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研究生:林晏妃
研究生(外文):Lin, Yen-Fei
論文名稱:回應式與預應式市場導向對新產品績效之影響-外部環境之干擾因素
論文名稱(外文):The Impact of Responsive and Proactive Market Orientation on New Product Performance-The Moderating Effect of External Environment
指導教授:謝明宏謝明宏引用關係
指導教授(外文):Hsieh, Ming-Hung
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:56
中文關鍵詞:市場導向新產品績效市場動盪技術動盪競爭強度
外文關鍵詞:market orientationnew product performancemarket turbulencetechnological turbulencecompetitive intensity
相關次數:
  • 被引用被引用:4
  • 點閱點閱:338
  • 評分評分:
  • 下載下載:151
  • 收藏至我的研究室書目清單書目收藏:0
以現代行銷概念來看,為了達到持續性的成功,企業應該比競爭者更有效率地發現與滿足顧客需求。然而,有些學者卻認為企業太仔細傾聽顧客的聲音,經理人只透過顧客的眼睛看這個世界,企業會失去領導地位。國外學者認為企業對市場導向不了解,且常常忽略預應式的重要性-發現和滿足客戶未來需求。國外學者也針對實證結果陸續對業界經理人作出相關回應與建議。反觀台灣,至目前為止對預應式及回應式市場導向的研究甚少,因此,本研究主要探討預應式及回應式市場導向對台灣資訊系統整合業環境之新產品績效及外部環境干擾效果。
本研究採用便利抽樣法進行抽樣,以台北市電腦商業同業公會「2007會員名錄」之資訊系統整合廠商作為研究對象,以網路及人工發放的方式寄發,本問卷實際回收樣本數203份,扣除填答不完整及無效(如非資訊系統整合產業)之無效問卷19 份後,最後用以分析的有效問卷總數為184份,並使用階層迴歸分析模型驗證本研究觀念性架構及所推論之假設。
分析結果發現:預應式市場導向會正向影響新產品績效之顧客面績效、產品面績效、時間面績效;回應式市場導向會正向影響新產品績效之財務面績效。市場動盪的程度越高,預應式市場導向會負向影響新產品績效之產品面績效。技術動盪的程度越高,預應式市場導向會正向影響新產品績效之產品面績效。
According to modern marketing concept, business should discover and satisfy customer needs more efficiently than competitor in order to achieve constant success. However, some scholars argue that business lose their position of industry leadership, because they listen too carefully to their customers and managers see the world only through their current customers’ eyes. They criticize that business has no idea about market orientation, and ignore the important of proactive dimension-the discovery and satisfaction of future customer needs. Foreign scholars make responses and suggestions about the results to managers in business. On the contrary, the research about proactive and responsive market orientation is few in Taiwan. As a result, the study discusses the relationship between responsive and proactive market orientation and new product performance, and moderating effect of external environment in information system integrated industry of Taiwan.
The object of the study focuses on members of information system integrated industry of Taipei Computer Association. The study use convenience sampling, and valid sample size is 184. Hierarchical regression analysis was used to examine the theoretical framework and hypotheses proposed in the study.
The result shows that proactive market orientation is related positively to customer acceptance measures, product-level measures, and timing measures of new produce performance, and responsive market orientation is related positively to financial measures of new produce performance. While market turbulence moderates more strongly, proactive market orientation is related more negatively to product-level measures of new produce performance. While technological turbulence moderates more strongly, proactive market orientation is related more positively to product-level measures of new produce performance.
目 錄

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究範圍 2
第四節 論文架構 2
第二章 文獻探討 5
第一節 市場導向 5
一、市場導向定義 5
二、回應式市場導向 6
三、預應式市場導向 6
第二節 外部環境 7
一、市場動盪 7
二、技術動盪 7
三、競爭強度 8
第三節 新產品績效 8
一、新產品定義 8
二、新產品績效的衡量指標 9
第三章 研究設計 11
第一節 研究架構 11
第二節 研究假說 12
一、市場導向對新產品績效的關係 12
二、外部環境是否干擾市場導向對新產品績效的關係 13
第三節 台灣資訊系統整合業概況 16
一、資訊系統整合業的定義 17
二、資訊系統整合業特性 17
三、資訊系統整合業未來展望 18
第四節 變數定義與衡量 19
一、市場導向 19
二、外部環境 20
三、新產品績效 22
四、控制變數 23
第五節 問卷設計與抽樣設計 24
一、問卷設計 24
二、抽樣設計 24
第六節 資料分析方法 25
一、階層式迴歸分析 25
第四章 資料分析 26
第一節 基本資料 26
第二節 信度與效度 27
一、信度分析 27
二、效度分析 30
第三節 研究假說之檢定 33
第五章 結論 41
第一節 研究發現與意涵 41
一、研究發現 41
二、理論與實務意涵 43
第二節 研究限制與後續研究建議 45
一、研究限制 45
二、後續研究建議 46
參考文獻 47
附錄A-問卷 52


表 次

表3.1 市場導向之研究變項與觀念性定義及衡量內容 20
表3.2 外部環境之研究變項與觀念性定義及衡量內容 21
表3.3 新產品績效之研究變項與觀念性定義及衡量內容 23
表4.1 本研究之問卷樣本問項分析 27
表4.2 市場導向之信度分析 28
表4.3 外部環境之信度分析 29
表4.4 新產品績效之信度分析 30
表4.5 驗證性因素分析之結果 31
表4.6 變數間相關矩陣及敘述性統計衡量 33
表4.7 干擾變數對於新產品績效市場面衡量影響之迴歸分析 34
表4.8 干擾變數對於新產品績效財務面衡量影響之迴歸分析 35
表4.9 干擾變數對於新產品績效顧客面衡量影響之迴歸分析 36
表4.10 干擾變數對於新產品績效產品面衡量影響之迴歸分析 37
表4.11 干擾變數對於新產品績效時間面衡量影響之迴歸分析 38
表4.12 干擾變數對於新產品整體績效衡量影響之迴歸分析 39
表4.13 干擾變數對於新產品財務績效影響之迴歸分析 40

圖 次

圖1.1 研究流程 4
圖3.1 研究架構 11
ㄧ、英文
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二、中文
1.拓墣產業研究所 (2006),2005年資訊服務業白皮書,台北:拓墣科技出版社
2.財團法人資訊工業策進會http://www.iii.org.tw/
3.行政院勞工委員會(CLA)http://www.cla.gov.tw/
4.古永嘉譯 (2003),企業研究方法,第八版,台北:美商麥格羅‧希爾(McGraw-Hill)國際股份有限公司 台灣分公司。
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