在知識經濟的時代以及全球化的發展下，如何維持企業的競爭優勢成為一個重要的議題。而本研究目的在於利用資料探勘的方式探討創業者以及社會大眾的內蘊特質，對其創業或是生活滿意度與創新行為之差異，本研究擬以資料探勘的方式使用SPSS Clementine 11.1，應用其關聯法則、Apriori演算法以及SPSS軟體，以問卷方式瞭解創業者與社會大眾在創新行為之組成，如才能與人格特質、成長環境之關聯性。研究結果：(1)個體之成長環境與其現在創新行為有關聯；(2)(3)不論是社會大眾或是創業者，幸福感對其創業以及生活滿意度具有影響力；(4)邏輯與判斷能力是測量創新行為的重要因素等。

It has been an issue on the desk for all kinds of industries to maintain their competition strength in an global-competitive age of knowledge economics. The study is intended to Data Mining Research Methods for using in a way through the Data Mining SPSS Clementine 11, application of the association rules, Apriori algorithm and analysis of the use of software. Research target for exploring ways through questionnaires and data mining the traits of entrepreneurs and non-entrepreneurs, what involve Competencies , Growth environment and Personality Traits. The results showed that the correlation between (1)individual growth environment and innovation behavior；(2) happiness and quality of live；(3) happiness and  quality of enterprise ；(4)Logic & Judge is most important factor of innovation behavior.

第一章 緒論 .................................................................................................... 1
第一節 研究背景與動機 .......................................................................... 1
第二節 研究目的 ...................................................................................... 4
第三節 研究流程 ...................................................................................... 5
第二章 文獻探討 .............................................................................................. 6
第一節 創新行為 ...................................................................................... 6
第二節 創業家精神 ................................................................................ 19
第三節 才能 ............................................................................................ 24
第四節 人格特質 .................................................................................... 30
第三章 研究方法 .......................................................................................... 40
第一節 研究設計與架構 ........................................................................ 40
第二節 研究對象及抽樣方法 ................................................................ 41
第三節 研究工具 .................................................................................... 43
第四節 資料分析方法 ............................................................................ 45
第五節 樣本前測分析 ............................................................................ 48
第六節 因素分析 .................................................................................... 60
第四章 資料分析 ............................................................................................ 68
第一節 信度分析 .................................................................................... 68
第二節 樣本結構分析 ............................................................................ 73
第三節 效標關聯分析 ............................................................................ 78
第四節 集群分析 .................................................................................... 79
第五節 效度分析 .................................................................................... 81
第六節 創業滿意度與創業精神之探勘 ................................................ 82
第七節 才能與人格特質之對應分析 .................................................... 95
第五章 結論與建議 ...................................................................................... 111
第一節 研究結論 ................................................................................... 111
第二節 實務建議 ...................................................................................119
第三節 研究限制與後續研究建議 ...................................................... 120
參考文獻 ...................................................................................................... 122
一、中文文獻 ............................................................................................ 122
二、英文文獻 ............................................................................................ 124

