商業模式應用對新產品市場績效之影響－以產品創新程度與產品特性為干擾變數

在知識經濟及瘋創業的時代驅使下，商業工具普遍被企業界運用，尤其對目前創業環境而言，新穎的技術、創新的價值主張，若無商業產值將不被受重視，這些都是新生代創業所面臨的困難與挑戰；特別是人們總是追求時髦新穎的產品，該如何善用關鍵資源以提高生產力、鎖定目標客層滿足消費者的需求，以降低開發成本和提升市場績效，成為了現今企業最重要的關鍵因素。此外，過去文獻大多在探討單一個案公司的商業模式畫布並進行改善，但對於採用商業模式應用之量表的相關研究相對稀少。因此，本研究欲探究商業模式應用及新產品市場績效之間的關係，並加入產品創新程度和產品特性來探討之間的干擾效果。本研究採用SPSS 22.0統計軟體作為分析工具，以便利抽樣之方式收集文化創意產業、製造業為樣本，分別以因素分析、信度分析、層級迴歸分析、干擾效果分析等方法來進行實證分析，驗證本研究提出之各項假設。問卷發放期間為2020年3月至2020年4月初，共計五週，最終回收之有效問卷為162份。本研究結果如下： 1. 商業模式應用對新產品市場績效有顯著正向之影響。 2. 產品創新程度對商業模式應用與新產品市場績效之關係具有干擾效果。 3. 產品特性對商業模式應用與新產品市場績之關係具有干擾效果。

關鍵字

商業模式應用；新產品市場績效；產品創新程度；產品特性

並列摘要

With the rise of the knowledge economy and entrepreneurship, business tools are generally used by enterprises. Especially for the current business environment, the latest technology and innovation will not be valued without commercial activities. These are the difficulties and challenges facing by the entrepreneurship, in particular, people are always pursuing fashionable and novel products. The main resources of improving productivity, identified target group to avoid excessive development costs and improve market performance have become the key factor for business. In addition, most of the literature was discussing and improving the business model canvas, comparatively little research has focus on the scale of business model application. Therefore, this study focuses on the relationship between business model application and new product market performance, product innovativeness and product characteristics are added to explore the level of interference. In this study, SPSS 22.0 was used to analysis the sample of cultural and manufacturing industries. Factor analysis, reliability analysis, and hierarchical regression analysis, interference analysis and other methods were applied to verify the hypotheses proposed in this study. The questionnaire is distributed from March 2020 to early April 2020, for five weeks, and total 162 valid questionnaires were recollected. The results of this study are as follows： 1. The application of business models has a significant positive impact on the market performance of new products. 2. The degree of product innovation has positive interference on the relationship between the application of business models and the performance of new product markets. 3. Product characteristics have a certain degree of influence on the relationship between business model application and new product market performance.