誰能跳脫潮流壓力？潮流效應與組織學習對新科技進入之影響

Who can Jump out the Bandwagon Pressure?-- The Bandwagon Effect and Learning Effect on New Technology Entry

當組織決定是否要採取某種創新時，經常會受到周遭組織是否也採行此創新行動影響。根據潮流壓力觀點，如果組織正在考慮的行動方案，已經有許多組織正在採取中，則這些組織會對該組織的行動決策形成潮流壓力，進而使該組織採行相似的行動。然而，有部分組織則抗拒周遭組織所廣為採行的行動，這些不一致的現象，意味著可能存在某些情境因素，會改變潮流壓力對組織的影響力。過去研究發現，過去經驗是組織對抗環境潮流壓力的重要影響因素。因此，本研究以台灣醫療產業中醫院之新科技進入為研究對象，採次級資料之縱貫性研究，探討潮流壓力、及學習經驗與潮流壓力間的互動關係對組織行動的影響。研究結果發現，潮流效應對新科技進入有顯著的正向影響；而不同的學習型態則使組織對潮流壓力產生不同的策略回應：累積利用型經驗、本身的失敗經驗、及其他組織的失敗與成功經驗顯著削弱潮流效應的影響，而相反的，自身的成功經驗卻加強潮流效應的影響力。

A Firm often depended on the numbers of others, which had adopted an innovation, to decide whether it adopted an innovation or not. According to the bandwagon theory, the more numbers of innovation adopters led to the greater bandwagon pressure, and it can force a firm to adopt the same innovation. However, some researchers find that a part of firms can drop out the bandwagon, but why? Past studies found that some important factors, which included organizational experiences and competences, can depart from bandwagon and change a degree of the bandwagon pressure on organizational innovation. Therefore, this study combined bandwagon theory with organizational learning theory to explore interactions effect between bandwagon pressure and different types of learning experiences, which included explorative vs. exploitative learning and success vs. failure learning, on new technology entry. This study applied a longitudinal research design and used the secondary data from governmental archives, and the research target is an entry into new medical technology of hospitals in Taiwan between 1999 and 2002. Therefore, this study aimed to examine bandwagon pressure and also examine moderating effect of different types of internal learning experiences (explorative vs. exploitative learning, success vs. failure learning) on the relationship between the bandwagon pressure and new technology entry. In addition, it examined the moderating effect of different types of external learning experiences (success vs. failure learning from others) on the relationship between the bandwagon pressure and new technology entry. The results showed that the bandwagon pressure had a positive effect on an entry into new medical technology, and learning experiences could significantly change the relationship of bandwagon pressure and new technology entry. Exploitative experiences, failure experiences from self, failure experiences from others, and success experiences from others all can reduce bandwagon effect on an entry into new technology, but success experiences from self can strengthen the bandwagon effect on an entry into new technology.