- 學位論文
影響不同創新採用者口碑擴散意願之因素差異
The Study of the Difference Factors that Influence the Different Adaptors Diffusion Word-of-Mouth Intention
摘要
本研究主要目的是以創新擴散理論為基礎，在探討每個採用者之間分別是透過何種因素造成對口碑傳播意願具有影響。並以行動電話採用狀況為研究範圍，因為行動商務時代早已來臨，科技的進步更是瞬息萬變，行動電話相關產品在近十年來已成為各項創新科技產品中銷售量最大，而且是現今社會大眾採用數量最高的商品，已經高達人手一機的景象。企業若能掌控各階段採用者的口碑傳播因素，並於行銷策略中配合呼應的策略，必能更刺激該階段採用者將口碑傳播的效益變為更明顯且有效刺激產品銷售量。 口碑傳播行為是人與人之間每天都會發生的現象，但過去對於口碑的研究大多從訊息內容層面或是探討負面口碑對企業造成的傷害與影響效應居多，並未從創新採用者角度討論此議題，因為購買產品的消費者不可能只有一種行為特質，而透過創新採用者的特質分類可以將社會群體分成五種，分別為創新者、早期採用者、早期大眾者、晚期大眾者與落後者。本研究以不同採用群體的觀念探討口碑傳播因素（關係強度、知覺風險、新奇程度、涉入程度、專業程度與滿意程度）是否有所差異，以致得到更新的結果呈現。針對有購買過行動電話產品的消費者進行研究問卷發放，收回後判定其採用者類型與接續採用統計迴歸分析檢測傳播口碑意願之影響因素的差異性為何？ 結果表示創新者對產品新奇程度有影響效果；早期採用者在個人涉入、專業程度上有影響效果；早期大眾者則為社會關係強度、產品新奇程度、個人涉入與滿意程度具有影響效果；晚期大眾者則在產品新奇程度與個人涉入程度有影響效果；最後，落後者僅在個人滿意程度有影響效果。接續針對研究結果加以解釋並提出未來研究方向與建議，供後續研究者參考之用。
並列摘要
The main purpose of this research is based on the “Diffusion of Innovation Theory”. What the research focuses on is in what factors would leave “word of mouth communication intention” effective among the adaptors. Because of the advent of mobile-commerce age, the progress of technology has varied fast and the products associated with mobile phone have become the largest quantities of sales in each innovative technology product. That those products are used in the largest quantities in the modern society has build up an phenomenon where almost everyone gets one. So mobile phones are adopted in the region of this research. If the business could control the factors of word of mouth communication in every-stage adaptors, it would motivate the adaptors in the certain stage to make the benefit of word of mouth communication more apparent and enhance the quantities of sales of the product effectively. Word of mouth communication is the phenomenon which would happen among people in our everyday life. But most of the past research in word of mouth had been done in the dimension of information or discussing the damages or the effects which negative mouth communion has made on enterprise and has never discussed this topic from the view of innovative adaptors, because it is impossible for the consumers purchasing products, merely have a type of character of behavior, and through innovative adaptors’ characters category, we can categorize the communities of society into the following five types, that is “innovators”, “early adopters”, “early majority”, “later majority” and “laggards”. In this research, I would employ the views from different communities to discuss if there are differences in the factors of the word of mouth communication (including “Tie Strength”, “Perceived Risk”, “Novelty”, “Expertise”, “Involvement” and ”Satisfaction” ), in order to a renewal result, I had distributed questionaries to those consumers who have purchased mobile phones, then judged what is the difference between the categories of users and the intend of continually using the mouth communication of “regression analysis test” after resuming them. The consequence has showed that there is an effect to the innovators in novelty to products; there are effects to the early adopters in personal involvement and expertise; there are effects to the early majority in tie strength, novelty to products, involvement and satisfaction; There are effects to the later majority in novelty to products and personal involvement; Finally, there is an effect to the laggards merely in personal satisfaction. I will increasingly explain and address the future research directions and suggestions grounded on my research consequence, may it could be an reference for subsequent researchers.