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系統識別號 U0026-1907201210243600
論文名稱(中文) 影響採用行為之產品魅力因素
論文名稱(英文) Product Attraction Factors Affecting Adoption Behavior
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 100
學期 2
出版年 101
研究生(中文) 陳怡貞
研究生(英文) Yi-Chen Chen
學號 P38941144
學位類別 博士
語文別 英文
論文頁數 139頁
口試委員 指導教授-馬敏元
口試委員-陳國祥
口試委員-張育銘
口試委員-管倖生
口試委員-洪郁修
口試委員-何俊亨
中文關鍵字 產品魅力因素  產品採用屬性  產品需求因素  創新擴散  鴻溝 
英文關鍵字 Product attraction factors  Product adoption attributes  Product need factors  Chasm  Innovation diffusion 
學科別分類
中文摘要 ■ 背景與目的

為了找出影響消費者採用行為的產品魅力因素,透過創新擴散理論與魅力工學理論為基礎,來探討產品採用屬性及產品需求因素。再以鴻溝理論為基礎,以尋求影響新產品採用的關鍵因素。

■ 實驗流程
1.探討影響創新採用速率的產品採用屬性(1)先以開放式問卷來調查影響消費者購買3C產品原因,再加上相關文獻的整理,總計獲得98項產品採用項目;接下來(2)再利用多元尺度法及集群分析進行歸納,將98個項目區分成七個構面,並將這些構面命名為"產品採用屬性",包含有社會價值觀、安裝技術、使用成本、服務製造、個人偏好與需求、品質特徵、軟硬體設計等;(3)並繪製構面空間圖,將七個構面再區分為二個軸向,分別為X軸及Y軸,在X軸的二端為心理性層面與需求性層面,Y軸的二端為技術性層面與功能性層面。
2.尋求影響採用行為的產品需求因素,產生步驟如下: (1)對消費者創新產品的購買原因進行調查,透過評價構造法(EGM),整理歸納為23個產品需求因素;(2)使用因素分析將23個產品需求因素區分為:產品資訊來源因素、產品外觀設計因素、產品功能與品牌形象因素、產品耐用及操作愉悅因素四大類。
3.根據創新性量表與23個產品需求因素以區分採用速率快慢,把受測者區分為創用者、早期採用者、早期大眾、晚期大眾、落後者等五類型的採用者。並採用單因子變異數分析,以檢測五種類型的採用者對23個產品需求因素及產品採用屬性的認知差異。
4.最後,探討早期採用者與早期大眾之間存在鴻溝的關鍵因素,以及群體與群體之間產生裂口的原因。

■ 五類採用者的認知差異之分析
1.從事後檢定的結果來看,創新採用者及早期採用者對23個產品需求因素的認知上,沒有任何認知差異存在;就產品採用屬性而言,裝置技術是唯一影響創新採用者及早期採用者認知的屬性,如果新產品的裝置技術,並非屬於不連續性創新,就可以將創新採用者及早期採用者,在推廣新產品的市場區隔上視為同一群。
2.除了F7及F23,這2個產品需求因素對晚期大眾的影響大於落後者之外,晚期大眾及落後者在其餘21個因素的認知上並沒有有差異存在。
3.就創新採用者或早期採用者與早期大眾,對有些產品需求因素的認知有差異存在。例如:F6、F8、F9、F10、F13、F14、F22及F23等8個因素,在這些因素中,對創新採用者或早期採用者的影響,都比早期大眾來的多。
4.五種類型採用者對於社會價值觀及花費使用的成本屬性的認知沒有差異存在,對於其他五個產品採用屬性都有認知差異存在。社會價值觀對所有採用者的影響是最低的。軟體及硬體設計的平均值最高,標準差最低,這顯示採用者認為新產品的軟體及硬體設計屬性很重要,而該屬性對購買決策有很大的影響力。

