在知識經濟及瘋創業的時代驅使下，商業工具普遍被企業界運用，尤其對目前創業環境而言，新穎的技術、創新的價值主張，若無商業產值將不被受重視，這些都是新生代創業所面臨的困難與挑戰；特別是人們總是追求時髦新穎的產品，該如何善用關鍵資源以提高生產力、鎖定目標客層滿足消費者的需求，以降低開發成本和提升市場績效，成為了現今企業最重要的關鍵因素。此外，過去文獻大多在探討單一個案公司的商業模式畫布並進行改善，但對於採用商業模式應用之量表的相關研究相對稀少。因此，本研究欲探究商業模式應用及新產品市場績效之間的關係，並加入產品創新程度和產品特性來探討之間的干擾效果。
本研究採用SPSS 22.0統計軟體作為分析工具，以便利抽樣之方式收集文化創意產業、製造業為樣本，分別以因素分析、信度分析、層級迴歸分析、干擾效果分析等方法來進行實證分析，驗證本研究提出之各項假設。問卷發放期間為2020年3月至2020年4月初，共計五週，最終回收之有效問卷為162份。
本研究結果如下： 
1. 商業模式應用對新產品市場績效有顯著正向之影響。
2. 產品創新程度對商業模式應用與新產品市場績效之關係具有干擾效果。
3. 產品特性對商業模式應用與新產品市場績之關係具有干擾效果。

With the rise of the knowledge economy and entrepreneurship, business tools are generally used by enterprises. Especially for the current business environment, the latest technology and innovation will not be valued without commercial activities.  These are the difficulties and challenges facing by the entrepreneurship, in particular, people are always pursuing fashionable and novel products. The main resources of improving productivity, identified target group to avoid excessive development costs and improve market performance have become the key factor for business. In addition, most of the literature was discussing and improving the business model canvas, comparatively little research has focus on the scale of business model application. Therefore, this study focuses on the relationship between business model application and new product market performance, product innovativeness and product characteristics are added to explore the level of interference. 
In this study, SPSS 22.0 was used to analysis the sample of cultural and manufacturing industries. Factor analysis, reliability analysis, and hierarchical regression analysis, interference analysis and other methods were applied to verify the hypotheses proposed in this study. The questionnaire is distributed from March 2020 to early April 2020, for five weeks, and total 162 valid questionnaires were recollected.
The results of this study are as follows： 
1. The application of business models has a significant positive impact on the market performance of new products.
2. The degree of product innovation has positive interference on the relationship between the application of business models and the performance of new product markets.
3. Product characteristics have a certain degree of influence on the relationship between business model application and new product market performance.

目錄
目錄	I
表目錄	III
圖目錄	VI
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	研究範圍	4
第四節	研究流程	4
第二章	文獻探討	6
第一節	商業模式概念與意涵	6
第二節	商業模式畫布	9
第三節	新產品市場績效	13
第四節	產品創新程度	16
第五節	產品特性	21
第六節	研究假設發展	23
第三章	研究方法與設計	26
第一節	研究架構	26
第二節	研究假設	27
第三節	變數定義與問卷設計	27
第四節	研究樣本來源	34
第五節	資料分析方法	35
第四章	資料分析與研究結果	38
第一節	敘述性統計	38
第二節	因素分析與信度分析	47
第三節	信度分析	55
第四節	相關性分析	56
第五節	迴歸分析	59
第六節	產品創新程度之干擾效果分析	64
第七節	產品特性之干擾效果分析	72
第八節	研究假設驗證之結果	87
第五章	結論與建議	92
第一節	研究結論	92
第二節	管理意涵	93
第三節	研究限制與建議	95
參考文獻	96
中文文獻	96
英文文獻	97
網頁資料	104
附錄：研究問卷	105

