目　　錄

一、	養生茶商品化評選準則之探討	賴春美、林純純、吳菀婷
二、	外部跨組織整合對主動式、回應式市場導向與新產品發展績效影響之研究	林明杰、劉懿靚、莊閔越、張榕容
三、	以期望確認理論探討背包客對旅遊網站之持續使用意願	許麗玲、陳至柔、林子翔
四、	轉換型領導與新科技使用意圖之關係：自我效能之中介效果	卓正欽、賴彥如、劉振緯
五、	世界各主要國家高速鐵路公司營運績效評估之研究	黃俊穎、吳泰熙、簡呈企

回商管科技季刊目錄

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養生茶商品化評選準則之探討

A STUDY ON CRITERIA EVALUATION FOR HEALTH TEA COMMERCIALIZATION

賴春美

遠東科技大學行銷與流通管理系副教授

林純純

遠東科技大學創意商品設計與管理系副教授

吳菀婷

遠東科技大學行銷與流通管理系碩士班

Chun-Mei Lai

Associate Professor, Department of Marketing and Logistics Management,
Far East University

Chun-Chun Lin

Associate Professor, Department of Creative Product Design and Management,
Far East University

Wang-Ting Wu

Graduate Student, Department of Marketing and Logistics Management,
Far East University

摘要

　　以養生為訴求的茶品是近年來民眾飲茶趨勢，如何有效配置資源使養生茶新產品能夠成功商品化，成為重要的課題。為提供養生茶業者進行新產品商品化之決策參考，本文針對養生茶商品化進行準則評估並加以排序。考量準則間的相互影響關係及專家評量的模糊性，本文應用模糊分析網路程序法（fuzzy analytical network process，FANP）進行準則評估及排序。針對核心利益、資訊蒐集、購買情境等3個準則及10個次準則進行FANP專家問卷設計，針對養生茶飲研發專家進行FANP調查。結果發現，養生茶商品化過程最先重視核心利益、其次為購買情境、資訊蒐集等部分。本文建構的養生茶之商品化評選準則，可降低主觀判斷風險，供業者於養生茶商品化決策時檢視，以修正商品化資源之配置使其更符合消費者需求。

關鍵字：模糊分析網路程序法、養生茶、商品化

ABSTRACT

　　Recently, tea with health appeals becomes current drinking trend. One of the important topics of successfully commercialization for health tea is resources being effectively allocated. This study is to evaluate and to prioritize the commercialization criteria of health tea. To deal with effects of interdependence among selection criteria and fuzziness of experts’ judgements, the fuzzy analytical network process (FANP) is applied to evaluate criteria. The FANP experts questionnaires containing 3 criteria, such as “core benefit”, “purchase situation”, “information collection”, and 10 sub-criteria is designed. Experts in health tea product development are invited to contribute their expertise. Survey results show that the “core benefit” is the most important criterion during the commercialization process, and followed by “purchase situation” and “information collection”. The priorities of commercialization criteria of health tea can be references for decision makers in allocating resources during new product development.

Keywords: Fuzzy Analytical Network Process, Health Tea, Commercialization

回目錄

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外部跨組織整合對主動式、回應式市場導向與新產品發展績效影響之研究

THE EFFECTS OF EXTERNAL INTER - ORGANIZATIONAL INTEGRATION ON PROACTIVE MARKET ORIENTATION, RESPONSIVE MARKET ORIENTATION, AND NEW PRODUCT DEVELOPMENT PERFORMANCE

林明杰

國立中央大學企業管理學系教授

劉懿靚

國立中央大學企業管理學系碩士

莊閔越

國立中央大學企業管理學系博士生

張榕容

國立中央大學企業管理學系博士生

Ming-Ji James Lin

Professor, Department of Business Administration,
National Central University

Yi-Ching Liu

Master, Department of Business Administration,
National Central University

Min-Yueh Chuang

Ph.D. Student, Department of Business Administration,
National Central University

Jung-Jung Chang

Ph.D. Student, Department of Business Administration,
National Central University

