臺灣博碩士論文加值系統

經由探討消費者創新採用的相關文獻,認知的產品屬性及消費者特性是影響消費者購買創新產品意願的兩大關鍵。本研究利用Holak and Lehmann創新產品與消費者購買意願的研究為模型,以消費者特性和產品屬性研究消費者的購買意向的影響。
本研究使用網路自填問卷的發放及調查方式收集問卷資料,使用信度分析檢測問卷內容的一致性，再使用結構方程式分析來驗證創新產品的屬性和消費者的特質之間的關係，及其如何影響消費者的購買意向。最後加入單因子變異數分析驗証不同人口變數對消費者特性及消費者對創新產品購買意願的影響，並以電力線上網器為實證研究產品。
根據實証結果發現，消費者特質中的創新接受程度會影響電力線上網器採用意願，而消費者對於產品的知識，消費者的知覺風險，以及知覺的產品屬性並不會影響消費者採用電力線上網器的採用意願；而透過單因子變異數分析也發現，消費者人口變數中的性別，婚姻狀況，年齡，教育程度，收入，以及居住區域，皆會影響電力線上網器的採用意願，而人口統計變數中的職業，並不會影響消費者採用電力線上網器。因此，在推廣電力線上網器的成功關鍵可著眼在使企業先行了解消費者特質中創新接受的程度及消費者的人口統計分析，並使創新產品具備使消費者接受的特徵，才能引起其注意，並產生採用意願。

This study utilizes Holak and Lehmann’s (1990) framework of innovation adoption and explores the impact of new product attributes (relative advantage, compatibility, and complexity) and consumer characteristics (consumer innovativeness, product knowledge, perceived risk) on consumer purchase intentions, taking the product HomePlug as an example. Using a self-administered survey (N=655), reliability analysis was applied to the data to examine the consistency of the questionnaire, and structural equation model was used to examine the relationship between the three constructs (Consumer Characteristics, Product Attributes, and Purchase Intention). We also use one-way analysis of variance was applied to examine the impact the demographic variables have on the different consumer characteristics and purchase intention.
The major findings of this study are that consumer innovativeness influences purchase intention, while product knowledge, perceived risk, relative advantage, compatibility, and complexity do not. And the one-way ANOVA result also lead us understand the demographic variables such as gender, marital status, age, education, income, and residential area have effect on purchase intension, while occupation do not. Based on these findings, the success factor for HomePlug can be said through understanding consumers’ demands and demographic are the best way to increase the market penetration rate.

TABLE OF CONTENTS
ABSTRACT I
摘要 II
ACKNOWLEDGEMENTS III
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Background and Motivation. 1
1.2 Research Purpose. 3
1.3 Research Process. 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Power Line Communication Technology. 5
2.2 Fundamentals of the Research Framework. 7
2.3 Definition of Relevant Research Variables. 8
2.3.1 Demographics. 8
2.3.2 Consumer Characteristics. 9
2.3.3 Perceived Product Attributes. 10
2.3.4 Purchase Intention. 11
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 12
3.1 The Conceptual Model. 12
3.2 Hypothesis Development. 13
3.3 Questionnaire Design and Operational Definitions of the Research Variables. 15
3.3.1 Questionnaire Design. 15
3.3.2 Operational Definition of the Research Variables. 16
3.4 Sampling Method. 20
3.4.1 Target Population. 20
3.4.2 Sampling Frame. 20
3.4.3 Survey Method. 21
3.4.4 Sample Size. 21
3.5 Data Analysis. 22
3.5.1 Descriptive Statistical Analysis. 22
3.5.2 Purification and Reliability of the Measurement Variables. 22
3.5.3 Verification of the Variables’ Relationships through Structural Equation Modeling (SEM). 23
3.5.4 Determination of the differences in the Research Variables through One-way ANOVA. 24
CHAPTER FOUR RESEARCH RESULTS 25
4.1 Introduction. 25
4.2 Descriptive Analysis. 25
4.3 Factor Analysis and Reliability Tests. 27
4.3.1 Consumer Characteristics. 29
4.3.2 Perceived Product Attributes. 29
4.4 Structural Equation Modeling. 30
4.5 One-way ANOVA. 32
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 35
5.1 Research Conclusions. 35
5.1.1 The Establishment of the Structural Model and Verification of Hypotheses. 35
5.1.2 Demographic Information Analysis Results. 36
5.2 Contributions of This Study. 37
5.3 Managerial Implications. 37
5.4 Limitations and Future Research Recommendations. 38
5.4.1 The Limitations of the Study. 38
5.4.2 Future Research Recommendations. 39
REFERENCES 40
APPENDIX QUESTIONNAIRE – CHINESE 42

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