臺灣博碩士論文加值系統

由於全球商業環境競爭激烈，企業為了維持競爭優勢，紛紛將產品創新列為策略重點以及未來規劃方針。成功的新產品開發仰賴對顧客需求作深度的了解。因此，目前企業正透過外部顧客參與開發流程來降低新產品的失敗率。從過去的研究發現，顧客參與開發對於新產品開發績效有不一致的結果。本研究認為參與的時間點、以及參與的對象會影響新產品的開發績效。為了幫助企業更加了解適合參與的時間點，以及需要甚麼特質、經驗與知識能力的顧客做參與。因此，本研究透過調查顧客參與概念發想與篩選階段、產品開發與設計階段，以及產品測試與上市階段來分析顧客的知識能力對於新產品開發績效是否有調節效果。
研究發現顧客若在開發流程中的概念發想與篩選階段，以及產品測試與上市階段參與的程度越深，會使得新產品開發績效的開發時程、產品品質、產品創新程度，以及財務績效越高。而且，若是在產品測試與上市階段中讓高知識能力的顧客參與，更能加速產品開發的上市速度以及提升產品品質。但若在概念發想與篩選階段讓高知識能力顧客參與會降低新產品開發的產品品質。因此，若一味的讓顧客參與開發，不去了解顧客的知識能力、經驗與特質以及在開發過程中參與的任務，也會降低新產品開發績效。雖然顧客參與是現今提升新產品開發成功率的方式，但企業也必須衡量如何在開發階段中讓顧客參與，以及如何挑選合適的參與對象，才能有效的提升新產品開發績效，降低新產品開發的失敗率。

Because of the intense competition of global business environment, in order to maintain competitive advantage, enterprises set product innovation as the important strategic and the direction of the future development. Successful development of new product relies on depth understanding of customer needs. Therefore, many enterprises through the external customer participation in the development process to reduce the failure rate of new products. However, according to the past researches, there are inconsistent results about customer participation influence the new product performance. To help the enterprises better understand which phase is more suitable to involve customer and which customer characteristics and capability is appropriate. This research investigate the customers to participate the following phases: Idea generation and screening, Product development and design, Prototype testing and launch. We also analysis whether there is moderating effect between the phase of customer participation and the new product development performance.
Our research find that if the customer participate in idea generation and screening phase and prototype testing and launch phase, will increase the speed to market, product quality, product innovativeness, and financial performance. Moreover, let high knowledge capability customer involve in prototype testing and launch phase will accelerate the rate of product development and improve product quality. However, let high knowledge capability customer participate in the idea generation and screening phase will reduce the product quality. Therefore, involving customers in the new product development process blindly, and do not understand the customer knowledge and capability will reduce the new product performance. Although, customer participate in new product development process will enhance the successful rate, the enterprises still need to evaluate which phase and how to choose the customers will enhance the new product development performance effectively.

書名頁 i
論文口試委員審定書 ii
授權書 iii
中文摘要 vi
英文摘要 vii
誌謝 ix
目錄 x
表目錄 xii
圖目錄 xiii
第一章、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 4
1.3 研究流程 6
第二章、 文獻探討 7
2.1 新產品開發績效 7
2.2 顧客參與 9
2.2.1 新產品開發績效與顧客參與的關係 11
2.3 新產品開發階段 14
2.3.1 新產品開發績效與顧客參與新產品開發階段的關係 19
2.4 顧客知識能力 23
2.4.1 新產品開發績效與顧客參與開發階段和顧客知識能力的關係 28
第三章、 研究方法 32
1.1 問題層級 32
1.2 研究架構 33
1.3 問卷設計 34
1.4 衡量變項 35
一、 顧客參與新產品開發階段 35
二、 顧客知識能力 36
三、 新產品開發績效 37
1.5 樣本及資料蒐集 39
1.5.1 研究對象 39
1.5.2 問卷發放方式 39
1.6 量化方法及資料分析 40
第四章、 研究分析與結果 42
4.1 敘述性統計分析 42
4.2 因素分析 49
4.3 信度與效度分析 52
4.3.1 信度分析 52
4.3.2 效度分析 52
4.4 階層式迴歸分析 56
4.5 分析結果 69
第五章、 結論與建議 71
5.1 結論 71
5.2 研究貢獻 73
5.3 管理意涵 73
5.4 研究限制及未來研究方向 74
參考文獻 75
附錄：問卷 83

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