- 學位論文
消費者價值觀及新產品屬性對創新產品購買意願的影響-以電動刮鬍刀為例
The impact of the consumers’ adoption willingness in consumers’ values and characteristics of new product-An example of electric shavers
摘要
對於現今的消費者，必須面對不斷推陳出新的產品，以及不斷地對創新性產品作出購買決策，因此消費者面對這些產品時，消費者其本身的過去經驗、自我的價值觀及使用習慣，與創新性產品其特性及屬性等，不同的消費者其價值觀也不同，對於產品屬性的偏好認知亦不同。 目前大多數對創新的研究，多是以資訊科技產品類為主，卻較少是以一般日用消費品為研究對象，著眼於此，本研究乃藉著電動刮鬍刀這項產品，欲探討消費者在面對創新性產品時，消費者的價值觀及創新性產品的產品屬性對消費者新產品購買意願之影響；以及探討創新採用者類型之間的不同之處，以擬定出有效的行銷策略，讓創新電動刮鬍刀產品能更快有效地行銷到市場上。 本研究以電動刮鬍刀為實證標的，採取便利抽樣，針對男性的消費者進行問卷發放，共發出550份問卷，回收430 份，回收78.18﹪。其中以擁有電動刮鬍刀者有184份，尚未擁有電動刮鬍刀者有178份，廢卷68 份，可分析問卷共計362 份，有效回收率65.81 ﹪。 研究結果發現消費者的嘗新-社會性價值觀及情感性價值觀與新產品購買意願具有顯著關係；而新產品的可觀察性、相容性及相對優勢與新產品購買意願亦具有顯著關係。 研究結果顯示，依據消費者採用新產品的時程，將消費者分為創新者、早期採用者、早期大多數採用者、晚期多數採用者及遲緩者，在消費者特性與消費者價值觀上，越創新者越為年輕、學歷多在大學專科以上、工作性質以專業人員為主、月收入明顯高於越落後者且多單身獨立生活，居住在台北市；對於新奇、獨特的產品較有興趣，且較容易被新科技商品或流行性商品所吸引，至於能表現社會地位的產品也較有興趣；較易受到廣告內容的誘惑，也較容易被銷售人員的服務態度所影響；對於產品的功能性亦較為重視，越落後者則剛好相反。就產品屬性而言，越創新者越容易被產品的可觀察性、相容性與相對優勢所吸引，卻越不會在意產品的複雜程度，越落後者則恰為相反。
並列摘要
This research discusses the consumer values and characteristics of new product that affect consumers’ adoption willingness of daily consumer goods. And discuss the differences among consumer values and characteristics of new product of adopter categories. Researcher hopes this research can help firms in marketing affairs and product research and development. Electric shavers will be the project of this research, and selected interviewers who are male are research targets for questionnaires. This research uses convenience-sampling method. For the 430 received questionnaires of 550 issued, there are 362 effective questionnaires. The effective received rate is 65.81﹪. This research finds that consumers’ attempt of novelty-social values and emotions values are significantly correlated with consumers’ adoption willingness. In regard to property of new product, the observation, compatibility and relative advantage of new product are significantly correlated with consumers’ adoption willingness. This research divides consumers into five groups：innovators, early adopters, early majority, late majority, laggards. Regards, consumers’ personality traits and values, people who adopt electric shavers earlier are younger, higher college educational background, professional job functions in mass, higher month revenue, moss living along and in Taipei city. They are more interested in novelty and unique products, more easily attracted by new technology products or popular fashion products, more appeal to products that can spread out social status, more easily lured by commercials, more easily influenced by salesclerks’ service attitude, and pay much attention to products’ capability. In regard to property of new product, they are more easily attracted by the observation, compatibility and relative advantage of new product, not care the complexity of new product.