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系統識別號 U0026-0309201313342200
論文名稱(中文) 新產品屬性及產品吸引力對消費者購買意願研究-以雲端路由器為案例
論文名稱(英文) Research of consumer purchase intention for product property and product appeal - Take cloud router as example
校院名稱 成功大學
系所名稱(中) 工業設計學系碩博士班
系所名稱(英) Department of Industrial Design
學年度 101
學期 2
出版年 102
研究生(中文) 黃香穎
研究生(英文) Hsiang-Ying Huang
學號 P37981125
學位類別 碩士
語文別 中文
論文頁數 66頁
口試委員 指導教授-謝孟達
口試委員-蕭世文
口試委員-楊智傑
中文關鍵字 路由器  私有雲端  新產品屬性  產品吸引力  結構方程模式 
英文關鍵字 Router  Product attributes  Product attractiveness  Structural Equation Modeling 
學科別分類
中文摘要 本研究試評估將雲端服務導入路由器之應用發展可能性,以雲端路由器產品為例子,延伸應用後再透過多元線性迴歸分析(Multiple Linear Regression Analysis)及結構方程模式(Structural Equation Modeling, SEM),進行消費者對私有雲端功能導入路由器之消費者購買意願及產品吸引力之研究。使用網際網路在現今社會中已經是大多數人不可或缺的生活模式,企業為了生存與發展必須不斷地將網路產品推陳出新,而新產品開發雖為企業帶來利潤與收益,卻也相對存在風險。本研究係針對無線網路使用族群做調查,找出市面上目前剛開發的雲端產品,再以新產品屬性及產品吸引力分七項構面:(1) 舊有知識的吸引力;(2)機能上的吸引力;(3) 象徵性的吸引力 ;(4) 複雜性;(5) 相容性;(6) 相對優勢 ;(7) 可試性,根據這七個構面提出研究假說。經由專家德菲法篩選問項後,發放問卷讓路由器使用者填寫後進行統計分析。結果發現,雲端路由器的新產品屬性及產品吸引力對於消費者是否有正面意願有顯著的正面影響,此發現說明了消費者在現階段對於雲端路由器已具有正面的認知,並認為若使用雲端路由器能夠為資訊生活帶來顯著效益。
透過本研究了解目標族群對此服務運用的真正需求以及未來發展趨勢,期望能成為企業及開發人員重要理論研究基礎。
英文摘要 The study tried to evaluate possibility of application development for cloud services introduced into routers. Product technologies of the company that researcher works for as a case study, to conduct a study of consumers buying intention and product attraction for private cloud function introduced into routers via Multiple Linear Regression Analysis and Structural Equation Modeling after applications are extended. Internet has been a requirement indispensable to most people in today’s society, in which enterprises have to incessantly find new ways of developing new internet products out of old theories for business survival and development, product development reported relative risk while bringing profits and revenues to enterprises. The study conducted a survey on wireless internet users to find out new-developed cloud products on the market, with new product attribute and product attraction divided by 7 dimensions : (1) attraction of old knowledge; (2) functional attraction; (3) symbolic attraction; (4) complexity; (5) compatibility; (6) relative advantages; (7) testability, and with research hypothesis proposed based on these 7 dimensions. Having questions filtered by Delphi Method and questionnaires distributed to router users and conducting statistical analysis afterwards, according to analysis results, new product attribute of cloud routers and product attraction reported positive and significant impact in terms of positive intention; such finding has indicated that consumers at this stage reported positive cognition on cloud routers, and could bring significant benefits to information life if cloud routers are introduced, in which true demand of target groups using the service and trend of development in the future are understood via the study, which expects to be become an important theory and study basis to enterprises and developers.
論文目次 第一章 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究範圍與限制 3
1-4 研究架構 3
第二章 文獻探討 5
2-1 新產品屬性 5
2-2 產品吸引力 5
2-3 消費者購買意願 7
2-4 雲端路由器 7
2-4.1 路由器定義 7
2-4.2 雲端運算(Clouding Computing) 概念及文獻探討 9
2-4.3 雲端路由器產品發展現況 12
第三章 研究理論 15
3-1 結構方程式模型 (Structural Equation Modeling) 15
3-1.1 結構方程式模型概述 15
3-1.2 結構方程式模型相關文獻整理 16
3-1.3 結構方程式模型分析流程 17
3-2 信效度 17
3-2.1 信度分析 18
3-2.2 效度分析 18
3-3 多元迴歸分析 19
3-3.1 多元線性迴歸的模型計算 20
3-3.2 多元線性迴歸的模型檢驗 21
第四章 研究方法與步驟 22
4-1 研究流程 22
4-2 建立研究模型 23
4-2.1 研究模型 23
4-2.2 變數定義 24
4-2.3 研究假說 26
4-2.4 實驗樣本 26
4-2.5 發展問卷量表 28
4-3 問卷設計 31
4-3.1 問卷前測 31
4-3.2 專家德菲法之問卷修正 31
4-3.3 正式問卷 34
4-4 研究分析 35
4-4.1 調查對象分析 36
4-4.2 探索性因素分析之信效度分析 39
4-4.3 多元線性迴歸分析 (Multiple Linear Regression Analysis) 41
4-5 SEM完整模式 46
4-5.1 測量模型之建立 46
4-5.2 完整SEM模型之建構 50
4-5.3 模型修正 52
第五章 結論與建議 56
5-1 結論 56
5-2 貢獻與建議 57

參考文獻 59
附錄 62
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(2) 中文參考
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