19852 research outputs found
Sort by
[[alternative]]Action Research on the Integration of Picture Book and Kindergarten Improve
No full text[[abstract]] 本研究旨在以繪本融入於幼兒品格教育教學在幼兒園實施之成效，以「善念」、「勤勞」、「負責」、「感恩」、等 四 項 品 格 核 心 為 究主軸，以雲林縣一所幼兒園的大班生，其中男生5名、女生3名，等8名幼兒為研究對象，研究方法以行動研究為主，運用8本有關品格核心繪本，進行為期8週的品格繪本教學；探討幼兒經過繪本教學後，品格能力之表現情形，研究過程中資料蒐集包括：教學省思、教學實錄表、協同教師回饋單、幼兒學習單、幼兒作品及家長訪談紀錄表等，進行三角驗証來探討繪本教學對提升幼兒品格能力之成效。 研究結果發現： 一、幼兒在「善念」的表現有所進步：幼兒能瞭解善念的意義，當別人有困難時能主動幫助他人、關懷他人、有同理心及愛護校園中的植物、昆蟲。 二、幼兒在「勤勞」的表現有所進步：幼兒能瞭解勤勞的意義，在家或在園時都能主動幫忙打掃、整理環境、喜愛運動等行為上。但發現幼兒在主動學習的這個區塊上，仍需老師時常耳提面命提醒著，仍有進步的空間。 三、幼兒在「負責」的表現情形：幼兒能瞭解負責的意義，可以收拾自己玩過的玩具或文具用品、整理書包、答應過別人的事一定要做到、會主動照顧幼小同儕。 四、幼兒在「感恩」的表現情形：幼兒能瞭解感恩的意義，透過實際行動或卡片，來感謝照顧、幫助過自己的大人或同儕；建立環保意識、用實際行動來守護地球媽媽。 五、提升班級經營的氛圍：班級運用繪本教學，來提升孩子品格行為的建立，看到班上透過繪本教學的潛移默化的影響，營造出善念、勤勞、負責、感恩等氛圍，孩子也提昇對班級的認同感與凝聚力。 根據研究結果，本研究對未來教學者及研究提出建議，作為繪本融入幼兒品德教育之參考。[[abstract]] The purpose of this study is to integrate the picture book into the effect of the implementation of the teaching of character education in early childhood in preschool, with the main cores of ＂kind-thoughtful＂, ＂hard-working＂, ＂responsible＂, and ＂grateful＂. The 8 senior class students in the kindergarten in Yunlin County, including 5 boys and 3 girls, are the research subjects. The research method is based on action, and 8 picture books of characters' core are used to conduct the 8-week character picture book teaching. Discuss the performance of children's character ability after picture book teaching. The data collection in the course of research includes: teaching thinking, teaching record form, collaborative teacher feedback sheet, child learning form, children's work and parent interview records, etc. To carry out triangulation verification to investigate the effectiveness of picture books for teaching young children to enhance the ability of character. First, the performance of young children in the ＂kind-thoughtful＂ has improved: young children can understand the meaning of kind-thoughtful, when others have difficulties can take the initiative to help others, care for others, empathy and care for plants and insects in the campus. Second, the performance of young children in the ＂hard-working＂ has improved: young children can understand the meaning of hard work, at home or in the garden can take the initiative to help clean, organize the environment, love sports and other behavior. But found that for young children to actively learn, still need teachers often ear-to-ear reminder, there is still room for progress. Third, the performance of children in ＂responsible＂: children can understand the meaning of responsibility, they can pack their own toys or stationery supplies, organize their schoolbags, accomplish their promises when given, and will take the initiative to take care of young peers. Fourth, the performance of young children in the ＂grateful＂ situation: young children can understand the meaning of gratitude, through practical action or cards, to thank their adults or peers, to build environmental awareness with practical action to protect the earth. Fifth, improve the atmosphere of class management: class use of picture books teaching, to enhance the establishment of children's character behavior, and see the implicit influence of picture books teaching, to create an atmosphere of kind-thoughtful, hard-working, responsible, grateful, children also enhance the class identity and cohesion. According to the results of the study, this study makes suggestions for future teachers and research, as a reference for integrating the picture books into the moral education of young children
