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題名 創新機會成長對消費部落規模影響之研究
A study of the effect of the development of innovative chances on the scope of consumer tribes作者 林木花
Lin, Mu Hua貢獻者 林我聰<br>洪朝富
Lin, Woo Tsong<br>Hong, Chao Fu
林木花
Lin, Mu Hua關鍵詞 消費部落
網路早期採用者
創意使用價值
創新擴散模型
科技接受模型
Consumer tribes
The early adopters in Internet
Innovative use value
Innovative diffusion model
Technology acceptance model日期 2016 上傳時間 2-Aug-2016 16:01:23 (UTC+8) 摘要 新商品上市後造成流行的機率低於25%(Cooper & Kleinschmidt, 1990;Cooper, 2011),但Rogers(唐錦超,民95)的創新擴散模型實驗卻提出若早期採用者接受新商品並分享他們的創意使用價值,則能影響早期消費大眾較快且容易接受新商品且在市場上誘發流行。因此本研究的動機是希望透過資訊技術,首先確認早期採用者存在於網路族群之中,再萃取被網際網路大量資料包圍的網路早期採用者與其在新商品的創意使用價值資料,希望能夠藉此影響早期消費大眾的接受意願,並跨越他們之間的鴻溝(Moore, 1991)。本研究目的是探討即使網路早期採用者與早期消費大眾兩者之間無實體的社會關係網絡時,網路早期採用者所創造的新商品創意使用價值,還是能夠影響早期大眾消費者購買的意願,以形成一種新型創新擴散模式。實作上是將網路早期採用者的創意使用價值,設計成廣告宣傳單直接刺激早期消費大眾,觀察新商品是否被他們接受。經過購買意願問卷回收、整理和分析消費者族群與接受程度,證實網路早期採用者的創意使用價值確實能引起早期消費大眾往高購買意願的族群移動。再者,企業為了能夠在市場生存競爭獲勝,必須比其他同業更早挖掘出稀少且有價值的資訊幫助新商品跨越鴻溝,協助企業獲得更多的利益。雖然本研究提出的新型創新擴散模式,能提高早期消費大眾接受新商品的意願,但是在人機互動的資料分析過程中,耗費過多人力。因此本研究再根據文字探勘的IDF概念提出ICF演算法,藉以縮小決策範圍並且得到效率前緣的機會點,依然能在眾多的資料中也萃取出網路早期採用者的微弱創意使用價值,同時降低人工作業、專家主觀解讀和決策制定的複雜度的問題,得到高品質的效率方案。
The chance for a new product to be prevalent is lower than 25% (Cooper & Kleinschmidt, 1990; Cooper, 2011). However, in Rogers’ innovative diffusion model (Rogers, 2003), he proposed that if early adopters accepted new products and shared their innovative use value with others, the early majority may accept the new products quickly and readily. First of all, this study intends to use information technology to make sure that the early adopters exist on the Internet world. Then the author tries to extract innovative use information employed by the early adopters who are surrounded by huge amount of information. Hopefully, the early majority can be affected by such measures. That is, in the process of consuming merchandise, consumers tend to build mutual affections, value, and psychological sensation. This may enable the new products to cross over the chasm between the early adopters and early majority (Moore, 1991; 1995).The purpose of this study is to explore the innovative use value created by early adopters existing on the Internet world. It is to affect the purchasing intention of the early majority when there is no social relationship network between early adopters and early majority so as to build a new innovative diffusion model. In order to achieve this, the innovative use value created in the Internet by the early adopters was designed as commercial fliers to directly stimulate the early majority. It is used to observe whether new products are accepted by the early majority. The experimental results proved that this measurement surely can move the early majority toward groups with high intention.Moreover, talking about the continuing existence of a business, one needs to find out the rare and valuable information in the early stage in order to make the new products to cross over the chasm. The new innovative diffusion proposed by this study is able to extract the innovative use value created by the early adopters in Internet. And, for the purpose of reducing manpower and contracting the weak innovative information created by the early adopters, this study was conducted by using ICF algorithm which is derived from IDF concept existing in the text mining. It is to narrow the range of policy making, gain the chance point from the effect frontier, improve the quality and efficiency when making a decision, and reduce subjective judgement made by experts, which may help decision makers to make an effective policy based on their advantage and preference, and in the end, to reduce the complexity of making a policy.