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| 系統識別號 |
U0026-0202201616331600 |
| 論文名稱(中文) |
The Effects of Various Perceived Values on Timelines to Adopt Technology |
| 論文名稱(英文) |
The Effects of Various Perceived Values on Timelines to Adopt Technology |
| 校院名稱 |
成功大學 |
| 系所名稱(中) |
國際經營管理研究所 |
| 系所名稱(英) |
Institute of International Management |
| 學年度 |
104 |
| 學期 |
1 |
| 出版年 |
105 |
| 研究生(中文) |
班杰明 |
| 研究生(英文) |
Benjamin Holliday |
| 學號 |
Ra6027463 |
| 學位類別 |
碩士 |
| 語文別 |
英文 |
| 論文頁數 |
86頁 |
| 口試委員 |
指導教授-張巍勳
召集委員-謝惠璟
口試委員-許介文
口試委員-杜宜軒
|
| 中文關鍵字 |
none
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| 英文關鍵字 |
Diffusion model of innovations
Stand-alone value
Network externality value
Epistemic value
Social value
Emotional value
Consumer adoption timeline
|
| 學科別分類 |
|
| 中文摘要 |
none
|
| 英文摘要 |
This research is directed with the intention of contributing towards the realm of
innovation and new technology diffusion, with a particular focus upon the individual
diffuser category adopters’ motivations for adopting a particular innovation. Rogers
initially defined the diffuser categories based upon a timeline in which each adopter
accepts and, ultimately, adopts a particular innovation relative to other adopters. The
motivations of a particular diffuser category to adopt, as defined throughout this
research, are based upon the constructs within various value creation theories, namely
stand-alone value, network externality value, epistemic value, social value, and
emotional value. Furthermore, in most instances these values have been linked with
the most relevant sub-values, aimed to further narrow the scope of the true motivation.
The ultimate aim of this research is to determine which of the perceived values prove
most significant in any particular diffuser category consumer’s decision to adopt, and
more critically, at which point in time, relative to other adopters, said consumer
decides to adopt.
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| 論文目次 |
ABSTRACT ...................................................................................................................I
TABLE OF CONTENTS ..............................................................................................II
LIST OF TABLES .....................................................................................................VII
LIST OF FIGURES.....................................................................................................IX
CHAPTER ONE INTRODUCTION ............................................................................ 1
1.1 Research Background...................................................................................... 1
1.2 Research Motivation........................................................................................ 2
1.3 Research Gap................................................................................................... 3
1.4 Research Objectives. ....................................................................................... 3
1.5 Research Structure........................................................................................... 4
CHAPTER TWO LITERATURE REVIEW................................................................. 5
2.1 Theoretical Background. ................................................................................. 5
2.1.1 Perceived Value. ................................................................................... 5
2.1.2 Stand-Alone Value. ............................................................................... 5
2.1.3 Network Externality Value.................................................................... 6
2.1.4 Epistemic Value. ................................................................................... 6
2.1.5 Social Value. ......................................................................................... 7
2.1.6 Emotional Value.................................................................................... 8
2.2 Diffusion Model of Innovations. ..................................................................... 8
2.2.1 Innovations............................................................................................ 9
2.2.2 Time....................................................................................................... 9
2.3 Individual Characteristics According to Rogers............................................ 10
2.3.1 Innovativeness..................................................................................... 10
2.4 Diffuser Categories According to Rogers. .................................................... 11
II
2.4.1 Innovators. .......................................................................................... 11
2.4.2 Early Adopters. ................................................................................... 11
2.4.3 Early Majority..................................................................................... 12
2.4.4 Late Majority. ..................................................................................... 13
2.4.5 Laggards. ............................................................................................ 13
2.5 Consumer Adoption Timeline. ...................................................................... 14
2.6 Hypotheses Development.............................................................................. 14
2.6.1 Intention, Action, and Timing. ............................................................ 14
2.6.2 Stand-Alone Value. ............................................................................. 15
2.6.3 Network Externalities Value. .............................................................. 17
2.6.4 Epistemic Value. ................................................................................. 18
2.6.5 Social Value. ....................................................................................... 19
2.6.6 Emotional Value.................................................................................. 21
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY...................... 23
3.1 Conceptual Model.......................................................................................... 23
3.2 Definition of Variables. ................................................................................. 24
3.3 Summary of Hypotheses................................................................................ 24
3.4 Construct Measurements. .............................................................................. 25
3.4.1 Stand-alone value................................................................................ 26
3.4.2 Network externality value. .................................................................. 27
3.4.3 Epistemic value. .................................................................................. 27
3.4.4 Social value......................................................................................... 28
