第五章 結論與建議
第四節 後續研究方向
第四節 第四節 後續研究方向 後續研究方向 後續研究方向 後續研究方向
本研究為市場導向、新產品開發策略與新產品創新程度三者關係之實證研 究，另一方面，本研究所能探討的範圍有限，故此領域依舊有許多其他變數與 課題值得再加以探討與研究，現列示如下，提供作為後續研究之參考：
1. 應用於其他產業或其他製造產業：
本研究是以 2007 年台灣 1000 大製造業廠商為樣本，後續研究者可將此範 圍擴大至消費品產業、服務業，甚至是其他產業，藉以探討不同產業中，社會 資本與創意程度的構面是否會有所差異，而且不同製造產業亦有不同的特性，
本研究之架構不一定適用於其他製造產業，因此後續研究者可嘗試應用本研究 之架構在不同製造產業上，以進行驗證與分析的比較，瞭解本研究架構在其他 產業之適用程度。
2. 納入其他影響變數
研究模型中仍有其他變數會影響社會資本對新產品績效之結果，例如組織 中的部門整合(製造與設計功能上的整合、製造部門與行銷部門的合作)，而其他 的中介變數也可加以利用(例如，產品差異性、新產品的躍進)，未來在研究決策 上也可針對模型的簡效性與整合架構之間的抵換關係加入更多的變數做為考 量。
3. 社會資本核心要素
對社會資本過去許多研究皆認為信任與承諾是社會資本關係管理的核心要 素，並有助於企業與供應商之間彼此合作以發展關係。然而，本研究實證結果 卻發現，關係結構、認知、互信對其有顯著影響，但三者對於關係的互動涉入 卻無顯著的影響。由於企業與其供應商間關係的形成與培育需要長時間的累 積，因此建議後續研究者可再針對信任與承諾加以研究，以驗證其對於關係涉 入程度之影響。
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附錄 附錄 附錄 附錄A
研究 研究 研究
研究問卷內容 問卷內容 問卷內容 問卷內容
先生/小姐 惠鑑：
您好，本研究題目為『社會資本、創意與新產品優勢的實證研究』，目的是 檢驗社會資本對新產品創意、新產品行銷創意的影響作用以及新產品創意及新產 品行銷活動創意對新產品優勢的影響作用。素仰 貴公司卓著之聲望，企盼能獲得 您的鼎力協助，以 您的寶貴經驗提供我們學術與實務研究之參考。本問卷採匿名 方式，貴公司提供的資料僅供學術上統計分析之用，絕不做其他用途，敬請安心 填答。您的協助實有助於電子化之研究與產業之發展，懇請 您能於二週內回覆。
謹再次誠懇地請您幫忙並致上十二萬分的謝意！
順頌
鴻圖大展、順心遂意
中華大學 科技管理研究所
指導教授 田效文 博士 張世佳 博士 研 究 生 李歙明
第一 第一
第一 第一部分 部分 部分 社會資本 部分 社會資本 社會資本 社會資本
非 常 不 同 意 1
不 同 意
2 稍 微 不 同 意 3
沒 意 見
4 稍 微 同 意
5 同 意
6 非 常 同 意
7
1.貴公司與供應商在商業活動上存在著非常緊密 的合作關係
2.貴公司與供應商間存在直接的資訊系統連結 3.貴公司與供應商間的資訊系統具有高度相容性 4.貴公司會提供或投資供應商專屬資產或機器設 備
5.貴公司投資在供應商的資產或機器設備無法移 轉至其他公司使用
關係結構
6.貴公司在制定重大決策時，會優先考慮可能對供 應商的衝擊與影響
7.貴公司很樂意與供應商合作，且不會輕易中斷此 一合作關係
1.貴公司與供應商之間有高度的誠信性 2.貴公司與供應商之間能確實的進行溝通 3.貴公司與供應商之間總是能信守雙方的承諾 4.貴公司與供應商間經常進行面對面的溝通 5.貴公司與供應商透過各種合作，達到分享雙方的 資源與專業技術
6.貴公司與供應商透過各種合作，達到運用雙方的 互補性能力
關係互信
7.貴公司與供應商透過各種合作以整合不同的資 源與能力，以達到彼此的最大綜效
1.貴公司與供應商的合作關係具有一致性的期望 目標
2.貴公司與供應商的合作關係能分享與承擔共同 目標的推動成果
3.貴公司與供應商可相互配合對方的組織運作流 程
4.貴公司與供應商為強化彼此的合作模式，而願意 進行簽呈策略的適度調整與改變
關係認知
5.貴公司與供應商彼此願意共同付出努力，以獲取 企業的成功性
第二 第二
第二 第二部分 部分 部分 創意 部分 創意 創意 創意
非 常 不 同 意 1
不 同 意
2 稍 微 不 同 意 3
沒 意 見
4 稍 微 同 意
5 同 意
6 非 常 同 意
7 新奇性
1.貴公司在市場上深具突破式創新意義的新產品 2.貴公司經常提供市場上未曾出現且具創新概念 的產品
新產品創意 3.貴公司的新產品經常以非傳統技術以解決市場
現存產品的缺失 意義性
1.貴公司的新產品十分符合消費者的需求 2.貴公司的新產品十分符合消費者的期望
3.貴公司的新產品對消費者是有高度的使用價值 4.貴公司的新產品經常為了創造消費者需求而特 別設計
獨特性
1.貴公司的新產品與市場上的現存產品全然不同 2.貴公司的新產品與市場上的現存產品具獨特性
新奇性：請依貴公司最近一次產品的行銷活動為基礎，並以下列形容詞給予 適切的評估分數
非常不同意 非常同意
無趣的 1 2 3 4 5 6 7 有趣的
例行的 1 2 3 4 5 6 7 新鮮的
常見的 1 2 3 4 5 6 7 不常見的
無創意的 1 2 3 4 5 6 7 新奇的
平凡的 1 2 3 4 5 6 7 不平凡的
普通的 1 2 3 4 5 6 7 獨特的
模仿的 1 2 3 4 5 6 7 原創的
意義性：請依貴公司最近一次產品的行銷活動為基礎，並以下列形容詞給予 適切的評估分數
非常不同意 非常同意
老調重彈 1 2 3 4 5 6 7 引領潮流
一般性 1 2 3 4 5 6 7 開創性
無特殊性 1 2 3 4 5 6 7 業界楷模
非 常 不 同 意 1
不 同 意
2 稍 微 不 同 意 3
沒 意 見
4 稍 微 同 意
5 同 意
6 非 常 同 意
7 獨特性：請依貴公司最近一次產品的行銷活動為
基礎，並以同意程度進行評分
1.新產品廣告內容非常獨特
新產品行銷活動創意
2.新產品廣告內容與方式非常顛覆業界固有的傳 統模式