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題名 從眾傾向、憂慮產品過時與創新採用之研究-以智慧型手機為例
Conformity, Fear of Obsolescence and Innovation Adoption: A Study of Smartphone Purchases
作者 朱崇文
Chu, Chung Wen
貢獻者 陳建維
Chen, Chien Wei
朱崇文
Chu, Chung Wen
關鍵詞 網路外部性
從眾傾向
憂慮產品過時
主觀產品知識
獨特性需求
創新採用
智慧型手機
日期 2013
上傳時間 10-Feb-2014 14:47:07 (UTC+8)
摘要 近年來，消費者對於高科技產品，往往會聽從他人意見，選擇主流的品牌與機型，尤其是具有相同背景與生活方式的消費者，所選擇的高科技產品通常非常相近。其次，更可以發現，高科技產品之使用年限不斷地縮短，推出新規格產品的速度越來越快，導致消費者越來越憂慮高科技產品之過時。

本研究智慧型手機為例，經由回顧文獻與理論，再以實證資料探討造成高科技產品具有從眾傾向之成因、分析消費者的特性(主觀產品知識、從眾傾向、獨特性需求)對於產品過時之不同憂慮(憂慮技術性過時、憂慮經濟性過時、憂慮心理性過時)的關係，以及了解新一代高科技產品的採用意願之影響因子。

本研究利用問卷發放的方式蒐集資料，得到之結論如下：
1. 消費者購買智慧型手機時較有從眾傾向
2. 使用者網路外部性增強消費者購買智慧型手機之從眾傾向，而主觀產品知識降低消費者購買智慧型手機之從眾傾向
3. 消費者主觀產品知識越高，對於智慧型手機過時之擔憂越低
4. 獨特性需求較高之消費者，較憂慮技術性與心理性過時；從眾傾向較高之消費者則較憂慮經濟性過時
5. 消費者憂慮經濟性過時與主觀產品知識越高，採用創新智慧型手機之意願越高；消費者憂慮技術性過時越高，採用創新智慧型手機之意願越低

最後，本研究根據分析結果，提出整體行銷建議供相關業者參考。
參考文獻 一、中文部分
1. 李政忠(2003)，「從抽樣與統計方法探討網路問卷調查的可行性：比較電話訪談與網路問卷樣本的實質差異性」，廣播與電視，第21期，55-95頁。
2. 邱志聖(2011)，行銷研究-實務與理論應用，第三版，台北：智勝出版社。
3. 張琍雯(2005)，「消費者產品過時與消費決策-以手機產品為例」，國立政治大學國際經營與貿易研究所碩士論文。
4. 楊淑貞(2001)，「創新特質與網路購物採用之研究」，國立交通大學傳播所碩士論文。
5. 劉芳梅(1998) ，「 產品知識對消費者從眾行為之影響」，國立政治大學企業管理研究所碩士論文。
6. 鄭芯慧(2002)，「物以稀為貴？----消費者獨特性需求初探性研究」，國立政治大學廣告研究所碩士論文。

