投資大陸市場台商之經驗特質、心智模式、風險知覺與進入模式之因果關係研究

Empirical Study the Casual Relationships of Entry Mode Selection and the Characteristics, Mental Model, and Risk Perceptions of Taiwan Investors in China

台商赴大陸投資是推動台灣近幾年經濟持續成長的重要原因之一，而公司的高階管理團隊則是制定該項投資的重要決策者。本研究旨在探討進入大陸市場之台灣廠商，其高階管理團隊成員之經驗特質、心智模式與風險知覺等行為決策因素對進入模式選擇之影響，同時檢驗這些因素之間的因果關係，利用結構方程模式進行模型驗證。研究證實高階管理團隊經驗特質、心智模式、風險知覺三者，皆會直接影響進入模式之選擇決策。同時也發現團隊成員的風險知覺，在進入模式決策過程中扮演重要的中介角色。本研究的結果不僅對學理上有所貢獻，也提供台商瞭解團隊成員行為對決策結果所可能造成的影響。

The investments of Taiwan firms in China contributed a great deal of Taiwan’s economic growth in recent years. The aim of this research is to study the influence factors of the decision-makers in selecting investment entry modes. We employ Structural Equation Model to analyze the casual relationships among the three independent main factors: top management team’s characteristics, mental model, and risk perceptions, and the dependent factor: entry modes. The empirical study shows the three independent factors significantly affect the dependent factor. We also found that risk perception plays as mediate factor and is affected by top management team’s characteristics and also has effects on entry modes. The paper concludes with a discussion of the theoretical and managerial implications for Taiwan investors.