產品新不新與績效無關？文獻整合的證據

Is Product Innovativeness Associated with New Product Performance? Evidence from a Meta-Analytic Review.

陳怡婷(Yi-Ting Chen)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

近年來產品創新的領域不斷地擴大，而產品創新管理一直以來都是行銷管理上的重要課題。過去研究文獻顯示產品創新性(product innovativeness)與新產品績效之間的關係不僅模糊且難以辨別，有關產品創新性對新產品績效的影響也存有不同的觀點，實證研究亦呈現分歧的現象，而產品創新性本身也有不同的指涉。為了要瞭解產品創新性在不同指涉下，究竟相關研究發現支持何種觀點？又為何會有不相同的發現？本研究旨在藉由後設分析(meta analysis)彙整過去有關產品創新性與新產品績效的實證研究，試圖解釋兩者間的關係。利用主要關鍵字從各資料庫搜尋過去30多年來(1979-2012)相關實證文獻，並詳細記錄各文獻中有關產品創新度與新產品績效之間的相關係數、樣本大小、研究產業及國家、分析單位、產品創新性與產品績效的Cronbach’s α係數等資料。總共收集114篇文章，紀錄38篇研究產品創新性與新產品績效相關主題的文章。研究結果顯示：(1)雖然產品創新性與新產品績效兩者的樣本矯正後平均相關係數相當小，即0.146，但產品創新性與新產品績效兩者之間的關係為顯著。(2)若將各情境因子與測量因子納入考量後，產品創新性與新產品績效兩者之間的關係仍為顯著。(3)整體而言創新不再被視為競爭優勢，但在高科技產業、亞洲國家，產品創新性與新產品績效之間的關係較強；技術創新較產品創新容易成功。

關鍵字

新產品績效 ； 產品創新性 ； 後設分析

並列摘要

The field of product innovativeness has expanded recently. However, new product innovativeness management has been an important issue on the marketing. The relationship between product innovativeness and new product performance has become more elusive and difficult to distinguish through reviews of the literature. There are different points of view to explain the impact of product innovativeness on new product performance, and the empirical research also showed differences. This research conducted a meta-analysis on product innovativeness and new product performance that were recorded from 38 studies and try to explain the relationship between product innovativeness and new product performance. Use keyword to search the database for the empirical literature of the past 30 years (1979-2012), and recorded the correlation coefficient between product innovation and new product performance, sample size, analysis unit, industry, nation, the Cronbach's α coefficient of product innovativeness and product performance. The findings reveal that：(1) Although the average correlation of product innovativeness with new product performance is small.(i.e.0.146), the relationship is significant. (2) When various measurement elements and contextual elements are taken into consideration, the relationship between product innovativeness and new product performance is more robust. (3) Innovativeness is no longer regarded as a competitive advantage today, overall product technological innovativeness are easier to success than product innovativeness.

並列關鍵字

new product performance ； product innovativeness ； meta-analysis

參考文獻

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