[[alternative]]The Analysis of Interpretation of Sound and Tone on Erhu--A Case Study of Honghu Capriccio
No full text[[abstract]] 本詮釋報告主要藉由二胡曲《洪湖主題隨想》來做為分析的內容，運用《閔惠芬與香港中樂團—洪湖主題隨想》光碟及《二胡高傳真》光碟和筆者演奏，來比對《洪湖赤衛隊》光碟裡「看天下勞苦人民都解放」這首曲子的演唱，以歸納二胡演奏上利用滑音、揉弦等技巧，探討二胡聲腔化的詮釋與表現手法。 本篇報告分可為三個部份，第一部份是對於過去所做的相關文獻進行探討，並陳述此一研究的動機及目的。第二部份針對《洪湖主題隨想曲》進行「二胡器樂聲腔化」的演奏手法分析。第三部份則為本篇的結論。[[abstract]] This interpretation report mainly uses the erhu song ＂Honghu Capriccio＂ as the analysis content, using ＂Min Huifen and Hong Kong Chinese Orchestra---Honghu Capriccio＂ CD and ＂Erhu High Quality＂ CD and my performance to compare the song of ＂Look at the Liberation of the Working People＂ at ＂Hong Lake Red Guards＂ CD. To summarized the erhu's vocalization interpretation and performance techniques by using techniques such as glide and string rubbing. There are three parts in this interpretational report: the first part focuses on literature review, motive and purpose in research; the second part is the analysis of fingerings in playing by erhu, and the third part is the conclusion
[[alternative]]A Study on the Impacts of Low Birth Rate on Implementation of the Funeral Ceremony
No full text[[abstract]] 現今的喪禮在面臨時代的變遷與人口結構的改變而發生少子化時，它的儀節執行會受到怎樣的影響﹖而殯葬業者對於受影響的喪禮儀節執行又有怎樣的因應措施﹖有待本研究尋求解答。本研究採取質性研究取向，並以「深度訪談法」與「文獻分析法」作為研究資料蒐集之主要方法；研究參與者的選取則是以「立意取樣」方式，選取年資最少五年以上的殯葬禮儀服務人員而且具禮儀師資格者共有十位；最後以「主題分析法」將訪談逐字稿文本，做系統性的歸納與分析。 獲致結論如下：壹、 喪禮儀節執行受到少子化影響的情形：一、 子女少無法分批輪流守靈二、 子孫少無法分工做滿七個七三、 家庭人口少多採停柩出或靈前出以取代租借禮廳舉行奠禮四、 子女少不返主及安靈將神主牌位寄放納骨堂（塔），朔望奠由納骨堂（塔）人員代勞貳、殯葬業者對喪禮儀節執行受少子化影響的因應措施：一、 建議喪家不守靈或是花錢請禮儀人員代勞，禮儀公司應視需求適時補充人員二、 建議出殯前雖然只做頭七與滿七，應於出殯後再繼續做完其他的七三、 建議喪家如不租借禮廳來舉行奠禮，業者應知會館方承辦人員，以利停柩出或靈前出順利進行四、 建議喪家將神主牌位暫奉納骨堂（塔），一年後再回家合爐或是永久供奉於納骨堂（塔），業者應找信用及管理良好的納骨堂（塔），以維護喪家的消費權益 承上述結論，研提建議如下：一、 檢討修正《平等自主慎終追遠–現代國民喪禮》一書，將因應少子化的措施納入，以利各界參考使用二、 還是要守靈，可找堂兄弟姊妹來幫忙，才不違背喪禮的功能三、出殯完後要繼續再做其他的七，以達慎終追遠、孝道倫理目的。[[abstract]] Funerals nowadays are facing generation and demographic structural changes; how will the low birth rate affect the ritual? What measures do the funeral practitioner take to respond to the affected funeral rituals? To find out the answers, this study adopted the qualitative research orientation, used in-depth interview and document analysis as the main methods of data collection. Participants for this study were selected on the basis of intentional sampling. Ten licensed funeral directors who has the experience in funeral industry for at least 5 years were chosen. Finally, the interview was written verbatim using thematic analysis to do the induction and analysis systematically. The research conclusions are as the followings: First, funeral rituals implementation is affected by the low birth rate: 1. There are fewer children to take turns doing the death watch.2. There are fewer children to divide the work for full seven.3. Small families usually use ting-jiou-chu or ling-chian-chu in replace of renting ceremony hall to hold ceremonies.4. Children don't return to their hometown often, so the memorial tablet is usually laid in the columbarium. Second, the advice in response to the affected funeral rituals are as the followings: 1. More customers ask the funeral homes to do the death watch for them so funeral homes are advised to consider hiring more employees if needed. 2. The funeral homes are advised to do first seven and full seven before the body is buried and then continue to complete the other sevens. 