et al., 2000 行行例不行來量聯易行略行 2004 2005 2004 麗 2005 行不度李李 2004 2006 理參 Schein,1985 力行率度 Chattopadhyay 1999 行若利行行聯 2003 1993 1993 Burton,2003; Chien, 2004; Turnispeed,2000; Waris,2006 易度行力理 -32-

行聯易例行聯論行 1980 年不不行聯行 Robbins 2003 念度行理論理了 Deal and Kennedy 1983 Wallach 1983 Harris 1984 Cameron & Freeman 1991 Frohman 1998 1998 類 1998 參 Harris 1984 量度類量梁立 2005 2006 2005 量易行 1998 行力力領不理度行行行不 -33-

理年行行行說行行率度 Organ 1990 行行行不契行不年來行念不 Bateman and Organ 1983 度行念行念理不 Smith et al. 1983 行利 altruism general compliance 兩 Graham 1986 行 civil virtue Organ 1988 禮 courtesy sportsmanship conscientiousness 利禮林 1992 參 Organ 1988 量行了行六不利 Farh, Earley, and Lin 1997 林 1992 六行量行 2006) 行聯參 Farh et al. 1997 行量行行行行易隸行量 -34-

行聯易例力參利行樂行不了利行濫行行聯 Deal and Kennedy 1982 行懶 Organ 1988 行理論行切 Organ and Ryan 1995 行行 Moorman and Blakely 1995 行 1993 行切 1993 行行契度易行 2003 行兩 Chien 2004 行聯行行 Turnipseed 2000 行異羅兩行力行 Burton 2003 行行力 Waris 2006 行兩 -35-

理年便不不行聯立行參行聯易行念 3-1 數量行料行料說力行 3-1 念 Robbins 2003 念行量 1998 參 Harris 1984 量行量量力 1-36-

行聯易例 2 力力 3 4 領不理度 21 李度量不度數度 1 7 1 7 行 Organ 1990 行行行不契行不量 2006) 參 Farh et al. 1997 量異行行量行行量 1 力參利行 2 樂行 3 不了利行 4 濫行行量 17 李度量不度數度 1 7 1 7 料年歷易年料易不不 -37-

理年易類行類類類行理類 7 2006 年 10 30 11 5 35 31 率 88.6% 度 Cronbach s α 數 0.7 度 0.7 0.35 若 0.35 度量不 Guieford,1965 行度量 α 數 0.7921 行量 α 數 0.8040 0.7 量度行句數例 proportionate sampling 數數 20% 行行類 183 類 128 類 130 行理類 52 493 21 2006 年 12 1 12 21 411 率 83.37% 363 數量不 200 Kelloway,1998 率 73.63% 料料 SPSS 10.0 for Windows 行料 descriptive statistic analysis 了料度 reliability analysis 量量 correlation analysis regression analysis 行聯料女 59.5% 40.5% 歷 47.1% 31.1% 14.3% 7.4% 年 31.8 年 2.9 年行類 34.4% 類 31.7% 類 22% 行理類 11.8% -38-

行聯易例 71.1% 25.6% 3.3% 度量行度行兩量 α 數 0.9333 0.9338 0.9 良行 3-1 料數 5.1631 0.9730 數 5.0830 1.0489 數 4.8402 1.0058 力數 4.7713 0.9699 行數 5.8471 0.7125 數 5.6446 0.7528 數 5.4784 0.9785 數 5.4485 0.8703 行 3-1 行 P 0.01 說行數 0.551 力行數 0.166 行度數 0.551 0.498 0.477 行度數 0.315 0.261 0.299 力行度數 0.196 度數 0.166 行度數 0.551 0.499 0.477 0.315 力度數 0.183 0.179 0.166 0.196 行行聯 -39-

理年 collinearity 異數 VIF 10 Neter,1999 數 CI 30 Belsley, Kuh,& Welsch,1980 度 4-1 行數數 C1 C2 C3 C4 B1 B2 B3 C1. C2. C3. 力 C4. 行 B1 B2 B3 B4 5.1631 5.0830 4.7713 4.8402 5.4485 5.8471 5.6446 5.4784 0.9730 1.0489.9699 1.0058.8703.7125.7528.9785.822*** -.055.793***.551***.499***.477***.315*** -.053.811***.498***.444***.418***.261***.038.183***.179***.166**.196***.477***.391***.387***.299***.773***.809***.566***.809***.554***.626*** **P 0.01 ***P 0.001 料來理力行異數 3.628 3.940 1.029 3.501 10 數 9.058 18.496 25.400 27.420 30 4-2 來行數 R Square 0.356 來力 35.6% F 49.523 P 0.001 力力力 Beta 0.446 良行力力略 Beta 0.215 4-2 來行數 R Square 0.301 來 -40-

行聯易例力 30.1% F 38.494 P 0.001 力力力 Beta 0.473 良行力 Beta 0.219 0.177 4-2 行行 t /Beta 5.527***/ 0.446 5.620***/ 0.473 5.180***/ 0.446 2.974**/ 0.276 t /Beta 1.695/ 0.143 2.023*/ 0.177 1.341/ 0.120-0.428/ -0.041 力 t /Beta 5.005***/ 0.215 4.893***/ 0.219 4.350***/ 0.199 4.135***/ 0.205 t /Beta -0.009/ -0.001-1.647/ -0.136-0.846/ -0.072 1.163/ 0.106 R 0.597 0.548 0.518 0.385 R Square 0.356 0.301 0.268 0.148 Std. Error 0.7022 0.5991 0.6475 0.9082 F 49.523*** 38.494*** 32.842*** 15.557*** *P 0.05 **P 0.01 ***P 0.001 料來理 4-2 來行數 R Square 0.268 來力 26.8% F 32.842 P 0.001 力力力 Beta 0.446 良行力力略 Beta 0.199-41-

理年 4-2 來行數 R Square 0.148 來力 14.8% F 15.557 P 0.001 力力力 Beta 0.276 良行力力略 Beta 0.205 行力不類行力不 1 力 R Square=0.356 R Square 0.301 0.268 0.148 2 力行行力 3 行行不力立行論度行度力度了度行若不 -42-

