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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳瑀屏 | zh_TW |
| dc.contributor.advisor | Yu-Ping Chen | en |
| dc.contributor.author | 魏以情 | zh_TW |
| dc.contributor.author | YI-CHIN WEI | en |
| dc.date.accessioned | 2025-07-18T16:08:50Z | - |
| dc.date.available | 2025-07-19 | - |
| dc.date.copyright | 2025-07-18 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-07-10 | - |
| dc.identifier.citation | 英文參考資料
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/97845 | - |
| dc.description.abstract | 近年來，企業對於如何在行銷資源配置與財務績效表現之間取得平衡，逐漸成為實務與學術領域共同關注的課題。儘管行銷投入對企業績效的影響已獲得一定程度的實證支持，但當中潛藏的內生性問題仍可能導致估計偏誤，進而影響分析結果的解釋與應用。另一方面，企業內部的員工特徵結構，可能影響行銷制定，但過往研究較少將其納入工具變數設計架構中加以探討。有鑑於此，本研究整合2019年至2024年間台灣上市櫃公司之財務與員工資料，並採用二階段最小平方法進行分析，嘗試以員工特徵變數作為工具，評估行銷投入與資產報酬率之間的關聯性。
實證結果顯示，總體而言，行銷投入與企業績效之間存在穩定的開口向下之非線性關係，說明企業在行銷支出方面可能存在一個最適化的投入水準，有助於績效最大化。進一步分析亦發現，員工特徵與行銷投入呈顯著相關，顯示其具備作為外生工具變數的統計合理性。此外，考量產業異質性後，本研究觀察到此非線性結構於部分產業中更為明顯，顯示最適投入水準與其邊際效益可能會受到外部產業環境差異性的調節與影響。 本研究以員工特徵變數為切入點，提出一套兼顧內部組織特性與外部環境異質性的分析架構，作為行銷投入與企業績效關聯性之探討工具。對於實務界而言，企業在進行行銷預算編列時，應將內部員工特徵納入決策依據，並同時關注外部產業環境的差異性，藉此更有效率地調整行銷投入水準，提升整體績效表現。 | zh_TW |
| dc.description.abstract | This study examines the relationship between marketing intensity and firm performance, addressing potential endogeneity concerns by employing employee characteristics as instrumental variables. Using panel data from publicly listed firms in Taiwan over the period 2019 to 2024, we apply a two-stage least squares (2SLS) estimation framework to assess how internal employee characteristics influence marketing intensity and, consequently, impact return on assets.
Our empirical results demonstrate an inverted U-shaped relationship between marketing intensity and firm performance, suggesting an optimal level of marketing investment that maximizes firm returns. Additionally, employee characteristics, such as education level, age, tenure, and turnover rate, exhibit significant explanatory power for marketing intensity, validating their effectiveness as instrumental variables. When industry heterogeneity is considered, the nonlinear relationship becomes more pronounced in certain sectors, indicating that optimal marketing intensity and its marginal returns are contingent on industry-specific environmental factors. This research provides an integrated analytical approach that captures both internal organizational attributes and external industry differences in analyzing the marketing-performance nexus. Our findings offer practical insights for managers, highlighting the importance of incorporating employee characteristics and industry-specific conditions into strategic marketing budgeting to enhance resource allocation efficiency and improve overall firm performance. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-07-18T16:08:50Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-07-18T16:08:50Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 誌謝 ii
中文摘要 iii 英文摘要 iv 目次 vi 表次 viii 第一章、緒論 1 第一節、研究背景與動機 1 第二節、文獻回顧 3 第三節、工具變數選取邏輯 5 第四節、研究問題與研究目的 7 第二章、資料與敘述性統計分析 9 第一節、資料來源與樣本篩選 9 第二節、變數定義與量測方式 9 第三節、產業分類說明 12 第四節、敘述性統計分析 15 第三章、模型設定與工具變數 21 第一節、模型設定 21 第二節、工具變數模型設定 23 第四章、實證結果 27 第一節、模型一至三：2019至2024六年度跨期合併資料 27 第二節、模型四至九：2019至2024分別年度估計模型 34 第三節、模型十至十一：年度平均之估計模型 43 第四節、總體分析結果 48 第五節、產業分析 50 第六節、產業分析結論 58 第五章、結論 61 參考文獻 64 英文參考文獻 64 中文參考文獻 69 附錄 70 附錄一：行銷費用比率對資產報酬率之線性模型分析結果總表 70 附錄二：行銷費用比率對資產報酬率之二次式模型之分析結果總表 71 附錄三：員工特徵變數對資產報酬率之係數分析結果總表 72 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 行銷投入 | zh_TW |
| dc.subject | 產業異質性 | zh_TW |
| dc.subject | 工具變數法 | zh_TW |
| dc.subject | 企業績效 | zh_TW |
| dc.subject | 員工特徵 | zh_TW |
| dc.subject | 行銷投入 | zh_TW |
| dc.subject | 產業異質性 | zh_TW |
| dc.subject | 工具變數法 | zh_TW |
| dc.subject | 企業績效 | zh_TW |
| dc.subject | 員工特徵 | zh_TW |
| dc.subject | Marketing Intensity | en |
| dc.subject | Industry Heterogeneity | en |
| dc.subject | Marketing Intensity | en |
| dc.subject | Employee Characteristics | en |
| dc.subject | Firm Performance | en |
| dc.subject | Instrumental Variables | en |
| dc.subject | Industry Heterogeneity | en |
| dc.subject | Instrumental Variables | en |
| dc.subject | Firm Performance | en |
| dc.subject | Employee Characteristics | en |
| dc.title | 以臺灣2019至2024年之上市櫃公司探討行銷投入對企業績效的影響 | zh_TW |
| dc.title | The Impact of Marketing Intensity on Firm Performance: A Study of Listed Firms in Taiwan from 2019 to 2024 | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 陳聿宏;陳俊廷 | zh_TW |
| dc.contributor.oralexamcommittee | Yu-Hung Chen;Chun-Ting Chen | en |
| dc.subject.keyword | 行銷投入,員工特徵,企業績效,工具變數法,產業異質性, | zh_TW |
| dc.subject.keyword | Marketing Intensity,Employee Characteristics,Firm Performance,Instrumental Variables,Industry Heterogeneity, | en |
| dc.relation.page | 72 | - |
| dc.identifier.doi | 10.6342/NTU202501628 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2025-07-14 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 國際企業學系 | - |
| dc.date.embargo-lift | N/A | - |
| 顯示於系所單位： | 國際企業學系 | |
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