 
表目錄
表 2-1商業模式之定義	7
表 2-2商業模式九大構面之相關文獻	11
表 2-3新產品市場績效之衡量指標	14
表 2-4產品創新程度相關文獻	17
表 2-5新產品創新程度分類	19
表 3-1商業模式衡量問項	28
表 3-2新產品市場績效衡量問項	31
表 3-3產品創新程度衡量問項	33
表 3-4產品特性衡量問項	34
表 3-4前測專家之建議	35
表 4-1公司所屬產業類型次數分配表	39
表 4-2工作內容(職務)次數分配表	40
表 4-3職位次數分配表	40
表 4-4年齡次數分配表	41
表 4-5教育程度次數分配表	41
表 4-6產品所屬類型次數分配表	42
表 4-7產品種類次數分配表	43
表 4-8產品新穎度次數分配表	43
表 4-9產品複雜度次數分配表	44
表 4-10產品開發環境不確定性次數分配表	44
表 4-11產品總預算次數分配表	45
表 4-12產品開發專案團隊人數次數分配表	45
表 4-13產品開發完成時間次數分配表	46
表 4-14產品開發持續時間次數分配表	46
表 4-15各變數之BARTLETT球形檢定及KMO檢定	47
表 4-16商業模式應用構面之因素分析表	49
表 4-17新產品市場績效構面之因素分析表	51
表 4-18各構面之信度分析表	55
表 4-19各構面之相關性分析表	56
表 4-20商業模式應用子構面對新產品市場績效構面之迴歸分析表	60
表 4-21商業模式應用子構面對顧客滿意度構面之迴歸分析表	61
表 4-22商業模式應用子構面對科技與技術績效構面之迴歸分析表	62
表 4-23商業模式應用子構面對速度績效構面之迴歸分析表	63
表 4-24商業模式應用構面對新產品市場績效構面之層級迴歸分析表	65
表 4-25關鍵資源構面對新產品市場績效構面之層級迴歸分析表	66
表 4-26收益流構面對新產品市場績效構面之層級迴歸分析表	67
表 4-27目標客群構面對新產品市場績效構面之層級迴歸分析表	68
表 4-28顧客需求構面對新產品市場績效構面之層級迴歸分析表	69
表 4-29成本結構構面對新產品市場績效構面之層級迴歸分析表	70
表 4-30通路構面對新產品市場績效構面之層級迴歸分析表	71
表 4-31商業模式應用之六構面集群分析表	72
表 4-32商業模式應用與產品種類對顧客滿意度之二因子變異數分析表	73
表 4-33商業模式應用與產品種類對科技與技術績效之二因子變異數分析表	74
表 4-34商業模式應用與產品種類對速度績效之二因子變異數分析表	74
表 4-35商業模式應用與產品新穎度對顧客滿意度之二因子變異數分析表	75
表 4-36商業模式應用與產品新穎度對科技與技術績效之二因子變異數分析表	76
表 4-37商業模式應用與產品新穎度對速度績效之二因子變異數分析表	76
表 4-38商業模式應用與產品複雜度對顧客滿意度之二因子變異數分析表	77
表 4-39商業模式應用與產品複雜度對科技與技術績效之二因子變異數分析表	78
表 4-40商業模式應用與產品複雜度對速度績效之二因子變異數分析表	78
表 4-41商業模式應用與環境不確定性對顧客滿意度之二因子變異數分析表	79
表 4-42商業模式應用與環境不確定性對科技與技術績效之二因子變異數分析表	80
表 4-43商業模式應用與環境不確定性對速度績效之二因子變異數分析表	80
表 4-44商業模式應用與產品總預算對顧客滿意度之二因子變異數分析表	81
表 4-45商業模式應用與產品總預算對科技與技術績效之二因子變異數分析表	82
表 4-46商業模式應用與產品總預算對速度績效之二因子變異數分析表	82
表 4-47商業模式應用與產品開發完成時間對顧客滿意度之二因子變異數分析表	83
表 4-48商業模式應用與產品開發完成時間對科技與技術績效之二因子變異數分析表	84
表 4-49商業模式應用與產品開發完成時間對速度績效之二因子變異數分析表	84
表 4-50商業模式應用與產品開發持續時間對顧客滿意度之二因子變異數分析表	85
表 4-51商業模式應用與產品開發持續時間對科技與技術績效之二因子變異數分析表	87
表 4-52商業模式應用與產品開發持續時間對速度績效之二因子變異數分析表	87
表 4-53本研究假設驗證之結果	88

 
圖目錄
圖 1-1商業模式所處的環境	2
圖 1-2研究流程圖	5
圖 2-1商業模式核心價值	8
圖 2-2商業模式邏輯層次	8
圖 2-3商業模式畫布	9
圖 3-1研究架構	26
圖 4-1因素分析後之研究架構圖	52
圖 4-2產品開發持續時間對商業模式應用與顧客滿意度的交互作用圖	86

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網頁資料
1. 經濟部中小企業(2019年9月16日)。《2019台灣新創生態圈大調查報告》發布，聚焦新創國際化發展以及創業能力養成等關鍵議題。
上網日期：2019年9月17日。
取自網址：https://www.moeasmea.gov.tw/article-tw-2276-4613