消費者創新性與認知創新產品屬性對新產品接受意願之影響 -以 iPad 為例

Consumer Innovativeness and New Product Attributes Variables that Affect Consumers’ Adoption Willingness: A Case of iPad

蔡馨儀(Tsai-Hsin Yi)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

近年來，隨著個人電腦和智慧型手機的應用普及，不斷吸引各家資訊科技廠商加入推出創新產品。其中，蘋果公司推出 iPad 不但刺激帄板電腦產業的成長，更受到廣大消費者的青睞。
由消費者創新採用的相關文獻中得知，認知創新產品屬性及消費者特性是影響消費者採用創新產品的兩大關鍵變數。故本研究以 Rogers (1995) 五大認知創新產品屬性及 Holak (1988) 新產品採用模型為理論基礎，以 iPad 為研究標的探討消費者創新性、認知創新產品屬性對消費者接受意願的影響，同時也探討消費者創新性是否會強化認知創新產品屬性對新產品的接受意願，期望能對企業在行銷實務及產品研發上有所幫助。
根據研究結果顯示，消費者創新性會影響對新產品的接受意願；而新產品屬性中的相對優勢、複雜性及可詴驗性也會影響消費者對創新產品的採用意願。因此，創新產品的成功關鍵在於企業需先了解消費者的需求，才能引貣其注意，進而產生採用意願。

關鍵字

消費者創新性 ； 創新產品屬性 ； 消費者接受意願 ； iPad

並列摘要

In recent years, as the prevailing of personal computer and smart phone, information technology manufacturers put out various innovative products in succession. Apple iPad not only brought up the growth of tablet PC industry, but also received the masses of consumers’ favor.
According to the literature of consumers’ adoption of innovation, perceived product attributes and consumer traits are two key factors to influence the consumers’ adoption of innovative product. Based on Rogers’s (1995) five attributes of innovation and Holak’ s (1988) new product adoption model. Then takes iPad as example in the research to discuss the consumer innovativeness, new product attributes variables that affect consumers’ adoption willingness of iPad. And to discuss consumer innovativeness moderates new product attributes and consumers’ adoption willingness. Researcher hopes this research will help firms in marketing affairs and product research.
This research finds that consumer innovativeness would influence the adoption of new products and the relative advantage, complexity and trialability in new product attributes would influence consumers’ adoption willingness. Therefore, the key success factors of the new products are to understand consumers’ demand, bring their attention, and then to raise their adoption.

並列關鍵字

Consumers Innovativeness ； New Product Attributes ； Consumer Adoption Willingness ； iPad

參考文獻

林俊宏 (2002)，消費者特性、新產品屬性及環境變數對創新購買意願之影響，成功大學企業管理學研究所碩士論文。

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