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系統識別號 U0026-1907201511464000
論文名稱(中文) 總體關連性、個體關連性與國際化活動對主動式市場導向策略與公司績效之影響:以產品創新為調節變數
論文名稱(英文) The Influences of Macro Matching, Micro Matching, and International Business Activities on Market Driving Strategy and Firm Performance:The Moderating Effect of Product Innovation
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 104
學期 1
出版年 104
研究生(中文) 陳彥均
研究生(英文) Yen-Chun Chen
學號 R66021019
學位類別 碩士
語文別 中文
論文頁數 69頁
口試委員 指導教授-劉佳玲
口試委員-蔡惠婷
口試委員-李亭林
中文關鍵字 網絡能力  國際化活動  主動式市場導向策略  產品創新 
英文關鍵字 Macro Matching  Micro Matching  International Business Activities  Market Driving Strategy  Product Innovation 
學科別分類
中文摘要 長久以來,市場導向為管理學者所關注,但探討主動式市場導向策略之比例明顯較小,然而,面對日新月異的科技發展與快速變化的社會環境,企業除了進行組織內部的創新外,亦必須突破既往的傳統商業模式,改變其組織外部的網絡能力,才能發展其自我競爭優勢。再者,主動式市場導向策略於組織內部扮演著積極的角色,藉由不斷的創新以創造更高的價值,進而提昇企業的續航力,故主動式市場導向策略逐漸受到重視。本研究目的主要是瞭解企業之網絡能力與國際化活動如何影響主動式市場導向策略,且更進一步為企業帶來良好的績效表現。
本研究參考行政院主計處的行業分類標準,發放問卷的對象除了排除非營利組織機構與服務業,並無限定特別產業。填答者則鎖定公司主管階級以上之職位、資深業務與資深工程師作為問卷發放對象,總計發放220份問卷,有效回收問卷164份,有效回收率為74.55%,問卷發放期間為104年3月中至104年4月底止。
本研究採用SPSS 20.0和AMOS 21.0統計軟體分析,使用敘述性統計、信度與效度分析、結構模型分析等方法進行樣本分析與假說驗證。研究結果發現:(1)個體關連性與國際化活動對主動式市場導向策略有正向影響;(2)總體關連性對主動式市場導向策略有負向影響(3)主動式市場導向策略對公司績效有正向影響;(4)產品創新對主動式市場導向策略與公司績效具有調節效果。
英文摘要 Management scholars have discussed the topic of market orientation for decades, but there are just few studies refer to the concept of market driving strategy. However, along with the rapid technology development and the changing environment, companies must try to innovate within internal organization, break through the traditional business models, and reinforce their network capability in order to develop their own competitive advantage. With great innovation, companies that implement market driving strategy contribute higher value creation and sustainable competitive advantages. Therefore, the concept of market driving strategy should be considered seriously. The purpose of this study is to verify whether network capability, international business activities, and market driving strategy are positively associated with firm performance.

The samples are not restricted in any particular industries, but non-profit organizations and service industry are excluded. This study targets on presidents, general managers, section chiefs, senior sales and senior engineers. Data was collected from March 2015 to April 2015. I finally received 164 valid questionnaires. This study uses SPSS 20.0 and AMOS 21.0 to analyze data with descriptive statistics, reliability and validity analysis, and structural model analysis for examining the proposed hypotheses.

The results show that (1) macro matching is negatively related to market driving strategy; (2) micro matching and international business activities are positively related to market driving strategy; (3) market driving strategy is positively related to firm performance; and (4) product innovation reveals the moderating effect in this study.
論文目次 摘要 I
致謝 VI
目錄 VII
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第三節 研究流程 6
第二章 文獻探討 7
第一節 總體關連性(Macro Matching) 7
第二節 個體關連性(Micro Matching) 10
第三節 國際化活動(International Business Activity) 12
第四節 主動式市場導向策略(Market Driving Strategy) 13
第五節 產品創新(Product Innovation) 15
第六節 公司績效(Firm Performance) 17
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 變數操作性定義與衡量 24
第四節 問卷設計與抽樣方法 29
第五節 資料分析方法與工具 31
第四章 研究結果與分析 34
第一節 敘述性統計分析 34
壹、 樣本基本資料分布 34
貳、 研究變項資料分析 39
參、 無回覆偏誤(Non-response Bias) 40
肆、 共同方法偏誤(Common Method Bias) 41
第二節 信度與效度分析 41
壹、 信度分析 42
貳、 效度分析 43
第三節 結構模型分析與假說驗證 46
壹、 結構方程模型分析 46
貳、 假說驗證 46
參、 控制變數對結構方程模型分析之影響 47
肆、 調節變數之驗證 47
第五章 結論與建議 49
第一節 研究結論與發現 49
第二節 理論與實務意涵 51
壹、 理論意涵 51
貳、 實務意涵 55
第三節 研究限制 56
第四節 後續研究之建議 58
參考文獻 59
附錄(問卷) 65
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