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題名 消費者對創新產品之採用阻抗因素分析_以共享租賃電動機車為例
作者 高郁潔
Kao, Yu-Jie
貢獻者 陳建維
高郁潔
Kao, Yu-Jie
關鍵詞 共享經濟
電動機車
創新阻抗
人格特質
日期 2019
上傳時間 1-Jul-2019 10:39:41 (UTC+8)
摘要 隨著全球人口數量急遽攀升，以及科技文明的快速發展，地球生態環境受到嚴重破壞，全球氣候暖化與能源短缺成為迫在眉睫的問題，各國政府與民間也逐漸開始重視生態環境與資源的永續發展，企業亦紛紛投入相關產業，期望透過商業的力量為環境永續作出貢獻。因此，新創公司「WeMo Scooter」結合綠能環保的電動機車與共享經濟商業模式，成為亞洲第一家提供無站點式共享租賃電動機車服務的公司，以無樁式的服務以及手機APP隨時可租借車輛，作為服務最大特點。然而，以手機APP作為鑰匙發動機車、無特定站點隨租隨還的服務模式，對於消費者在面對此項創新服務時，是否構成採用上的障礙，進而導致消費者對其在採用上的抵抗？本研究針對WeMo Scooter的各項服務特性作出探討，並加入環保意識、時間意識、價格意識、內外控人格特質等人格特質為干擾，推測不同人格特質的消費者，因知覺到不同程度的採用障礙，因而會有不同程度的抵制。
本研究以Ram and Sheth(1989)提出的創新抵制理論作基礎，並參考相關文獻設計問卷後，透過分層回歸模式進行量化分析，以功能層面與心理層面的知覺障礙，深入檢視消費者對於共享租賃電動機車—WeMo Scooter APP的創新阻抗因素為何。研究結果顯示，由於WeMo Scooter服務特性而產生的各項知覺障礙，包含使用障礙、價值障礙、風險障礙、傳統障礙與形象障礙等，皆會對於消費者的阻抗程度有正向影響效果，並且，消費者的人格特質：例如環保意識，對於特定的知覺障礙，會產生干擾效果。
而在研究的最後，則針對個案公司—WeMo Scooter提出兩項建議：透過體驗行銷活動，降低消費者在使用APP租車找車時的不熟悉感、在行銷廣告中，加入環保訊息，並對於未來研究方向提出後續建議。
參考文獻 Abeliotis, K., Koniari, C., and Sardianou, E. (2010), “The profile of the green
consumer in Greece,” International Journal of Consumer Studies, 34(2),
153-160.
Bagozzi, R. P. and L. K. Hyun, “Consumer Resistance to, and Acceptance of,
Innovations”, Advances in Consumer Research, 26(10), (1999): 218-226.
Balderjahn, I., “Personality Variables and Environmental Attitudes as Predictors of
Ecologically Responsible Consumption Patterns”, Journal of Business Research,
17(4), (1988): 51-56.
Balderjahn, I. (1988). Personality variables and environmental attitudes as
predictors of ecologically responsible consumption patterns. Journal of
Business Research, 17(1), 51-56.
Dembkowski, S. and S. H. Lloyd, “The Environmental Attitude-system Model: a
Framework to Guide the Understanding of Environmentally Conscious Consumer
Behavior”, Marketing: Unity in Diversity. Proceedings of the Annual Conference of
the Marketing Education Group, Coleraine, 4-6 July, (1994): 232-241.
Diekmann, A. and P. Preisendorfer, “Environmental Behavior – Discrepancies between
Aspirations and Reality”, Rationality and Society, 10(3), (1998): 79-102.
Dodds, W. B., K. B. Monroe, and D. Grewal, “ Effects of Price, Brand, and Store
Information on Buyers Product Evaluations”, Journal of Marketing Research, 28(3),
(1991): 307-319.
Dodson, J. A., A. M. Tybout, and B. Sternthal, “Impact of Deals and Deal Retraction on
Brand Switching”, Journal of Marketing Research, 15(6), (1978): 72-81.
Dunphy, S. and P. A. Herbig, “Acceptance of Innovations: The Customer Is The Key”,
The Journal of High Technology Management Research, 6(2), (1995): 193-209.
Ellen, P. S., W. O. Bearden, and S. Sharma, “Resistance to Technological Innovations: An
Experimental Examination of the Role of Self-Efficacy and Performance Satisfaction”, Journal of the Academy of Marketing Science, 19(4), (1991): 297-307.
Heberlein, T. A. (1981) “Environmental Attitude. ” Journal of Environmental
Policy 2: 241-270.
Kahle, L.R. (1996). Social values and consumer behaviour: research from the
List of Values.