行聯易例理行度樂利行濫行行易立良不易行行力切度行不行了領參 1 良行 Katz and Kahn 1978 利了行行若行良來行例來行力率更 2 力利度行見烈了行利裡力力 -43-

理年力 3 識來了不參切度樂領令勵行良來 1980 年理領行念 90 年不行聯行 2003 李 2003 李 2004 1993 1993 2005 玲 2006 Burton,2003; Chien, 2004; Turnipseed,2000; Waris,2006 參不參 1 量行了不易料易行聯料行度數行例度不 2 量行類行料參 -44-

行聯易例更量 3 數行不索行 4 行易論論 Viva momo 不易行兩行兩行 5 論易年行列年行易行易行念不參 -45-

理年參 2003 行 OCB 17 231-244 李 2003 領行行立力理論李 2004 行領論李李 2004 行行例理 5 2 32-45 林 1992 諾行立理論 2004 行略易例理論 2006 易度理論 2005 度例 36 75-84 1998 理聯行 NSC 87-2421-H-130-001 梁立 2005 理 6 1 1-32 2006 力聯理 7 2 17-42 2006 行聯理 7 1 1-28 2005 聯理 6 2 99-116 -46-

行聯易例 2004 聯例理論 1993 諾行不理 32 1 43-58 1993 契度度 75 69-103 2005 行例立力理論玲 2006 略力理行例理論麗 2005 略例立論 Barney, J. 1986. Organizational culture. Academy of Management Review, 11 3, 656-665. Bateman, T.S., & Organ D.W. 1983.Job satisfaction and the good soldier: The relationship between affect and employee citizenship. Academy of Management Journal, 26, 587-595. Belsley, D.A., Kuh, E., & Welsch, R.E. 1980. Regression diagnostics: Identifying influential data and sources of collinearity. New York: John Wiley. Burton, C.H. 2003.An empirical investigation of the interrelationships of organizational culture, managerial values, and organizational citizenship behaviors [Abstract]. Dissertation Abstracts International: Section B: The Sciences and Engineering, 64 3-B, 1532. Cameron, K.S., & Freeman, S.J. 1991.Best practices in white-collar downsizing: managing contradictions. The Academy of Management Executive, 5 3, 57-73. Chattopadhyay, P. 1999. Beyond direct and symmetrical effects: The influence of demographic dissimilarity on organizational citizenship behavior. Academy of Management Journal, 42, 273-287. -47-

理年 Chien, M.H. 2004. An investigation of the relationship of organizational structure, employee's personality and organizational citizenship behaviors. Journal of American Academy of Business, Cambridge, 5, 428-431. Deal, T.E., & Kennedy, A.A. 1982. Corporate culture. MA: Addison-Wesley. Deal, T.E., & Kennedy, A.A. 1983. Culture and school performance. Educational Leadership, 40 15, 14-15. Farh, J.L., Earley, P.C., & Lin, S.C. (1997). Impetus for action: A cultural analysis of justice and organizational citizenship behavior in Chinese society. Administrative Science Quarterly, 42, 421-444. Frohman, A.L. 1998. Building a culture for innovation. Research Technology Management, 41 2, 9-12. Graham, J.W. 1986. Organizational citizenship informed by political theory. Paper presented at academy of management meetings, Chicago. Guieford, J.P. 1965. Fundamental statistics in psychology and education 4 th ed. New York:McGraw-Hill. Harris, T.E. (1984). Organizational cultures and the role of professional communication. ERIC Document Reproduct Service, 260-397. Katz, D. & Kahn, R.L. 1978. The social psychology of organizations 2 nd ed. New York: Wiley. Kelloway, E.K. 1998. Observed variable path analysis, in using LISREL for structural equation modeling: A researcher s guide. Thousand Oaks: Sage Publication. Moorman, R.H., & Blakely, G.L. 1995. Individualism-collectivism as an individual difference predictor of organizational citizenship behavior. Journal of Organizational Behavior, 16, 127-142. Neter, J. 1999. Applied Linear Statistical Models 4 th ed. New York: McGraw-Hill. Organ, D.W. 1988.Organizational citizenship behavior: The good soldier syndrome. MA: Lexington Books. Organ, D.W. 1990.The motivational basis of organizational citizenship behavior. Research in Organizational Behavior, 12, 43-72. -48-

行聯易例 Organ, D.W., & Ryan, K. 1995.Meta-analytic review of attitudinal and dispositional predictors of organizational citizenship behavior. Personnel Psychology, 48, 775-802. Podsakoff, P.M., MacKenzie, S.B., Paine, J.B., & Bachrach, D.G.. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of Management, 26(3), 513. Robbins, S.P. 2003. Organizational Behavior 10 th ed. New Jersey: Prentice-Hall. Schein, E.H. 1985. The role of the finder in creating organizational culture. Organizational Dynamics, 12 1, 13-28. Smith, C.A., Organ, D.W., & Near, J.P. (1983). Organizational citizenship behavior: Its nature and antecedents. Journal of Applied Psychology, 68, 653-663. Turnipseed, D.L. 2000. A bi-cultural comparison of organization citizenship behavior: Does the OCB phenomenon transcend national culture? International Journal of Organizational Analysis 1993-2002, 8, 200-222. Wallach, E.J. 1983. Individuals and organizations: The culture match. Training and Development Journal, 37 2, 29-36. Waris, R.G. 2006. An examination of organizational culture, employee attitudes, and organizational citizenship behaviors: A path analysis approach [Abstract]. Dissertation Abstracts International: Section B: The Sciences and Engineering, 66 7-B, 3988. -49-

理年 Relationship between Organizational Culture and Organizational Citizenship Behavior A Case Study of Eastern Home Shopping Chih-Hung Yang 1 Chia-Hui Chen 2 Hui-Hsien Chiu 3 Abstract Organizational culture helps employees form integrity and responsibility toward their job, while organizational citizenship behavior (OCB) is the reflection of their spontaneous acts, contributing to positive results of the organization. Thus the main purpose of this study is to examine the relationship between organizational culture and OCB. Three hundred and sixty-three matched data from workers of Eastern Home Shopping company is analyzed to explore the research problem. Results indicate that: 1. Aggressive-innovative culture, harmonious-supportive culture and bureaucratic culture have the highest level of positive correlations with identification with company ; prudential-pressured culture has the highest level of positive correlation with protecting company resources. 2. Organizational culture has significant influence on four types of OCB, behavior of identification with company is influenced most. 3. Aggressive-innovative culture has the strongest positive influence on four types of OCB. 4. Harmonious-supportive culture only significantly influences the behavior of assisting colleagues ; bureaucratic culture has no influence on OCB. Keywords: Eastern Home Shopping, organizational culture, organizational citizenship behavior 1 Dean, School of Communication, Ming Chuan University 2 Assistant Professor, Graduate School of Communications Management, Ming Chuan University 3 Graduate Student, Graduate School of Communications Management, Ming Chuan University -50-

