組織願景、組織承諾與市場情報系統之連結：組織承諾中介角色探討

Vision Sharing, Commitment, and the Implementation of Market Information System: The Missing Role of Organizational Commitment as an Mediator

曾聖雅(Sheng-Ya Tseng) ； 林欣美(Hsin-Mei Lin)

《美容科技學刊》 4卷1期 (2007/03) Pp. 5-24

https://doi.org/10.30001/JIES.200703.0002

摘要

本研究旨在結合行銷的市場資訊系統與組織行為的組織承諾概念，發展認知－態度－行為三階段的程序模式，來探討組織價值系統（包含願景共享與激勵獎酬制度）、組識員工承諾對市場情報系統施行的影響。作者針對台灣所有的服務業以及部分製造業，一共278家廠商的資料，採用結構方程模型(structural equation model)，以LISREL驗證最重要的市場情報系統施行是否受到上述因素的影響。結果發現組織特質與市場情報系統之間的連結受到組識承諾的中介影響。組織透過願景共享與激勵獎酬制度的設計，促進成員對組織的認同，在高度組織承諾之下，會進一步促進組織的市場情報系統回應行為（包括市場情報蒐集、市場情報傳遞及市場情報回應等系統）。另外，本研究亦主張市場情報系統具有程序性，其反應順序為先透過市場情報蒐集，而加強市場情報傳遞，進而強化市場情報回應。

關鍵字

市場情報系統 ； 組織承諾 ； 動態程序系統 ； 激勵 ； 願景

並列摘要

This research combines both market intelligence system and organizational commitment concept of organization theory to develop the 3-stage process model of cognition-attitude-behavior, and to study the causal linkages among organizational value system (i.e., shared value and incentive reward), organizational commitment, market intelligence system. The authors use structural equation model to analyze the data of 278 Taiwanese companies, and empirically verify this process model by LISREL, whose result supports the mediating role of organizational commitment to organization value systems and market intelligence system. Additionally, this research also advocates that behavior of market intelligence system possesses sequential properly that market intelligence collection can enhance market intelligence dissemination, while market intelligence dissemination can further strengthen market intelligence responsiveness.

並列關鍵字

market intelligence system ； organizational commitment ； process dynamic model

參考文獻

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