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。 ;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.
