科技不斷的進步，產品需要不斷的創新才能維持競爭優勢，而創新產品的設計方向必須要符合市場的需求與消費者的偏好，本研究意欲透過對消費者涉入剖面的分類，探討不同消費者在創新產品採用過程中的不同，提出新產品的行銷方向與建議。
本研究以Laurent & Kapferer (1985)所提出的消費者涉入剖面來衡量消費者的涉入型態，將涉入量表以因素分析萃取出四個涉入剖面，再以集群分析將消費者分為三群，並結合人口統計變數描繪各消費集群之特色，之後將消費者購買決策的行為，區分為認知、說服、決策的創新決策過程三階段加以分析之。
透過第七代遊戲機作為連續性創新產品的案例，實証結果顯示消費者涉入剖面能夠將消費者有效區隔，不同消費集群在人口統計變數上有顯著差異，在創新決策過程中的認知及決策階段皆有顯著差異，而在說服階段中，不同消費集群對資訊來源的信任度並無不同，但對產品屬性的評估準則上則有不同的偏好。
本研究最後根據研究結果提出針對各消費集群的不同行銷策略建議，以期提供後續研究方向並予以連續性創新產品的設計與行銷方向。

目錄
中文摘要………………………………………………………………i
英文摘要………………………………………………………………ii
致謝....................................................iii
目錄……………………………………………………………………iv
表目錄…………………………………………………………………vi
圖目錄…………………………………………………………………ix
第一章 緒論………………………………………………………1
1.1 研究背景動機 …………………………………………………1
1.2 研究目的 ………………………………………………………2
1.3 研究架構 ………………………………………………………2
1.4 研究範圍與對象 ………………………………………………4
1.5 研究步驟 ………………………………………………………4
第二章 文獻探討 ……………………………………………………6
2.1遊戲機產業介紹…………………………………………………6
2.2 創新採用理論…………………………………………………10
2.3 產品屬性………………………………………………………19
2.4 消費者涉入理論………………………………………………25
2.5 市場區隔理論…………………………………………………34
2.5 相關文獻探討…………………………………………………36
第三章 研究方法…………………………………………………43
3.1 研究模式與研究變數…………………………………………43
3.2 研究假設………………………………………………………46
3.3 問卷設計………………………………………………………47
3.4 抽樣設計………………………………………………………50
3.5 資料處理與分析方法…………………………………………52
3.6 信度與效度分析………………………………………………54
第四章 資料分析 …………………………………………………56
4.1 消費者涉入剖面型態分析……………………………………56
4.2 各集群在人口統計變數上之分析……………………………61
4.3 各消費者集群在第七代遊戲機之創新決策過程分析………65
第五章 結論與建議 ………………………………………………78
5.1 研究結論………………………………………………………78
5.2 建議……………………………………………………………80
5.3 研究限制………………………………………………………81
5.4 後續研究建議…………………………………………………82
參考文獻…………………………………………………………… 83
附錄(問卷)………………………………………………………… 90

一、中文部分
1.王嘉鵬，「以生活型態區隔之台北市民對第三代行動電話接受意願之研究」，國立交通大學，碩士論文，民國90年6月。
2.司徒達賢，企業概論，教育部空中大學委員會，台北，民國七四年。
3.李長泰，「電視遊樂器市場分析」，國立台北大學，碩士論文，民國93年。
4.李筱雯，「科技產品涉入程度與消費行為之關連性研究-以MP3隨身聽之消費族群為例」，國立交通大學，碩士論文，民國94年。
5.林亮德，「消費者創新產品之採用行為與產品屬性評估之研究─以數位影音光碟機（DVD）為例」，國立中央大學，碩士論文，民國89 年。
6.林茂興，「以生活型態區隔台北地區ADSL消費者對多媒體服務接受意願之研究」，國立交通大學，碩士論文，民國90年。
7.林俊宏，「消費者特性、新產品屬性及環境變數對購買意願之影響」，國立成功大學，碩士論文，民國91年。
8.拓墣產業研究小組，消費電子市場新寵兒-次世代遊戲機大展鴻圖，拓墣產業研究所，民國95年。
9.高振偉等編著，從應用模式與技術產品化剖析數位家庭市場之發展，經濟部，民國95年12月。
