回應性市場導向、預應性市場導向與產品創新程度對新產品績效影響之研究—以台灣酒類產業為例

The Impact of Responsive Market Orientation, Proactive Market Orientation and Product Innovation on New Product Performance-An Empirical Study on Taiwan's Alcoholic Drinks Industry

王俊人(Jun-Ren Wang) ； 謝明宏(Ming-Hung Hsieh) ； 黃仕杰(Shih-Chieh Huange)

《行銷評論》 5卷1期 (2008/03) Pp. 57-80

https://doi.org/10.29931/MR.200803.0004

摘要

本研究以台灣酒類市場產品績效爲研究焦點，深入探討台灣酒類市場產品市場導向與新產品績效之間的關係。本研究將以市場導向爲研究主軸，並將市場導向分爲預應性市場導向及回應性市場導向兩個構面、與產品創新程度對新產品績效之間的關係進行研究，建立本研究架構。
樣本架構取自財政部國庫署菸酒管理資料庫，以已取得執照業者爲研究對象，共計2,469家。經確認並將已資料重複、停業、不正確的住址或資料不齊全刪除後得到的有效研究對象爲898家。經過初試與專家學者深度訪談修訂問卷初稿後，針對此898家進行全面普查後回收151份的有效回收樣本。本研究以結構方程式(SEM)進行假說驗證。研究結果發現，回應性市場導向對產品績效有正向的顯著，亦即企業採取回應性市場導向有助於提昇產品績效。雖然研究結果顯示產品創新程度在兩個市場導向構面與新產品績效之間無法發現中介效果，但進一步以階層迴歸驗證其干擾效果時發現預應性市場導向對產品績效有負向的顯著影響。若預應性市場導向配合突破性創新，其對於新產品績效會有正向的影響，且其效果會高於回應性市場導向對新產品績效的直接效果。此一結果驗證產品創新程度在此一產業爲干擾效果，並非中介效果。亦即企業採取預應性市場導向需配合創新程度高的產品，才有助於提升新產品績效。

關鍵字

回應性市場導向 ； 預應性市場導向 ； 產品創新程度 ； 新產品績效

並列摘要

The purpose of this study is investigating the mediating effects of product innovation between responsive, proactive marketing orientation and new product performance. Samples are drawing from the National Treasury Agency Tobacco & Alcohol management database and the valid respondents are 898. We use structure equations and nest model testing the hypothesis. Although the results show that there is no mediating effects exit, but this study finds that product innovations have moderating effects between responsive, proactive marketing orientation and new product performance.

並列關鍵字

Proactive Marketing Orientation ； Reactive Marketing Orientation ； Product Innovation ； New Product Performance

參考文獻

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