二、英文部分
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16. Besen, S. M., & Farrell, J. (1994). Choosing how to compete: Strategies and tactics in standardization. The Journal of Economic Perspectives, 8(2), 117-131.
17. Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of consumer research, 1-16.
18. Bulow, J. (1986). An economic theory of planned obsolescence. The Quarterly Journal of Economics, 101(4), 729-749.
19. Bulow, J. I. (1982). Durable-goods monopolists. The Journal of Political Economy, 314-332.
20. Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 206-215.
21. Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of marketing research, 47(3), 553-563.
22. Cohen, J. B., & Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54-59.
23. Conner, K. R., & Rumelt, R. P. (1991). Software piracy: an analysis of protection strategies. Management Science, 37(2), 125-139.
24. Cooper, T. (2004). Inadequate life? Evidence of consumer attitudes to product obsolescence. Journal of Consumer Policy, 27(4), 421-449.
25. Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of abnormal and social psychology, 51(3), 629-636.
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32. Festinger, L. (1953). An analysis of compliant behavior. In M. Sherif & MO Wilson (Eds.). Group relations at the crossroads. New York: Harper, 232-256
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34. Fishman, A., Gandal, N., & Shy, O. (1993). Planned obsolescence as an engine of technological progress. The Journal of Industrial Economics, 361-370.
35. Frels, J. K., Shervani, T., & Srivastava, R. K. (2003). The integrated networks model: Explaining resource allocations in network markets. Journal of Marketing, 29-45.
36. Gatignon, H., & Robertson, T. S. (1985). A propositional inventory for new diffusion research. Journal of consumer research, 849-867.
37. Gatignon, H., & Robertson, T. S. (1989). Technology diffusion: an empirical test of competitive effects. The Journal of Marketing, 35-49.
38. Givon, M., Mahajan, V., & Muller, E. (1995). Software piracy: Estimation of lost sales and the impact on software diffusion. The Journal of Marketing, 29-37.
39. Granberg, H. (1997). The quality re-evaluation process: product obsolescence in a consumer-producer interaction framework. Stockholm: University of Stockholm Department of Economic History.
40. Granovetter, M., & Soong, R. (1986). Threshold models of interpersonal effects in consumer demand. Journal of Economic Behavior & Organization, 7(1), 83-99.
41. Heckert, D. M. (1989). The relativity of positive deviance: The case of the French Impressionists. Deviant Behavior, 10(2), 131-144.
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43. Heider, F. (1958). The Psychology of Interpersonal Relations. New York: John Wiley
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45. Hellofs, L. L., & Jacobson, R. (1999). Market share and customers` perceptions of quality: when can firms grow their way to higher versus lower quality?. The Journal of Marketing, 16-25.
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47. Katz, M. L., & Shapiro, C. (1986). Technology adoption in the presence of network externalities. The journal of political economy, 822-841.
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50. Kim, N., Bridges, E., & Srivastava, R. K. (1999). A simultaneous model for innovative product categorysales diffusion and competitive dynamics. International Journal of Research in Marketing, 16(2), 95-111.
51. Knight, D. K., & Kim, E. Y. (2007). Japanese consumers` need for uniqueness: Effects on brand perceptions and purchase intention. Journal of Fashion Marketing and Management, 11(2), 270-280.
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54. Lascu, D. N., Bearden, W. O., & Rose, R. L. (1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
55. Lee, I. H., & Lee, J. (1998). A theory of economic obsolescence. The Journal of Industrial Economics, 46(3), 383-401.
56. Lunsford, D. A., & Burnett, M. S. (1992). Marketing product innovations to the elderly: understanding the barriers to adoption. Journal of Consumer Marketing,9(4), 53-62.
57. Lynn, M. (1992). The psychology of unavailability: Explaining scarcity and cost effects on value. Basic and Applied Social Psychology, 13(1), 3-7.
58. Macinnis, H. (1997). Consumer Behavior. New York: Houghton Mifflin Company.
59. Martilla, J. A. (1971). Word of mouth communications in the industrial adoption process. Journal of Marketing Research, 173-78.
60. Moore, G. A. (2002). Crossing the chasm: Marketing and selling disruptive products to mainstream customers. HarperBusiness.
61. OECD (1982), Product Durability and Product-Life Extension. Paris: Organization for Economic Co-operation and Development.
62. Packard, V. (1960). The waste markers. T. Harmondsworth: Pelican.
63. Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 102-110.
64. Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of consumer research, 223-231.
65. Pincus, S., & Waters, L. K. (1977). Informational social influence and product quality judgments. Journal of Applied Psychology, 62(5), 615-619.
66. Ram, S. (1987). A model of innovation resistance. Advances in Consumer Research, 14(1), 208-212.
67. Ram, S., & Sheth, J. N. (1989). Consumer resistance to innovations: the marketing problem and its solutions. Journal of Consumer Marketing, 6(2), 5-14.
68. Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 253-264.
69. Robertson, T. S. (1967). The process of innovation and diffusion of innovation. Journal of Marketing, 36(January), 15-16.
70. Rogers, E. M. (1983). Diffusion of Innovation. New York: Free Press.
71. Rogers, E. M. (1995). Diffusion of innovations. New York: The Free Press.
72. Rose, R. L., Bearden, W. O., & Teel, J. E. (1992). An attributional analysis of resistance to group pressure regarding illicit drug and alcohol consumption. Journal of Consumer Research, 1-13.
73. Rudell, F. (1979). Consumer food selection and nutrition information. New York: Praeger.
74. Schilling, M. A. (2005). Strategic management of technological innovation. Tata McGraw-Hill Education.
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76. Sheth, J. N. (1981). Psychology of innovation resistance: The less developed concept. Research in Marketing, 4(3), 273-283.
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80. Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: a consumer catch-22 carousel?. Basic and Applied Social Psychology, 13(1), 9-24.
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三、網頁資料
89. Consumer Phrase of the Day: ‘Fear of Obsolescence’，Times：
http://business.time.com/2011/03/07/consumer-phrase-of-the-day-fear-of-obsolescence/
90. 2012台灣智慧型手機使用行為大調查，Inside 硬塞的網路趨勢觀察：
http://www.inside.com.tw/2013/01/25/2012-taiwan-smartphone-survey
91. 圖表解讀》iOS與Android大戰誰是贏家，天下雜誌：
http://m.cw.com.tw/news/article.action?id=5048566&idRssItem=1465019
92. GfK：2012手機市場年成長6% 4G建設為發展關鍵動能，鉅亨網：
http://news.cnyes.com/Content/20130319/KH6Q0F43L9NQQ.shtml
描述 碩士
國立政治大學
國際經營與貿易研究所
100351031
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100351031
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien Weien_US
dc.contributor.author (Authors) 朱崇文zh_TW
dc.contributor.author (Authors) Chu, Chung Wenen_US
dc.creator (作者) 朱崇文zh_TW
dc.creator (作者) Chu, Chung Wenen_US
dc.date (日期) 2013en_US
dc.date.accessioned 10-Feb-2014 14:47:07 (UTC+8)-
dc.date.available 10-Feb-2014 14:47:07 (UTC+8)-
dc.date.issued (上傳時間) 10-Feb-2014 14:47:07 (UTC+8)-
dc.identifier (Other Identifiers) G0100351031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/63641-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 100351031zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近年來，消費者對於高科技產品，往往會聽從他人意見，選擇主流的品牌與機型，尤其是具有相同背景與生活方式的消費者，所選擇的高科技產品通常非常相近。其次，更可以發現，高科技產品之使用年限不斷地縮短，推出新規格產品的速度越來越快，導致消費者越來越憂慮高科技產品之過時。

