內容分析法之回顧與分析：以台灣商管期刊為對象

A literature review and analysis on content analysis of business and management periodicals in Taiwan

蘇中信(Chung Su) ； 吳訂宜(Ting-Yi Wu) ； 洪宗德(Tzong-Der Horng)

《弘光學報》 68期 (2012/12) Pp. 1-20

https://doi.org/10.6615/HAR.201212.68.01

摘要

儘管學者(Neuendorf, 2002; Krippendorff, 2004)認為內容分析法是一項快速發展的研究技術，但是關於內容分析法在台灣的發展卻少見完整的討論。本研究審視十二年(2000~2011)來台灣商管學術社群對於內容分析法的運用，從台灣商學企管資料庫中篩選72篇文獻，藉以描繪內容分析法在期刊出版、文獻刊登、作者人數類型、研究者引用的理論或模型和應用的學科或管理議題及機構等面向的特徵和趨勢。透過皮爾森相關係數、時間序列、獨立樣本t檢定等方法實證發現，內容分析法受到台灣某些商管期刊相當程度的重視；就內容分析法文獻在刊登，時間與數量的特徵或關係而言，刊登內容分析法的期刊數，會受TSSCI期刊及刊登內容分析法文章的總篇數影響；從作者人數類型來看，共同著作是主流趨勢；在研究者引用理論或模型和應用方面，方法目的鏈模式常結合內容分析法，而內容分析法最常應用的學科是行銷，最常應用的管理議題是組織；從著作發表者機構背景來觀察，公私立普通大學作者發表的比重大於公私立技職院校作者發表的比重。

關鍵字

內容分析法 ； 文獻回顧 ； 時間序列

並列摘要

There has been little completed academic research on discussion the development of content analysis in Taiwan. Although scholars, for example, K. A. Neuendorf and K. Krippendorff, regard that content analysis is a speedy developing research technology. This paper focuses on periodicals articles on content analysis in the field of business and management which were published from 2000 to 2011 in Taiwan. We collect 116 relative articles and examine 72 articles of all articles to identify features and trends of the content analysis in the field of business and management in Taiwan. By applying several techniques, such as Pearson’s correlation coefficient, time series and two-sample t-test, there are five remarkable features were founded in the research. First, data reveal that some business and management periodicals pay attention to content analysis. Second, the publication of articles which is applying content analysis is affected by varieties. Third, as to namely number of authors, it is clear that the trend of co-author is prevailing. Fourth, as to frequency, means-end chain model is the theory/model that most apply content analysis. Marketing is the discipline that most apply content analysis. Organization is the management issue that most apply content analysis. Finally, as to the contribution of institutional researchers, the application ratio of content analysis in universities is more than that in polytechnics or technological universities.

並列關鍵字

Content Analysis ； Literature Review ； Time Series

參考文獻

方國定(2000)。資訊系統之群體診斷分析-SWOT、QFD及AHP整合應用。商管科技季刊，1 (1)，17-38。

吳紹群（2002）。內容分析法與圖書館學研究。圖書與資訊學刊，40，47-61。

唐震、謝宗憲(2009)。以TSSCI為例探討學術共同著作現象。企業管理學報，81 ，43-84。

黃吉村、渥頓、劉宗其(2006)。虛擬關係行銷之跨文化比較―以台、日、美三文化之電視購物為例。管理學報，23 (2)，263-287。

黃淑琴、陳貞吟(2011)。從價值與魅力品質理論探討女性的婚紗夢。管理與系統，18 (4)，581-605。