La théorie des chaînes moyens-fins, fusionnant les valeurs du consommateur et l’évaluation des caractéristiques du produit dans une étude du comportement du consommateur, a été développée à travers les validations empiriques principalement issues des cultures occidentales. Cette recherche s’intéresse ainsi à la généralisation interculturelle de ce modèle cognitif en examinant la relation des processus culturels qui distinguent les Occidentaux des Orientaux à la formation d’enchaînement des concepts (attributs - bénéfices recherchés - valeurs). Les travaux récents ont mis en évidence que les différences individuelles en termes de construit de soi joue un rôle sur les variations interculturelles dans les cognitions et les comportements des individus qui peuvent passer à divers cadres de référence culturels en réponse à des indicateurs sociaux correspondants. A ce titre, la recherche s’inscrit dans une approche constructiviste et dynamique de la culture en positionnant le construit de soi en tant qu’indice prédictif de la variation du style cognitif, qui sous-tend par hypothèse les différentes structures cognitives des consommateurs. Le mécanisme d’influence de la culture sur les chaînes moyens-fins a été approfondi de manière expérimentale par l’utilisation croisée des méthodes d’amorçage culturel et de l’Association-Pattern Technique (213 étudiants français et 217 étudiants coréens) à la suite d’une étude exploratoire fondée sur le Laddering (52 étudiants français et 52 étudiants coréens). Les résultats montrent que le construit de soi n’est pas seulement un facteur qui influe sur les variations culturelles des chaînes moyens-fins mais que c’est aussi un facteur indirect via le style de raisonnement. En outre, il est démontré que les effets en accord avec l’amorce de soi peuvent réduire les différences interculturelles entre les consommateurs occidentaux et orientaux. / Means-end chain theory, including both consumer values and evaluation of product’s attributes in the study of consumer behavior, has been developed through empirical validation primarily from Western cultures. This research thus focuses on the cross-cultural generalizability of such theoretical framework by examining the relation of cultural processes differentiating Westerners from Easterners with the hierarchical linkages between attributes, consequences and values. Previous researchers have demonstrated that individual differences in self-construal exert an important influence on cross-cultural variations in cognition and even behavior and also that individuals can switch between various cultural frames of reference in response to corresponding social cues. On the basis of a dynamic constructivist approach to culture and cognition, we suggest that self-construal is a predictive driver of cultural differences in thinking styles, thereby influencing consumers’ cognitive structures. To investigate the mechanism responsible for cultural variations of means-end content and structure, the salient self-construal was experimentally manipulated through the use of cultural priming methodologies, and then all possible combinations of attributes, consequences and values were measured by means of the Association-Pattern Technique matrices (213 French students and 217 Korean students) which had been previously defined through 52 in-depth laddering interviews conducted in each country. Our findings provide support for self-construal associated with different thinking style as a determinant of cultural differences in consumers’ means-end value hierarchy structure. There is also evidence that consumers’ cultural orientation can be made more accessible by situational prime, particularly that these effects of self-construal priming are able to reduce or eliminate cultural differences between western and eastern consumers.

