論文提要內容：
　　近年來，台灣遇到了金融海嘯和全球經濟衰退，因此企業生存也變得日益激烈，為了繼續存活下去，企業必須加快新產品的開發以求生存。而在金融業，也面臨同樣的情況。特別是台灣在2001年通過金融六法後，許多金融機構開始合併，因此，競爭已變得更為激烈。然而，根據以前的研究表明，在金融業，新產品推出後的績效是不容易達成的。因此，這項研究的主要目的是討論如何提高開發新產品推出後績效的成功。這項研究還探討了知識管理與價值創造之間的關聯，這兩者對於新產品績效的影響，目的希望能從知識的培養，銜接到研發新市場的能力與所推出的產品能更有效的去做結合，降低新產品推出的失敗率。此外，本研究也探討了顧客信任與產品特性在價值創造與新產品績效之間的干擾作用。並以國內各大金融業之工作者為研究對象，採便利抽樣的方式發放問卷，問卷收集其間為2013年3月至2013年4月，共計發放問卷達290份而共回收有效問卷202份去進行分析，這項研究的結果如下：
1.知識管理對價值創造有顯著正向的影響。
2.價值創造對新產品績效有顯著正向的影響。
3.知識管理對新產品績效有顯著正向的影響。
4.價值創造在知識管理與新產品績效之間具有中介效果。
5.顧客信任對價值創造與新產品績效之間具有干擾效果。
6.產品特性對價值創造與新產品績效之間具有干擾效果。

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.

目錄
目錄	I
表目錄	III
圖目錄	V
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	5
第四節　研究流程	5
第二章　文獻探討	7
第一節　知識管理	7
第二節　價值創造	13
第三節　新產品績效	16
第四節　顧客信任	19
第五節　產品特性	21
第六節　變數之間的推論及假說	22
第三章　研究方法與設計	27
第一節　研究架構	27
第二節　研究假設	28
第三節　變數定義與問卷設計	29
第四節　研究樣本來源	34
第五節　資料分析	35
第四章　資料分析與研究結果	39
第一節　敘述性統計	39
第二節　效度與信度分析	44
第三節　相關性分析	52
第四節　迴歸分析	54
第五節　階層迴歸分析	60
第六節　顧客信任之干擾效果分析	63
第七節　產品特性之干擾效果分析	65
第八節　研究假設驗證之結果	76
第五章　結論與建議	79
第一節　研究結論	79
第二節　管理意涵	82
第三節　研究限制與建議	84
參考文獻	86
參考附錄	98

表目錄
表 2-1 知識的定義........................................................................................................8
表 2-2 知識的分類........................................................................................................9
表 2-3 知識管理的定義.............................................................................................. 11
表 3-1 知識管理問項..................................................................................................30
表 3-2 價值創造問項..................................................................................................31
表 3-3 新產品績效問項..............................................................................................32
表 3-3 新產品績效問項(續) .......................................................................................33
表 3-4 顧客信任問項..................................................................................................34
表 3-5 前測專家學者之建議......................................................................................36
表 4-1 年齡次數分配表..............................................................................................39
表 4-2 職階次數分配表..............................................................................................40
表 4-3 公司所從事產業類型......................................................................................40
表 4-4 新金融產品種類..............................................................................................41
表 4-5 新金融產品開發團隊人數..............................................................................42
表 4-6 公司總人數......................................................................................................42
表 4-7 職稱..................................................................................................................43
表 4-8 教育程度..........................................................................................................43
表 4-9 各變數之BARTLETT 球形檢定及KMO 檢定..........................................45
表 4-10 知識管理構面之因素分析表........................................................................46
表 4-10 知識管理構面之因素分析表(續) .................................................................47
表 4-11 價值創造構面之因素分析表........................................................................48
表 4-12 新產品績效構面之因素分析表....................................................................50
表 4-13 顧客信任構面之因素分析表........................................................................51
表 4-14 各構面之信度分析表....................................................................................52
表 4-15 各構面之相關分析表....................................................................................53
表 4-16 知識管理子構面對價值創造子構面之銷售服務流程之迴歸分析表........55
IV
表4-17 知識管理子構面對價值創造子構面之產品發展之迴歸分析表................56
表 4-18 價值創造子構面對新產品績效子構面之市場績效之迴歸分析表............57
表 4-19 價值創造子構面對新產品績效子構面之專案績效之迴歸分析表............58
表 4-20 知識管理子構面對新產品績效子構面之市場績效之迴歸分析表............59
表 4-21 知識管理子構面對新產品績效子構面之專案績效之迴歸分析表............60
表 4-22 價值創造子構面銷售服務流程對知識管理與新產品績效層級迴歸分析表
.....................................................................................................................................61
表 4-23 價值創造子構面產品發展對知識管理與新產品績效層級迴歸分析表....63
表 4-24 價值創造對市場績效之層級迴歸分析表(顧客信任為干擾變數) .............64
表 4-25 價值創造對專案績效之層級迴歸分析表(顧客信任為干擾變數) .............65
表 4-26 價值創造之兩構面集群分析表....................................................................66
表 4-27 價值創造與產品創新性對市場績效之二因子變異數分析表....................66
表 4-28 價值創造與產品創新性對專案績效之二因子變異數分析表....................67
表 4-29 價值創造與產品創新附加價值對市場績效之二因子變異數分析表........68
表 4-30 價值創造與產品創新附加價值對專案績效之二因子變異數分析表........69
表 4-31 價值創造與產品實用性對市場績效之二因子變異數分析表....................70
表 4-32 價值創造與產品實用性對專案績效之二因子變異數分析表....................71
表 4-33 價值創造與產品潛在風險對市場績效之二因子變異數分析表................72
表 4-34 價值創造與產品潛在風險對專案績效之二因子變異數分析表................73
表 4-35 價值創造與產品違約風險對市場績效之二因子變異數分析表................74
表 4-36 價值創造與產品違約風險對專案績效之二因子變異數分析表................75
表 4-37 本研究假設驗證之結果................................................................................77
表 4-37 本研究假設驗證之結果(續) .........................................................................78

圖目錄
圖 1-1 研究流程圖........................................................................................................6
圖 2-1 價值創造模型..................................................................................................12
圖 2-2 價值鏈..............................................................................................................14
圖 3-1 研究架構..........................................................................................................27
圖 3-2 假設架構圖......................................................................................................28
圖 4-1 產品創新性對價值創造與市場績效交互作用圖..........................................67
圖 4-2 產品創新性對價值創造與專案績效交互作用圖..........................................68
圖 4-3 產品創新附加價值對價值創造與市場績效交互作用圖..............................69
圖 4-4 產品創新附加價值對價值創造與專案績效交互作用圖..............................70
圖 4-5 產品實用性對價值創造與市場績效交互作用圖..........................................71
圖 4-6 產品實用性對價值創造與專案績效交互作用圖..........................................72
圖 4-7 產品潛在風險對價值創造與市場績效交互作用圖......................................73
圖 4-8 產品潛在風險對價值創造與專案績效交互作用圖......................................74
圖 4-9 產品違約風險對價值創造與市場績效交互作用圖......................................75
圖 4-10 產品違約風險對價值創造與專案績效交互作用圖....................................76

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