臺灣博碩士論文加值系統

本研究透過消費者認知、技術發展與創新擴散之相關理論，發展成本研究主題之架構，並以汽車電子業為個案進行實證研究，以台灣南部消費者以及相關場商為研究對象，透過一般消費者之問卷調查，探知消費者認知針對汽車電子技術發展，以及透過創新擴散的模式研究，以探究消費者認知是否經由創新擴散的模式對汽車電子技術發展有進一步的影響。
結果發現，消費者在對於創新技術接受上，教育水準程度越高者對於新產品的價格和品牌並不是十分重視，可能是因為接受更多專業知識和訓練後，對於產品的價格和品牌之偏好就沒如此強烈了。而在創新技術進步這方面，消費者對於產品的品牌並不會十分偏好特定的品牌，反而是著重消費者本身的偏好和產品的價格，因此創新的汽車電子產品除了要提出合理的價格其弁鉡晱眸楹n能夠符合消費者本身的需求和實用性。
最後針對研究結果提出對汽車電子廠商之建議，廠商在發展新的技術的時候，還是必須要考量到消費者的需求。廠商在販售創新的汽車電子時，應提出有利的價格並加強產品本身的實用性，使其消費者在選擇使用此產品時不會只拘泥在產品的價格上面打轉。而是重視產品的弁鄔M實用性，進而選擇使用此創新技術的產品。再者，廠商應加強其產品創新技術的傳播教育消費者能明白其產品的特性和弁鄔吽A使其消費者能夠更加輕易接受並使用其創新產品。

This study explores the effect of consumer's perception, technical development and diffusion of innovation on the relationship. Base of the perception theory, the study discuss the technical development and diffusion of innovation from the view of consumer.
The data is composed of real consumer by two month on interview and is collect by 187 questionnaires. The results of this study support the hypothesis that consumer’s perception would affect form the technical development. And the diffusion of innovation is influence technical development.
According the research of relationship between consumer’s perception and technical development, we find technical development would influence form the consumer’s perception. And technical development would influence more and more by diffusion of innovation. Finally, the results indicate that technical development is related consumer’s perception.
These hypotheses were almost supported by the empirical data and it still need to consider more reason in the research. Because the research was not very complete we just find some things. But it still have good contribution in theory.

摘 要…………………………………….…………..…………………………………i
英 文 摘 要…………………………….…………..………………………………...ii
目 次..………………………………………………………………………………...iii
表 次…………………………………………………………………………………..v
圖 次………………………………………………………………………………....vii
第一章 緒論…………………………………………………………………………..1
第一節 研究背景與動機………………………………………………………..1
第二節 研究目的………………………………………………………………..2
第三節 研究流程………………………………………………………………..3
第四節 研究限制………………………………………………………..............4
第二章 文獻與理論探討……………………………………………………………..6
第一節 技術發展………………………………………………………………..6
第二節 消費者認知……………………………………………………………19
第三節 創新擴散………………………………………………………………25
第四節 技術發展、消費者認知與創新擴散之關係探討……………………31
第三章 研究方法與設計……………………………………………………………33
第一節 研究架構………………………………………………………………33
第二節 研究假設………………………………………………………………34
第三節 問卷編製與施測……………………………………..………………..35
第四節 構面操作型定義……………………………………..………………..37
第五節 研究抽樣對象……………………………………..…………………..39
第六節 資料分析方法……………………………………..…………………..41
第四章 結果分析……………………………………………………………………47
第一節 樣本結構分析…………………………………………………………47
第二節 因素分析………………………………………………………………52
第三節 相關性分析……………………………………………………………55
第四節 單因子變異數分析……………………………………………………56
第五節 迴歸分析………………………………………………………………57
第六節 假設結果………………………………………………………………61
第五章 結論與建議…………………………………………………………………62
第一節 研究結論………………………………………………………………62
第二節 研究建議………………………………………………………………63
第三節 後續研究建議…………………………………………………………64
參考文獻……………………………………………………………………………..66
附錄一 正式問卷……………………………………………………………………74

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