參考文獻 中文文獻1.李華夏(譯)(民96)。有閒階級論 (The Theory of the Leisure Class)(原作者:Thorstein Veblen)。臺北:左岸文化(原著出版年:1899)。2.林祐聖、葉欣怡(譯)(民94)。社會資本 (Social capital)(原作者Nan Lin)。臺北:弘智(原著出版年:2001)。3.科技政策研究與資訊中心-科技產業資訊室(民95)。創新經濟時代,全民一起創新。http://iknow.stpi.narl.org.tw/post/Read.aspx?PostID=3233。4.唐錦超(譯)(民95)。創新的擴散 (Diffusion of Innovations)(原作者:Everett M. Rogers)。臺北:遠流(原著出版年:2003)。5.國家教育研究院,雙語詞彙、學術名詞暨辭書資訊網。http://terms.naer.edu.tw/detail/1678878/。6.張君玫(譯)(民91)。文化消費與日常生活 (Cultural Consumption and Everyday Life)(原作者:John Storey)。臺北:巨流圖書公司(原著出版年:1999)。7.張重昭、陳志銘、郭庭魁、杜玉蓉、蕭幼麟(譯)(民94)。消費者行為 (Consumer Behavior:Buying, Having, and Being)(原作者:Michael R. 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國立政治大學
資訊管理學系
95356503資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095356503 資料類型 thesis dc.contributor.advisor 林我聰<br>洪朝富 zh_TW dc.contributor.advisor Lin, Woo Tsong<br>Hong, Chao Fu en_US dc.contributor.author (Authors) 林木花 zh_TW dc.contributor.author (Authors) Lin, Mu Hua en_US dc.creator (作者) 林木花 zh_TW dc.creator (作者) Lin, Mu Hua en_US dc.date (日期) 2016 en_US dc.date.accessioned 2-Aug-2016 16:01:23 (UTC+8) - dc.date.available 2-Aug-2016 16:01:23 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2016 16:01:23 (UTC+8) - dc.identifier (Other Identifiers) G0095356503 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99548 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 95356503 zh_TW dc.description.abstract (摘要) 新商品上市後造成流行的機率低於25%(Cooper & Kleinschmidt, 1990;Cooper, 2011),但Rogers(唐錦超,民95)的創新擴散模型實驗卻提出若早期採用者接受新商品並分享他們的創意使用價值,則能影響早期消費大眾較快且容易接受新商品且在市場上誘發流行。因此本研究的動機是希望透過資訊技術,首先確認早期採用者存在於網路族群之中,再萃取被網際網路大量資料包圍的網路早期採用者與其在新商品的創意使用價值資料,希望能夠藉此影響早期消費大眾的接受意願,並跨越他們之間的鴻溝(Moore, 1991)。本研究目的是探討即使網路早期採用者與早期消費大眾兩者之間無實體的社會關係網絡時,網路早期採用者所創造的新商品創意使用價值,還是能夠影響早期大眾消費者購買的意願,以形成一種新型創新擴散模式。實作上是將網路早期採用者的創意使用價值,設計成廣告宣傳單直接刺激早期消費大眾,觀察新商品是否被他們接受。經過購買意願問卷回收、整理和分析消費者族群與接受程度,證實網路早期採用者的創意使用價值確實能引起早期消費大眾往高購買意願的族群移動。再者,企業為了能夠在市場生存競爭獲勝,必須比其他同業更早挖掘出稀少且有價值的資訊幫助新商品跨越鴻溝,協助企業獲得更多的利益。雖然本研究提出的新型創新擴散模式,能提高早期消費大眾接受新商品的意願,但是在人機互動的資料分析過程中,耗費過多人力。因此本研究再根據文字探勘的IDF概念提出ICF演算法,藉以縮小決策範圍並且得到效率前緣的機會點,依然能在眾多的資料中也萃取出網路早期採用者的微弱創意使用價值,同時降低人工作業、專家主觀解讀和決策制定的複雜度的問題,得到高品質的效率方案。 zh_TW dc.description.abstract (摘要) The chance for a new product to be prevalent is lower than 25% (Cooper & Kleinschmidt, 1990; Cooper, 2011). However, in Rogers’ innovative diffusion model (Rogers, 2003), he proposed that if early adopters accepted new products and shared their innovative use value with others, the early majority may accept the new products quickly and readily. First of all, this study intends to use information technology to make sure that the early adopters exist on the Internet world. Then the author tries to extract innovative use information employed by the early adopters who are surrounded by huge amount of information. Hopefully, the early majority can be affected by such measures. That is, in the process of consuming merchandise, consumers tend to build mutual affections, value, and