本研究智慧型手機為例，經由回顧文獻與理論，再以實證資料探討造成高科技產品具有從眾傾向之成因、分析消費者的特性(主觀產品知識、從眾傾向、獨特性需求)對於產品過時之不同憂慮(憂慮技術性過時、憂慮經濟性過時、憂慮心理性過時)的關係，以及了解新一代高科技產品的採用意願之影響因子。

本研究利用問卷發放的方式蒐集資料，得到之結論如下：
1. 消費者購買智慧型手機時較有從眾傾向
2. 使用者網路外部性增強消費者購買智慧型手機之從眾傾向，而主觀產品知識降低消費者購買智慧型手機之從眾傾向
3. 消費者主觀產品知識越高，對於智慧型手機過時之擔憂越低
4. 獨特性需求較高之消費者，較憂慮技術性與心理性過時；從眾傾向較高之消費者則較憂慮經濟性過時
5. 消費者憂慮經濟性過時與主觀產品知識越高，採用創新智慧型手機之意願越高；消費者憂慮技術性過時越高，採用創新智慧型手機之意願越低

最後，本研究根據分析結果，提出整體行銷建議供相關業者參考。		zh_TW
dc.description.tableofcontents 目錄 II
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 網路外部性與產品過時性 5
第二節 產品知識 12
第三節 獨特性需求 14
第四節 從眾傾向 16
第五節 創新抵制與採用 20
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 30
第三節 操作型定義(各變數定義與衡量) 34
第四節 問卷設計與抽樣方法 42
第五節 資料分析方法 44
第四章 資料分析結果 45
第一節 受訪者基本背景與資料 45
第二節 研究變數因素之萃取 47
第三節 問卷之信度與效度 58
第四節 T檢定 60
第五節 迴歸分析 65
第五章 研究結論與建議 74
第一節 研究結論與發現 74
第二節 行銷實務與建議 77
第三節 研究限制與未來研究方向發展 79
參考文獻 80
研究問卷 89