理 8 1 2007 年 3 行利 1 2 3 利兩 1 利 2 不利利行行利益不利行狀狀更易不易了落便來 1 數 2 行 supply push 拉 (demand pull) 略, 降不 : 行利理理理 -51-

理年 Cheneviere(2004) 度理度利類流力流流理行利利流利行行利行 (institution dimension: government versus industry) 行行略利 Flak and Rose (2005). 行利略理 Edward Freeman 利念數利 Flak and Rose (2005) 利利理論行利理論行 cross-sector 更 holistic Papazafeiropoulou and Pouloudi (2002) 降數落利更 technology diffusion Papazafeiropoulou and Pouloudi(2000) Choudrie and Papazafeiropoulou, et al.(2003) broadband diffusion 利不利不略略利更更利行度 Lim and Kim (2005) Podna and Jancic(2006) Choudrie and -52-

行利 Papazafeiropoulou, et al.(2003) 利兩 1 利 2 利利利行便 1 利 2 利利 Shin, Kim, and Lee(2006) 利利行利 2-1 行利 layers 利 (players) 行 MBC (mobile-specific content KBS SBS YTN development) (service providers) TU TU Media Corp 更 (platform operation, content acquisition and commissioning, accessibility expansion of content to customers) PDA (mobile phone, PDA,, in-value device) 路 SK (transmission network, satellite operation, infrastructure, and technology) 行利路了連 Porter 1985 value system industrial value chain 略了 business segments 便 Morganti, 2002 Timmers 1998 念 -53-

理年 Chan-Olmsted & Kang, 2001 Stabell and Fjeldstad 1998 不金 value network 不不立不不 value network Stabell & Fjeldstad,1998 連兩例行利行行 value chain 數流 Collis, Bane,and Bradley 1997 content bundling selecting 量 packaging transmission 了路了 manipulation terminals Wirtz 1999 不 1 content/service creators 2 content/services aggregators 3 access/connecting facilitators Hinet 路 4 value added service providers 數路 5 navigation/interfacing suppliers Chan-Olmsted and Kang 2001 參了 Wirtz 1999 broadband TV value chain creator packagers value-adding services -54-

行利路 distributors navigation/interfacing suppliers 數流 Wirtz 2001 流了 reconfiguration Wirtz 流兩念切連連 2003 流流更流略聯行行流流了行流了數流行利 Business model 利 Betz, 2002 便 value system 4 來說參 Magretta, 2003 理論說了連理理 2005 不參參參利 2005 行 4 (primary activities) (support activities) 連 (Porter, 1985) -55-

理年異不不度行行行行路行路行立不連行路立不路行行行路行行行路行路行不論 3G / 2005 了行行路行路利來行不路類類數路數更例 VOD video on demand 行來數不數 2006-56-

行利 2-1 行料來 MIC 2005 年 12 行行參利行參行不數略來行來行利 1-5 A 6-9 B 2005 參行利參利兩 1 利 2 不利利行行利行行 -57-

理年 Wimmer and Dominick 1997 行不行路欄數不度不索索更更切度索料參度來說行料料料兩類料切料不行料 1996 Porter 料兩料參料 Porter, 1980 1998 料度兩例行 ( ) 料料料理料例 1996 料來料路料類料理更行 ( ) 度度 Intensive interview in-depth interview 切來見料論臨 -58-

行利更 ( 李藍 1995:206-208 倫 1992:173-182 1 數 2 3 4 5 來 6 Wimmer & Dominick 1997 度利料料度了見度玲 1997 行度索略量 Brucel Berg 1998 類度不見更更料若不 1988 Wimmer Dominick, 1991 李藍 1995 1 行行行行行行行行例度行行行 -59-

理年立立行 13 DVB-H DMB DVB-T 數率數 3G 行 DVB-H NOKIA 行 DVB-H 行行聯度 3-1 Shin, Kim, Lee (2006) 利度 / / 數 2006.04.14 2006.04.19 行聯理 2006.05.16 10 樓 NOKIA 理 2006.04.17 北樓李 NOKIA 理 2006.04.17 北樓路行 2006.04.21 行說參行 -60-

行利行錄數錄若漏見不見 2 Holstein and Gubrium 1997 若見 Lindlof 1995 不不料料立了來立了理料不 interview guide 來行力 Lindlof, 1995 1. ( ) 行利 2. ( ) 行 3. 行 ( ) 4. ( ) 理行行 5. ( ) 行臨 6. ( ) 行 7. ( ) 行 8. ( ) 行什 9. ( ) 行 -61-

理年行行行 NOKIA DVB-H 行數數數數行行行行行行行行立數數 DVB-H 數路 3-1 行料來 / 行了來 DVB-H 行行 / 數路說流行流行行參數類行行 -62-

行利行 1. Content operator 行 content provider content aggregator 行理來說理行 2. Services operator 行行立例 3. Transmission platform operator 行路路 4. Terminal manufacturer 行例 PDA PMP 行李 1999 略來數流 suppliers customers competitors 立略聯 dynamic relationships 聯更零 value creating system 念 2002 行論行行行兩 1 行路行 3G 行行行行路行 -63-

理年行 3G 行路便行行行度 ARPU 5 行量行數力數 3G 3G 2 路行路行行路行力行利行例行行 DVB-H DMB 行串連來行金流流行料行行行不不不 PMP 易便利路來 PDA NB WiFi WiMax 路路來兩行了行異聯更例 NOKIA 參行行 5 3G 數 2.5G 數 1% package 量 2.5G 數 5-64-

