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題名：創業導向與公司績效關連之中介與調節效果研究：後設分析結構方程模型(MASEM)觀點
作者：林詩凱
作者(外文)：LIN, SHIH-KAI
校院名稱：國立雲林科技大學
系所名稱：企業管理系
指導教授：陳志遠
學位類別：博士
出版日期：2023
主題關鍵詞：後設分析取向結構方程模型；創業導向；市場導向；學習導向；環境動盪；調節式中介效果；Meta-Analytic Structural Equation Modeling；Entrepreneurial orientation；Market Orientation；Learning Orientation；Dynamic environment；Moderated-Mediation Effect
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創業導向（entrepreneurial orientation, EO）已經成為創業研究領域的一個重要概念，且在理論和實證研究中備受關注。過去與創業導向配合之研究變數，多以公司績效(firm performance, FP)為主，且已經累積大量相關文獻。但至今對於創業導向和公司績效之實證研究尚未得出一致性結論，讓該領域之研究結果呈現爭議性，讓本研究浮現出是什麼因素在這個過程中發揮了創業導向對公司績效關係不一致的關鍵作用？也讓本研究思考市場導向(market orientation, MO)和學習導向(learning orientation, LO)這兩種策略導向是否能提供一些答案。故此，本研究將建立一個多重中介模型的概念架構，探討創業導向如何經由市場導向與學習導向之多重中介變數對公司績效的影響關係。之後，本研究進一步將環境動盪(dynamic environment, DE)變數納入上述的多重中介模型中，探討當公司處於動盪的外部環境時，該如何調整其市場與學習導向，以適應並維持其競爭優勢。本研究進一步將環境動盪變數納入上述的多重中介模型中，以探討當公司處於動盪的外部環境時，該如何調整其市場與學習導向，以適應並維持競爭優勢。而環境動盪不僅可能直接影響公司的業務運營，還可能影響市場導向對創業導向與公司績效之中介效果。這種調節式中介效果不僅增加了這一關係的複雜性，也為未來的研究提出了新的問題和挑戰。希望藉此整合性架構之研究，得以增進創業導向的理論內涵，並拓展創業導向實證研究的新方向。
總體而言，在當今競爭激烈的商業環境中，了解創業導向如何影響公司績效成為創業研究重要的研究課題。本研究將深入探索創業導向如何與公司績效相互影響，並將市場導向和學習導向視為可能的中介因素。具體而言，本研究想要檢視在這關聯中，市場導向和學習導向是否真正扮演起連結的角色。同時，本研究也對外部環境動盪對這一關係的潛在調節作用保持高度關注。考量到環境動盪可能直接或間接地改變創業導向與績效之間的動態，本研究試圖揭示在不同環境動盪程度下，這種關係是否會有所調整。為此，本研究將使用後設分析取向結構方程模型 (meta-analytic structural equation modeling, MASEM) 來細緻地刻劃創業導向、市場導向、學習導向、環境動盪與公司績效之間的複雜互動。本研究的目的不僅是為學術界提供新的視角和理論洞見，更希望能針對業界提供具操作性的策略建議。畢竟，在現實商業場景中，環境動盪往往是無法避免的，而如何在此背景下調整策略以獲得最佳績效，正是每位管理者迫切希望獲得的答案。研究結果發現，創業導向與公司績效是顯著性正向關係，而市場導向與學習導向是創業導向與公司績效的部分中介變數，以及環境動盪是「創業導向-市場導向-公司績效」與「創業導向-學習導向-公司績效」的調節式中介變數。
Entrepreneurial orientation (EO) has become a significant concept in the field of entrepreneurship research and has received considerable attention in both theoretical and empirical studies. Past research variables associated with entrepreneurial orientation have primarily focused on firm performance (FP), accumulating a vast body of literature. However, empirical studies on the relationship between entrepreneurial orientation and firm performance have not yet reached a consensus, making the research results in this field controversial. This raises the question: what factors play a crucial role in the inconsistent relationship between entrepreneurial orientation and firm performance? This study also contemplates whether the two strategic orientations, market orientation (MO) and learning orientation (LO), can provide some answers. Therefore, this study aims to establish a conceptual framework of a multiple mediation model to explore how entrepreneurial orientation affects firm performance through the multiple mediating variables of market orientation and learning orientation. Furthermore, this study incorporates the variable of dynamic environment (DE) into the aforementioned multiple mediation model to investigate how companies should adjust their market and learning orientations to adapt and maintain their competitive advantage in a turbulent external environment. Dynamic environment may not only directly affect the business operations of a company but also influence the mediating effect of market orientation on the relationship between entrepreneurial orientation and firm performance. This moderating mediation effect not only adds complexity to this relationship but also poses new questions and challenges for future research. Through this integrative research framework, we hope to enhance the theoretical understanding of entrepreneurial orientation and pave the way for new directions in empirical research on entrepreneurial orientation.
Overall, in today's highly competitive business environment, understanding how entrepreneurial orientation affects firm performance has become an essential research topic in entrepreneurship studies. This research will delve into how entrepreneurial orientation interacts with firm performance, considering market orientation and learning orientation as potential mediating factors. Specifically, this study aims to examine whether market orientation and learning orientation truly play a bridging role in this relationship. At the same time, this research also pays close attention to the potential moderating effect of external environmental turbulence on this relationship. Given that environmental turbulence might directly or indirectly alter the dynamics between entrepreneurial orientation and performance, this study seeks to reveal whether this relationship adjusts under varying degrees of environmental turbulence. To this end, this research will employ a meta-analytic structural equation modeling (MASEM) approach to intricately depict the intricate interactions among entrepreneurial orientation, market orientation, learning orientation, environmental turbulence, and firm performance. The purpose of this study is not only to provide academia with new perspectives and theoretical insights but also to offer actionable strategic recommendations for the industry. After all, in real business scenarios, environmental turbulence is often inevitable, and how to adjust strategies to achieve optimal performance under such circumstances is the answer every manager eagerly seeks. The research findings indicate that there is a significant positive relationship between entrepreneurial orientation and firm performance. Market orientation and learning orientation partially mediate the relationship between entrepreneurial orientation and firm performance, and dynamic environment moderates the "entrepreneurial orientation-market orientation-firm performance" and "entrepreneurial orientation-learning orientation-firm performance" relationships.
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