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研究生:陳緒平
研究生(外文):Hsu-Ping Chen
論文名稱:目標導向對新產品銷售意圖的影響:以控制機制做跨層次調節
論文名稱(外文):Effects of Goal Orientation on New Product Sales Intention: Using Control Mechanism as Cross-Level Moderator
指導教授:洪廣朋洪廣朋引用關係
指導教授(外文):Kuang-Peng Hung
學位類別:碩士
校院名稱:銘傳大學
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:2012
畢業學年度:100
語文別:中文
論文頁數:58
中文關鍵詞:控制機制目標導向新產品銷售意圖階層線性模型
外文關鍵詞:hierarchical linear modelnew products sales intentioncontrol mechanismsgoal orientation
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過去十年來,新產品發展是企業關鍵的策略考量之一,因為新產品對於企業在銷售以及利潤上有日益重要的貢獻,新產品商業化代表大量的投資在新產品的時間、金錢與管理資源面。然而新產品的推動經常基於許多原因使銷售人員缺乏動力,甚至不願意去銷售新產品來開發具有潛力的市場。因此本研究採用目標導向理論的三個構面(學習、證明、迴避)觀點,探討對新產品銷售意圖的影響。另一方面,團隊的控制機制也同樣會影響銷售人員投入銷售新產品或既有產品的活動,研究者認為應該探討銷售人員與控制機制對於新產品導入的實證研究,因此本研究以控制機制做為調節變數,探討團隊控制機制的不同(產出、行為),期望對銷售人員目標導向與新產品銷售意圖之間的影響做出進一步的解釋與建議。
本研究在製造業與服務業的銷售部門中的銷售團隊做為問卷發放對象,由主管與成員分別進行填答。並以多層次研究分析中的階層線性模型進行本研究之假說檢定。最後發現產出控制會降低學習導向和迴避導向銷售人員對於新產品的銷售意願,卻會提高證明導向銷售人員對新產品的銷售意願;行為控制會提高學習導向和迴避導向銷售人員對於新產品的銷售意願,卻會降低證明導向銷售人員對新產品的銷售意願。
Over the past decade, the development of new products is one of the strategic considerations of the business, because new product sales and profits for enterprises in the increasingly important contribution to the commercialization of new products on behalf of a lot of time to invest in new products, money and management resources. However, there are a number of reasons to make the salesperson lack of selling new products motivation, and even reluctant to sell new products to develop potential markets. In this study, three dimensions of goal orientation (learning, prove and avoidance) point of view, to explore the impact of new product sales intention. The other hand, the control mechanisms of the team also will affect the activities of salespeople into selling new products or existing products, the researchers consider that empirical research should explore the salespeople and control mechanisms for new product introduction, this study control mechanisms do further explanation and recommendations for the adjustment variables, explore team control mechanism (output and behavior), expectations of the impact between the goal orientation of salespeople and sales of new products intentions.
In this study, as questionnaires are distributed to the sales team in the sales department of the manufacturing and service industries. And using hierarchical linear model analysis of multilevel research of this study is hypothesis testing. The final output control will reduce the learning orientation and avoidance orientation salespeople for new product sales intention, but it will improve prove orientation salespeople on sales of new products intention; behavioral control will improve the learning orientation and avoidance orientation salespeople for new products sales intention, but will reduce the prove orientation salespeople on selling new products intention.
目 錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻探討 5
2.1 目標導向 5
2.1.1 目標導向的定義 5
2.1.2 目標導向的分類 6
2.2 控制機制 7
2.2.1 控制機制的定義 7
2.2.2 控制機制的分類 7
2.3 新產品銷售意圖 10
第三章 研究方法 11
3.1 研究架構 11
3.2 研究假說 11
3.2.1 目標導向與新產品銷售意圖 11
3.2.2 團隊控制機制與新產品銷售意圖 12
3.2.3 團隊控制機制、銷售人員目標導向與新產品銷售意圖 13
3.3 控制變數與新產品銷售意圖 14
3.4 操作型定義與衡量問項 15
3.4.1 目標導向 15
3.4.2 控制機制 15
3.4.4 新產品銷售意圖 16
3.4.5 控制變數(人口統計變數、產品創新性與顧客新穎性) 16
3.5 研究對象與問卷發放 17
3.6 資料處理與分析 18
第四章 資料分析 20
4.1 問卷回收與統計與樣本描述 20
4.2 效度與信度分析 22
4.2.1 探索性因素分析 22
4.2.2 驗證性因素分析 24
4.2.3 收斂效度 24
4.2.4 區別效度 25
4.3 共同方法變異分析 25
4.4 描述性統計分析 26
4.5 多層次模型分析 26
4.5.1 團隊層級變數的彙總 27
4.5.2 虛無模式 27
4.5.3 隨機係數迴歸模式 28
4.5.4 截距預測模式 28
4.5.5 斜率預測模式 29
4.6 研究結果 34
第五章 結論與建議 35
5.1 研究結論 35
5.2 管理意涵 36
5.3 研究限制與後續建議 37
5.3.1 研究限制 37
5.3.2 後續建議 37
參考文獻 38
附錄一 主管問卷 46
附錄二 成員問卷 48