行利行 3G 行 3G 行路行利立行流量例行 1. 行行利行行行理不什行行理 2. 行行行烈劣年不數行契說不.. 行行理利行行例 SBL 5 率行行行行 168 168 兩年 99 行行 DVB-H DVB-H 行 1 來 -65-

理年 2 3 行率行樂識連 4 5 行行度 3~5 5~10 1~3 3~5 度 6 行 3 行 99 35.5% 100~199 28.5% 六 199 行 3. 行行路路立利行 pay per view 行利行行行行度論來來行行行路行路不利不行力度不行數 for 樂 game 度 -66-

行利路 MOD final screen 流不立數路路參行利論行狀 Shin, Kim, Lee (2006) DMB T-DMB 便不 ( S-DMB ) DMB 不 retransmission 利若度行烈聯 (Lee, P. J. (2005, June), Shin, Kim, Lee, 2006) 行 2007 年行 2005 年行 (Shin, Kim, & Lee, 2006; Lee & Kwak, 2005) 行不利度利 (collaboration) 利 (institutional dimension: government versus industry) 行行行說來 2001 年 SK Telecom 行串流利路 GPRS general packet radio service CDMA code division multiplex access 了 2002 年 1 SKT 3G KTF 2002 年 5 3G 2005 年 3G -67-

理年 4000 例 KTF 3G 來來 VOD 行 3G 領力量 2005 年 5 S-DMB 路 SK Telecom TU Media 20 7 樂 TU Media S-DMB 20,000 620 13,000 400 年累 30 數六領 T-DMB 2005 年 12 1 路不例度 T-DMB 2006 年 500 T-DMB S-DMB 行兩 2-2 T-DMB S-DMB 行率 ( ) T-DMB 6 MBC KBS SBS YTN DMB KMMB Hankook DMB VHF Ch 8 (180~186 MHz) & Ch 12(204~210 MHz) 28 ( 7 13 8 數料 ) 來來拓 S-DMB TU Media SK Telecom S-Band (2.630~2.655 GHz) 40-46 ( 11 26-30 3-5 數料 ) ( 13 金 ) Pay Per View 行數 -68-

行利 ( ) 劣數料來 Lee and Kwak(2005) 行率 DMB 了行利刺了 LG 龍 KCBS KNBC DMB 例 LG 領 2004 年 DMB 2005 年 Samsung Pantech Motorola 陸 DMB 行 DMB DMB T-DMB T-DMB 行 T-DMB 行來 ETRI DMB 2005 年 2006 2008 北了 2008 年 DMB 24 金 2006 年便率 4 S-DMB DMB 了 ministry of information and communication MIC 2007 年 DMB 50 來 DMB DMB DMB 數 2012 年 T-DMB 數 10.26 數 S-DMB 4.31 數 2010 DMB 14.7 electronics and telecommunications research institute ETRI, 2004 T-DMB S-DMB 行 -69-

理年 2-2 T-DMB S-DMB 行料來 Lee and Kwak (2005). 行 Lee, O'Keefe, and Kyounglim(2003) 1996-2001 年 (broadband) (E-commerce) 路路拉 demand pull 行 Ten Million People Internet Education 2000 年便了度力殺 killer application 路 Choudrie and Papazafeiropoulou, et al. (2003) broadband diffusion 了 supply push 行拉 demand pull Ten Million People Internet Education 略度力行 Shin, Kim, and Lee(2006) 利利 -70-

行利行略 proactive strategy top-down 略 1 行 the Cyber 21 the Digital Media Cities 了例 DMB 2 行拉 demand pull 練什說度 Lee and Kwak (2005) top-down 行略 DMB SK S-DMB ministry of information and communication T-DMB VHF 來 DMB DMB 便 T-DMB 行行不拉略 supply push 拉 demand pull 度降不連度行 ( ) 行行度不數不令度不降降不列行 DVB-H 利若 DVB-H 行率數列行行見 -71-

理年 3G 行來不行 DRM digital rights management 行不了行 DVB-H 若不李 Content is money User 數數數不不行略聯利降 MOD 類令了 MOD 來行 DVB-H DVB-T 數 DVB-H DMB 來說行.DVB-H 不行更不說行 NCC 利行 ( ) Lee, O'Keefe, and Kyounglim(2003) 便力類 -72-

行利便行行不拉略 supply push 拉 demand pull 度降不連度 institutional dimension: government versus industry 行行不數不令度不行 supply push 拉 (demand pull) 略, 降不 -73-

理年參連 (2003) 路略聯立論 (2005) 略 17 (2005 年 9 14 ) IT IS 2005 年 11 5 http://www.itri.org.tw/chi/services/ieknews/200509150345084d6ce-0.doc (2006 年 4 3 ) 了行數 2006 年 12 5 http://magazine.sina.com.tw/bnext/127/2006-04-03/ba6637.shtml (2005 年 7 13 ) IT IS 2005 年 11 5 http://www.itri.org.tw/chi/services/ieknews/200507131113314b4ae-0.doc (2005 年 6 11 ) 行 2006 年 5 4 http://marketing.chinatimes.com/itemdetailpage/maincontent/05mediacont ent.asp?mmmediatype=ec_news&mmcontentnoid=17674 (1996) 論北 (1998) 略 / 北 Michael E. Porter. (1996) 北 Klaus B.Jensen, Nicholas W.Jankowski 李藍 (1995) 北倫 (1992) 北玲 (1997) 北 Michael Singletary (1978) 論北李 (1999) 略理立理 EMBA (2002) 數路類論 -74-

