臺灣博碩士論文加值系統

本研究目的是在瞭解並建立「市場導向─銀行創新─經營績效」的關係，驗證銀行創新為其中介變數，本研究就是尋找市場導向和銀行創新的顯著關係，以及銀行創新和經營績效的顯著關係，而市場導向和經營績效的關係卻不顯著。另外，要更進一步瞭解在台灣的本國銀行和外國銀行在此「市場導向─銀行創新─經營績效」的關係上是否有明顯的差異，且台灣銀行業是否會受到環境的干擾，而影響到銀行創新的活動。本研究架構是將市場導向定義由三組活動所組成，包括獲取情報﹑散佈情報和對此情報作出反應；創新構面採取多元觀點，定義以雙核心模式，將創新分為業務創新和管理創新兩類型，視其為創造價值之核心能力；再將環境干擾變數當作對此關係式有顯著貢獻與情境作用的第二個自變數，考量的環境干擾變數包括：市場混亂、技術混亂、競爭性敵意和市場成長。本研究使用線性結構關係分析來了解整體模式的關係，結果發現大多數的觀察變數皆達顯著水準，市場導向（情報產生、情報散佈和反應力）與經營績效的關係並不顯著，市場導向（情報產生、情報散佈和反應力）與銀行創新（業務創新和管理創新）的關係，以及銀行創新（業務創新和管理創新）與經營績效的關係多達顯著水準，而環境干擾在市場導向（情報產生、情報散佈和反應力）與銀行創新（業務創新和管理創新）的關係中的影響則不一定，不同的潛在變數之統計上達顯著水準與不顯著互見，另環境干擾變數會強化業務創新和管理創新兩種型態的彼此關係。在整體模式配適度方面已經接近合理配適的標準。

A systematic framework is presented to test the chain among three factors- “market orientation-banking innovation-performance”. The new examination is based on how the three activities of market orientation (intelligence generation, intelligence dissemination, responsiveness) affect the two core components organizational innovation (operating innovation and administrative innovation), plus the interactive response from the environmental moderator (market turbulence, tech turbulence, competitive hostility, market growth) on business performance. The author strictly tested the interaction among major variables by using banking industry data. By adding a LISREL analysis, this examination tested three times for different variables. The overall model fit of the third test was most reasonable than the first and second tests. The findings support the following proposition: 1. Banking innovation in the intervening role in the market orientation-corporate performance relationship. 2. Environmental variables maybe moderate the nature of the relationship between market orientation and innovation in this case. 3. The effect of domestic bank is more significant in the chain than foreign bank.

