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研究生:王淑賢
研究生(外文):Wang Shu-shian
論文名稱:消費者創新採用之研究-以第三代無線通訊為例
論文名稱(外文):A Study of Expected Adoption of 3G Wireless Communication -a case in Taiwan
指導教授:林孟彥林孟彥引用關係
指導教授(外文)::Meng-yen Lin
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:62
中文關鍵詞:創新採用第三代無線通訊創新認知屬性
外文關鍵詞:: Innovation Adoption3GPerceived Innovation Arttributes
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網際網路的興起被視為上個世紀的重大發明,然而第三代無線通訊則被視為是二十一世紀初最具發展潛力的創新,根據麥肯席公司估計由於消費者的需求及電信系統業者的促銷,至2005年全球行動電子商市場產值將到1,900億美元,屆時亞洲市場將可達800億美元規模。而在日本NTT 電信公司的I-mode案例的成功更為第三代無線通訊的發展打下信心的基礎,且根據CommerceNet指出台灣的行動電話使用率已達80%,在各電信業者推出其3G產品前,應先了解消費者對於此創新服務的知識與反應,因此本研究目的在於:一、了解消費者對於第三代無線通訊此創新的知識。二、找出有效的指標,用以辨別此創新的潛在使用者與潛在非使用者。根據過去文獻探討找出四個因素:創新認知屬性、消費者人格特徵、人口統計變數與產品使用型態(包括行動電話與網際網路二方面),每一因素下各包含子變數。三、比較創新認知變數與消費者人格特徵的鑑別力。
本研究採用問卷調查方式蒐集資料,採取鑑別分析結果顯示以下八個變數能有效辨別3G的潛在使用與非使用者:節省時間與精力、此創新之使用成本、創新之複雜性、創新之可見性、消費者對科技發展的興趣、消費者對科技的態度、消費性產品之意見領袖與消費者的冒險精神。根據研究的發現,研究者提出三個建議可供企業參考,首先,在新產品推出時,行銷者可利用網際網路與口碑作為與消費者接觸管道,會達到事半功倍的效果。再者,企業再作行銷企劃時,可利用上述據鑑別力的變數作為市場區隔的基礎變數。第三、企業應利用各促銷手法降低消費者在嘗試使用此創新服務的障礙,如成本、需要性及使用設備的問題。研究者同時提出本研究限制與對未來研究之建議。
In last decade, we have witnessed the birth of Internet, and the great innovation of next will be “3 G Wireless Internet.” Nowadays, using a cellular phone and sending short message become a part of daily life. Owing to the success example -NTT DoCoMo’s I-mode in Japan, it is worthwhile to investigate the perception of this innovation form consumers’viewpoints in Taiwan. Thus, the aims of present research are: To investigate consumers’ knowledge about this innovation; to identify predictors of adoption by contrasting potential adopters with potential non-adopters of the innovation on several factors, namely perceived innovation attributes, personal characteristics, demographics, and usage patterns; To exam the effectiveness of personal characteristics and consumers’ perceptive attributes of innovation variables on discriminating potential adopters and non-adopters of 3G Wireless Communication.
Results of this study indicates that The effective variables were consumer’s interests in develop of technology, time and effort saving, usage cost, opinion leadership in consumer goods, complexity of the innovation, attitudes toward technology, venturesome, and observability of the innovation, which may useful for practical implication. In addition, three practical implications were proposed. First, markers should take advantage of Internet and word-of-mouth as main communication channels while introducing the innovation to market; Second, using the effect factors as marketing segmentation base. Finally, marketers should dwindle the barriers that affect people not to adopt the innovation and stimulating their latent needs. Some limitations and suggestion for further research were also mentioned in last chapter.
Contents
Abstract II
Acknowledgement III
Contents IV
Lists of Tables VII
Lists of Figures VIII
Chapter 1 Introduction 1
1.1 Motive of the research 1
1.2 Objective of the research 2
1.3 Literature review 3
1.4 Hypothesis of the research 3
1.5 Approach of the research 4
1.6 Procedure of the research 4
1.7 Preview of the research 5
Chapter 2 Literature Review 7
2.1 Introduction of the Telecommunication 7
2.1.1 The development of Telecommunication Technology 7
2.1.2 Definition of 3 Generation Wireless Communication 9
2.2 Innovation Adoption Theory 10
2.3 Factors Influencing Adoption Process 12
Chapter 3 Research Design 17
3.1 Research Frame 17
3.2 Research Hypothesis 18
3.2.1 Hypothesis: Demographics 18
3.2.2 Hypothesis: Perceived Innovation Attributes 18
3.2.3 Hypothesis: Personal Characteristics 19
3.2.4 Hypothesis: Usage patterns 20
3.3 Questionnaire designing and pretest 22
3.4 Structure of questionnaire 22
3.4.1 Dependent variables 22
3.4.2 Independent variables 23
3.5 Sampling procedure 26
3.6 Analytic methodology 26
3.7 Validity and Reliability 26
3.7.1 Reliability 27
3.7.2 Validity 27
3.8 The description of the data 27
Chapter 4 Data Analysis 29
4.1 Data Description 29
4.2 Hypothesis test 33
4.2.1 Part V: H1 33
4.2.2 Part Ⅱ and Ⅲ: H2-H9. 36
4.2.3 Part Ⅳ: H10 40
4.2.4 Summary 44
Chapter 5 Conclusion and Suggestion 46
5.1 Conclusion 46
5.2 Managerial Implications for Telecommunication Industry 47
5.3 Contribution of this study 48
5.4 Limitations 49
5.5 Suggestion for further research 50
References 51
Appendix 1 Questions of discussion in Focus Group 54
Appendix 2 Introduction of 3 G Wireless Communication 55
Appendix 3 Questionnaire of the study 56
Appendix 4 Profiling of respondents of this study 60
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