摘要

　　在全球化激烈的競爭市場中，隨著外在環境的變化、以及顧客的需求多樣性，企業愈來愈重視市場導向。為了獲得及整合有關的市場知識，除了透過在企業內部跨組織整合，也透過外部跨組織整合，與外部合作、跨組織等方式來整合相關的知識資源。本研究主要關注外部跨組織整合，探討其與主動式市場導向、回應式市場導向及新產品發展績效之關係。以中華徵信所「2006年台灣地區大型企業TOP 5000排名」中的2,611家製造業為研究母體進行抽樣調查，共發放518份問卷，有效回收100份問卷，以AMOS進行資料分析。研究結果發現外部跨組織整合能有助於提昇主動式市場導向與回應式市場導向；此外主動式市場導向正向影響新產品發展績效，回應式市場導向則無顯著性。且外部跨組織整合會經由主動式市場導向提升新產品發展績效，但無法經由回應式市場導向提升新產品發展績效。

關鍵字：外部跨組織整合、主動式市場導向、回應式市場導向、新產品發展績效

ABSTRACT

　　In the competitive global market, due to the quickly changing of the environment, rapid improvement of customer’s various demands, the notion of market orientation has received a lot of attention on the issue of enhancing new product development performance over the past decades. To obtain the knowledge of market orientation, firms integrate the knowledge through inter-organizational or external inter-organizational integration. The aim of this study focused on the dimension of external inter-organizational integration of customer and supplier, to explore the relationships among proactive market orientation, responsive market orientation, and new product development performance. The objects of this study are the manufactures, which were from a list of the largest Taiwanese manufactures (2006) published by China Credit Information Service, Ltd. The data is collected through questionnaires. 518 questionnaires were delivered and 100 effective questionnaires were returned. The model and hypothesized relationship were empirically tested using the structural equation modeling (SEM) approach, supported by AMOS software. The results show that external inter-organizational integration positively affects proactive market orientation and responsive market orientation; proactive market orientation positively affects new product development performance. Also, external inter-organizational integration affects new product development performance through proactive market orientation, but not responsive market orientation.

Keywords: External Inter-organizational Integration, Proactive Market Orientation, Responsive Market Orientation, New Product Development Performance

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以期望確認理論探討背包客對旅遊網站之持續使用意願

AN EMPIRICAL STUDY OF BACKPACKERS’ CONTINUING USAGE INTENTION OF TRAVEL WEBSITE: BASED ON EXPECTATION - CONFIRMATION THEORY

許麗玲

國立高雄第一科技大學資訊管理系教授

陳至柔

國立澎湖科技大學服務業經營管理研究所副教授

林子翔

國立高雄第一科技大學企業電子化研究所碩士

Li-Ling Hsu

Professor, Department of Information Management,
National Kaohsiung First University of Science and Technology

Chih-Jou Chen

Associate Professor, Institute of Service Management,
National Penghu University of Science and Technology

Tzu-Hsiang Lin

Master, Graduate Institute of E-business,
National Kaohsiung First University of Science and Technology

摘要

　　本研究旨在探討旅遊網站使用者持續採用行為，以「期望確認理論」（Expectation Confirmation Theory，ECT）為基礎，並透過整理過去有關旅遊網站特性、科技採用與資訊系統成功的相關文獻，歸納出影響旅遊網站持續採用之相關因素，藉以提出一套能夠適用於旅遊網站情境之理論模式。在「期望確認理論」相關文獻中，尚未有研究以「背包客」（Backpackers）為研究對象來探討系統使用者之持續採用行為，本研究延伸期望確認理論之相關變數，以讓此理論應用在旅遊網站的情境上更臻完整。本研究以臺灣地區的背包客為研究對象，指非透過旅行社安排，曾經進行國內、外自助旅遊者為主，經由網路問卷的方式，共回收251份有效問卷，並使用LISREL軟體進行統計分析資料，結果顯示多數假說均獲得支持。本研究有以下發現：(1)旅遊網站品質特性（資訊品質、系統品質及服務品質）對「確認程度」有正向顯著之影響；(2)「確認程度」對旅遊網站使用特性（知覺有用性、知覺易用性）與「使用者滿意度」有正向顯著之影響；(3)旅遊網站使用特性（知覺有用性、知覺易用性）對「使用者滿意度」有正向顯著之影響；(4)旅遊網站使用特性（知覺有用性、知覺易用性）對「持續使用意願」沒有正向顯著之影響；(5)「使用者滿意度」對「持續使用意願」有正向顯著之影響。 最後，根據研究結果提供旅遊網站業者一些有效管理旅遊網站系統營運之實務建議。

