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研究生:蔡馨儀
研究生(外文):Tsai, Hsinyi
論文名稱:消費者創新性與認知創新產品屬性對新產品接受意願之影響 -以 iPad 為例
論文名稱(外文):Consumer Innovativeness and New Product Attributes Variables that Affect Consumers’ Adoption Willingness:A Case of iPad
指導教授:邱光輝邱光輝引用關係
指導教授(外文):Chiu, Kuanghui
口試委員:黃思明范錚強
口試委員(外文):Huang, SymingFarn, C.K.
口試日期:2011-05-27
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:79
中文關鍵詞:消費者創新性創新產品屬性消費者接受意願iPad
外文關鍵詞:Consumers InnovativenessNew Product AttributesConsumer AdoptioniPad
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近年來,隨著個人電腦和智慧型手機的應用普及,不斷吸引各家資訊科技廠商加入推出創新產品。其中,蘋果公司推出 iPad 不但刺激平板電腦產業的成長,更受到廣大消費者的青睞。
由消費者創新採用的相關文獻中得知,認知創新產品屬性及消費者特性是影響消費者採用創新產品的兩大關鍵變數。故本研究以 Rogers (1995) 五大認知創新產品屬性及 Holak (1988) 新產品採用模型為理論基礎,以 iPad 為研究標的探討消費者創新性、認知創新產品屬性對消費者接受意願的影響,同時也探討消費者創新性是否會強化認知創新產品屬性對新產品的接受意願,期望能對企業在行銷實務及產品研發上有所幫助。
根據研究結果顯示,消費者創新性會影響對新產品的接受意願;而新產品屬性中的相對優勢、複雜性及可試驗性也會影響消費者對創新產品的採用意願。因此,創新產品的成功關鍵在於企業需先了解消費者的需求,才能引起其注意,進而產生採用意願。

In recent years, as the prevailing of personal computer and smart phone, information technology manufacturers put out various innovative products in succession. Apple iPad not only brought up the growth of tablet PC industry, but also received the masses of consumers’ favor.
According to the literature of consumers’ adoption of innovation, perceived product attributes and consumer traits are two key factors to influence the consumers’ adoption of innovative product. Based on Rogers’s (1995) five attributes of innovation and Holak’ s (1988) new product adoption model. Then takes iPad as example in the research to discuss the consumer innovativeness, new product attributes variables that affect consumers’ adoption willingness of iPad. And to discuss consumer innovativeness moderates new product attributes and consumers’ adoption willingness. Researcher hopes this research will help firms in marketing affairs and product research.
This research finds that consumer innovativeness would influence the adoption of new products and the relative advantage, complexity and trialability in new product attributes would influence consumers’ adoption willingness. Therefore, the key success factors of the new products are to understand consumers’ demand, bring their attention, and then to raise their adoption.

謝  詞 I
中文摘要 III
英文摘要 IV
目 錄 V
圖 次 VII
表 次 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 研究流程 4
第二章 文獻探討 5
第一節 平板電腦與 iPad 之市場概況 5
第二節 消費者創新性 11
第三節 消費者創新性的衡量方式 16
第四節 新產品採用理論 23
第五節 認知創新產品屬性 28
第三章 研究設計 31
第一節 架構與假說 31
第二節 變數定義與衡量 36
第三節 問卷設計與資料收集 39
第四節 資料分析方法 42
第四章 資料分析 45
第一節 樣本結構 45
第二節 信度與效度 47
第三節 假說驗證 53
第四節 討論 59
第五章 結論與建議 61
第一節 研究發現與管理意涵 61
第二節 研究貢獻 66
第三節 研究限制與後續研究建議 67
參考文獻 69
附錄 75

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