高科技產品的誘惑：產品吸引性、產品創新特性與消費者人格特質之影響

The lure of high-tech gadget: The effects of physical attractiveness, innovation characteristics, and personality traits

蕭曼琳(Man-Lin Hsiao)

指導教授 ： 羅惠宜

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2011年)

摘要

在現今的高科技產業中，廠商致力於產品創新與提供多樣化商品希望能滿足消費者的需求。近年來，有些創新的高科技產品在推出後會造成消費者的瘋狂搶購 (例如: iPad)，但有些則乏人問津。面對著多樣化的產品選擇，消費者對於每項科技產品的接受態度不盡相同。很多的證據已經驗證知覺的創新特性可以用來預測消費者對創新產品的接受性 (例如: 技術創新接受模型)。但是，消費者的特質和產品的屬性對創新產品接受性的相關研究目前並不是很多。因此本研究主要目的為探討消費者對於創新產品採用意願、人格特質、和產品特性等變數之間的因果關係。
此研究藉由iPad為研究標的物以驗證分析模型。分析產品創新性與產品吸引性在人格特質與產品接受度之間是否扮演著中介者之角色。本研究採用線上問卷收集資料，抽樣對象分別為iPad使用者 (N=201)與非iPad使用者(N=474)。並且使用結構方程式 (structural equation modeling)做為檢視模型之分析工具。
研究結果顯示產品創新性與產品吸引性在消費者人格特質與其對於創新產品接受度之間扮演著中介者的角色。對於產品使用者，其獨特產品需求以及追求新奇之人格特質皆會直接影響產品接受度，換句話說，對於非產品使用者而言，他們比產品使用者更重視產品創新性與產品吸引性。
消費者擁有追求獨特產品以及新奇資訊之人格特質會展現較高的採用意願。研究結果建議行銷管理者設計產品時，應該考慮目標消費者的特質和加強產品屬性的吸引力，並且在行銷策略設計上，針對目標客群強調產品設計的獨特性與創意性，讓消費者可以知覺到新產品和其他產品之差異性，進而提高消費者對創新產品的接受度。

關鍵字

產品創新特性 ； 產品吸引性 ； 人格特質 ； 創新產品接受度

並列摘要

In the light of harsh competition in high-tech market, many manufacturers devote more efforts to innovate the best high-tech products in order to making human life as comfortable as possible. Recently, the innovative high-tech product such as tablet pc is flourishing and allures consumers. However, the acceptance of a high-tech product differs from consumers. Much evidence has identified perceived innovation characteristics as predicting acceptance (e.g. Technology Acceptance Model). However, identification of personality traits and product attributes influencing acceptance remains equivocal. Therefore, the present study analyzed causal relationships between consumer novelty seeking, desire for uniqueness and risk taking traits, product innovation characteristics, attractiveness, and acceptance.
An iPad as a research object was used to examine the theoretical model. An online questionnaire was used to collect data and divided the respondents into iPad users (N=201) and non-iPad users (N=474).
Results indicate that perceived innovation characteristics and product attractiveness indeed intervened between personality traits and individuals’ high-tech acceptability. However, personality traits directly affect the adoption of innovation only for iPad users. Consumers who desire uniqueness and seek novel things are more willing to adopt an innovative product than others.
Findings also suggest that personality traits are one of critical factors to understand consumer behavioral intention. Marketers could use personality traits to segment their markets. Furthermore, manufacturers launch a new product should stress their product characteristics and to distinguish the uniqueness of products. For innovative products, an effective marketing strategy should reinforce innovativeness and significantly unique characteristics to attract their target consumers.

並列關鍵字

innovation characteristics ； product attractiveness ； personality traits ； acceptance of innovative products

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