The Relationship between Innovation Characteristics and Adopters of Different Stages

• Main Authors: WANG, PO-KAI, 王柏凱
• Other Authors: PENG, YI-NUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/spy2d7

碩士 === 國立臺北大學 === 企業管理學系 === 105 === The purpose of this study is to understand how the five perceived attributes, in- troduced in Diffusion of Innovation (DOI) theory, changes after the product’s introduction. This study focuses on investigating whether and how gogoro’s perceived relative advantage, compatibility, complexity, trialability, and observability will change after its introduction to the market. This paper further compares electric motorcycle owner’s environmental consciousness and DOI’s perceived attributes with petrol-powered motorcycle owners, to gain a more lucid understanding of their relationship. This investigation is completed by the data collection through online survey, over 304 valid questionnaires is gathered. The results show that compatibility does decrease after the introduction stage, and electric scooter owner values trialability more important than petrol-powered-scooter owners. On the other hand, petrol-powered-scooter owners value relative advantage, compatibility, and observability more important. The results also show electric scooter owners have lower environmental consciousness when compared to petrol-powered scooter owners. For future studies, this research shows a new way of exploring the diffusion of innovation, for a more elaborative study, a longer time frame and qualitative approach will be needed.