108年科技管理學刊第二十四卷第三期 民國一○八年九月
Volume 24, Number 3 September 2019(若需下載全完請登入會員)
標題Article：以文創產業為對象之大學育成中心價值網絡創造:多層次利害關係人分析視角
Value Network Creation of University Incubator for Cultural and Creative-based Start-ups: A Multilevel Stakeholder Analysis
作者Aurthor：楊佳翰 Chia-Han Yang
中文摘要Chinese Abstract：
近年在各國政府積極推動文化創意產業之趨勢下，各大學紛紛於政府 補助或自身資源協助下，成立大學文創育成中心，扶植地方或學生文創設 計團隊，拓展市場面與內容面所需平台資源。然而，在此文創業者與育成 中心之雙方合作模型中，過去以產業育成或創業網絡為基礎之文獻，並未 針對文創創業之資源條件特性與價值需求出發，探討文創類育成中心由下 而上 (bottom-up) 之平台服務模式，也較少分析此模式下育成中心的價值網 絡創造機制、以及此創造機制對新創業者之創業歷程所帶來的共演化影 響。因此，本計畫以成大文創育成中心與內部 23 家進駐業者為研究對象， 採質性之詮釋型個案研究法，自育成進駐業者、育成中心、與外部利害關 係人的微觀、介觀、與巨觀等三階段層次出發，探討大學育成中心如何協 助文創業者於價值共創觀點下完成價值網絡創造之研究問題。研究結果發 現，育成中心之價值定位與價值網絡創造模式可依發展演進區分定位期、 價值共享期、與網絡成長期等三階段，而進駐業者與育成中心在此價值共 創系統視角下，其共創歷程亦為一對應的共演化發展歷程，分別包括價值 定位與資源拓展階段、創業網絡共演化階段、以及網絡串連與價值共創階 段。
關鍵字：價值網絡創造；育成中心; 文化創意產業; 創業網絡; 利害關係人
English Abstract：
University incubators focusing on cultural and creative start-ups were broadly
established under the trend of recent national policy for promoting cultural and
creative industries, thereby creating the necessary platform resources at market
or content level. However, previous literatures regarding industry incubation
and entrepreneurship network lacked the analysis and discussion about the
specific resource condition and value demand from cultural and creative
entrepreneurs in the collaborative model between incubator and incubatees. In
addition, there were few studies of bottom-up incubator service explaining the
co-evolving process in this value network creation mechanism. As a result, this
paper selects the NCKU Culture and Creativity Incubation and R&D Center,
and its twenty-three incubatees as case study by qualitative interpretive case
study method, to explore the research questions about how the university
incubator can facilitate the value network creation of cultural and creative
start-ups using the multilevel stakeholder perspective at micro, meso, and
macro level. The research findings identify that this co-evolving process can be
divided into three development phases for value creation mechanism including
value positioning and resource expanding, co-evolution of entrepreneurship
network, and network connecting and value co-creation phase.
Keywords: Value network creation, incubator, cultural and creative industries, entrepreneurship network, stakeholder
標題Article：探討工作動機、創意過程與創意績效： 工作特性之干擾效果
Exploring How Work Motivation Affects Creative Performance through Creative Processes: The Moderating Effects of Work Design
作者Aurthor：張佑宇、陳慧穎、施慧鈺 Yu-Yu Chang,Huei-Ying Chen,Hui-Yu Shih
中文摘要Chinese Abstract：
先前研究普遍指出工作動機與組織環境是決定創新績效的關鍵，但其中的 轉化機制仍未被清楚地說明。本研究探討內在動機與外在動機如何透過創意過 程影響知識型員工之創新與創意績效，並以認知評價理論為基礎，分析知識型 員工所感知的時間壓力及組織所賦予之創新工作要求的調節效果。本研究向我 國前 2,000 大科技製造業發出問卷，針對組織內知識型員工進行調查，目標對 象包含研發工程師、製程工程師、新產品開發團隊成員，並使用結構方程式和 迴歸分析進行假設與模型配適度之檢定。根據 409 份有效樣本的分析顯示，個 體的內部動機與外部動機透過創意過程的中介效果，間接影響了知識型員工之 創意績效與專利權取得的能力。當個體感受到高度的時間壓力，內在動機對於 創意過程的正向效果將被削弱，而創新工作要求則是強化了創意過程與專利取 得能力的關係。
關鍵字：工作動機、創意過程、時間壓力、創新工作要求
English Abstract：
It has been extensively found that work motivation and organizational contexts are the keys to employees’ innovative performance in knowledge-intensive industries. Nonetheless, the psychological mechanism which regulates the cognitive processes of creative ideation has not been fully clarified. By incorporating both intrinsic motivation and extrinsic motivation, this paper investigates how work motivation affects employees’ innovative performance through the mediating effects of creative process engagement. More importantly, we drew upon the cognitive evaluation theory and investigated the moderating roles of perceived time pressure and innovation as a job requirement. The questionnaires were distributed to the 2,000 biggest technology-based manufacturing companies in Taiwan, and the targeted sample included R&D engineers, manufacturing engineers, and NPD project team members. Based on a sample of 409 valid responses, the results confirm that creative process engagement plays a mediating role in the effect of work motivation on employees’ creative performance and the capability to obtain patents. When perceiving high levels of time pressure, the positive effect of employees’ intrinsic motivation on creative process engagement diminishes. In contrast, creative process engagement has a stronger impact on the capability to generate patentable ideas and to obtain patents when innovation is assigned as the employees’ job requirement.
