回應型與主動型市場導向對組織績效之影響–雙元資訊科技能力的中介效果;The Effect of Responsive and Proactive Market Orientation on Firm Performance: IT Ambidexterity Capability as Mediator

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題名:	回應型與主動型市場導向對組織績效之影響–雙元資訊科技能力的中介效果;The Effect of Responsive and Proactive Market Orientation on Firm Performance: IT Ambidexterity Capability as Mediator
作者:	楊雅如;Yang, Ya-Ju
貢獻者:	資訊管理學系
關鍵詞:	回應型市場導向;主動型市場導向;資訊科技開發能力;資訊科技探索能力;組織敏捷性;企業績效;Responsive Market Orientation;Proactive Market Orientation;IT Exploitative Capability;IT Explorative Capability;Organizational Agility;Firm Performance
日期:	2020-07-07
上傳時間:	2020-09-02 17:50:45 (UTC+8)
出版者:	國立中央大學
摘要:	市場導向（Market Orientation）是行銷和管理領域重要的基石，過去的文獻大多關注在現有客戶的需求。最近的研究指出市場導向不僅是回應顧客的需求，更要去重視滿足客戶潛在的需求。因此，本研究將市場導向分為回應型市場導向（Responsive Market Orientation）及主動型市場導向（Proactive market orientation），並視為兩種不同類型的組織文化。然而，隨著資訊科技能力的議題受到越來越多地關注，有許多學者提出具有雙元性（Ambidextrous）資訊科技能力的組織能夠更快速地適應環境變化。亦即IT開發能力（IT Exploitative Capability）和IT探索能力（IT Explorative Capability）。因此，對於組織來說如何使用這兩種類型的IT能力來提高組織敏捷性就成為了重要的課題。本研究將探討在回應型市場導向和主動型市場導向下，IT開發能力和IT探索能力分別如何影響組織績效。在本研究中，我們建構一個包含九個假設的研究模型，並收集來自台灣前1010大製造業企業的資料以檢驗我們的假說。經資料分析後，本研究發現回應型市場導向對IT開發能力有顯著影響，主動型市場導向對IT探索能力有顯著影響，IT開發能力對組織敏捷性沒有顯著影響，但是IT探索能力對組織敏捷性有顯著影響，此外，回應型市場導向和主動型市場導向對組織敏捷性皆有顯著影響，最後，組織敏捷性對企業績效也有顯著影響。本研究提供一個指南，讓管理者知道如何在不同的文化導向中有效管理資訊科技資源。 ;Market Orientation is an important cornerstone in marketing and management fields. Past literature has focused on the needs of existing customers. Recent research has pointed out that market orientation is not only to respond to customer needs but also to meet the latent needs of customers. Therefore, this study divides market orientation into responsive market orientation (RMO) and proactive market orientation (PMO), treated as two different types of organizational culture. However, as the topic of information technology capabilities has received more and more attention, many scholars have proposed that organizations with ambidextrous information technology capabilities, i.e., IT exploitative capability and IT explorative capability, can adapt more quickly to environmental changes. Therefore, how to use these two types of IT capabilities to improve organizational agility has become an important issue for organizations. This study will explore how IT exploitative capability and IT explorative capability affect organizational performance under responsive and proactive market orientation, respectively. This study develops a model with nine hypotheses and collects data from top 1010 Taiwanese manufacturing firms to test the hypotheses. The finding show that responsive market orientation has a significant impact on IT exploitative capability and proactive market orientation has a significant impact on IT explorative capability. IT exploitative capability has no significant impact on organizational agility, but IT explorative capability has. Besides, both responsive market orientation and proactive market orientation have a significant direct effect on organizational agility. Finally, organizational agility has a significant impact on firm performance. This study provides a guide for managers to know how to manage IT resources effectively in different cultural orientations.
顯示於類別:	[資訊管理研究所] 博碩士論文

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