表目錄
表1-1 2004年至2009年中小企業產業部門及主要行業家數比率 ........... 2
表1-2 2009年中小企業地區家數分布情形 ................................................. 2
表2-1 創造力之定義 ...................................................................................... 7
表2-2 創新之定義與看法 .............................................................................. 9
表2-3 創新矩陣 ............................................................................................ 13
表2-4 創新行為量表之演進 ........................................................................ 15
表2-5 學者引用Scott and Bruce創新行為個人量表之相關研究 ............ 16
表2-6 創業家精神定義一覽 ........................................................................ 20
表2-7 才能之定義一覽 ................................................................................ 28
表2-8 才能構陎對照表 ................................................................................ 29
表2-9 國內外學者對人格特質定義的看法 ................................................ 31
表2-10 常見的人格特質分類彙整 ................................................................ 33
表2-11 五大人格特質高低分特性概要 ........................................................ 38
表3-1 各產業中小企業家數比率 ................................................................ 41
表3-2 各地區人口比率 ................................................................................ 41
表3-3 問卷回收概要 .................................................................................... 42
表3-4 量表前測基本資料表 ........................................................................ 48
表3-5 知識管理構陎修正後信度一覽 ........................................................ 49
表3-6 能力構陎信度一覽 ............................................................................ 50
表3-7 能力構陎修正後信度一覽 ................................................................ 53
表3-8 態度構陎信度一覽 ............................................................................ 56
表3-9 態度構陎修正後信度一覽 ................................................................ 58
表3-10 知識構陎之KMO與Bartlett檢定表 .............................................. 60
表3-11 知識管理因素之解釋變異量 ............................................................ 61
表3-12 能力構陎之KMO與Bartlett檢定表 .............................................. 62
表3-13 能力因素之解釋變異量 .................................................................... 63
表3-14態度構陎之KMO與Bartlett檢定表 ............................................... 65
表3-15態度因素之解釋變異量 ..................................................................... 66
表4-1 知識構陎信度 .................................................................................... 68
表4-2 能力構陎信度 .................................................................................... 69
表4-3 態度構陎信度 .................................................................................... 71
表4-4 樣本組成結構統計分析 .................................................................... 74
表4-5 本研究各變數與創新行為之相關係數 ............................................ 78
-V-
表4-6 創業者集群分析之各群得分狀況一覽 ............................................ 79
表4-7 社會大眾集群分析之各群得分狀況一覽 ........................................ 80
表4-8 專家訪談名單 .................................................................................... 81
表4-9 創業者創新行為與個人背景之關聯分析 ........................................ 85
表4-10 創業滿意度與個人家庭背景關聯分析 ............................................ 88
表4-11 社會大眾創新行為之關聯性分析 .................................................... 91
表4-12 社會大眾生活指標(滿意度)之關聯分析 ......................................... 93
表4-13 創業者人格特質 * 才能分群交叉表 .............................................. 95
表4-14 創業者才能、人格特質在兩個維度的座標點 ................................ 96
表4-15 「次佳型才能型」與「友善性」群組之樣本結構 ........................ 98
表4-16 「最佳型才能群」與「嚴謹性」之樣本組成結構 ........................ 99
表4-17 各群組於創新行為與創業滿意度之表現一覽 ............................100
表4-18 社會大眾人格特質 * 社會大眾才能分群 交叉表 ....................101
表4-19 社會大眾才能、人格特質在兩個維度的座標點 ........................103
表4-20 「一般才能群」與「情緒穩定性」群組之樣本組成結構 ..........104
表4-21 「中才能群」與「友善性」群組之樣本成本結構 ......................105
表4-22 「高才能群」、「外向性」與「嚴謹性」之樣本組成結構 ..........106
表4-23 各群組於創新行為與創業滿意度之表現一覽 ............................107 

圖目錄
圖1-1 全球網路人口成長一覽 ...................................................................... 1
圖1-2 研究流程 .............................................................................................. 5
圖2-1 創業家矩陣圖 .................................................................................... 18
圖2-2 資料、資訊、知識以及知識之間的層次與關係 ............................ 25
圖3-1 研究架構 ............................................................................................ 40
圖4-1 SPSS Clementine 11.1 資料分析串流 .............................................. 73
圖4-2 創新行為之樹型圖 ............................................................................ 82
圖4-3 創業者創新行為樹型圖 .................................................................... 84
圖4-4 創業者創新能力與個人背景蛛網圖(調整後) ................................. 86
圖4-5 創業滿意度因素樹型圖 .................................................................... 87
圖4-6 創業滿意度與個人背景蛛網圖(調整後) ......................................... 89
圖4-7 社會大眾創新行為之迴歸樹 ............................................................ 90
圖4-8 社會大眾創新行為蛛網圖(調整後) ................................................. 92
圖4-9 社會大眾生活指標滿意度之迴歸樹 ................................................ 92
圖4-10 社會大眾生活指標(滿意度)蛛網圖(調整後) .................................. 94
圖4-11 創業者才能、人格特質之對應分析圖 ............................................ 97
圖4-12 創業者群組於創新行為之表現 ......................................................100
圖4-13 創業者群組於創業滿意度指標之表現 ..........................................100
圖4-14 社會大眾擁有之才能、人格特質之對應分析圖 ..........................103
圖4-15 社會大眾群組於創新行為之表現 ..................................................108
圖4-16 社會大眾群組於生活滿意度指標之表現 ......................................108
圖4-17 創業者與社會大眾之比對 .............................................................. 110
圖5-1 創業者之創新行為成因與關聯一覽 .............................................. 113
圖5-2 創業者之創業滿意度成因與關聯一覽 .......................................... 114
圖5-3 社會大眾之創新行為成因與關聯一覽 .......................................... 116
圖5-4 社會大眾之創新行為成因與關聯一覽 .......................................... 117
圖1 創業者創新行為與個人背景蛛網圖(調整前) ..............................135
圖2 創業滿意度與個人背景蛛網圖(調整前) ......................................135
圖3 社會大眾生活指標(滿意度)與個人背景蛛網圖(調整前) ............136
圖4 社會大眾創新行為與個人背景蛛網圖(調整前) ..........................136

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