| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 101 === This study tends to understand customers’ responses toward product innovation by observing the smartphone market in the United States. In the early stage of the innovation, producers try to guess customers’ needs and responses to the novel product. This kind of communication happens constantly before a specific product satisfies both sides of market actors.
This specific product can be regarded as a beacon product, which hits the sweet spot of the innovation and also triggers the market takeoff and follows with other firms emulating the product’s design. This phenomenon was similar to the theory after the first launch of the iPhone.
Therefore, this study used the customer reviews which had been posted on the Amazon.com as the data source. Study reviews written by customers can understand their reactions to the innovation of the smartphone market. Content analysis was applied to this study. By reading the text messages, customers' preferences to the product innovation and other relative advantages of the product can be realized.
The finding of this study shows that the frequency of using iPhone as benchmark by consumer increases right after the year it launched, and then decreases.
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