psychological sensation. This may enable the new products to cross over the chasm between the early adopters and early majority (Moore, 1991; 1995).The purpose of this study is to explore the innovative use value created by early adopters existing on the Internet world. It is to affect the purchasing intention of the early majority when there is no social relationship network between early adopters and early majority so as to build a new innovative diffusion model. In order to achieve this, the innovative use value created in the Internet by the early adopters was designed as commercial fliers to directly stimulate the early majority. It is used to observe whether new products are accepted by the early majority. The experimental results proved that this measurement surely can move the early majority toward groups with high intention.Moreover, talking about the continuing existence of a business, one needs to find out the rare and valuable information in the early stage in order to make the new products to cross over the chasm. The new innovative diffusion proposed by this study is able to extract the innovative use value created by the early adopters in Internet. And, for the purpose of reducing manpower and contracting the weak innovative information created by the early adopters, this study was conducted by using ICF algorithm which is derived from IDF concept existing in the text mining. It is to narrow the range of policy making, gain the chance point from the effect frontier, improve the quality and efficiency when making a decision, and reduce subjective judgement made by experts, which may help decision makers to make an effective policy based on their advantage and preference, and in the end, to reduce the complexity of making a policy. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景:生活價值的遷移與受網路影響的現代生活模式 1第二節 研究動機:新型創新擴散理論 7第三節 研究目的:建立網路早期採用者影響早期消費大眾的模型 9第四節 研究問題 13第二章 文獻探討 14第一節 運用消費部落與社會網路分析辨識網路早期採用者 14第二節 部落創新擴散與弱關聯:資料關聯網路與機會探索 18第三節 網路早期採用者創意擴散到早期消費大眾的驗證模式 24第三章 研究方法 29第一節 辨識網路早期採用者 30第二節 運用關聯網路辨識創意使用價值 34第三節 建立驗證情境與驗證 38第四節 微弱創意辨識 41第四章 案例分析 47第一節 辨識網路早期採用者 47第二節 辨識創意使用價值 51第三節 建立驗證情境與驗證 58第四節 微弱創意使用價值辨識 73第五章 結論與研究限制 78第一節 結論 78第二節 管理意涵 81第三節 研究限制 83參考文獻 84中文文獻 84英文文獻 86附錄一 初版問卷構面及問項 92附錄二 修改後問卷構面及問項 94 zh_TW dc.format.extent 2976002 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095356503 en_US dc.subject (關鍵詞) 消費部落 zh_TW dc.subject (關鍵詞) 網路早期採用者 zh_TW dc.subject (關鍵詞) 創意使用價值 zh_TW dc.subject (關鍵詞) 創新擴散模型 zh_TW dc.subject (關鍵詞) 科技接受模型 zh_TW dc.subject (關鍵詞) Consumer tribes en_US dc.subject (關鍵詞) The early adopters in Internet en_US dc.subject (關鍵詞) Innovative use value en_US dc.subject (關鍵詞) Innovative diffusion model en_US dc.subject (關鍵詞) Technology acceptance model en_US dc.title (題名) 創新機會成長對消費部落規模影響之研究 zh_TW dc.title (題名) A study of the effect of the development of innovative chances on the scope of consumer tribes en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻1.李華夏(譯)(民96)。有閒階級論 (The Theory of the Leisure Class)(原作者:Thorstein Veblen)。臺北:左岸文化(原著出版年:1899)。2.林祐聖、葉欣怡(譯)(民94)。社會資本 (Social capital)(原作者Nan Lin)。臺北:弘智(原著出版年:2001)。3.科技政策研究與資訊中心-科技產業資訊室(民95)。創新經濟時代,全民一起創新。http://iknow.stpi.narl.org.tw/post/Read.aspx?PostID=3233。4.唐錦超(譯)(民95)。創新的擴散 (Diffusion of Innovations)(原作者:Everett M. 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