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研究生:黃仕杰
研究生(外文):Shih-Chieh Huang
論文名稱:回應性市場導向、預應性市場導向與產品創新對新產品績效影響之研究–以台灣酒類產業為例
論文名稱(外文):The Impact of Responsive Market Orientation, Proactive Market Orientation and Product Innovation on New Product Performance - An Empirical Study on Taiwan’s Alcoholic Drinks Industry
指導教授:王俊人王俊人引用關係謝明宏謝明宏引用關係
指導教授(外文):Jun-Ren WangMing-Hung Hsieh
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:90
中文關鍵詞:市場導向回應性市場導向預應性市場導向產品創新程度新產品績效
外文關鍵詞:market orientationresponsive market orientationproactive market orientationproduct innovationnew product performance
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至今許多市場導向對績效的研究實際上只針對顧客需求有關的行為探討,也就是把市場導向當作是回應性市場導向。但任何一個企業去創造和維持新產品成功,一個市場導向不應只有回應性,還必須具有預應性。過去對於台灣酒類市場相關研究大多探討通路方面的問題,鮮少對產品本身的績效做研究。因此本研究以台灣酒類市場產品績效為研究焦點,深入探討台灣酒類產業市場導向與新產品績效間的關係。並進一步將市場導向分為回應性市場導向及預應性市場導向兩構面,檢視產品創新程度在回應性市場導向、預應性市場導向與新產品績效之間的中介效果。
本研究以財政部國庫署菸酒管理資料庫已取得執照業者為研究對象。並經確認將資料重複、停業、不正確的住址或資料不齊全刪除後得到的有效研究對象為898家。經過初試與專家學者深度訪談修訂問卷初稿後,針對此898家進行全面普查後回收151份的有效回收樣本。
本研究以結構方程式(SEM)進行假說驗證。研究結果發現,回應性市場導向對新產品績效有正向顯著的影響,亦即企業採取回應性市場導向有助於提昇新產品績效。雖然研究結果顯示在產品創新程度在回應性市場導向、預應性市場導向與新產品績效之間無法發現中介效果,但進一步以階層迴歸驗證其干擾效果時發現,在預應性市場導向與新產品績效之間的關係不顯著,然而在預應性市場導向再配合突破性創新,其對於新產品績效有正向的影響。此一結果驗證產品創新程度為干擾效果,並非中介效果。亦即企業採取預應性市場導向需配合創新程度高的產品,才有助於提升新產品績效。
To date prior literature concerning the relationship between market orientation and product performance only focuses on the expressed needs of customers, conceiving of market orientation as only responsive market orientation. For firms business to create and to sustain new product success, a responsive market orientation is not sufficient. It also needs proactive market orientation. Since previous studies on Taiwan’s alcoholic drinks industry only aims at the channel issue, this study will focus on products performance, exploreing the relationship between market orientation and new product performance. Further divide market orientation into responsive market orientation and proactive market orientation dimensions. Study the moderating effect of product innovation on the relationship amongst responsive market orientation, proactive market orientation and new product performance.
The choosing sample of study objects is from The National Treasury Agency Tobacco & Alcohol management database licensed firms. Valid samplings frame are 898 after deleting the materials repeat, suspended business, incorrect address or complete effective research object, and 151 valid samples are retrieved.
After applying structural equation models to test the proposed hypotheses, this study finds that significant positive influence relationship existing between responsive market orientation and new product performance; it means enterprises employing responsive market orientation will raise the improvement of new product performance. Also the study result indicated that product innovation has no mediating effects in responsive market orientation, proactive market orientation and new product performance, after further using the hierarchical regression analysis to test the moderating effect, there was no significant relationship between proactive market orientation and new product performance. However, radical innovation was confirmed to have a positive influence on new product performance. Thus, the result of the study shows that product innovation is a moderating effect instead of intermediary one. It means enterprises taking proactive market orientation require highly innovative product to increase the new product performance.

Key word: market orientation, responsive market orientation, proactive market orientation, product innovation, new product performance
目 錄
第一章 緒 論
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 研究範圍 3
第四節 研究流程 3
第五節 論文之組織與架構 3
第二章 文獻探討
第一節 市場導向 5
第二節 產品創新程度 8
第三節 新產品績效 12
第四節 台灣酒類產業概況 15
第三章 研究設計
第一節 研究架構 17
第二節 研究假說 18
第三節 研究變數與衡量方法 20
第四節 問卷設計與抽樣架構 23
第五節 資料分析方法 24
第四章 資料分析
第一節 前測資料分析 28
第二節 正式回收問卷之資料分析 36
第三節 假說檢定 45
第四節 干擾效果檢定 50
第五章 結論
第一節 發現與意涵 56
第二節 研究限制與後續研究建議 58
參考文獻 61
附錄A 酒類產品分類 68
附錄B 二次問卷回收樣本特性之t檢定 70
附錄C 干擾效果分析表 71
附錄D 正式研究問卷 76
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