A Study on Virtual Public Opinion Affecting New Product Development ─ Online Market as an Example
吳宗翰、鍾育明
E-mail: [email protected]
ABSTRACT
Due to the development of the Internet makes the flow of information with the past very different ways, but also because of
customers awareness of the rise in re-cent years, the customers may propose many opinion on the products or quality of service, and it spreads through the Internet (virtual public opinion) doesn’t constraint by time and space, the rate of spread farther faster than traditional public opinion. Therefore, business must to interact with customers, understand customers needs, and acquire the market information for new product development to reduce uncer-tainty and improve their competitive advantage. Literature mentioned customers participate in the new product development (NPD) can enhance the success rate, performance, development speed, but customers participate can use many different ways, this study will explore customers interact through the Internet will also affect or not the new product development.
In this study, issued a questionnaire in order to understand the interaction with virtual public opinion in the new product development, and to understand the busi-ness performance. After analysis of statistical methods, this study got the business
interaction with virtual public opinion also affect NPD, and the NPD success and business performance will also significant growth.
Keywords : new product development (NPD)、virtual public opinion、business performance Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．．． 1 第二節 研究問題與目的．．．．．．．．．．．．． 6 第三節 研究範圍．．．．．．．．．．．．．．．． 8 第四節 研究流程．．．．．．．．．．．．．．．． 9 第二章 文獻回顧．．．．．．．．．．．．．．．．．． 10 第一節 虛擬輿論．．．．．．．．．．．．．．．． 10 第二節 新產品開發．．．．．．．．．．．．．．．． 11 第三節 企業績效．．．．．．．．．．．．．．．． 30 第三章 研究設計與方法．．．．．．．．．．．．．．． 34 第一節 研究架構．．．．．．．．．．．．．．．． 34 第二節 研究假設．．．．．．．．．．．．．．．． 35 第三節 研究變數之操作型定義．．．．．．．．．．． 38 第四節 研究設計．．．．．．．．．．．．．．．． 40 第五節 資料分析方法．．．．．．．．．．．．．． 46 第四章 資料分析．．．．．．．．．．．．．．．．．． 48 第一節 敘述性統計資料分析．．．．．．．．．．． 48 第二節 信度與效度分析．．．．．．．．．．．．． 51 第三節 各變數關係影響檢定．．．．．．．．．．． 53 第五章 結論與建議．．．．．．．．．．．．．．．．．． 60 第一節 研究結論．．．．．．．．．．．．．．．． 60 第二節 研究發現．．．．．．．．．．．．．．．． 63
第三節 研究限制．．．．．．．．．．．．．．．． 64 第四節 未來研究方向．．．．．．．．．．．．．． 64 參考文獻 ．．．．．．．．．．．．．．．．．．．．．． 65 附錄 研究問卷．．．．．．．．．．．．．．．．．．． 92
表目錄
表 1- 1 研究流程．．．．．．．．．．．．．．．．．．．． 9 表 2- 1 企業NPD與顧客關係管理．．．．．．．．．．．．．． 16 表 2- 2 顧客對NPD績效影響．．．．．．．．．．．．．．．． 20 表 2- 3 BPR與顧客之關係．．．．．．．．．．．．．．．． 25 表 2- 4 衡?新產品開發績效指標採用比?．．．．．．．．． 32 表 2- 5 SERVQUAL構面．．．．．．．．．．．．．．．．．． 31 表 3- 1 外界資訊(虛擬輿論)參與問卷題項．．．．．．．．．． 41 表 3- 2 NPD優勢問卷題項．．．．．．．．．．．．．．．． 42 表 3- 3 NPD研發問卷題項．．．．．．．．．．．．．．．． 43 表 3- 4 企業績效問卷題項．．．．．．．．．．．．．．．． 44 表 4- 1 問卷基本資料．．．．．．．．．．．．．．．．．． 48 表 4- 2 外界資訊(虛擬輿論)互動題項值．．．．．．．．．． 49 表 4- 3 NPD題項值．．．．．．．．．．．．．．．．．．． 50 表 4- 4 企業績效題項值．．．．．．．．．．．．．．．．． 51 表 4- 5 本研究問卷信度與效度分析．．．．．．．．．．．． 52 表 4- 6 本研究問卷因素分析．．．．．．．．．．．．．．． 52 表 4- 7 各構面皮爾森相關係數之分析．．．．．．．．．．． 53 表 4- 8 外界資訊(虛擬輿論)與NPD迴歸檢定．．．．．．．． 54 表 4- 9 NPD對企業績效迴歸檢定．．．．．．．．．．．．．． 55 表 4- 10 NPD與企業績效成本、品質、利潤、速度迴歸檢定．．． 56 表 4- 11 外界資訊(虛擬輿論)對企業績效迴歸檢定．．．．．． 58
表 4- 12 外界互動(虛擬輿論)與NPD對企業績效階層迴歸檢定．．．．．．．．．．．．．．．．．．．．．． 58 表 5- 1 本研究假設驗證結果．．．．．．．．．．．．．．． 61
圖目錄
圖 1- 1 至2008年3月上網人口統計圖．．．．．．．．． 4 圖 1- 2 企業使用網路互動平台情形．．．．．．．．．． 5 圖 2- 1 新產品類型．．．．．．．．．．．．．．．．．． 12 圖 2- 2 市場導向．．．．．．．．．．．．．．．．．．． 15 圖 2- 3 市場導向、競爭優勢與企業績效．．．．．．．．． 18 圖 2- 4 新產品開發流程．．．．．．．．．．．．．．．． 23 圖 2- 5 衡?新產品開發績效指標採用比?．．．．．．．． 31 圖 3- 1 研究架構．．．．．．．．．．．．．．．．．．． 35 REFERENCES
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