產品智慧性與創新產品成功屬性之研究－以知覺價格為調節變數

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题名:	產品智慧性與創新產品成功屬性之研究－以知覺價格為調節變數
作者:	何仁智
贡献者:	國際企業管理研究所
关键词:	產品智慧性 product smartness 創新產品成功屬性 innovation attributes 知覺價格 perceived price
日期:	2010
上传时间:	2010-09-07 14:48:19 (UTC+8)
摘要:	隨著科技的日新月異，資訊科技在消費者商品的應用上也越來越廣泛。智慧型商品的重要性在行銷研究的文獻上也逐漸被重視。根據Rijsdijk and Hultink (2009)兩位學者發表在產品創新管理期刊上的研究，探討了產品智慧性各項不同構面之優缺及新產品發展上之管理意涵。本研究進一步引入知覺價格作為調節變數，探討產品智慧性與消費者知覺的創新產品屬性間之關聯及知覺價格在其中之調節效果，以求了解消費者對於智慧型產品之知覺反應。本研究調查了282位消費者，研究結果顯示產品智慧性在消費者知覺的產品創新屬性上，對於相對優勢有正向顯著關係，相容性及複雜性部分有正向關係。知覺價格在產品智慧性構面中之自主性及配合學習對相對優勢及複雜性有顯著之調節效果。 Due to Information technology (IT) application in the consumer products are increasingly being used. The increasing importance of intelligent products has been recognized in the marketing literature. Rijsdijk and Hultink (2009) discussed the advantages and pitfall for each of the product smartness dimensions and their implication for new product development. The study further used perceived price as a moderating variable to investigated product smartness and how consumer respond it through innovation attributes, then discussed the moderating effects of perceived price. Result from 282 consumers, the outcome of the research are as follows: product smartness is positively related to perceived relative advantage and partly positively related to perceived compatibility and perceived complexity. There is a significantly moderating effect on the product smartness dimensions of autonomy and adaptability to perceived relative advantages and perceived complexity.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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