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電子科技產業財務危機預警指標建立之個案研究林妙玲, Lin, Lillian Unknown Date (has links)
本研究是以Logit迴歸模型建立台灣2004年Q1至Q3某一本國銀行授信
行業別為電子科技產業、定義為大額授信戶之公開發行公司共46家,特性為同質性電子產業其中資產及營收達一定規模以上之樣本公司作為研究對象,並運用Logic模型導入變數,將此類財務危機樣本公司予以分析,探討發生財務危機是否在銀行借款比率、財務操作比率、或有負債比率等方面產生相關性之研究。
本研究實證結果顯示,在銀行借款變數方面,銀行借款金額佔營收之
比率與發生財務危機企業呈現正相關,顯示危機企業的銀行借款比率偏高,對金融機構舉債過高易週轉不靈; 在財務操作方面,衍生性金融商品部位佔營收比率與發生財務危機企業呈現正相關,顯示危機企業對衍生性金融商品之財務操作太過度,易發生財務危機; 在或有負債方面,對子公司之背書保證金額佔營收之比率與發生財務危機企業呈現正相關,顯示危機企業對子公司或有負債之過度保證,易發生財務危機。
由實證結果得知將這些變數納入模型,會增加模型的預測能力,因此可
以從這些變數歸納出一些端倪,達到事先預防的功能。
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企業研發管理實務對創新績效影響之研究林淑瓊, Lin, Shu Chiung Unknown Date (has links)
「創新」與「研發」是高科技產業推動組織營運的重要後盾,並且需要藉由研發人員貫穿其間將新舊知識串連以開創新的知識領域,同時必需有效管理與運用逐漸累積形成的珍貴知識資源。然而,以往對於研發單位的績效衡量研究多以投入與產出的生產力觀點,此種模式淡化了知識工作者與研發團隊間知識互動與創新形成的過程,同時無法明確區隔研發部門與其他事業單位對於研發績效影響的差異;因而在研究中深入剖析研發單位的「研發管理實務」,並且試圖從中瞭解影響創新績效的關鍵因素。
本研究的研究程序分為三大部份,首先經由文獻回顧導出初步的觀念性架構,再以此理論觀念模式為主導進行個案訪談,並且經過跨個案綜合分析後進行初步觀念模式的調整,接續以此調整後的模式當成調查研究的實證研究架構,並且依據此模式進行研究問卷的設計。在研究中實地訪談六家電子產品研發製造的高科技公司,並從中解析組織推行研發管理實務的相關資訊,之後再以調查研究法探究台灣地區高科技產業研發管理實務的運作情形;因而先以質性再以量化的方式同時進行高科技產業之研發管理實務推行的瞭解與驗證。
研究中發現研發管理實務的推行主要受到高階管理階層涉入程度的影響,其中高階主管的高階權力型態可據此分為二類:「預應式」與「因應式」,前者高階主管主動積極參與研發專案的主導,給予研發人員實質經費補助參與外部學習與洽商的活動,因而使得研發人員感受到較多的關注與重視,影響其對於研發工作的投入程度;而後者相對較少。另一項直接影響研發管理實務運作的因子為研發主管的領導風格,研發主管是主要帶領與規範研發單位運行的人物,鼓勵與協助研發人員的專業知識學習和成長,同時凝聚與營造研發團隊的士氣與氣氛,與研發人員間具有深刻的互動。
而在研發管理實務推行過程中,同時需要藉助辦公室支援與聯盟的協助,以提升研發人員的專業知識養成與技術文件的撰寫和使用頻率,此資源是促使研發工作順利運作的重要樞紐;而研發經費、設備購置與設施規劃的資源輔助,對於研發績效具有舉足輕重的影響效果。然而,影響研發管理實務與創新績效間的更重要成因是研發人員的內隱知覺部份;換言之,研發人員內心對於研發管理實務推行的感受與高階管理階層的互動程度是主要影響成效的因素,並非研發單位提供給予研發人員的各項外顯形式,可知研發單位的提供的框架形式擂同,但彼此間的溝通與相互扶持成為提升創新績效的無形助力。總之,高階管理階層結構主導研發管理實務的運作過程,而研發管理實務的落實程度與相關支援的協助,以及資源輔助釋放出來的能量,是同時決定研發創新績效程度的關鍵。 / As the global competition becomes ever-intensive, and businesses have fewer areas on which to hinge their competitive advantage, innovation capability is emerging as the key source of competitive advantage. The R&D team in a business, which is responsible for most of its innovations, thus plays a vital role in business survivability. This paper seeks to identify the variables that affect the innovation performance of R&D teams and investigate the interactions among the variables.
