以推敲可能模式探討消費者創新與新產品採用之影響

Appling the Elaboration Likelihood Model for Consumer Innovativeness and New Product Adoption

黃偉珉(Wei-Min Huang)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00063

摘要

自從第一代iPhone的問世，宣告著進入智慧型手機的時代。時至今日，智慧型手機已變成現代人不離手的產品。智慧型手機跟傳統手機其主要差別在於智慧型手機可透過APP程式下載，讓手機不僅僅只是通訊，而是變成個人化的設備。隨著智慧型手機熱賣，APP程式需求也大幅的增加。對於眾多的APP程式，廠商要如何推行行銷策略，來達到一推出即可吸引消費者使用，並且引領後期大量使用者進而達到風潮之效果，成為APP廠商面臨的重要議題。
過去許多學者指出特定領域創新對於新產品採用有正向顯著影響，然而過去研究往往著重於新產品採用者的特性，而沒有探討要如何透過訊息提供以刺激特定領域創新消費者。此外，特定領域創新的消費者可能會受本身涉入程度(意願)及先天創新(能力)而對於選擇訊息路徑時有所差異。因此，本研究以推敲可能模式整合特定領域創新為理論基礎，納入涉入程度及先天創新的干擾，探討不同路徑訊息對於特定領域創新與新產品採用的影響。
本研究調查以有使用過APP程式的智慧型手機用戶為對象，進行統計及分析資料，藉以驗證所提出之模式。本研究結果發現，論點品質及來源可信度對特定領域創新有顯著影響，特定領域創新會進一步影響新產品採用行為。此外，涉入程度對於論點品質與特定領域創新具有中介效果；先天創新對於來源可信度與特定領域創新有顯著干擾效果。最後，依據研究結果提出了相關的結論與建議，以提供APP廠商面臨新產品推出時之參考。

關鍵字

特定領域創新 ； 推敲可能模式 ； 涉入程度 ； 先天創新 ； 新產品採用

並列摘要

Due to the advent of the first generation iPhone, smart phones have become the modern products for the customers. The main differences between Traditional mobile and smartphone is that via APP program downloading, the smartphone is not only just a communication tool, but a personal device. The demand of APP program significantly accelerates, followed by the increasing selling of smart phones. For APP program vendors, they have to consider how to implement marketing strategies to attract consumers to use, especially for early adopters. Early adopters, such as opinion leaders, may create positive word-of-mouth, and persuade other consumers to purchase the product.
Previous studies have pointed out that domain-specific innovativeness have a significant and positive effect on new product adoption. However, those previous studies on the characteristics of innovative adopter, but do not explore how to stimulate domain-specific innovativeness through providing information. In addition, even though providing the same message, not every consumer has the same degree of domain-specific innovativeness. The persuasiveness of information for domain-specific innovativeness may be affected by consumer’s involvement (motivation) and innate innovativeness (ability). Therefore, this study integrates domain-specific innovativeness with Elaboration Likelihood Model for new product adoption. This study also incorporates involvement and innate innovativeness as the moderating variables to explore the influences of persuasive messages on domain-specific innovativeness. In order to validate the proposed model, this study collect data by questionnaire survey and uses APP program of smartphone users as the research population.
The results of this study found that argument quality and source credibility have positive influences on the domain-specific innovativeness, which will further affect new product adoption behavior. Besides, involvement mediates the influences of argument quality on domain-specific innovativeness, while innate innovativeness moderates the influences of source credibility on domain-specific innovativeness. The findings of this study provide suggestion and managerial application for APP manufacturers while launching a new product.

並列關鍵字

Domain-Specific Innovativeness ； Elaboration Likelihood Model,Involvement ； Innate Innovativeness ； New Products Adoption

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