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題名 人們眼中的創新事物：以Uber台灣為例
Innovation as in the eyes of its beholders: A case study on Uber adoption in Taiwan
作者 宛家禾
Wan, Joy Chia-Ho
貢獻者 郭貞
Kuo, Cheng
宛家禾
Joy Chia-Ho Wan
關鍵詞 創新事物
人格特質
創新屬性
Innovation
Perceived attributes of innovation
Five-Factor Model
日期 2019
上傳時間 7-Aug-2019 16:42:09 (UTC+8)
摘要 截至2019年4月為止，超過17萬家的新創公司分散在全球各地，販售他們的創新產品與服務。其中許多還未能讓人所熟知，就關門大吉。數據顯示，新創公司活不下去，百分之70的原因在於忽略人的因素。該研究以Uber為個案，企圖找出人與創新採納之間的關聯。研究從五大人格特質（Five Factor Model of personality）出發，檢視不同個性的人對一件創新事物是否有不同的觀感（perception），以及人格特質是否影響他們對於新事物的採用。研究以質、量化方式並行。分析後發現，創新事物的屬性如相容性、可試用性、複雜性能影響新事物的採用與否。不同的人格則有可能使人們對創新事物的觀感不同。研究也發現人們的需求對於創新事物的採納似乎也具影響力。
There were over 170K startup companies introducing innovative products and services worldwide as of April 2019. Not all of them can survive long enough to carve their names, and many failed. Statistics showed that over 70 percent of new companies failed because they ignored people in their product designs or marketing strategies. Therefore, the study aims to find out the relationship between people and innovation adoption. Five Factor Model of personality and perceived attributes of innovation, one of the major concepts of Diffusion of Innovation, were employed to examine if there are links between the different personality traits and how people perceive the attributes of an innovation. Using Uber as a case study, the research used mixed methods combining quantitative and qualitative tools for data collection. The results concluded that an innovation’s attributes, including compatibility, trialability, and complexity, would influence innovation adoption. Also, different personality traits would perceive innovation attributes differently. Finally, people’s need should be addressed if an innovative product or service seeks to survive in the market.
參考文獻 References
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3. Ahmad, P.A., Ganaie, M.Y., & Suhial, A. (2015). Neuroticism of Physically Challenged Viz. Hearing Impaired and Speech Impaired Secondary School Students of Kashmir Division. Journal of Pharmacy and Alternative Medicine,7. Retrieved from https://www.iiste.org/
4. Aslan, S. & Cheung-Blunden, V. (2012). Where does self-control fit in the Five-Factor Model? Examining personality structure in children and adults. Personality and Individual Differences, 53(5), 670-674. doi: 10.1016/j.paid.2012.05.006
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http://focustaiwan.tw/news/asoc/201906180024.aspx
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
984610042
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0984610042
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.advisor Kuo, Chengen_US
dc.contributor.author (Authors) 宛家禾zh_TW
dc.contributor.author (Authors) Joy Chia-Ho Wanen_US
dc.creator (作者) 宛家禾zh_TW
dc.creator (作者) Wan, Joy Chia-Hoen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-Aug-2019 16:42:09 (UTC+8)-
dc.date.available 7-Aug-2019 16:42:09 (UTC+8)-
dc.date.issued (上傳時間) 7-Aug-2019 16:42:09 (UTC+8)-
dc.identifier (Other Identifiers) G0984610042en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124906-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 984610042zh_TW
dc.description.abstract (摘要) 截至2019年4月為止，超過17萬家的新創公司分散在全球各地，販售他們的創新產品與服務。其中許多還未能讓人所熟知，就關門大吉。數據顯示，新創公司活不下去，百分之70的原因在於忽略人的因素。該研究以Uber為個案，企圖找出人與創新採納之間的關聯。研究從五大人格特質（Five Factor Model of personality）出發，檢視不同個性的人對一件創新事物是否有不同的觀感（perception），以及人格特質是否影響他們對於新事物的採用。研究以質、量化方式並行。分析後發現，創新事物的屬性如相容性、可試用性、複雜性能影響新事物的採用與否。不同的人格則有可能使人們對創新事物的觀感不同。研究也發現人們的需求對於創新事物的採納似乎也具影響力。zh_TW
dc.description.abstract (摘要) There were over 170K startup companies introducing innovative products and services worldwide as of April 2019. Not all of them can survive long enough to carve their names, and many failed. Statistics showed that over 70 percent of new companies failed because they ignored people in their product designs or marketing strategies. Therefore, the study aims to find out the relationship between people and innovation adoption. Five Factor Model of personality and perceived attributes of innovation, one of the major concepts of Diffusion of Innovation, were employed to examine if there are links between the different personality traits and how people perceive the attributes of an innovation. Using Uber as a case study, the research used mixed methods combining quantitative and qualitative tools for data collection. The results concluded that an innovation’s attributes, including compatibility, trialability, and complexity, would influence innovation adoption. Also, different personality traits would perceive innovation attributes differently. Finally, people’s need should be addressed if an innovative product or service seeks to survive in the market.en_US
dc.description.tableofcontents Table of Content

Chapter 1 Introduction 3
1.1 Businesses fail because “people” are missing 3
1.2 Uber as an innovation: its initial success and challenges 4
1.3 Research base and framework 7
Chapter 2 Literature Review 9
2.1.1 Perceived attributes of innovation 9
2.1.2 PAI and innovation adoption 11
2.2.1 Personality traits 12
2.2.2 Personality traits and innovation adoption 14
2.2.3 Personality traits and PAI 16