3. Advise the customers not to rent a ceremony hall for the ceremony, funeral director should inform case officer, make ting-jiou-chu or ling-chian-chu go smoothly. 4. The Memorial Tablet is advised to be put into the columbarium permanently or temporarily before returning to household altars one year after. Morticians are responsible for finding columbarium with good credit that manage perfectly to protect the consumer right of bereaved families. Based on the above conclusions, the recommendations according to the research are as the followings: 1. Review and amend the responding measures of low child birth rate to the book 平等自主慎終追遠–現代國民喪禮 for others to refer to. 2. It is important to keep the death watch tradition. One can find cousins to help so as not to violate the function of the funeral. 3. After the body is buried, one must continue to do the other sevens in pursuit of ethics and filial piety
[[alternative]]A Study on Intimate Relationship of Middle Age Females--The Perspective of Gestalt Approach
No full text[[abstract]] 本研究旨在探究中年女性親密關係之經驗。目的在以完形取向觀點探討中年女性，於親密關係的覺察與調整經驗。期待以女性的視角，呈現受訪者所感知身心狀態之經驗。 研究方法採用質性研究，邀請40歲以上的中年女性，親密關係持續進展中，且時間達五年以上者參與研究。研究參與者共有四位，年齡範圍自四十五歲至五十四歲，親密關係持續達十四年至二十六年。研究者採半結構訪談方式，以敘事取向做為資料蒐集及分析的方法，依據「整體－內容」模式進行分析，期盼提供當事人親密關係經驗之覺察與洞見，提供實務工作者參考之視野。 透過受訪者描述親密關係中看見的自己，探討親密關係之整體發展，從初期滿懷期待到面對婆家介入干擾，及後續現實生活考驗，最終轉回到「跟自我相遇」的經歷。四位受訪者透過不同的方式，發現具有彈性與創造力之生命視野。一、認知結構的調整（一）解除「認同」帶來的框架﹔（二）看見存在主義四大主題﹔（三）生命靈性轉化的視野﹔二、開展無限可能的生活實驗（一）把光亮帶進關係、黑暗自動潰散（二）回到自己、回到此時此刻（三）為自己的「置身所在」負責。[[abstract]] This study aims at exploring the experiences on awareness and adjustment of intimate relationship of middle-age females via the perspective of gestalt approach, hoping to present the experiences of the interviewed samples' sensing their physical and mental situations from the viewpoints of females. A qualitative research was adopted as a study approach, inviting middle-age females over forty years old with continuously developing intimate relationship over five years to participate the study. Four females aged from forty-five to fifty-four with intimate relationship lasting from fourteen to twenty-six years took part in this research. The researcher adopted a semi-structure interview with narrative orientation as a method for data collecting and analyzing, following the procedure of ＂overall—content＂ for data analysis and expecting to provide the parties involved with awareness and insight on the experiences of intimate relationship for the vision of practical workers' reference. During the interviews, the samples saw themselves when describing their intimate relationship and recalling their overall developments of intimate relationship—the experience from holding expectation in the beginning till the interferences came from husbands' families then to the tests in the real life followed and turned back to ＂meeting with myself＂ at the end. The four samples found their own flexible and creative life visions through different ways. 1. Realizing structural adjustments: (1) released the frame of ＂identity＂ (2) viewed the four themes of Existentialism (3) obtained the vision of spiritual transformation of life. 2. Started life experiments of unlimited possibility: (1) brought light into the relationship to automatically collapse darkness (2) backed to self and returned to the presence (3) be responsible for ＂where you are＂
[[alternative]]A Study on the Development Process of the Meaning of Life of Middle-aged and Elderly Tzu Chi Volunteers