■ 鴻溝與裂口的關鍵因素
1.創用者與早期採用者的第1個裂口:第1個裂口來自於A2,事後檢定的結果可以看出,創用者比其他4個採用者更重視新產品的安裝及操作技術。
2.早期採用者與早期大眾間的鴻溝:早期採用者與早期大眾的認知差異來自於F6、F8、F9、F10、F23、A6、A7等7項,其中產品外觀設計構面中的因素就佔了三項,顯示他們非常在意產品本身的特質,像是質感、觸感、包裝、代言人形象及顏色等,另外,心理的感覺也很重要,產品一定要能帶給他們使用上的愉悅感。
3.早期大眾與晚期大眾間的第2個裂口:早期採用者與早期大眾的認知差異來自於F9、F10、F12、F13、F15,其中產品功能與品牌形象構面中的因素就佔了三項,顯示他們非常產品的品牌及功能性是否能帶給他們在使用上的利益,此外,產品外觀及產品使用的愉悅感也是他們所考量的因素。
4.晚期大眾與落後者間的第3個裂口:與其他裂口及鴻溝比較起來,第3個裂口是唯一一個明顯受到F7 (產品資訊來源溝面)所影響,也就是說,晚期大眾比落後者更在意銷售員是否能仔細的介紹產品資訊。然而,比較有趣的是,晚期大眾比落後者容易受到新產品有新奇有趣的特色、用起來有愉悅的感覺所影響。
英文摘要 ■ Research background and purpose
In order to find out product attraction factors affecting consumer adopter behavior, this study explores product adoption attributes and product need factors based on Innovation Diffusion Theory and Miryoku Engineering. Further, Chasm Theory was used as a refer-ence to search for key factors affecting adoption rate.

■ Experiment and procedure
1.Exploring product adoption attributes affecting innovation adoption rate, the researcher did the following: (1) Firstly, the open questionnaire and reference review were utilized to investigate factors that consumers purchase innovation products. This study found 98 product adoption items. (2) Then the author used multidimensional scaling and clus-ter analysis to sum up in order to divide 98 items into seven dimensions. The author named these dimensions as “Product Adoption Attributes” which include “social value”, “installation technology”, “usage cost”, “manufacture and service”, “personal prefer-ences and needs”, “quality features” and “software/hardware design”. (3) The author drew spatial plots of dimensions, and the seven dimensions were further divided into two axes, respectively X-axis and Y-axis. The two sides of X-axis were requirement level and psychological level. The two sides of Y-axis were technical level and func-tional level.
2.Here are the steps below to find product need factors affecting adoption behaviors. (1) The author investigated reasons that consumers purchased innovation products, and organized these reasons into 23 product need factors through Evaluation Grid Method (EGM). (2) By Factor Analysis, these 23 product need factors were classified into four factors, “product information sources”, “product appearance design”, “functions and brand images” and “duration & manipulation pleasure”.
3.According to Innovativeness Scale and 23 product need factors to discriminate adop-tion rate, respondents were divided into five categories of adopters, “innovations,” “early adopters,” “early majority,” “late majority,” and “laggards”. To analyze the cog-nition difference between different adopters: this study utilized One-way ANOVA to test cognition difference of five categories for 23 product need factors and product adoption attributes.
4.Ultimately, this study explored the key factors of the chasm between early adopters and early majority, and the reasons why cracks appeared between categories.

■ Analysis about the cognition differences between five categories of adopters
1.The result of post hoc tests showed that there were no cognition differences between innovators and early adopters on 23 product need factors. However, installation technology was the only one product adoption attribute affecting cognition of innova-tors and early adopters. If the installation technology of a new product does not be-long to discontinuous innovations, innovators and early adopters may be regarded as the same group in market segmentation on promotions of new arrival 3C products.
2.In terms for F7 and F23, the influence on late majority was greater than that on lag-gards. Except these, there were no cognition differences in the all factors between late majority and laggards.
3.There were cognition differences in several products need factors between early major-ity and innovators or early adopters. For instance, the eight factors, including F6, F8, F9, F10, F13, F14, F22, and F23, had greater impacts on early adopters or innovators than on early majority.
4.For five adopter categories, there were no significant cognition differences in attributes of social value and usage cost, but there were cognition differences in the other five at-tributes. To the all adopters, the influence of social value was the lowest. The mean of software / hardware design was the highest, but its standard deviation was the lowest. It indicated that adopters considered software / hardware design of new products as important attributes; it had considerable influence on the purchase decisions.