Kim, H.W. and A. Kankanhalli, “Investigating User Resistance to Information Systems
Implementation: A Status Quo Perspective”, MIS Quarterly, 33(3), (2009): 567-582.
Kotler, P. (2000), Marketing management: analysis, planning, implement and
control, (10th ed)., Prentice-Hall Inc.
Kotler, P. (2003). Marketing Management (17th ed.). Englewood Cliffs, NJ:
Prentice-Hall International, inc.
Kotler, P. and Keller, K. (2008), Marketing Management (13th ed.), Prentice
Hall.
Laroche, M., J. Bergeron, and F. G. Barbaro, “Targeting Consumers Who Are Willing to
Pay More for Environmentally Friendly Products”, Journal of Consumer Marketing,
18(6), (2001): 503-520.
Laukkanen, T., S. Sinkkonen, M. Kivijärvi, and P. Laukkanen, “Innovation Resistance
among Mature Consumers”, Journal of Consumer Marketing, 24(7), (2007):
419-427.
Laukkanen, P., S. Sinkkonen, and T. Laukkanen, “Consumer resistance to Internet
banking: Postponers, Opponents and Rejectors”, International Journal of Bank
Marketing, 26 (6), (2008): 440-455.
Lian, J. W., H. M. Liu, and I. L. Liu, “Applying Innovation Resistance Theory to
Understand User Acceptance of Online Shopping: The Moderating Effect of
Different Product Types”, Computer Technology and Application, 3(2), (2012):
188-193.
Lian, J. W. and D. C. Yen, “To Buy or Not to Buy Experience Goods Online: Perspective
of Innovation Adoption Barriers”, Computers in Human Behavior, 29(10), (2013):
665-672.
Minton, A. P. and R. L. Rose, “The Effects of Environmental Concern on
Environmentally Friendly Consumer Behavior: An Exploratory Study”, Journal of
Business Research, 40(37), (1997): 141-151.
Mostafa, M., “A Hierarchical Analysis of The Green Consciousness of the Egyptian
Consumer”, Psychology and Marketing, 24(5), (2007): 445-473.
Peattie, K. and A. Crane, “Green Marketing: Legend, Myth, Farces or Prophesies?”
Qualitative Market Research: An International Journal, 8(4), (2005): 357-370.
Pekka, L., S. Suvi and L. Tommi. L, “Consumer Resistance to Internet Banking :
Postponers, Opponents and Rejectors”, The International Journal of Bank Marketing,
26(6), (2008): 440-455.
Ram, S., “A Model of Innovation Resistance”, Advances in Consumer Research, 14(1),
(1987): 208-212.
Ram, S. and Sheth, J. N., “Consumer Resistance to Innovations: The Marketing Problem
and Its Solutions”, Journal of Consumer Marketing, 6(2), (1989): 5-14.
Ram, S. (1989), “Successful innovation using strategies to reduce consumer
resistance: an empirical test,” Journal of Product Innovation Management,
6(1), 20-34.
Rogers, E. M., Diffusion of Innovation,4th ed., NY: The Free Press. (1995).
Rogers, E. M., Diffusion of Innovations, 5th ed., NY: Free Press, (2003).
Sheth, J. N., “Psychology of Innovation Resistance”, Research in Marketing, 4(2), (1981):
273-282.
Szmigin, I. and G. Foxall, “Three Forms of Innovation Resistance: The Case of Retail
Payment Methods”, Technovation, 18(7), (1998): 459-468.
Thomas, H., D. S. Nancy, and F. M. Millard, “Communicating Innovations: Convincing
Computer Phobics to Adopt Innovative Technologies”, Association for Consumer
Research, 13(3), (1986): 419-422.
Woodside, A. and W. Biemans, “Modeling innovation, Manufacturing, Diffusion and
Adoption/rejection Processes”, Journal of Business and Industrial Marketing, 20(7),
(2005): 380-393.
