在科技快速變遷的環境中，企業必須持續不斷的從事知識創造開發新產品以回應瞬息萬變的市場需求。本研究將探討「知識創造」與「市場導向」之關聯，以及「知識創造」對「市場導向」與「新穎性」和「意義性」的中介效果，並進一步探討「知識創造」對「新穎性」和「意義性」的影響，以彌補過去文獻之缺口。此外，依據權變理論學者之建議，納入環境因素以進一步瞭解其對市場導向與產品新穎性和意義性之調節效果，使經理人瞭解不同環境下市場導向對創造力之影響。本研究將以從事新產品創新研究並開發新產品的高科技業為研究對象，其樣本來源為「中華徵信所Top5000 企業名錄」。本研究之結果可供後續研究者在研發新產品的過程中，考量知識創造與市場導向之關聯，並瞭解環境因素對市場導向和創造力之影響，以提供企業經理人實務之建議適時的回應快速變化的企業環境。 In a world with rapid evolvement in technology, corporations often have to create knowledge incessantly so as to yield new products to keep up with a volatile market demand. This study is focused on investigating the association between knowledge creation and market orientation, as well as the mediating effect of knowledge creation on market orientation, novelty, and meaningfulness. To fill in the gap in the literature, the study further analyzed those impacts from knowledge creation on novelty and meaningfulness. In addition, to demonstrate to managers the idea that the effect of market orientation may vary depending on the type of environment, the study had included an environmental factor, as suggested by scholars of contingency theory, to gain more insights into the moderating effects of environment on market orientation and product’s novelty and meaningfulness. The study subjects are those involved in innovative product research and development of high technology industry, and the sampling was conducted based on the List of the Top 5000 Corporations provided by China Credit Information Service. The study results could be used for researchers requiring product development related information such as the association between knowledge creation and market orientation as well as possible environmental influences on market orientation and creativity. These findings can also provide practical suggestions for managerial personal, assisting them to quickly respond to this changeable business environment. 研究期間：10008 ~ 10107
