- 學位論文
市場導向對組織績效影響之研究－以戶政機關為例
The Effect of Market Orientation on Organizational Performance－An Exploratory Study of Household Registration Offices
摘要
有關市場導向與組織績效之間的影響關係，經釵h研究證實，市場導向對組織績效有顯著的正面影響，而環境變動在某些情況下會對此一影響產生干擾效果；另外有些學者將組織學習或組織創新視為中介變數，納入市場導向對組織績效影響的研究中，也證實了市場導向會透過組織學習或組織創新間接影響組織績效。 過去探討政府行政部門有關市場導向對組織績效影響的實證研究，鮮少同時納入組織學習與組織創新作為中介變數。因此，本研究綜合有關市場導向對組織績效影響的研究結論，提出一研究架構，將組織學習與組織創新作為解釋市場導向與組織績效間關係的主要中介變數及以環境變動作為市場導向對組織學習與組織創新影響關係中的節制變數。 本研究以國內戶政事務所作為實証研究的對象，有效分析樣本戶所共101所。本研究分別以階層迴歸分析、路徑分析及節制迴歸分析等方法來進行實證並驗證本研究所提出之各項假設。 研究中發現市場導向部分因素會直接影響行政績效外，亦會透過組織學習、組織創新而影響行政績效，呈現部分中介模式；最後，本研究提出下列建議，提供政府機關實務運作上之參考，以利政府再造工程的推動： 1. 強化政府部門資源共享與協調的機制。 2. 推動組織學習、組織創新作為。 3. 重視環境變動的影響。
並列摘要
Many empirical studies have concluded that positive relationship exists between market orientation and organizational performance. Some further proved that environmental turbulence has a moderate effect on them. Other studies utilized organization learning and organization innovation as mediating variables and found that market orientation has indirect impact on organization performance according to organization learning and organization innovation. Past research has rarely studied the public sector by incorporating organization learning and innovation into the study of marketing orientation and performance. Therefore, this research aims at integrating a conceptual framework that incorporates organization learning and innovation as mediating variables and environmental turbulence as moderating variables to examine the effects of marketing orientation on organization performance. A total of 101 Taiwanese Household Registration Offices has been surveyed for this research. Statistical methods that include hierarchical regression, path analysis, and moderated regression analysis, were utilized to examine the research’s hypothesis. The research validates the presumed conceptual framework. It is also found that market orientation has partial effects on organizational performance via various levels of organization learning and innovation.