市場導向是公司創造競爭優勢的潛在資源，並且是建構企業競爭優勢之關鍵因素及競爭利器，許多實證亦指出市場導向與市場績效呈現正向相關。但回顧過往學者對於市場導向，多朝向市場導向行為與績效進行研究，可是針對員工展現市場導向之行為模式，卻相當少見。因此，本研究特以計畫行為理論模式為基礎，探討影響員工市場導向行為的外部變項—社會交換及知覺支持，對其造成之變化及兩者與市場導向行為間之關聯性。
本研究採用立意抽樣法以台灣工業科學園區高科技產業為母體，並針對其基層員工及直屬主管進行配對研究，共計發出378份問卷，回收有效問卷為251份，有效回收率達66.4%，以此樣本進行分析。
研究之理論架構以結構方程模式進行實證，並驗證本研究所提出之各項假設，歸納出下列結論：
一、 社會交換與知覺支持對員工市場導向態度、主觀規範及知覺行為控制均呈現高度的正向影響。
二、 知覺行為控制與市場導向行為意圖對市場導向行為皆呈現正向關係。
三、 員工市場導向態度及主觀規範對市場導向行為意圖具有強烈的正向關係；但知覺行為控制與市場導向行為意圖並無顯著關聯，而市場導向行為意圖對市場導向行為顯著性相當微弱。
四、 社會交換經知覺行為控制對市場導向行為顯示出微弱正向之關聯，可是知覺支持明顯與知覺行為控制具直接強烈相關，經由知覺行為控制則對市場導向行為呈現微小顯著關係。
五、 計畫行為理論下的社會交換及知覺支持之員工行為模式，構面間具有良好適合度。

The market orientation is potential resources that a company created the competition advantage, and builds the key factor of constructing enterprise’s competition advantage and competition tool. Many evidence points out market orientation is related to performance. Reviews the early literature for market orientation, find many toward market orientation behavior and performance on research. But less to study employees does bevavior of marketing-oriented model. Therefore, this study specially explores in this direction. Expect uses the theory of planned behavior model and explores the social exchange and perceive support to affect employee’s bevavior of marketing-oriented. The both are different from bevavior of marketing-oriented.
This study is with this purpose, a sample of 251 employees and their direct supervisors in high-tech industry was surveyed and the data analyzed using structural equation modeling. According to statistical analysis, several conclusions are summarized:
1. The socail exchange and perceive support are related to employee’s attitude of marketing-oriented, subject norm and perceived behavior control are positive affective.
2. The perceived behavior control and market-orientation behavior intention are related to market-orientation behavior, but had direct relationship not strong.
3. Attitude of marketing-oriented and subject norm are related to market-orientation behavior intention; But perceived behavior control is related to market-orientation behavior intention hadn’t direct relationship, and market-orientation behavior intention is related to market-orientation behavior had weak for significance.
4. The social exchange via perceived behavior control is related to market-orientation had weak for significance, but perceived support evident related to perceived behavior control had strong in direct effect. But perceived behavior control is related to market-orientation behavior had weak for significance.
5. This study base on theory of planned behavior model examine in social exchange and perceived support model, have good behavior model fit.

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