臺灣博碩士論文加值系統

面對不確定性愈來愈高的年代，未來市場發展逐漸偏離現況軌道，企業領導者的視野受到相當大的侷限，對於未來幾乎很難洞察、預測與進行規劃，而是要找出自己的新道路及新思想，開創出適切比例的創新組合。本研究最主要的目的在探討台灣高科技業在發展新產品活動時，其所處之外在環境與公司內部策略考量對新產品發展績效的影響作用。所以，本研究以組織創新、市場導向與高階管理風險承擔為公司內部主要的策略考量情境因素，除對新產品發展績效有直接的影響外，亦會透過市場環境的變動間接影響新產品發展績效，亦即將市場環境視為組織創新、市場導向及高階管理風險承擔影響新產品發展績效的中介變項；而市場環境變動，可區分成市場變動與技術變動，其會對新產品發展績效產生綜效的影響。
本研究主要針對台灣地區高科技業，以問卷調查法蒐集資料，共回收183份有效問卷。經實證分析後，結果顯示：(1)組織創新對新產品發展績效無顯著正向影響關係；(2)市場導向對新產品發展績效有顯著正向影響關係；(3)高階管理風險承擔對新產品發展績效有顯著正向影響關係；(4)市場環境對新產品發展績效有顯著正向影響關係，其中市場變動的影響效果大於技術變動；(5)市場導向及高階管理風險承擔會透過市場環境間接影響新產品發展績效，但對組織創新的中介效果不顯著。

In the capricious age, the future market is gradually deviating from its trajectory. The vision of the enterprise leaders is so narrow that they can hardly perceive, predict and plan a project. They must find a new way out and renew their own thoughts so as to create new components in proper proportion. This essay will analyze how the external milieus and company strategies influence the new product development performance, while the high-tech industries in Taiwan are developing new products. In this article, we specify a baseline model with firm innovativeness, market orientation and top manage-ment risk taking as antecedents to market environment; these in turn are modeled as an-tecedents to new product development performance. Two conceptualizations of the role of market environmental turbulence are examined that market turbulence and techno-logical turbulence.
The high-tech industries in Taiwan were selected as research objects. 183 valid questionnaires were collected. The result of empirical analysis shows that (1) The effect of firm innovativeness on the new product development performance is not statistically significant. (2) Market orientation has positive effect on the new product development performance. (3) Top management risk taking has positive effect on the new product development performance. (4) Market environment has positive effect on the new product development performance. (5) Market orientation and top management risk taking have positive indirect impact on new product development performance by mar-ket environment, but firm innovativeness does not.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究問題說明．．．．．．．．．．．．． 1
　　第二節　　研究架構與說明．．．．．．．．．．．． 4
　　第三節　　研究變項操作性定義．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 9
　　第一節　　組織創新與新產品發展績效相關文獻．．． 9
　　第二節　　市場導向與新產品發展績效相關文獻．．． 28
　　第三節　　高階管理風險承擔與新產品發展績效文獻． 35
　　第四節　　市場環境與新產品發展績效相關文獻．．． 38
　　第五節　　各變項關聯性之相關文獻探討．．．．．． 45
第三章　　研究設計．．．．．．．．．．．．．．．．． 49
　　第一節　　研究假說之建立．．．．．．．．．．．． 49
　　第二節　　研究對象及樣本收集．．．．．．．．．． 55
　　第三節　　衡量工具．．．．．．．．．．．．．．． 57
　　第四節　　資料分析方法．．．．．．．．．．．．． 61
第四章　　研究結果與分析．．．．．．．．．．．．．． 64
　　第一節　　樣本基本資料分析．．．．．．．．．．． 64
　　第二節　　衡量變數間之關係分析．．．．．．．．． 65
　　第三節　　整體模式之徑路關係分析．．．．．．．． 76
第五章　　研究結論與建議．．．．．．．．．．．．．． 88
　　第一節　　研究結論．．．．．．．．．．．．．．． 88
　　第二節　　研究限制．．．．．．．．．．．．．．． 92
　　第三節　　研究建議．．．．．．．．．．．．．．． 93
參考文獻　．．．．．．．．．．．．．．．．．．．．． 96
附錄A　　研究問卷．．．．．．．．．．．．．．．．． 111

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