行利 (2004) 路數流 37-88 Betz, F. (2002). Strategic business models, Engineering Management Journal, 14(1), 21-27. Chan-Olmsted, M. S., & Kang, Jae-Won. (2001). Theorizing the Strategic Architecture of a Broadband Television Industry. Submitted for Publication to The Journal of Media Economics. Cheneviere, C. (2004). Setting the standard. Intermedia (0309118X), 32(1), 24-26. Choudrie, J., A. Papazafeiropoulou, et al. (2003). A web of stakeholders and strategies: a case of broadband diffusion in South Korea. Journal of Information Technology (Routledge, Ltd.) 18(4): 281-290. ETRI (2004, December 7). Korean T-DMB became the European standard. Press released by Electronics and Telecommunications Research Institute.[http://www.etri.re.kr/www_05/main.htm?pagecode=040601&url=b oard/s_list_1.php?class=01] Holstein, J., & Gubrium, J.(1997). Active interviewing in qualitative research Theory, method and practice. Sage Publication Ltd. Lee, H., O'Keefe, R. M., & Kyounglim, Y. (2003). The Growth of Broadband and Electronic Commerce in South Korea: Contributing Factors. Information Society, 19(1), 81. Lee, P. J. (2005, June). Four people who developed DMB. Monthly Joong. Ang: 34-46. Lee, S. & Kwak, D. K. (2005). TV in your cell phone: The introduction of digital multimedia broadcasting (DMB) in Korea. Annual Telecommunications Policy Research Conference, Arlington, VA. Lee, S., & Kwak, D. P. (2005 ). TV in your cell phone: The introduction of digital multimedia broadcasting (DMB) in Korea. Paper presented at the 33rd Telecommunications Policy Research Conference, Arlington, VA. -75-

理年 Lim, G., Lee, H., & TaehunKim. (2005). Formulating business strategies from a stakeholder s perspective: Korean healthcare it business cases. International Journal of Information Technology & Decision Making, 4(4), 541-566. Lindlof, T.(1995). Qualitative communication research methods. Chapter 6: Eliciting experience: interviews, Sage Publication Ltd,163-196. Morganti, F. (2002). Value Chain in Telecommunications: The Growing Importance of Content is Transforming Industry Structures. InterMedia, 30(1), 18-19. Papazafeiropoulou, A., & Pouloudi, A. (2000). The government s role in improving electronic commerce adoption. Paper presented at the Eighth European Conference on Information Systems 2000 (ECIS 2000, July 3 5) Vienna, Austria. Papazafeiropoulou, A.& Pouloudi, A. (2002). Applying the normative aspect of stakeholder analysis to electronic commerce diffusion: Stakeholder consideration for the elimination of the digital divide. Paper presented at the Proceedings of the 36th Hawaii International Conference on Systems Sciences(HICSS03), Maui. Podnar, K., & Jancic, Z. (2006). Towards a Categorization of Stakeholder Groups: An Empirical Verification of a Three-Level Model. Journal of Marketing Communications, 12(4), 297-308. Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. The Free Press, New York. Roger D. W., & Joseph, R. D.(1991).Mass media research-an introduction. NY Wadsworth Publishing Co. Shin, D. H., Kim, W.-Y., & Lee, D.H. (2006). A Web of Stakeholders and Strategies in the Development of Digital Multimedia Broadcasting (DMB): Why and How Has DMB Been Developed in Korea? The International Journal on Media Management, 8(2), 70-83. Stabell, C. B. & Oystein D. F. (1998). Configuring value for competitive advantage: on chains, shops and networks. Strategic Management Journal, 19:413-437. -76-

行利 Timmers, P. (1998). Business models for electronic markets. Electronic Markets,8(2), 3-8. Wirtz, W. B.(1999). Convergence Process, Value Constellations and Integration Strategies In the Multimedia Business. International Journal on Media Management, from http://www.mediajournal.org/netacademy/publications.nsf/all_pk/1440 Wirtz, W. B.(2001).Reconfiguration of Value Chains in Converging Media and Communications Markets. Long Range Planning, 34, 489-506. -77-

理年 Stakeholder Analysis on the Development of the Mobile TV Industry in Taiwan: Perspectives of the Industrial Value Chain and Business Model Jonathan Chang 1 Chia-Chih Hu 2 Ping-Tung Shih 3 Abstract Two main issues lie in the framework of stakeholder analysis: (1) to identify the key stakeholders and to differentiate them, (2) to analyze the relations among the organization and stakeholders and between various stakeholders. To analyze the development of Taiwan s Mobile TV industry with the above-mentioned framework, this research identifies the industrial value chain and business model of Taiwan s Mobile TV industry. Interviews conducted in this research indicate that many stakeholders agree that the Collaboration Model will be the best model to facilitate the development of Mobile TV industry. However, some stakeholders implemented the vertical integration strategies, which may intensify the competition and lessen the cooperation between stakeholders. It may follow with the lagging industrial development. To speed up the degree of collaboration between different stakeholders, this research further analyzes the institutional dimension: government versus industry. Two research questions are analyzed: (1) what s the key success factors of South Korea government to facilitate the mobile-tv- related industries? (2) what s the reflection derived from the comparison between the above-mentioned key success factors in South Korea and 1 Associate Professor, Department of Communications Management, Shih Hsin University 2 Assistant Professor, Department of Communications Management, Shih Hsin University 3 Division Head, Studio Production Section, Engineering Department, FTV -78-

行利 policy suggestions mentioned by firms toward Taiwan government The key policy suggestion for Taiwan government to catalyst the development of mobile TV industry is identified as below: to apply with industrial strategies balancing the supply-push and demand-pull sides to lessen the degree of investment uncertainty. Keywords: mobile TV industry, stakeholder analysis, industrial value chain, business model -79-

理年 -80-

理 8 1 2007 年 3 數樂量劉 1 量 (measurement invariance) 行度量度不利數樂利 (multi-group) (confirmation factor analysis CFA) 來論不料樂路路來行 2004 年 9 2005 年 12 數樂 ipod IFPA KURO EZPEER 立 ipod mp3 數樂不量 1 劉數理 -81-

理年論利行度量利來理念來來行量度不量量 (measurement invariance) 量行量量不不數度 (reliability) 量理論 Cronbach s 數量狀量 ( 2003) 量不 Cronbach s 度論 (strong) 度 (Cheung & Rensvold, 2002) 度來不不行量量理論裡 (multi-group) (conformational factor analysis CFA) (structural equation modeling SEM) 量了度更來度不 ( 2003) 利 CFA 來行量不 (Byrne, 1989) Cole et al. (2006) 利 CFA 來路異數樂來行不數樂 2004 年 9 9 9 23 2005 年 12 31 2006 年 1 31 不數樂 ipod IFPA KURO EZPEER 立 ipod mp3 數樂 -82-