表目錄
表 三 1使用者網路構面問項 34
表 三 2互補品網路構面問項 35
表 三 3主觀產品知識構面問項 36
表 三 4憂慮產品過時性構面問項 37
表 三 5獨特性需求構面問項 38
表 三 6從眾構面問項 40
表 三 7創新採用構面問項 41
表 三 8問卷設計 42
表 四 1樣本結構分配表 45
表 四 2「使用者網路強度」之KMO與Bartlett檢定 47
表 四 3「使用者網路強度」之因素萃取 48
表 四 4「互補品網路強度」之KMO與Bartlett檢定 49
表 四 5「互補品網路強度」之因素萃取 50
表 四 6「從眾」之KMO與Bartlett檢定 51
表 四 7「從眾」之因素萃取 52
表 四 8「獨特性需求」之KMO與Bartlett檢定 53
表 四 9「獨特性需求」之因素萃取 54
表 四 10「憂慮產品過時」之KMO與Bartlett檢定 55
表 四 11「憂慮產品過時」之因素萃取 56
表 四 12構面之信度(Cronbach’s Alpha)列表 58
表 四 13 iOS與Android之敘述統計 60
表 四 14 iOS與Android系統之獨立T檢定 61
表 四 15從眾與獨特性需求之敘述統計 63
表 四 16成對T檢定 64
表 四 17構面之相關係數 65
表 四 18迴歸模型一 66
表 四 19迴歸模型二 67
表 四 20迴歸模型三 68
表 四 21迴歸模型四 70
表 四 22迴歸模型五 71
表 四 23假說檢定結果 73

圖目錄
圖 一 1 研究流程 4
圖 二 1網路市場強度之特徵 7
圖 二 2產品自身表現、網路市場強度與產品採用間之關係 7
圖 二 3網路市場循環遞增報酬 8
圖 二 4從眾模型 18
圖 二 5相對創新接受時間為基礎之採用者分類 22
圖 二 6 Geoffrey A. Moore之創新科技採用過程 22
圖 三 1研究架構 28		zh_TW
dc.format.extent 1244049 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100351031en_US
dc.subject (關鍵詞) 網路外部性zh_TW
dc.subject (關鍵詞) 從眾傾向zh_TW
dc.subject (關鍵詞) 憂慮產品過時zh_TW
dc.subject (關鍵詞) 主觀產品知識zh_TW
dc.subject (關鍵詞) 獨特性需求zh_TW
dc.subject (關鍵詞) 創新採用zh_TW
dc.subject (關鍵詞) 智慧型手機zh_TW
dc.title (題名) 從眾傾向、憂慮產品過時與創新採用之研究-以智慧型手機為例zh_TW
dc.title (題名) Conformity, Fear of Obsolescence and Innovation Adoption: A Study of Smartphone Purchasesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分
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4. 楊淑貞(2001)，「創新特質與網路購物採用之研究」，國立交通大學傳播所碩士論文。
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三、網頁資料
89. Consumer Phrase of the Day: ‘Fear of Obsolescence’，Times：
http://business.time.com/2011/03/07/consumer-phrase-of-the-day-fear-of-obsolescence/
90. 2012台灣智慧型手機使用行為大調查，Inside 硬塞的網路趨勢觀察：
http://www.inside.com.tw/2013/01/25/2012-taiwan-smartphone-survey
91. 圖表解讀》iOS與Android大戰誰是贏家，天下雜誌：
http://m.cw.com.tw/news/article.action?id=5048566&idRssItem=1465019
92. GfK：2012手機市場年成長6% 4G建設為發展關鍵動能，鉅亨網：
http://news.cnyes.com/Content/20130319/KH6Q0F43L9NQQ.shtml		zh_TW