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研究生:郭瓊霞
研究生(外文):Chiung-Hsiu Kuo
論文名稱:「走在流行的前端」−創新採用類型、前瞻使用傾向、網絡中心性與創造力間關係之研究
論文名稱(外文):“Walking in the front of popular fashion ”:A Study of the relationship among innovation adoption, tendency of lead user, network centrality and creativity.
指導教授:方祥明方祥明引用關係
指導教授(外文):Hsiang-Ming Fang
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:113
中文關鍵詞:採用者類型中介中心性程度中心性前瞻使用傾向
外文關鍵詞:Adopter CategoriesBetweenness CentralityDegree Centralitythe tendency of lead usersCreativity
相關次數:
  • 被引用被引用:1
  • 點閱點閱:287
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
現代企業面臨激烈的競爭環境,產品生命週期越來越短,消費者喜新厭舊的趨勢越來越明顯,企業該如何及早並真正了解消費者對創新的需求,開發出具高度吸引力的暢銷商品,提高消費者的購買意願,更是當務之急。因此,本研究主要是結合創新擴散理論與社會網絡理論,探討採用者類型、前瞻使用傾向、網絡中心性與創造力表現之間的關係。
本研究首先根據研究背景與動機、研究問題與目的,蒐集相關文獻,進行閱讀、彙整與探討分析,以尋求初步的研究概念。其次,藉由文獻探討結論確認欲研究的變數構念與相互關係,建立實證研究架構,且提出五項研究假設。隨後,以問卷作為蒐集實證資料之工具,分別針對大學生和企業在職人士所組成的24個團隊為研究對象,總計148位有效樣本。最後藉由問卷資料的分析結果驗證研究假設,得到下列結論:
一、 不同的採用者類型在前瞻使用傾向上具有顯著差異存在。採用者類型越偏向創新者時,前瞻使用傾向程度會高於偏向落後者的前瞻使用傾向程度。
二、 中介中心性對前瞻使用傾向具有顯著的正向影響。
三、 前瞻使用傾向對程度中心性具有顯著的正向影響。
四、 程度中心性和中介中心性對創造力表現程度皆具有顯著的正向影響。
最後,除了本研究結論於理論上與實務上的涵義外,也敘述本研究的研究限制,並對未來後續相關研究提出建議。
Modern enterprises are up against the intense competitive environment and, in turn, the product life cycle becomes shorter and shorter as well as the consumers tend to like the new and loathe the old apparently. As a result, how enterprises really know the consumers’ need for the innovation in the early time and to develop the products with highly lure to raise consumers’ purchasing intention is an urgent matter. Thus, the research aims to integrate the diffusion of innovation theory and social network theory to explore the relationship between adopter categories, the tendency of lead users, network centrality and the creativity.
First, this research is based on the background and motives to collect the relevant literature to read, and to integrate and analyze in order to find initial conception of the research. Then, the research confirms the relationship between variables and its interdependence to test the research structure with five hypotheses through references studying. Afterward, using the questionnaire as a demonstration tool derives from 148 people, 24 teams which composed of undergraduate students and EMBA students. Finally, the results of hypotheses were examined based on the questionnaire analysis outcome as follows:
1. Different adopter categories would be significantly related to the lead user. While the adopter categories tend to innovators, the tendency of lead users will be highly than the laggards.
2. Betweenness centrality would have positive impact on the tendency of lead users.
3. The tendency of lead users would be positively related to the degree centrality.
4. Both degree centrality and betweenness centrality would be positively related to the creativity.
To conclusion, in addition to the implication of the academic and practical research in its application as well as the limitation of the research and, refers the relevant subject matter for the future.
目錄
中文摘要 I
中文摘要 II
目錄 IV
表目錄 VI
圖目錄 VIII
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 研究程序 5
第二章 文獻探討 7
第一節 創新擴散理論 7
第二節 前瞻使用者理論 18
第三節 社會網絡理論 27
第四節 創造力理論 36
第五節 研究變數間關係的相關研究 46
第三章 研究方法 52
第一節 研究架構 52
第二節 研究假設 53
第三節 研究工具與變數操作性定義 54
第四節 研究對象與問卷發放 62
第五節 研究樣本 64
第六節 資料分析方法 66
第七節 因素分析、信度與效度分析 68
第四章 研究結果 71
第一節 各研究變數之敘述性統計分析 71
第二節 各研究變數之相關分析 72
第三節 不同性別受試者在各因素上之差異性分析 73
第四節 採用者類型在前瞻使用傾向上之差異性分析 74
第五節 各變數間之影響性分析 76
第六節 研究假設驗證結論 80
第五章 結論與建議 81
第一節 研究結論 81
第二節 研究涵義 84
第三節 研究限制 87
第四節 未來研究建議 89
參考文獻 90
附錄一 研究問卷一 103
附錄二 研究問卷二 107
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