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研究生:王以莊
研究生(外文):I-Chuang Wang
論文名稱:行銷創新量表效化與實證研究
論文名稱(外文):The Validating and Empirical Study on Marketing Innovation Scale
指導教授:蕭錫錡蕭錫錡引用關係
指導教授(外文):H. C. Hsiao
學位類別:博士
校院名稱:國立彰化師範大學
系所名稱:工業教育與技術學系
學門:教育學門
學類:專業科目教育學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:308
中文關鍵詞:行銷創新行銷創新創造力創新量表
外文關鍵詞:marketinginnovationmarketing innovationcreativityinnovation scale
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摘要

本研究旨在建構行銷創新量表,首先藉由創新與行銷文獻之探討,形成行銷創新之構念、準則與衡量指標,並據以發展出衡量題項。透過專家審查與預試施測進行量表之效化,最後建構成具有兩項主構面、四項次構面、二十七項指標以及八十ㄧ個題項之行銷創新評量量表。為驗證本研究量表之信效度,以國內大型企業進行實證研究,藉由大量的企業實徵資料,以結構方程模式進行驗證性因素分析,檢測量表之內部一致性信度、組合信度、收斂效度、區別效度以及效標關聯效度,結果顯示本研究所發展之量表具備良好之信效度。
本量表可提供企業進行行銷創新效能評估,也可做為工程與商學領域創造力教育相關課程或競賽教學之評量之用,更可為學術研究對行銷創新表現之檢測提供良好的評量工具。
關鍵字:行銷, 創新, 行銷創新, 創造力, 創新量表

Abstract

This study developed a marketing innovation scale, in product perspectives, to evaluate innovation performance of marketing project. First, theoretical reviews on literature of creativity, innovation, and marketing established the two-factor structure model of marketing innovation. Then, items analysis and exploratory principle components factor analysis were used to validate the marketing innovation scale with two-factor model. In addition, empirical study with the samples of large enterprises in Taiwan was undertaken to examine and test the marketing innovation scale. Analyses through structure equation model and canonical correlation provided support for composite reliability, convergent validity, discriminate validity and criterion related validity of the questionnaire.
The result of this study established the usefulness of the marketing innovation scale to detect marketing innovation performance, what can be done to the marketing project by enterprises or commercial education. This scale can also offer material to survey innovativeness on marketing research.
Keyword: marketing, innovation, marketing innovation, creativity, innovation scale


目 錄

摘要-------------------------------------------------------I
Abstract-------------------------------------------------III
目錄-------------------------------------------------------V
表次------------------------------------------------------IX
圖次-----------------------------------------------------XII
第一章 緒論-------------------------------------------------1
第一節 研究背景-------------------------------------------1
第二節 研究動機-------------------------------------------4
第三節 研究目的-------------------------------------------5
第四節 研究問題-------------------------------------------6
第五節 研究限制-------------------------------------------7
第六節 研究流程-------------------------------------------8
第七節 名詞釋義------------------------------------------10
第二章 文獻探討--------------------------------------------13
第一節 行銷策略------------------------------------------14
第二節 創新----------------------------------------------23
第三節 創新構念------------------------------------------33
第四節 創新衡量取向---------------------------------------46
第五節 行銷創新新穎性衡量指標規劃---------------------------66
第六節 行銷創新有效性衡量指標規劃---------------------------86
第七節 行銷創新功能性衡量指標規劃--------------------------97
第三章 研究方法-------------------------------------------127
第一節 研究架構-----------------------------------------127
第二節 研究方法--------------------------------------134
第三節 研究對象-----------------------------------------137
第四節 研究工具-----------------------------------------143
第五節 資料收集-----------------------------------------145
第六節 資料分析-----------------------------------------149
第七節 建構流程-----------------------------------------157
第四章 行銷創新量表建構結果---------------------------------159
第一節 行銷創新概念架構專家審查修訂------------------------159
第二節 量表內容效度專家審查修訂---------------------------166
第三節 量表預試修訂--------------------------------------171
第五章 實徵調查-------------------------------------------191
第一節 問卷調查施測與檢驗---------------------------------191
第二節 信度分析-----------------------------------------196
第三節 效度檢驗-----------------------------------------198
第六章 結論與建議------------------------------------------223
第一節 研究結論-----------------------------------------223
第二節 研究建議-----------------------------------------226
參考文獻--------------------------------------------------229
附錄一 預試結果遺漏值檢驗-----------------------------------279
附錄二 預試結果常態性檢驗-----------------------------------285
附錄三 變異數與極端值檢定結果-------------------------------289
附錄四 市場定位策略功能新穎性指標同質性檢驗結果---------------299
附錄五 行銷創新量表實徵調查問卷-----------------------------307
附錄六 量表效化過程結果彙整---------------------------------315