Keywords: Work motivation, Creative processes, Time pressure, Innovative work requirements
標題Article：從眾行為對於行為意圖之影響：以具有擴增實境技術之手 機應用程式為例
The Effect of Conforming Behavior on Behavioral Intention: An Empirical Study of Mobile Applications with Augment Reality
作者Aurthor：林士平、王仁聖、阮紅玉、孫薇捷 Sirirat Sae Lim,Jen-Sheng Wang,Hong-Ngoc Nguyen,Wei-Chieh Sun
中文摘要Chinese Abstract：
隨著擴增實境(Augment Reality，AR)的發展，越來越多具有 AR 技術的手機應用程式可供消 費者選擇，在面臨眾多選擇的狀況下，消費者通常會經由網路搜尋額外資訊解答對產品的疑慮， 但網路上琳瑯滿目的資訊常常讓人們目不暇給且無從分辨，此時消費者傾向藉由參考他人的意見 並模仿旁人的行為來做最終決定，即理論上之「從眾行為(Conforming Behavior)」。本研究目的即 在探討從眾行為對於具有 AR 技術手機應用程式下載意願的影響。本研究架構提出三項可被從眾 行為解釋之類別：「線上評論(Online Reviews)」、「社群媒體活動(Social Media Activities)」、「非業 務配合的推薦(Non-Commercial Recommendations)」，從消費者的角度藉由消費者態度與知覺價值 來探討從眾行為影響下載手機應用程式意願的效果，基於理論並提出假設。期望在 AR 手機應用 程式蓬勃發展的未來，讓行銷業者與開發商進一步了解消費者之行為意圖。 本研究由網路調查取得 362 份有效問卷並利用結構方程模式進行數據分析與驗證。研究結果 指出，「線上評論」、「社群媒體活動」、「非業務配合的推薦」皆可對消費者態度產生正向影響，其 中「社群媒體活動」與「非業務配合的推薦」也對知覺價值產生正面影響。然而，分析結果顯示 「從眾行為」對於具有 AR 技術手機應用程式下載意願之影響顯著性不高。本研究最後針對數據 進行詮釋及建議手機應用程式行銷端的策略，並總結本研究之貢獻與未來建議。
關鍵字：從眾行為、擴增實境、行為意圖、手機應用程式
English Abstract：
Recently, many mobile applications with augmented reality are emerging and launching. When facing various choices. Consumers usually turns to search answers on the Internet. However, it is easier to be affected by online information. A phenomenon called conforming behavior happens when people refer to others’ opinion and imitate their actions during making a decision. With the intense competition in the mobile application market and the rising of augmented reality, it is important and worthy to examine the consumer behavior for APP marketers and developers. This study aims to find out the variables affected conforming behavior on the intention of downloading mobile applications with AR features. This study constructed a research model with three variables: online reviews, social media activities, and non-commercial recommendations, to explain conforming behavior and identify the antecedents of the intention of downloading mobile APPs from the perspective of consumers. The proposed model empirically evaluate an online survey of 362 questionnaires and use structural equation modeling (SEM) to reach the research goal. The results indicate that online reviews, non-commercial recommendations, and social media activities have a positive effect on consumers’ attitude. Further, non-commercial recommendations and social media activities could affect perceived value positively as well. However, the findings imply that conforming behavior does not have a significant influence on behavioral intention in AR APPs downloads. This study finally concludes suggestions and implications for AR APPs marketing strategies.
Keywords: conforming behavior, augmented reality, behavioral intention, mobile applications