English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109951/140892 (78%)
Visitors : 46193247      Online Users : 1176
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/124094


    Title: 消費者對創新產品之採用阻抗因素分析_以共享租賃電動機車為例
    Authors: 高郁潔
    Kao, Yu-Jie
    Contributors: 陳建維
    高郁潔
    Kao, Yu-Jie
    Keywords: 共享經濟
    電動機車
    創新阻抗
    人格特質
    Date: 2019
    Issue Date: 2019-07-01 10:39:41 (UTC+8)
    Abstract: 隨著全球人口數量急遽攀升,以及科技文明的快速發展,地球生態環境受到嚴重破壞,全球氣候暖化與能源短缺成為迫在眉睫的問題,各國政府與民間也逐漸開始重視生態環境與資源的永續發展,企業亦紛紛投入相關產業,期望透過商業的力量為環境永續作出貢獻。因此,新創公司「WeMo Scooter」結合綠能環保的電動機車與共享經濟商業模式,成為亞洲第一家提供無站點式共享租賃電動機車服務的公司,以無樁式的服務以及手機APP隨時可租借車輛,作為服務最大特點。然而,以手機APP作為鑰匙發動機車、無特定站點隨租隨還的服務模式,對於消費者在面對此項創新服務時,是否構成採用上的障礙,進而導致消費者對其在採用上的抵抗?本研究針對WeMo Scooter的各項服務特性作出探討,並加入環保意識、時間意識、價格意識、內外控人格特質等人格特質為干擾,推測不同人格特質的消費者,因知覺到不同程度的採用障礙,因而會有不同程度的抵制。
    本研究以Ram and Sheth(1989)提出的創新抵制理論作基礎,並參考相關文獻設計問卷後,透過分層回歸模式進行量化分析,以功能層面與心理層面的知覺障礙,深入檢視消費者對於共享租賃電動機車—WeMo Scooter APP的創新阻抗因素為何。研究結果顯示,由於WeMo Scooter服務特性而產生的各項知覺障礙,包含使用障礙、價值障礙、風險障礙、傳統障礙與形象障礙等,皆會對於消費者的阻抗程度有正向影響效果,並且,消費者的人格特質:例如環保意識,對於特定的知覺障礙,會產生干擾效果。
    而在研究的最後,則針對個案公司—WeMo Scooter提出兩項建議:透過體驗行銷活動,降低消費者在使用APP租車找車時的不熟悉感、在行銷廣告中,加入環保訊息,並對於未來研究方向提出後續建議。
    Reference: Abeliotis, K., Koniari, C., and Sardianou, E. (2010), “The profile of the green
    consumer in Greece,” International Journal of Consumer Studies, 34(2),
    153-160.
    Bagozzi, R. P. and L. K. Hyun, “Consumer Resistance to, and Acceptance of,
    Innovations”, Advances in Consumer Research, 26(10), (1999): 218-226.
    Balderjahn, I., “Personality Variables and Environmental Attitudes as Predictors of
    Ecologically Responsible Consumption Patterns”, Journal of Business Research,
    17(4), (1988): 51-56.
    Balderjahn, I. (1988). Personality variables and environmental attitudes as
    predictors of ecologically responsible consumption patterns. Journal of
    Business Research, 17(1), 51-56.
    Dembkowski, S. and S. H. Lloyd, “The Environmental Attitude-system Model: a
    Framework to Guide the Understanding of Environmentally Conscious Consumer
    Behavior”, Marketing: Unity in Diversity. Proceedings of the Annual Conference of
    the Marketing Education Group, Coleraine, 4-6 July, (1994): 232-241.
    Diekmann, A. and P. Preisendorfer, “Environmental Behavior – Discrepancies between
    Aspirations and Reality”, Rationality and Society, 10(3), (1998): 79-102.
    Dodds, W. B., K. B. Monroe, and D. Grewal, “ Effects of Price, Brand, and Store
    Information on Buyers Product Evaluations”, Journal of Marketing Research, 28(3),
    (1991): 307-319.
    Dodson, J. A., A. M. Tybout, and B. Sternthal, “Impact of Deals and Deal Retraction on
    Brand Switching”, Journal of Marketing Research, 15(6), (1978): 72-81.
    Dunphy, S. and P. A. Herbig, “Acceptance of Innovations: The Customer Is The Key”,
    The Journal of High Technology Management Research, 6(2), (1995): 193-209.
    Ellen, P. S., W. O. Bearden, and S. Sharma, “Resistance to Technological Innovations: An
    Experimental Examination of the Role of Self-Efficacy and Performance Satisfaction”, Journal of the Academy of Marketing Science, 19(4), (1991): 297-307.