關鍵字：背包客、旅遊網站、期望確認理論、資訊系統成功模式、持續使用意願

ABSTRACT

　　In this study, a research is conducted on backpackers’ continuing use in travel websites based on Expectation Confirmation Theory (ECT). Efforts are made to generalize factors that influence continuing use behavior through the literature review on the topic of websites´ characteristics, information technology adoption, and Information systems success. So far, there hasn’t been any research in ECT investigating continuing use in subjects of backpackers. Therefore, we extended the variables of ECT to better explain the continuing use of travel websites under different context. This research subjects were mainly focused on backpackers in Taiwan who used to travel domestically or internationally on their own rather than traveling through the arrangement of travel agency. Data analysis is conducted via LISREL statistical analysis, with 251 valid questionnaires returned. This study concludes five main results with using travel websites, including: (1) Perceived quality (information quality, system quality and service quality) of travel websites has a positive impact on the expectation confirmation. (2) Expectation confirmation has a positive effect on the extent of perceived use characteristics (perceived usefulness, perceived ease of use) of travel websites and use satisfaction. (3) Perceived use characteristics of travel websites have a positive impact on the use satisfaction. (4) Perceived use characteristics of travel websites have not a positive impact on continuing usage intention. Finally, use satisfaction of travel websites has a positive significance on continuing usage intention. On the whole, most of hypotheses were supported. Implications are also provided.

Keywords: Backpackers, Travel Website, Expectation Confirmation Theory, IS Success Model, Continuing Usage Intention

回目錄

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轉換型領導與新科技使用意圖之關係：自我效能之中介效果

TRANSFORMATIONAL LEADERSHIP AND INTENTION TO ADOPT NEW TECHNOLOGY:
THE MEDIATING EFFECT OF SELF-EFFICACY

卓正欽

明新科技大學企業管理系助理教授

賴彥如

明新科技大學資訊管理系助理教授

劉振緯

明新科技大學資訊管理系碩士

Paul Chou

Assistant Professor, Department of Business Administration,
Minhsing University of Science & Technology

Yen-Ru Lai

Assistant Professor, Department of Information Management,
Minhsing University of Science & Technology

Zen-Wei Liu

Graduate Student, Department of Information Management,
Minhsing University of Science & Technology

摘要

　　台灣在面臨產業大量外移以及當前全球經濟景氣快速變動的環境下，隨著科技與資訊產品的快速推陳出新，企業也必須跟上科技潮流的腳步，以提升組織競爭力。然而，在引進新科技的過程中，員工對於該項新科技的使用意圖在企業能否成功引進新科技扮演重要的角色。本研究探討主管的轉換型領導對於員工新科技使用意圖的影響，並以自我效能作為中介變項。本研究採用問卷調查方法，以新竹地區七家中小型企業為調查對象，共計回收346份有效樣本。研究結果顯示，主管的轉換型領導風格對於員工面對新科技的使用意圖之間具有正向顯著的影響。另外，研究結果也顯示，自我效能在主管的轉換型領導與新科技的使用意圖之間具有完全中介效果。有關研究結果的討論、管理意涵及後續研究建議，在本文中將有進一步探討。

