以消費者特性、創新採用者類型和產品屬性探討創新產品購買意願

The Study of Consumer Characteristics, Adopter Categories and Characteristics of New Product on the Purchase Intention of Innovative Product

李偉綾(Wei-Lin Li)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200356

摘要

本研究以超音波美容儀為例，主要的研究目的為探討消費者特性、創新採用者類型和不同的創新產品屬性會如何影響消費者對創新產品的購買意願，以及這三者變數之間的關係，同時也探討了不同的創新採用者類型在生活型態上的差異。
首先，本研究先以文獻探討的方式界定各變數的構面，在消費者特性方面採用了人口統計變數和生活型態兩構面；在新產品屬性的部分則採用了相對優勢、相容性和複雜性三構面。在確定了研究架構後，再發展出問卷調查消費者對新產品屬性的重視程度、消費者的生活型態、消費者的創新採用者類型以及購買意願。本研究共回收了278份有效問卷，透過SPSS統計分析結果發現，人口統計變數當中的年齡和教育程度與創新採用者類型之間存在顯著相關；而有部分的生活型態和創新採用者類型之間存在顯著相關。另外，除了晚期大眾外，其餘創新採用者類型之間的生活型態皆有明顯的差異。
在不同創新採用者類型的生活型態中發現，愈早期使用創新產品的族群愈會追求流行、喜歡擔任領導性職務、具有冒險犯難的精神、易受他人的影響、不具有品牌忠誠且對於多功能複雜的產品較感興趣。本研究也發現創新採用者類型在新產品的相對優勢和相容性上皆具有顯著相關，其中分別又和超音波美容儀能「促進臉部保養和吸收」此相對優勢和「對臉部保養清潔的重視程度」此相容性最具相關性，而早期大眾對於新產品相對優勢和相容性的重視程度又明顯高於落後者。另外，除了對「產品偏好程度」此一衡量構面不具有顯著正相關外，新產品屬性當中的相對優勢和相容性與購買意願皆具有正向的顯著關係，表示當產品的相對優勢和相容性愈高時，消費者的購買意願就會愈高。
本研究透過不同的消費者特性、不同的創新採用者類型和對新產品屬性重視程度的不同來研究消費者的購買意願，希望能對廠商在行銷規劃和產品的研發改良上有所幫助。

關鍵字

購買意願 ； 創新採用者類型 ； 新產品屬性 ； 消費者特性 ； 生活型態

並列摘要

This research takes ultrasound beauty for example, mainly explores how consumer characteristics, adopter categories, and characteristics of new product affect consumers’ purchase intentions, and it also discusses the relationship among these three variables. At the same time, this research explores the various life styles among different adopter categories.
First, this research defines the aspects of three variables by literature review. In the dimension of consumer characteristics, this research adopts demographic and life style aspects; in the dimension of characteristics of new product, this research adopts relative advantage, compatibility, and complexity aspects. After confirming the research framework, the questionnaire is designed to survey the consumers’ values to characteristics of new product, consumers’ life styles, consumers’ adopter categories and consumers’ purchase intentions. There are 278 effective questionnaires for this research. Through SPSS statistical analysis, this research finds that age, education and a part of life styles are significant correlated with adopter categories and except for late majority, there are obvious differences of life styles among adopter categories.
The people who adopt new product earlier tend to pursue fashion, like to be a leadership, have the adventure characteristic, be influenced by others, not to be brand loyalists, and interest in complex and multi-functional products. This research also finds that adopter category has significant correlation with relative advantage and compatibility. In relative advantage aspect, adopter category has most significant correlation with “ultrasound spa will facilitate maintenance and absorption of face”; in compatibility aspect, adopter category has most significant correlation with “what degree I value the maintenance and cleaning of my face”. And the value degree of relative advantage and compatibility to early majority are much higher than laggards. Besides, except for “preference to products” aspect, relative advantage and compatibility are significant positive correlated with purchase intentions. It means that the higher of relative advantage and compatibility, the higher of consumers’ purchase intentions.
This research explores consumers’ purchase intentions by various consumer characteristics, different adopter categories and different value degree to characteristics of new product. The researcher hopes this research can help firms in marketing plans, product development and product improvement.

並列關鍵字

Characteristics of New Product ； Consumer Characteristics ； Life Style ； Adopter Categories ； Purchase Intention

參考文獻

林俊宏(2002)，消費者特性、新產品屬性及環境變數對創新購買意願之影響，國立成功大學企業管理研究所碩士論文。

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Barnett, Homer G. (1953), Innovation: The Basis of Cultural Change, New York：McGraw-Hill Book Company.

Bass, Frank M. (1969), “A New Product Growth for Model Consumer Durables,”Management Science, Vol. 15, No. 5, pp. 215-227.

Davis, Fred D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, Vol. 13, No. 3, pp. 319-340.