| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 94 === Due to the rapid product life cycle, global organization and high-speed change of industry structure which reflect on Information Technology Industry. Now focus on Cost, Speed and Quality are key factors in Profits. To face the rapidly change of operation, we only can do to promote the image of quality and international competition capacity. International marketing and innovative ideas/products will be great help to promote image and competitive strengths.
Scholars convert enterprise marketing power into the concept of market orientation; enterprise operation and developing products will be from customer demand. What factors will influence the market orientation of enterprise? Scholars discuss factors which influence market oriented all the time, but this issue is always ignored by internally. So this research is focus on the cause and effect of market oriented, we will confer with the relationship on market orientation, learning orientation and innovativeness.
According to research motivation and theory, herein result in 3 opinions for this research. 1. Market orientation result from learning orientation. 2. Marketing and learning oriented will influence on innovativeness. 3. Learning orientation will result from market orientation and bring innovations on organization. Proven result from theory and related research internally to setup structure, Statistics sampling range will be the Information Technology Industry, an object of study will be those company who attend CES, CeBIT, and CT etc. any related Information Technology shows. We provide sample copy to 586 companies and return back 107 effective samples copies. We dividend into the purification of analysis data, then to evaluate the hypothetical assumption of this research by proof factors analysis. This research use LISERL software to process estimates， Cronbach’s α、convergent validity and discriminant validity on reliability and validity, and the result all achieve our perfection. And overall model fit test including absolute fit test、increment fit test and streamline fit test all achieve the goal. It shows that this research all achieve the original hypothetical assumption.
Proven result is that learning orientation has positive influence on market orientation, and market orientation has positive influence on innovations. But if learning orientation is directly influenced on organization innovation, it will bring negative influence. It shows that enterprises need to root in organization learning culture; it will be great help to strengthen competitive capacity and achievements if we concentrate on learning the market experience and feel customer demands.
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