No full text[[abstract]] 本研究主要探討中高齡慈濟志工生命意義感開展歷程，訪談三位中高齡慈濟志工，以敘事研究方法呈現生命故事並進行跨個案分析與討論，研究結論如下：一、關於中高齡者參加慈濟志工的緣起與動機，外在因素可分為受到上人理念的感召、家庭教育的影響、重要他人的鼓勵。內在因素分為覺得自己能夠承擔、鼓勵親人一起參與志工、本來就喜歡幫助人。二、關於中高齡者參加慈濟志工的收穫轉變、持續動力、挫折因應三個方面。首先，收穫轉變包括四個向度：自我肯定、自我成長、自我消融、自我超越。第二，持續動力包括三項因素：就是喜歡助人、不經意的付出善意，有一天回到自己身上、自己的選擇。最後，挫折因應包括探訪個案找回初發心、提起善解包容心來轉念、感同身受個案、學習轉念與釋懷、堅持做對的事。三、中高齡慈濟志工生命意義感的內涵有六項，分別是在承擔中生起解脫智慧心、助人中實踐利他慈悲心、付出中體會自我價值感、行動中開闊自我眼界、服務中感受生命意義感、發願中超越生命侷限性。四、中高齡慈濟志工生命意義感的來源有八項，包含典範楷模、擔任志工後的體悟、承襲母親的行善理念、親人往生的體悟、重要生命經驗的反思、助人最快樂、信仰的力量、內在的覺醒。五、生命意義感對中高齡慈濟志工的影響則分為六項。首先是三位慈濟志工在生命意義感的開展歷程中，以慈悲喜捨的心，連結自己和整個世界。第二是參加慈濟志工後，更清楚自己的生命意義感。第三是實踐生命意義感，是持續參加慈濟志工的動力。第四是主動承擔慈濟志工，以落實生命意義感。第五是生命意義感影響中高齡慈濟志工的生涯發展與未來生涯規劃。最後是生命意義感影響中高齡慈濟志工面對死亡的態度。[[abstract]] This study mainly discusses the development process of the meaning of life of middle-aged and elderly Tzu Chi volunteers. Interviews by three middle-aged and elderly Tzu Chi volunteers to present life stories and conduct cross-case analysis and discussion through narrative research. The research conclusions are as follows: Regarding the origin and motivation of middle-aged and elderly people to participate in Tzu Chi volunteers, external factors can be divided into being inspired by the idea of the master, influenced by family education and encouraged by important others. The internal factors are divided into feeling able to bear, encouraging relatives to participate in volunteer work together, and already like to help others. In terms of the transformation, continuous motivation, and response to setbacks of middle-aged and elderly people participating in Tzu Chi volunteers, the transformation of harvest includes four dimensions: self-affirmation, self-growth, self-dissolution, and self-transcendence; continuous motivation includes three factors: I like to help others, give kindness inadvertently, and return to myself and my choice one day. The frustration response includes visiting the case to regain the original intention, bringing up compassion and tolerance to change thoughts, empathizing with the case, learning to change thoughts and relief, and persisting in doing the right thing. There are six connotations of the meaning of life for middle-aged and senior Tzu Chi volunteers. They are: developing freeing wisdom in commitment, practicing altruistic compassion in helping others, experiencing self-worth in giving, broadening one's horizons in action, and feeling the meaning of life in service. Transcend the limitations of life in feeling and making aspirations. There are eight sources for the sense of life of middle-aged and elderly Tzu Chi volunteers, including model learning, experience after serving as volunteers, inheriting the concept of good deeds from mothers, experience of loved ones, reflection on important life experiences, helping the happiest and faith Power, inner awakening. There are eight sources of the sense of meaning of life for middle-aged and senior Tzu Chi volunteers, including model role models, experience after volunteering, inheriting mother's benevolence philosophy, understanding of relatives passing away, reflection on important life experiences, happiest helping others, and the power of faith , Inner awakening. The impact of the sense of meaning of life on Tzu Chi volunteers for middle-aged and senior citizens are divided into six categories. The first is that three Tzu Chi volunteers connect themselves and the world with compassion and joy in the development of the meaning of life. The second is that after joining Tzu Chi volunteers, I have a better sense of the meaning of my life. The third is to practice the meaning of life, which is the motivation to continue participating in Tzu Chi volunteers. The fourth is to take the initiative to volunteer for Tzu Chi to realize the meaning of life. Fifth, the sense of meaning of life influences the career development and future career planning of middle-aged and senior Tzu Chi volunteers. Finally, the meaning of life affects the attitude of middle-aged and elderly Tzu Chi volunteers toward death
