| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 94 === In recent years, as the prevailing of the computer and internet network, and the rapid growth of digital music market, information technology manufacturers put out various innovative products－MP3 player, such as iRiver, Joybee and iPod, etc. In succession, Apple iPod not only brought up the growth of digital music industry, but also received the masses of consumers’ favor.
According to the literature of consumers’ adoption of innovative, perceived product attributes and consumer traits are two key factors to influence the consumers’ adoption of innovative product. Based on Rogers’s (1995) innovation diffusion model and Holak’s (1988) new product adoption model. This study take iPod as example to explore the influence of information source to consumers’ innovativeness, and the influence of consumers’ innovativeness, new product attributes to innovative products to adoption.
This study obtained research data through questionnaires by convenient sampling in north, middle and south Taiwan. The data were analyzed to examine the consistency of the questionnaires by reliability analysis, and the influence of information source to consumers’ innovativeness by analysis of variation, and the influence of consumers’ innovativeness, new product attributes to innovative product to adoption by correlation analysis and regression analysis.
The major findings of this study are as follow:
Consumers’ innovativeness would influence the adoption of innovative products; and the relative advantage, complexity in new product attributes would influence the adoption of innovative products. Therefore, the key success factors of the innovative products are to understand consumers’ demand, bring their attention, and then to raise their adoption.
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