產品創新程度與產品優勢相關之研究

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姓名

葉庭(Ting Yeh) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

產品創新程度與產品優勢相關之研究

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摘要(中)

現今社會環境快速變遷，企業莫不進行產品創新以爭取優勢地位，然而高度的產品創新程度是否真的能夠有效提升產品優勢並進而達到良好績效，過去的研究中同時存在著正反兩面的觀點。故本研究旨在驗證產品創新程度與產品優勢之間的關係，並且針對市場導向與市場不確定性對於此關係之調節效果，探討不同的環境下產品創新程度對於產品優勢的影響。
本研究根據天下雜誌「2013年製造業2000大調查」之企業為研究對象進行問卷調查，總共寄發出320 份問卷，實際有效問卷185 份，有效問卷回收率為57.81％，而實證分析結果如下；
1. 產品創新程度對於產品優勢有正向之影響。
2. 市場導向與市場不確定性對於產品創新程度與產品優勢之關係皆具有負向調節效果。
3. 在不同程度的市場導向與不同程度的市場不確定性交互作用下，產品創新程度對於產品優勢的影響各不相同。

摘要(英)

In recent years, with rapidly changing environment, product innovation plays an important role in the firms. However, whether the product innovativeness can transfer to the product advantage then enhance the product performance, the current researches display different points of view. One of the purposes of this study is to examine the relationship between product innovativeness and product advantage. This study also explores the moderating effects of market orientation and market turbulence on the relationship between product innovativeness and product advantage.
The empirical data used in the study comprises of 185 samples of product projects in Taiwanese manufacturing firms. The main results of this thesis show that:
1. Product innovativeness has positive effect on product advantage.
2. Both market orientation and market turbulence have negative moderating effects on the relationship between product innovativeness and product advantage.
3. In the distinct environments comprising with different level of market orientation and market turbulence, the effect level of product innovativeness to product advantage are different from one another.

關鍵字(中)

★ 產品創新程度
★ 產品優勢
★ 市場導向
★ 市場不確定性
★ 調節效果

關鍵字(英)

★ Product Innovativeness
★ Product advantage
★ Market Orientation
★ Market Turbulence

論文目次

摘要………………………………………………………i
Abstract…………………………………………ii
誌謝……………………………………………………iii
目錄………………………………………………………iv
圖目錄………………………………………………………v
表目錄…………………………………………………………vi
第一章緒論……………………………………………1
第一節研究動機………………………………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
第一節產品創新程度………………………………6
第二節產品優勢………………………………………14
第三節市場導向…………………………………………19
第四節市場不確定性…………………………………29
第五節變數之間的關係……………………………32
第六節個案研究………………………………………35
第三章研究設計………………………………..……36
第一節研究架構……………………………………36
第二節定義與衡量方式……………………………37
第三節研究假設……………………………………………42
第四節研究對象與問卷蒐集…………………………46
第五節資料分析方法………………………………………48
第六節信度與效度……………………………………………50
第四章研究結果與分析………………………………………………52
第一節樣本描述與敘述性統計分析…………………………52
第二節研究變數結果描述……………………………………………54
第三節產品創新程度與產品優勢關係之分析…………………55
第四節市場導向、市場不確定性之調節效果分析………………57
第五節市場導向、市場不確定性之共同調節效果分析………62
第六節研究結果描述………………………………………………65
第五章研究結論與建議……………………………………………66
第一節研究結論……………………………………………………66
第二節研究貢獻……………………………………………………69
第三節研究限制與後續研究建議…………………71
參考文獻……………………………………………………………………73
附錄一個案研究………………………………………………79
附錄二研究問卷………………………………………………89

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指導教授

林明杰(Ming-ji Lin)

審核日期

2014-7-25

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