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題名：社會資本、創意與新產品優勢的實證研究
作者：李歙明
作者(外文)：Hsi-Ming Lee
校院名稱：中華大學
系所名稱：科技管理學系(所)
指導教授：田效文
張世佳
學位類別：博士
出版日期：2009
主題關鍵詞：社會資本；創意；新產品優勢；social capital；creativity；new product advantage
原始連結：連回原系統網址new window
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新產品創意及新產品行銷活動創意係廠商為了因應市場需求變動而成功推出新產品的關鍵成功要素。本研究主要在探討新產品創意及新產品行銷活動創意在社會資本與新產品優勢之間所扮演的中介角色；其中新產品優勢係指新產品上市的財務績效、行銷績效及顧客認知的市場地位。本研究主要的探討議題包括：(1)社會資本是否對新產品創意、新產品行銷活動創意具正面助益性；(2)新產品創意、新產品行銷活動創意是否影響新產品的優勢表現。本研究預計以製造產業前1000大製造商為研究對象，主要利用驗證性因素分析及結構方程模式，驗證社會資本、創意及新產品優勢潛在變數間的因果關係，及創意的中介效果。本研究結果顯示廠商的社會資本透過新產品創意、新產品行銷活動創意的中介關係對新產品優勢具正向的強化作用。
The new product creativity and new product marketing programs creativity are critical successful factors for new product introduction to adapt the environmental uncertainty. This study is to explore the mediator role of the new product creativity and new product marketing programs creativity on the causal model of the social capital and new product advantage. New product advantage is defined as the new product introduction in terms of the financial performance, marketing performance, and the quality position perceived by customer. The major issues of this research include: (1) Whether the social capital leads positive new product creativity and new product marketing programs creativity; and (2) Whether the new product creativity and new product marketing programs creativity influence new product advantage. We propose to sample the first thousand manufacturers of the Common Wealth. The structure equation modeling (SEM) and confirmatory factor analysis are applied to verify the casual relationships among the social capital, creativity, and new product advantage. Also, the mediating role of the creativity is also examined. The results showed that new product creativity and new product marketing programs creativity could reinforce the positive relation between social capital and new product advantage.
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