大數據應用對新產品開發績效之影響－以產品特性為干擾變數

The Effects of Big Data on New Product Development：Product Characteristics as Moderating Variables

陳思瑾(Szu-Chin Chen)

指導教授 ： 楊立人 ； 張敬珣

淡江大學/商管學院/企業管理學系碩士班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00057

摘要

世界正用超乎想像的速度隨著科技與技術的創新發展持續不斷的進步。在這數據化的時代，人們默默的被記錄與分析著，這些都顯示著「數據」已無所不在的圍繞在我們的身邊，來分析消費者的需求動向，因而顯示出大數據的重要性。在過去新產品開發績效文獻中發現鮮少與大數據應用做連結。因此，本研究欲探討大數據應用、需求品質及新產品開發績效彼此之間的關係，並從大數據探討需求品質對新產品開發績效之影響。
本研究採用SPSS統計軟體作為分析工具，並以便利抽樣之方式收集製造業及科技業為樣本，問卷發放時間為2017年3月至2017年4月，以線上問卷方式共回收有效問卷142份，進行分析後，研究的結果如下：
1. 大數據應用對需求品質有顯著正向之影響。
2. 需求品質對新產品開發績效有顯著正向之影響。
3. 大數據應用對新產品開發績效有顯著正向之影響。
4. 需求品質在大數據應用與新產品開發績效之間具有中介效果。
5. 產品特性對大數據應用與需求品質間具有干擾效果。

關鍵字

大數據應用 ； 需求品質 ； 新產品開發績效 ； 產品特性

並列摘要

The world is constantly growing along with the development of technology and innovation beyond imagination. In the digitization age, we are recorded and analyzed secretly. It indicates that we are surrounded by these data invisibly. As the result, Big Data takes an important role of realizing the tendency of customer demand. Therefore, the primary purpose of this study was to explore the application of Big Data, requirement quality and their relationship with new product development performance.
This study used SPSS statistical software to analyze data. The sample were collected from Taiwan manufacturing and high-tech industry. The data were collected from March 2017 to April 2017. A total of 142 valid questionnaires were analyzed. The results of this study are as follows：

1.Big Data has a significant positive influence on requirement quality.
2.Requirement quality has a significant positive impact on new product development performance.
3.Big Data has a significant positive influence on new product development performance.
4.Requirement quality has mediating effect on the relationship between Big Data and new product development performance.
Product characteristics moderate the relationship between Big Data and requirement quality.

並列關鍵字

Big Data ； Requirement quality ； New product development performance ； Product characteristic

參考文獻

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