台灣運動產業內部市場導向對團隊創造力及組織學習能力影響之研究

The effect of internal market orientation on team creativity and organizational learning ability of Taiwan sports industry

王聖文(Sheng-Wen Wang)

《運動知識學報》 13期 (2016/07) Pp. 188-198

摘要

近年來國民休閒型態轉變，使得國人善用閒暇之餘參與各項運動，對健康生活的需求愈趨增加，使得參與運動的民眾逐漸進入高峰期。為提供國人高品質的服務或休閒活動，也因此提升了運動產業的效能以供其國人參與。也因此國內的運動產業由於面臨經營內外部環境激烈變化，而創造力可為團隊帶來許多效益，團隊創造力的產生，則有賴於組織學習能力。然員工的創意是產品創新的源頭，企業應考量如何從組織內部的顧客觀點。因此，本研究探討企業執行內部市場導向與組織學習能力對團隊創造力的影響。並驗證組織學習能力是否為內部市場導向對團隊創造力關係中具有中介效果。本研究以問卷調查方式，以台灣運動產業為抽樣母體，蒐集389份有效樣本進行模型分析，實證結果發現，內部市場導向及組織學習能力和組織學習能力根據研究發現，均呈正向影響。

關鍵字

運動產業 ； 內部市場導向 ； 組織學習能力 ； 團隊創造力

並列摘要

In recent years, the national leisure style change, make the Chinese people use their spare time to participate in the exercise of health life demand increase, make people participate in sports gradually entered the peak period. In order to provide services or leisure activities of high quality, and thus enhance the efficiency of sports industry for the Chinese participation. So the motion of the domestic industry due to face the drastic change of Business Internal and external environment, and creativity can be brought many team effectiveness, team creativity which is relying on organizational learning ability. However, employee creativity is the source of product innovation, the enterprise should account from internal customers point of view. Therefore, this study explores the enterprise implementing internal market orientation and organizational learning ability, creativity influence on team organizational learning ability. And to verify whether the internal market orientation on the relationship between team creativity has mediating effect. this study by means of questionnaire, to Taiwan's sports industry for the parent sample, collect 389 valid samples in this model analysis, the empirical results show that, the internal market orientation and organizational learning to learning ability and organization ability according to research found that had a positive influence.

並列關鍵字

Sports Industry ； Internal Market Orientation ； Organizational Learning Capability ； Team Creativity