- 學位論文
以創新擴散模型預測下階段穿戴式裝置之形態
Using Innovation Diffusion Model to Forecast Wearable Device in the Next Generation.
摘要
面臨科技快速進步的時代，智慧型行動裝置的普及化已影響了人們的生活習慣。近期被熱烈討論的穿戴式裝置已逐漸受到重視，穿戴式裝置的形態相當多元，因此本研究希望透過創新擴散模型中及科技接受模型等其他常被用來影響高科技產品被接受的屬性來了解消費者在面對穿戴式裝置的選擇時較重視的屬性，再進一步探討消費者所偏好的裝置形態。 本研究採用決策實驗分析法（Decision Making Trial and Evaluation；DEMATEL），以檢驗出創新產品構面與社會影響構面各屬性間相互影響的關聯性，並且更進一步運用修訂DANP分析法（A New Version of DANP），了解消費者在面對穿戴式裝置選擇時之屬性權重值。進而結合折衷排序法(VIKOR)進行穿戴式裝置形態的績效評估，以了解消費者們所偏好的穿戴式裝置形態。 在實證研究結果發現消費者在面對穿戴式裝置的選擇決策時大都較重視裝置的「相對優勢」以及「相容性」兩項屬性，而「自願性」為導致程度較高的屬性，其次為「可試用性」，因此建議可先由此兩項屬性著手改善可有助於提高創新產品構面中其他影響消費者採用之屬性，進而提高消費者對穿戴式裝置的採用意願。另外，消費者最偏好的裝置形態為「手戴式」。而在手戴式裝置形態中，又以「手錶」的形式最為大眾所偏好，其次為「手環」。本研究亦針對受訪者的性別、年齡與教育程度進行分群分析，研究結果顯示除了教育程度為國中及以下的消費者最重視「形象」屬性外，其餘消費族群皆最重視「相對優勢」或「相容性」屬性。雖然各消費族群重視的屬性不完全相同，但對於大多數的消費者而言，最偏好的裝置形態仍皆為「手戴式」。除「手戴式」裝置形態外，部分消費族群也偏好「頭頸式」與「身著式」裝置形態。在手戴式裝置形態中除了教育程度為國中及以下的消費者最偏好「戒指」的裝置形式，以及教育程度為高中(職)的消費者最偏好「手環」的裝置形式外，其餘無論是以受訪者的性別、年齡或教育程度的分群分析結果皆顯示，「手錶」為最受消費者所喜愛的裝置形式；在頭頸式裝置形態中較受消費者所偏好的形式有「眼鏡」、「項鍊」與「耳機」；在身著式的裝置形態中最受消費者所喜愛的形式為「上衣」。但以整體而言「手戴式」的裝置形態不論是對於整體消費者或各群體的消費者皆為最偏好的裝置形態。因此本研究推論「手戴式」為下階段主要的穿戴式裝置形態，其中又以「手錶」的裝置形式最受消費者所偏好。
並列摘要
Face the age of technology rapid progress, the popularity of the smart mobile device has effected people’s lifestyle. Recently, wearable devices which have been lively discussed attract people's attention. Form of wearable devices are diversity, so the study want to use the attributes of Diffusion of Innovations Theory, Technology Acceptance Model and others to understand which customer attach more importance when they chose wearable devices, and further discussed customer prefer which type of wearable devices. The study use Decision Making Trial and Evaluation (DEMATEL) to test the interrelated attributes relationship among dimensions of innovation product and social influence. Use a New Version of DANP to understand weight of attributes when customer chose wearable devices, and combine with Vlsekriterijumska Optimizacija I Kompromisno Resenje (VIKOR) to evaluate the performance of type of wearable devices in order to understand customer prefer which form of wearable devices. In the Empirical Research result discovery that "Relative Advantage" and "Compatibility" are more important when people face a wearable device selection decisions. The "Voluntariness" leads at highest degree and then the "Trialability" at the second highest degree. Therefore, we suggest improve the "Voluntariness" and "Trialability" that can improve the attribute of others in the dimensions of innovation product, and then improve the consumer's intention to use wearable device. In addition, most consumers prefer forms of "Hand-Wearing" device. In the form of "Hand-Wearing" device, “watch” is the most popular preference, and “Bracelet "is the next. This study also conducted cluster analysis on respondents’ gender, age and education level. The results show that in addition to consumers’ education level are junior high school and below ,they most value "Image" attribute, the rest of the consumer groups place great emphasis on "Relative Advantage" or "Compatibility" attribute. The consumer groups pay attention to the attribute is not exactly the same, but the majority of consumers whose mostly preferred devices are the form of "Hand-Worn ". Apart from the form of "Hand-Wearing" device, parts of the consumer groups also prefer the form of "Head and Neck-Wearing" and "Body-Wearing" device. In addition to consumers’ education level are junior high school and below, they prefer the form of "Ring" device and consumers’ education level are senior high mostly prefer the form of "Bracelet" device. The rest of consumers who whether based on their gender, age or education level of the results of clustering analysis all show that the form of "watch" is the most consumer favorite in the form of "Hand-Worn" device. The "Glasses", "Necklace" and "Headphone" are preferred by consumers in the form of "Head and Neck-Wearing" device. The " Clothing " is preferred by consumers in the form of "Body-Wearing" device. However, in general, the form of "Hand-Wearing" device is the most preferred for the all consumers and each group of consumers, therefore we assume that the "Hand-Worn" is the major form of the wearable device in which the "watch" is the most preferred by consumers in the next stage.