- 學位論文
消費者特性與便利商店多媒體資訊機採用意願之研究
The Study of the Consumers’ Characteristics and the Intention of Adoption of Multimedia Kiosk in the Convenient Store
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摘要
在科技日新月異的時代裡，各式各樣產品不斷推陳出新，而要如何滿足現今消費者的需求更是廠商所面臨的難題。多媒體資訊機以不同的型式出現在日常生活中，像是自動提款機(ATM)、大眾運輸的自動售票機、醫院內的預約掛號機，以及觀光景點的遊客導覽機等，多媒體資訊機已經逐漸融為大眾生活中的一部份，但有些形式的多媒體資訊機在推出後往往無法得到消費者的青睞；因此本研究即欲了解有如何提升消費者對新產品的採用意願，而消費者之採用意願會受到何種因素影響。 本研究依據 Rogers（1983）的創新擴散模型以及Holak（1988）的新產品採用模型為理論基礎，探討新產品屬性與消費者特性對於創新產品採用意願的影響，其中更進一步探究消費者特性是否對新產品屬性與創新產品採用意願間的關係具有干擾效果。在新產品屬性的部份，歸納Rogers在創新擴散模型中提出的五個創新特質(相對優勢、相容性、複雜性、可觀察性及可試用性)，且Boyd & Mason(1999)在其研究中指出消費者在採購的處理過程中，品牌為重要的產品屬性，而Rogers(1983)發現消費者在評估新產品及服務時，會相當依賴他人的意見，因此再加上品牌與口碑兩項屬性作為衡量變數；而消費者特性則依據消費者採用新產品的時程分為創新者、早期採用、早期大眾、晚期大眾及落後者五類。本研究之目的欲了解新產品屬性及消費者特性對於消費者在採用新產品時會有什麼樣的影響，及消費者特性在新產品屬性與新產品採用意願間的關係。 本研究以便利商店多媒體資訊機作為研究之標的物，以結構式問卷對板橋市重慶里的消費者進行調查，一共發出370份，最後回收329份問卷，有效樣本共313份，回收率為84.59%。經由統計方法分析後，研究發現新產品屬性與消費者特性皆會對消費者創新產品採用意願產生影響，在新產品的屬性中，相對優勢及可試用性對創新產品採用意願的影響位居前兩位，但不同的消費者特性並不會干擾新產品屬性對創新產品採用意願的影響。因此，本研究認為超商業者應強調多媒體資訊機的便利性及可試用性高的特性，以增加消費者採用多媒體資訊機的意願，更可進一步增加業者的收益。
並列摘要
In the era of science and technology with rapid change, all kinds of products are weeding through the old to bring forth the new constantly and how to satisfy the consumers is the difficult problem that faces the manufacturers. The multimedia kiosk has been melted gradually for a part in masses' life, but some forms of the multimedia kiosk are often unable to be favored by consumers after putting out. So this thesis is to understand how to raise consumers’ adoption willingness of innovative products and the consumers' adoption willingness will be influenced by what kinds of factors. Base on Rogers’s (1983) innovation diffusion model and Holak’s (1988) new product adoption model to probe the influence of consumers’ characteristics and new product attributes on the adoption willingness of innovative products. This thesis probes if there is any interference between new product attributes and the adoption willingness of innovative products in terms of consumers’ characteristics. In the part of new product attributes, this thesis sums up the five innovation specialties that Rogers brought up in innovation diffusion model (relative advantage, compatibility, complexity, observability and trailability). Boyd & Mason (1999) pointed out that brand is the important product attribute during the purchasing process that consumers deal with in their research. Rogers (1983) found out that when consumers are assessing new products and service, they will quite rely on others' suggestion. And in the part of consumers’ characteristics, the consumers’ group divided into five groups: innovator, early adopter, early majority, late majority and laggard. The multimedia kiosk in convenient store will be the object of this research and survey the consumers who live in Chongqing of PanChiao city with the structural questionnaires. For the 329 received questionnaires of 370 issued, there are 313 effective questionnaires. The effective received rate is 84.59%.This research finds that both new product attributes and consumers’ characteristics will influence the adoption willingness of innovative products but there is no interference between new product attributes and the adoption willingness of innovative products in terms of consumers’ characteristics. So the enterprise should highlight the convenience and high trailability to raise consumers’ adoption willingness of multimedia kiosk and increase profit for company.
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