企業的市場導向會改善經營績效，這個議題已被行銷學者和實務界連續討論超過30年了，多數的學者認為市場導向是現代行銷管理和策略的核心之一。然而在市場導向對組織績效影響的實証研究中，許多研究證實有顯著的正面影響，而有某些研究卻發現沒有顯著的影響，因此有些學者開始在研究中納入某些中介變數來解釋此不一致的關係。有些學者在其研究中將組織創新納入為解釋市場導向對組織績效影響關係之中介變數，而另外最近的一系列研究亦指出組織學習可透過改善市場導向行為的品質間接影響組織績效，且經由創造性的學習產生在產品、程序、和系統上的創新而直接影響組織的績效。因此，本研究提出一理論架構，將組織學習與組織創新作為解釋市場導向與組織績效間關係的主要中介變數。
本研究以科學園區的資訊電子產業作為實証研究的對象，有效分析樣本廠商共145家。本研究分別以t檢定、變異數分析、迴歸分析、及LISREL分析等方法來進行實證並驗證本研究所提出之各項假設。
本研究的主要發現為：(1)整體而言，本研究整體理論模式配置符合可接受的適合度檢定水準，表示本研究的理論模型可獲得支持，故這四個構念間確實存在著影響關係。(2)市場導向對組織學習與組織創新均有正向的影響關係，且不論是管理創新或是技術創新都同樣有正向的影響，而雖然在直接效果方面，市場導向對技術創新的影響效果大於對管理創新的影響效果，然而若再加上透過組織學習的間接效果之影響，在總效果方面，市場導向對管理創新的影響效果則大於對技術創新的影響效果。(3)組織學習對組織創新中的管理創新及技術創新均有直接的影響關係，對組織績效則是透過組織創新而有間接的影響關係，但直接的影響關係則不顯著；此外，組織學習對管理創新的影響效果大於對技術創新的影響效果，且組織學習透過管理創新影響組織績效的效果大於透過技術創新影響組織績效的效果。(4)管理創新對組織績效的影響效果則大於技術創新對組織績效的影響效果；管理創新與技術創新間的互相影響效果在實證研究中則未達顯著關係。

“Market orientation will improve performance”, this issue has been discussed over 30 years. Most of scholars think market orientation is the core of modern marketing management and strategy. However, there are numerous empirical studies that have examined the association between market orientation and organizational performance. Many studies have found a positive association between market orientation and organizational performance, but some studies have found no significant relationship. Therefore, some scholars interpret the mixed findings by incorporating the mediating variables. Some studies incorporate the innovation as a mediating variable between market orientation and organizational performance. Additionally, a series of recent studies have found that a firm’s organizational learning is likely to indirectly affect organizational performance by facilitating the type of generative learning that leads to innovations in products, procedures, and systems. Therefore, this research presents a conceptual framework for incorporating organizational learning and innovations as the mediating variable between market orientation and organizational performance.
The sample of this study has 145 companies of Information Technology Industry in Scientific Industry Park. Many quantitative methods, including t-test, ANOVA, regression analysis, and LISREL analysis, and used to test the hypothesis of this research.
The major findings of this study are summarized as following: (1) Overall, the global model fit is acceptable. This empirical result supports the relationships among the market orientation, organizational learning, organizational innovations, and organizational performance. (2) Market orientation has a positive impact on organizational learning, administrative and technical innovation. Furthermore, the direct effect of market orientation on technical innovation is greater than the direct effect of market orientation on administrative innovation, but the total effect of market orientation on technical innovation is smaller than the total effect of market orientation on administrative innovation. (3) Organizational learning has a positive direct impact on administrative and technical innovation, but the direct effect of organizational learning on performance is not statistically significant. However, organizational learning has a positive indirect impact on performance by organizational innovations. Moreover, the direct effect of organizational learning on administrative innovation is greater than the direct effect of organizational learning on technical innovation. The indirect effect of organizational learning on performance by administrative innovation is greater than the indirect effect by technical innovation. (4) The direct effect of administrative innovation on performance is greater than the direct effect of technical innovation on performance. However, the effect of the two innovations types (administrative and technical) interact impact with each other is not statistically significant.

第一章 緒論…………………………………………………………… 1
第一節 研究背景與動機………………………………………………………… 1
第二節 研究目的與範圍………………………………………………………… 4
第三節 研究貢獻………………………………………………………………… 6

第二章 文獻探討……………………………………………………… 7
第一節 市場導向………………………………………………………………… 7
第二節 組織學習…………………………………………………………………15
第三節 組織創新…………………….……………………………………………26
第四節 市場導向、組織學習、組織創新與組織績效間的關係………….……40

第三章 模式之建立與探索性研究…………………………………….44
第一節 觀念性模式之建立…….………………………………………………….44
第二節 探索性研究之設計.……………………………………………………….46
第三節 探索性研究之結果與模式修正…………………………………………..48

第四章 研究設計……………………….………………………………50
第一節 研究架構………………………………………..…………………………50
第二節 研究假設……………………………………………………..……………51
第三節 變數的操作性定義與衡量……………………………………………..…54
第四節 研究樣本…………………………………………………………..………63
第五節 資料分析方法……………………………………………………..………67

第五章 研究結果分析…….……………………………………………68
第一節 樣本特性之分析………………..…………………………………………68
第二節 信度與效度分析……………………………..……………………………80
第三節 衡量變數間之關係分析………………………………..…………………93
第四節 整體模式之關係分析………………………………………………..……98

第六章 結論與建議….………………………………………………..118
第一節 結果與討論………………………………………………………………118
第二節 研究限制…………………………………………………………………123
第三節 未來研究建議……………………………………………………………125

參考文獻……………………..……………………………………..…….128
附錄…………………………..……………………………………..…….142

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