- 學位論文
資訊新產品採用期間分析－以中華電信MOD為例
The Research on Adopting Period of Informational New Products －The Case of MOD
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摘要
電信產業為一高科技及高度競爭之產業，為維持市場佔有率、保持競爭優勢，勢必得不斷推出滿足消費者需求的新服務。在眾多的新興產品中，MOD為典型結合資訊、電信與媒體科技的新產品，而被中華電信認為是現今結合電信之資訊新產品中，最具發展潛力的明星產品。 根據Cooper與Kleinschmidt（1991）二人估計，新產品在上市時失敗率約為75％，因此如何減少產品失敗率、提高市場競爭力為本研究之首要課題。而本研究主要目的在於探討不同消費者特性、新產品屬性、產品涉入程度及不同人口統計變數對消費者採用新產品期間之影響；並據此研擬發展出研究架構及研究假設，依據實證結果提供企業之行銷參考及後續研究者之研究建議，希望不但能對企業在增加產品之成功率、提高市場競爭力方面有所貢獻，且對後續研究者在研究方面有所幫助。 本研究以大台北地區之中華電信ADSL用戶為研究母體，採親自發放問卷方式，共發放300份問卷，回收277份，有效問卷230份，有效回收率為76.67％。將問卷所得資料以描述性統計分析、主成分因素分析、存活分析等方法，分別驗證本研究理論架構所提出之假設，且得到下列研究發現： 1. 在產品屬性與採用期間的影響方面：本研究發現，除了相容性對採用期間沒有顯著影響外，複雜性、相對優勢對採用期間有顯著的影響，其中相對優勢與採用期間為正向顯著關係。 2. 產品涉入程度與採用期間長短無顯著相關。 3. 消費者類型與採用期間的影響方面：創新者相較於落後者，對採用期間有顯著之影響。 4. 人口統計變數對採用期間長短之影響不大。
並列摘要
Telecommunication industry is an industry of high-technical and high-competitive, must needs launch new services ongoing to satisfy customers for keeping market penetrate rate. MOD is a typical product for convergence of information, telecommunication and media, and be regarded as the star product by Chunghwa Telecom. According to Cooper and Kleinschmidt (1991) estimated, the failure rate of new product is 75%, therefore how to reduce the failure rate and raise marketable competitiveness are the most important issues. The main purpose of this research is find the effects upon adopting period by type of adopter, characteristics of new product, product involvement, and demographics; and according to develop the researchful structure and hypothesis, give suggestions to operator and the latter researchers from the result, hope have contributions to operator of increasing the success rate, raise competition, and to the latter researchers. MOD is the object of this research, and selected interviewers who used ADSL are research targets for questionnaires. The questionnaires be sent by researcher. For the 277 received questionnaires of 300 issued, there are 230 effective questionnaires. The effective received rate is 76.67%. Using the methods such as descriptive analysis, main factor analysis and survival analysis, got following conclusions: the research finds that innovators, the complexity and relative advantage of new product are significantly correlated with consumers’ adopting period.