臺灣博碩士論文加值系統

隨著時代的進步，產品行銷的觀點從大眾行銷到分眾的個人化行銷，現在的消費者所渴望得到的產品已經不只是要能替他們帶來功能性等實質面的滿足，還必須具有一些其他無形的價值，例如要能代表其獨特個性，或是地位的象徵等。
綜觀消費性電子產品的發展歷程，我們發現許多產品都呈現一種個人化的過程。現在我們所熟知的個人電腦其實是由以前的公司所使用的大型電腦走向家庭用的個人電腦(PC)，然後再由家庭單位走向個人，也就是現在的筆記型電腦(notebook)；而電話也呈現相同的個人化軌跡，由家用電話邁向現在人手一機的行動電話。然而是什麼原因讓使用者想要擁有屬於自己的個人化商品？
在探討為什麼人們想個人化其商品後，本研究另外提出了另一個觀點，亦即當人們在接受個人化觀念的同時，是否也代表他們正在接受一種新的觀念？而在新觀念的採用上，使用者會考慮到的認知採用特性是不是在個人化觀念的採用上也同樣會考慮到。簡單的說，本研究希望了解：「個人化觀念的採用，是不是也是創新觀念採用的一種？」
在研究方法上是以Blom & Monk(2003)在探究個人化因素時的質化文獻做調查，輔以在新產品採用Rogers(1983)所提出的創新採用特性，再探討此兩者之間的關連性，並以手機個人化的採用做實證研究。
產品行銷者也可以依據本研究結果歸納出使用者個人化產品的採用因素。這些研究結果希望也能提供在產品特性上或是行銷策略上的建議，讓企業更能探究使用者個人化採用的特質，並經由個人化擴散的過程，發展出創新的個人化產品，以增加企業獲利的來源和能力。

With the explosion of technology development, the concept of marketing has shifted from mass marketing to individual marketing. Consumers today are eager for products which can satisfy their mental need, like some other invisible value to reflect their personal identity, or symbolize their status. That is to say, the point of marketing is beginning to focus on the dominant design rather than function.
As we observe the history of consumer electronic product, we can find the process of product evolution developing to the personal product. As we all know that the PC is derived from the big computer (A company only has one big computer to operate before), and now it evolve to the notebook. The same as the telephone, the family own a phone together before, and now everyone has his own cell phone. Therefore, there is a question that why people desire to have a product for his own self?
After discussing about why people personalize their product, the paper proposes another point of view: Do people who adopt the personal product are also a new idea being adopted? Stated another way, could the perceived attributes of innovations be considered when people adopt to the personal products? In briefly, the paper hope to answer the question that, “Do people who adopt a personal product can be also explained as a behavior of new idea adoption?” The research method is deriving from the theory of personalization (Blom & Monk, 2003), with the extend viewpoint of new product adoption (Rogers, 1983), to prove the correlation between theory of personalization and innovation adoption. In the end, we use the cell phone to carry out the survey.
The contribution of the paper is to explore factors of product personalization for marketing manager, to provide marketing strategy for personalization as well. Through the personal product diffusion, we may develop a unique personal product. The most obvious advantages of the paper is to change the cognitive of customer on existing products and sell products more than before, which equal to create added value for corporations.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍 4
第五節 研究流程 5
第二章 文獻探討 7
第一節 個人化相關議題 7
第二節 個人電腦以及行動電話個人化 10
第三節 個人化(personalization)與客製化(customization) 18
第四節 創新產品採用模式 19
第五節 影響創新產品擴散四個主要因素 20
第六節 科技接受模型 23
第三章 研究方法 25
第一節 研究問題層級 25
第二節 研究架構 27
第三節 研究假設 29
第四節 研究變數與操作化 29
第五節 研究設計 33
第四章 資料分析 35
第一節 資料分析方法 35
第二節 基本資料分析 37
第三節 研究假設與架構驗證 39
第五章 研究結論與建議 53
第一節 研究結論 53
第二節 研究貢獻 55
第三節 行銷策略意涵 56
第四節 研究限制 58
第五節 未來研究方向 59
參考文獻 60
附錄 64

中文部分
1.陳莉娟(1999)，一對一網路行銷之探索性研究，國立台灣科技大學管理研究所碩士論文
2.施能仁、劉可德、施永裕（2000），「個人化技術應用於網路書店」，社會科教育研究，pp.227-250
3.Moore. Geoffrey. A著(2000)，陳正平譯，「Crossing the Chasm，跨越鴻溝」，台北，臉譜
4.Jain, D. C. and Kotler, P. and Maesincee, S著(2002)，高登第譯，「科特勒：新世紀行銷宣言」，台北，天下文化
5.李碧蓮(2001)，以虛擬價值鏈的觀點整合網路個人化服務之研究，私立銘傳大學管理科學研究所碩士論文
6.王薇雲(2002)，個人偏好模式與產品擴散模式在創新產品銷售預測能力之比較－以電影為例，國立台灣大學國際企業學研究所碩士論文
7.陳欣怡(2003)，網路書店個人化服務使用意向研究，國立中山大學傳播管理研究所碩士論文
8.謝政益(2003)，網路電話接受度之研究，國立台灣科技大學資訊管理所碩士論文
9.鄒昌達(2004)，入口網站會員採用個人化服務之探索性研究-以Yahoo!為例，私立佛光人文社會學院資訊學系碩士論文
10.周文賢(2004)，「多變量統計分析，SAS/STAT使用方法」，台北，智勝文化
11.孫治本(2004)，「個人化與生活風格社群」，台北，唐山
12.周立軒(2005)，網誌的使用者與使用行為之研究，私立元智大學資訊傳播所碩士論文
13.黃彥達(2005)，「當科技變身時尚-16%的科技行銷密碼」，台北，先覺
14.吳明隆(2005)，「SPSS統計應用學習實務，問卷分析與應用統計」，台北，知城

