探討新產品開發之顧客賦權創造模式對消費者購買意圖之影響

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王巧怡(Chiao-Yi Wang) 查詢紙本館藏

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資訊管理學系

論文名稱

探討新產品開發之顧客賦權創造模式對消費者購買意圖之影響

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摘要(中)

現今之企業皆面臨持續創新及新產品更新速度逐漸加快的壓力，部分企業開始透過新產品開發(new product development; NPD)之策略，找出最具市場機會與影響力之新產品構想，以提升市場消費者對企業銷售產品之購買意圖。傳統企業主導整體新產品開發流程，並銷售由公司設計師設計之產品。而隨著資訊科技以及網際網路不斷地進步與普及，企業得以接觸世界各地顧客之想法與需求，並在新產品開發流程中構想產生之階段，以線上社群為媒介，賦權一般消費者參與新產品開發流程，欲更快、更有效率的發展更好之新產品概念。
本研究探討台灣消費者在接觸企業新產品開發流程中所採取賦權顧客創造（設計）形式之訊息後，如何影響消費者對公司創新能力、顧客導向之知覺及最終如何影響購買意圖。並衡量產品複雜度及消費者之文化導向為個人主義者或集體主義者於其中之調節作用。
本研究採用實驗法，實驗過程以紙本問卷做為填答的媒介，共回收有效問卷193份，進行相關研究資料分析以及研究假說之驗證。實證結果顯示，相較傳統企業於新產品開發流程中採用公司設計師創造之模式，消費者接觸企業於新產品開發流程採取顧客賦權創造模式之訊息時，對該公司創新能力及顧客導向的知覺較高，且消費者對企業創新能力、顧客導向的知覺會正向影響購買意圖。其中，產品複雜度對顧客賦權模式之訊息影響創新能力知覺的關係具有調節效果，企業在新產品開發流程中採用顧客賦權創造策略的知覺創新能力效果會隨產品複雜度的提高則減弱。本研究針對研究結果，提出企業於新產品開發流程中實行顧客賦權之策略時，應考量產品之特性並結合賦權策略於市場中欲達成之效果，以制定適宜之賦權策略。
關鍵字：新產品開發流程、顧客賦權、顧客導向、創新能力、購買意圖。

摘要(英)

Today’s market businesses are increasingly under pressure of continuing to develop innovative products and the updating speed of new product versions. Therefore, several firms started to use new product development (NPD) strategies to identify the most influential and marketable new product ideas, as a consequence enhances the consumers’ purchase intention. Traditionally, companies dominated the overall new product development model, and sold products designed by company designers. With the continuing progress and popularize of Internet and online communities, companies have the ability to contact with consumers’ ideas and needs anywhere in the world. Several companies started to empower their online community members participating the idea generation stage of new product development, trying to develop great new product concepts in a faster and more efficient way.
This study investigated the response by Taiwanese consumer via different firms’ empowerment strategies in NPD. The way company empowered their customer to create (design) in the new product development processes are found to affect consumers’ perceptions of innovation ability and customer orientation of such firms, and these effects ultimately affect consumers’ purchase intention. Additionally, this study measured the moderating effect of product complexity and consumers’ cultural orientation; the latter is divided into individualist or collectivist.
In this study, 193 questionnaires were conducted through experimental design combined with paper-based questionnaires, to conduct relevant research data analysis and hypotheses verification. The empirical results showed that, consumer exposure to the message of company empowering their customer to create (design) in NPD, would perceive the underlying firm as having greater innovation ability and more customer orientated. In addition, consumers’ perception of innovation ability and customer orientation to specific firm would positively affect their purchase intention. The study demonstrated that product complexity plays an important moderating role. The higher the product complexity is, customers’ perception of innovation ability for those firms empowering customers create new product ideas in NPD are lower. Based on research findings, this research proposed firms should consider the product’s features and combining purposes of empowerment strategies to the market, in order to develop appropriate empowerment strategies in NPD.

關鍵字(中)

★ 新產品開發流程
★ 顧客賦權
★ 顧客導向
★ 創新能力
★ 購買意圖

關鍵字(英)

★ new product development
★ customer empowerment
★ customer orientation
★ innovation ability
★ purchase intention

論文目次

第一章緒論1
第一節研究背景與動機1
第二節研究問題與目的3
第三節研究流程4
第二章文獻探討6
第一節新產品開發流程之顧客賦權6
第二節知覺創新能力15
第三節顧客導向20
第四節產品複雜度23
第五節文化導向24
第六節購買意圖28
第三章研究方法30
第一節研究架構30
第二節研究假說32
第三節變數定義與衡量36
第四節研究設計42
第五節資料分析46
第四章資料分析與結果47
第一節前測分析47
第二節樣本結構分析49
第三節信效度分析51
第四節研究假說檢定57
第五章結論與建議 70
第一節研究結論70
第二節管理意涵 73
第三節研究限制75
第四節後續研究建議76
參考文獻78
附錄一：問卷（顧客創造組）89
附錄二：問卷（共同創造組）98
附錄三：問卷（公司創造組）107

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指導教授

李小梅(Shau-Mei Li)

審核日期

2013-7-22

推文