3.4.5 Emotional value. ................................................................................. 28
3.4.6 Consumer Adoption Timeline. ............................................................ 29
3.5 Research Sample............................................................................................ 31
III
3.6 Method of Analysis. ...................................................................................... 32
3.6.1 Descriptive Statistics........................................................................... 32
3.6.2 Factor Analysis. .................................................................................. 32
3.6.3 Multinomial Logistic Regression Model............................................. 32
3.7 Pretest Results................................................................................................ 33
3.7.1 Pretest Statistics.................................................................................. 33
3.7.2 Pretest Adjustments............................................................................. 34
3.7.3 Consumer Adoption Timeline Measurements. .................................... 34
CHAPTER FOUR RESEARCH RESULTS............................................................... 36
4.1 Descriptive Analysis...................................................................................... 36
4.1.1 Data Collection................................................................................... 36
4.1.2 Characteristics of Respondents........................................................... 36
4.2 Variable Measurement................................................................................... 37
4.2.1 Descriptive Statistics........................................................................... 37
4.2.2 Dependent Variable Measurement...................................................... 38
4.2.3 Model 1: Control Variable Multinomial Logistic Regression. ........... 41
4.2.4 Models 2 and 3: Goodness-of-Fit Statistics........................................ 43
4.2.4 Model 2: Independent Variable Multinomial Logistic Regression..... 44
4.2.5 Model 3: Independent and Control Variable Multinomial Logistic
Regression. .......................................................................................... 46
4.3 Testing Hypothesis 1a and 1b........................................................................ 48
4.4 Testing Hypothesis 2a and 2b........................................................................ 50
4.5 Testing Hypothesis 3a and 3b........................................................................ 51
4.6 Testing Hypothesis 4a and 4b........................................................................ 54
4.7 Testing Hypothesis 5. .................................................................................... 56
IV
CHAPTER FIVE CONCLUSION AND SUGGESTIONS ........................................ 57
5.1 Research Conclusions.................................................................................... 57
5.2 Theoretical Implications................................................................................ 60
5.3 Managerial Implications................................................................................ 60
5.4 Limitations and Recommendations. .............................................................. 63
REFERENCES............................................................................................................ 65
APPENDICES............................................................................................................. 68
Appendix 1: Research Questionnaire Factors: Stand-Alone Value..................... 68
Appendix 2: Research Questionnaire Factors: Network Externality Value ........ 69
Appendix 3: Research Questionnaire Factors: Epistemic Value......................... 70
Appendix 4: Research Questionnaire Factors: Social Value............................... 70
Appendix 5: Research Questionnaire Factors: Emotional Value ........................ 71
Appendix 6: Demographics: Gender................................................................... 72
Appendix 7: Demographics: Age ........................................................................ 72
Appendix 8: Demographics: Education............................................................... 72
Appendix 9: Demographics: Monthly Salary...................................................... 72
Appendix 10: Demographics: Hometown ........................................................... 72
Appendix 11: Demographics: Current Residence Region................................... 73
Appendix 12: Time-1 Measurement Results....................................................... 73
Appendix 13: Time-2 Measurement Results....................................................... 73
Appendix 14: Time Measurement and Diffuser Category Results...................... 74
Appendix 15: Demographic Multinomial Regression: Laggard Base Outcome. 74
Appendix 16: Demographic Multinomial Regression: Majority Base Outcome 76
Appendix 17: Construct Multinomial Regression: Laggard Base Outcome ....... 77
Appendix 18: Construct Multinomial Regression: Majority Base Outcome ...... 78
V
Appendix 19: Construct & Demographic Multinomial Regression: Laggard Base
Outcome........................................................................................................ 79
Appendix 20: Construct & Demographic Multinomial Regression: Majority Base
Outcome........................................................................................................ 81
Appendix 20: Social Value Factors & Demographic Multinomial Regression:
Laggard Base Outcome ................................................................................ 82
Appendix 20: Social Value Factors & Demographic Multinomial Regression:
Majority Base Outcome................................................................................ 84
Appendix 21: Marginal Probabilities: Stand-Alone Value Towards Laggards... 85
Appendix 22: Marginal Probabilities: Network Externality Value Towards Early
& Late Majorities.......................................................................................... 85
Appendix 23: Marginal Probabilities: Epistemic Value Towards Innovators &
Early Adopters.............................................................................................. 85
Appendix 24: Marginal Probabilities: Epistemic Value Towards Late & Early
Majorities...................................................................................................... 85
Appendix 25: Marginal Probabilities: Social Value Towards Laggards............. 86
Appendix 26: Marginal Probabilities: Social Value Towards Innovators & Early
Adopters........................................................................................................ 86
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