認知環境不確定性情況下運籌策略與組織績效關係之研究－以台灣資訊電子業為例

The Relationship between Logistics Strategy and Organizational Performance under Perceived Environmental Uncertainty: An Empirical Study in Taiwan Information and Electronic Industry

孫儷芳(Li-Fang Sun) ； 桑國忠(Kuo-Chung Shang)

《行銷評論》 2卷4期 (2005/12) Pp. 423-461

摘要

本文旨在探討認知環境不確定情況下企業運籌策略對組織績效之影響，以台灣資訊電子業為研究對象，採郵寄問卷進行調查。依據文獻探討，以邏輯建立研究模式， 針對認知環境不確定性（動態性、複雜性）、運籌策略（定位、整合、靈活性、衡量）、組織績效等研究變數，以LISREL驗證研究模式與研究假設。研究發現當認知環境動態性程度愈高，企業在定位、整合及靈活性等運籌策略之表現也愈佳；而認知環境複雜性程度僅影響企業之整合策略；當企業在定位、整合及靈活性等運籌策略上有較佳之表現時，有助於達到較佳之組織績效；運籌策略對認知環境不確定性具有部份中介效果。研究結果可供企業界作為進行運籌管理之依據，以提昇運籌策略效率，增進企業競爭力。

關鍵字

認知環境不確定性 ； 運籌策略 ； 組織績效

並列摘要

A survey of information and electronic industry in Taiwan was undertaken in order to examine the performance impact of logistics strategy (positioning, integration, agility, measurement) under perceived environmental uncertainty(dynamism, complexity) using LISREL. Results can be summarized as follows: perceived environmental dynamism demonstrated a positive association with positioning, integration and agility; positive relationships existed between perceived environmental complexity and integration; it was also confirmed that positioning, integration and agility affect organizational performance. In other words, logistics strategy plays a partial moderated role between perceived environmental uncertainty and organizational performance. The findings of this research can provide the industry the reference to select the proper logistics strategy to raise the organizational performance and the competition advantages.

並列關鍵字

Perceived Environmental Uncertainty ； Logistics Strategy ； Organizational Performance

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