隨著時代改變,產品、服務推陳出新,新商品推出的初期,如何抓住目標客群中的「創新者」(innovators),並制訂正確的行銷策略,成為相當重要的課題。Engel, Kollat & Blackwell(1978)指出,消費者在決策過程中,將會受到生活型態的影響;而Wells & Tigert(1971)則發現,對創新產品使用頻率高的消費者擁有追求流行、喜愛社交等特性。在找出勇於在早期採用新產品的消費者特質後,更進一步瞭解到消費者在產品上具有的主觀知識、客觀知識,以及其是否為意見領袖等,皆對於創新接受度有相當大的影響。因此本研究以咖啡為例,探討台灣地區消費者生活型態、咖啡產品主觀知識、客觀知識、意見領袖程度,是否影響其對咖啡的創新接受度,其中並以意見領袖程度為中介變數,探討不同知識程度不同的消費者對咖啡創新接受度的不同是否為來自意見領袖程度的影響。 本研究所得之結論如下: 1.不同生活型態的消費者,對咖啡的創新接受度顯著不同:「自信流行的享樂型」的消費者在咖啡的創新接受度上明顯較「大而化之的運動型」高。 2.不同生活型態的消費者對咖啡的創新接受度不同,是受到咖啡主觀知識的高低、咖啡產品的意見領袖程度不同的影響,亦即此二變數為中介變數。 3.消費者的咖啡主觀知識、客觀知識和意見領袖程度對其咖啡的創新接受程度有正面的影響。 4.消費者的咖啡主觀知識、客觀知識和意見領袖程度具有正相關。 5.女性對咖啡的創新接受度顯著較男性高。 6.喜愛烹飪或對飲食較注重者,對於咖啡的創新接受度較高。
There is more and more innovation of products and services nowadays. It is vital for enterprises to draw up a series of appropriate marketing strategies to aim at the “innovators” of target customers while new products come out. Wells & Tigert(1971) ‘s research pointed out that consumers who used innovative products frequently had characteristics of chasing after fashion and loving social activities. Besides, subjective knowledge and objective knowledge towads product would have effects on consumer innovativeness. Taking coffee as an example, we hope to analyze how lifestyles, subjective knowledge, objective knowledge and level of opinion leadership influence consumer innovativeness towards coffee. Some conclusions were discovered: 1.The reason consumers with diverse lifestyles have different innovateiveness towards coffee is generally because of their level of knowledge and opinion leadership towards coffee aren't alike. 2.Subjective knowledge and objective knowledge of coffee have positive effect on consumers' innovativeness towards coffee. 3.There is a positive correlation between consumers' subjective knowledge, objective knowledge and opinion leadership level of coffee. 4.Females have significantly higher innovativeness of coffee. 5.Consumers who like to cook or take diet seriously have higher innovativeness of coffee.