- 學位論文
零售業競爭優勢之形成與經營績效之整合性架構: 資源基礎理論與市場需求基礎理論
A Integrated Framework for Forming Competitive Advantage and Business Performance: A Perspective of the Resource-based Theory and Market Demand-based Theory
摘要
近年來，許多大型連鎖零售服務業隨著國際化及全球化影響，大幅改變經營型態，究竟零售業如何在動盪不安環境之下，以達永續經營目標，將是一大挑戰。因此，企業在面對外在環境多變時，不僅要以企業自身資源與能力達到競爭定位，也須了解競爭態勢及消費者需求，以達到成功關鍵競爭力。此外，隨著國際大型零售業之跨國佈局之下，制度環境影響企業經營表現也會有所不同；同時，競爭者策略型態也會影響著企業所提供之競爭優勢來源。因此，本研究探討資源基礎理論及市場需求基礎理論對競爭優勢影響，進而對經營績效影響，在進一步探討制度環境及競爭者策略型態之干擾效果。 本研究之研究對象為連鎖零售服務業管理階層主管，並且採用便利抽樣調查法，共發放220份實體問卷，而有效樣本為160份。所採用分析方法，包括敘述統計分析、因素分析、問項分析、信效度分析、共同方法偏誤、結構方程模式和t檢定。本研究探討資源基礎變數對競爭優勢影響，其研究結果得知，由內而外能力對競爭優勢差異化及成本領導皆有正向顯著影響；市場需求基礎變數對競爭優勢影響，顧客導向對競爭優勢成本領導有正向顯著影響，競爭者導向對差異化有正向顯著影響。而競爭優勢差異化及成本領導對於經營績效皆有正向顯著影響。行銷績效對財務績效有正向顯著影響。最後，制度環境及競爭者策略型態皆會干擾由內而外能力對競爭優勢之差異化及成本領導、顧客導向對成本領導影響。
並列摘要
As firms compete in increasingly diverse global market, it becomes critical to understand how the retail chain stores achieve competitive advantage and create superior value. Therefore, not only firms must match their own-specific resources and capabilities for optimal performance, but also understand competitive force and satisfy customer needs to achieve competitive position. The influence of business resources and market demand on competitive advantage will differs according to institutional environments and competitive strategies. Consequently, this study to investigate Resources Based View to competitive advantage, Market Demand-based Perspective to competitive advantage and competitive advantage to performance, will affect or not. Therefore, further to probe into the moderator effect of institutional environment and strategy type. The study used the form of survey method, and this study subjects is retail chain store managers. The study provided 220 questionnaires, a total of 160 were returned. Our study analyze method includes descriptive statistics analysis, factor analysis, common method bias, reliability and validity analysis, structure equation model and t test. This study to investigate Resources Based View to competitive advantage, Market Demand-based Perspective to competitive advantage and competitive advantage to performance, will affect or not. The findings show that ”Inside-out Capability”, ”Consumer Orientation”, ”Competitor Orientation” have significant impact on “Differentiation”. “Inside-out Capability”, ”Consumer Orientation” have significant impact on “Cost Leadership”.” Differentiation” and “Cost leadership” have significant impact on “Marketing Performance”. “Marketing Performance” have significant impact on “Financial Performance”. Moreover, this study investigate institutional environments and strategy type has interference” Inside-out Capability” for “Differentiation” and “Cost Leadership” effect. “Consumer Orientation” for “Cost Leadership” effect.