臺灣博碩士論文加值系統

本研究目的在於利用線性結構分析來構建一行銷創新模式，找出影響行銷創新的攸關因素及其對行銷創新的影響程度，以提供往後更多的研究單位在行銷創新上的研究參考，或提供企業組織對致力於行銷創新上的應用參考，本研究也利用迴歸分析來檢定行銷支出、資訊來源、公司規模、員工素質等影響因素是否對行銷創新有顯著性的影響。本研究的產業分類是依據OECD之分類標準並考量我國的產業結構，分為製造業及服務業兩大類，本研究僅採用服務業的資料進行研究分析，資料來源取自於第二次台灣產業創新調查資料庫，抽取該資料庫中5021家台灣服務業公司的樣本進行研究分析，在線性結構分析的結果中，配適度指標GFI為0.901、AGFI為0.879、PGFI為0.738、CFI為0.956、NNFI為0.951、RMSEA為0.070、IFI為0.956，顯示本研究構建的行銷創新模式的配適度指標皆為佳或尚可。本研究在理論上的貢獻，可以分辨出行銷支出、資訊來源、公司規模、員工素質等影響因素對於行銷創新的影響程度。而在實務上的貢獻，則是讓企業組織對行銷創新的效益與影響因素有更進一步的了解，並且讓企業組織對致力於行銷創新上更為有效率。對於後續研究者建議，可以根據不同產業類別對行銷創新的影響做進一步的研究，如製造業、金融業等產業類別，或針對本研究未納入考慮的國家文化此因素做進一步的研究，探討國家文化此構面對行銷創新上的影響與效益。

This study utilized the linear structure relation model (LISREL Model) to establish a marketing innovation model, and to figure out why and how those factors influence the marketing innovation for the future reference and application among either the academic institutions or the industries. Moreover, this study also examined with LISREL Model whether the marketing cost, sources of information, company sizes and employees’ competence have obvious impact on marketing innovation. Based on OECD and the domestic industrial structure, two industries including the manufacturing industry and the service industry were generated; however, only the data of the service industry was applied for analysis. The data were acquired from Second Taiwan Industrial Innovation Survey in which 5021 firm-level samples had be studied and analyzed. The goodness of fit index was concluded—GFI-0.091, AGFI-0.879, PGFI-0.738, CFI-0.956, NNFI-0.951, RMSEA-0.070, and IFI-0.956, which indicated the results were above average. Theoretically, this study did verify how the marketing cost, sources of information, firm sizes and employees’ competence influenced the marketing innovation and meanwhile practically, it would make companies or organizations devoted to marketing innovation understand better those effects of marketing innovation. Finally, it is suggested that the further researches aimed at different industries such as manufacturing industry or banking industry should be conducted and also the local cultures should be taken into consideration to see how it impacts the effects of marketing innovation.

目錄
中文摘要……………………………………………………………………i
英文摘要…………………………………………………………………..iii
誌謝………………………………………………………………………...v
表目錄………………………………………………………………...……x
圖目錄………………………………………………………………..……xi
第一章 緒論………………………………………………………….……1
1.1研究背景與動機…………………………………………………...1
1.2研究目的…………………………………………………………...3
1.3研究流程………………………………………….………………..4
第二章 文獻探討………………………………………………………….6
2.1行銷創新之相關文獻……………………………………….……..6
2.1.1行銷創新的定義…………………………………………………6
2.1.2行銷創新的重要性……………………………...……………….8
2.2行銷支出之相關文獻………………………………..………...…10
2.2.1行銷支出的定義………………………………………………..10
2.2.2行銷支出的重要性……………………………………………..10
2.2.3行銷支出對行銷創新的影響…………………………………..12
2.3資訊來源之相關文獻……………………………………...……..12
2.3.1資訊來源的定義………………………………………………..12
2.3.2資訊來源的重要性…………...………………………………...13
2.3.3資訊來源對行銷創新的影響…………………………..………16
2.4公司規模之相關文獻…………………………………….………16
2.4.1公司規模的定義……………………………………….……….16
2.4.2公司規模的重要性…………………………………….……….17
2.4.3公司規模對行銷創新的影響………………………….……….18
2.5員工素質之相關文獻………………………………….…………19
2.5.1員工素質的定義…………………………………………….….19
2.5.2員工素質的重要性…………………………………………......19
2.5.3員工素質對行銷創新的影響……………………..……………20
第三章 研究設計與方法…………………………………………….…..21
3.1研究架構…………………………………...……………………..21
3.2研究設計…………………………………...……………………..21
第四章 研究分析與結果………………………………….……….…….25
4.1線性結構分析…………………………………………………...25
4.1.1線性結構分析之概念…………………………………………25
4.1.2整體模式之評估………………………………...…………….27
4.1.3衡量模式之評估………………………………………………30
4.1.4結構模式之評估………………………………………………30
4.1.5本研究之線性結構模式………………………….…….….….30
4.1.6本研究之整體模式配適度分析…………………….…….…..33
4.1.7本研究之衡量模式評估………………………………………36
4.1.8本研究之整體結構模式評估假說驗證……..………………..37
4.2敘述性統計分析………………………………………………...39
4.3 Pearson相關分析………………………………………………..42
4.3.1 Pearson相關分析之概念………………………….…….…….42
4.3.2本研究之Pearson相關分析………………………….………..42
4.4迴歸分析……………………………….………………………..44
4.4.1迴歸分析之概念………………………………………………44
4.4.2本研究之迴歸分析……………………………………………44
第五章 結論與建議……………………………………………………...46
5.1研究結論………………………………………………………….46
5.2研究建議………………………………………………………….48
參考文獻………………………………………………………………….50
英文論文大綱…………………………………………………………….56
簡歷………………………………………………….................................61

