顧客參與、產品創新程度、產品熟悉度與新產品開發績效之關聯

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Title:	顧客參與、產品創新程度、產品熟悉度與新產品開發績效之關聯
Other Titles:	The relationships among customer particpation, product innovativeness, degree of product newness with new product development performance
Authors:	沈意堯;Shen, Yi-Yao
Contributors:	淡江大學企業管理學系碩士在職專班吳坤山;Wu, Kun-Shan
Keywords:	顧客參與;產品創新程度;產品熟悉度;新產品開發績效;customer participant;product innovativeness;degree of product newness;New Product Development Performance
Date:	2017
Issue Date:	2018-08-03 14:49:48 (UTC+8)
Abstract:	工業4.0物聯網掀起電腦業、自動化及通訊業等三大產業融合，促使相關技術貫穿到整個生產鏈與供應鏈上，市場商業模式也從B2C逐漸改變為C2B，顧客參與已是未來參與製造的重要需求提出端，目前臺灣仍為全球筆記型電腦佔比最重的代工製造國家，有超過75%的筆記型電腦由台商進行代工，儘管筆記型電腦已進入成熟期，銷售量也受市場新產品剌激下滑，但筆記型電腦發展自1985年發展至今依然存在著，也代表著筆記型電腦仍有其不可取代的優勢存在，然而在現今快速變化的市場上要能領先群雄，也不再只是靠高品質、低成本和差異化，變化彈性與速度也是不可或缺的競爭要素。因此，本研究以筆記型電腦產業為研究對象，主要探討顧客參與、產品創新程度、產品熟悉度及新產品開發之間的關聯性。　　本論文之研究對象為台灣筆記型電腦製造供應鏈夥伴公司之工作者，採立意抽樣進行抽測，問卷調查期間自2017年1月1日起至2017年3月31日止，總計發放350份問卷，回收樣本數為320份，扣除無效樣本22份後，有效樣本為308份，有效樣本回收率為96.3%。透過敘述性統計、信度分析、效度分析及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下： 1、顧客參與對產品創新程度有顯著負向影響。 2、顧客參與對產品熟悉度有顯著正向影響。 3、顧客參與對新產品開發績效有顯著正向影響。 4、產品創新程度對產品熟悉度有顯著負向影響。 5、產品創新程度對新產品開發績效有顯著負向影響。 6、產品熟悉度對新產品開發績效有顯著正向影響。　　Industry 4.0 Internet of Things had raised the integration of computer, automation and communications industry. Which also push the relevant technology integration throughout the entire production chain as well as supply chain. The business model also changed from B2C to C2B. Customer participant is now become an important factor and is recognized as the key demand requester in future manufacturing. As of today Taiwan is still the world''s top notebook OEM country. More than 75% of the notebooks are made by Taiwanese Company. Although the notebook market had step into the maturity stage, sales going downward with the impact of new product launch, the development of notebook is still exist since 1985. It states that notebook has got the strength and cannot be replaced. In addition to high quality, low cost and differentiate, flexibility and speed are also critical factors to be able to be the leader in this rapid changing market. Therefore, my study is to find out if the support provided by customer participant, product innovativeness, degree of product newness with new product development performance have significantly influence in Taiwan notebook manufacturing supply chain. 　　The study object is Taiwan notebook manufacturing supply chain partner company. The sampling method adopted within this research is purposive sampling. Survey period from January 1, 2017 to March 31, 2017. Total 350 questionnaires were distributed and 320 copies returned. After removing the 22 invalid samples, there were 308 valid questionnaires remained so the effective response rate was 96.3%. Descriptive statistics, reliability, validity and partial least square from Structural Equation Modeling (SEM) methods were applied to examine the proposed research framework. After the empirical research, the major findings as follows: 1.Customer participation has significantly negative influence on product innovativeness. 2.Customer participation has significantly positive influence on degree of product newness. 3.Customer participation has significantly positive influence on performance of new product development 4.Product innovation has significantly negative influence on degree of product newness. 5.Product innovation has significantly negative influence on performance of new product development. 6.Degree of product newness has significantly positive influence on performance of new product development.
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