組織創新與行銷創新意圖對創新活動需求之關聯性研究-以台灣資訊電子業為例

Abstract

本研究之目的係以台灣地區產業創新活動調查，以結構方程模型驗證資訊產業，在組織創新、行銷創新與創新需求之間的互動關聯。此外創新活動與創新需求是每一個產業在進行決策時都必須了解應用的。互相間存在多個維度的互動關係，本研究運用台灣產業創新第三次普查之結果，針對資訊與電子產業的公司組織創新、行銷創新與行銷活動需求的關聯進行探討。 以創新而言，可以發現創新有不同的分類方式，比如產品或製程的創新，或是客戶管理、行銷或程序上的創新，而台灣企業面臨全球化的產業競爭，強烈的生存壓力籠罩在各個產業上，因此許多企業在軟、硬體上皆必須創新求變才能避免招致淘汰，必有助於提升企業的競爭力。望能夠經由進行創新活動時，不同環節的需求程度及進行方式，來延伸與增加相關的競爭策略 本研究實證結果顯示，台灣資訊電子產業之「組織創新意圖」對於其「創新活動需求」有顯著正向影響性，而台灣資訊電子產業之「行銷創新意圖」對「創新活動需求」則為有顯著負向影響，此外，資訊電子業的「行銷創新意圖」對於其「組織創新意圖」具有正向影響。而台灣資訊電子業之「組織創新意圖」具備「行銷創新意圖」與「創新活動需求」之間的中介效果。

The purpose of this study is to investigate the industrial innovation activities in Taiwan, and to verify the interaction between the innovation of the information industry and the innovation and innovation in the information industry. In addition, innovative activities and innovation needs every industry in the decision-making must understand the application. This paper explores the relationship between organizational innovation, marketing innovation and marketing activities in the information and electronics industry, using the results of the third survey of Taiwan's industrial innovation. In terms of innovation, innovation can be found in different ways of classification, such as product or process innovation, or customer management, marketing or procedural innovation, and Taiwan enterprises are facing global competition in the industry, strong living pressure enveloped in the various Industry, so many companies in the software and hardware must be innovative change in order to avoid incurring out, will help to enhance the competitiveness of enterprises. To be able to extend and increase the relevant competitive strategy through the degree of innovation and the way in which the activities are carried out The empirical results of this study show that the "Organizational Innovation Intent" of the Taiwanese information electronics industry has a significant positive impact on its "demand for innovative activities", while the "creative innovation intentions" of the Taiwan information electronics industry And the "creative innovation intent" of the information electronics industry has a positive impact on its "organizational innovation intent". And the "Organizational Innovation Intent" of the Taiwan Information Electronics industry has the intermediary effect between "marketing innovation intention" and "innovation activity demand".