表次

表2-1 行銷定義陳述 17
表2-2 行銷規劃作業內容與功能 23
表2-3 策略觀點創新定義彙整 29
表2-4 組織整合觀點創新定義彙整 30
表2-5 產品觀點創新定義彙整 31
表2-6 創新構面之彙整 38
表2-7 創新尺度觀點分類說明 78
表2-8 新穎性尺度構面 83
表2-9 行銷策略創新衡量指標 84
表2-10 創新行銷策略量表之有效性準則構面 97
表2-11 績效衡量構面與指標之文獻彙整 102
表2-12 效能性構面衡量指標 108
表2-13 顧客價值分類表 121
表2-14 價值性構面衡量指標 124
表3-1 問卷調查實施方式與研究工具 137
表3-2 行銷創新量表內容審查專家意調查施測對象 138
表3-3 實證研究之問卷施測對象 142
表4-1 行銷創新概念架構專家訪談修訂結果 171
表4-2 行銷創新內容效度專家訪談修訂結果 172
表4-3 量表發展之統計方法與判斷標準 174
表4-4 先導研究施測狀況 174
表4-5 先導研究正式施測狀況 176
表4-6 各構面量表之Cronbach's Alpha信度係數
表5-1 建構效度檢驗結果摘要 190
表5-2 策略功能新穎性次購面區別效度檢驗結果摘要 200
表5-3 執行作業新穎性次購面區別效度檢驗結果摘要 207
表5-4 執行作業新穎性次購面區別效度檢驗結果摘要 213
表5-5 顧客價值有效性次購面區別效度檢驗結果摘要 216
表6-1 實證研究信效度檢驗結果彙整 225

圖次

圖1-1 研究流程 11
圖2-1 STP市場策略程序 20
圖2-2 創新概念之二元構念 40
圖2-3 創新與創造力矩陣 43
圖2-4 組織創新與創造力成份理論 44
圖2-5 Csikszentmihalyi之系統觀點 53
圖2-6 創造力三成份模型 55
圖2-7 二維產品創新矩陣 68
圖2-8 六類型產品創新矩陣 69
圖2-9 技術及市場能力的角色 70
圖2-10 創新活動類型 72
圖2-11 實用創新矩陣 73
圖2-12 創新方程式 75
圖2-13 創新分類 76
圖2-14 社會行銷三要素 91
圖2-15 顧客價值階層模式 114
圖2-16 消費價值的理論模式 117
圖3-1 量表結構 129
圖3-2 量表建構流程 158
圖5-1 本量表典型之ㄧ階模式檢定 200
圖5-2 本量表典型之二階模式檢定 204
圖5-3 策略功能新穎性次構面之二階多因素斜交模式檢定結果 208
圖5-4 執行作業新穎性次構面之二階多因素斜交模式檢定結果 211
圖5-5 企業效能有效性次構面之二階多因素斜交模式檢定結果 214
圖5-6 顧客價值有效性次構面之多因素斜交模式檢定結果 217
圖5-7 典型相關分析路徑圖 221
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