2.3 Demographics and innovation adoption: H25 & 26 22
Chapter 3 Methodology 26
3.1 Data collection and sample 26
3.2 Measures 27
3.2.1 Personality traits 27
3.2.2 PAI 28
Chapter 4 Results 30
4.1 Demographic profile 30
4.2 Measurement Validation 32
4.3 Data analysis 34
4.3.1 PAI, personality traits, and Uber usage: H1—H8 36
4.3.2 Personality traits and relative advantage: H9—H12 38
4.3.3 Personality traits and compatibility: H13—H16 39
4.3.4 Personality traits and trialability: H17—H20 41
4.3.5 Personality traits and complexity: H21—H24 42
4.3.6 Demographics and Uber usage: H25 & H26 43
4.4 Qualitative results 45
Chapter 5 Discussion 47
5.1 Summary of findings 47
5.1.1 PAI and innovation adoption 48
5.1.2 Personality traits and innovation adoption 48
5.1.3 Personality traits and PAI 49
5.1.4 Demographics and Uber usage 51
5.2 Other findings 52
5.2.1 Hierarchical regression analysis results 52
5.2.2 Implications of Q29 55
5.2 Limitations and further research 56
Chapter 6 conclusion 60
6.1 Different personality traits tend to view innovations in different ways 60
6.2 Compatibility, trialability and complexity matter 61
6.3 To need, or not to need, that is the question 62
References 63		zh_TW
dc.format.extent 1936094 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0984610042en_US
dc.subject (關鍵詞) 創新事物zh_TW
dc.subject (關鍵詞) 人格特質zh_TW
dc.subject (關鍵詞) 創新屬性zh_TW
dc.subject (關鍵詞) Innovationen_US
dc.subject (關鍵詞) Perceived attributes of innovationen_US
dc.subject (關鍵詞) Five-Factor Modelen_US
dc.title (題名) 人們眼中的創新事物：以Uber台灣為例zh_TW
dc.title (題名) Innovation as in the eyes of its beholders: A case study on Uber adoption in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) References
1. Anic, G. (2007). The association between personality and risk taking. (Unpublished master’s thesis). University of South Florida, Florida.
2. Alemi, F., Circella, G., Handy, S., & Mokhtarian, P. (2018). What influences travelers to use Uber? Exploring the factors affecting the adoption of on-demand ride services in California. Travel Behaviour and Society, 13, 88-104. doi: 10.1016/j.tbs.2018.06.002
3. Ahmad, P.A., Ganaie, M.Y., & Suhial, A. (2015). Neuroticism of Physically Challenged Viz. Hearing Impaired and Speech Impaired Secondary School Students of Kashmir Division. Journal of Pharmacy and Alternative Medicine,7. Retrieved from https://www.iiste.org/
4. Aslan, S. & Cheung-Blunden, V. (2012). Where does self-control fit in the Five-Factor Model? Examining personality structure in children and adults. Personality and Individual Differences, 53(5), 670-674. doi: 10.1016/j.paid.2012.05.006
5. Bansal, G. (2010). Continuing E-book use: role of environmental consciousness, personality and past usage. Paper presented at the Proceedings of the Americas Conference on Information Systems (AMCIS), Lima, Peru.
6. Barnett, T., Pearson, A.W., Pearson, R., & Kellermanns, F.W. (2015). Five-factor model personality traits as predictors of perceived and actual usage of technology. European Journal of Information Systems, 24(4), 374–390. doi: 10.1057/ejis.2014.10
7. Berkeley Personality Lab. (2007). Retrieved from https://www.ocf.berkeley.edu/~johnlab/index.htm
8. Central News Agency. (2019, June 18). Hundreds in Taipei take special exam for multipurpose taxi drivers. Retrieved from
http://focustaiwan.tw/news/asoc/201906180024.aspx
9. Chatterjee, S., Singh, N.P., Goyal, D.P., & Gupta, N. (Eds.). (2015). Managing in Recovering Markets. India: Springer
10. Chen, X. & Zhang, X. (2016). How Environmental Uncertainty Moderates the Effect of Relative Advantage and Perceived Credibility on the Adoption of Mobile Health Services by Chinese Organizations in the Big Data Era. International Journal of Telemedicine and Applications. doi: 10.1155/2016/3618402
11. Ciavarella, M.A., Buchholtz, A.K., Riordan, C.M., Gatewood, R.D., & Stokes, G.S. (2003). The Big Five and venture survival: Is there a linkage? Journal of Business Venturing, 19 (4), 465-483. doi: 10.1016/j.jbusvent.2003.03.001
12. Cisternas-Godoy, E. (2016). Exploring individual differences in early adoption behavior of innovation. (Master’s thesis), Pontifical Catholic University of Chile, Santiago, Chile.
13. Daniels, J. (2018, December 12). Los Angeles passes regulation targeting Airbnb and other short-term rental services. CNBC. Retrieved from https://www.cnbc.com/2018/12/12/los-angeles-passes-regulation-targeting-airbnb-rental-hosts.html
14. Davis, C.K. (Ed.). (2003). Technologies & Methodologies for Evaluating Information Technology in Business. Hershey, PA: IRM Press.
15. Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems : theory and results (Unpublished Doctoral dissertation). Massachusetts Institute of Technology, Cambridge.
16. Duda, M.D. & Nobile, J.L. (2010). Fallacy of online surveys: no data are better than bad data. Human Dimensions of Wildlife, 15 (1). doi: 10.1080/10871200903244250
17. Ercis, A. & Unalan, M. (2017). Relationship Among Big Five Personality Traits, Compulsive Buying and Variety Seeking. Journal of Management, Marketing and Logistics, 4 (3), 217-223. doi: 10.17261/Pressacademia.2017.483
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dc.identifier.doi (DOI) 10.6814/NCCU201900593en_US