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研究生(外文):Tao-Hung Liu
論文名稱(外文):A Study on the Terminal Value of Information Technology License
指導教授(外文):Yu-Ling Lin
外文關鍵詞:Information Technology LicenseAttributes-Consequences–ValuesMeans -End Chain
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Chinese job market is flooded with the University graduates, but the employers still feel that there’s no sufficient human resources available. Meanwhile, college students also have to face high unemployment rate and the pressure of being jobless. Many job seekers are about to enhance their competitiveness has joined learning programs, and thus obtain the basic certificate to prove their professional competence, also known as the "license". This research used a means-end chain, which can link the properties of the products or emotional consumption results to the ultimate goal of value, and also can explore the link among “Attributes-Consequences–Values”. This method can be from the perspective of job seekers understanding of their inner value for obtaining information on licenses, and “Hard Ladder” in the “ladder” as the interview information license made tools for the IT certification tutorial by reference in the development of marketing promotion strategy.
The total number of valid questionnaires is 146, samples divide into male and female, teachers and students which are grouped and for different value of the discussion. The results show that the pursuit of the ultimate value of the IT license stands for a sense of accomplishment, self-fulfillment, a sense of security and being employed. Different user groups to pursue the goal of value are more consistent, but the important attributes and consequences of the interests of the great differ and are significant. Male and female in terms of the results of interest for the IT license, male samples tend to enhance the self-efficiency, female samples attach more importance to increase employment advantage. If based in different results between teachers and students, teachers place more emphasis on mental level enhancement. However, students can have a more substantial harvest. IT license is not only the examination to test personal professional ability, but also the index for people who keep on pursuit profession specialty in the future. Meanwhile the process of pursuit also fulfills the value of life.

摘要 i
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
二、文獻探討 5
2.1 資訊證照產業現況 5
2.2 方法-目的鏈 5
三、研究方法 9
3.1 階梯訪談法 9
3.2 資料分析法 10
3.3 樣本結構統計分析 12
四、研究結果 14
4.1 編碼結果 14
4.2 蘊含矩陣與主要階層價值圖(HVM) 17
4.3 分群HVM 20
五、結論與建議 26
5.1 研究結論 26
5.1.1 資訊證照價值階層內涵 26
5.1.2 各族群之差異 27
5.2 管理意涵 28
參考文獻 33
附錄一 資訊證照路徑編碼 35
附錄二 「資訊證照使用者之顧客價值研究」硬式階梯問卷 47

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