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    Title: 從眾傾向、憂慮產品過時與創新採用之研究-以智慧型手機為例
    Conformity, Fear of Obsolescence and Innovation Adoption: A Study of Smartphone Purchases
    Authors: 朱崇文
    Chu, Chung Wen
    Contributors: 陳建維
    Chen, Chien Wei
    朱崇文
    Chu, Chung Wen
    Keywords: 網路外部性
    從眾傾向
    憂慮產品過時
    主觀產品知識
    獨特性需求
    創新採用
    智慧型手機
    Date: 2013
    Issue Date: 2014-02-10 14:47:07 (UTC+8)
    Abstract: 近年來,消費者對於高科技產品,往往會聽從他人意見,選擇主流的品牌與機型,尤其是具有相同背景與生活方式的消費者,所選擇的高科技產品通常非常相近。其次,更可以發現,高科技產品之使用年限不斷地縮短,推出新規格產品的速度越來越快,導致消費者越來越憂慮高科技產品之過時。

    本研究智慧型手機為例,經由回顧文獻與理論,再以實證資料探討造成高科技產品具有從眾傾向之成因、分析消費者的特性(主觀產品知識、從眾傾向、獨特性需求)對於產品過時之不同憂慮(憂慮技術性過時、憂慮經濟性過時、憂慮心理性過時)的關係,以及了解新一代高科技產品的採用意願之影響因子。

    本研究利用問卷發放的方式蒐集資料,得到之結論如下:
    1. 消費者購買智慧型手機時較有從眾傾向
    2. 使用者網路外部性增強消費者購買智慧型手機之從眾傾向,而主觀產品知識降低消費者購買智慧型手機之從眾傾向
    3. 消費者主觀產品知識越高,對於智慧型手機過時之擔憂越低
    4. 獨特性需求較高之消費者,較憂慮技術性與心理性過時;從眾傾向較高之消費者則較憂慮經濟性過時
    5. 消費者憂慮經濟性過時與主觀產品知識越高,採用創新智慧型手機之意願越高;消費者憂慮技術性過時越高,採用創新智慧型手機之意願越低

    最後,本研究根據分析結果,提出整體行銷建議供相關業者參考。
    Reference: 一、中文部分
    1. 李政忠(2003),「從抽樣與統計方法探討網路問卷調查的可行性:比較電話訪談與網路問卷樣本的實質差異性」,廣播與電視,第21期,55-95頁。
    2. 邱志聖(2011),行銷研究-實務與理論應用,第三版,台北:智勝出版社。
    3. 張琍雯(2005),「消費者產品過時與消費決策-以手機產品為例」,國立政治大學國際經營與貿易研究所碩士論文。
    4. 楊淑貞(2001),「創新特質與網路購物採用之研究」,國立交通大學傳播所碩士論文。
    5. 劉芳梅(1998) ,「 產品知識對消費者從眾行為之影響」,國立政治大學企業管理研究所碩士論文。
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    三、網頁資料
    89. Consumer Phrase of the Day: ‘Fear of Obsolescence’,Times:
    http://business.time.com/2011/03/07/consumer-phrase-of-the-day-fear-of-obsolescence/
    90. 2012台灣智慧型手機使用行為大調查,Inside 硬塞的網路趨勢觀察:
    http://www.inside.com.tw/2013/01/25/2012-taiwan-smartphone-survey
    91. 圖表解讀》iOS與Android大戰誰是贏家,天下雜誌:
    http://m.cw.com.tw/news/article.action?id=5048566&idRssItem=1465019
    92. GfK:2012手機市場年成長6% 4G建設為發展關鍵動能,鉅亨網:
    http://news.cnyes.com/Content/20130319/KH6Q0F43L9NQQ.shtml
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351031
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100351031
    Data Type: thesis
    Appears in Collections:[Department of International Business ] Theses

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