臺灣博碩士論文加值系統

本研究欲探討績效指標的誘因權重如何去影響到公關部門績效，首先，以產品生命週期與消費者涉入程度將公司分為四類，接著以Milgrom and Roberts（1992）提出的誘因報償準則當作理論基礎，找出合適的績效管理制度。
根據公關主管的問卷調查，在耐久品象限中，此類型的公司在考核公關人員時，愈注重訊息類指標，則對公關部門績效有正向影響。在偏好品象限中，此類型的公司在考核公關人員時，愈注重產品類指標，則對公關部門績效有正向影響。在便利品象限中，此類型的公司在考核公關人員時，愈注重財務類指標，則對公關部門績效有正向影響。

The purpose of this research is focus on the incentive weight affects public relationship employees’ performance. The framework first uses the theory of Product Life Cycle and Consumer Involvement to classify companies into four categories. Next, we apply the incentive contract theory （Milgrom and Roberts, 1992）to devise an optimal incentive system.
Based on a survey of public manger, the result in Durable Products is that the Public Relationship Department’s performance would be better by increasing the incentive weight of Information Key Performance Indication（KPI）. The result in Preference Products is that the Public Relationship Department’s performance would be better by increasing the incentive weight of Production KPI. The result in Convenience Products is that the Public Relationship Department’s performance would be better by increasing the incentive weight of Finance KPI.

目錄
中文摘要 i
Abstract ii
目次 iii
表次 iv
圖次 v
第壹章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第貳章 文獻探討 5
第一節、公關人員的角色與任務 5
第二節、代理問題 11
第三節、產品生命週期 12
第四節、消費者涉入程度 18
第五節、誘因報償準則 19
第参章 研究方法 23
第一節、研究架構 23
第二節、公關人員的績效指標 23
第三節、誘因強度準則假設推論 29
第四節、變數定義與衡量 34
第五節、研究設計 36
第肆章 研究結果 38
第一節、資料分析方法 38
第二節、樣本敘述統計分析 38
第三節、信度與效度分析 41
第四節、常態分配分析 42
第五節、誘因強度準則分析 43
第六節、實證總結與探討 49
第伍章 結論與建議 51
第一節、研究結論 51
第二節、管理意涵 51
第三節、研究限制與建議 52
參考文獻 54
附件-問卷 56

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