臺灣博碩士論文加值系統

　　隨著競爭者進入市場、科技日益變遷及顧客需求持續改變，產品研發者在了解顧客的需求方面日愈困難。顧客知識是關鍵的資源，對企業具備有形及無形的貢獻。有效率的知識管理要合併企業的所有資源，包括知識能使有效率的運用。準此，顧客知識管理的概念近來逐漸受到企業與學術界之重視。Michael(2002)定義顧客知識管理為：「獲得、分享和擴散顧客專屬的知識，同時為顧客及公司創造價值」。
　　愈來愈多公司將顧客納入他們的新產品開發流程，希望藉此降低不確定性以及在發展過程當中提供關鍵性決定，因為他們相信在新產品發展合作關係中，由顧客提供的知識、市場資訊和額外的資源，都代表著競爭優勢的潛在來源。然而，是否這些潛在利益都能順利轉變為較佳的績效？這是一個問題。
　　在強調知識分享之時代中，個別組織惟有透過與其他內外部單位之知識交流、分享及移轉，方能啟動組織知識創造、整合與累積知識存量之良性循環。然而，若欲進行內隱知識之分享則必須透過良好的社會互動方能達成，故，強調人際互動及社會關係之社會資本觀點則恰能成為組織提昇知識流通的關鍵。
　　在網路行銷網絡中，網站能向其他顧客學習。在本研究中，我們研究並分析網絡的社會鑲嵌對知識取得的影響。另外，本研究配合網路資訊更迭速度快等特質，以動態能耐代表網站知識流通的能力，並討論其對創新績效的影響。本研究檢閱顧客知識管理類型、社會鑲嵌與動態能耐之相關文獻，並提出一個新的架構。
　　此外，本研究基於構形理論，透過類型學及分類學途徑，試著建構一兼具理論及實務的顧客知識管理構形分類系統。希望能提供給學術界與實務界參考之用。

　　With the entrance of competitors、technological change at an ever-increasing rate and the constantly shifting of customer wants and needs，it’s more and more difficult to understand the customer’s needs. Customer knowledge is seen as the critical resources, with both tangible and intangible attributes. Effective customer knowledge management is thought as an important concept that emerges all the resources of firms, including knowledge used effectively. So that, the concepts of customer knowledge management has been recently gaining wide attention in business and academia. Michael (2002) defined CKM as” Gaining, sharing, and expanding the knowledge belongs to customers, and create value for customers and corporations.”
　　Increasingly, many companies are involving customers in their entire new product development process. This is done to reduce uncertainty and provide the key decisions in the development process. Managers believe that the knowledge, market information, and additional resources provided by customers in new product development all represent potential sources of competitive advantage. However，whether this potential gets translate into superior performance results will be an open question.
　　Since the strategic importance of knowledge is getting increasing, only through exchanging, sharing and transferring knowledge with other internal or external units can individual organization trigger the cycles of knowledge creation, integration and storage. The sharing of tacit knowedge, however, is significantly contingent upon the social interactions. Therefore, social capital theory that stresses interpersonal and social relationships could be used to explain organization’s process of promoting knowledge flow.
Inside a internet marketing network, website and learn from each other and benefit from new knowledge developed by other customers. In this research, I conceptualize a website and a network arrangement and investigate a unit’s access to knowledge by analyzing its social embedded in its network. In addition, I argue that both external knowledge access and dynamic capability are important for a website’s innovation and performance. This paper contributes to customer knowledge management, social embedded and dynamic capability literature by focusing on this new concept.
　Based on configuration theory, this study tries to develop a CKM classification system through the comparison of typology and taxonomy approaches. The major objectives of this study are to arouse scholars’ more interest in the explorations of CKM configuration, and to provide practitioners some managerial insights on the CKM project alternative.

謝辭 １
論文提要 Ⅱ
ABSTRACT Ⅲ
目　錄 Ⅴ
圖　次 Ⅶ
表　次 Ⅷ
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究流程與論文結構5
第二章 文獻探討7
第一節　網路行銷環境8
第二節　顧客知識管理類型14
第三節　社會鑲嵌理論20
第四節　動態能耐26
第五節　創新績效31
第三章 研究設計32
第一節　研究架構32
第二節　研究假設 3
第三節　研究變數定義與衡量38
第四節　資料分析方法45
第五節　問卷之信度與效度分析47
第四章 實證分析49
第一節　回收樣本敘述性統計49
第二節　顧客知識管理類型分群分析56
第三節　結構方程式模組分析69
第五章 結論與建議 82
第一節　研究結論82
第二節　理論與實務涵意86
第二節　研究限制與後續研究建議92
參考文獻 94
附錄 本研究實證問卷102

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