臺灣博碩士論文加值系統

　　至今大數據分析成為學術界與實務界的熱門議題，而其主要目的在於企業組織應用大數據分析後，不但能使企業組織更瞭解市場知識，且使企業組織能機敏地因應市場與環境的趨勢與變化，然而從過往的文獻中尚未發現具有完整性且有系統性的研究架構探討企業組織執行大數據分析之行為與內涵，基此，本研究有下列三個目的：首先，瞭解企業組織進行大數據分析之內容，並以適當的架構將大數據分析取向予以模式化。其次，探討企業組織之大數據分析取向是否有助於產生顧客機敏度。最後，研究大數據分析取向在影響顧客機敏度的過程中，是否需先產生市場知識。

　　基於前述三個目的，本研究有三構念：(1)大數據分析取向：依 Parise et al. (2012)與 Zack (1999)，建構為績效管考、數據探索、社會分析及決策評估之四個面向；(2)市場知識：依據 De Luca 與 Atuahene-Gima (2007) ，將市場知識分為四個子構念，且由知識寬廣度、深入度、專屬性與內隱性組成；(3)顧客機敏度：依據 Sambamurthy et al.(2003)，顧客機敏度需要對顧客情況與市場機會同時進行雙方向的應用與探索。本研究將依據以上文獻推論出三項假說。

　　本研究以問卷調查法為研究方法，並針對 2016 年天下 600 大服務業與 150 大金融業者為對象進行普查，總共寄出750份樣本，回收有效問卷99份，有效回收率則為13.2%，並經由統計軟體分析資料，且彙整研究結果如下：

一、大數據分析取向對顧客機敏度確實有影響，除社會分析及決策評估之外。
二、大數據分析取向對市場知識大部分皆有顯著影響，除社會分析及決策評估外。
三，加入市場知識為中介變項後，大數據分析對顧客機敏度的關係中，僅社會分析未獲實證結果支持，而績效管考、數據探索及決策評估皆獲得部分支持。

由結果可知，大數據分析取向對顧客機敏度有部分影響，且市場知識具有部分中介效果。最後，本研究依據研究結果，提出研究討論、未來研究方向與實務建議。

關鍵字：大數據分析取向、市場知識、顧客機敏度

Nowadays big data analytics has been getting popularity in practice and academic research. Its main purpose aims that, after applying big data analytics, organizations can not only further understand the market knowledge, but also flexibly react to the trend and change of market and environment. However, rare complete and systematic studies have paid efforts to cultivate the conducts and framework of business organizations analyzing big data as well as its benefits to the organizations. Hence, this study proposes to achieve the following three objectives:
First, clarify the contents of data analytics of an organization as well as build an appropriate data analytics framework with solid architecture. Second, there is exploring the effects of data analytics of an organization on its degree of marketing-based agility. Finally, it investigates the mediating effects of market knowledge on the association of data analytics with marketing-based agility.
Therefore, this study is consisted of three constructs. (1) Big data analytics, which is constructed with four dimensions: performance evaluation, data exploration, social analytics, and decision assessment, based on Parise et al.’ s (2012) and Zack’ s (1999) dichotomies. (2) Market knowledge, which is consisted of four elements: knowledge depth, breadth, tacitness, and specificity, followed De Luca and Atuahene-Gima’ s (2007) construction. (3) Customer-based agility, which based on Sambamurthy et al. (2003).
Based on questionnaire survey in this study, we selected Top 600 service providers and Top 150 financial providers in Taiwan, ranked by the Common Wealth magazine in 2016, to conduct the survey. 750 questionnaires were mailed, and 99 were collected. The effective response rate was 13.2%, and then the 99 valid questionnaires were applied to test the hypotheses by SAS statistical software. The results are summarized as follow,
 
1. Big data analytics has partly significant effect on customer-based agility, except social analytics and decision assessment.
2. Big data analytics has partly significant effect on market knowledge, except social analytics and decision assessment.
3. With the mediation of market knowledge between big data analytics and customer-based agility, the partly significant effect is confirmed on performance evaluation, data exploration, and decision assessment, except social analytics
As a result, big data analytics has partly significant effect on customer-based agility, and market knowledge partly mediates between them. At last, we propose the discussions, future research and practical suggestions.

Keywords: Big Data Analytics, Market Knowledge; Customer-based Agility

謝誌 I
摘要 II
Abstract III
目錄 V
表次 VI
圖次 VI
第一章　緒論 1
第一節　研究背景與研究問題 1
第二節　研究目的 5
第三節　研究流程 6
第二章　文獻探討與假說推論 7
第一節　大數據分析取向 7
第二節　顧客機敏度 15
第三節　市場知識 17
第四節　大數據分析取向與市場知識 20
第五節　市場知識之中介角色 23
第三章　研究方法 25
第一節　研究架構 25
第二節　研究方法 26
第三節　資料分析方法 31
第四章　研究結果 32
第一節　基本資料敘述統計分析 32
第二節　各構念一致性檢定 34
第三節　各構念相關分析 38
第四節　各構念間之關係分析 40
第五章　研究結論與建議 47
第一節　研究結論 47
第二節　研究討論 49
第三節　未來研究方向與實務建議 53
參考文獻 55
附錄：研究問卷 62

表次

表2-1　大數據分析取向與內涵 14
表3-1 本研究假說彙整表 25
表3-2 大數據分析取向與顧客機敏度量表之定義與初步題項 26
表3-3 市場知識量表構念與題項 29
表4-1有效樣本之基本資料統計分析表 33
表4-2 大數據分析取向量表之一致性檢定 34
表4-3顧客機敏度量表之一致性檢定 36
表4-4市場知識之各題項敘述統計表 37
表4-5各構面相關係數 39
表4-6大數據分析取向對顧客機敏度之統計分析結果 40
表4-7績效管考對市場知識之統計分析結果 41
表4-8數據探索對市場知識之統計分析結果 42
表4-9社會分析對市場知識之統計分析結果 43
表4-10決策評估對市場知識之分析結果 44
表4-11大數據分析取向、市場知識和顧客機敏度之關係之統計分析結果 46
表5-1研究假說與實證結果 48

圖次

圖1-1 研究流程圖。 6
圖2-1　鄭天澤(2016)，台灣歷年上網人口數統計。......................................... 8
圖2-2　鄭天澤(2016)，台灣人接觸網路年數統計。 8
圖3-1　本研究架構。 25

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