產品創新程度與產品優勢及顧客對產品熟悉度於新產品開發績效之相關研究

Relationship Study of Product Innovativeness, Product Advantage and Customer Familiarity on New Product Development Performance

林明杰(Ming-Ji James Lin) ； 陳育平(Yu-Ping Chen) ； 莊閔越(Min-Yueh Chuang)

《中華管理學報》 9卷4期 (2008/12) Pp. 91-112

https://doi.org/10.30053/CHJM.200812.0004

摘要

產品創新程度是否直接影響新產品開發績效？過去的研究呈現不同觀點，部份研究指出產品創新程度與新產品開發績效之間呈現正向的關係，產品創新程度愈高則新產品開發績效愈好。但是也有部份研究指出高度產品創新與低度產品創新比起中度產品創新，其產品開發績效更好。這不同的研究結果可能是產品創新程度透過其他中介因素進而影響新產品開發績效。因此，本研究採用產品優勢、顧客對產品熟悉度為中介變項，進一步探討這兩個因素對產品創新程度與新產品開發績效所產生的中介影響。本研究以台灣製造業為研究樣本，進行問卷調查，並透過結構方程式驗證研究假說。本研究主要發現為：1.產品優勢、顧客對產品熟悉度在產品創新程度與新產品開發績效兩者之間扮演中介角色，再者，兩者皆會對新產品開發績效產生正向影響。2.產品創新程度對產品優勢有正向影響；但是，產品創新程度與顧客對產品熟悉度兩者呈現負向的關係，即產品創新程度會降低顧客對產品熟悉度。

關鍵字

產品創新程度 ； 產品優勢 ； 顧客對產品熟悉度 ； 新產品開發績效

並列摘要

Does product innovativeness affect new product development performance? The antecedent researches display the difference in results. Some studies indicate the relationship between innovativeness and new product development performance is positive. The higher innovativeness then new product development performance will be better. Some studies indicate the relevance of this issue that product of low and high innovativeness is more successful than those of moderate innovativeness. It maybe some mediate factors cause the difference results. Therefore, this study adopts product advantage and customer familiarity as mediate factors to explore the effect on the relationship between product innovativeness and new product development performance. The data was collected from Taiwanese manufacturing industry by using questionnaires and was analyzed on SEM. The findings indicate that product innovativeness affect new product development performance via product advantage and customer familiarity, in addition, product advantage and customer familiarity have positive effect on new product development performance. The effect from product innovativeness to product advantage is positive, but the effect from product innovativeness to customer familiarity is negative. Product innovativeness reduces customer familiarity.

並列關鍵字

Product innovativeness ； Product Advantage ； Customer Familiarity ； New Product Development Performance