A research framework is first established by literature review, and then adjusted according to case studies of six high-tech companies in Taiwan. The adjusted model is subsequently tested by a survey of high-tech companies in Taiwan. It is concluded that the management style of the higher authority and the leadership of R&D manager are the main forces that determine the R&D management practice. The educational background, work experience, and the expertise of R&D managers do not distinguish the level of discipline and the sophistication of R&D management practice. Some aspects of R&D management practice can be reinforced by office support and alliance, for example, the generation and utilization of technical reports and the cultivation of professional knowledge. With adequate resource support, more sophisticated R&D management practice does lead to better innovation performance which is measured by number of new products, patents, and technical reports.
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以實質選擇權法評估高科技產業股價林家帆, Lin, Chia-Fan Unknown Date (has links)
本研究探討以實質選擇權法評估高科技公司之股價,而如何評估企業合理的股價一直都是學者、投資人與企業亟欲探討的問題。由於高科技產業類似買權的特性,即潛在獲利高而下方風險有限(放棄選擇權),使得採用何種股票評價模型來評估高科技產業股價更是一重要課題。一般常用來衡量企業實質價值的方法有三類:現金流量折現法、相對評價法(如本益比法)以及近年來開始發展的實質選擇權模型。但傳統的現金流量折現法會忽略了管理者的決策彈性而低估價值,本益比法會受到盈餘品質的影響;因此本研究以Schwartz和Moon(2000)連續時間之下的實質選擇權法來評估每股價值,希望在加入營運策略彈性之考慮後,求算出的模型價格能更真實地反映企業價值,並進而探討影響企業價值之關鍵因素。
本文以台灣IC設計產業龍頭,有「亞洲英特爾」之稱的威盛電子公司為研究對象。以威盛及其類似公司矽統科技之相關歷史資料估計參數,並與民國90年第一季實際股價驗證,發現實際股價逐漸逼近模型價格346.54元。以敏感度分析結果得到影響威盛股價的關鍵參數有四個:成本佔收入之比率、賺取超額報酬之期間、企業終值和收入成長率隨機過程之回復平均速度。 / The valuation of high-growth companies has been a controversial subject both in the academic literature and financial press. Since high-tech companies have option-like characteristics and asymmetric payoffs, this paper attempts to apply real-options pricing model created by Schwartz and Moon (2000) to get the rational price of high-tech companies and look for the key value-drivers.
This paper focuses on valuing VIA Technologies, the world’s largest PC core logic chipset supplier with growing exposure to communications chips and microprocessors. After estimating the model parameters and solving the model by simulation, the model stock price for VIA Technologies is $346.54;moreover, market prices are getting close to the model price in the first quarter of 2001. Finally, I perform sensitivity analysis on the more critical parameters of the model, and find out four important parameters that have big effects on stock prices, including variable costs, horizon of the estimation, terminal value and speed of adjustment for the rate of growth process.
