組織靈活度、虛實整合及創新績效之關係： 以台灣傳統製造業為例

Relationship among Organizational Ambidexterity, Mix of Bricks-and-Clicks and Innovation Performance: A Case Study of Taiwan’s Tradition Manufacturing Industry

莊雅涵(Ya–Han Chuang)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

實體通路與虛擬通路的虛實整合已是近年來企業的主流經營模式，而因應此種新型態的經營方式變革涉及組織的靈活度，尤其在競爭激烈的經營環境下，企業如何提升組織的配適與適應能力，以策略虛實整合，並能強化企業的創新績效，乃現今企業的重要經營課題，此外，並探討企業特徵在組織靈活度、虛實整合與創新績效之關係，此亦為本研究之主要動機與目的。
　　本研究擇以台灣傳統製造業為對象，並採用行政院主計處所歸類的傳統製造業行業別作為問卷主要發放對象。研究框架包括三個部分，一為取中華徵信所出版的「2007年台灣地區企業名錄」中，食品業、紡織業、成衣及服飾業、皮革毛皮及其製品業、木竹製品業、家具及裝設品業、紙漿紙及紙製品業、印刷及有關事業、非金屬礦物製品業等之企業，共整理出1270家作為郵寄問卷發放對象，主要受訪者為該企業之高階主管，調查方式以郵寄附回郵之方式，二為採紙本問卷發放於包括本校碩士在職專班並任職於以上行業別之傳統製造業者，最後為採網路問卷方式收集資料，發放對象為任職於以上行業別為之傳統製造業人士或主管。資料分析方法包括：樣本結構分析、敘述性統計分析、信度與效度分析、探索性因素分析、變異數分析、相關分析、迴歸分析與路徑分析。
　　主要研究結論包括台灣傳統製造業者的組織靈活度，如企業配適與適應力對虛實整合中之虛實通路物流與資訊系統整合、虛實通路產品與品牌整合及虛實通路管理整合等存在直接正向影響效果，而虛實整合中僅虛實通路管理整合對創新績效中之產品創新績效、製程創新績效及生產規劃創新績效等存在直接正向影響效果。至於，組織靈活度之企業配適與適應力對產品創新績效、製程創新績效及生產規劃創新績效等，皆具直接正向影響效果。此外，不同成立年數之企業在虛實整合中之虛實通路物流與資訊系統整合及創新績效中之製程創新績效存在差異性，而不同員工人數及資本額之企業在虛實整合中之虛實通路外部資源整合存在差異性。

關鍵字

虛實整合 ； 組織靈活度 ； 創新績效

並列摘要

The mix of bricks-and-clicks has been a main business operating model in recent years. This new type of operating method involves organizational ambidexterity; especially in the competitive business environment, it is an important management lesson for current businesses as to how to improve organizational fit and adaptability, with the mix of bricks-and-clicks, to strengthen the business innovation performance. Besides, we also discuss the business characteristics relationship among organizational ambidexterity, the mix of bricks-and-clicks and the innovation performance, which is also the main motive and purpose of the research.
　　This study selected the traditional manufacturing industry in Taiwan as our case in point, and used the traditional manufacturing industry categorized by Directorate-General of Budget, Accounting and Statistics to be surveyed. The research framework includes three parts: 1. In “2007 Taiwan Business Directory” published by China Credit Information Service, Ltd., we arranged 1270 firms as our correspondents from Food, Textiles Mills, Wearing Apparel and Clothing Accessories Manufacturing, Leather, Fur and Related Products Manufacturing, Wood and Bamboo Products Manufacturing, Furniture and Decoration Manufacturing, Pulp, Paper and Paper Products Manufacturing, Printing and Printing Support Activities, Non-metallic Mineral Products Manufacturing, etc. The main correspondents are high ranking managers, who returned the surveys with self-addressed stamped envelopes. 2. We distributed paper questionnaires to On-the-Job Graduate Program students who worked in one of the above-mentioned traditional manufacturing industries. Lastly, we conducted online surveys to collect data, and the correspondents were the workers or supervisors who worked in the above-mentioned traditional manufacturing industries. Data analytic methods include Structural Analysis, Descriptive Statistical Analysis, Reliability and Validity Analysis, Exploratory Factor Analysis, Analysis of Variance, Correlation Analysis, Regression Analysis and Path Analysis.
　　The conclusions in the research are as follows. Organizational Ambidexterity of Taiwanese Traditional Manufacturers: for instance, business fit and adaptability have direct and positive effects on the integration of bricks-and-clicks channels and logistics and information technology system, the integration of bricks-and-clicks channel products and brands, and the integration of bricks-and-clicks management, etc., and in the mix of bricks-and-clicks channel, only the integration of bricks-and-clicks channel management has direct and positive effects on the product innovation performance, manufacturing process innovation performance, production planning innovation performance, etc. in the innovation performance. Additionally, business fit and adaptability from organizational ambidexterity have direct and positive effects on the product innovation performance, manufacturing process innovation performance and production planning innovation performance. Moreover, there are differences in the integration of bricks-and-clicks channels and logistics and information technology system in the mix of bricks-and-clicks, as well as in the manufacturing process innovation performance in the innovation performance in businesses with different years of establishment, and differences in the integration of external resources of the bricks-and-clicks channel in the mix of bricks-and-clicks exist in businesses with a different number of employees and capital.

並列關鍵字

Mix of Bricks-and-Clicks ； Organizational Ambidexterity ； Innovation Performance

參考文獻

11.林明昌（2002）。市場導向與行銷策略配合對行銷績效影響之研究--以台灣重電馬達業實證為例。碩士論文，中原大學企業管理研究所，桃園。

16.陳茂勇（2006）。台灣線上遊戲業虛實整合行銷模式之研究。碩士論文，中原大學資訊管理研究所，桃園。

57.Rosli, M. M. & Sidek, S. (2013). The impact of innovation on the performance of small and medium manufacturing enterprises: Evidence from Malaysia. Journal of Innovation Management in Small & Medium Enterprise, 4(1), 1-16.

9.沈愛玲（2011）。台灣零售業虛實整合商業模式研究: 以7-11與7net為例。碩士論文，國立交通大學企業管理研究所，新竹。

15.陳美玉（2014）。應用雲端科技的創新商業模式-以碳纖維產品透過虛實整合電子商務平台為例。未出版碩士論文，國立成功大學高階管理碩士在職專班，臺南。