10.陳漢杰，「涉入、產品屬性的評估與購買意願之相關研究-以銀行消費者購買理財服務為實證 」，國立成功大學，碩士論文，民國93年。
11.張淑芬，「電腦遊戲軟體消費者行為之研究─以台北地區大專生為例」，國立中央大學，碩士論文，民國83年。
12.梁旭騰，「線上遊戲之消費者生活型態、產品屬性對購買意願之影響 」，國立台北大學，碩士論文，民國91年。
13.許桂芬，「市場保衛戰－談Sony與Microsoft次世代遊戲機佈局」，產業研究報告，資策會，民國94年9月。
14.許桂芬，從E3展談遊戲機控制器革命與商機，資策會，民國95年5月。
15.許士軍，現代行銷管理，台北商務印書館，民國96年。
16.黃俊英，行銷研究概論，四版，華泰文化，台北，民國九十五年。
17.黃耀鋒，「技術創新型之產品市場區隔研究-以數位相機為例」，國立台灣大學，碩士論文，民國91年。
18.黃家蔚，「促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響」，國立成功大學，民國93年。
19.游勝章，「台灣地區消費者對128位元遊戲機接受意願之研究」，國立交通大學，碩士論文，民國90年。
20.楊鎮豪，「個人電腦遊戲軟體消費者購買涉入與消費行為之研究」，國立交通大學，碩士論文，民國86 年。
21.楊佳和，「旅遊產品線上購買動機與購買涉入之研究」，靜宜大學，碩士論文，民國94年。
22.楊文壽，「行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究 」，國立交通大學，碩士論文，民國89。
23.資訊工業年鑑編纂小組，2006資訊工業年鑑，資策會市場中心，民國95年8月。
24.詹琇蓉，「產品涉入、消費者特性與情境對網路購物之知覺風險影響分析」，國立成功大學，碩士論文，民國89年。
25.蔡健媛，「線上遊戲購買行為之研究」，國立中山大學，碩士論文，民國92年。
26.潘朝舉，「廠商競爭對抗之研究--以電視遊戲機廠商為例」，國立中山大學，碩士論文，民國89 年。
27.劉水深，產品規格化與策略運用，台北，1984。
28.賴建都，「性別差異及生活型態對線上遊戲使用者消費行為之影響研究」，國立政治大學，碩士論文，民國94年。
29.賴士葆，「研究發展/行銷/製造三部門互動與新產品發展績效相關之研究」，中華經濟企業研究所研究叢論，中華經濟研究院，台北，民國78年。
30. 羅吉斯(Everett M. Roger)，創新的擴散(Diffusion of innovations)，遠流，民國95年。

二、英文部分
1.Antil, John,“New Product or Service of Adoption: What does it Happen?”, Journal of Consumer Marketing,. P.5-16, Spring 1988.
2.Booz, Allen and Hamilton, New Products Management for the 1980s, New York: Booz-Allen and Hamilton Inc, 1982.
3.Bryce Ryan and Neal C. Gross, “The Diffusion of Hybrid Seed corn in Two Iowa Communities”, Rural Sociology, vol.8, P.15-24, 1943.
4.Blythe, J., “Innovativeness and newness in high-tech con-sumer durables”, Journal of Product & Brand Management, Vol.8, No.5, P.415-429, 1999 .
5.Boyd, T. C. and C. H. Mason, “The Link Between Attractiveness of ‘Extrabrand’ Attributes and the Adoption of Innovations”, Journal of the Academy of Marketing Science, Vol.27, P306-319 ,1999
6.Bloch, P. H. & M. L. Richins, “A theoretical model for the study ofproduct importance perceptions”, Journal of Marketing, Vol.47,pp.69-81, Summer 1983
7.Bloch,Peter H., “Involvement Beyond the Purchase Process：Conceptual Issues and Empirical Investigation”, Advances in Consumer Research, Vol.9, Association for Consumer Research, P.413-417,1982.
