新金融商品開發活動、效果與績效關聯之實證研究－服務／市場特性之節制角色

An Empirical Study of the Linkages among Development Activities, Effectiveness, and Performance of New Financial Product: The Moderating Role of Service-Market Characteristics

楊致和(Chih-Ho Yang)

指導教授 ： 陳嵩

崑山科技大學/商業管理學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6828/KSU.2004.00053

摘要

隨著金融管制解除及電子商務時代的來臨，金融服務業的經營環境有了巨大的變化；為了生存與成長，金融服務業者必需不斷地創思新構想、推出新金融商品。惟實證研究顯示，新金融商品推出的成功率一直不高。新金融商品失敗所造成的直接財務損失可能不高，但仍有許多隱藏成本。如何改善金融服務業者的新服務開發(new service development, NSD)績效呢？這是金融業者高階主管及學術界所關心的問題。目前已有研究探討金融服務業的新產品成功因素，惟這些研究多僅以單一問項來衡量績效，未考量新金融商品績效的多構面特性。此外，這些研究多以探索性統計分析方法檢測NSD活動與新金融商品績效的關聯。再者，許多研究探討NSD活動及NSD效果（如服務/市場配適、行銷溝通效果）對新金融商品績效的影響，惟至今尚乏研究探討NSD活動與NSD效果的因果關聯。
本研究首先透過文獻分析將新金融商品績效歸納為兩個構面—直接績效及間接績效，將可能影響新金融商品績效的因素歸納為NSD行銷活動（包括市場研究、人員訓練、試銷、上市準備與推出）、及NSD效果（包括服務／市場配適、服務獨特卓越性、行銷溝通效果），其次推論NSD行銷活動執行品質對NSD效果之影響、NSD效果對新金融商品績效的影響、服務／市場特性對「NSD效果與新金融商品績效關聯」的干擾效果，並以國內銀行業及保險業的93個新金融商品開發專案為實證對象。
本研究之假設推論以層級迴歸及節制迴歸驗證。分析結果顯示，(1) NSD行銷活動中以上市準備與推出對NSD效果的影響最大，其次為市場研究，試銷活動的影響最小。(2) NSD效果中以行銷溝通效果對新金融商品績效的影響最大，其次為產品／市場配適，服務獨特卓越性顯得並不重要。(3) 「NSD效果與新金融商品間接績效的關聯」受到產品對市場的新穎性、市場競爭度、市場對公司新穎性的干擾。最後，研究者對實證結果在新金融商品開發管理涵義及後續研究做一些討論與建議。

關鍵字

金融服務業 ； 服務／市場特性 ； 新金融商品績效 ； 新服務開發

並列摘要

Facing deregulation and e-business era, the operating environment of financial service industries had a great change. Financial institutions attempting to survive and grow will need continuously to create new ideas and launch new financial services. However, empirical researches show that the success rate of new financial service was not high all the while. The financial loss directly caused by unsuccessful new services may not be great, but still with the hidden costs. How to improve the performance of new service development (NSD)? This is a subject to be concerned with financial institutions superior chief and academia. So far, there have been many studies empirically examined the determinants of new service performance. However, most studies measured the new service performance by only asking single question without capturing the multidimensional characteristics of new service performance. Besides, these researches examined the relationships of determinants with new financial service performance by exploratory statistical analysis method. Moreover, most research, examining the relationships of NSD activities and effectiveness (such as product-market fit and effectiveness of marketing communication) to new financial service performance, have generally not verified this causal relationship of NSD activities to NSD effectiveness.

Through literature review, the author firstly induces the dimensions of new service performance into direct results and indirect results, and the determinants of new service performance into NSD activities (including market research, personal training, marketing test, and preparation and launch) and NSD effectiveness (i.e. product-market fit, unique/superior service, and effectiveness of marketing communication). And then, the author infers the influence of executive quality for NSD activities on NSD effectiveness, the effects of NSD effectiveness on new financial service performance, and the moderating effect of service-market characteristics on the relationships of NSD effectiveness to new financial service performance. Ninety-three NSD projects from domestic banking and insurance industries were sampled as empirical subjects.

The results of regression analysis indicate that preparation and launch has most influence for NSD effectiveness, the next was market studies, marketing test has a less influence. The findings also show that effectiveness of marketing communication has better influence for new financial service performance, the next was product-market fit, but unique/superior service was not important. Moderated regression analysis shows that the relationships of NSD effectiveness and new financial service performance are moderated by service newness to market, market competition and market newness to company. Finally, managerial implications for new financial service development and recommendations for future research are presented.

並列關鍵字

financial service industry ； new financial product performance ； service-market characteristics ； new service development

參考文獻

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