知識基礎對新產品績效影響之研究：探討產品創造力之中介效果

A Study of Knowledge Base on New Product Performance: Exploring the Mediating Effect of Product Creativity

張榕容(JungJung Chang)

指導教授 ： 林明杰

國立中央大學/管理學院/企業管理學系/博士(2015年)

摘要

本研究從資源基礎的觀點出發，關注於瞭解知識深度與知識廣度分別對產品創造力(涵蓋產品新穎性與產品合適性)的影響。並探討知識基礎如何透過產品創造力影響新產品績效。以台灣之製造業為調查對象，共回收233份問卷，有效回收率約29.1%。研究結果顯示，知識廣度對產品新穎性與產品合適性的影響大於知識深度對產品新穎性與合適性的影響。且不論生產新穎性產品或是合適性產品皆能提升新產品績效。但新穎性對新產品績效的影響顯著性大於合適性對新產品績效的影響。此外，與知識深度相比，當企業擁有廣度知識時若透過產品創造力生產具新穎性與合適性的產品可以提升更多新產品績效。反之，與擁有廣度知識的效果相比下，深度知識會更多直接影響新產品績效，而較少透過產品創造力的中介對新產品績效產生間接影響。本研究藉由探討知識基礎、產品創造力與新產品績效的關係，使企業瞭解在資源有限的環境下應評估其既有資源，以強化深度知識促進新產品績效或是拓展廣度知識再透過產品創造力提升新產品績效。進而對新產品開發之相關文獻做出理論與實務上的貢獻。

關鍵字

知識基礎 ； 知識廣度 ； 知識深度 ； 產品創造力 ； 新穎性 ； 合適性 ； 新產品績效

並列摘要

Based on the resource-based view, this research aims to understand the influences of both knowledge depth and knowledge breadth on product creativity, which includes product novelty and product appropriateness. Meantime, this research investigates how knowledge base influences new product performance through product creativity. A survey among the manufacturers in Taiwan resulted in 233 responses, or a response rate of 29.1%. The survey results show that the impacts of knowledge breadth on product novelty and product appropriateness are larger than those of knowledge depth. Both product novelty and product appropriateness help enhance product performance and the former has a significantly larger impact on performance than the latter. Besides, compared with knowledge depth, a company’s knowledge breadth further improves new product performance through producing novel and appropriate new products, i.e., through product creativity. On the other hand, compared with knowledge breadth, knowledge depth has more direct impact on new product performance and less impact indirectly through product creativity. Through understanding the relationships among knowledge base, product creativity and new product performance, this research contributes to the new product development literature and practices. The results here suggest that, when facing limited resources, a company evaluate its available resources, before deciding whether it should improve new product performance through strengthening knowledge depth or through expanding knowledge breadth leading to product creativity.

並列關鍵字

Knowledge Base ； Knowledge Breadth ； Knowledge Depth ； Product Creativity ； Novelty ； Appropriateness ； New product performance

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