台灣的高科技產業在全球供應鏈中擁有舉足輕重的地位，亦面臨全球化之下所帶來前所未有的激烈競爭。在此瞬息萬變的環境下，創新已成為支持企業生存，進一步帶來差異化優勢的原動力。而企業內部的策略導向主宰著企業的策略擬定，包括創新策略。其中市場導向被學者認為是現代行銷管理和策略的核心之一，它不僅對組織績效有正向影響，更被認為能透過創新來影響組織績效。技術機會主義是一個新興的概念，對企業採用新技術的能力有正向影響，與技術層面的創新息息相關。本研究創新行為分為製程創新、產品創新與管理創新，旨在探討技術機會主義與市場導向對於企業創新行為的影響，並加入技術變動性與市場變動性作為權變因素，檢視其對企業策略導向與創新行為之間關係的影響。

本研究以新竹、南港以及內湖等三個科學園區的積體電路、電腦與周邊設備、通訊、光電、精密機械、生物技術等廠商作為實証研究的對象，有效分析樣本廠商共80家。資料蒐集後分別以信度、效度檢定、迴歸分析等方法來進行實證並驗證本研究所提出之各項假設。研究結果發現：（1）技術機會主義對於企業製程創新行為有正向影響，且環境中技術變動性提高會強化該影響效果；市場變動性提高則會減弱影響效果。（2）技術機會主義對於企業產品創新行為有正向影響，環境中技術變動性不會影響該效果，市場變動性提高則會減弱該效果。（3）市場導向對於企業的產品創新行為沒有正向影響，且環境中技術與市場變動性皆不會影響該效果。（4）市場導向對企業的管理創新行為有正向影響，而環境中的技術與市場變動性皆不會影響該效果。

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