以創新採用觀點探討產品個人化之因素

Using innovation adoption perspective to explore factors influencing the intention of product personalization

劉津廷(Chin-Ting Liu)

指導教授 ： 何建德

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

隨著時代的進步，產品行銷的觀點從大眾行銷到分眾的個人化行銷，現在的消費者所渴望得到的產品已經不只是要能替他們帶來功能性等實質面的滿足，還必須具有一些其他無形的價值，例如要能代表其獨特個性，或是地位的象徵等。
綜觀消費性電子產品的發展歷程，我們發現許多產品都呈現一種個人化的過程。現在我們所熟知的個人電腦其實是由以前的公司所使用的大型電腦走向家庭用的個人電腦(PC)，然後再由家庭單位走向個人，也就是現在的筆記型電腦(notebook)；而電話也呈現相同的個人化軌跡，由家用電話邁向現在人手一機的行動電話。然而是什麼原因讓使用者想要擁有屬於自己的個人化商品？
在探討為什麼人們想個人化其商品後，本研究另外提出了另一個觀點，亦即當人們在接受個人化觀念的同時，是否也代表他們正在接受一種新的觀念？而在新觀念的採用上，使用者會考慮到的認知採用特性是不是在個人化觀念的採用上也同樣會考慮到。簡單的說，本研究希望了解：「個人化觀念的採用，是不是也是創新觀念採用的一種？」
在研究方法上是以Blom & Monk(2003)在探究個人化因素時的質化文獻做調查，輔以在新產品採用Rogers(1983)所提出的創新採用特性，再探討此兩者之間的關連性，並以手機個人化的採用做實證研究。
產品行銷者也可以依據本研究結果歸納出使用者個人化產品的採用因素。這些研究結果希望也能提供在產品特性上或是行銷策略上的建議，讓企業更能探究使用者個人化採用的特質，並經由個人化擴散的過程，發展出創新的個人化產品，以增加企業獲利的來源和能力。

關鍵字

個人化,創新採用特性,新產品採用,創新採用過程,創新擴散

並列摘要

With the explosion of technology development, the concept of marketing has shifted from mass marketing to individual marketing. Consumers today are eager for products which can satisfy their mental need, like some other invisible value to reflect their personal identity, or symbolize their status. That is to say, the point of marketing is beginning to focus on the dominant design rather than function.
As we observe the history of consumer electronic product, we can find the process of product evolution developing to the personal product. As we all know that the PC is derived from the big computer (A company only has one big computer to operate before), and now it evolve to the notebook. The same as the telephone, the family own a phone together before, and now everyone has his own cell phone. Therefore, there is a question that why people desire to have a product for his own self?
After discussing about why people personalize their product, the paper proposes another point of view: Do people who adopt the personal product are also a new idea being adopted? Stated another way, could the perceived attributes of innovations be considered when people adopt to the personal products? In briefly, the paper hope to answer the question that, “Do people who adopt a personal product can be also explained as a behavior of new idea adoption?” The research method is deriving from the theory of personalization (Blom & Monk, 2003), with the extend viewpoint of new product adoption (Rogers, 1983), to prove the correlation between theory of personalization and innovation adoption. In the end, we use the cell phone to carry out the survey.
The contribution of the paper is to explore factors of product personalization for marketing manager, to provide marketing strategy for personalization as well. Through the personal product diffusion, we may develop a unique personal product. The most obvious advantages of the paper is to change the cognitive of customer on existing products and sell products more than before, which equal to create added value for corporations.

並列關鍵字

personalization, perceived attributes of innovations, product innovation, innovation decision process, diffusion of innovation

參考文獻

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