外部知识获取对企业营销绩效的影响研究——环境宽松性的调节作用和营销能力的中介作用  

Research on the Effect of External Knowledge Acquisition on Enterprise Marketing Performance——The Moderation Effect of Environmental Munificence and the Mediation Effect of Marketing Capability

作　　者：陈怀超[1] 侯佳雯 张晶[1] 范建红[1] CHEN Huai-chao;HOU Jia-wen;ZHANG Jing;FAN Jian-hong(College of Economics and Management, Taiyuan University of Technology, Taiyuan 030024)

机构地区：[1]太原理工大学经济管理学院

出　　处：《软科学》2019年第6期101-106,共6页Soft Science

基　　金：国家自然科学基金青年项目(71602137);教育部人文社会科学研究青年基金项目(14YJC630006);山西省留学回国人员科技活动择优资助项目(晋教财[2017]53号);山西省高等学校创新人才支持计划(优秀青年学术带头人)项目(晋教科函[2016]7号)

摘　　要：基于知识基础观,就所获取的156份有效样本,采取调节和中介两种方法对外部知识获取与企业营销绩效之间的关系进行探究。首先,分析了外部知识获取对企业营销绩效的直接影响;其次,检验了环境宽松性在这一影响过程中的调节作用;最后,检验了营销能力在这一影响过程中的中介作用。研究结果表明,外部知识获取对企业营销绩效存在显著的正向影响;外部知识获取对企业营销绩效的影响具有情境依赖性,环境宽松性增强了二者的关系;营销能力在外部知识获取影响企业营销绩效中发挥完全中介作用,验证了"知识-能力-绩效"的范式。Based on the knowledge-based view, with the 156 valid samples, this paper explores the relationship between external knowledge acquisition and enterprise marketing performance by two methods of moderation and mediation. Firstly, it analyzes the direct influence of external knowledge acquisition on enterprise marketing performance. Secondly, it examines the moderation effect of the environmental munificence in the influencing process. Finally, it examines the mediation effect of the marketing capability in the influencing process. Results show that external knowledge acquisition has a significantly positive influence on enterprise marketing performance. The influence of external knowledge acquisition on enterprise marketing performance takes on situational dependency, namely, the environmental munificence enhances the relationship of the two variables. The marketing capability plays a full mediation role in the process of the influence of external knowledge acquisition on enterprise marketing performance, which verifies the paradigm of knowledge-ability-performance.

关 键 词：外部知识获取 企业营销绩效 环境宽松性 营销能力 

分 类 号：F062.3[经济管理—政治经济学] F279.14