消費者創新產品之採用行為與產品屬性評估之研究—以數位影音光碟機（DVD）為例

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林亮德(Lian-De Lin) 查詢紙本館藏

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資訊管理學系

論文名稱

消費者創新產品之採用行為與產品屬性評估之研究—以數位影音光碟機（DVD）為例

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摘要(中)

高科技產品的應用從早期應用在科學到軍事至政府到企業最後廣為消費者接受，現在相當多的高科技產品已成為家庭的消費性產品。高科技產品日益推陳出新而消費者的接受度也因為個人特色的不同而有差異。本研究根據Boyd ＆Mason(1999)、Midgley(1993)、Holak(1988)等學者所提出之個人層次消費者採用處理模型（Model of the Individual-level Consumer Adoption Processes）為基礎，將消費者依據Moore（1995）、Rogers(1983) 及Bass (1969)的創新擴散模型，以事後分群的方式區分不同個人特色的消費群體；並探究新產品屬性對於不同群體的消費者的吸引力和此屬性是否影響消費者購買意願。
綜觀過去新產品相關的研究，部分以創新擴散為主題，少部分則探討消費者對產品屬性的評估。本研究主要整合兩項議題，採用情境設計方式，探討不同特色的消費者對於新產品的屬性評估及此屬性是否影響不同消費群體的購買意願。據此研擬發展出研究架構及研究假設，並根據實證結果提供管理者更進一步認識消費者評估新產品的過程，且依據產品擴散的時間維度來區隔消費群體形成目標市場，更進一步針對目標市場凸顯此一目標顧客所重視的新產品屬性，以增進新產品的接受程度，以增加企業新產品上市的成功率。最後則提出未來新產品研究議題的後序實證研究方向。

關鍵字(中)

★ 創新擴散
★ 購買意願
★ 消費群體
★ 產品屬性
★ 個人特色

關鍵字(英)

論文目次

第一章緒論 1
第一節研究背景 1
第二節研究動機 3
第三節研究目的與問題 5
第四節研究範圍 6
第五節預期貢獻 7
第六節研究程序 9
第二章文獻探討 11
第一節創新產品的概念 11
第二節新產品的採用模式與過程 15
第三節產品屬性 19
第四節個人特色 28
第三章研究方法 32
第一節研究架構的建立 32
第二節研究假說的建立 35
第三節研究變數的定義與操作化 40
第四節研究方法的選擇 47
第五節資料蒐集 48
第六節研究設計 50
第四章資料分析與結果 53
第一節資料分析方法 53
第二節前測之分析結果 54
第三節問卷回收 58
第四節樣本之基本特性分析 58
第五節問卷量表之信度檢定 62
第六節創新採用之個人特色分析 63
第七節產品屬性的假設檢定分析 68
第八節資料分析結果彙整說明 79
第五章結論與建議 84
第一節研究結果之推論與解釋 84
第二節研究貢獻 89
第三節對實務界之管理意涵 90
第四節研究限制 93
第五節未來研究方向與建議 94
參考文獻 95
中文部分 95
英文部分 95
附錄一：前測問卷 1
附錄二：正式問卷 1

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指導教授

李小梅(Shau-Mei Li)

審核日期

2000-6-25

推文