Characteristics Of New Product,Adoption Of The Innovative Product,Consumer Characteristics,Environment Variables That Affect Consumers’Adoption willingness of New Product:A Study on “SSD Doorset”

• Main Authors: CHEN,KU-HSIN, 陳谷信
• Other Authors: LU,LONG-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/6y64rd

碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 107 === This study takes the Creation Smart Safety Door as an example to explore the attributes of new products, the acceptance of innovation by consumers, the willingness and influence of innovative products to purchase in different consumer characteristics and environmental variables. This research is based on online community surveys, Facebook (FB), Instagram (IG) and other platforms for online questionnaire surveys that exceed 18 years old and has economically capable consumer groups to conduct this questionnaire survey,The number of Internet visitors was 787 and 548 questionnaires were formally collected,The backfill rate was 69.6%, 202 invalid questionnaires were deducted and 346 valid questionnaires were valid,The effective questionnaire recovery rate was 63.14%. The research results show that consumers have a positive relationship with new product attribute cognition, and the relative advantage has a positive relationship with the purchase intention,The new product innovation acceptance has positive impact on consumers' purchase of creation smart safety door. It is also worth noting that consumers' rigorous and impulsive personality traits, perceived risks, risk attitudes, etc. have positive relationships with consumers in the purchase of creation smart safety door. From the research, we can know that consumers have doubtful on hardware and building materials, if there is a structurally improved innovative safety product on the market, and this new product can completely eliminate the consumer sense, and the safety concerns, it is different from other technological innovation products in the rigorous personality,The traits and perceived risks are positively related to the consumer's purchase of creation smart safety door. In addition, the social support and peer relationship of environmental variables also have a positive relationship with consumers to purchase creation smart safety door.In addition, this research also added "whether you know that the dangerous zone of the door fan will hurt the finger" and "whether your friends or relatives have been pinched by the dangerous zone of the door fan", the willingness to purchase the creation smart safety door and the research shows that both presents a significant and positive relationship, It means that the higher the proportion of innovative products that are known to most consumers or the damage that has been harmed by dangerous products in the surrounding areas has a positive relationship with the purchase intention of creation smart safety door,In the research, enterprises can help development and marketing of innovative building hardware products.