[[alternative]]A Case Study of Nonprofit Organization's Fundraising Capability and Strategy
No full text[[abstract]] 本研究旨在探討非營利組織如何發展勸募能力、如何規畫與執行勸募策略與在勸募策略上所遭遇到的困境及因應方式。 非營利組織的勸募能力可以透過董事會及志工、人力資源、資訊科技及行銷與公關資源，來發展及應用。董事會負責做轉介資源的連結，以及人脈的引薦；志工們則是在地深耕，經營社區關懷服務、愛心連結；專職員工展現專業能力，舉凡募款活動的設計、安排、以及推廣。資訊科技應用，可以應用不同的捐贈方式、Facebook粉絲團的故事分享、EDM電子報聯繫情感、捐款管理方面也藉著資訊系統簡化手續流程。在公關行銷方面，可以透過媒體行銷、網路行銷與Facebook故事行銷。 非營利組織的勸募策略規劃，由在地的實體活動：例如義賣活動、校園募款、街頭募款籌措經費，活動經費不足的部份，可以藉由線上勸募，向企業提案和企業行銷通路資源做連結。對於勸募市場的策略定位，不同的市場適用不同的策略定位，相較於使用同一個勸募策略行銷，會較容易成功。 而勸募策略成功的因素，主要包括：(1)要做好事前準備：例如每年的年度勸募活動、特殊舉辦的活動、郵件勸募、網路勸募；(2)事中：做好服務口耳相傳；(3)事後：較大額的捐贈或特別的捐款項目，致贈感謝狀，或特辦感謝的儀式。 在勸募活動的策劃與執行上，可能遭遇的困境與因應方式包括：(1)服務方案很多，不可能每一個都募到它所需的經費，但是服務方案可以透過不指定捐贈方式來持續進行；(2)對於捐款者持續捐款的意願並不踴躍等問題，可以藉由多了解捐款人的特質和行善動機來改善；(3)面臨勸募市場之競爭，可以結合勸募活動與多元事業發展，來支持非營組織的永續經營。[[abstract]] This research discusses how non-profit organizations develop consultative fundraising capabilities, how to plan and execute fundraising strategies, and how to respond to conflicts encountered in the execution of fundraising strategies. The non-profit organization's fundraising capabilities can be developed and applied through the board and volunteers, human resources, information technology, and marketing and public relations resources. The board of directors is responsible for the connection of referral resources and the introduction of contacts; the volunteers are digging deep in the ground, operating community care services, and lovingly linking; full-time employees demonstrate professional capabilities, design, arrangement, and promotion of fundraising activities. Information technology application, the organization can apply different donation methods, FB fan group story sharing, EDM newsletter in public relations marketing, through media marketing, online marketing and FB story marketing. The strategic planning of the non-profit organization's fundraising can be carried out through local entity activities: such as charity sales, campus fundraising, and street fundraising. The insufficient part of the activity can be reduced through online persuasion. Marketing is a strategic positioning for advisors to raise the market. Different markets apply different strategic positioning. The factors for the success of the fundraising strategy mainly include: (1) be prepared in advance: for example, annual fundraising activities, special events, email fundraising, and online fundraising; (2) in the event: emphasize word of mouth; (3) afterwards: The large donation may be acknowledged by a gift certificate, or a special thanks ceremony. In the planning and execution of the fundraising activities, the possible challenges and ways to deal with them include: (1) there are many service plans, and it is impossible for each to collect the fees it needs, but the service plan can be continued by not specifying the donation method. ; (2) the issue of the donor's intent to continue donating is not enthusiastic and other issues, which can be improved by understanding more about the donor's characteristics and motivations for doing good; (3) facing the competition of the consultant recruitment market, it can combine the fundraising activities and new venture development to support the sustainable operation of non-profit organizations
