臺灣博碩士論文加值系統

至今，研究文獻以廠商觀點或競爭者觀點探討新產品優勢議題頗多，但甚少從顧客與市場觀點切入，本研究根據此部分，希望從顧客消費與使用產品時所預達成之任務特性為基礎，建構顧客導向之新產品優勢模式，可從較新之角度探討新產品優勢議題。
本研究探討市場知識與新產品優勢相互之關係，以產品生命週期作為調節變數，據此可以了解目前台灣廠商所擁有的市場知識如何影響其新產品優勢狀況，其結果可供作廠商發展新產品優勢策略之擬定，與既有作法之修正。新產品優勢以Becerra-Fernandez &; Sabherwal (2001)任務特性的兩構念，任務範疇─寬廣度與聚焦度、任務取向─任務屬性為內容或過程導向，交叉建構四項優勢，分別命名為績效優勢、多樣優勢、客製優勢與調適優勢；市場知識以De Luca &; Atuahene-Gima (2007)為基礎，依其分類為知識廣度、深度、內隱性與特定性四面向，構成市場知識整合機制。
本研究主要用調查法當作研究方法，根據經濟部工商名錄中挑選廠商進行抽樣調查，總共寄出600份樣本，回收有效問卷51份，有效問卷回收率為8.5%，隨後以SPSS統計軟體分析資料，而研究結果發現：
一、目標增加新產品優勢之績效、多樣與調適性優勢，可由增強市場知識特定性來加強。
二、產品生命週期無法顯著產生市場知識對新產品優勢的調節作用。
本研究之理論與實證研究大致支持以任務觀點探討知識議題與新產品發展議題之可行性。至於產品生命週期之調節效果則有待進一步研究。

關鍵字：市場知識、新產品優勢、產品生命週期、任務觀點

The past literature so far tends to explore issues of new product advantages to manufacturers or competitor with diversified viewpoints, but seldom of them clarify the issues from the perspectives of customers and the marketplace. Thus, the study attempts to reach the basis when customers consume or use products and hence constructs a new product advantages model with customer orientation in order to explore the new product advantages issues from the newer perspective.
This study investigates the relationship between new product advantages and market knowledge with the product life cycle stage as a moderator. Accordingly this study can understand how market knowledge affects their new product advantages in Taiwan. The results is useful for manufacturers to develop new products advantages strategies and improve their existing practices. The exploration for new product advantages follows Becerra-Fernandez &; Sabherwal’s (2001) task characteristics. In detail, the task domain contains task breadth and focus; task orientation contains content and process. Thus new product advantage is consisted of four advantages, namely performance advantage, variety advantage, customization advantage and adaptation advantage. The construction of market knowledge follows De Luca &; Atuahene-Gima’s (2007) classification of knowledge breadth, depth, tacitness and specificity to constitute market knowledge integration mechanisms.
This study primarily uses survey research method with a sample frame of The Directory of Taiwan’s Trade and Industry Directory and sent a total of 600 samples, 51 of which are valid questionnaires, the effective response rate was 8.5% . Then SPSS is used for the statistical analysis, and the statistical results showed as the follows:
(1) The manufacturers can increase the performance advantages, variety advantages and adaptation advantages of the new product advantages via enhancing market knowledge specificity.
(2) The product life cycle can not significantly moderate the relationship between market knowledge and the new product advantage.
Theoretical efforts and the empirical study of this study generally support that the task perspective is feasible to explore new product development issues and knowledge issues. As for the moderating effect of the product life cycle still needs to be further studied.

Keywords: Market Knowledge, New Product Advantage, Product Life Cycle, Task Perspective

目次
謝誌 i
摘要 ii
Abstract iii
目次 iv
表次 vi
圖次 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 4
第三節 研究目的 5
第四節 研究步驟 6
第貳章 文獻探討 7
第一節 新產品發展 7
第二節 任務特性導向之新產品優勢模式 10
第三節 市場知識 17
第四節 產品生命週期 20
第參章 研究方法 26
第一節 研究架構和假設 26
第二節 研究設計 27
第三節 研究對象與資料蒐集 31
第四節 資料分析方法 33
第肆章 研究結果 34
第一節 基本資料敘述統計分析 34
第二節 各構念一致性檢定 36
第三節 各構念相關分析 39
第四節 市場知識與新產品優勢之關係 40
第伍章 結論與建議 43
第一節 結論 43
第二節 討論 44
第三節 未來研究與實務建議 46
參考文獻 48
一、中文文獻 48
二、英文文獻 48
附錄：研究問卷 57
 
表次
表2-1 文獻對新產品發展之切入觀點 9
表2-2 新產品發展優勢之項目 10
表2-3 任務特性為基礎之新產品優勢模式 14
表2-4 新產品優勢之內涵 16
表2-5 文獻對產品生命週期階段之界定 20
表2-6 生命週期階段與新產品發展策略 23
表3-1 研究假說 26
表3-2 市場知識量表之題項 28
表3-3 新產品優勢量表定義與題項 29
表4-1 樣本特性分析 35
表4-2 市場知識量表之一致性檢定 36
表4-3 新產品優勢量表之一致性檢定 38
表4-4 各構念相關性檢定 39
表4-5 市場知識寬廣度、深度與新產品優勢之迴歸分析表 40
表4-6 市場知識內隱性與新產品優勢之迴歸分析表 41
表4-7 市場知識特定性與新產品優勢之迴歸與調節效果分析表 42
表5-1 研究假說與實證結果 43
 
圖次
圖1-1 本研究步驟 6
圖2-1 Becerra-Fernandez &; Sabherwal (2001)任務特性推論本研究模式之架構圖 12
圖3-1 研究架構 26

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