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高科技產業補貼競爭之研究陳偉智 Unknown Date (has links)
本文建立一賽局理論模型,以分析在跨期的寡占市場中,高科技產業的特性對政府補貼意願的影響。
假設兩國間原本維持自由貿易的局面。若任一國主動採行補貼政策,雖然在當期可使國家福利水準提高,但之後各期則會因對手國也採取補貼,引發兩國間的補貼競爭,而使雙方福利水準下降。根據本文的分析可知,兩國政府的補貼意願會受到網路外部性及R&D外溢效果的影響。
由本文的結果得知,網路外部性的增加代表消費者對該產品的需求增加,故均衡的產量會隨著網路外部性提高。而相容性改變兩國廠商間的競爭關係,也影響兩國政府政策的效果。在產品不完全相容的情況下,網路外部性越高則兩國間發生補貼競爭的可能性也隨之提高;而在產品完全相容的情況下,政府補貼意願將不受網路外部性的影響。另一方面,在其他條件不變下,當產品間的相容性提高,政府補貼的可能性也隨之提高。
在R&D外溢效果的模型中,本文假設第一國為已開發國家,可從事R&D,而第二國為未開發國家,無法從事R&D,但其生產成本仍會因外溢效果而受到已開發國R&D的影響。由本文的結果得知,研發的外溢效果越高,已開發國政府的補貼意願也會提高,但未開發國政府的補貼意願則會降低。當研發的外溢效果等於二分之一時,兩國間發生補貼競爭的可能性最低。
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台灣和韓國半導體產業比較研究:以「社會資本」觀點論陳宗文, Chen, Tzung-Wen Unknown Date (has links)
本研究以台灣和韓國的半導體產業為例,探討新興工業國家科技產業組織之形成與發展。在有系統地整理過相關文獻之後,本研究採取「社會資本」的概念進行分析。此一概念得將發展與組織社會學之不同觀點作適當的連結。唯在科技產業的發展過程中,存在著相互交錯的不同競爭場域,而各場域內有特定的資本形式,均得作為生產之投入,足以影響組織之形貌。本研究基於對新興工業國家之經濟社會發展與產業技術成長之不同階段所作之觀察,認為分屬於社會場域與技術場域的三種「社會資本」形式,對於產業組織之形成與發展具有重要的影響效果。
在實證分析方面,本研究以先進國家在半導體產業之發展歷程為背景,再進一步透過豐富的實證資料,論證台灣和韓國有關社會場域與技術場域之不同演變過程。在社會場域方面,台灣的技術官僚與產業聚落分別在不同時期提供半導體產業組織存續之所需,而韓國的財閥經濟自始即為產業生存的原動力。在技術場域方面,台灣和韓國的半導體產業組織都發展極為理性化的型態,並形成建構全球事業網絡之基礎。
透過對台灣和韓國半導體產業發展的實證分析,本研究發現,第一類社會資本在建構產業基礎,迅速提昇技術能力上,具有相當之功效;第二類社會資本具有輔助性,其形成與投入是延續產業組織生命之必要條件;第三類社會資本則是進一步提升組織績效,使組織得以接續全球化發展,繼而進入核心位置。 / The dissertation studies the development of high-tech industry in newly-industrialized countries (NICs), and particularly, the development of semiconductor industry in Taiwan and Korea. The development of high-tech industry is considered as results of competition between various fields (champs), in each of which specific capitals are provided as input for industrial production. We define therefore three forms of “social capitals” in two separated fields, social field and technology field, respectively, as tools of analysis. The dynamics of these social capitals is supposed to be critical in the development of semiconductor industry.
Following the analysis framework of social capitals, the research is empirically carried out by analysis of secondary materials about the semiconductor industry in Taiwan and Korea. In the social field, we found that the techno-bureaucracy and industrial clusters played sequentially significant roles in the development of semiconductor industry in Taiwan, whereas the chaebol economy, which was once the initial condition, dominates all the time in the development of semiconductor industry in Korea. Both Taiwanese and Korean semiconductor firms, however, developed into a rational organizational form recently. Therefore, in the expanding technology field, rational networks between these firms and other leading companies in the world have been established.
It has been shown in the dissertation that a social capital of the first form has perfect functions in transgressing a technological barrier and for establishing a developmental foundation; a social capital of the second form has a supportive function, which provides sustaining resources for an organization; and a social capital of the third form enforces the competitiveness of an organization, thus promoting the organization to the global stage, and becoming a core player of the industry in the world.
