在當今競爭激烈且市場不確定性日益增加的環境中，企業面臨來自快速技術變遷、 全球市場動盪、消費者需求變化以及新興競爭者的崛起等多重挑戰。企業不僅需要關 注既有對手的動態，還需隨時留意跨界競爭者的影響。因此，企業如何有效應對競爭 對手的行動已成為關鍵課題。過去研究多關注競爭性行動與回應的影響因素，但較少 探討企業內部能力如何影響其競爭應對策略。本研究基於動態競爭理論，並且關注競 爭者導向，探討其如何影響企業的競爭性回應，同時納入關係能力與組織學習能力作 為中介變數，以檢視其在競爭應對過程中的角色。本研究的理論貢獻在於擴展競爭者 導向的研究範疇，並驗證競爭性行動如何促使企業發展競爭者導向。
本研究以網路問卷的形式進行資料蒐集，並發放給填答者填寫並進行問卷回收， 共計收回 266 份有效問卷。研究結果顯示:(1) 競爭對手發起的競爭性行動會強化企 業的競爭者導向;(2) 競爭者導向對競爭性回應具有顯著正向影響;(3) 關係能力與 組織學習能力在競爭者導向與競爭性回應之間發揮中介作用，顯示企業內部資源與能 力將影響競爭行動的有效性。本研究的發現不僅擴展了競爭者導向的研究範疇，亦提 供企業在動態市場環境下提升競爭應變能力的實務建議。

The purpose of this study is to investigate how competitor orientation influences firms' competitive response, particularly in the face of dynamic and uncertain market environments. In today’s rapidly evolving business landscape, companies encounter increasing challenges such as technological disruptions, shifting consumer preferences, and intensified competition from both direct rivals and cross-industry players. To maintain a sustainable competitive advantage, firms must not only monitor their competitors' actions but also develop internal capabilities that enable effective and timely strategic responses.
While existing research has extensively examined competitive actions and responses, fewer studies have explored the role of internal capabilities, such as relational capability and organizational learning ability, in shaping competitive strategies. To address this research gap, the current study incorporates relational capability and organizational learning ability as mediating variables to evaluate their influence on firms’ strategic responses to competitive threats.
Using a structured online survey, this research collected 266 valid responses from firms across various industries. The empirical results reveal that (1) competitive actions initiated by rivals significantly enhance firms’ competitor orientation; (2) competitor orientation positively influences competitive response; (3) relational capability and organizational learning ability mediate this relationship, indicating that internal competencies substantially shape how effectively firms can respond to competitive initiatives.

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