[[alternative]]Toward an Integrative Model of Mobile Banking Adoption in Cambodia: Antecedents, Mediators, and Consequences
No full text[[abstract]] 本研究旨在從科技接受模式(TAM)及價值增加模式(VAM)驗證影響柬甫寨消費者對採用行動銀行的重要因素。本研究首先就行動銀行採用行為來整合外部影響因素，如：口碑、信任、社會影響及社會規範。其次，著重在TAM理論所出的知覺有用及知覺易用，此二要素對於消費者採用行動銀行的態度及知覺價值有直接影響。第三，從VAM角度探討知覺犧牲中的知覺費用及技術如何影響知覺價值。第四，著重在知覺價值如何影響使用行動銀行之態度。最後，驗證外部利益、知覺利益、知覺價值、採用態度及採用行為之間的關係。二個干擾因子為知覺行為控制及知覺風險也進一步探討。本研究分為2階段進行：第1;階段日一卜人利用網路問卷對60位行動銀行使用者及非使用者進行前測調查；第2階段蒐集了253份網路問卷。假設檢定採用SPSS及PLS進行。實證結果顥示本研究所提出之假設獲得支持，也再次確認這些因素是影響甫寨消費者對採用行動銀行的重要因素。本研究之結果可做為在採用新科技時之理論基礎，並提出了實證結果。此一結果對學術界及實務界都有相當參考之價值。[[abstract]] This study tried to identify the crucial components for consumers' adoption of mobile banking in Cambodia by integrating the theory of Technology Acceptance Model (TAM) and Value-based Adoption Model (VAM). The purposes of this study firstly investigate the external influential elements such as word-of-mouth; trust; social influences and social norms for mobile banking adoption. Secondly, focus on TAM aspects such as perceived usefulness and perceived ease of use. These two parts of elements directly influence on attitude toward mobile banking and perceived value. Thirdly, focus on how VAM aspects of perceived sacrifice dimensions such as technicality and perceived fee which influence on perceived value. Fourthly, focus on how perceived value influence on attitude toward mobile banking. Moreover, to observe the relationships between external influence, perceived ease of use, perceived usefulness, perceived sacrifice, perceived benefit, perceived value, attitude toward mobile banking, and intention toward mobile banking in Cambodia. Two moderators: Perceived behavioral control, perceived risk toward using mobile banking are selected to investigate their moderating effects. The study was carried out in two stages: (1) In the qualitative study, 60 respondents from banking users and nonusers through online survey. (2) In the quantitative study, 253 data were collected from Cambodia consumers by online surveys. The testing hypotheses in this study were used SPSS 23.0 software and the Partial Least Squares (PLS) software. This study outcome supported our hypotheses to confirm those important factors affecting consumers' adoption of mobile banking. This study's result has provided a theoretical foundation for new technology adoption and also provided empirical evidence to enhance mobile banking. These results are not only practical for professionals but also helpful for academics to investigate influential variables for mobile banking
[[alternative]]Understanding Generation Z Behavior Towards Cosmetic Brand Equity Through Social Media Marketing Communication
No full text[[abstract]] 由於Z世代客戶在柬埔寨全人口中佔有的重要比例，因此Z世代客戶在當前的潛在客戶中佔有很大的比例。本研究旨在檢驗在社交媒體行銷傳播之情境（企業創建之社群媒體及使用者自創之社交媒體）下，Z世代對化妝品品牌之影響為何？本研究採用量化研究法，以柬埔寨化妝品消費者為樣本資料，進行網路調查來驗證假設。本研究共蒐集了371名受訪者的樣本，透過探索性因素分析、共同方法變異、smart-PLS和Sobel檢驗進行數據分析。結果顯示Z世代更喜歡兩種社交媒體行銷傳播方式來接觸品牌。社交媒體營行銷傳播因素的兩個主要構面對品牌資產、品牌信任和品牌滿意度有重大影響。品牌資產和品牌信任已成為可以協調公司創建的社交媒體傳播的媒介和用戶自創的社交媒體傳播對品牌滿意度影響的媒介。品牌體驗之干擾變數可以加強品牌資產和品牌信任對品牌滿意度的影響。再者，大多數以前的研究並未全面性地整合到關於Z世代行為對品牌資產之影響，此研究結果可為在未來進行品牌資產研究的研究者在進行實證檢驗提供重要參考。這些結果也有助於專業人士確定營銷策略和品牌管理，以提高品牌資產和公司的盈利能力。