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傳統產業與高科技產業之營運資金管理與績效關係之比較研究陳明志, Ming-Chih Chen Unknown Date (has links)
公司對於流動資產與流動負債之管理即為營運資金的管理。其內容包含了現金及有價證券的管理、應收帳款管理、應付帳款管理與存貨管理等。由於營運資金屬於短期概念,而且與營業活動之各項收支息息相關,若是沒處理好公司營運資金管理,小則可能公司獲利下降、增加利息支出或是增加被倒帳的風險,大則可能因為短期資金週轉不靈,而留下退票記錄,甚至於倒閉之窘境,對於公司之實際作業或是形象損傷甚大。因此,營運資金管理的工作可說是財務人員的重大工作之一,也是財務人員所必需費心思的地方。
在本論文中,關於傳統產業與高科技產業經過問卷訪查後,得到以下結論:
1. 我國傳統產業與高科技產業對於營運資金管理均相當的重視,絕大部份都有專門部門與專人來處理營運資金相關事宜。
2. 我國傳統產業與高科技產業廠商在現金及有價証券、應收帳款、應付帳款與存貨管理方面均有相當不錯的控管制度,而且也很少有問題發生。但是在現金浮游量的使用的觀念上,有待推廣。
3. 另外發現二個產業不太給予客戶銷貨折扣,而且也較不會爭取在折扣期間提前支付應付帳款,這與二產業的交易習慣有關;而傳統產業廠商在對於國外的應收帳款避險的觀念與方法上較為落後,為傳統產業廠商值得注意的地方。
4. 在營運資金管理與績效的關係方面,是否編製現金預算、是否利用現金浮游金額、是否給予客戶銷貨折扣、是否實施帳齡分析、是否爭取在折扣期間支付應付帳款與存貨控管是否採取數學模式對於傳統產業的總資產報酬率與稅前淨利均無顯著影響;同樣的結果也發生在高科技產業,唯一的例外是若是提前在折扣期間內付款,對於高科技廠商的稅前淨利為負相關,推測其原因乃為高科技產業的交易習慣大多為信用狀或是貨到付款,沒有銷貨折扣的情形,若是提前付款,反而使公司損失了利息或是其他的獲利機會,因此得到的結果為負相關。
第一章 緒論 1
第一節 研究背景與目的 1
第二節 研究程序 3
第三節 研究範圍 4
第四節 研究限制 5
第二章 相關文獻探討 7
第一節 營運資金相關理論 7
第二節 國內文獻回顧 26
第三節 國外文獻回顧 30
第三章 研究設計 37
第一節 研究架構 37
第二節 名詞定義 39
第三節 資料蒐集 41
第四節 統計方法與研究假說 42
第四章 資料分析與研究發現 47
第一節 問卷回收情形 47
第二節 營運資金管理實際現況分析 48
第三節 營運資金管理與績效的關係 63
第五章 結論與建議 77
第一節 結論 77
第二節 建議 80
參考文獻 83
附錄:訪問問卷 87
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高科技標竿政策因素之初探 / An Exploratory Study on High-Tech Industry Benchmark Policy張宗凱, Chang, Chung-Kai Unknown Date (has links)
為了面對日益激烈的科技競爭,台灣多年來致力於高科技產業培育和技術能力的提升,期望提升我國全面競爭力,以面對21世紀的挑戰。在面對來自國際科技產業的競爭與國際市場日趨自由化的壓力,台灣希望在世界的科技舞台扮演舉足輕重的地位,則需要提升科技競爭力,而提升科技競爭力則有賴於完整結合了產業發展、國家資源、以及國家發展目標的高科技政策。
本研究首先以國家競爭力的觀點切入,研讀並分析主要的國際競爭力指標,並藉由競爭力指標歸納出科技先進國家的發展趨勢,以及台灣應加強的部分。並搜集科技先進國家的科技政策、目前政經情形,以及社會人文狀況,經過研讀後整理出構成高科技標竿政策之因素。並且,以新竹科學園區的六大類高科技產業為對象,進行問卷調查工作,以驗證本研究所提出之因素是否為產業界所接受,以及是否有其他意見。
研究結果顯示,在本研究所提出的31項因素中,多半皆獲得新竹科學園區經理人的認同,僅有少部分因素在不同產業或不同規模公司間,產生些微的差異。因此,本研究所提出之構成高科技標竿政策的因素,可以做為政策制定時之參考。在最後一章中,列出本研究之建議,希望對國內高科技標竿政策的制定以及科技發展有所助益。 / Taiwan had devoted to fostering the high-tech industry and promoting the technology ability to face the increasingly competition of science and technology in the coming of 21 century. To confront the competition from the international high-tech industry and the pressure of the liberalization of market, Taiwan needs to improve the competitiveness of science and technology if she wants to play an important role on the worldwide science and technology stage. Besides, Taiwan needs to integrate the development of industry, national resource, and the national goals of science and technology policy.
This research uses the concept of national competitiveness first, and studies the main international competitiveness indicators. We want to derive the development trends of those advanced countries, and realize what parts we need to improve. Second, we collect the science and technology policy, the political and economical status of those countries we selected. And we sum up the benchmark factors of the high-tech industry policy. Third, we conduct a survey to verify the acceptability of the high-tech industry benchmark policy. The research results reveal that almost the benchmark principles and factors we sum up are accepted by the industry leaders.
