104年科技管理學刊第二十卷第三期 民國一○四年九月
Volume 20, Number 3 September 2015(若需下載全完請登入會員)
標題Article：新型 iPhone 的「購買衝動感」之研究： 價格折扣與他人非互動式的影響
The Study of FUBI for a new type of iPhone: Influences of Price Discounts and Noninteractive Others
作者Aurthor：莊淳淩、田鴻麟、林榮禾 Chun-Ling Chuang,Hong-Lin Tian,Rong-Ho Lin
中文摘要Chinese Abstract：
先前的研究指出，個人與情境因素都會影響購買行為。購買衝動感(Felt Urge to Buy Impulsively, FUBI)是人們內心感覺衝動而渴望購買產品的心 理，它經常被外在刺激情境引出。基於展望理論與社會衝擊理論，本研究 用結構方程模型檢測 386 位大學生獨特品衝動購買傾向(Impulse Buying Tendency for a Unique Product, IBTU)，對其購買衝動感的影響，並測試價格 折扣展望效應及非互動社會影響在獨特品衝動購買傾向與購買新型 iPhone 購買衝動感的中介效果。測試結果顯示，針對購買新型 iPhone，若學生有 較高的 IBTU、價格折扣展望效應，或非互動社會影響，他們都有較高的 FUBI；價格折扣展望效應與非互動社會影響，在 IBTU 與 FUBI 兩者間，都 扮演良好的中介角色。另外，當兩項情境同時存在時為完全中介；而且， 當兩項情境個別存在時為部分中介。本研究可幫助零售人員瞭解 IBTU、價 格折扣展望效應、非互動社會影響，及 FUBI 間的關係；研究結果可提供科 技產品行銷者做調整行銷策略的參考。
關鍵字：衝動購買傾向、展望理論、確定效果、分離效果、非互動社會影 響、購買衝動感
English Abstract：
Previous studies showed that both individual and situational factors made
influence on purchasing behaviors. The “Felt Urge to Buy Impulsively” (FUBI)
is a desire of purchasing product by urge or impulse. The FUBI was often
elicited by stimulated situation. Based on Prospect Theory and Social Impact
Theory, this study examined that impulse buying tendency for a unique product
(IBTU) of 386 undergraduates made influences on their FUBIs via structural
equation modeling, and tested the mediating effects of prospect effects of price
discounts and noninteractive social influences between IBTU and psychology
of FUBI for purchasing a new type of iPhone. Results of the study showed that
students had higher FUBI if they had higher IBTU, prospect effects of price
discounts, or noninteractive social influences for purchasing a new type of
iPhone; both prospect effects of price discounts and noninteractive social
influences played good roles of mediations between IBTU and FUBI. In
addition, the mediating effects were complete mediations when mediator had
two situations; and the mediating effects were partial mediations when
mediator only one situation, separately. This study can help retailers to
understand the relationships among IBTU, prospect effects of price discounts,
noninteractive social influences, and FUBI, and the results can provide
references of marketers of technology products to adjust marketing strategies.
Keywords: Impulse Buying Tendency, Prospect Theory, Certainty Effect,Isolation Effect, Noninteractive Social Influence, Felt Urge to buy Impulsively
標題Article：探討數位化時代台灣出版業所採取的成長策略： 服務流程再造與服務創新模式之觀點
Exploring Growth Strategies Adopted by Taiwan’s Publishing Industry in the Era of Digitalization: Perspectives from Service Process Reengineering and Service Innovation Model
作者Aurthor：陳筱琪、陳文良、謝靜如 Hsiao-Chi Chen,Wen-Liang Chen,Ching-Ju Hsieh
中文摘要Chinese Abstract：
數位化閱讀時代的來臨，造成印刷量與整體營業額大幅衰退，台灣出 版產業遭遇到極大的生存危機，勢必重新調整公司內部的服務流程，採取 新的服務創新經營模式，才能在巨變的環境中生存進而成長。企業在追求 成長時，除選擇自行創業外，亦可透過與同業或異業間的合作，獲取合作 關係效益，以補企業內部的資源不足。本研究以「服務流程再造」與「服 務創新模式」之觀點，探討出版社改變經營模式的關鍵因子，及評選合適 的企業成長策略。以台灣北部出版業、出版經銷商及通路做調查，發放 35 份問卷，回收有效問卷 31 份，先運用 DEMATEL 分析準則間關聯性，並建 立結構模型，接著運用修訂 DANP 獲得各準則權重值，最後依據 VIKOR 評 選出適合出版業的成長策略。研究結果顯示，出版業在面臨數位化下，以 服務流程再造與服務創新模式做整體評估時，關鍵因子依序為「科技應 用」、「服務組合」、「服務直接傳遞」，且最適合出版社的成長策略為「策略 聯盟」其次是「合併與收購」。
關鍵字：服務流程再造、服務創新、成長策略、出版業、數位化
English Abstract：
The digital reading era is approaching, and printing volume and turnover have
declined substantially. Taiwan’s publishing industry is thus in jeopardy and must
adapt its business model and internal services to market changes in order to
survive and expand. Enterprises often form partnerships to supplement their
internal resources. In this study, we used “service process reengineering” and the
“service innovation” model to identify key factors of business model changes in
publishing enterprises and to evaluate their business growth strategies.
Thirty-five questionnaires were distributed to publishing companies in northern
Taiwan, and 31 valid questionnaires were returned. We first used DEMATEL to
analyze the correlation among the criteria and then established the structural
model. Thereafter, a new version of DANP was used to weight each criterion.
Finally, the most appropriate growth strategy for the publishing industry was
identified using VIKOR. According to service process reengineering and service
innovation model analyses, the key factors for publishing enterprises in the
digital reading era are “application of technology,” “service composition,” and
“service direct transfer.” Moreover, the most appropriate growth strategy for
publishing enterprises is “strategic alliances,” followed by “mergers and
acquisitions.”
Keywords: Service process reengineering, Service innovation, Growth strategies, Publishing, Digitization
標題Article：專協調機制與組織間適應：學習流程與文化差異的影響
Coordination Mechanisms and Interfirm Adaptations: The Roles of Learning Processes and Cultural Differences
作者Aurthor：尤珮力、方世杰、王瑜琳 Pei-Li Yu,Shih-Chieh Fang,Yu-Lin Wang
中文摘要Chinese Abstract：
高組織間適應代表較佳的組織間關係的結果。增加高的組織間適應是 協調機制的功能，然而實務上卻很少重視此項管理焦點。為解決此問題,本 文提出一個連結協調機制到組織間適應的整合模型。此模型包括了學習流 程(知識的探索與知識的利用)為中介變數，以及組織間的文化差異為調節變 數。研究結果指出高的組織間適應產生是因為一個好的學習流程。而這協 調機制透過學習流程所達到的高組織間適應之正向效果又因組織間文化差 異的存在而減少。
關鍵字：協調機制、組織間適應、學習流程、文化差異
English Abstract：
Effectively governed interorganizational relational outcome is characterized by
high interfirm adaptations. Promoting high interfirm adaptations is an
increasingly important coordination function. To address this issue, we propose
an integrated model for specifying the connection: coordination mechanisms
and interfirm adaptations. This model involves learning processes as a mediator
and cultural differences between firms as a moderator. We reason that interfirm
adaptations function better because the parties involved have developed
valuable learning processes that can facilitate interfirm adaptations, while the
direct effects will be mitigated by a variable specific to the interfirm context:
cultural differences.
Keywords: Coordination Mechanisms, Learning Processes, Interfirm Adaptation, Cultural Differences