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研究生: SAIDE
SAIDE
論文名稱: 新興科技時代B2B背景下的行銷數位化創新:擴散創新視角與激進和漸進創新的中介效應
Marketing Digitalization Innovation for B2B Context in Emerging Technology Era: Diffusion Innovation Perspective and the Mediating Effects of Radical-Incremental Innovation
指導教授: 盛麗慧
Li-Huei Sheng
口試委員: 王孔政
Kung-Jeng Wang
Tung-Min Hung
雷松亞
Soumya Ray
葉俶禎
Chu-Chen Rosa Yeh
盛麗慧
Li-Huei Sheng
學位類別: 博士
Doctor
系所名稱: 管理學院 - 資訊管理系
Department of Information Management
論文出版年: 2022
畢業學年度: 110
語文別: 英文
論文頁數: 88
中文關鍵詞: 行銷數乏化創新創新傳播理論激進創新漸進式創新IT探索IT開發B2B背景
外文關鍵詞: Marketing digitalization innovation, diffusion of innovation theory, radical innovation, incremental innovation, IT exploration, IT exploitation, B2B context
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  • TABLE OF CONTENTS 摘要 i ABSTRACT ii ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv LIST OF FIGURES vi LIST OF TABLES vii 1. INTRODUCTION 1 1.1. Background and Research Motivations 1 1.2. Research Gaps 8 1.3. Research Questions and Purpose of the Study 11 1.4. Organization of the Dissertation 14 2. LITERATURE REVIEW 15 2.1. Theoretical Background 15 2.1.1. Marketing Digitalization Innovation 15 2.1.2. Diffusion of Innovations Theory (DOI) 16 2.1.3. IT Exploration 17 2.1.4. IT Exploitation 19 2.1.5. Radical Innovation 20 2.1.6. Incremental Innovation 21 2.2. Hypothesis Formulation 22 2.2.1. IT Exploration, IT Exploitation, Radical Innovation, Incremental Innovation, and Marketing Digitalization Innovation 23 2.2.2. The Mediating Roles of Radical Innovation and Incremental Innovation 28 3. RESEARCH METHODOLOGY 32 3.1. Respondents and Survey Mechanism 32 3.2. Measures and Survey Instrument 34 3.3. Control Instruments 36 3.4. Marker Instrument 37 4. RESULTS 38 4.1. Construct Assessment 38 4.2. Structural Model Evaluation 42 4.3. Direct Effects 43 4.4. Mediation Effects 43 5. DISCUSSIONS 45 5.1. Theoretical and Research Contributions 46 5.2. Managerial and Practical Contributions 51 5.3. Dissertation Limitation 61 5.4. Future Research 63 6. REFERENCES 64 APPENDIX 80 Questionnaire Survey 80

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