描述 碩士
國立政治大學
國際經營與貿易學系
106351029
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106351029
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 高郁潔zh_TW
dc.contributor.author (Authors) Kao, Yu-Jieen_US
dc.creator (作者) 高郁潔zh_TW
dc.creator (作者) Kao, Yu-Jieen_US
dc.date (日期) 2019en_US
dc.date.accessioned 1-Jul-2019 10:39:41 (UTC+8)-
dc.date.available 1-Jul-2019 10:39:41 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2019 10:39:41 (UTC+8)-
dc.identifier (Other Identifiers) G0106351029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124094-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 106351029zh_TW
dc.description.abstract (摘要) 隨著全球人口數量急遽攀升，以及科技文明的快速發展，地球生態環境受到嚴重破壞，全球氣候暖化與能源短缺成為迫在眉睫的問題，各國政府與民間也逐漸開始重視生態環境與資源的永續發展，企業亦紛紛投入相關產業，期望透過商業的力量為環境永續作出貢獻。因此，新創公司「WeMo Scooter」結合綠能環保的電動機車與共享經濟商業模式，成為亞洲第一家提供無站點式共享租賃電動機車服務的公司，以無樁式的服務以及手機APP隨時可租借車輛，作為服務最大特點。然而，以手機APP作為鑰匙發動機車、無特定站點隨租隨還的服務模式，對於消費者在面對此項創新服務時，是否構成採用上的障礙，進而導致消費者對其在採用上的抵抗？本研究針對WeMo Scooter的各項服務特性作出探討，並加入環保意識、時間意識、價格意識、內外控人格特質等人格特質為干擾，推測不同人格特質的消費者，因知覺到不同程度的採用障礙，因而會有不同程度的抵制。
本研究以Ram and Sheth(1989)提出的創新抵制理論作基礎，並參考相關文獻設計問卷後，透過分層回歸模式進行量化分析，以功能層面與心理層面的知覺障礙，深入檢視消費者對於共享租賃電動機車—WeMo Scooter APP的創新阻抗因素為何。研究結果顯示，由於WeMo Scooter服務特性而產生的各項知覺障礙，包含使用障礙、價值障礙、風險障礙、傳統障礙與形象障礙等，皆會對於消費者的阻抗程度有正向影響效果，並且，消費者的人格特質：例如環保意識，對於特定的知覺障礙，會產生干擾效果。
而在研究的最後，則針對個案公司—WeMo Scooter提出兩項建議：透過體驗行銷活動，降低消費者在使用APP租車找車時的不熟悉感、在行銷廣告中，加入環保訊息，並對於未來研究方向提出後續建議。		zh_TW
dc.description.tableofcontents 第一章 緒論 7
第一節 研究背景 7
第二節 研究動機 9
第三節 研究目的 10
第四節 研究流程 10
第二章 文獻探討 12
第一節 共享經濟 12
第二節 創新抵制理論 16
第三節 消費者特性探討 22
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 26
第三節 研究變數操作型定義 30
第四節 研究對象、資料蒐集與時程 38
第五節 資料分析方法 38
第四章 資料分析與結果 40
第一節 樣本基本資料分布 40
第二節 因素分析 42
第三節 信度與效度分析 49
第四節 迴歸分析 58
第五章 研究結論 64
第一節 研究結論 64
第二節 管理意涵 66
第三節 未來研究建議 67
參考文獻 69
附錄一 71		zh_TW
dc.format.extent 1345165 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106351029en_US
dc.subject (關鍵詞) 共享經濟zh_TW
dc.subject (關鍵詞) 電動機車zh_TW
dc.subject (關鍵詞) 創新阻抗zh_TW
dc.subject (關鍵詞) 人格特質zh_TW
dc.title (題名) 消費者對創新產品之採用阻抗因素分析_以共享租賃電動機車為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Abeliotis, K., Koniari, C., and Sardianou, E. (2010), “The profile of the green
consumer in Greece,” International Journal of Consumer Studies, 34(2),
153-160.
Bagozzi, R. P. and L. K. Hyun, “Consumer Resistance to, and Acceptance of,
Innovations”, Advances in Consumer Research, 26(10), (1999): 218-226.
Balderjahn, I., “Personality Variables and Environmental Attitudes as Predictors of
Ecologically Responsible Consumption Patterns”, Journal of Business Research,
17(4), (1988): 51-56.
Balderjahn, I. (1988). Personality variables and environmental attitudes as
predictors of ecologically responsible consumption patterns. Journal of
Business Research, 17(1), 51-56.
Dembkowski, S. and S. H. Lloyd, “The Environmental Attitude-system Model: a
Framework to Guide the Understanding of Environmentally Conscious Consumer
Behavior”, Marketing: Unity in Diversity. Proceedings of the Annual Conference of
the Marketing Education Group, Coleraine, 4-6 July, (1994): 232-241.
Diekmann, A. and P. Preisendorfer, “Environmental Behavior – Discrepancies between
Aspirations and Reality”, Rationality and Society, 10(3), (1998): 79-102.
Dodds, W. B., K. B. Monroe, and D. Grewal, “ Effects of Price, Brand, and Store
Information on Buyers Product Evaluations”, Journal of Marketing Research, 28(3),
(1991): 307-319.
Dodson, J. A., A. M. Tybout, and B. Sternthal, “Impact of Deals and Deal Retraction on
Brand Switching”, Journal of Marketing Research, 15(6), (1978): 72-81.
