第五章 實證分析及討論
第二節 研究貢獻
以學術的角度而言，本研究利用結構方程模式之方法，在模式配適度檢定上 分成兩種分析模式：一為測量模式(measurement model)，其以二階驗證性因素分析 之方法來進行模式檢測、另一為結構模式(structural model)，利用整體模式，及其 檢測模式之配適程度，去探討服務創新、市場導向、資訊科技採用三者間的配適 關係，對企業績效之影響，並利用問卷調查法進行驗證本研究所探討的問題，而 根據相關文獻的探討，國內鮮少研究著眼於此一面向，因此本研究所做的努力，
期待能對學術界有所貢獻。
以實務界的角度而言，一般企業基於成本上的限制，故所追求的目標不外乎 是以利潤極大化以及成本最小化為考量，要達到此一目標，其所牽涉到的影響因 素相當多，就服務創新、市場導向、資訊科技採用運用而言，三者皆對企業的營 運有相當大的影響，不論是只有服務創新的施行或者是市場導向、資訊科技採用 運用，皆不一定能保證必然的效益，更何況是三者間的策略配適運用，因此本研 究的相關研究成果，希冀能成為企業對於服務創新、市場導向、資訊科技採用相
第三節 研究限制與未來研究方向
本研究試圖找出服務創新、市場導向、資訊科技採用三者間的配適關係，對 企業績效之影響，在經過謹慎的研究後，發現尚存在著以下幾點之研究限制。
一、目前台灣具體實施服務創新的企業尚難以清楚界定，而企業內部在主導 服務創新的部門也並無一致。本研究主要以相關部門之高、中階主管為問卷對象，
但或許有其他主導服務創新之部門存在，而沒被確認出。
二、在樣本的選取上，主要是以中華徵信所( CCIS )2007 年台灣地區 5000 大 企業資訊科技採用之特性為考量進行探討，而並未對台灣中小型企業等族群進行 分群調查，故其研究結果可能無法全然適用於中小企業之製造業與服務業之型態。
除了上述研究限制外，基於相關的研究限制以及時空環境之因素，本研究提 出以下幾點未來可繼續努力的研究方向。
一、在許多探討關係企業組織的相關研究中發現，影響企業企業績效的因素 包括策略、結構、技術、文化及環境，這些因素皆會影響企業組織之運作，其中 又以結構以及策略相關的探討最為受到重視(Chandler, 1962)，且應用的範圍也較為 廣泛(Freel, 2000; Galbrain & Nathanson, 1979)，所以本研究僅以策略之要素作為本 研究探討的主軸，在日後可更進一步地討論到其他的要素或藉由不同領域，諸如 市場導向使用的文化、資訊科技應用的環境等，以使研究的內容更加完整
二、不同產業對於服務創新、市場導向、資訊科技採用三者間構面的配適關 係，對企業績效之影響可能皆有其特殊屬性，本研究僅對於整體是否之製造業及
三、本研究是採Venkatraman (1989)所提出之共變異模式來進行策適配適之檢 測，後續研究者可在利用其他五種所整理出定義的配適類型(如，調節變項模式、
中介變項模式、配合變項模式、形態離差變項模式、形態變項模式)。對於配適觀 點的詮釋與驗證方法各有不同，後續研究者可進一步透過不同的配適分析方法，
驗證服務創新、市場導向、資訊科技採用三者間的配適關係，對企業績效之影響，
將有助於後續研究者熟悉不同策略配適觀點之意涵釐清。
四、Gonzalez and Chiagouris(2007)之研究加入環境因素之構面作為調節變項，
探討市場導向對企業績效影響程度之因果關係。本研究僅探討服務創新、市場導 向、資訊科技採用三者間構面的配適關係，而並未考量其三構面之因果關係，有 待後續研究者進一步透過不同的方法加以驗證。
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