创业导向与厂商绩效关系之研究－市场导向与技术策略之中介效果

Abstract

市场导向(market orientation, MO)与技术策略(technology strategy, TS)两者对于创业型厂商都是重要的，MO重视顾客需求，而TS则强调达到技术卓越的策略；为提升厂商绩效，MO与TS所采行的途径有所不同，但两者却是具有互补性。然而，在过去创业导向(entrepreneurial orientation, EO)文献中，并未有相关的研究整合性地探讨MO与TS之变数在“EO→厂商绩效”关系间的中介效果。因此，本研究建立一个多重中介模型的整合性架构，探讨EO如何经由MO与TS之多重中介变数以影响厂商绩效。本研究针对在车辆零组件供应网络中的厂商进行调查，并使用多重中介效果检定方法，实证结果显示，EO会经由MO与TS之多项中介变数，提升厂商绩效。于是，进一步检视各项中介变数的相对效果强度。首先，就MO的两项中介变数而言，显示EO经由预应性MO的间接效果较强于经由回应性MO的间接效果。其次，就TS的三项中介变数而言，显示EO经由内部研发投资的间接效果较强于经由运用智权保护方法的间接效果，然而，EO经由运用运用外部技术来源的间接效果则不显着。

Both market orientation (MO) and technology strategy (TS) are important for entrepreneurial firms; MO focuses on customer needs, while TS stresses the importance of the technological superiority. MO and TO may differ in the approach to achieve high firm performance, but both are complementary to accomplish it. Nonetheless, in the prior literature of entrepreneurial orientation (EO), the variables of MO and TO that simultaneously mediate the 「EO→ firm performance」 relationship have not been holistically investigated. Accordingly, this study constructs a multiple mediation model, an integrated conceptual framework, to examine comprehensively how EO influences firm performance through the multiple mediating variables of MO and TS. Through carrying out a survey on the firms in the supply network of vehicle component industry, and applying a testing method on multiple mediating effects, the empirical result indicates that EO would increase firm performance through the multiple mediating variables of MO and TS. Accordingly, the relative magnitudes of the effects associated with all mediators are further examined in this study. First, in terms of the two mediating variables of MO, the result shows that the indirect effect of EO through proactive MO is larger than that through responsive MO. And then, in terms of the three mediation variables of TS, the result reveals that the indirect effect of EO through internal R&D spending is larger than that through using the means of intellectual capital protection, while the indirect effect of EO through using external technology sources is insignificant.