關鍵詞：知識管理、價值創造、新產品績效、顧客信任、產品特性 Abstract: In recentyears, Taiwan hasencountered afinancialcrisisandglobal economic downturn. In order tosurvivethe increasingly fierce competition, companieshavetoaccelerate the development of newproducts. The financialindustry is also facingthe same situation. In 2001, many financial institutions began tomerge. Thus, thecompetition becamemore intense. However, previous researchsuggested that development of new productsis noteasy in the financial industry. Therefore, the primary objective of thisstudy is to discuss how to improve the success of new product development. This research also investigates theassociation between knowledgemanagement andvalue creation, and their impact on new product performance. In addition, this study explores the moderating role of customer’strust andproduct characteristic in the relationship between value creation and new product performance. The data were collected between March 2013 and April 2013. A total of 202 valid questionnaires were analyzed. The results of this study are as follows: 1. Knowledge management has a significantpositive influence onvalue creation. 2. Value createhas a significantpositiveinfluenceonnew product performance. 3. Knowledge management has a significantpositive influence onnew product performance. 4.Value creation has mediating effect in the relationship between knowledge management and new product performance. 5.Customer’s trust moderates the relationship between value creation and new product performance . 6. Product characteristics moderate the relationship between value creation and new product performance.