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    題名: 產品過時恐懼與高科技耐久產品採用
    作者: 陳建維
    貢獻者: 國際經營與貿易學系
    關鍵詞: 產品過時恐懼;消費者獨特性需求;從眾傾向
    fear of product obsolescence;consumers’ need for uniqueness;consumer conformity
    日期: 2013
    上傳時間: 2017-12-05 16:35:22 (UTC+8)
    摘要: 高科技耐久財的特性之一是產品過時，也就是指新款產品問世，因其式樣或品質之改進成前一代產品蒙受相對的價值損失。通常耐久財的價值下降並非緣自於產品變得無用或較不好用，而是因為有更新更好的產品推出。當消費者對下一代產品有較高的期待時，就比較不願意去購買即將被取代的前一代產品。本研究之目的在探討消費者之獨特性需求和從眾傾向如何透過產品過時恐懼影響高科技耐久財(例如智慧型手機)的購買決策。透過對臺灣地區的消費者線上問卷調查，本研究發現「資訊性影響」和「避免相似性」越高，科技性過時恐懼也越高；「規範性影響」及「反從眾」對經濟性過時恐懼有正面效果；而心理性過時恐懼則同時受到「規範性影響」、「反從眾」、「避免相似性」的正向影響。
    High-technology durable goods are characterized by product obsolescence, which denotes a relative value loss resulted from the style change or quality improvement due to the launch of subsequent product versions. In durable markets, consumers with higher expectations for the next product generation are reluctant to invest in a product that can soon be superseded. This study is to enhance our understanding of how consumers’ need for uniqueness and conformity lead to different fears of obsolescence in the face of purchasing such high-technology durable products as smart phones. Analyzing consumer data collected through an online survey in Taiwan, the authors find that consumers’ fear of technological obsolescence increases with their conformity through informational influence and avoidance of similarity. Conformity through normative influence and counterconformity simultaneously impose positive effects on consumers’ fear of economic obsolescence. Finally, consumers’ conformity through normative influence, counterconformity, and avoidance of similarity are more likely to lead to an increase in their fear of psychological obsolescence. Theoretical and managerial implications are discussed.
    關聯: 執行起迄：2013/08/01~2015/07/31
    102-2410-H-004-201-MY2
    資料類型: report
    顯示於類別:[國際經營與貿易學系 ] 國科會研究計畫

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