數樂量理論度度 (reliability) 度量度來量度量度度量量度 (sampling error) 量 (measuring error) (biased error) 不良 ( 1989) 來量度列 ( ) (Retest method) 數數度 ( ) ( ) (Equivalent-forms method) 2 數 (Split half method) 兩兩數 ( 度數 ) 行 ( ) Cronbach s α 數 Cronbach(1951) 度行量度 Cronbach s α 數度度 ( 2004) 度量 2-1 2-1 Cronbach s α 度量度度 0.3 0.3 度 0.4 0.4 度 0.5 度不 0.5 度 0.7 ( 見 ) 0.7 度 0.9 ( 見 ) 0.9 度料來 (2004) -83-

理年念索 (exploratory factor analysis EFA) (confirmatory factor analysis CFA) 索料利來量 (observed variables) 行數量 (latent variables) 量來料略理論 ( 2003) CFA (structural equation modeling SEM) 量理論念行 SEM 利 CFA 切立 SEM 行 ( 2003) 了度行來量量度 Bagozzi and Yi(1988) 了來 2-2 2-2 度說度說量度了量度 (Individual item reliability) 量念度 LISREL 度 R-Square squared multiple correlation(smc) 0.5 來度 (CR)= (Σ 量 ) 2 / ((Σ 度 (Composite reliability CR) 量 ) 2 + (Σ 量量 )) 0.6 ( ) -84-

數樂量 ( ) 異量 (AVE)= (Σ 2 2 量 ) / ((Σ 量 ) + (Σ 量念異量 (Average variance extracted AVE) 量 )) AVE 量力若 AVE 度度 AVE 0.5 良度度料來 (2002) 了量 (measurement model) (structural model) 兩量量量度度異量 (Joreskog & Sorbom, 1989) 量度度度量 ( 數 ) 度 Hair et al.(1998) 度類度 (absolute fit measures) 度 (incremental fit measures) 度 (parsimonious fit measures) 類說見 2-3 2-3 度說類說度 ( ) 度量理論 (Goodness of fit index GFI) 數 (Root mean square error of 度 approximation RMSEA) >0.90 <0.05-85-

理年 ( ) 度 (Normed fit index NFI) >0.90 度理論度 (Non-normed fit index NNFI) 度 (Comparative fit index 念 CFI) 度 (Incremental fit index 量念 IFI) >0.90 >0.90 >0.90 度 (Relative fit undex RFI) >0.90 度度理論 AIC(Model AIC) 量理論 AIC(Saturated AIC) 度了立 AIC(Independence AIC) 數度 (overfitting) Model AIC 料來 Hair et al.(1998) 度類來理論度 SEM 立數 SEM 領數劣識陸 (Cheung & Rensvold, 2002) 見度略了度 ( 2) 兩 RMSEA CFI ( 2003) 行度量 1947 年量念量論不不論例量不不異例量度不 ( 2003) 量 (multi-group) 利類 -86-

數樂量來論 SEM 了量利 SEM 來論量利 CFA 來行 (factorial invariance) 量利 CFA 利 CFA 參數 ( 異 ) 異句說參數不 ( 2003) 行利列來不行 CFA 契度契度不不 ( 2003) CFA 利來行 CFA 參數 (baseline model) (configural invariance) 立度 (metric invariance) 量 ( 2002) 量異異量量異異數數數量行論行 (test for partial invariance) 了參數不理不 Cheung Rensvold (1999) 不料行利來 (Byrne et al., 1989) 更量樂樂 -87-

理年 ( 劉 2006 2006) 2-1 2-1 樂念說 ( ) (Perceived sacrifice) 切樂 ( ) (Perceived quality) 樂樂樂樂數 ( ) (Perceived value) 利 (perceived benefit) (perceived costs) 量 ( ) (Purchase intention) 量樂 -88-

數樂量參論不路 2004 年 9 9 9 23 2005 年 12 31 2006 年 1 31 數樂說路路路量樂度路 (1) 料 (2) 樂狀 (3) 來路 (1) 來路不 (2) (sampling frame) (3) (volunteer sample) 度 ( 李 2004) 論來路行 Cole et al (2006) 利 CFA 路 Hewson(2003) 更不度路路不行路李 (2004) 連路 ( 例 ) 路論 BBS BBS 度樂路利路量樂路行理欄 KKCity 不良樂樂論數樂流論料 IP address 欄若路料 -89-

理年料 11 年度路歷數樂樂類樂來樂理論量 (time costs) (search costs) (psychic costs) 來行樂 3 樂數來樂 5 2 3 李度量量度料 2004 年 9 9 9 23 兩禮 421 396 2005 年 12 31 2006 年 1 31 372 340 料 4-1 4-1 料數 (%) 數 (%) 232 58.59 175 51.5 女 164 41.41 165 48.5 15~18 12 3.03 2 0.6 19~22 249 62.88 79 23.2 年 23~26 112 28.28 196 57.6 27~30 19 4.80 44 12.9 30 4 1.01 19 5.6 ( ) -90-

數樂量 ( ) 4 1.01 0 0.0 度 7 1.77 5 1.5 337 85.10 205 60.3 48 12.12 130 38.2 5000 135 34.09 40 11.8 5001~10000 151 38.13 92 27.1 10001~15000 36 9.09 43 12.6 15001~20000 15 3.79 13 3.8 20001~25000 11 2.78 19 5.6 25001~30000 16 4.04 20 5.9 30001~35000 11 2.78 38 11.2 35001 21 5.30 75 22.1 行理論度 ( ) 量利來了料量參數來量 (factor loading) 4-2 4-2 量 t 料 ( ) 量 t-value t-value t-value 量量量 PQ1 0.51 16.42 0.44 13.58 0.53 9.99 PQ 2 0.61 17.82 0.53 14.94 0.65 11.20 PQ 3 0.60 17.77 0.47 12.77 0.68 12.58 PQ 4 0.65 21.36 0.55 16.05 0.71 14.07 PQ 5 0.29 8.65 0.29 7.17 0.29 5.55-91-

