臺灣博碩士論文加值系統

本研究主要目的為，探討除了新產品優勢對新產品績效的主效果影響以外，也將驗證上市能力與時機對新產品優勢與產品績效的干擾效果，此外亦嚐試對新產品績效影響程度，做具體輪廓的描繪，包括市場面、財務面、顧客面及技術面各別績效表現，以釐清實證上未被驗證之處。本研究對象以台灣地區登錄於中華民國資訊軟體協會之「2005會員名錄」共494家的業者，以及經濟部工業局半導體產業推動辦公室所登錄的148家國內積體電路設計公司，經過濾後得到的有效研究對象為472家。回收問卷數164份，回收率為34.75%，有效問卷數為139份。
回收的資料以階層式迴歸分析(hierarchical regression analysis)，分析後發現，驗證的結果支持本研究假說：(1)新產品優勢對新產品績效的具有顯著正向影響，而對新產品績效的具體表現依序是技術面、顧客面、財務面最後是市場面績效。(2)上市能力對新產品優勢與新產品績效具有正向的干擾效果，而對新產品績效的具體表現依序是財務面、顧客面、市場面最後是技術面績效影響。(3)上市時機對新產品優勢與新產品績效具有正向的干擾效果，而對新產品績效的具體表現依序是財務面、市場面、技術面最後是顧客面績效影響。而研究中也發現，上市時機對顧客面的績效的影響程度，呈現出比較弱的干擾效果。

Keyword：New Product Advantage,(NPA)、New Product Performance,(NPP)¸Launch Proficiency,(LP)、Timing(TM)

The main objectives of this research were to explore the follows: (1) Will New Product Advantage directly positive affect the New Product Performance. (2) Will Launch Proficiency moderate affects New Product Advantage and New Product Performance. (3) Will Timing moderating affects New Product Advantage and New Product Performance. The study also verified New Product Performance concrete outline describe including finance, customer, market and technology Performance.
The research treated the companies of Taiwan Information Service industry and IC design Industry as the population of inference. The sampling of Information Service companies derived from “2005 membership of Taiwan Information Service industry” There were 494 companies. In addition, the study also employed IC design companies derived from 2006 membership database of Semiconductor Industry Promotion Office, Industrial Development Bureau, Ministry of Economic Affairs of Taiwan. There were 148 companies. There were 472 valid companies in total. Gathering 164 questionnaires that there were 139 valid sampling and the return rate was 34.75%.
The research verified the conceptual structure and the hypothesis via “hierarchical regression analysis” analytical model and to access to the best match in order to explore the new product performance of each variable effect and moderate variable affects. The research finding revealed the following: (1) The New Product Advantage directly positive affects the New Product Performance.(2) Launch Proficiency moderating affects New Product Advantage and New Product Performance. (3) Timing moderating affects New Product Advantage and New Product Performance.

目 錄
第一章 緒論 1
第一節 研究背景與動機 1
一、新產品優勢 1
二、上市能力 2
三、上市時機 3
第二節 研究問題與目的 3
第三節 研究範圍 4
第四節 論文架構 4
第二章 文獻探討 6
第一節 新產品優勢 6
一、市場導向的產品發展策略與新產品優勢的關係 6
二、技術導向的產品發展策略與新產品優勢的關係 7
第二節 新產品績效 10
一、新產品之定義與分類 10
二、新產品績效 11
第三節 上市能力 15
一、新產品上市活動 16
二、影響新產品上市成功之關鍵因素 23
第四節 上市時機 25
第三章 研究設計 28
第一節 研究架構 28
第二節 研究假說 29
一、新產品優勢對新產品績效之影響關係 29
二、上市能力的干擾效果 29
三、上市時機的干擾效果 30
第三節 產業概況 31
一、國內資訊產業的發展 31
二、國內資訊服務相關產業的掘起 33
第四節 研究工具 35
第五節 問卷設計 37
第四章 資料分析與結果 40
第一節 資料分析工具與方法 40
第二節 前測階段之分析 40
一、前測樣本之基本資料分析 40
二、量表前測之信度檢驗 41
三、量表前測之效度 44
第三節 正式問卷回收之基本資料分析 44
一、正式問卷之信度與效度 45
二、回收問卷的基本資料 48
三、回收問卷之敍述性統計分析 50
四、共線性相關分析 52
第四節 研究假說檢定 53
一、階層式迴歸模型之建立 54
二、新產品優勢與新產品績效檢定 55
三、干擾變數對新產品優勢與新產品績效之影響 61
四、上市能力對新產品優勢與新產品績效干擾效果之檢定 62
五、上市時機對新產品優勢與新產品績效干擾效果之檢定 70
第五節 討論 79
一、上市能力與上市時機的干擾效果比較 79
第五章 結論 82
第一節 發現與涵義 82
一、研究發現 82
二、研究意函 83
第二節 限制及後續研究之建議 84
一、研究限制 84
二、關於後續研究之建議 85
參考文獻 86
一、中文部分 86
二、英文部分 87
附錄 研究問卷 93

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