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研究生:陳怡君
研究生(外文):I-Chun,Chen
論文名稱:新產品開發團隊之顧客知識發展
論文名稱(外文):Customer Knowledge Development of the New Product Development Team
指導教授:黃延聰黃延聰引用關係
指導教授(外文):Yen-Tsung, Huang
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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
中文關鍵詞:新產品開發顧客知識發展顧客互動團隊學習顧客基礎新產品成功財務成功
外文關鍵詞:New Product DevelopmentCustomer Knowledge DevelopmentCustomer InteractionTeam LearningCustomer-Based SuccessFinancial Success
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本研究探討企業如何創造、整合與應用顧客知識於新產品開發中,以及其前
置決定因素與後果因素。本研究藉由問卷調查法搜集到55 份台灣印刷電路板廠
商的樣本、27 份台灣電源供應器廠商的樣本,利用PLS(Partial Least Squares)模
型進行實證分析,獲得下列結果:(1) 新產品開發團隊透過顧客互動取得顧客知
識,將有助於新產品開發團隊在顧客知識發展上的團隊學習;(2)新產品開發團
隊透過顧客互動取得顧客知識,再藉由團隊學習整合與應用顧客知識,將有助於
新產品的顧客成功對財務成功的正向影響;(3)公司層級前置因素-顧客導向的文
化,其對顧客知識發展是有正向的影響;(4)顧客層級前置因素-顧客創新導向與
顧客關係緊密程度,前者對顧客知識發展不具顯著的正向影響,後者對顧客知識
發展是具有顯著的正向影響;(5)產品層級前置因素-創新程度與客製化程度,前
者對顧客知識發展不具顯著的正向影響,後者對顧客知識發展是具有顯著的正向
影響。
This study explores how the firms create, integrate, and apply customer
knowledge in the new product development. In addition, this study also explores the
antecedents and consequences of the customer knowledge development. Collecting 55
Printed Circuit Boards(PCB) samples and 25 power supply samples of Taiwanese
firms through survey and analyzing with PLS (partial least squares) model, this study
concludes that: (1) New product development teams get customer knowledge from
interacting with customers that would support team members to learn the customer
knowledge. Thus, customer knowledge development includes customer interaction
and team learning. (2) Team learning positively influences customer-based success,
and customer-based success positively influences financial success. (3) The firm level
antecedent-the culture of customer orientation positively influences team learning. (4)
The customer level antecedent-the closeness of customer relationship positively
influences team learning. (5) The product level antecedent-the customization
positively influences team learning.
目錄
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------------------------------------------------------------------ 3
第三節 研究流程--------------------------------------------------------------------------- 4
第二章 文獻探討----------------------------------------5
第一節 新產品開發中的顧客知識發展------------------------------------------------- 5
第二節 新產品發展中顧客知識發展的前置因素------------------------------------ 12
第三節 新產品開發中顧客知識發展的後果因素------------------------------------ 18
第四節 研究架構--------------------------------------------------------------------------- 21
第三章 研究方法--------------------------------------- 23
第一節 研究構念衡量方法--------------------------------------------------------------- 23
第二節 問卷的設計與測試--------------------------------------------------------------- 30
第三節 問卷調查過程--------------------------------------------------------------------- 31
第四節 樣本特性分析--------------------------------------------------------------------- 33
第五節 統計分析方法--------------------------------------------------------------------- 37
第四章 結果與討論------------------------------------- 38
第一節 衡量式評估------------------------------------------------------------------------ 38
第二節 模式適合度分析------------------------------------------------------------------ 44
第三節 結構式路徑係數檢定------------------------------------------------------------ 45
第四節 中介效果檢定--------------------------------------------------------------------- 48
第五章 結果與建議-------------------------------------- 52
第一節 理論貢獻-------------------------------------------------------------------------- 52
第二節 管理涵義-------------------------------------------------------------------------- 54
第三節 研究限制-------------------------------------------------------------------------- 55
第四節 後續研究建議-------------------------------------------------------------------- 56
參考文獻----------------------------------------------- 57
附錄--------------------------------------------------- 64

表目錄
表3-1 本研究構念衡量尺度---------------------------------------------------------------- 26
表3-2 兩個產業樣本之差異檢定---------------------------------------------------------- 31
表3-3 無回應誤差檢驗----------------------------------------------------------------------- 32
表3-4 專案開始時間-------------------------------------------------------------------------- 33
表3-5 專案歷時-------------------------------------------------------------------------------- 34
表3-6 專案人數-------------------------------------------------------------------------------- 34
表3-7 印刷電路板質地----------------------------------------------------------------------- 35
表3-8 印刷電路板外觀----------------------------------------------------------------------- 35
表3-9 電源供應器產品----------------------------------------------------------------------- 35
表3-10 產品主要應用範圍------------------------------------------------------------------ 36
表4-1 單構面衡量----------------------------------------------------------------------------- 39
表4-2 構念衡量項目信度分析------------------------------------------------------------- 40
表4-3 構念衡量項目信度分析(刪除問項後)--------------------------------------------- 41
表4-4 潛在構念收斂效度衡量------------------------------------------------------------- 42
表4-5 潛在構念相關矩陣與區別效度分析---------------------------------------------- 43
表4-6 內覺構念R2 值------------------------------------------------------------------------ 44
表4-7 結構式模型分析----------------------------------------------------------------------- 45
表4-8 前置因素與顧客互動和團隊學習的路徑係數-標準化係數(T 值) ----------- 48
表4-9 顧客互動與顧客基礎新產品成功路徑係數-標準化係數(T 值) -------------- 49
表4-10 顧客互動與顧客基礎新產品成功直接效果路徑係數-標準化係數(T 值)- 50
表4-11 顧客互動與顧客基礎新產品成功間接效果路徑係數-標準化係數(T 值) - 50
表4-12 團隊學習與財務成功路徑係數-標準化係數(T 值) ---------------------------- 51

圖目錄
圖1-1 本研究之研究流程圖 ----------------------------------------------------------------4
圖 2-1 本研究之研究架構圖--------------------------------------------------------------- 22
圖 4-1 結構式分析結果--------------------------------------------------------------------- 47
圖 4-2 前置因素與顧客互動和團隊學習的結構分析結果--------------------------- 48
圖 4-3 顧客互動、團隊學習與顧客基礎的新產品成功的結構分析結果--------- 49
圖 4-4 團隊學習、顧客基礎的新產品成功與財務成功的結構分析結果--------- 51
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