市場導向對經營績效影響之研究：制度信任與知識整合因果型雙中介效果之探討

Abstract

本研究探討證券商之市場導向、制度信任，與知識整合三者關係，及其對經營績效之影響。透過結構方程式驗證假說並進行複核效度檢測，另以巢套模式搭配Bootstrap，及Bayesian搭配VB程式設計法，確認制度信任與知識整合的因果型雙中介效果。研究發現：（1）市場導向會同時提高制度信任與知識整合的程度。（2）制度信任對知識整合有正向顯著影響。（3）知識整合對經營績效有正向顯著影響。主要理論貢獻為：（1）確認制度信任在市場導向與知識整合間具有部份中介效果。（2）確認知識整合在市場導向與經營績效間具備完全中介效果。（3）根據制度信任與知識整合的雙中介效果，重新建構市場導向與經營績效之關係。並提出三點實務建議作為證券商提升經營績效之參考。

The purpose of this research was to discuss the relationships among market orientation, institutional-based trust and knowledge integration in securities dealers, and to explore the effects of these three constructs on corporate performance. We employed SEM method to examine the hypothesis and validation generalization of the model. We also introduced nested models comparisons in pairs of Bootstrap and Bayesian collocating with VB programming methods to examine the causal dual mediating effects of institutional-based trust and knowledge integration. Meanwhile, the results of the research were summarized as follow: (1) Market orientation raised the degree of institutional-based trust and knowledge integration simultaneously. (2) Institutional-based trust had significant positive effect on knowledge integration. (3) Knowledge integration also had significant positive effect on performance. The main theoretical contributions were: (1) Confirm the partial mediating effect of institutional-based trust. (2) Confirm the fully mediating effect of knowledge conformity. (3) According to the hypothesis, we proposed three practical suggestions to promote the performance of the securities dealers.