謝辭 …………………………………………………………………………………… Ⅰ
中文論文提要…………………………………………………………………………… Ⅱ
英文論文提要…………………………………………………………………………… Ⅲ
目錄 …………………………………………………………………………………… Ⅳ
圖次 …………………………………………………………………………………… Ⅵ
表次 …………………………………………………………………………………… Ⅶ
第壹章 緒論 ………………………………………………………………………… 1
第一節 研究問題與背景………………………………………………………… 1
第二節 研究目的………………………………………………………………… 4
第三節 研究範圍………………………………………………………………… 5
第四節 論文架構………………………………………………………………… 7
第貳章 文獻探討……………………………………………………………………… 8
第一節 市場導向………………………………………………………………… 8
第二節 銀行創新………………………………………………………………… 15
第三節 相關的實證研究………………………………………………………… 23
第參章 研究設計……………………………………………………………………… 28
第一節 本研究觀念性架構……………………………………………………… 28
第二節 研究假設………………………………………………………………… 30
第三節 研究流程………………………………………………………………… 33
第四節 資料的蒐集與衡量……………………………………………………… 34
第五節 問卷設計………………………………………………………………… 35
第六節 資料分析方法…………………………………………………………… 47
第七節 LISREL模式之建立 …………………………………………………… 49
第肆章 研究分析與結果……………………………………………………………… 53
第一節 樣本屬性分析…………………………………………………………… 53
第二節 衡量工具之信度與效度………………………………………………… 59
第三節 LISREL之實證過程與結果…………………………………………… 75
第四節 研究假設之檢定………………………………………………………… 91
第伍章 結論與建議…………………………………………………………………… 97
第一節 結論……………………………………………………………………… 97
第二節 研究限制…………………………………………………………………102
第三節 未來研究建議……………………………………………………………103
參考文獻 ………………………………………………………………………………105
附錄 ……………………………………………………………………………………112
圖 次
頁數
圖1-1 資訊密度矩陣………………………………………………………………… 5
圖2-1 市場導向概念………………………………………………………………… 10
圖2-2 創新的類型…………………………………………………………………… 16
圖2-3 競爭性環境對「市場導向─績效」關係的影響…………………………… 25
圖3-1 本研究觀念性架構…………………………………………………………… 29
圖3-2 本研究之研究流程…………………………………………………………… 33
圖3-3 資料分析的程序……………………………………………………………… 47
圖3-4 理論模式與參數結構………………………………………………………… 51
圖4-1 LISREL模式之實證順序 ……………………………………………………76
圖4-2 第一次的LISREL分析模式……………………………………………………78
圖4-3 第二次的LISREL分析模式……………………………………………………79
圖4-4 第一次的LISREL分析結果 ………………………………………………… 83
圖4-5 第二次的LISREL分析結果 ………………………………………………… 86
圖4-6 第三次的LISREL分析結果 ………………………………………………… 90
圖4-7 本國銀行之LISREL分析結果…………………………………………………94
圖4-8 外國銀行之LISREL分析結果…………………………………………………95
表 次
頁數
表2-1 市場導向和顧客領導的差異……………………………………………… 11
表2-2 各學者對市場導向與績效間關係研究之彙整表………………………… 12
表2-3 創新的分類………………………………………………………………… 16
表2-4 不同觀點下創新的定義…………………………………………………… 18
表3-1 第一階段預試後的初步量表……………………………………………… 36
表3-2 第二階段焦點群體訪問後的初步量表…………………………………… 37
表3-3 銀行業市場導向量表……………………………………………………… 38
表3-4 國內外銀行的創新活動調查結果彙整表………………………………… 39
表3-5 銀行業業務創新項目……………………………………………………… 42
表3-6 環境干擾量表……………………………………………………………… 45
表3-7 LISREL模式之變數名稱…………………………………………………… 52
表4-1 受訪銀行家數統計表……………………………………………………… 54
表4-2 銀行業市場導向量表統計表……………………………………………… 55
表4-3 銀行創新量表統計表……………………………………………………… 56
表4-4 銀行業環境干擾量表統計表……………………………………………… 58
表4-5 銀行業經營績效量表統計表……………………………………………… 58
表4-6 銀行業市場導向量表之信度分析表……………………………………… 60
表4-7 銀行創新量表之信度分析表……………………………………………… 61
表4-8 銀行業環境干擾量表之信度分析表……………………………………… 65
表4-9 銀行業經營績效量表之信度分析表……………………………………… 66
表4-10 銀行業市場導向量表之收斂效度分析表………………………………… 68
表4-11 銀行業市場導向量表區別效度分析表…………………………………… 69
表4-12 銀行創新量表之因素分析表……………………………………………… 70
表4-13 業務創新題目之因素負荷量……………………………………………… 70
表4-14 銀行業環境干擾量表之收斂效度分析表………………………………… 72
表4-15 銀行業環境干擾量表區別效度分析表…………………………………… 73
表4-16 銀行業經營績效量表之收斂效度分析表………………………………… 74
表4-17 銀行業務創新的資料統計表……………………………………………… 75
表4-18 LISREL模式之變數名稱 ………………………………………………… 77
表4-19 市場導向之觀察變數的標準化係數表…………………………………… 82
表4-20 經營績效之觀察變數的標準化係數表…………………………………… 82
表4-21 市場導向之觀察變數的標準化係數表（第二次）……………………… 84
表4-22 創新與經營績效之觀察變數的標準化係數表…………………………… 85
表4-23 市場導向與環境干擾之觀察變數的標準化係數表……………………… 88
表4-24 創新與經營績效之觀察變數的標準化係數表（第三次）……………… 89
表4-25 研究假設檢定總表………………………………………………………… 96
表5-1 銀行業務創新程度量表……………………………………………………100
表5-2 銀行業環境干擾量表（修正後）…………………………………………101

一、中文部分
王建民（民83），外國銀行在台分行營運之探討，台北銀行經濟研究室。
方靜月（民91a），台灣銀行業市場導向量表之探究，e世紀的挑戰國際學術研討會，銘傳大學。
方靜月（民91b），創新在銀行業扮演中介角色，中華管理評論，第五卷第四期，香港中文大學工商管理學院。
古永嘉、方靜月（民92），市場導向、銀行創新與經營績效關係之研究，亞太社會科技學報，第二卷第二期，淡江大學。
林義屏（民90），市場導向、組織學習、組織創新與組織績效間關係之研究--以科學園區資訊電子產業為例，國立中山大學企研所未出版之博士論文。
范惟翔（民90），顧客知識管理、市場導向與行銷績效之關係研究，國立中正大學企研所未出版之博士論文。
黃俊英（民89），多變量分析，第七版，中國經濟企業研究所出版。
陳正昌、程炳林（民90），SPSS、SAS、BMDP統計軟體在多變量統計上的應用，第二版，五南圖書公司出版。
蔡明達（民89），市場資訊處理程序與組織記憶對行銷創新影響之研究，國立政治大學企研所未出版之博士論文。
蔡啟通（民86），組織因素、組織成員整體創造性與組織創新之關係，國立台灣大學商研所未出版之博士論文。
蘇明發、樊國良著（民83），資訊技術運用與銀行經營績效關係之探討，台北銀行經濟研究室。
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