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研究生:江孟儒
研究生(外文):Meng-ju Chiang
論文名稱:創新惰性、決策時間距離與心理模擬對創新採用之影響─以E化服務為例
論文名稱(外文):The Effects of Innovation Inertia, Temporal Distance and Mental Simulations on Innovation Adoption: An E-service Study.
指導教授:趙琪趙琪引用關係
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:78
中文關鍵詞:負面情緒知覺創新惰性複雜性創新採用決策時間距離心理模擬型態E化服務
外文關鍵詞:temporal distancnegative emotionse-servicemental simulationscomplexityinnovation adoption
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過去研究創新擴散通常都是強調如何加快擴散的速度,如何讓消費者更願意採用創新,卻較少注意消費者在面對創新時的真實感受。本研究以E化服務為例,目的在於了解創新惰性對於消費者創新採用的影響,將創新惰性作為E3模式(創新複雜性→負面情緒知覺→創新採用)之中介變數,建立更有解釋力的架構,了解消費者在面臨創新採用時可能遇到的困難。並加入決策時間距離與心理模擬型態作為調節變數,來探討在不同的時間距離中,提供何種資訊能夠降低顧客的創新惰性。
研究發現,創新惰性在E3模式中具有中介效果;而決策時間距離與心理模擬型態對於創新複雜性與創新惰性中具有調節效果。最後本研究對此提出分析與建議,作為未來相關研究之參考。
The past innovation diffusion research mainly focused on how to make the diffusion speedier and how to make the customers be willing to adopt the innovation, but seldom noticed the customer’s true feeling while facing the innovation.
The objective of this study is to explore the effect of the innovation inertia on the customer’s innovation adoption, and this study adopted E-service as the context and innovation inertia as the mediator (complexity→negative emotions→innovation Adoption) to establish the framework. Also, this study added temporal distance and mental simulations as the moderator to explore what information decreases customer’s innovation inertia in different temporal distance.
This study found innovation inertia has a mediate effect in E3 model and temporal distance and mental simulations have moderate effect on complexity and innovation inertia. Lastly, this study offered some the analysis and suggestion as the reference for the future researchers.
目錄
摘 要 i
目錄 iii
‧圖目錄 viii
1. 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 2
1.3. 研究結構 2
2. 文獻回顧 4
2.1. 創新擴散 4
2.2. 創新惰性 4
2.3. 創新惰性與創新採用— —E3模式的擴充 6
2.3.1. E3模式 7
2.3.2. 複雜性與創新惰性 8
2.3.3. 創新惰性對E3模式的中介效果 10
2.3.4. 創新惰性及負面情緒知覺對於創新採用的效果 12
2.4. 決策時間距離與心理模擬型態對創新惰性效果 13
2.4.1. 決策時間與創新惰性 14
2.4.2. 決策時間與心理模擬型態與創新惰性之關係 15
3. 研究一 17
3.1. 研究架構 18
3.2. 前測 18
3.2.1. 實驗客體 18
3.2.2. 前測問卷設計與施測過程 19
3.2.3. 前測結果 19
3.3. 正式實驗 20
3.3.1. 問卷設計 20
3.3.2. 樣本收集 22
3.3.3. 實驗設計 23
3.3.4. 實驗過程 25
3.4. 分析結果 25
3.4.1. 信度分析 26
3.4.2. 主成分分析 26
3.4.3. 創新複雜性操弄檢定 29
3.4.4. 相關分析 29
3.4.5. 線性結構關係模式 29
3.4.6. 假說檢定 31
3.5. 小結 35
4. 研究二 36
4.1. 研究架構 36
4.2. 實驗客體 36
4.3. 正式實驗 36
4.3.1. 問卷設計 36
4.3.2. 實驗設計與施測過程 37
4.3.3. 樣本收集 40
4.4. 分析結果 41
4.4.1. 信度分析 41
4.4.2. 主成分分析 42
4.4.3. 相關分析 44
4.4.4. 操弄檢定 44
4.4.5. 假說檢定 45
4.5. 小結 48
5. 結論與建議 50
5.1. 研究結論 50
5.1.1. 研究一 50
5.1.2. 研究二 50
5.2. 學術貢獻與行銷實務實務意涵 51
5.2.1. 學術貢獻 51
5.2.2. 行銷實務意涵 51
5.3. 研究限制與後續研究建議 52
網路資料 54
參考文獻 54
附錄一 60
附錄二 63
附錄三 67
附錄四 75
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