[[abstract]] Generation Z customers indicated a significant share of the current potential customer today due to its significance portion of the entire population. This study aimed to investigate the effect of generation Z behavior toward cosmetic brands through social media marketing communication (firm created social media communication and user-generated social media communication). The study adopted the quantitative approach to collect the data from cosmetic consumers and to test hypotheses through an online survey in Cambodia. Exploratory factor analysis, common method variance, smart-PLS, and Sobel's test were used for data analysis by utilizing the sample of 371 respondents. The results indicated that Generation Z preferred both types of social marketing communication to access the brand. The two major dimensions of social media marketing communication factors have significant influences on brand equity, brand trust, and brand satisfaction. Brand equity and brand trust have served as two mediators that can mediate the impacts of the firm created social media communication and user-generated social media communication on brand satisfaction. Brand experience can moderate the influences of brand equity and brand trust on brand satisfaction. Subsequently, most of the previous studies do not integrate into a more comprehensive generation Z behavior on brand equity; the results of this study have provided as an essential reference for academicians to conduct further empirical validations on the research of brand equity. The effects are also beneficial for professionals to identify the marketing strategy and brand management to boost brand equity and the profitability of the firm
[[alternative]]The Effects of Product Characteristics, Purchasing Channels and Word-of-Mouth on Purchase Intention
No full text[[abstract]] 網際網路的普及化、全球電子商務市場蓬勃發展，人們網路購物的消費習慣持續加深，可透過網路瞭解產品特性以選擇利於自己的管道而從事購買行為，這樣的消費行為及現象，使傳統的實體購物與新興的網路購物共存於消費市場上。 本研究目的在於瞭解消費者在面對不同產品特性、選擇不同通路購買方式及口碑影響的因素之下，對於本身購買意願的動機，以作為實體商店與網路商店業者擬定各項行銷策略、進行消費市場定位的參考。 本研究採用問卷調查方式蒐集資料，以一般民眾為調查對象，研究樣本共收回255份問卷。透過IBM SPSS 18版統計分析軟體分析之研究結果指出，產品特性對通路購買方式與購買意願具有顯著正向影響，消費者對於想購買的產品會考慮產品的品牌、品質及價格後並評估利用實體店鋪購買或網路消費才能滿足需求，進而影響其購買產品的意願；通路購買方式對購買意願具有顯著正向影響，可見消費通路選擇也會是滿足購物需求項目之一；通路購買方式在產品特性與購買意願之間具有部分中介效果，消費者會因通路購買方式認同程度對購買意願產生間接的影響效果；通路購買方式與購買意願之間口碑存在負向干擾效果，口碑與通路購買方式的交互作用下對購買意願有顯著的負向影響，良好的口碑，如果因其通路購買方式較為複雜，而導致產品取得不易或是需支付額外的費用，消費者可能因此而降低購買意願。[[abstract]] With the Internet universalizing and global business market flourishing rapidly, online shopping continuously infiltrates daily life. People collect and figure out the characteristics of different products through the Internet. Then, consumers' behavior will be carried out either through physical channels or virtual channels. This situation makes traditional and online retailers co-exist in the business. The purpose of this study is to realize the effects of purchase intention on different product characteristics, purchasing channels and word-of-mouth, attempting to provide some references for merchant during marketing strategy and position planning. The study mainly takes questionnaire as a measurement tool. The objects are general public. Total 255 copies of questionnaires are received. According to the statistical results analyzed by IBM SPSS 18, there is a significant positive effect of product characteristics on purchasing channels and purchase intention. Consumers take brand, quality and price of the product they want to buy into consideration and evaluate whether the traditional or online retailer meets demand, thereby affecting their purchase intention. There is also a significant positive effect of purchasing channels on