消費者對創新產品採用意願之研究-以平板電腦為例

本研究以 Rogers（1995）的創新擴散模型及 Holak（1988）的新產品採用模型為理論基礎，針對平板電腦產品特性及市場概況，去探討資訊來源對消費者創新接受程度的影響，及消費者創新接受程度與創新擴散屬性對創新產品採用意願的影響。本研究以「深入訪談法」，訪談10位年齡在20至39歲，學歷為大專以上的受訪者，以半結構性問題為主，探索性、敘述性之定性、質化資料。經本研究訪談結果分析發現，資訊來源的愈多消費者接受創新程度愈高、消費者創新接受程度愈高對創新產品採用亦愈高、及創新擴散會影響創新產品的採用意願。

關鍵字

資訊來源；創新擴散屬性；創新接受程度；創新採用；深入訪談

並列摘要

This research is based on Rogers’s(1995) innovation diffusion model and Holaks’s (1988) new product adoption model. The study takes Tablet PC as an example to explore the influence of information source to consumer`s innovation acceptance, and the respective influence of consumer`s innovation acceptance and the attributes of Innovation diffusion to the innovation adoption. This research begins reviewing relevant articles, and then sets up framework and hypotheses of this research according to its theoretical foundation, select proper scale for study tool, the convenience sampling has been applied. The research used the “in‐depth interview”, interviews with 10 respondents, aged 20-39 years, and education for the college of respondents. The empirical evidences show that the following major points, the information source is positively related to the innovation adoption, the consumer`s innovation acceptance has a positive relationship with the innovation adoption, and the attributes of innovation diffusion may influence the innovation adoption.