新產品特性、通路型態與來源國效應對新產品擴散之影響

THE INFLUENCE OF NEW PRODUCT CHARACTERISTICS, CHANNEL PATTERNS AND COUNTRY-OF-ORIGIN EFFECTS ON NEW PRODUCT DIFFUSION

梁瓊文(Chiung-wen Liang)

指導教授 ： 梁詠貴

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

沿著歷史的隧道，不難發現人類一直不斷地在「創新」；從中國的四大發明，到美國獨立宣言，甚至是愛因斯坦的相對論、李安的臥虎藏龍與王建民的伸卡球等；這些不論是科技、政治、人文上的躍進皆為創新；Higgins (1995)認為創新會對個人、團體、組織或社會產生極大的價值，是掌握競爭優勢的秘訣；Cooper（1984）亦指出新產品佔企業總營業額平均為20%~40%間；然而Cooper 與 Kleinschmidt（1991）估計，新產品上市時的失敗率約為75％，換言之，僅有四分之一的新產品會成功；因而企業若能正確地掌握市場銷售預測，瞭解消費者的需求，配合適當的行銷策略，應可提高新產品上市的成功率。因此，本研究欲以實證研究方式，討論新產品特性、來源國效果與通路型態對新產品擴散之影響。
本研究旨在探討在產品擴散之過程中，新產品特性、來源國效應與通路型態三者間會如何地影響消費者在購買產品時的決策，同時也進一步地探討其產品購買決策是否會因消費者的人格特質、產品涉入與國籍之不同而有所差異。本研究分別以文獻探討、問卷調查、次級資料蒐集三種方式進行。實證研究為購買生技化妝品的台灣與外國消費者為研究對象，並以SPSS量化統計軟體進行分析。
研究結果顯示，新產品特性與來源國效果都會影響新產品擴散；消費者仍主要以百貨專櫃，作為其主要購買產品的來源；此外消費者國籍對新產品擴散有相當程度的影響。因此得知，企業在國際行銷其新產品時，最好選擇百貨專櫃作為主要通路，且提供試用品予消費者，並著重研發膠原蛋白與奈米技術的化妝品，此外應注重產品的服務、產品工藝與信譽而非價格。最後，期望藉由本研究能提供現今企業在進行新產品國際行銷時的決策參考，並對未來相關議題的探討提供進一步的瞭解。

關鍵字

通路型態 ； 新產品特性 ； 來源國效應 ； 新產品擴散

並列摘要

Along the tunnel of history, it’s not difficult to find that humans have constantly been “innovative”; from the four big Chinese inventions to the American Declaration of Independence, even Einstein’s theory of relativity, Ang Lee’s Crouching Tiger, Hidden Dragon and Wang Jien Ming’s Sinker, etc, are all innovations in technology, politics, and humanity. Higgins (1995) thinks that innovation will create extreme values towards individuals, groups, organizations, or society in general; it is as the secret to competitive advantage; moreover, Cooper (1984) points out that new products account for average 20%~40% of enterprise's total turnover. However, Cooper and Kleinschmidt (1987) estimate when new products enter the market the failure rate is about 75%; in other words, only a quarter of new products will succeed; therefore, if the enterprise can correctly predict market sales, understand the requirements of the consumer, and match an appropriate marketing strategy, it should be able to increase the success rate of new products. Therefore, this study employs empirical research to probe into the influence of new product characteristics, country-of-origin effects and channel patterns on new product diffusion.
The purpose of this study is to ascertain how new product characteristics, channel patterns and country-of-origin effects affect consumers’ purchase decision; moreover, whether the difference of personality traits, product involvement and nationality moderate the relationship among new product characteristics, country-of-origin effects and channel patterns or not. This study is carried out in literature review, questionnaire research and secondary data collection. The samples of questionnaire research are Taiwanese and foreigners who purchase biotechnological cosmetics and then analyze it with SPSS statistical software
Results of this study showed both new product characteristics and country-of-origin effects have an impact on new product diffusion; we also can see consumers still mainly take specializing shops of department store as the main source of purchasing products. Besides, nationality influences the relationship between country-of-origin effects and new product diffusion.
Hence, when enterprises market their new products internationally, it would be best to select specializing shops of department store as main channel, to offer the trial product to consumers first and to emphasis on the research and development of cosmetics of collagen and nanotechnology. On the other hand, they should emphasis on the service of the products and workmanship and prestige not price. To conclude, it is hoped that this study would provide a beginning point and understanding of the current situation for further researches on related topics.

並列關鍵字

new product diffusion ； country-of-origin effects ； new product characteristics ； channel patterns

參考文獻

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