The Impact of Perceived Value, Innovation Traits and Personal Innovativeness on Consumer Attitude-The Example of Online Shopping

• Main Authors: Ting-Ho Lin, 林庭禾
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/73kx6f

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === Blue Ocean Strategy is a widely discussed topic in recent years. It helps the enterprises to develop products or services which their customers are interested in. However, instead of researching on the customers’ view, many studies or discussions focus on the enterprises’. Therefore, this study aims to search for customers’ Blue Ocean focal points by their online shopping experiences, to find what they really want. This study surveyed by 91 valid responses from 150 paper questionnaires and 84 valid responses from 175 E-questionnaires, and use SPSS 18.0 to analyze the data. The results show that: (1) customer value significantly influences consumers’ attitudes, especially the value of quality cost, early adopters value, emotional value, and situational value. (2) product innovation is also has significant impact on consumers'' attitudes, especially the relative advantages of the product. (3) innovation acceptance on customer value and product innovation on consumer attitudes consumer attitudes do not have interfere correlations does not interfere with the effect of the relationship between consumer attitudes. The results of this study provide the enterprises a priority consideration on innovation of product and services to save the costs and clearly hit the market. And finally, limitations and future directions of this study provide ideas for academical and industrial further explores. 　 Keywords: Blue Ocean Strategy, value, innovation, consumer attitudes