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學校名稱輔仁大學
系所名稱管理學研究所
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研究生(中)陳彥良
研究生(英)Yenliang Chen
論文名稱(中)制度理論看跨國行銷活動的標準化程度
論文名稱(英)The Standardization of Cross- National Marketing Activities–Institutional Theory
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指導教授(中)王慧美
指導教授(英)Huei-Mei Wang
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關鍵字(中)制度理論 制度二元性 行銷標準化策略 金融服務業
關鍵字(英)institutional theory institutional duality marketing standardization financial service company
摘要(中)本研究以制度理論之制度二元性為主要議題。依據多位學者過去相關研究為基礎,探討內、外部制度環境同形壓力對跨國企業子公司行銷策略選擇之影響。本研究分析主要可以分為三部分,第一及第二部份分別探討影響內部及外部制度環境中之各個變數與子公司之行銷策略選擇間之關係。第三部分則是同時以內部及外部制度環境之角度探討各變數對子公司行銷策略間之關係。 本研究以在台營運之外商金融服務業為研究對象,研究問卷共發放146家樣本廠商,回收46份之有效問卷,透過問卷的發放及回收,利用蒐集之相關數據對各模型進行多元迴歸之實証分析,以驗證本研究之假設。 研究結果發現,在完整模型中,「依賴」及「市場變動性」二變數對研究模型最具影響力,代表在台灣之外商金融服務業之子公司從事行銷策略規劃時,子公司同時面對內部及外部制度環境時,分別受內部制度環境的「依賴」變數及外部制度環境的「市場變動性」變數二變數之影響最大。
摘要(英)The main topic of this research is the institutional duality of institutional theory. Based on several past relevant researches, this study discusses the factors that influence marketing strategies selection of subsidiaries of the multinational corporations when facing internal and external institutional environment simultaneously. This study can be divided into three parts, the first and second part explores the relationship between variables both in the internal and external environment and marketing strategy selection of the subsidiaries respectively. The third part discusses the marketing strategy selection of the subsidiaries from both internal and external perspective. The data used are obtained from various foreign financial service companies in Taiwan, 146 questionnaires were sent out through mail, fax and internet, and 46 usable responses were obtained. Through the data collected from the questionnaires, we then performed regression analysis to examine the hypotheses in this study. The empirical study shows that in the full model, the “dependence” and “market turbulence” have the most powerful influences to the research model, which means when facing institutional duality, the marketing strategy plans would be influenced by both “dependence” and “market turbulence”.
論文目次目錄 頁次 第壹章 研究背景、動機與目的......................................1 第一節 研究背景.................................................1 第二節 研究動機.................................................2 第三節 研究目的 ..............................................2 第四節 研究流程 ..............................................3 第貳章 文獻探討 ..............................................4 第一節 制度環境 ..............................................4 第二節 正當性 ..............................................6 第三節 同形 ..............................................9 第四節 相關研究 .............................................12 第五節 行銷活動標準化程度 .....................................14 第六節 研究假說 .............................................14 第參章 研究設計與方法 .....................................24 第一節 研究變數之操作性定義與衡量方式 .....................24 第二節 問卷設計 .............................................28 第三節 研究對象之抽樣設計及回收 .............................30 第四節 資料分析方法 .....................................31 第肆章 實證分析 .............................................34 第一節 回收廠商廠商之基本特性 .....................................................34 第二節 效度分析 .............................................36 第三節 信度分析 .............................................39 第四節 共線性檢定 .............................................41 第五節 多元迴歸分析 .....................................44 第伍章 結論與建議 .............................................49 第一節 研究結論 .............................................49 第二節 研究限制與建議 .....................................53 圖目錄 圖1-4-1 本研究研究流程 ......................................................3 圖2-3-1 制度維度與同形型態之對照 .............................10 圖2-3-2 同形化假說 .....................................13 圖2-5-1本研究觀念性架構 .....................................23 表目錄 表2-1-1 制度三個維度 ......................................5 表2-2-1 各學者對正當性之定義 ..............................7 表2-2-2 制度壓力的策略性反應 ..............................9 表2-5-2 內部制度環境之研究假設 .............................19 表2-5-3外部制度環境之研究假設 .............................22 表3-1-1 變數操作性定義之整理 .............................28 表3-2-1 內部制度環境變數問卷設計之彙整 .....................29 表3-2-2 外部制度環境解釋變數問卷設計之彙整 .....................29 表3-2-3 標準化程度問卷設計之彙整 .............................30 表3-4-1回收廠商數統計 .....................................31 表3-4-2 KMO與BARTLETT’S球形檢定 .............................32 表3-4-3 變數之信度分析 .....................................33 表4-1-1 行業別家數統計表 .....................................35 表4-1-2 員工數統計表 .....................................35 表4-1-3 職別統計表 .....................................35 表4-1-4 回收廠商資本額統計 .....................................36 表4-1-5回收廠商母公司國籍 .....................................36 表4-1-6 變數之平均數與標準差 .............................36 表4-2-1 未刪除問項前內部制度環境構面主成分分析 .............37 表4-2-2 未刪除問項前外部制度環境構面之主成分分析 .............38 表4-2-3 未刪除問項前標準化程度之主成分分析 .....................39 表4-3-1 刪除問項前之CRONBACH Α值 .............................39 表4-3-2 刪除問項後之CRONBACH Α值 .............................40 表4-3-3 刪除問項後效、信度整理表 .............................40 表4-4-1 變數相關係數矩陣 .....................................42 表4-4-2 完整模型共線性說明統計量 .............................43 表4-5-1 模型1之多元迴歸分析 .............................45 表4-5-2 模型2之多元迴歸分析 .............................46 表4-5-3 模型3之多元迴歸分析 .............................47 表4-5-4 多元迴歸模型彙總表 .....................................47 表4-5-5 完整模型假說檢定彙整表 .............................48
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