內外整合、產品創新性與顧客熟悉度對新產品優勢影響之實證研究－以金融服務產業為例

本研究主要探討企業整合活動（內、外部整合程度）如何促進新產品特性（產品創新性與顧客熟悉度）的發展，進而對新產品競爭優勢及市場績效產生影響。以台灣金融服務產業為研究對象，共回收267份有效問卷，所提出之研究架構及假設利用結構方程模式(SEM)及LISREL 8.7軟體進行驗證與檢定。實證結果顯示，企業外部整合對產品創新性及顧客熟悉度均有正面顯著的影響；而內部整合僅對於產品創新性有正面顯著影響。此外，從研究結果中得知，產品創新性及顧客熟悉度對新產品優勢之影響具有同等重要地位，並經由新產品優勢對新產品市場績效產生顯著正面的影響，因此企業開發新產品時，必須同時針對產品創新特性和使用者熟悉特性等因素進行嚴謹之考量。增加產品創新，也必須增加顧客熟悉度，方能有益於新產品優勢及市場績效，此點對於金融服務產業與其他產業都同等重要。

關鍵字

內部整合；外部整合；產品創新性；顧客熟悉度；新產品優勢

並列摘要

The purpose of the study is to examine the influence of internal integration and external integration on product innovativeness and customer familiarity, and whether more leads to superior product advantage and market performance. The empirical data used in the study comprises of 267 samples of financial service firms in Taiwan. The model and hypothesized relationship were empirically tested using the structural equation modeling (SEM) approach, supported by LISREL 8.7 software. The results show that external integration has the positive influence on product innovativeness and customer familiarity, and internal integration has the positive influence on product innovativeness. The results also indicate that product innovativeness and customer familiarity enable the firm to build new product competitive advantage and improve market performance. Therefore when the enterprise develops the new product, must simultaneously aim at the product innovativeness and customer familiarity. Increases the product innovativeness, must increase customer being familiar with, only then can be beneficial in the new product advantage and the market achievements, this point regarding financial service industry and other industrial equally important.

並列關鍵字

Internal Integration ； External Integration ； Product Innovativeness ； Customer Familiarity ； New Product Advantage

參考文獻

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