理年 ( ) PS1 0.46 11.97 0.48 10.45 0.48 8.30 PS2 0.75 18.10 0.76 15.85 0.76 12.66 PS3 0.60 15.68 0.61 13.64 0.60 10.75 PV1 0.79 22.76 0.81 19.40 0.73 15.23 PV2 0.40 13.31 0.43 11.20 0.41 9.75 PI1 0.88 30.80 0.95 25.84 0.80 20.57 PI2 0.94 35.03 0.98 28.98 0.90 24.04 PI3 0.57 18.28 0.54 14.05 0.64 14.67 ( ) t 來行 t 度 t 1.96(p<0.05) 4-2 量 t 1.96 參數量良切契度 4-3 SEM 行 4-3 契度 2 χ df GFI AGFI RMR NFI NNFI CFI RMSEA TOTAL 208.01 59 0.96 0.93 0.20 0.95 0.95 0.96 0.060 190.46 59 0.95 0.92 0.19 0.94 0.95 0.96 0.058 123.30 59 0.96 0.94 0.14 0.95 0.98 0.98 0.035 4-1 數樂 CFA -92-

數樂量契度來行立 ( ) 度 ( ) 異 ( ) 參數 ( ) 4-4 利度來 4-4 CFA 契度 2 χ df RMSEA 2 χ df P 313.75 118 0.063 351.78 131 0.063 38.03 13 0.000285* 474.47 144 0.074 122.69 13 5.91E-20* 497.4 150 0.074 22.93 6 0.00082* 異量 χ 2 = 38. 03 df = 13 ( p < 0.01) 量異不行 (Cheung & Rensvold, 1999) 異 p<0.01 不量列 4-5 4-5 2 χ 313.75 2 χ P 量 PQ1 315.02 1.27 0.259767 0.09 PQ2 315.73 1.98 0.15939 0.12 PQ3 324.72 10.97 0.000926* 0.21 PQ4 320.24 6.49 0.010848 0.16 PQ5 313.8 0.05 0.823063 0 PS1 313.75 0 1 0 ( ) -93-

理年 ( ) PS2 313.73 0 1 0 PS3 313.85 0.1 0.75183 0.01 PV1 313.82 0.07 0.791337 0.08 PV2 313.91 0.16 0.689157 0.02 PI1 322.93 9.18 0.002447* 0.15 PI2 318.1 4.35 0.037009 0.08 PI3 315.77 2.02 0.155239 0.1 4-5 (PQ3) (PI1) 異 4-5 PQ3 PV1 量契度 4-6 4-6 不契度 2 χ df RMSEA 2 χ df P 245.61 76 0.073 263.9 87 0.07 18.29 11 0.075091 386.33 98 0.084 122.43 11 5.88E-21* 407.79 104 0.083 21.46 6 0.001516 4-6 PQ3 PI1 行數了不 t 不行 t 說不數不 PQ3 樂便樂 PI1 來樂 t -94-

數樂量 4-7 不 t Group N Mean Std. P-value PQ3 Deviation 1 396 3.97.800 2 340 3.62.990 0.000*** 1 396 3.28 1.045 PI1 0.824 2 340 3.29.899 t 不樂 (PQ3) 了不 (PI1) 4-5 4-7 t 不不裡 ( ) ( ) 異料數 Cronbach 度量 (strong) 度 Cronbach s α 度行 736 α 數 4-8 度 CFA CFA 更了不 4-8 度 Alpha if item deleted Alpha PQ1.6878 PQ2.6920 PQ3.6794 PQ4.6523 PQ5.7698 0.7438 PI1.7519 PI2.7013 PI3.9344 0.8628 論行度了略了不異了 -95-

理年略行數樂不不行路行理行料 -96-

數樂量參李 (2004) 路臨 (6) 1-24 (2003) LISREL 理論 ( ) 北葉廊 (2004) 量 ( 六 ) 北 (1998) 量 ( ) 北 (2002) 理論 ( ) 北劉 (2006) 數樂 4(3) 285-304 (2006) 樂略理論北 Bagozzi, R.P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16, 74-94. Byrne, B., Shavelson, R. J., & Muthen, B. (1989). Testing for the equivalence of factor covariance and mean structures: The issue of partial measurement invariance. Psychological Bulletin, 105 (3), 456-466. Cheung, G.., & Rensvold, R. (1999). Testing factorial invariance across groups: A reconceptualization and proposed new method. Journal of Management, 25(1), 1-27. Cheung, G.., & Rensvold, R. (2002). Evaluating goodness-of-fit indexes for testing measurement invariance, Structural Equation Modeling, 9(2), 233-255. Cole, M. S., Bedeian, A. G., & Field, H. S.(2006). The Measurement Equivalence of Web-Based and Paper-and-Pencil Measures of Transformational Leadership, Organizational Research Methods, 9(3), 339-368. Hair, J.F. Jr., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate data analysis( 5 th ed.), Englewood Cliffs, NJ Prentice-Hall. Hewson, C., Yule, P., Laurent, D., & Vogel, C. (2003). Internet research methods: A practical guide for the social and behavioral sciences. London: Sage. Joreskog, K. G. & Sorbom, D. (1989). LISREL 7 user s Reference guide. Mooresville. IN: Scientific Software, INC. -97-

理年 A Research on Factorial Invariance of Online Music Purchasing Intentions Chung-Yang Liu 1 Abstract Measurement invariance is considered to be on the same scale if relationships between the indicators and the trait are the same across groups. In this paper, the multi-group confirmation factor analysis technology is used to analysis the factorial invariance of online music purchasing intentions. The network questionnaire method was applied because online music is mostly got from network. Two questionnaires are applied on 2004/9 and 2005/12. The factorial invariance of these perceived value models is not support. Keywords: measurement invariance, factorial invariance, confirmation factor analysis 1 Assistant Professor, Department of Information and Communication, School of Communication, Ming Chuan University -98-

理 8 1 2007 年 3 理 1 2 論理理不參異類理念論不精數來理理念理例例例理數數 1 2 北理 -99-

理年理理理來度 2004 理理理力行略略略理識不來不念 (fuzziness) 異 ( 1990) 例率句念 (Zedeh, 1973) 率? (linguistic hedge) 率率率率率若率六異率念率不易不隸不不隸連隸念率不易 ( 隆 1993) 立臨切數量度 ( 1990) 理 ( 不念理 ) 論了不力降不離理 ( 1994) (fuzzy set) 朗 (L.A. Zadeh) 六年 (Zadeh,1965) 理論類理 (perception) 念理論理 -100-