李仁芳(2000) 對創新組織提到以下看法，創新需要動員內心深處最深刻的理智與情感資源。如果企業文化氛圍只鼓勵組織成員追索Know What、Know How，以致於Know Why的知識上的好奇心，但文化氛圍中卻缺少對同仁Care Why的支持與對同仁本人Care的溫暖與慈心，這樣的智價創新企業競爭力是不能持久的。最具創新震憾力的靈感（inspiration）孕育自最溫柔的胎床。新的聲音與新的視野的孕育，需要溫暖與紀律、歡愉與智慧間適當的拿捏與平衡。可見創新環境是多麼的重要。 本研究之目的，主要欲探討台灣新創網路公司對於創新環境的設計研究，以多元成員造成的差異性帶來的創新衝擊，配合組織平台的設計及管理技巧來探討，成員差異性則採認知心理學的角度，探討認知差異對組織衝突的意義，如何建立創造性的組織衝突，帶給組織創新的原動力。本研究期望透過個案問卷及開放式訪談的方式，進一步瞭解、並歸納出網路產業中核心團隊互動的模式及成功經驗累積的方法，以期找出網路產業中較適合的創新環境設計。 本研究主要採取個案訪談及思考風格問卷施測，並透過初級訪談資料加上次級資料作個案分析，思考風格問卷分析時，將十三類的思考風格分成三大類分析，第一大類主要為思考風格的行事作風；第二大類主要為思考風格的心理自治型態；第三大類為幅度、範圍、傾向。 本研究主要的研究發現如下： 壹、 網路公司團隊成員多元性與創新表現 一、 網路公司多元性越高，創新表現越佳 二、 網路公司多元團隊角色扮演越完整，創新表現越佳 ；反之，多元團隊角色扮演越不全，創新表現越差 貳、 網路公司組織平台設計與創意表現關係 一、 網路公司中溝通形式設計多元管道之email及intranet，扮演創新表現中的知識累積及點子擷取的平台。 二、 網路公司中，實體物理環境對知識累積的重要性被IT科技取代。 三、 網路公司最常用啟發技巧運用中的腦力激盪作為主要點子擷取的方式。 參、 網路公司中專案領導人在創新表現上扮演的角色 一、 不同類型網路公司領導人對於智慧財產權看法影響智慧財產權的擁有數目。 二、 網路公司的CEO透過容忍智慧型失敗、塑造關懷（Care）與學習的組織環境。 肆、 網路公司創新表現之觀察 一、 網路公司中相當重視經驗傳承，有助於日後的創新表現。 二、 網路公司中有失敗經驗，有助於創新績效。 伍、 綜合發現 一、 網路公司團隊成員的思考風格在三大類分析中各有不同的偏向，思考風格可與創新環境相配合。 二、 網路公司組織文化配合團隊成員的思考風格適合創新表現 第一類思考風格，網路公司團隊成員多屬於立法型與第三類中的自由型有相關，皆為有助於創新表現的思考風格。 第二類思考風格中，網路團隊成員皆屬於階級分明型，而網路公司組織文化對於團隊運作皆採責任制且授權程度高，這對於自主性需求較高的階級分明型成員有助於創新表現。 第三類思考風格中，網路團隊成員多屬於外在型及自由型，只要組織環境與思考風格相符，則團隊成員的創新表現較佳。 / Under the rapid-changing environment, it is not possible that a firm's capabilities can hold sustainable competitive strength forever, as the master told “innovation or die”. A good organization platform can incubate the capacity for high creativity. Now the internet fever spreads to the whole world. Taiwan companies have the opportunity to catch up. Thesis help can analysis the key components that influences the innovation process in the internet companies. Therefore we can find a better organization form to provoke more innovation performances. Objectives From the viewpoint of innovation process and members interaction process, this research is intended to study the internet service provider in order to focus on the platform of the organizational knowledge creation in Taiwan internet companies. Research Structure According to literature survey, we can find that the heterogeneous teams have more innovation behaviors. A well-designed organization platform and a good project leader can help members emerge their potential in the creativity. The research structure is as follows: Case Choice Because many Internet companies have multi-business models, that we choose the 6 companies can group the case companies into ASP, ICP and portal. Case A, B and C are ASP companies. Case E and case F are ICP companies. Case C and D are portal companies. Research Methodology This thesis adopts the case study and the authors interviews some project leader or members who are responsible for top management team or the project team in the companies. And analysis the data of the questionnaire that every team members filled in. Then to complement the case study form the secondary data and information form the internet, as products and services. Case Analysis and Conclusions According to the analyses of the six cases, the author has generated the following conclusions: 1. The diversity between team members affects innovative activities including: ● The more diversity between the team members, the more innovative activities happen. ● The Cultivate Distinct Roles are more complete then the more innovative activities happen. 2. the well-designed organizational platform affects innovative activities including: ● In internet companies, they share knowledge and get new ideas via email and the intranet. ● In internet companies, the importance of physic environment is replaced by IT technology. ● In internet companies, the useful way to get lots of new ideas is brain-storming meeting. 3. the project manager leadership affects innovative activities including: ● The CEOs who in different internet companies such as ASP and ICP have different consideration influences the numbers of IPR. ● In internet companies, CEO builds a warm and learning organization by taking the failing forward and care employees. 4. the innovative activities in the internet companies including: ● The internet companies which do the knowledge management well have better innovation performance. ● The failing forward experiences help the management performance better now in the internet companies.