社會動態媒體理論探討溝通媒體能力與溝通績效之關係─以新產品開發為例 none

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/44085

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Title:	社會動態媒體理論探討溝通媒體能力與溝通績效之關係─以新產品開發為例 none
Authors:	趙俊強;Chun-Chiang Chao
Contributors:	企業管理研究所
Keywords:	新產品開發;社會資本;媒體同步理論;社會動態媒體理論;social dynamic theory;media synchronicity theory;social capital;new product development (NPD)
Date:	2010-07-21
Issue Date:	2010-12-08 14:48:29 (UTC+8)
Publisher:	國立中央大學
Abstract:	由於科技與市場環境的快速變動，產品生命週期不斷縮短，消費者需求變化快速，使得新產品開發(New Product Development; NPD)成為企業極為重視的課題之一。許多學者針對新產品開發的過程中，開發團隊成員使用溝通工具與其他成員連繫對於新產品開發團隊的工作績效進行研究。因此，本研究以社會動態媒體理論的觀點出發，結合媒體同步理論中的溝通媒體能力，與社會資本中的人際關係層面，以實證法及探索性研究來探討對於新產品開發過程中的溝通績效間的關係。研究結果發現： 1. 溝通媒體能力會正向影響溝通績效，溝通媒體能力越佳，對溝通過程績效越有幫助。 2. 社會資本中各項人際關係構面具有調節溝通媒體能力與溝通過程績效間的關係。 3. 不同的新產品開發時期下，對於一般任務之高績效與低績效間，溝通媒體能力使用上有顯著差異。根據以上的研究結果，本論文在最後給予學術界一些建議，並提供業界在評估新產品開發流程之績效上，所應增加評估的部份，希望能提供學術界與實務界參考之用。 New product Development (NPD) has became one of the most issue because the technological and market environment changes, the shortening of product life cycle, and rapid changes in consumer demand. Many scholars were study in the relation between the NPD team member used communication tools to contact with each other and NPD team's task performance. The purpose of this study is to explore the relation between media capacity and the communication performance on NPD processing that combine the perspective of social dynamic theory, media synchronicity theory, and social capital. This study presents an exploratory test and experimental analysis that aims at NPD team members . The findings from this study of 117 members showed (1) distinct of media capacity is positively related to communication performance, (2) the relation of media capacity and communication performance is moderated by three construction of social capital, and (3) each of the media capacity are significant differences between high and low NPD performance in different NPD stage. Base on the above finding, this study suggests the recommendations that the NPD communication performance may be added in evaluating the effectiveness to academia and industries for reference.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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