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研究生：	趙裕帆 Chao, Yu-Fan
論文名稱：	台灣高科技企業的市場導向、學習導向、創業導向對創新以及績效的影響:適應性的中介效果 The Study on How Market Orientation, Learning Orientation and Entrepreneurial Orientation Impact Innovativeness and Performance for Innovative High-tech Companies in Taiwan: Mediation of Adaptability
指導教授：	蔡明田 Tsai, Ming-Tien
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2010
畢業學年度：	98
語文別：	英文
論文頁數：	68
中文關鍵詞：	創新、績效、適應性、市場導向、學習導向、創業導向
外文關鍵詞：	Innovativeness, Performance, Adaptability, Market orientation, Learning orientation, Entrepreneurial orientation
相關次數：	點閱：126 下載：4
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動態而變化的環境是企業所需應付的一大挑戰。面對快速變化的市場，適應性是企業發展的重要能力。除此之外，企業更應著手於創新才能夠獲得來自於目標市場的機會以及對其競爭對手設立競爭障礙。由此可見公司要獲得高績效的目標來自於創新。而企業該如何創新? 本文由創新的前提;市場導向、學習導向以及創業導向開始探討，同時從過去文獻較少著墨的適應性來驗證其中介效果，並將適應性連結到創新以及績效的架構；希望透過此實證性的研究能夠對於影響創新以及績效的因素有更進一步的瞭解。
本研究以台灣高科技產業上市公司為研究對象，採取分層隨機抽樣選取250 間公司，每一間公司發放3 份問卷，並以電子郵件方式發放750 份問卷，實際回收181 份有效問卷，回收率為24.1%。被訪者主要為公司新產品或新流程的決策人員如專案管理師，RD工程師或業務主管，一半以上是超過1000位員工的公司。
實證結果發現下列因素之間彼此皆具有顯著的正向關係 (1) 市場導向、學習導向、創業導向跟創新 (2) 適應性與創新 (3) 創新和績效 (4) 市場導向、學習導向、創業導向以及適應性 (5) 適應性的中介效果-適應性分別在市場導向、學習導向、創業導向跟創新之間有中介效果。

The dynamic turbulent environment is a big challenge for firms to cope with. Adaptability to face the fast changing market is a fundamental capability for firms to develop. Furthermore, firms should initiate innovativeness to target market opportunities and set barriers for their competitors. Firms aim to be innovative and goal oriented while achieving high performance. How do firms become innovative? We will start the investigation from the antecedents of innovativeness; market orientation, learning orientation and entrepreneurial orientation. Scholars have not stressed a lot on adaptability, therefore this research aims to verify the mediating effect of adaptability and link it to the innovativeness and performance construct. In addition, some hypotheses were made according to prior research. Hoping that through empirical testing, we can we can have a further understanding on what impact innovativeness and performance respectively.
We used the random stratified sampling method and chose 250 Taiwanese high-tech public firms, listed in the TEJ database. Of the 750 questionnaires e-mailed, 181 were completed yielding a response rate of 24.1%. Most of the respondents worked in PM, R&D and sales and are involved in decision making for new product development and new procedures. Half of the analysis companies are organizations with over 1000 employees.
The regression results strongly support positive relationships between (1) market orientation, learning orientation, entrepreneurial orientation and innovativeness (2) adaptability and innovativeness (3) innovativeness and performance (4) market orientation, learning orientation, entrepreneurial orientation and adaptability (5) market orientation, learning orientation, entrepreneurial orientation and innovativeness by the mediating effect of adaptability.

ACKNOWLEDGEMENTS	I
ABSTRACT	III
TABLE OF CONTENTS	V
LIST OF TABLES	VIII
LIST OF FIGURES	X
CHAPTER ONE INTRODUCTION	1
1 Research Background and Motivations.	1
2 Research Objectives and Scope.	3
3 Structure of the Research.	5
4 Research Procedure.	6
CHAPTER TWO LITERATURE REVIEW	8
1 Key Antecedents of Innovativeness.	8
1.1 Market Orientation.	8
1.2 Learning Orientation.	10
1.3 Entrepreneurial Orientation.	11
2 Innovativeness and Performance.	12
3 Adaptability.	14
4 The Mediating Effect of Adaptability.	15
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	18
1 Research Framework.	18
2 Research Hypotheses.	19
3 Construct Measurement.	20
3.1 Market Orientation.	20
3.2 Learning Orientation.	20
3.3 Entrepreneurial Orientation.	22
3.4 Innovativeness.	22
3.5 Performance.	23
3.6 Adaptability.	24
4 Data Collection and Sampling.	25
5 Characteristics of Respondents.	26
6 Data Analysis Procedure.	27
6.1 Descriptive Statistic Analysis.	28
6.2 Factor Analysis.	28
6.3 Item-to-total Correlation.	28
6.4 Internal Consistency Analysis (Cronbach’s Alpha).	28
6.5 Multiple Regression Analysis and Mediation Analysis.	29
CHAPTER FOUR RESEARCH RESULTS	31
1 Factor Analysis and Reliability Test.	31
2 Multiple Regression Result.	37
2.1 Multiple Regression Analysis for the Relationship between Market Orientation and Innovativeness.	38
2.2 Multiple Regression Analysis for the Relationship between Learning Orientation and Innovativeness.	38
2.3 Multiple Regression Analysis for the Relationship between Entrepreneurial Orientation and Innovativeness.	39
2.4 Multiple Regression Analysis for the Relationship between Adaptability and Innovativeness.	39
2.5 Multiple Regression Analysis for the Relationship between Adaptability and Innovativeness.	40
2.6 Multiple Regression Analysis for the Relationship between Market Orientation and Adaptability.	40
2.7 Multiple Regression Analysis for the Relationship between Learning Orientation and Adaptability.	42
2.8 Multiple Regression Analysis for the Relationship between Entrepreneurial Orientation and Adaptability.	43
3 Mediation Effect of Adaptability.	44
3.1 Regression Result for the Relationship between Marketing Orientation and Innovativeness with Mediating Variable Adaptability.	45
3.2 Regression Result for the Relationship between Learning Orientation and Innovativeness with Mediating Variable Adaptability.	46
3.3 Regression Result for the Relationship between Entrepreneurial Orientation and Innovativeness with Mediating Variable Adaptability.	46
CHAPTER FIVE CONCLUSION AND SUGGESTIONS	49
1 Research Results.	49
2 Discussion and Implications.	50
3 Limitations and Further Research.	52
REFERENCES	54
APPENDICES	60
                                    

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