外部跨組織整合對主動式、回應式市場導向與新產

The Effects of External Inter - Organizational Integration on Proactive Market Orientation, Responsive Market Orientation, and New Product Development Performance

本研究旨在探討旅遊網站使用者持續採用行為，以「期望確認理論」（Expectation Confirmation Theory，ECT）為基礎，並透過整理過去有關旅遊網站特性、科技採用與資訊系統成功的相關文獻，歸納出影響旅遊網站持續採用之相關因素，藉以提出一套能夠適用於旅遊網站情境之理論模式。在「期望確認理論」相關文獻中，尚未有研究以「背包客」（Backpackers）為研究對象來探討系統使用者之持續採用行為，本研究延伸期望確認理論之相關變數，以讓此理論應用在旅遊網站的情境上更臻完整。本研究以臺灣地區的背包客為研究對象，指非透過旅行社安排，曾經進行國內、外自助旅遊者為主，經由網路問卷的方式，共回收251 份有效問卷，並使用LISREL 軟體進行統計分析資料，結果顯示多數假說均獲得支持。本研究有以下發現：(1)旅遊網站品質特性（資訊品質、系統品質及服務品質）對「確認程度」有正向顯著之影響；(2)「確認程度」對旅遊網站使用特性（知覺有用性、知覺易用性）與「使用者滿意度」有正向顯著之影響；(3)旅遊網站使用特性（知覺有用性、知覺易用性）對「使用者滿意度」有正向顯著之影響；(4)旅遊網站使用特性（知覺有用性、知覺易用性）對「持續使用意願」沒有正向顯著之影響；(5)「使用者滿意度」對「持續使用意願」有正向顯著之影響。 最後，根據研究結果提供旅遊網站業者一些有效管理旅遊網站系統營運之實務建議。

In the competitive global market, due to the quickly changing of the environment, rapid improvement of customer’s various demands, the notion of market orientation has received a lot of attention on the issue of enhancing new product development performance over the past decades. To obtain the knowledge of market orientation, firms integrate the knowledge through inter-organizational or external inter-organizational integration. The aim of this study focused on the dimension of external inter-organizational integration of customer and supplier, to explore the relationships among proactive market orientation, responsive market orientation, and new product development performance. The objects of this study are the manufactures, which were from a list of the largest Taiwanese manufactures (2006) published by China Credit Information Service, Ltd. The data is collected through questionnaires. 518 questionnaires were delivered and 100 effective questionnaires were returned. The model and hypothesized relationship were empirically tested using the structural equation modeling (SEM) approach, supported by AMOS software. The results show that external inter-organizational integration positively affects proactive market orientation and responsive market orientation; proactive market orientation positively affects new product development performance. Also, external inter-organizational integration affects new product development performance through proactive market orientation, but not responsive market orientation.