新商品設計差異性對消費者購買意願之影響－以指尖陀螺為例

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题名:	新商品設計差異性對消費者購買意願之影響－以指尖陀螺為例 The Influence of New Product Development on Consumers' Purchase Intention - An Example of Finger Spinners
作者:	楊振賢 (YANG, CHENG-HSIEN)
贡献者:	企業實務管理數位碩士在職專班
关键词:	指尖陀螺行銷組合半結構性訪談 Fidget Spinner Marketing Mix Semi-Structured Interview
日期:	2018
上传时间:	2019-05-10 14:02:37 (UTC+8)
摘要:	根據尼爾森調查數據顯示：從2014的15,000新商品上市，到2015年只剩50個商品存活。而70%的新商品存活週期不到18個月。新商品的開發議題對商品的生存有直接的關連，而為了了解新商品生命週期的發展過程，本研究以指尖陀螺的新商品設計的差異性來做為了解消費者對於購買意願的實例。隨著網路科技的進步、社群資訊的快速的分享，讓指尖陀螺從國際間流行至台灣，原為設計給自閉患者，後因流行且大量行銷讓指尖陀螺的快速的量產與多樣化，甚至是限量版，而金屬材質的指尖陀螺更成為收藏家眼中熱門的紓壓收藏品。本研究也探討指尖陀螺會讓收藏家在把玩、觀賞時產生「紓壓」、「療癒」心理因素，透過對收藏家、銷售賣家與後製加工者共7位受訪者，以半結構式的個別訪談來進行資料蒐集。本研究發現行銷組合的商品、價格、推廣、通路此四個構面對於消費者的購買意願有所影響，此結果可提供相關產業進行新產品開發決策參考。 According to Nielsen data, only 50 products, out of the 15,000 new products listed in 2014 survived into 2015. 70% these of new products had a life cycle less than 18 months. The methods which new products are developed have a direct connection to the survival of those products. As a better way to understand how new product design affect a product’s development, this study examines how differences in a fidget spinner product designs influence consumers' willingness to purchase the product. Fidget spinners spread from other countries to Taiwan due to the rise of the Internet and social media. They were originally designed for autistic patients but have become mass-produced due to their growing popularity. As their designs diversified, metal fidget spinners and limited editions became hot collectors’ items. This study used semi-structured individual interviews to collect data from 7 respondents including collectors, retailers, and producers. This data was used to examine how using fidget spinners creates psychological states of “relaxation” and “healing”. This study found the four aspects of the marketing mix have an impact on consumers' intention to purchase and the result will provide a reference to other related industries.
显示于类别:	[企業實務管理數位碩士在職專班] 博碩士論文

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