經理人過度自信與產品競爭行為關係之研究

The Relationship between CEO Overconfidence and Product Market Competition

10.6735/JAFD.201203_5(1).0002

林翠蓉(Tsui-Jung Lin)；張力(Li Chang)；侯啟娉(Chi-Ping Hou)；李信翰(Hsin-Han Lee)

過度自信 ； 產品市場競爭 ； Panel估計方法 ； CEO Overconfidence ； Product Market Competition ； Panel Estimation

會計與財金研究

5卷1期（2012 / 03 / 01）

17 - 41

繁體中文

本研究以2001至2009年間台灣所有上市上櫃公司為樣本，探討經理人過度自信傾向對產品市場競爭行為之影響。在競爭行為上，本文以成本領導策略與差異化策略為主要競爭行為，進行分析。透過追蹤資料（Panel data）分析方法的實證，本文發現，具有過度自信傾向的經理人在成本領導策略方面較為保守，但在差異化策略上則會較積極。簡言之，本文研究結果顯示，經理人的個人特質是影響企業決策的重要因素，成功的執行競爭性策略，需要不同的經理人特質與技能組合才能達成，亦即管理者特質與組織策略的配適，是企業成功的重要關鍵。

This paper examines the relationship between CEO overconfidence and product market competition. In product market competition, we focus on cost leadership strategy and market differentiation strategy. Using a sample of listed on TSE and OTC in Taiwan from 2001 to 2009 and the Panel data regression model, we find that an overconfident CEO will push businesses to engage in market differentiation strategy than cost leadership strategy. Our results suggest that the matching between manager's personal peculiarity and business strategy is important in successful business.

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1. 葉淑玲,楊婷雯,朱炫璉(2021)。公司策略與成本僵固性：高階經理人過度自信之調節角色。會計評論，72，83-117。