以組織學習為中介變項探討國際觀光旅館市場導向與組織創新之關聯性

A Study of Market Orientation and Organizational Innovation in International Tourist Hotels-Organization Learning as a Mediator

許順旺(Shun-Wang Hsu) ； 王媛慧(Yuan-Hwey Wang) ； 鍾孟蓉(Meng-Rong Jhong) ； 朱蘭平(Lan-Ping Ju)

《輔仁民生學誌》 20卷1期 (2014/06) Pp. 1-25

摘要

本研究乃以台灣地區國際觀光旅館之員工為研究對象，探討國際觀光旅館之市場導向（主動式及被動式）與組織創新（技術創新、管理創新）之間的關係，以及透過組織學習的中介，是否會對市場導向與組織創新之間產生影響。本研究問卷經實務業界的深度訪談與文獻之現成量表修改而成，採便利抽樣方式進行問卷調查，受測對象為國際觀光旅館工作滿六個月以上之正式員工。共計發出員工問卷650份，回收有效問卷為501份，有效回收率為77%。研究結果顯示：市場導向（主動式與被動式）與組織學習有顯著的正向關聯性；組織學習與組織創新有顯著的正向關聯性；市場導向及主動式市場導向與組織創新（技術和管理創新）有顯著的正向關聯性；而組織學習會對市場導向與組織創新及被動式市場導向與技術和管理創新之間產生中介效果。

關鍵字

市場導向 ； 技術創新 ； 管理創新 ； 組織學習

並列摘要

This study aimed to explore the relationship between market orientation (proactive and responsive), and organizational innovation (technological innovation and management innovation) in the international tourist hotels in Taiwan. Whether Organization learning has a mediated effect on the relationship between market orientation and organizational innovation was examined as well. The questionnaire was developed by literature review and in-depth interviews with hotel employees. Research samples were full-time employees who had worked in the international tourist hotels over 6 months. With the applicat ion of sample matching method, There were 650 questionnaires be distributed to staff, and 501 valid questionnaires were received, with a response rate of 77%. The results showed that: 1. market orientation (proactive and responsive) had positive correlation on organization learning; 2. Organization learning had positive correlation on organizational innovation, technological innovation and management innovation; 3. Market orientation and responsive market orientation had positive correlation on organizational innovation, technological innovation and management innovation. 4. Organization learning had mediated effect on the relationship between Market orientation and organizational innovation; Organization learning had mediated effect on the relationship between responsive market orientation and technological innovation and management innovation.

並列關鍵字

market orientation ； technological innovation ； management innovation ； organizational learning