英文部分
1.Bass, F. M. (1969), “A New Product Growth for Model Consumer Durables,” Management Science, Vol.15, No.5, pp.215-277.
2.Beck, U. (1986), “Risikogesellschaft,” Auf dem Weg in eine andere. Frankfurt/M.: Schrkamp.
3.Blom, J. (2000), “Personalization – A Taxonomy,” Extended Abstracts of CHI’00, pp.313-314, New York, ACM
4.Blom, J.O and Monk, A.F. (2003), “Theory of Personalization of Appearance: why users personalize their PCs and mobile phones,” Human- Computer Interaction, Vol.18, No.3, pp.193-228.
5.Blythe, J. (1999), “Innovativeness and Newness in High-Tech Consumer Durables,” Journal of Product & Brand Management, Vol.8, No.5, pp.415-429.
6.Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology,” MIS Quarterly, Vol.13, No.3, pp.319-340.
7.Goffman, E. (1959), “Presentation of self in everyday life,” Penguin Books Ltd., England: Harmondsworth.
8.Gorsuch, R, L. (1983), “Factor Analysis,” Hillsdale, NJ: Lawrence Erlbaum.
9.Greer, T.H. and Murtaza, M.B. (2003), “Web personalization: The impact of perceived innovation characteristics on the intention to use personalization,” Journal of Computer Information Systems, Vol.43, No.3, pp.50-55.
10.Holak, S. L. and Donald R. L. (1990), “Purchase Intentions and the Dimensions of Innovation: an Exploratory Model,” Journal of Product Innovation Management, Vol.7, No.1, pp.59-73.
11.Kobsa, A. and Koenemann, A., and Pohl, W. (2001), “Personalized Hypermedia presentation techniques for improving online customer relationships,” The Knowledge Engineering Review, Vol.16, No.2, pp.111-155.
12.Machrone, B. (2000), “Are we ready for PC personalization?” PCWEEK, pp.57.
13.Miller, M.D. and Rainer Jr., R.K. and Harper, J. (1997), “The unidimensionality, validity, and reliability of Moore and Benbasat''s relative advantage and compatibility scales,” Journal of Computer Information Systems, Vol.38, No.1, pp.38-45.
14.Mittal, B. and Lassar, W.M. (1996), “The role of personalization in service encounters,” Journal of Retailing, Vol.72, No.1, pp.95-109.
15.Moon, J.W. and Kim, Y.G. (2001), “Extending the TAM for a World-Wide-Web context,” Information & Management, Vol.38, No.4, pp.217-230.
16.Moore, G.C. and Benbasat, I. (1991), “Development of an Instrument of Measure the Perceptions of Adopting an Information Technology Innovation,” Information Systems Research, Vol.2, No.3, pp.192-222.
17.Murthi, B.P.S. and Sarkar, S. (2003), “The role of the management Sciences in research on personalization,” Management Science, Vol.49, No.10, pp.1344-1362.
18.Nunes, P.F. and Kambil. A. (2001), “Personalization? No thanks,” Harvard Business Review, Vol.79, No.4, pp.32-34.
19.Peppers, D. and Rogers, M. (1997), “Enterprise one to one: tools for competing in the interactive age,” New York: Currency Doubleday.
20.Rogers, E. M. (1983), “Diffusion of Innovation,” 3th ed., New York：The Free Press.
21.Surprenant, C.F. and Solomon, M.R. (1987), “Predictability and personalization in the service encounter,” Journal of Marketing, Vol.51, No.2, April, pp.86-96.
22.Searby, S. (2003), “personalization- an overview of its use and potential,” BT Technology Journal, Vol.21, No.1, pp.13-19.
23.Scheiberg, S. L. (1990), “Emotions on display: the personal decoration of workspace,” American Behavioral Scientist, Vol.33, No.3, pp.330-338.
24.Veryzer, R. W. and Jr,. (1998), ”Key Factors Affecting Customer Evaluation of Discontinuous,” Journal of Product Innovation Management, Vol.15, No.2, pp.136-150.
25.Veryzer, R. W. and Jr,. (1998), “Discontinuous Innovation and the New Product Development Process,” Journal Product Innovation Management, Vol.15, No.4, pp.304-321.
26.Volokh.E. (2000), “Personalization and privacy,” Association for Computing Machinery, August Vol.43, No.8, pp.84-88.
27.Taylor, S. and Todd, P.A. (1995), “Understanding Information Technology Usage: A Test of Competing Models,” Information System Research, Vol.6, No.2, pp.145-176.
28.Wells, M. (2000), “Office clutter of meaningful personal displays: The role of office personalization in employee and organizational well-being,” Journal of Environmental Psychology, Vol.20, pp. 239-255.