8.Blackwell, D. R., P. W. Miniard, and J. F. Engel. Consumer Behavior, 9th ed., Harcourt, Inc, 2001
9.Crawford, C. M., 1991, New Product Management, 3rd edition, Homewood, IL：Irwin
10.Cooper, R. G. and E. J. Kleinschmidt, “Benchmarking Firm: New Product Performance and Practices,” Engineering Management Review Vol3., P.112-120., 1995.
11.Celsi, R. L., and J. C. Olson,“The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, Vol.15, P.210-224, September 1988.
12.Clarke K. and R.W.Belk, “The Effect of Product Involvement and Task Definition on Anticipated Consumer Effort”, Advances in Consumer Research,Vol.5,H.Keith Hunt，ed.， Ann Arbor：Association for Consumer Research , P.313-318, 1978.
13.Charles W. Lamb & Joseph F. Hair & Carl McDaniel, Marketing, 7th ed., South Western, 2004.
14.Dhar, Ravi and Steven J. Sherman,“The Effect of Common and Unique Features in Consumer Choice.” Journal of Consumer Research, Vol.23, P.193-203, 1996.
15.Engel, James F., Roger D. Blackwell & Paul W. Miniard, Consumer Behavior, 8 th ed., Dryden Press, 1995.
16.Gobeli, D.H. and J. Brown, “Analyzing Product Innovations”, Research Management, 2 th ed., 1987.
17.Gary Armstrong & Philip Kotler, Marketing: An introduction, 7th ed., Pearson Education, 2005.
18.Gatignon, Hubert ＆ Roberston, Thomas, “A prepositional Inventory for New Diffusion Research”, Journal of Consumer Research, Vol.11, P.849-867, March 1985
19.Del I.Hawkins, Roger J. Best, Kenneth A. Coney, Cosumer Behavior: Building Marketing Startegy,8nd ed, McGraw Hill Company, 2001.
20.Homer G. Barnett, Innovation：The Basis of Cultural Change, McGraw Hill Book Company INC., New York, P.7, 1953.
21.Herbert F. Lionberger, “Adoption of New Ideas and Practices”, The Iowa State University Press, P.5, 1960.
22.Holak，Susan L., “Determinants of Innovative Durables Adoption an Empirical Study with Implications for Early Product Screening”, Journal of Product Innovation Management, P.50-69, 1988.
23. Holak, DR Lehmann,“Purchase Intentions and the Dimensions of Innovation: An Exploratory Model”, Journal of Product Innovation Management, Vol.7, P.59-73, March 1990
24.Houston, M. J. and M. L. Rothschild, “Conceptual and Methodological Perspectives in Involvement”, Research Frontiers in Marketing ： Dialogues and Directions , ed. S.Jain, Chicago ： American Marketing Association, P.184-187,1978.
25.Hupfer, Nancy and David Gardner, “Differential Involvement with Product and Issues: An Exploratory Study,” David M. Gardner ed., Proceedings: Association for Consumer Research, College Park, MD: Association for Consumer Research, p.62, 1971.
26. Holbrook, EC Hirschman,“The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun”, The Journal of Consumer Research, Vol. 9, No. 2, P. 132-140, Sep. 1982
27.Kotler, P. , Marketing Management：Analysis，Planning，Implementation and control, 9th ed.，Prentice-Hall Inc., 1998.
28.Kegerris, R. J., Engel, J. F.,& Roger, D. B., “Innovativeness and Diffusion: A Marketing View of the Characteristics of Earliest Adopters”, Research in Consumer Behavior,P.671-701, Holt, Rinhart and Winston, New York, 1970.
29.Krugman, H. E., “The impact of television: Learning without involvement” Public Opinion Quarterly, Fall 1965.
30.Korgaonkar, Pradeep K. and George P. Moschis, “An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance,” Journal of Advertising, Vol.11, No.3, P.32, 1982.
31.Kapferer, J. N., & Laurent, G., “Futher evidence on the consumer involvement profile: five antecedents of involvement”, Psychology & Marketing, Vol.10, No.4, P.347-355, (1993)
32.Lefkoff-Hagius, Poxanne and Charlotte H. Mason, “Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference.” Journal of Consumer Research, Vol.20, P.100-110, 1993.