Dunphy, S. and P. A. Herbig, “Acceptance of Innovations: The Customer Is The Key”,
The Journal of High Technology Management Research, 6(2), (1995): 193-209.
Ellen, P. S., W. O. Bearden, and S. Sharma, “Resistance to Technological Innovations: An
Experimental Examination of the Role of Self-Efficacy and Performance Satisfaction”, Journal of the Academy of Marketing Science, 19(4), (1991): 297-307.
Heberlein, T. A. (1981) “Environmental Attitude. ” Journal of Environmental
Policy 2: 241-270.
Kahle, L.R. (1996). Social values and consumer behaviour: research from the
List of Values.
Kim, H.W. and A. Kankanhalli, “Investigating User Resistance to Information Systems
Implementation: A Status Quo Perspective”, MIS Quarterly, 33(3), (2009): 567-582.
Kotler, P. (2000), Marketing management: analysis, planning, implement and
control, (10th ed)., Prentice-Hall Inc.
Kotler, P. (2003). Marketing Management (17th ed.). Englewood Cliffs, NJ:
Prentice-Hall International, inc.
Kotler, P. and Keller, K. (2008), Marketing Management (13th ed.), Prentice
Hall.
Laroche, M., J. Bergeron, and F. G. Barbaro, “Targeting Consumers Who Are Willing to
Pay More for Environmentally Friendly Products”, Journal of Consumer Marketing,
18(6), (2001): 503-520.
Laukkanen, T., S. Sinkkonen, M. Kivijärvi, and P. Laukkanen, “Innovation Resistance
among Mature Consumers”, Journal of Consumer Marketing, 24(7), (2007):
419-427.
Laukkanen, P., S. Sinkkonen, and T. Laukkanen, “Consumer resistance to Internet
banking: Postponers, Opponents and Rejectors”, International Journal of Bank
Marketing, 26 (6), (2008): 440-455.
Lian, J. W., H. M. Liu, and I. L. Liu, “Applying Innovation Resistance Theory to
Understand User Acceptance of Online Shopping: The Moderating Effect of
Different Product Types”, Computer Technology and Application, 3(2), (2012):
188-193.
Lian, J. W. and D. C. Yen, “To Buy or Not to Buy Experience Goods Online: Perspective
of Innovation Adoption Barriers”, Computers in Human Behavior, 29(10), (2013):
665-672.
Minton, A. P. and R. L. Rose, “The Effects of Environmental Concern on
Environmentally Friendly Consumer Behavior: An Exploratory Study”, Journal of
Business Research, 40(37), (1997): 141-151.
Mostafa, M., “A Hierarchical Analysis of The Green Consciousness of the Egyptian
Consumer”, Psychology and Marketing, 24(5), (2007): 445-473.
Peattie, K. and A. Crane, “Green Marketing: Legend, Myth, Farces or Prophesies?”
Qualitative Market Research: An International Journal, 8(4), (2005): 357-370.
Pekka, L., S. Suvi and L. Tommi. L, “Consumer Resistance to Internet Banking :
Postponers, Opponents and Rejectors”, The International Journal of Bank Marketing,
26(6), (2008): 440-455.
Ram, S., “A Model of Innovation Resistance”, Advances in Consumer Research, 14(1),
(1987): 208-212.
Ram, S. and Sheth, J. N., “Consumer Resistance to Innovations: The Marketing Problem
and Its Solutions”, Journal of Consumer Marketing, 6(2), (1989): 5-14.
Ram, S. (1989), “Successful innovation using strategies to reduce consumer
resistance: an empirical test,” Journal of Product Innovation Management,
6(1), 20-34.
Rogers, E. M., Diffusion of Innovation,4th ed., NY: The Free Press. (1995).
Rogers, E. M., Diffusion of Innovations, 5th ed., NY: Free Press, (2003).
Sheth, J. N., “Psychology of Innovation Resistance”, Research in Marketing, 4(2), (1981):
273-282.
Szmigin, I. and G. Foxall, “Three Forms of Innovation Resistance: The Case of Retail
Payment Methods”, Technovation, 18(7), (1998): 459-468.
Thomas, H., D. S. Nancy, and F. M. Millard, “Communicating Innovations: Convincing
Computer Phobics to Adopt Innovative Technologies”, Association for Consumer
Research, 13(3), (1986): 419-422.
Woodside, A. and W. Biemans, “Modeling innovation, Manufacturing, Diffusion and
Adoption/rejection Processes”, Journal of Business and Industrial Marketing, 20(7),
(2005): 380-393.		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900074en_US