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研究生:林彥亨
研究生(外文):Lin, Yanheng
論文名稱:市場導向與轉型領導對新產品創造力與新產品績效影響之研究
論文名稱(外文):The Synergistic Effect of Market Orientation and Transformational Leadership on New Product Creativity and New Product Performance
指導教授:李嘉聖李嘉聖引用關係
指導教授(外文):Lee, Jiasheng
口試委員:吳姮憓劉玉雯
口試委員(外文):Wu, HenghuiLiu, Yuwen
口試日期:2012-09-06
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理學系
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:101
語文別:中文
論文頁數:90
中文關鍵詞:市場導向轉型領導新產品創造力新產品績效
外文關鍵詞:market orientationtransformational leadershipnew product creativitynew product performance
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本研究目的在探討企業市場導向與轉型領導對新產品創造力與新產品績效之影響;經文獻探討與對企業深入訪談後,提出相關研究假設。本研究以天下雜誌2011年調查所發表的台灣地區前一千大製造業廠商作為研究母體,透過問卷寄發的方式,針對企業的高階管理者進行採樣;共寄出1000份問卷,有效回收問卷為107份,有效回收率為10.7%;並以SEM線性結構方程式模式與LISREL8.54軟體,驗證本研究所提出之各項假設。
本研究發現:(1)市場導向對新產品創造力有正向影響。(2)市場導向對新產品績效有正向影響。(3)轉型領導對新產品創造力有正向影響。(4)市場導向與轉型領導均會透過新產品創造力對新產品績效產生影響。(5)新產品創造力對新產品績效有顯著的影響。
The purpose of this research is to investigate the influences of market orientation and transformational leadership on new product creativities and new product performance. After a survey of literature and interviewing of several businesses, we develop all the hypotheses. We also investigate the top 1000 Taiwanese manufacturers issued by Commonwealth magazine of Taiwan in 2011 to precede an empirical study. In total, 107 complete questiononnaires are returned (the effective return rate is 10.7%). And the linear structure equation model and LISREL software for data analyses are used to verify the hypotheses.
The empirical results show: 1. Market orientation has positive impact on new product creativities. 2. Market orientation has positive impact on new product performance. 3. Transformational leadership has positive impact on new product creativities. 4. Market orientation as well as transformational leadership has positive impact on new product performance through new product creativities. 5.Enterprises with stronger new product creativities might have stronger new product performance.

中文摘要 I
Abstract II
謝誌 III
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 研究目的 3
第三節 論文架構 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 市場導向 6
第二節 轉型領導 12
第三節 新產品創造力 15
第四節 新產品績效 17
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 21
第三節 研究變數操作性定義與衡量 22
第四節 研究樣本與問卷設計 30
第五節 資料分析法 31
第四章 資料分析與研究結果 37
第一節 描述性統計分析 37
第二節 研究變數之描述性統計分析 40
第三節 信度與效度分析 44
第四節 研究變項之相關性分析 49
第五節 結構方程模式分析 54
第五章 結論與建議 74
第一節 研究結論 74
第二節 理論與實務涵義 75
第三節 研究限制 76
第四節 後續研究之建議 76
參考文獻 78
附錄問卷 86
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