| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 90 === This research discusses the consumer characteristics, characteristics of new product and environment variables that affect consumers’ adoption willingness of Information Appliance. And discusses the differences among consumer characteristics, characteristics of new product and environment variables of adopter categories. Researcher hopes this research can help firms in marketing affairs and product research and development.
PDA will be the object of this research, and selected interviewers who exceed 20 years old are research targets for questionnaires. The research uses convenience sampling method. For the 230 received questionnaires of 350 issued, there are 194 effective questionnaires. The effective received rate is 55.43%.
This research finds that consumers’ personality traits, product knowledge, perceived risk, self-efficacy and task value are significantly correlated with consumers' adoption willingness. The complexity, compatibility and relative advantage of new product are significantly correlated with consumers' adoption willingness. In regard to environment variables, social support is significantly correlated with consumers' adoption willingness.
This research divides consumers into four groups: early adopters, early majority, late majority, laggards. People who adopt PDA earlier have opened personality, higher product knowledge, lower perceived risk, higher self-efficacy, higher task value and higher risk attitude. They are more easily attracted by the compatibility and relative advantage of new product, not care the complexity of new product, and have higher social support from their social contacts.
This research has also found that consumers who have stronger adoption willingness or have bought PDA have higher product knowledge, higher task value and lower perceived risk.
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