    Heberlein, T. A. (1981) “Environmental Attitude. ” Journal of Environmental
    Policy 2: 241-270.
    Kahle, L.R. (1996). Social values and consumer behaviour: research from the
    List of Values.
    Kim, H.W. and A. Kankanhalli, “Investigating User Resistance to Information Systems
    Implementation: A Status Quo Perspective”, MIS Quarterly, 33(3), (2009): 567-582.
    Kotler, P. (2000), Marketing management: analysis, planning, implement and
    control, (10th ed)., Prentice-Hall Inc.
    Kotler, P. (2003). Marketing Management (17th ed.). Englewood Cliffs, NJ:
    Prentice-Hall International, inc.
    Kotler, P. and Keller, K. (2008), Marketing Management (13th ed.), Prentice
    Hall.
    Laroche, M., J. Bergeron, and F. G. Barbaro, “Targeting Consumers Who Are Willing to
    Pay More for Environmentally Friendly Products”, Journal of Consumer Marketing,
    18(6), (2001): 503-520.
    Laukkanen, T., S. Sinkkonen, M. Kivijärvi, and P. Laukkanen, “Innovation Resistance
    among Mature Consumers”, Journal of Consumer Marketing, 24(7), (2007):
    419-427.
    Laukkanen, P., S. Sinkkonen, and T. Laukkanen, “Consumer resistance to Internet
    banking: Postponers, Opponents and Rejectors”, International Journal of Bank
    Marketing, 26 (6), (2008): 440-455.
    Lian, J. W., H. M. Liu, and I. L. Liu, “Applying Innovation Resistance Theory to
    Understand User Acceptance of Online Shopping: The Moderating Effect of
    Different Product Types”, Computer Technology and Application, 3(2), (2012):
    188-193.
    Lian, J. W. and D. C. Yen, “To Buy or Not to Buy Experience Goods Online: Perspective
    of Innovation Adoption Barriers”, Computers in Human Behavior, 29(10), (2013):
    665-672.
    Minton, A. P. and R. L. Rose, “The Effects of Environmental Concern on
    Environmentally Friendly Consumer Behavior: An Exploratory Study”, Journal of
    Business Research, 40(37), (1997): 141-151.
    Mostafa, M., “A Hierarchical Analysis of The Green Consciousness of the Egyptian
    Consumer”, Psychology and Marketing, 24(5), (2007): 445-473.
    Peattie, K. and A. Crane, “Green Marketing: Legend, Myth, Farces or Prophesies?”
    Qualitative Market Research: An International Journal, 8(4), (2005): 357-370.
    Pekka, L., S. Suvi and L. Tommi. L, “Consumer Resistance to Internet Banking :
    Postponers, Opponents and Rejectors”, The International Journal of Bank Marketing,
    26(6), (2008): 440-455.
    Ram, S., “A Model of Innovation Resistance”, Advances in Consumer Research, 14(1),
    (1987): 208-212.
    Ram, S. and Sheth, J. N., “Consumer Resistance to Innovations: The Marketing Problem
    and Its Solutions”, Journal of Consumer Marketing, 6(2), (1989): 5-14.
    Ram, S. (1989), “Successful innovation using strategies to reduce consumer
    resistance: an empirical test,” Journal of Product Innovation Management,
    6(1), 20-34.
    Rogers, E. M., Diffusion of Innovation,4th ed., NY: The Free Press. (1995).
    Rogers, E. M., Diffusion of Innovations, 5th ed., NY: Free Press, (2003).
    Sheth, J. N., “Psychology of Innovation Resistance”, Research in Marketing, 4(2), (1981):
    273-282.
    Szmigin, I. and G. Foxall, “Three Forms of Innovation Resistance: The Case of Retail
    Payment Methods”, Technovation, 18(7), (1998): 459-468.
    Thomas, H., D. S. Nancy, and F. M. Millard, “Communicating Innovations: Convincing
    Computer Phobics to Adopt Innovative Technologies”, Association for Consumer
    Research, 13(3), (1986): 419-422.
    Woodside, A. and W. Biemans, “Modeling innovation, Manufacturing, Diffusion and
    Adoption/rejection Processes”, Journal of Business and Industrial Marketing, 20(7),
    (2005): 380-393.
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    106351029
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106351029
    Data Type: thesis
    DOI: 10.6814/NCCU201900074
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File SizeFormat
    102901.pdf1313KbAdobe PDF2180View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback