創新產品、消費者人格特質與購買意願之相關性研究-以平板電腦為例

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题名:	創新產品、消費者人格特質與購買意願之相關性研究-以平板電腦為例
作者:	何方云
贡献者:	國際企管管理研究所碩士在職專班
关键词:	創新產品 Innovative Product 創新擴散屬性 Attributes of Innovation Diffusion 人格特質 Personality Trait 購買意願 Purchasing Intentions 平板電腦 Tablet
日期:	2012-06
上传时间:	2013-01-29 15:48:00 (UTC+8)
摘要:	各大科技廠商對平板電腦不斷的在推陳出新，希望能分食這塊大餅，但蘋果電腦的iPad始終保有高市佔率，「非蘋板」陣營銷售不佳的現象持續的產生。同樣屬於創新的產品，消費者對於購買平板電腦的意願會受那些特性而有所影響？不同人格特質的消費者是否會因其個性特質而產生干擾的影響？本研究創新產品採用Rogers(1995)之創新擴散屬性、人格特質採用Costa and McCrae(1985)之五大模型作為衡量依據。進一步探討創新產品的特性與消費者人格特質的不同，對平板電腦購買意願的影響。本研究採樣係透過發放紙本問卷與網路問卷的方式，已曾有購買過3C科技產品之消費者為主。共計發放300份問卷，共得有效問卷223份，有效回收率與樣本率皆為74.3%。經實證結果與分析後發現： 1.創新產品之「相對優勢」、「相容性」、「複雜性」、「可試用性」及「可觀察性」，對消費者購買平板電腦的意願皆具有顯著且正向的影響。 2.「外向性」、「經驗開放性」與「親和性」人格特質的消費者對購買平板電腦的意願呈現顯著且正向的影響。 3.不同的消費者人格特質會對購買平板電腦的意願具有顯著影響。關鍵字：創新產品、創新擴散屬性、人格特質、購買意願、平板電腦 While technology firms keep developing new models of tablet PC and trying to acquire more share in this growing market, iPad from Apple still takes majority market share and leaves little share for Non-Apple tablet PC makers. Deemed as a innovative product, what features of tablet PC are influencing people’s buying decision? Will peo-ple’s purchasing decision be influenced by their personal characters? This research is attempting to answer the aforementioned two questions from the following two dimensions: Feature of Innovative Product, based on Rogers’s(1995) Dif-fusion of Innovation, and Consumer Personality Trait, based on Costa and McCrae’s (1985) Big- Five Personalities. The data in this research is collected from paper based and internet based ques-tionnaires, which is done by people who have experience of purchasing 3C (Computer, Communication, Consumer) electronics. 300 questionnaire samples were released and 223 effective one received, with 74.3% effective sampling rate. The analysis results can be summarized into the following points: 1.Innovative product’s “Relative advantage”, “Compatibility”, ”Complex-ity”, ”Trialability” and ”Observability” of the Tablet PC’s all have signifi-cant positive influence toward purchasing intention. 2. “Extraversion”, “Openness to Experience” and “Agreeableness” of con-sumer’s personality have significant positive influence to purchasing inten-tion. 3.Different personality traits are considerable factors of purchasing intention.
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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