圖目錄

圖1-1 研究流程圖 4
圖3-1 研究架構圖 11
圖4-1 學習導向、產出控制與銷售意圖交互作用圖 31
圖4-2 證明導向、產出控制與銷售意圖交互作用圖 31
圖4-3 迴避導向、產出控制與銷售意圖交互作用圖 32
圖4-4 學習導向、行為控制與銷售意圖交互作用圖 32
圖4-5 證明導向、行為控制與銷售意圖交互作用圖 33
圖4-6 迴避導向、行為控制與銷售意圖交互作用圖 33


表目錄

表3-1 目標導向衡量問項 15
表3-2 控制機制衡量問項 16
表3-3 新產品銷售意圖衡量問項 16
表3-4 產品創新性與顧客新穎性衡量問項 17
表4-1 銷售主管問卷樣本資料 20
表4-2 團隊成員問卷樣本資料 21
表4-3 各構面因素負荷量 23
表4-4 驗證性因素分析表 24
表4-5 正式問卷各構面Cronbach’s α, AVE與CR係數 24
表4-6 各構面相關係數表 25
表4-7 各構面描述性統計分析 26
表4-8 彙總指標分析表 28
表4-9 控制機制對目標導向與新產品銷售意圖HLM結果彙整 30
表4-10 本研究假說結果 34
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15.溫福星、邱皓政(2009)。多層次模式方法論:階層線性模式的關鍵議題與試解。臺大管理論叢,19(2),263-294
16.溫福星、邱皓政(2011)。多層次模式方法論。新亞測驗評量暨技術研究中心
17.劉佩儀(2006年,6月)。人力派遣控制機制與工作績效之研究。國立高雄應用科技大學人力資源發展系研究所碩士論文。
18.羅文秀、張淑玲(2005)。國中學生的工具性動機、目標導向與數學學業成就相關之研究。新竹師院學報,20,27-61
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1. 1. 于卓民、廖彩如(2005)。影響子公司控制機制選擇之研究—以台灣企業為例。交大管理學報,23(2),27-56
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3. 3. 李雅櫻、彭朱如(2004)。我國公辦民營醫院控制機制與經營績效之研究-以契約生命週期觀點。中山管理評論,12(3),465-506。
4. 4. 林宴瑛、程炳林(2007)。個人目標導向、課室目標結構改變與自我調整學習策略之潛在改變量分析。教育心理學報,39(2),173-194
5. 6. 林鉦棽、彭台光(2006)。多層次管理研究:分析層次的概念、理論和方法。管理學報,23(6),649-675
6. 8. 陳玉樹、周志偉(2009)。目標導向對創造力訓練效果之影響:HLM成長模式。課程與教學季刊,12(2),19-46
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8. 11. 彭台光、高月慈、林鉦棽(2006)。管理研究中的共同方法變異:問題本質、影響、測試和補救。管理學報,23(1),77-98。
9. 12. 彭台光、林鉦棽(2008)。組織現象和層次議題:非獨立性資料的概念和實徵。組織與管理,1(1),95-121。
10. 13. 曾紀幸、司徒達賢、于卓民(1998)。多國籍企業網絡組織類型與管理機制選擇之關係—在台外商公司之產品交易實證研究。管理學報,15(1),1-26
11. 14. 楊國樞(1982)。心理學研究的中國化:層次與方向。中央研究院民族學研究所專刊乙種第十號。台北:南港。
12. 15. 溫福星、邱皓政(2009)。多層次模式方法論:階層線性模式的關鍵議題與試解。臺大管理論叢,19(2),263-294
13. 18. 羅文秀、張淑玲(2005)。國中學生的工具性動機、目標導向與數學學業成就相關之研究。新竹師院學報,20,27-61
 
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