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研究生:黎順雯
研究生(外文):Wennie Taniaty
論文名稱:印尼手機市場使用者行為模式之影響研究
論文名稱(外文):Consequential Effects of Use-Diffusion Patterns for Mobile Phone Market in Indonesia
指導教授:趙沛趙沛引用關係
指導教授(外文):Pei Chao
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:84
中文關鍵詞:使用扩散、應用模式、顧客價值、手機、創新、新技術
外文關鍵詞:innovationmobile phonecustomer valueusage patternuse-diffusionnew technologies
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本研究目的是從多種使用和使用率此兩方面去探討使用扩散(UD)的模式。作
者調查了 UD 模式的結果透過顧客價值這中介變數的間接影響,以及 UD 模式對結果的
直接影響。本研究一共有四個顧客價值面向被測試:功能性價值,體驗性價值,象徵
性價值和成本價值,而設立的變數是針對產品對生活的重要性、持續創新的意愿以及
對相關新技術的興趣。本研究測試了手機在印度尼西亞的使用量,同時在網絡的便利
抽樣方式上獲得 360 位受訪者。
本研究結果顯示 UD 模式與整體顧客價值和各個顧客價值面向(除了成本價值)
是正相關的,而整體顧客價值與所有變數呈正相關。再者,UD 模式與持續創新的意愿
及對相關新技術的興趣此兩個變數具正相關。故本研究結論是顧客價值扮演了 UD 模式
和其變數的中介者,另外研究出 UD 模式與對相關新技術的興趣之間的相關性。
The purpose of this study was to examine the effects of use-diffusion (UD) patterns
which were generated from two dimensions: variety of use and rate of use. The author
investigated the indirect effects of UD patterns to the outcomes with customer value as
mediator variable and the direct effects of UD patterns to the outcomes. There are four
customer value dimensions tested in this study: functional value, experiential value, symbolic
value, and cost value. The outcomes set in this study were essentialness of the product in life,
intention to use update innovation, and interest in related new technologies. The study tests
the model in the context of mobile phone usage in Indonesia. Quantitative method using the
internet survey was conducted through convenience sampling. Total of 360 respondents were
received.
The results of the study were that UD patterns are positively related with overall
customer value and with all the dimensions of customer value, except for the cost value.
Overall customer value is positively related with all constructs of outcomes. It was also found
that UD patterns are positively related with intention to use update innovation and interest in
related new technologies but are not related with essentialness in life. The results lead to the
conclusion that customer value is proven as the mediator variable between UD patterns and
the outcomes, moreover the relationship between UD patterns and interest in the related new
technologies as outcome is confirmed.
iv

TABLE OF CONTENTS

ABSTRACT .............................................................................................................................. ii
ACKNOWLEDGEMENTS ..................................................................................................... iii
TABLE OF CONTENTS .......................................................................................................... iv
LIST OF TABLES .................................................................................................................... vi
LIST OF FIGURES ............................................................................................................... viii
CHAPTER 1: INTRODUCTION .............................................................................................. 1
1.1. Research Background and Motivation ........................................................................ 1
1.2. Research Objectives .................................................................................................... 4
1.3. Research Setting .......................................................................................................... 5
CHAPTER 2: LITERATURE REVIEW ................................................................................... 8
2.1. Use-Diffusion .............................................................................................................. 8
2.2. Customer Value ......................................................................................................... 10
2.2.1. Definition of Customer Value ............................................................................ 10
2.2.2. Types of Customer Value .................................................................................. 12
2.2.3. Product Usage and Customer Value .................................................................. 17
2.3. Outcomes ................................................................................................................... 21
2.3.1. Essentialness in Life .......................................................................................... 21
2.3.2. Intention to Use Update Innovation ................................................................... 22
2.3.3. Interest in Related New Technologies ............................................................... 24
2.3.4. Product Usage and Outcomes ............................................................................ 26
CHAPTER 3: METHODOLOGY ........................................................................................... 27
3.1. Measurement Development....................................................................................... 27
3.1.1. Determinants: Variety of use and Rate of use ................................................... 28
3.1.2. Dependent Variable: Customer Value ............................................................... 29
3.1.3. Outcomes ........................................................................................................... 31
3.2. Data Collection .......................................................................................................... 33
CHAPTER 4: DATA ANALYSIS .......................................................................................... 35
4.1. Research Subjects ...................................................................................................... 36
4.2. Statistical Test and Result ......................................................................................... 37

v

4.2.1. Customer Value ................................................................................................. 38
4.2.2. Usage pattern ..................................................................................................... 49
4.2.3. Outcomes ........................................................................................................... 51
4.2.4. Relationship between Usage Patterns and Customer Value .............................. 54
4.2.5. Relationship between Usage Patterns and Outcomes ........................................ 56
4.2.6. Relationship between Customer Value and Outcomes ...................................... 58
CHAPTER 5: DISCUSSION AND CONCLUSION .............................................................. 63
5.1. Empirical Findings .................................................................................................... 63
5.2. Research Contribution ............................................................................................... 66
5.3. Limitation and Recommendation .............................................................................. 68
REFERENCES ........................................................................................................................ 70
APPENDIX 1 ........................................................................................................................... 75
APPENDIX 2 ........................................................................................................................... 80
70

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