社群團體自覺新產品開發

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姓名

王靈毓(Ling-Yu Wang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

社群團體自覺新產品開發
(Activation of Community Groups in New Product Development)

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摘要(中)

隨著國家發展愈來愈進步，愈來愈多人關注如何改善人類生活的動機，人們開始聚集想著解決問題的方式，與其他國家相比，台灣也愈來愈多群體以開發新產品或服務解決當地問題的案例，但成效的展現卻較難得知。本研究針對目前台灣的社群團體形成新產品或服務開發的兩大主因，規範激活理論與鄰近度進行延伸，利用價值觀作為規範激活理論的前置因素，並利用社區依附作為調節變項，探討這些因素對於社群團體開發新產品或服務行為之影響。本研究使用網路問卷調查方式，以台灣地區的社群團體作為研究對象，共回收313份有效問卷，並以階層線性模式進行假設驗證分析。研究結果顯示在價值觀中，自我價值與利他價值對規範激活理論皆有正向顯著影響。規範激活理論中，後果認知對個人規範有正向顯著的影響，而責任歸屬對個人規範不具有顯著的影響。此外，以鄰近度觀點，社會鄰近度與組織鄰近度皆對新產品開發有正向顯著影響；個人規範對新產品開發有正向顯著影響。最後，社區依附對於個人規範與新產品開發之間不具顯著的調節影響。

摘要(英)

With the progressive of country′s development, people are paying attention to how to improve the motives of human life increasingly. People are gathering to think about ways to solve problems. Compared with other countries, there are more and more groups in Taiwan to develop new products or services to solve the problems of local issues, but the results are hard to know. This study is aimed at the two main reasons for the formation of new products or services in Taiwan′s community groups, the extension of norm activation model and proximity, the use of values as a pre-factor for norm activation model, and the use of community attachment as a regulatory variable to explore these the impact of factors on the behavior of community groups developing new products or services.
This study collected responses from Taiwanese community groups and received 313 effective samples through internet questionnaires. Hierarchical Linear Modeling (HLM) is applied to test the hypotheses of this study. The empirical results indicate the following points.
First, in the aspect of values, both egoistic value and altruistic value have a positive and significant impact on the normative activation theory. Second, in the aspect of normative activation theory, awareness of consequences has a positive and significant impact on personal norm, and ascribed responsibility does not have a significant impact on personal norm. Third, in the aspect of proximity, social proximity and organizational proximity have a positive impact on new product development; personal norm have a positive impact on new product development. Finally, community attachment does not have a significant regulatory effect between personal norm and new product development.

關鍵字(中)

★ 社群團體
★ 規範激活理論
★ 價值觀
★ 鄰近度
★ 社區依附
★ 新產品開發

關鍵字(英)

★ Community Groups
★ Norm Activation Theory
★ Values
★ Proximity
★ Community Attachment
★ New Product Development

論文目次

目次 IX
圖目錄 XI
表目錄 XII
第一章緒論 1
1-1研究背景與動機 1
1-2研究目的 3
1-3研究流程 4
第二章文獻探討 5
2-1新產品開發 5
2-2規範激活理論 7
2-3價值觀 11
2-4鄰近度 15
2-5社區依附 17
第三章研究方法 19
3-1研究架構 19
3-2研究假設 20
3-3問項設計及研究變數操作型定義 25
3-4研究對象與資料來源 34
3-5 統計分析方法 34
一、敘述性統計分析 35
二、信度分析 35
三、效度分析 35
四、階層線性模型 36
第四章實證分析與結果 38
4-1　敘述性統計 38
4-1-1樣本資料敘述統計 38
4-1-2研究變數敘述統計 41
4-2　信效度分析 43
4-2-1信度分析 43
4-2-2效度分析 44
4-3　階層線性模式 47
4-3-1聚合檢定 47
4-3-2階層線性模式分析 48
4-3-3假設檢定結果彙整 57
第五章結論與建議 59
5-1研究意涵 59
5-2研究限制與後續建議 63
參考文獻 64
附錄一問卷 74

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2019-6-18

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