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

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趙俊強(Chun-Chiang Chao) 查詢紙本館藏

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企業管理學系

論文名稱

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

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 新產品開發
★ 社會資本
★ 媒體同步理論
★ 社會動態媒體理論

關鍵字(英)

★ social dynamic theory
★ media synchronicity theory
★ social capital
★ new product development (NPD)

論文目次

中文摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第四節研究範圍與限制 5
第五節論文結構 6
第二章文獻探討 7
第一節溝通媒體相關理論 7
2.1.1溝通 7
2.1.2 媒體豐富理論( Media Richness Theory) 9
2.1.3 社會動態媒體理論( Social Dynamic Media Theory) 12
2.1.4 媒體同步性(Media Synchronicity) 14
2.1.5 媒體同步理論(Media Synchronicity Theory) 15
第二節社會資本 24
第三節新產品開發及開發流程 25
2.3.1 新產品開發 25
2.3.2 新產品開發流程 27
第三章研究方法 29
第一節研究架構. 29
第二節研究假說 30
3.2.1 媒體能力與新產品開發任務之溝通績效 30
3.2.2 在社會資本調節下的媒體能力與新產品開發任務之溝通績效 30
3.2.3 溝通媒體能力與社會關係之溝通績效 32
3.2.4 新產品開發溝通過程之績效與溝通媒體能力 33
3.2.5 新產品開發流程之一般任務績效與溝通媒體能力 33
第三節衡量變數定義 34
第四節抽樣方法與問卷設計 38
第四章實證分析與探索性分析 39
第一節樣本基本資料分析 39
第二節衡量模型之評估 41
4.2.1 模型的基本適合度 41
4.2.2 信度與收斂效度 42
4.2.3 溝通媒體能力與績效相關變數之資料整理 43
第三節假說檢定 43
第四節探索性分析 65
第五章結論與建議 72
第一節研究結果與結論 72
第二節研究貢獻 74
第三節研究建議 74
第四節研究限制 74
參考文獻 76
附錄 84

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2. 陳順宇，多變量分析，四版，華泰文化，台北市，民國九十四年。
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指導教授

陳炫碩

審核日期

2010-7-21

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