| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 99 === This study utilized the linear structure relation model (LISREL Model) to establish a marketing innovation model, and to figure out why and how those factors influence the marketing innovation for the future reference and application among either the academic institutions or the industries. Moreover, this study also examined with LISREL Model whether the marketing cost, sources of information, company sizes and employees’ competence have obvious impact on marketing innovation. Based on OECD and the domestic industrial structure, two industries including the manufacturing industry and the service industry were generated; however, only the data of the service industry was applied for analysis. The data were acquired from Second Taiwan Industrial Innovation Survey in which 5021 firm-level samples had be studied and analyzed. The goodness of fit index was concluded—GFI-0.091, AGFI-0.879, PGFI-0.738, CFI-0.956, NNFI-0.951, RMSEA-0.070, and IFI-0.956, which indicated the results were above average. Theoretically, this study did verify how the marketing cost, sources of information, firm sizes and employees’ competence influenced the marketing innovation and meanwhile practically, it would make companies or organizations devoted to marketing innovation understand better those effects of marketing innovation. Finally, it is suggested that the further researches aimed at different industries such as manufacturing industry or banking industry should be conducted and also the local cultures should be taken into consideration to see how it impacts the effects of marketing innovation.
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