purchase intention. Thus, the selection of retailer is one of the conditions to fulfill shopping needs. There is a mediating effect of purchasing channels on the relationship between product characteristics and purchase intention. Consumers' sense of identity towards purchasing methods indirectly affects purchase intention while word-of-mouth negatively affects on the relationship between purchasing channels and purchase intention. The interaction between purchasing channels and word-of-mouth contributes a significant negative effect on purchase intention. With a word-of-mouth in favor, if it is difficult to obtain the product or there is additional cost due to the complicated purchasing channels, purchase intention may decrease
[[alternative]]The Factors Influence Customer Satisfaction: A Case Study of Univision LLC in Mongolia
No full text[[abstract]] 這些天來，社交媒體和互聯網平台日趨發展。地球上的所有人口都在使用互聯網與某人進行交流，獲取信息，甚至有些人甚至通過商業使用它。互聯網的發展證明了過去30年改變了人們的生活。而且，每個家庭都有電話和電視，以在家中獲取信息或娛樂自己。 如今，許多企業已經基於計算機，電話和電視發展了。幾乎每個家庭的家裡都有這3種設備。但是那些設備必須由產生此服務的公司與Internet或電視電纜連接。幾年前，有許多公司提供互聯網，電話服務或電視電纜。但是沒有一家公司同時提供IPTV。 Univision LLC是最大的通過三重服務（電話，IPTV和Internet）為人們服務的組織。它是蒙古的№1ICT（信息和通信技術）組織。研究人員選擇了這家公司進行這項研究，以研究客戶滿意度，找出主要影響因素並提出改善服務質量的建議。 這項研究的目的是在蒙古選定的電信組織中確定客戶滿意度評估。 SERVQUAL問卷是評估客戶對客戶滿意度的評估指標。結果，電信組織必須找到保持現有客戶以吸引新客戶的便捷方法。本研究旨在為新進入者實現獲得可持續競爭優勢的最佳途徑。 以前的研究人員認為，服務質量對於吸引新客戶，通過增加客戶和忠誠度來賺取利潤具有積極作用。因此，本研究著重於確定可以直接影響客戶滿意度，客戶滿意度和客戶忠誠度的服務質量因素之間的關係。將進行調查以收集來自300位Univision LLC在烏蘭巴托市的蒙古消費者的信息，並使用SPSS 23統計軟件，並使用Microsoft Office EXCEL進行分析或得出結論。這項研究的重要性是為Univision客戶服務經理提供建議和幫助，以製定出戰略解決方案。[[abstract]] The social media and platforms of internet are developing day by day in these days. All of the population of earth is using internet to communicate somebody, getting information and some of the population even use it by business. It is the proof of development of internet that changed people's life in last 30 years. Also, every household have telephone and TV to get information at home or entertain themselves. Univision LLC is the largest organization that serves people by triple service (Telephone, IPTV and Internet). It is the Mongolian NO.1ICT (Information and Communication Technologies) organization. The researcher has chosen this company for this study to research customer satisfaction, find out main impactful factors and give them suggestion to improve their service quality. The purpose of this study is to determine customer satisfaction assessment at a selected telecommunication organization in Mongolia. The indicator to evaluate the customer's perceptions of customer satisfaction is the SERVQUAL questionnaire. As a result, the telecommunication organizations have to find convenient ways to attract new customers by keeping current customers. This study intends to realize the optimal way to get sustainable competitive advantage for new entrant. Previous researchers defined that service quality positive effects on attracting new customers, earn profit by increasing customers and loyalty of customer. Therefore, this study focused on to determine relationship of service quality factors that can affect customer satisfaction directly, satisfaction of customer and customer loyalty. Survey will be conducted to collect from 320 Univision LLC's consumers of Mongolia in the city of Ulaanbaatar and SPSS 23 statistical software and Microsoft office EXCEL is used to analyses or conclude. The importance of the study is to provide suggestions and help to produce a strategic solution for Univision customer service managers