| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理研究所 === 88 === The research proposed two analytical phases. Phase one, this study adopted the concept of Diffusion Life Cycle, proposed by Moore in 1991, to classify printer consumers into four modes of innovation by adapter’s mental attitude. In the phase two, the influential factors of consumer’s behaviors, in terms of brand extension and switching, were conducted by differential adapter’s style.
The results revealed that the consumers with repeated purchase were categorized into “Early Majority”. Moreover, the proposed influential factors, including sex, age, job, the degree of education, personal monthly income, economic, printer’s function, firms’ credit and promotions, were not significant discriminated indicators for brand extension and switching.
The results of this research hope to provide valuable information for the printer salespersons when determine the marketing strategies, and for the printer research teams when design the products that meet consumer’s need.
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