關鍵字：轉換型領導、自我效能、新科技使用意圖

ABSTRACT

　　Given that various industries outflow and the global business environment is more and more competitive, Taiwanese enterprises must keep pace with the development of new technologies in order to enhance their competitive advantages. In the process of introducing new technologies, employees’ intention to adopt the new technology plays a critical role on successfully launching the new technology. Hence, the purpose of this study is to explore the relation between transformational leadership and subordinates’ intention to adopt new technology and the mediating effect of self-efficacy on this relationship. The result of this study by collecting data (n=346) from 7 companies in Hsinchu county indicates that transformational leadership positively exerts its influences on subordinates’ intention to adopt new technology. In addition, the result also supports that self-efficacy fully mediates the relationship between transformational leadership and subordinates’ intention to adopt new technology. Further, the implications for management and the suggestions of further studies are discussed.

Keywords: Transformational Leadership, Self-Efficacy, Intent to Adopt New Technology

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世界各主要國家高速鐵路公司營運績效評估之研究

PERFORMANCE EVALUATION OF HIGH-SPEED RAILWAY COMPANIES IN MAJOR COUNTRIES WORLDWIDE

黃俊穎

健行科技大學企業管理系助理教授

吳泰熙

國立臺北大學企業管理系教授

簡呈企

台灣本田股份有限公司客戶服務處專員

Chun-Ying Huang

Assistant Professor, Department of Business Administration,
Chien Hsin University of Science and Technology

Tai-Hsi Wu

Professor, Department of Business Administration,
National Taipei University

Chen-Chi Chien

Specialist, Customer Service Division,
Honda Taiwan Company Limited

摘要

　　高速鐵路因為具有安全、快速且大量運輸旅客之特性，串起了城市與城市間更為緊密的溝通，目前已經成為各國政府在規劃其運輸網路的重要選項。由於興建高速鐵路的成本較一般鐵路高出許多，如何有效率地透過營運後的績效表現來盡速回收其在興建時期的投資成本，考驗著各國高速鐵路公司的營運管理能力。本文首先以國際鐵路聯盟（UIC）所公布之高速鐵路會員國進行資料蒐集，並參考相關文獻找出投入項變數、產出項變數、及環境變數以做為評估基礎。除了使用傳統資料包絡分析法來對世界各國高速鐵路公司之營運績效進行評比外，亦使用了三階段資料包絡分析法來排除環境因素對於受評單位可能帶來的干擾，以求算出更為公允之技術效率值。由分析結果來看，台灣高速鐵路公司三年平均之技術效率與純技術效率值雖然皆位於荷蘭與日本之後，但仍處於領先族群，優於南韓、德國、及法國等國。此外，我們比較排除環境因素前後之差異後發現，效率值確實有顯著之差異，例如排除環境變數導致之影響後，台灣高速鐵路公司三年之效率值皆為100%，顯示本文所選取之環境變數對於高速鐵路公司之營運效率有重大之影響，此項結果可做為其他即將投入高速鐵路產業之國家作為整體環境評估的參考。

關鍵字：高速鐵路、績效評估、資料包絡分析法、環境變數

ABSTRACT

　　Due to the characteristics of safety, high speed and capability of transporting high volume of passengers, high-speed railway has shortened the length of physical geography and played as a role of connectors between cities. It now has become the preference of governments around the world to design its transportation network. However, the cost of constructing a high-speed railway is very expense, how to turn into a benchmarking company is a very critical issue for every manager of high-speed-rail companies. This paper first applies the traditional data envelopment analysis (DEA) model, then emploies the three-stage DEA models to assess the performance of major high-speed-rail companies in the world. The effects of environmental factors to the performance of high-speed-rail companies are examined as well. Results from empirical analyses show that even the three-year average technical efficiency and pure technical efficiency of the Taiwan High Speed Rail Corporation (THSR) fall behind Netherlands and Japan, it is still better than South Korea, Germany, France and other countries. In addition, it is discovered that when environmental factors are excluded from the DEA model, the resulting performance scores are significantly better than the situation when they are included in the model. This indicates the environment variables we suggest in this paper have a significant impact on the operating efficiency of a high-speed-rail company.

Keywords: High-Speed Railways, Performance Evaluation, DEA, Environment Variable

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