33.Laurent, Gilles & Jean-Noel Kapferer, “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, Vol.22, P.41-53, Feb 1985.
34.Mitchell Andrew A., “Dimension of Advertising Involvement”, In:K.B. Monroe(ed.), Advances in Consumer Research, Vol.8, Ann Arbor, :University Microfilms International,1981.
35.Michael J. Etzel, Bruce J. Walker, William J. Stanton, Marketing, 12th ed,. McGraw-Hill Companies, 2001.
36.Newell, S. and Swan, J.,“Professional Associations as Important Mediators of the Innovation Process”,Science Communication, Vol.16, No.4, P.371-387, 1995.
37.Peter J. and Olson C., Consumer Behavior and Marketing Strategy, Mc. Graw Hill,6 ed, 2002.
38.Preston, Ivan L., “A Reinterpretation of the Meaning of Involvement in Krugman’s Model of Advertising Communication,” Journalism Quarterly, Vol47, P.287, Summer 1970.
39.Roscoe,J.L., Fundamental Research Statistics foe the Behavior Sciences, 2nd, Rinehart and Winston, 1975.
40.Rogers, Everett M., Diffusion of Innovation, The Free Press, New York, P.79-86, 1962.
41.R. N. Skinner, Launching New Products in Competitive Markets, Associated Business Programs, London, P.1–5, 1972.
42.Richardson, P. S., Dick, A. S. and Jain, A. K., “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality”, Journal of Marketing, Vol. 58, , P.28-36, Oct.1994.
43.Robertson,T.S.,S.Zielinski and J.Ward, Consumer Behavior，Illinois：Scott Foresman and Company, P.279, 1985.
44.Robertson, Thomas, “Low Commitment Consumer Behavior,” Journal of Advertising Research, Vol,6, P.19-24.,1976
45.Rajeev, B. and M. L. Ray, “Operationalizing Involvement as Depth and Quality of Cognitive Responses”, Consumer Research, Vol.10, P.309-313, 1983.
46.Sampson, P., & Factor, S., “Making decisions about launching new products”, Journal of the Market Research Society, Opera-tions Research, Vol.18, P.805-855, 1970.
47.Sherif, M., & Cantril, H., The Psychology of ego involvements, social attitudes and identifications, New York: Wile, 1947.
48.Slama M.E. and A.Tashchian, “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement”, Journal of Marketing, Vol.49, P.72-82, Winter 1985.
49.Schelley Olhava, "The Next Generation of Gaming: Forecast and Analysis", 2000-2005, IDC Online Game Report, 2001.
50.Strahilevitz, M. A. ＆Georage F.L., “The effect of Ownership history on the valuation of objects”, Journal of Consumer Research, Vol. 25, P. 279-89, Oct. 1998
51.Thomas S. Robertson, Innovative Behavior and Communication, Holt, Rinehart and Winston INC., P.6, 1971
52.Trott, P., Innovation management and new product development, London: Pitman Publishing, P.119-120, 1998.
53.Traylor, Mark B., “Product Involvement Concept: An Advertising Planning Point of View”, Attitude Research Plays for High Stakes, 1981.
54.Vrakking , W.J., “The Innovative Organization”, Long Range Planning, Vol.23, No.2, P.94-102, April 1990.
55.Veryzer, Robert W. Jr., “Discontinuous Innovation and the New Product Development Process”, Journal of Product Innovation Management, Vol.15, P,304-321, 1998.
56.Verbeke, W. & Vackier, I., “Profile and effects of consumer involvement in fresh meat”, Meat Science, Vol. 67, P159-168, 2004.
57.William E. Bell, “Consumer Innovators: A Unique Market for Newness”, Proceedings of the winter Conference of the American Marketing Association, Chicago, P.85–95, 1963
58.Zaichkowsky, J. L.,“ The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising”, Journal of Advertising, Vol.21,No.4, P.59-70, 1994
59.Zaichkowsky, “Measuring the Involvement Construct”,The Journal of Consumer Research, Vol. 12, No. 3, P. 341-352, Dec., 1985