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勞動派遣與台灣勞動市場雙元化發展之分析 / A study on dispatched work and dual labor market in Taiwan陳金治, Chen, Chin Chih Unknown Date (has links)
本研究在瞭解勞動派遣之定義、特徵、型態與相關概念,並進行國內外研究之回顧,找出勞動派遣制度對於勞動市場正面與負面之影響後,再分別就資方觀點、勞方觀點、社會觀點與採用業別之差異進行探討,而決定訪談之公司業別,並擬定訪談題目進行深度訪談,以評估勞動派遣制度對台灣勞動市場雙元化發展之影響。
經過深入訪談後發現,高科技產業為降低公司之人事成本,而採用勞動派遣制度,確實會加速勞動市場雙元化之發展,就本研究訪談結果看來,較具規模之高科技產業採用勞動派遣時,為降低公司之勞工結構受到雙元化發展之影響,將限制派遣勞工之採用比例,並提供派遣勞工與正職員工相近之起薪、薪資調幅與福利措施,以及提供派遣勞工轉入正職之管道。如此雖可有效縮小雙元勞動市場中勞動者的差異,但整體薪酬派遣者較低、且勞動市場轉換率較高,以及受勞動法令保障較少等,這些現象仍會存在雙元勞動市場之次級勞動市場中。
整體而言,勞動派遣能提供勞動市場更多就業機會、提供派遣勞工累積工作經驗之機會,亦是派遣者進入大型企業轉為正職人員的橋樑,因此使得勞動派遣制度在勞動市場雙元化的發展過程中,有正面的影響。
本研究建議派遣勞工應選擇較注重企業形象之企業,企業應提供派遣勞工較完善之就業保障,並期望相關政府單位能夠儘速制定相關法令及配套措施,並明定勞動派遣中,要派企業、派遣機構、派遣人員各角色之責任劃分,與各種行業別較適當之派遣勞工雇用比例,並提供派遣勞工相關之職場認知教育,以降低勞動派遣對於台灣雙元化勞動市場發展之負面影響。 / This study aims to explore the definition, features, patterns and relevant concepts regarding dispatched work and review research conducted in Taiwan and overseas on this subject. After identifying the impact of the dispatched work system on the labor market, the differences between different industries employing dispatched labor are investigated to decide companies belonging to which industries are to be interviewed. An in-depth interview is then conducted on the companies selected to evaluate the impact the dispatched work system has on the development of a dual labor market in Taiwan.
The interviews reveal that, high-tech industries adopting the system in order to reduce labor costs do encourage the development of a dual labor market. Results of the interviews indicate that sizable high-tech industries employing dispatched labor limit the extent to which it is employed in an effort to reduce the impact dual labor market development has on the companies’ labor structures. In addition, dispatched workers are offered starting wages, wage increases and benefits similar to those offered to regular employees, as well as the opportunity to become regular employees. Through doing so, the differences between dispatched workers and regular employees in a dual labor market may be effectively narrowed, overall, dispatched workers are less compensated and demonstrate a higher turnover. Moreover, they are less protected by labor laws and regulations. These phenomena still exist in the secondary market of a dual labor market.
Generally speaking, the dispatched work system provides more employment opportunities on the labor market. It also provides dispatched workers the opportunity to accumulate work experience and serves as a steppingstone to regular employment in large businesses. For this reason, the system plays a positive role in the development process of a dual labor market.
The study recommends dispatch workers to choose businesses that pay more attention to their image and that businesses provide these workers with improved employment protection. It also hopes that the government can enact relevant laws and regulations and introduce supporting measures as soon as possible. Furthermore, the roles businesses, dispatched workers and the agencies that dispatch them play must be clearly defined and the ratios of dispatched workers to regular employees in different industries established, with education in having a better understanding of the workplace provided to dispatched labor in an attempt to reduce the negative impact dispatched work has on Taiwan’s dual labor market and the development of its labor market.
