消費者創新性、獨特性需求與購買意願之研究-以智慧型手機為例

最近消費者在任何時間與地點，都人手一隻智慧型手機，甚至有些功能都已取代電腦在每個人生活中的地位，除了手機本身創新性夠，加上現今消費者創新性越來越高；再則也有廠商已由大量生產轉為多樣化生產，其外觀造形具備視覺上的吸引力再以功能上搭配，來滿足消費者獨特性之需求。所以本研究以「消費者創新性」、「獨特性需求」與「購買意願」針對智慧型手機消費族群進行問卷調查，對新上市智慧型手機購買意願接受程度的看法與差異之情形。本研究採用問卷調查法，以研究者自編的「消費者創新性、獨特性需求與購買意願之分析問卷調查」作為研究工具，以高雄市使用智慧型手機之族群為研究對象，採用便利抽樣方式進行；有效樣本共計520 份，調查結果以敘述性統計、信度檢定、因素分析、相關分析、獨立樣本t檢定、單因子變異數分析、迴歸分析等統計方式，進行資料分析。其研究結果發現，消費者創新性對消費者購買意願，有顯著的正向影響效果；而獨特性需求的創意選擇在消費者產品採用創新與使用創新組合，對消費者購買意願影響，均無顯著干擾效果；只有獨特性需求的非大眾化選擇在消費者產品採用與使用創新性組合，對消費者購買意願，均有顯著干擾效果；獨特性需求的避免相似性在消費者產品採用創新與使用創新組合，對消費者購買意願影響，也均無顯著干擾效果；在不同人口統計變數對消費者創新性、獨特性需求與購買意願，有部份顯著差異。

關鍵字

智慧型手機；消費者創新性；獨特性需求；購買意願

並列摘要

In recent yesrs, majority of people owns and uses smartphone wherever and whenever in their daily life, which even replaces peoples’ needs on personal computer and laptops. Design innovations of the smartphone are essential and consumers’ needs on uniqueness and　distinctness are accumulating its significance as well; Smartphone manufactuer are transforming their manufacturing style from “mass production” to “small-volume but large-variety production” to compromise consumers’ demand. Basing on phone functionality, with Visual attractions on the industrial design aspets actually fulfills people’s needs on product uniqueness and distinctness. Questionnaire method was used in my case study to explore and validate consumers’ needs on innovations and distinctness when purchasing their Smartphone, and surveying their desire and acceptability when new Smartphone is launched onto market. The study is conducted by a convenience sampling survey to the smartphone users in Kaohsiung City with the questionnaires developed by author. The data of this study is analysis by Descriptive Statistics, Reliability Test, Factor Analysis, Relative Analysis, Independent t test, Regression Analysis and ANOVA.The findings of the study are as follows:Consumer innovativeness is positive to purchase intention.Crentvie choice counter conformity of need for uniqueness no interference adoptive innovativeness, use innovativeness and purchase intention. Unpopular choice counter conformity of need for uniqueness interference adoptive innovativeness, use innovativeness and purchase intention.Avoidance of similiarity counter conformity of need for uniqueness no interference adoptive innovativeness, use innovativeness and purchase intention.Different demographic variable possess partial influences on consumers’ needs of innovative and uniqueness.