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研究生:汪宜萱
研究生(外文):Yi-Syuan Wang
論文名稱:顧客知識參與是否有助於企業創新? 社群媒體能力與市場導向之角色
論文名稱(外文):Is Customer Knowledge Involvement Beneficial for Innovation? The Role of Social Media Capability and Market Orientation
指導教授:唐資文唐資文引用關係
口試委員:林呈昱黃瑞庭
口試日期:2019-05-30
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:79
中文關鍵詞:顧客知識參與市場導向創新社群媒體能力
外文關鍵詞:Customer Knowledge InvolvementMarket OrientationInnovationSocial Media Capabilities
相關次數:
  • 被引用被引用:2
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  • 下載下載:94
  • 收藏至我的研究室書目清單書目收藏:0
社群媒體已成為人們生活中溝通與合作的關鍵平台。除了個人生活上依賴社群媒體進行溝通,愈來愈多企業也透過社群媒體以接觸並獲得顧客相關的訊息。社群媒體除了提供企業接觸顧客的管道外,亦成為顧客參與企業活動與分享其顧客知識的重要介面。而顧客的知識參與,除了讓企業能從顧客端獲得的顧客資訊及想法,幫助企業更貼近顧客的潛在需求,亦能促進顧客協同合作,成為企業進行創新所需的重要養分。於顧客知識參與的重要性日漸提升,本研究希望了解能夠促進顧客知識參與活動的前因變數,以及顧客參與對於企業創新的影響。具體而言,本研究之目的了解企業市場導向(反應性、預應性)、社群媒體能力(外部社群媒體能力、內部社群媒體能力)、顧客知識參與(顧客資訊參與、顧客開發參與、顧客創新者參與)以及創新(漸進式創新、激進式創新)之間的關係。
本研究以美商鄧白氏(Dun & Bradstreet, Inc.)所評選「2017與2018鄧白氏TOP1000中小企業菁英獎」得主為主要的問卷發放對象,並以郵寄的方式進行調查,共寄發出1936份問卷,回收193份有效問卷,有效問卷回收率為9.9%。本研究實證結果顯示,顧客知識參與對於創新具有正向的影響,而市場導向與社群媒體能力對於創新、顧客知識參與亦具有正向的影響。進一步分析發現,三種顧客知識參與中,顧客創新者參與對於創新的影響效果最大。就市場導向而言,反應性市場導向對於漸進式創新的影響較大,而預應性市場導向則對於顧客知識參與以及激進式創新的影響較大。就社群媒體能力而言,內部社群媒體能力對於創新與顧客共同開發以及顧客創新者參與的影響效果較為顯著。
Social media has become an important platform for people to communicate and cooperate in life. Social media is inseparable from our daily lives. In addition to personal usage, more and more companies apply social media to acquire the information and knowledge provided by customers. Through the customer knowledge involvement via the social media, firms can acquire information and ideas shared by customers and knowing the potential needs of customers. Therefore, customer knowledge involvement could constitute the nutrients for the company to innovate in the age of open innovation. As the increasing of customer knowledge involvement in the social media contexts, this study aims to understand the factors to facilitate customer knowledge involvement, and the influence of customer knowledge involvement. The main purpose of this study is to explore market orientation (responsive market orientation/proactive market orientation), social media capabilities (external social media capabilities/internal social media capabilities), customer knowledge engagement (customer involvement as information source, customer involvement as co-developers, customer involvement as innovators) and the relationships among firm’s innovation (incremental innovation/radical innovation).
Our data is collected from the the winner of the "2017 and 2018 D&B TOP 1000 Elite SME Award" that selected by Dun & Bradstreet, Inc. A total of 1936 questionnaires were sent out and 193 valid questionnaires were collected. The effective questionnaire response rate was 9.9%. The empirical results of this study show that customer knowledge involvement has a positive impact on innovation. Both the market orientation and social media capabilities have positive impact on customer knowledge involvement and innovation. Further analysis found that among the three types of customer knowledge involvement, customer involvement as innovators has the greatest impact on innovation. Responsive market orientation has greater impact on incremental innovation, while proactive market orientation has greater impact on customer knowledge involvement and radical innovation. In terms of social media capabilities, internal social media capabilities have a significant impact on innovation and customer involvement as co-developers and customer involvement as innovators.
摘 要 i
Abstract ii
目次 iii
表目次 iv
圖目次 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 論文結構與研究流程 4
第二章 文獻探討與假說推論 5
第一節 顧客知識參與 5
第二節 市場導向 9
第三節 社群媒體能力 12
第四節 創新 16
第五節 研究假說 18
第三章 研究方法 24
第一節 研究架構 24
第二節 樣本抽樣 25
第三節 研究變數與操作型定義 26
第四節 資料分析方法 31
第四章 資料分析 34
第一節 樣本特性 34
第二節 抽樣誤差檢定 36
第三節 信效度分析 37
第四節 研究假說驗證與討論 42
第五章 結論與建議 48
第一節 研究結論 48
第二節 理論意涵與實務意涵 55
第三節 研究限制與未來研究方向之建議 57
參考書目 60
附錄 76
中文文獻
經濟部中小企業處(2017)。根據2017年度中小企業白皮書資料顯示 2016年中小企業家數持續成長。2017年9月25日,取自:https://www.moeasmea.gov.tw/ct.asp?xItem=14610&ctNode=724&mp=1
鄧天心(2018)。臉書承諾擴大投資台灣:培育5萬名人才、15,000家中小型企業接軌國際。2018年9月27日,取自:https://buzzorange.com/techorange/2018/09/27/mbt/
藍弋丰(2018)。維繫台灣中小企業命脈,就是維繫台灣的命脈。2018年4月2
日,取自:http://www.peoplenews.tw/news/ec3a2041-6e18-4994-aeac-8b3549fff032
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