淡江大學覺生紀念圖書館 (TKU Library)
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系統識別號 U0002-2306201414345300
中文論文名稱 企業社會責任對新產品開發績效之影響-以產品特性、顧客導向為干擾變數
英文論文名稱 Influence of Corporate Social Responsibility on New Product Development Performance: Product Characteristics and Customer Orientation as Moderating Variables
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 102
學期 2
出版年 103
研究生中文姓名 王燕茹
研究生英文姓名 Yen-Ju Wang
學號 601610222
學位類別 碩士
語文別 中文
口試日期 2014-06-09
論文頁數 64頁
口試委員 指導教授-楊立人
委員-鄧為丞
委員-汪美伶
中文關鍵字 企業社會責任  品牌形象  新產品開發  專案 
英文關鍵字 Business social responsibility  Brand image  New product development  Project 
學科別分類
中文摘要 企業社會責任在西方國家落實多年,台灣為迎向國際市場逐漸重視企業社會責任,除了基本的企業公民道德外,民眾也開始關心企業是否有對社會盡一份心力;另一方面,台灣充斥著各種規模不等的企業,企業間彼此競爭激烈,尤其是科技產業,必須不斷的推陳出新才能滿足消費者,並維持住市場佔有率,新產品的開發在這種狀況下顯得相當重要。故在上述的研究背景下,本研究探討企業社會責任是否會影響新產品開發績效,並以品牌形象為中介變數。
本研究鎖定的抽樣對象為高科技產業從業人員,以網路問卷的方式發放,採取便利抽樣,收取的有效樣本為179份,並使用敘述統計分析、因素分析、信度分析、相關分析、迴歸分析、層級迴歸分析、集群分析與二因子變異數分析,結果分析如下:
一、企業社會責任對於品牌形象有正面的影響
二、品牌形象對於產品開發績效有正面的影響
三、企業社會責任對於產品開發績效有正面的影響
四、品牌形象對企業社會責任與產品開發績效之關係具有中介效果
五、產品開發的完成時間、產品開發持續的時間對於品牌形象與產品開發績效有正面的干擾效果
六、顧客導向對於品牌形象與產品開發績效有正面的干擾效果
英文摘要 Corporate social responsibility may be one of the major causes of new product development (NPD) project failure. However, many organizations ignore corporate social responsibility leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among corporate social responsibility, brand image, and NPD performance. The second objective was to evaluate the mediating effect of brand image on the relationship between corporate social responsibility and NPD performance. The third objective was to determine whether the impact of brand image on NPD performance was moderated by product characteristics. The forth objective was to determine whether the impact of brand image on NPD performance was moderated by customer orientation.
A total of 179 usable samples were retrieved and used for descriptive analysis, factor analysis, reliability analysis, construct validity, regression analysis and two-way analysis of variance (ANOVA). The research findings are presented as below:
1.Corporate social responsibility has positive impacts on Brand image.
2.Brand image has positive impacts on NPD performance.
3.Corporate social responsibility has positive impacts on NPD performance.
4.The relationship between Corporate social responsibility and NPD performance is full mediator by Brand image.
5.The relationship between Brand image and NPD performance is moderated by product characteristics.
6.The relationship between Brand image and NPD performance is moderated by Customer Orientation.
論文目次 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 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究範圍 4
第五節 研究流程 5
第二章 文獻探討 6
第一節 企業社會責任 6
第二節 品牌形象 11
第三節 新產品開發績效 14
第四節 產品特性 17
第五節 顧客導向 19
第六節 變數之間的推論及假說 20
第三章 研究方法與設計 23
第一節 研究架構 23
第二節 研究假設 24
第三節 變數定義與問卷設計 25
第四節 研究樣本來源 29
第五節 資料分析方法 29
第四章 資料分析與研究結果 32
第一節 敘述性統計 32
第二節 建構效度分析 37
第三節 信度分析 41
第四節 各構面之相關分析 41
第五節 迴歸分析 42
第六節 中介效果之層級迴歸分析 44
第七節 產品特性干擾效果 46
第八節 顧客導向干擾效果 49
第五章 結論 50
第一節 研究結論 50
第二節 管理意涵 52
第三節 研究限制 53
参考文獻 54
中文文獻 54
英文文獻 55
附錄一、 問卷 61
























表目錄
表2-1 企業社會責任全球國際標準 10
表2-2 品牌形象之定義 11
表2-3 BIEL(1992)品牌形象之分類 13
表2-4 專案之定義 14
表2-5 績效評估之構面 15
表3-1 企業社會責任衡量問項 25
表3-2 品牌形象衡量問項 26
表3-3 新產品績效問項 27
表3-4 產品特性問項 28
表3-5 顧客導向問項 28
表4-1 本研究受測者公司所屬類型產業次數分配表 33
表4-2 本研究受測者職位次數分配表 33
表4-3 本研究受測者之產品開發專案團隊人數次數分配表 33
表4-4 本研究受測者之公司總人數次數分配表 34
表4-5 本研究受測者年齡次數分配表 34
表4-6 本研究受測者教育次數分配表 35
表4-7 本研究受測者之產品開發的完成時間次數分配表 35
表4-8 本研究受測者之產品開發產品之種類次數分配表 35
表4-9 本研究受測者之產品開發的環境不確定性程度次數分配表 36
表4-10 本研究受測者之產品的創新程度次數分配表 36
表4-11 本研究受測者之產品開發的持續時間次數分配表 36
表4-12 本研究受測者之產品的複雜度次數分配表 37
表4-13 本研究受測者之產品總預算次數分配表 37
表4-14 各變數之BARTLETT球形檢定及KMO檢定 38
表4-15 企業社會責任之因素分析 39
表4-16 品牌形象之因素分析 40
表4-17 各構面之信度分析表 41
表4-18 各子構面之相關分析表 42
表4-19 環境保護、員工權益與資訊揭露透明化對品牌形象影響之迴歸分析 43
表4-20 功能性與象徵性對新產品開發績效影響之迴歸分析 43
表4-21 環境保護、員工權益與資訊揭露透明化對新產品開發績效影響之迴歸分析 44
表4-22 品牌形象對企業社會責任的各個構面與專案績效之層級迴歸分析表 45
表4-23 品牌形象集群分析結果表 46
表4-24 品牌形象與完成時間對市場績效之二因子變異數分析表 47
表4-25 品牌形象與創新程度對新產品開發績效之二因子變異數分析表 48
表4-26 品牌形象子構面對新產品開發績效之層級迴歸分析表 49























圖目錄

圖1-1 研究流程圖 5
圖2-1 CARROLL’S(1991)企業社會責任金字塔模型 9
圖3-1 研究架構 23
圖3-2 研究假設架構 24
圖4-1 產品開發的完成時間對品牌形象與新產品開發績效間之干擾效果分析 47
圖4-2 產品開發持續的時間對品牌形象與新產品開發績效間之干擾效果分析 48

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