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系統識別號 U0002-2107201017170700
中文論文名稱 相對功能認同對研發與行銷部門間溝通影響之研究
英文論文名稱 Enhancing Communication Between R&D and Marketing: The Moderating Role of Relative Functional Identification
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生中文姓名 鍾欣道
研究生英文姓名 Hsin-Tao Chung
學號 694450643
學位類別 碩士
語文別 中文
口試日期 2010-06-11
論文頁數 55頁
口試委員 指導教授-白滌清
共同指導教授-沈景茂
委員-吳錦松
委員-趙慕芬
中文關鍵字 相對功能認同  整合性目標  威迫式影響的企圖  知覺關係效果 
英文關鍵字 Relative Functional Identification(RFI)  Integrated Goals  Coerciveness of Influence Attempts  Perceived Relationship Effectiveness 
學科別分類 學科別社會科學管理學
中文摘要 面對現今急劇變化的外在競爭環境,如何有效作好內部各功能部門間的整合,是企業能否迅速應變以維持競爭優勢的關鍵因素之一,而在高科技公司中研發與行銷兩部門間的溝通與合作更是顯得格外重要。
本研究由社會心理學的觀點出發,提出相對功能認同(relative functional identification, RFI)構念作為中介變數。探討研發部門主管在心理上,相對於整體公司,對其所屬部門之功能認同的強度(即RFI),在溝通行為中的調節角色,並進一步探討溝通行為導致溝通結果的成效。故本研究的主要研究目的有二:首先探討在相對功能認同之調節下,強化溝通策略對溝通行為效果之影響。進一步探討溝通行為對溝通成果之影響。
研究結果顯示:一、整合性目標強化三種溝通行為的效果上,相對功能認同的調節作用有顯著的正向影響。亦即相對功能認同度高的部門主管,整合性目標強化雙向溝通的效果會越顯著。二、資訊分享的規範強化三種溝通行為的效果上,相對功能認同的調節作用並無顯著的影響。三、溝通頻率的增加能明顯的提高部門間的知覺關係效果,但是並無法有效的提高對彼此提供資訊的利用,也無法對於新產品的績效提供明顯的幫助。四、雙向溝通的增加對於知覺關係效果、資訊利用與新產品績效等三種溝通成果都能有顯著的正向影響。五、威迫式影響的企圖的提高對於兩部門間的知覺關係效果與新產品績效都會有顯著的負面影響,但是對於資訊的利用則不會有顯著的負面影響。
英文摘要 Using research in social psychology, this study illustrate how two key routes to improve communication between R&D and marketing are dependent on the strength of managers’ psychological connection to their functional area compared to the firm as a whole (i.e. relative functional identification). In particular, this research assume that relative functional identification moderates the relationship between strategies traditionally used to affect interfunctional relationships (information-sharing norms and integrated goals) and the frequency, bidirectionality, and coerciveness of interfunctional communication behaviors. In turn, these communication behaviors are linked to perceived relationship effectiveness, information usage, and new product performance.
The findings of this research are as following: First, the positive effect of integrated goals on all three communication behaviors are stronger for high-RFI managers than for low-RFI managers. Second, no significant RFI moderator effect shown on information-sharing norms encouraging all three communication behaviors. Third, communication frequency have significant positive effect only on perceived relationship effectiveness but no significant effect on other two communication outcomes. Fourth, bidirectionality have significant positive effect on all three communication outcomes. Fifth, coerciveness of influence attempts have significant negative effect on perceived relationship effectiveness and new product performance but no significant effect on information usage.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 III
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第二章 文獻探討 5
第一節 強化溝通策略 5
第二節 溝通行為 7
第三節 相對功能認同(RFI) 9
第四節 溝通成果 13
第三章 研究設計 17
第一節 研究架構與假說 17
第二節 變數定義與衡量 19
第三節 研究工具與研究對象 25
第四節 資料分析方法 26
第四章 資料分析與結果 28
第一節 基本資料分析 28
第二節 強化溝通策略對溝通行為之影響 30
第三節 溝通行為對溝通成果之影響 36
第四節 假說檢定結果 41
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究建議 46
參考文獻 48
附錄:本研究問卷 53

表目錄
表1-1 研發與行銷的刻板印象 2
表1-2 本研究與Fisher等學者研究對照表 3
表4-1 樣本特性描述 29
表4-2 各構面信度分析 30
表4-3 強化溝通策略對溝通頻率之交互作用迴歸分析 32
表4-4 強化溝通策略對雙向溝通之交互作用迴歸分析 34
表4-5 強化溝通策略對威迫式影響的企圖交互作用迴歸分析 36
表4-6 溝通行為對知覺關係效果之多元迴歸分析 37
表4-7 溝通行為對資訊利用之多元迴歸分析 39
表4-8 溝通行為對新產品績效之多元迴歸分析 40
表4-9 本研究假說檢定結果 41
圖目錄
圖3-1研究架構 17
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