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Unformatted text preview: alization has a positive relationship with diversified customer behavioral learning (b104 = 0.260, p <
0.05), effective customer response orientation (b120 = 0.196, p < 0.05) and valuable marketing
communication proactiveness (b136 = 0.188, p < 0.05). Therefore, Hypotheses 11c, 11d, and 11e are
supported. In addition, the findings reveal that international entrepreneur culture has a significant
positive association with only valuable marketing communication proactiveness (b137 = 0.361, p < 0.01)
but finds no effect with other relationships. Thus, Hypothesis 12e is supported.
Furthermore, advance technology growth has a positive significant relationship with continuous innovation
improve concentration (b74 = 0.436, p < 0.01), flexible marketing channel focus (b90 = 0.315, p < 0.05),
effective customer response orientation (b122 = 0.553,
p < 0.01), and valuable marketing communication proactiveness (b138 = 0.288, p < 0.01). Therefore,
Hypotheses 13a, 13b, 13d, and 13e are supported but Hypothesis 13e is not. Moreover, volatile
competition forces has a positive relationship with continuous improvement concentration (b75 = 0.194, p
< 0.05). Thus, Hypothesis 14a is supported whereas other relationships are not.
Surprisingly, with technology adaptation competency as a moderator shows the contrast results of the
research. Volatile competition forces has a negative effect on continuous innovation improve
concentration (b123 = -0.178, p < .10) and effective customer response orientation (b80 = -0.178, p < 0.10).
These results indicate that a number of competitors in market increase while competitors can imitate
product or service very quickly providing very short life cycle of products and services into difficult market
leaders (Chuntarung and Ussahawanitchkit, 2010). Therefore, Hypotheses 14b and14d are not
In addition, Table 5 summarizes the interaction effects of technology adaptation competency as
moderator, the results show that technology adaptation...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land