臺灣博碩士論文加值系統

創新特性與消費者個人特徵會影響消費者對創新產品的知覺利益與知覺犧牲，透過利益與犧牲間的權衡建立消費者對創新科技的主觀態度。行銷人員可以藉由操弄這些創新特性與不同的消費者個人特徵作為市場區隔的參考依據。對行銷者來說了解消費者心目中知覺價值的傳達路徑，使消費者對創新科技有正向的態度，十分重要。本研究嘗試以有形產品與無形服務的角度探討知覺價值的傳達過程。

本研究針對15-65歲具有消費能力之族群發放500份問卷，有效問卷為401份。以複迴歸分析，探討創新產品與服務特性中的相容性、複雜性、相對利益對知覺價值的影響；其次以變異數分析，探討個人特徵中的科技準備度、先驗知識是否對知覺價值有不同影響；最後以簡單迴歸分析知覺價值對態度之影響，並以路經分析檢驗知覺價值之中介效果。

本研究發現，創新產品與服務特性在有形產品與無形服務中，有不同的因素影響知覺價值。其次具備高科技準備度的消費者，有較高的知覺價值；而在創新產品中，具備高先驗知識的消費者，有較高的知覺價值。第三，知覺價值在創新產品與服務特性與態度間有中介效果，且知覺價值顯著影響主觀態度。

Innovative product and service characteristics and consumer’s personal characteristics will affect consumer’s perceived value and consumer’s subject attitude for innovative technology. Marketer can manipulate different innovative product and service characteristics、consumer’s personal characteristics as for the referent basis of market segmatation. For marketer, it is important to understand the path of consumer’s perceived value to make consumers have positive attitude. This research used the points of tangible product and untangible service to explore the determinants of perceived values.

500 questionnaires were sent to correspondents aged between 15-65 and 401 copies were collected .This research found the effect of compatibility、complexity and relative advantages in innovative product and service characteristics for perceived values. Statistics analysis methods include regression, ANOVA and so on. Research hypothesis examination and management implication were proposed according to the finding. The finding are as follows：

This research found in the tangible products and intangible services of innovative products and services characteristics have different factors to influence perceived values. Then, consumers who have higher technology readiness have higher perceived values, higher prior knowledge have higher perceived values. Finally, there are mediation effects among innovative product and service characteristics and attitudes in perceived value, the perceived value influence subjective attitude significantly.

第一章 諸論 1
第一節 研究動機 1
第二節 研究問題 3
第三節 研究目的 4
第二章 文獻探討 5
第一節 資訊科技採用行為 5
第二節 創新擴散理論 12
第三節 知覺價值理論 21
第四節 先驗知識 26
第五節 科技準備度 30
第三章 研究方法 34
第一節 研究架構 35
第二節 研究假設 36
第三節 研究變項的操作性定義與衡量 40
第四節 問卷設計 44
第五節 信度分析 54
第六節 研究對象與資料蒐集 55
第七節 資料分析方法 63
第四章 實證結果與分析 65
第一節 產品（服務）特性與知覺價值之關係 65
第二節 個人特徵對知覺價值之關係 71
第三節 知覺價值與態度之關係 76
第四節 知覺價值之中介效果 77
第五章 結論與建議 87
第一節 研究結論與管理意涵 87
第二節 研究貢獻與建議 93
第三節 研究限制 97

參考文獻 98
附錄 108

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