參考文獻
[1] 孫珮瑜，2007，"iPhone的神祕行銷"，天下雜誌，376期。
[2] Forfas Innovation Survey, 2006, "The Fourth Community Innovation Survey –First Findings", Dublin.
[3] 蔡明達，2000，"市場資訊處理程序與組織記憶對行銷創新的影響"，國立政治大學，碩士論文。
[4] Kim , Mauborgne, 1977, " Value Innovation: The Strategic Logic of High Growth ", Harvard BusinessReview, pp. 102-112.
[5] Slater, S. F. , Narver, J. C., 1998, " Customer-Led and Market-Oriented: Let’s Not Confuse The Two ", Strategic Management Journal, Vol.19, No.10, pp. 1001-1006.
[6] Hanvanich, S., et al., 2003, "Reconceptualizing The Meaning and Domain of Marketing Knowledge", Journal of Knowledge Management, Vol.7, No.4, pp.124-135.
[7] OECD, 2005, " Proposed Guidelines for Collecting and Interpreting Technological Innovation Data - Oslo-Manual ", Eurostat, Paris.
[8] Hippel, V. E., 2007, "Horizontal Innovation Networks—by and for Users", Industrial and Corporate Change, Vol.16, No.2, pp.293-315.
[9] Cooper, R. G. , Kleinschmidt, E. J., 1987, " New Product: What Separates Winners From Losers? ", Journal of Product Innovation Management , Vol.4, pp.169–184.


[10] Helsen, K., et al., 1993, "A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns ", Journal of Marketing, Vol.57, No.4, pp.60–71.
[11] Evangelista, R., 2000, "Sectoral Patterns of Technological Change in Services ", Economics of Innovation and New Technology, Vol.9, pp.183-221.
[12] Kotabe, M., et al., 2002, "Multinationality and Firm Performance: The Moderating Role of R&D and Marketing Capabilities ", Journal of International Business Studies, Vol.33, pp.79-97.
[13] Lu, J. W. , Beamish, P.W., 2004, " International Diversification and Firm Performance: The S-Curve Hypothesis ", Academy of Management Journal, Vol.47, No.4, pp.598–609.
[14] Nonaka, I. , Takeuchi, H., 1995, "The Knowledge Creating Company ", New York：Oxford University Press.
[15] Leonard, B. D., 1995, "Wellsprings of Knowledge ", Harvard Business School Press, Boston, MA..
[16] 譚大純等，1999，"知識管理文獻之回顧與分類"，中華民國科技管理研討會論文集，頁623-636。
[17] Rulke, D. L., et al., 2000, " Sources of Managers’ Knowledge of Organizational Capabilities ", Organizational Behavior and Human Decision Processes, Vol.82, pp.134–149.
[18] Zeithaml, et al., 2003, "Services Marketing: Integrating Customer Focus Across The Firm", 3rd ed, Boston: McGraw-Hill.
[19] Afuah, A. N., 2003, "Innovation Management: Strategies, Implementation, and Profits ", Oxford University Press, London, U.K..
[20] Drucker, 1985, "The Discipline of Innovation", Harvard Business Review, pp.67-72.
[21] Evangelista, R. , Savona, M., 2003, "Innovation, Employment and Skills in Services: Firm and Sectoral Evidence ", Structural Change and Economic Dynamics, Vol.14, No.4, pp.449-474.
[22] Massini, S., et al., 2005, "Innovators and Imitators:Organizational Reference Groups and Adoption of Organizational Routines", Research Policy, Vol.34, pp.1550-1569.
[23] Leiponen, A., 2005, "Organization of Kowledge and Innovation: The Case of Finnish Business Services", Industry and Innovation, Vol.12, pp.185-203.
[24] Amara, N. , Landry, R., 2005, "Sources of Information as Determinants of Novelty of Innovation in Manufacturing Firms: Evidence from The 1999 Statistics Canada Innovation Survey ", Technovation, Vol.25, No.3, pp.245-259.
[25] Love, J. H. , Mansury, M.A., 2007, "External Linkages, R&D and Innovation Performance in US Business Services ", Industry and Innovation, Vol.14.
[26] Awazu, Y., et al., 2009, "Information-Communication Technologies Open Up Innovation ", Research Technology Management, Vol.52, pp.151-158.
[27] Frenz, M. , Gillies, G., 2009, " The Impact on Innovation Performance of Different Sources of Knowledge: Evidence from The UK Community Innovation Survey ", Research Policy, Vol.38, No.7, pp.1125-1135.