■ Key factors why the chasm and cracks appear
1.The first crack between innovators and early adopters: The first crack was resulted from A2. The results of post hoc test showed that innovators put more emphasis on in-stallation technology of new products.
2.A chasm between early adopters and early majority: The significant cognition differ-ences between early adopters and early majority were from F6, F8, F9, F10, F23, A6, and A7. Among the seven items, the dimension of product appearance design possessed three items, indicating that they stressed the importance on product features such as texture and touch, package, image of celebrity spokespeople, and color. Besides, regarding inner feelings, products must give them the sense of pleasure.
3.The second crack between early majority and late majority: The significant cognition differences between early adopter and early majority were from F9, F10, F12, F13, and F15. Three items in these five ones belonged to the dimension of product functions and brand images, revealing that early adopter and early majority stressed the impor-tance of product functions and brand images. In addition, they also take product ap-pearances and the sense of pleasure into account.
4.The third crack between late majority and laggards: The third crack was the only one obviously influenced by F7 (dimension of product information sources), compared with the other cracks and the chasm. In other words, late majority were more con-cerned than laggards about whether salesmen introduced product information carefully. It is also interesting to note that late majority were easier than laggards to be affected by fresh and interesting features of new products and the sense of pleasure.
論文目次 中文摘要 I
Abstract III
致謝 V
Contents VI
List of Tables IX
List of Figures XI
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 3
1.3 Research scope and Limitations 7
1.4 Organization of the Dissertation 7
1.5 Research Flow Chart 10
Chapter 2 Literature Review 11
2.1 Product Attributes Affecting Innovation Adoption Behavior 11
2.1.1 Abstract perceived product attributes affecting adoption behavior 12
2.1.2 Concrete product attributes affecting adoption behavior 13
2.2 Defining Adopter Categories Characteristic 15
2.2.1 Rogers’s innovation diffusion theory and the adopter categories’ model-continuous model 16
2.2.2 Moore’s innovation diffusion theory and the adopter categories’ model-un-continuous model 19
2.2.3 Bass’s innovation diffusion theory and the adopter categories’ model-continuous model 21
2.3 To Evaluate New Product Attractiveness to Consumers 24
2.3.1 Kansei Engineering 25
2.3.2 Miryoku Engineering 26
2.4 Response Hierarchy Models 29
Chapter 3 Develop “Product Adoption Attributes” Affecting Adop-tion Behavior 31
3.1 Pre-test-Create Product Adoption Attributes 32
3.1.1 Select products 33
3.1.2 Measures 33
3.1.3 Respondents 34
3.1.4 Analysis 34
3.2 Formal Experiment-Establish Dimensions of Product Adoption
Attributes 35
3.2.1 Measurement and respondents 36
3.2.2 Construct respondents’ cognition space 37
3.2.3 Construct dimensions of product adoption attributes 37
3.3 The Comparison between Perceived Product Attributes and Product adoption attributes 44
Chapter 4 Establish “Product Need Factors” Affecting
Adoption Behavior 47
4.1 Procedure and Method 47
4.1.1 Select 3C products as representative 47
4.1.2 Prepare for the In-depth interviews 48
4.1.3 Interviewees 49
4.2 Analyze Consumer Behavior and Construct Diagram of EGM 50
4.2.1 Build consumers' buying behavior model of new products 50
4.2.2 Cognitive stage (learn) analysis 51
4.2.3 Emotion Stage(feeling) analysis- diagram of EGM 54
4.2.4 Defining the content of product need factors 59
4.3 Verify product need factors 61
4.3.1 Analysis of respondents 62
4.3.2 Results of Factor Analysis 63
Chapter 5 Analyzing Cognition Differences of Product Between Different Categories of Adopters 67
5.1 Measure Consumer Innovativeness 67
5.1.1 An assessment of IS and DSI 70
5. 2 The Formal Experiment 75
5.2.1 Dividing respondents into five adopter categories 76
5.3 Five Adopter Categories’ Cognition Differences in Product Need Factors 78
5.4 Five Adopter Categories’ cognition Differences in Product Adoption Attrib-utes 81
Chapter 6 Conclusions and Suggestions 84
6.1 Conclusions 86
6.1.1 The meaning of management and design of product adoption attributes 86
6.1.2 The meaning of management and design of product need factors 87
6.2 Suggestions 89
6.2.1 A discussion of the chasm and cracks 89
6.2.2 Suggestions for new 3C products 93
6.3 Suggestions for Follow-up Research 95
References 97
中文文獻 105
Appendix 106
Vita 138
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