本研究在探討消費者創新擴散特質與消費者特性、購買意願、產品評估偏好之間的關係，以Holak（1988）所提出的新產品採用模型（New Product Adoption Model），並使用Goldsmith（1991）所建立的創新特質量表（Domain Specific Innovativeness Scale），以事後分群的方式，將消費者依接受產品的時間維度，區分不同的消費群體，探討不同創新特質消費者在購買意願及產品評估偏好的不同，並以人口統計變數及生活形態AIO量表加以描述及分析。 研究結果顯示，消費性電子產品之消費者能以接受產品的時間維度區分為早期採用者與晚期採用者兩個創新特質集群。早期採用者有較高的購買意願、喜歡追求新潮、個性獨立自主並愛好社交、具有較高的品牌意識、不易受到廣告影響，在產品屬性上重視產品的品質、售後服務、使用便利性；晚期採用者購買意願較低、不喜歡追求新潮、不獨立自主也不愛好社交、重視購物方便性、容易受到產品廣告的影響，在產品屬性上重視產品的品質、價格、售後服務。 The purpose of this paper is probe the relationship of consumer innovativeness extending characteristic and consumer characteristic, desire of buying, product evaluating druthers. The research uses Holak’s new product adoption model as a research framework and Goldsmith’s domain specific innovativeness scale as a cluster base, Cluster different consuming groups by time of accept product. Final analyse different consuming groups by demographic parameter AIO Scale. The result of this paper shows consumer can cluster by time of accept product. Early Majority have higher purchase wills and brand consciousness, like pursue modish and social activity, difficult influenced by advertisement, attention the quality, after-sale service, and useing convenience on the attribute of the products. Late Majority have lower purchase wills, unlike pursue modish and social activity, influenced by advertisement, attention the quality, price, and after-sale service on the attribute of the products.
