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系統識別號 U0026-2208201410325700
論文名稱(中文) 消防機關政策行銷及創新擴散之研究-以台南市政府消防局推廣住宅用火災警報器為例
論文名稱(英文) The Public Policy Promotion and Innovation Diffusion of Fire Department-Taking The Smoke Detector Fire Department of Tainan City Government Promote As Example.
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 102
學期 2
出版年 103
研究生(中文) 蔡承諭
研究生(英文) Chen-Yu Tsai
學號 R47011267
學位類別 碩士
語文別 中文
論文頁數 92頁
口試委員 指導教授-方世杰
口試委員-蘇桓彥
口試委員-黃瀞瑩
中文關鍵字 科技接受模型  創新擴散  政策行銷  住宅用火災警報器  消防 
英文關鍵字 Technology Acceptance Model  Innovation Diffusion Theory  Public Policy Promotion  Smoke detector  Fire department 
學科別分類
中文摘要 住宅用火災警報器在英、美、日等先進國家之推廣已行之有年,對於我國民眾來說尚屬陌生,甚至是一項創新的消防安全設備,因此當這項創新設備處於推廣初期階段,消防機關應設法以最有效率的方式進行推廣工作,並且運用相關行銷方法與技巧來提升民眾安裝住宅用火災警報器之意願,進而有效使警報器普及率有所提升,甚至將其觀念推廣至其他消防政策上,以保障民眾生命財產安全。
本研究結合創新擴散理論、政策行銷及科技接受模型而建立。創新擴散理論部分,本研究以相對優勢及相容性作為民眾對於創新事物之主要認知因素;政策行銷部分,將推廣政策視為產品及服務進行行銷,與民眾交換各自利益,並達到民眾對於防火安全之需求,所採用之政策行銷組合要素為服務、倡導與告知及人力資源。此外,以科技接受模型作為研究主軸,以創新擴散認知屬性及政策行銷組合導入該模型,探討民眾使用住宅用火災警報器的認知有用性與行為意圖。
本研究之研究範圍為台南市,研究對象為台南市民。資料收集方法採問卷調查法,透過發放紙本問卷與電子問卷收集樣本資料,共回收有效問卷計172份,有效問卷回收率為84.31%,結果發現:一、使用者認知相對優勢及相容性對認知有用性有顯著影響。二、使用者認知專業與互利服務、大眾傳播程度對認知有用性有顯著影響。三、使用者認知付出人力程度對認知有用性並無顯著影響。四、相對優勢、相容性、專業與互利服務及大眾傳播對行為意圖影響的過程中,認知有用性具有中介效果。
整體而言,本研究證實相對優勢、相容性、專業與互利服務及大眾傳播程度之提升對民眾安裝住宅用火災警報器是有利的,而付出人力替民眾安裝或教導選購其設備之效果有限。
英文摘要 The smoke detector has been promoted by developed country like England, U.S. and Japan for couple of years. However, it is a novel and inexperienced fire safety equipment for our national. Relative fire authorities should raise people’s willingness installing smoke detectors by standard marketing methods, so that the penetration of smoke detectors could be elevated. Meanwhile, we can promote other safety policy at the same time to make people’s daily life more secure.
This research is established based on innovation diffusion theory, public policy promotion, and technology acceptance model. For innovation diffusion theory, this research considers comparative advantage and compatibility as the main perceived factors of people with regard to novel things. For public policy promotion, we take policy promotion as products and services selling to complement the general knowledge of fire secure. The policy promotion factors we used are service, imforming/educating and personnal. We further import both innovation diffusion theory and public policy promotion into technology acceptance model in order to discuss the perceived usefulness and behavior intention of people using smoke detector.
According to our research results, first of all, the comparative advantages and compatibility of user’s cognitive are with significant impact to perceived usefulness. Second, the profession and beneficial service, and the extent of mass communication are with significant impact to perceived usefulness. Third, the personnel’s effort of user’s cognitive are not with significant impact to perceived usefulness. Forth, perceived usefulness play a intervening variable during the effective process of relative advantage, compatibility, profession and beneficial service, and the extent of mass communication to behavior intention.
In summary, this research has proved relative advantage, compatibility, profession and beneficial service, and the extent of mass communication are benefit to raise the percentage of people installing smoke detector. And personnel’s effort such like helping or teaching people to install smoke detector are not useful.
論文目次 摘要............................I
Abstract.......................II
致謝............................V
目錄............................VI
圖目錄...........................VIII
表目錄...........................IX
第一章 緒論......................1
第一節 研究背景與動機..............1
第二節 研究目的與問題..............7
第三節 研究流程...................9
第二章 文獻探討...................10
第一節 科技接受模型................10
第二節 創新擴散理論................15
第三節 政策行銷...................22
第四節 住宅用火災警報器............33
第五節 文獻探討小結................38
第三章 研究方法...................43
第一節 研究架構...................43
第二節 研究假設...................44
第三節 研究變數之操作性定義與衡量....45
第四節 研究範圍、對象與資料收集方法...50
第五節 資料分析方法................50
第四章 資料分析與研究結果...........53
第一節 敘述性統計..................53
第二節 因素分析及信度分析...........56
第三節 Pearson相關分析............62
第四節 迴歸分析...................64
第五章 研究結論與建議..............71
第一節 研究結果與討論..............71
第二節 理論與實務貢獻..............75
第三節 研究限制...................79
第四節 未來研究建議................80
參考文獻..........................82
附錄:研究問卷.....................89
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