理數歷不了了理了離不不參數念裡 (Chang & Lee, 1993) 理路? 理行行?? 類量來不易參類理 ( ) 來 (group decision making) 類理參異類理念 ( 1994) 念念例論 (multi objective decision making) (multi attribute decision making) 領 (Zimmermann, 2001b) 連理數數理理論 -101-

理年類 ( 1994) 1 立 2 度 3 見 4 5 6 念隸數隸度 Zadeh 1965 年了理論理論類理念隸數來隸數 A 論 U A 隸數 µ A : U [ 0,1] x µ A ( x) µ A 隸數 ( x) A x A 隸度數數 µ U A x A 度 ( x) µ 數數連隸數數 (Dubois & Prade, 1980) 數列數 A 數 R 隸數 µ A : R [ 0,1] ( ) A ( x) ( ) A ( x) ( ) A ( x) R A ( c, a, b) ( x c)( / a c), c x a, ( x) = ( x b) /( a b), a x b, µ A µ 連 (piecewise continuous) µ (convex fuzzy subset) µ (normality of a fuzzy subset) c a < b 0,, = 隸數 < 數 A = ( c, a, b) 參數 a ( x) A µ A -102-

理隸度 ( a) µ b c 料 b c 料 A 了率易行數數料隸度 1 1 µ A ( x) 1 0 c a b x 1 數隸數料來 Dubois & Prade (1978). 數數數理 extension principle (Zadeh, 1965) 數 A1 2 A = 2 ( c, a, b ) 2 2 ( ) 數 2 A A = ( c, a, b ) 數 Dubois & Prade, 1978 ( c + c, a + a, b ) A + 1 A2 = 1 2 1 2 1 b2 ( ) 數 (-) A ( c b, a a, b ) (-) A = c 1 2 1 2 1 2 1 2 ( ) 數 A A ( c c, a a, b b ) c, c 0 1 2 1 2 1 2 1 2, 1 2 ( ) 數 ( ) ( c / b, a / a, b / c ), c 0, 0 A 1 ( ) A2 1 2 1 2 1 2 1 c2 > 例 A = 1 A = 2 ( 4, 5, 8) ( 1, 3, 5) ( ) A A ( 4 + 1, 5 + 3, 8 + 5) ( 5, 8,13) 1 2 = = ( ) ( 4 5, 5 3, 8 1) = ( 1, 2, 7) A 1 (-) A2 = 1 1 1 1-103-

理年 ( ) A ( 4 1, 5 3, 8 5) ( 4, 15 40) 1 A2, ( ) ( 4 / 5, 5 / 3, 8 /1) (.8, 1.67 8) A1 ( ) A2, 數 Zadeh 1975 年數數 (linguistic variables) 數數句例度數不數 X, T(X), U, G, M(X) Zadeh,1975a, 1975b) X 數 (the name of the variable) T(X) X (the term-set of X) 數論 U 論 a universe of discourse 數 u G 句 (a syntactic rule) X X M(X) (semantic rule) X U 例量度數 X 度 T( 度 ) 不不論度 u U 1 2 3 10 聯 U 不 1/1 0.7/2 0.2/3 0.7/2 度 u 2 不度隸度 0.7 不 0.5/1 0.8/2 1/3 0.7/4 0.3/5 0.3/2 0.5/3 0.8/4 1/5 1/6 0.8/7 0.5/8 0.2/9 0.5/3 0.8/4 1/5 1/6 0.7/7 0.6/8 0.3/9 0.5/3 0.7/4 1/5 1/6 M 不 0.5/1 0.8/2 1/3 0.7/4 0.3/5 數理兩見 -104-

理數參 Chen and Hwang 1992 參 Chen (1985) 來 Kim and Park (1990) 便 Chang and Chen(1994) 料度料樂 Chen (2002) 行 Chang and Chen (1994) Chen (2002) 數參例理理理年來理領類論 ( ) 力 2003 2007 年論 6 ; 利 ; ; ; 數 ( 2003 ; 2005a ; 2006 ; Chen & Chang, 2006b ; 林 2007 ; 2007 ) ( ) 略 2003 2007 年論 17 論 1 ADSL 路 3G 行路樂數數理連 KTV ( 2003 ; 倫 2005 ; 倫 2005a ; 倫 2005b ; 2006 ; -105-

理年 2006 ; 2006d ; 2006e ; 2006 ; 2006 ; 2006 ; 2006 ; Chen & Chang, 2006a ; 2007 ; 2007 ; 2007 ; 2007 ; 2007) ( ) 理 2000 2005 年 12 論 4 論略 ; 數流行樂略 ; 路路路路路路路略聯路 ( 2000 ; 2001a ; 2001b ; 2002 ; 2002 ; 2002 ; 2003 ; 陸 2005 ; 2005b ; 2005c ; 劉李 2005 ; 劉林 2005a ; 劉林 2005b ; 劉 2005a ; 劉 2005b ; 劉 2005) ( ) 行理 2000 2006 年 10 論 7 論 3G 行數數路略 ; 行行行行理行行 ; 理略 ; 領 ( 2000 ; 2001 ; Zimmermann, 2001a ; 2002 ; 2002a ; 2002b ; 2003a ; 2003b ; 2006 ; 2006 ; -106-

理 2006 ; 2006a ; 2006b ; 2006a ; 2006b ; 2006a ; 2006b) ( ) 理 2002 年 1 論 ( 盧 2002) ( 六 ) 理 2004 年 3 論 2 論理略聯 ERP ( 李 2004 ; 李葉 2004 ; 葉 2004 ; 盧 2004a ; 盧 2004b) 2008 力來累力了識 know-how 行 2002 類樂領行 2002 例參例度異 1994 念 -107-

Communications Journal of Management 96 年 行 梁 ( ) ( ) ( ) ( ) ( ) ( ) 良 ( ) ( ) 隆 ( ) ( ) ( ) 北 林 北路 行 梁立 (02) (02)

Communications Journal of Management 96 年行梁 ( ) ( ) ( ) ( ) ( ) ( ) 良 ( ) ( ) 隆 ( ) ( ) ( ) 北林北路行梁立 (02) (02)