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題名:行銷創新量表效化與實證研究
作者:王以莊
作者(外文):I-Chuang Wang
校院名稱:國立彰化師範大學
系所名稱:工業教育與技術學系
指導教授:蕭錫錡
學位類別:博士
出版日期:2008
主題關鍵詞:行銷創新行銷創新創造力創新量表marketinginnovationmarketing innovationcreativityinnovation scale
原始連結:連回原系統網址new window
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  • 共同引用共同引用:0
  • 點閱點閱:83
摘要
本研究旨在建構行銷創新量表,首先藉由創新與行銷文獻之探討,形成行銷創新之構念、準則與衡量指標,並據以發展出衡量題項。透過專家審查與預試施測進行量表之效化,最後建構成具有兩項主構面、四項次構面、二十七項指標以及八十ㄧ個題項之行銷創新評量量表。為驗證本研究量表之信效度,以國內大型企業進行實證研究,藉由大量的企業實徵資料,以結構方程模式進行驗證性因素分析,檢測量表之內部一致性信度、組合信度、收斂效度、區別效度以及效標關聯效度,結果顯示本研究所發展之量表具備良好之信效度。
本量表可提供企業進行行銷創新效能評估,也可做為工程與商學領域創造力教育相關課程或競賽教學之評量之用,更可為學術研究對行銷創新表現之檢測提供良好的評量工具。
關鍵字:行銷, 創新, 行銷創新, 創造力, 創新量表
Abstract
This study developed a marketing innovation scale, in product perspectives, to evaluate innovation performance of marketing project. First, theoretical reviews on literature of creativity, innovation, and marketing established the two-factor structure model of marketing innovation. Then, items analysis and exploratory principle components factor analysis were used to validate the marketing innovation scale with two-factor model. In addition, empirical study with the samples of large enterprises in Taiwan was undertaken to examine and test the marketing innovation scale. Analyses through structure equation model and canonical correlation provided support for composite reliability, convergent validity, discriminate validity and criterion related validity of the questionnaire.
The result of this study established the usefulness of the marketing innovation scale to detect marketing innovation performance, what can be done to the marketing project by enterprises or commercial education. This scale can also offer material to survey innovativeness on marketing research.
Keyword: marketing, innovation, marketing innovation, creativity, innovation scale
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