消費者採用創新產品意願之研究－以觸控滑鼠為例

A Study on Consumers' Willingness to Adopt Innovative Product: A Case of Touch Mouse

李建國(Chien-Kuo Li) ； 姚大康(Ta-Kang Yao)

《管理研究學報》 13卷2期 (2013/12) Pp. 103-135

https://doi.org/10.6626/MR.2013.13(2).05

摘要

現今生活中可見的創新商品越來越多，近幾年隨著蘋果公司所推出iPod Touch、iPhone、iPad等產品大賣，其所使用的觸控技術為市場所普遍接受，進而使得目前最熱門的智慧型手機、平板電腦等無不使用觸控作為操作的介面；觸控技術正在改變人們操作資訊裝置設備的習慣，而屬於電腦週邊裝置的滑鼠也趕上這波觸控熱潮，有相當多的公司推出觸控滑鼠上市，觸控滑鼠是一種創新應用產品且目前在市場上的發展尚處於市場的初期階段，創新產品於市場發展的初期階段，其導入市場的失敗率相當高，因此如何提高創新產品導入的成功率，便成為一個重要的議題，為了解創新產品如何為消費者所採用，本研究藉由相關文獻探討及問卷調查分析，探討影響消費者接受並採用創新產品的因素。本研究主要參考過去學者對於創新產品採用的研究架構，歸納相關文獻的研究，並考量觸控滑鼠之特性，提出本研究之假設論點，探討「資訊來源」、「創新產品屬性」與「消費者創新特質」對於消費者採用創新產品意願的影響，本研究架構所定義的變數為「資訊來源」、「消費者創新特質」、「創新產品屬性」以及「創新產品採用意願」四類。本研究以傳統問卷及網路問卷兩種方式並行收集樣本資料，並於調查結束後進行研究假說的檢證，以瞭解消費者採用創新科技產品採用之原因與內涵。本研究結果彙整如下：一、資訊來源會顯著影響消費者的創新特質。二、消費者的創新特質會顯著影響創新產品的採用意願。三、創新產品屬性會顯著影響消費者對於創新產品的採用意願。

關鍵字

觸控滑鼠 ； 採用意願 ； 資訊來源 ； 創新產品屬性 ； 消費者創新特質

並列摘要

There are more and more innovative products these days. With the hot selling of iPod Touch, iPhone, and iPad, the touch panel technology has been widely accepted by the market. The touch panel technology has further applied to all kinds of smart phones and tablet PCs and it has been changing the way people handle information devices. In the rush of touch panel technology, many manufactures of computer peripherals launch touch-controlled computer mice. While the touch-controlled computer mouse is still in its preliminary stage, the market entry risk is pretty high. Therefore, how to enhance the market entry success of innovative products has become an important issue. The research explored the correlation between consumers’ adoption willingness and innovative products through literature review and questionnaire survey. This research begins reviewing relevant articles, and then sets up framework and hypotheses of this research according to its theoretical foundation. With the touch-controlled mouse as an example, the purposes of this research are as follows. 1. To explore the influence of information sources to consumer innovativeness. 2. To explore the influence of consumer innovativeness to the adoption willingness of innovative products. 3. To explore the influence of innovative product attributes to the adoption willingness of innovative products. The research was designed to collect 400 sample data by both standard and Internet questionnaires survey, and later conducted data analysis by statistical software. The findings of this research are as follows. 1. The correlation between information sources and consumer innovativeness is positive. 2. The correlation between consumer innovativeness and the adoption willingness of innovative products is positive. 3. The correlation between innovative product attributes and the adoption willingness of innovative products is positive.

並列關鍵字

Touch-controlled mouse ； Adoption willingness ； Information sources ； Innovative product attributes ； Consumer innovativeness

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