| Summary: | 碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 91 === This research discusses the consumer values and characteristics of new product that affect consumers’ adoption willingness of daily consumer goods. And discuss the differences among consumer values and characteristics of new product of adopter categories. Researcher hopes this research can help firms in marketing affairs and product research and development.
Electric shavers will be the project of this research, and selected interviewers who are male are research targets for questionnaires. This research uses convenience-sampling method. For the 430 received questionnaires of 550 issued, there are 362 effective questionnaires. The effective received rate is 65.81﹪.
This research finds that consumers’ attempt of novelty-social values and emotions values are significantly correlated with consumers’ adoption willingness. In regard to property of new product, the observation, compatibility and relative advantage of new product are significantly correlated with consumers’ adoption willingness.
This research divides consumers into five groups：innovators, early adopters, early majority, late majority, laggards. Regards, consumers’ personality traits and values, people who adopt electric shavers earlier are younger, higher college educational background, professional job functions in mass, higher month revenue, moss living along and in Taipei city. They are more interested in novelty and unique products, more easily attracted by new technology products or popular fashion products, more appeal to products that can spread out social status, more easily lured by commercials, more easily influenced by salesclerks’ service attitude, and pay much attention to products’ capability. In regard to property of new product, they are more easily attracted by the observation, compatibility and relative advantage of new product, not care the complexity of new product.
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