[28] Acs, Z. , Audretsch, D., 1987, "Innovation, Market Structure and Firm Size ", Review of Economics and Statistics, Vol.69, pp.567–575.
[29]Samiee, S. , Walters, P. G. P., 1990, "Influence of Firm Size on Export Planning and Performance ", Journal of Business Research, Vol.20, pp.235-248.
[30]Mohan, N. , Sumaria, I., 1995, "The Influence of Firm’s Age and Size on Its Environmental Scanning Activities ", Journal of Small Business Management, Vol.33, No.4, pp.10-21.
[31] Cohen, W. , Klepper, 1996, "A Reprise of Size and R&D ", Economic Journal, Vol.106, pp.925-951.
[32] 李燕君，2001，"南台灣產業技術創新調查之研究"，國立成功大學，碩士論文。
[33] Rogers, M., 2004, "Networks, Firm Size and Innovation ", Small Business Economics, Vol.22, pp.141-153.
[34]Robson, P., et al., 2009, "Entrepreneurship and Innovation in Ghana: Enterprising Africa ", Small Business Economics, Vol.32, pp.331-350.
[35] Mincer , Jacob, 1974, " Schooling, Experience, and Earnings ", New York: Columbia University Press.
[36] Black, S. E. , Lynch, 1996, "Human Capital Investments and Productivity ", American Economic Review.
[37] Guthrie, J., 2001, " The Management, Measurement and Reporting of Intellectual Capital ", Journal of Intellectual Capital, Vol. 2 No. 1, pp.27-41.
[38] Pfau, B., 2001, " Measuring the Link Between Human Capital and Shareholder Value " Journal of Cost Management .
[39] 蔡惠貞，2004，"智慧資本與平衡計分卡相關性之研究－以台灣製造業為例"，商管科技季刊，30卷，1期，頁24-48。
[40] 曾真真，何雍慶，2004，"人力資本存量對生產力之影響－以壽險業務單位為例"，商管科技季刊，5卷，4期，頁377-390。
[41] 李文褔，蔡秋田，2004，"新產品研發技術效率及其影響因素之研究"，中山管理評論，12卷，3期，頁573-593。
[42] 周文賢，2004，多變量統計分析，台北，雙葉書廊。
[43]Bagozzi, R. P. , Yi, Y., 1988, " On The Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, Vol.16, No.1, pp.74-94.
[44]Tamimi, N., 1998, "A Second-Order Factor Analysis of Critical TQM Factors", International Journal of Quality Science, Vol.3, No.1, pp.71-79.
[45]Byrne, B., et al., 1989, "Testing for The Equivalence of Factor Covariance and Mean Structures: The Issue of Partial Measurement Invariance ", Psychological Bulletin, Vol.105, No.3, pp.456-466.
[46] Joreskog, K. G. , Sorbom, D., 1984, "LISREL VI: Analaysis of Linear Structural Relationships by The Method of Maximum Likelihood", Chicago, IL: National Educational Resources.
[47] Ding, L., et al., 1995, " Effect of Estimation Methods,Number of Indicators Per Factor and Improper Solutions on Structural Equation Modeling Fit Indices", Structural Equation Modeling, Vol.2, pp.119-143.
[48] Hollenstein, H., 2003, "Innovation Modes in The Swiss Service Sector：A Cluster Analysis Based on Firm-Level Dara", Research Policy, Vol.32, pp.845-863.
[49] 葉仲文，2007，"跨文化消費者行銷創新接受度研究"，國立虎尾科技大學，碩士論文。