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因應環境變化策略之研究-以科技產品代理業為例劉金明 Unknown Date (has links)
台灣科技研發能力與先進國家有一段落差,因此多年來一直處於宏碁施振榮先生所述微笑曲線中間段之製造導向;因此導入國外技術及引進相關設備、儀器、元件、材料等等產品,是協助產業快速與全球科技接軌的必要;而代理商居中穿針引線所扮演之角色就相形重要。然而,隨著科技的進步、資訊的發達、溝通的方便、產業全球化及景氣循環週期壓縮等各項環境的變遷影響,代理行業所面臨的挑戰就日益嚴峻。隨著台灣科技產業演進,代理商生態是滄海桑田,如何尋求生存之道,找出因應成長策略及適時轉型,是個有趣而值得一窺究竟。
在大環境變遷之下,企業先綜觀處於環境之中地位與優劣勢,了解產業版圖之移動與技術之發展,並檢視組織之核心能耐與資源分配,進而探討產業鏈上下游之關係,特別是原廠、代理商及客戶之互動,然後分析競爭優勢與相關內、外在之威脅,洞悉各方之意圖與了解自我之企圖,隨之根據各種情況找出適當之因應策略。
在探討遴選之個案公司之前,本研究首先一觀台灣科技產業之概況與演進,認識代理商在這產業的角色、規模發展及存在價值;之後開始對個案公司在二十餘年經營之背景做一巡禮,而挑選出三大重要時辰的里程碑作為探討,包括:(1)營運模式之調整所作之轉型策略;(2)營運規模拓展及併購所作之成長策略;(3)營運事業項目裁撤、整併與開發所作之縮編與成長策略。本研究將此三個因應策略整理、分析及歸納後,提出可供業者因應環境變化時可參考之策略。 / In professional field of R&D (Research and Development), firms in Taiwan lack behind firms based in developed countries. The gap causes high-tech industries falling on the middle section of the “Smiling Curve”—the concept brought up by Stan Shih, CEO of Acer CEO, in 1992. The middle section of the smiling curve focuses on “assembly” and “manufacturing”. Under this circumstance, in order to enhance the capabilities of Taiwanese firms, it is necessary to import equipment, instruments, parts and related materials from outside of Taiwan. During the process, the role of distributors who acts as a mediator is very significant. However, with the fast changes of environment, such as development of technology, advancement of information and communications technologies, industry globalization and short industrial cycles, these distributors are facing more intense competition and severe challenges than before. It is worthy of finding the strategies to cope with these environmental changes so distributors (firms) can survive in the long-run.
With the research objective in mind and taking the perspective of a firm, the research first focuses on the industry environment to understand the nature of the high-tech industry faced by a firm. Second, the firm evaluates its core competencies and resource allocation. Third, the firm explores the relationship between the upstream and downstream industry chain, especially the interaction among principal, agents and customers to do a SWOT analysis to identify adapting strategies.
The research starts with Taiwan's high-tech industries overview and evolution, and the value chain in the industry, and the roles of technology middlemen. Then, focuses on the case study to review the technology company’s (i.e., the technology middleman) operational history for the past two decades and selects three major important milestones including strategy for business model adjustment and transformation, strategy for business expansion and merger, and strategy for business reduction, consolidation and development. Finally, the study summarizes the findings and offer implications to firms and suggestions for future research.
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高科技品牌概念、溝通訊息及溝通績效之研究江妏倫 Unknown Date (has links)
高科技產業之特性,會導致產業內廠商之行銷溝通訊息策略與所選擇之品牌概念,本研究將高科技產業行銷溝通訊息策略分為「理性(Rational)」、「感性(Emotional)」與「啟發式(Heuristic)」訊息;品牌概念則分為「功能性(Utilitarian)」與「象徵性(Symbolic)」品牌。並根據國內高科技廠商所回覆之問卷分析的結果,找出較適合高科技產業所採用的行銷溝通訊息與品牌概念策略,另外,在產業特性方面,則探討「市場不確定性」與「技術不確定性」的調節影響,故本研究同時探究高科技產業最佳之溝通訊息與品牌概念策略,以及在高科技產業特性的影響下,溝通訊息與品牌概念之溝通績效會如何變化,而實證結果如下:
1. 高科技廠商使用理性訊息比使用感性性訊息有較高的溝通績效。
2. 高科技廠商使用啟發式訊息比使用感性性訊息有較高的溝通績效。
3. 高科技廠商採取功能性品牌概念比採取象徵性品牌概念有較高的溝通績效。
4. 技術不確定性顯著增強理性訊息與啟發式訊息對溝通績效的影響,並且減弱
感性訊息對溝通績效的影響。
5. 技術不確定性對功能性品牌概念的溝通績效之調節影響不顯著。
6. 市場不確定性顯著增強功能性品牌概念對溝通績效的影響,但對理性與感性
訊息的溝通績效之調節影響並不顯著。
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