Sending Marketing Messages about Industry-academy Cooperation to Information Technology Industry Professionals: A Partial-Least Squares Structural Equation Modeling Approach to the Case Study of Taiwan

資通訊產業產學合作行銷訊息優化研究

10.6235/TVE.201712_7(3).0003

劉松達(Sung-Ta Liu)

marketing messages ； PLS ； formative variables ； SEM ； 行銷訊息 ； 偏最小平方法 ； 形成型指標 ； 結構方程式

技術及職業教育學報

7卷3期（2017 / 12 / 01）

45 - 60

英文

Since the 1990s, industry-academy cooperation has become an important topic for Taiwanese higher education institutes. However, concerns about academic-oriented research, practical business interests, and legal issues continue to interfere with industry professionals' intention to cooperate with academic institutes. This paper investigates what types of marketing messages can attract information technology professionals' cooperation within the industry-academy realm. To aid in the investigation, 68 usable samples were collected to conduct a partial-least squares structural equation model analysis. The findings indicate that the industry professionals tend to have a positive outlook toward the concept of industry-academy cooperation. Meanwhile, based on the overall statistical analysis results, the messages relevant to business interests are most likely to attract the cooperation of reluctant industry professionals. The second most relevant messages are those related to legal affairs. The least relevant messages are those about the public’s perception of academic institutes and research projects.

自1990年代起，產學合作機會的創造逐漸被視為台灣高等教育機構的重點工作內容之一。然而，未能與實務貼近的研究方向、難以商業化的研究成果、智財爭議等問題也開始浮現，造成產業界人士對產學合作有所顧慮。本研究之目的旨在探討那種行銷訊息能夠對資通訊產業界人士的產學合作意願造成影響。透過設計偏最小平方結構方程式模型，並對68位資通訊產業人士進行問卷調查。數據分析結果發現，產業界人士大體而言對產學合作能抱持正向態度。但同時也可推論，當產業界人士對產學合作的態度偏負面時，較能引起這類人士注意的是與商業利益有關行銷訊息；然後是與法律議題有關之訊息；最後才是與學術單位名聲有關之訊息。因此研究結論建議，為讓更多業界人士能認同產學合作，應以商品化利益做為主要的行銷訊息內容。

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