以社會網絡理論觀點探討服務業市場知識對創新之影響：旅行業為例

Abstract

過去不少服務業者和學術界重視市場知識對企業創新的重要性。理應上，市場知識對創新之關係應呈現正向相關性，但近期研究指出兩者間關係無明確定論。本研究主張不一致結果乃過去多數研究將市場知識和創新皆視為單一整體的構念，以及視兩者間為線性關係的假設有關。因此，本研究從社會網絡理論來探討市場知識歧異性與市場知識的鑲嵌性分別對於產品創新和流程創新的關係，檢驗兩者間是否存在非線性之關係。本研究以旅遊服務業為實證範疇，結果顯示市場知識歧異性對產品創新、流程創新皆呈現非線性的影響關係，其呈現趨陡遞增的非線性效果。市場知識鑲嵌性則對產品創新、流程創新績效有正向效果，並沒有非線性效果存在。最後，本文將根據研究結果提出理論貢獻、管理意涵與未來研究建議。

Managers and scholars in service industry have paid attentions on the relationship between market knowledge and innovation. Theoretically, market knowledge should be associated with innovation positively but the results indicated a positive, non-significant and negative relationship between market knowledge and innovation. This study asserts that the inconsistent outcomes were resulted of treating market knowledge and innovation as single overall construct and because of the assumption of linear linkage. Therefore, this study is on the basis of social network theory and investigates the impacts of specific knowledge characteristics on two different innovations (product and process), especially testing their non-linear relationship. Under the setting of travel service industry, the empirical results indicate that market knowledge disparity has a non-linear effect on product and process innovations, and its positive effect is significant increasingly. On the other hand, market knowledge embeddedness only has positive effect on product and process innovations. Finally, this study will offer some management implications and suggestion in further studies according to the result in the future.