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題名：知識密集(Knowledgeintensive)科技產品之消費行為模式分析─以行動數位助理(MDA)為例
作者：李慶長 引用關係
作者(外文)：Lee, Ching-Chang
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：游張松
學位類別：博士
出版日期：2002
主題關鍵詞：行動數位助理；資訊家電；消費者行為；創新性；MDA；IA；Consumer behavior；Innovativeness
原始連結：連回原系統網址new window
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由於網際網路的日益普及以及數位化產品的日益精薄小巧，乃發展出資訊家電產品(IA)輕巧靈活、功能多樣的特性，成為消費市場上知識工作者所日常必需的當紅產品；而資訊家電產品中，又以行動數位助理(MDA)發展的較為成熟與具體。本研究以行動數位助理為主要研究對象，其項目則包括個人數位助理(PDA)及行動電話(CP)兩類科技流行產品。本研究之目的在於探討消費者的創新性、採購類型、品牌與通路涉入、網際網路使用程度與人口統計變數等不同特性對數位行動助理消費行為之影響關係。
本研究經由問卷設計及調查、統計分析、變項整合而建立一個MDA消費行為模式，然後再以LISREL模式予以檢視分析。本研究的主要發現可分為下列二類：
一、消費者分配圖形部份：
(一) 消費者採用PDA與CP的分配曲線隨年齡增加呈現先增後減的趨勢，為向上凸(Convex)的曲線，在26~30歲年齡層為最高峰；且採用CP的消費者比例高於採用PDA者。
(二) 消費者採用PDA與CP的分配曲線隨通訊名錄數量增加呈現先增後減的趨勢，為向上凸(Convex)的曲線，且消費者通訊名錄數量愈大者，採用PDA的比例愈高於CP。
(三) MDA產品創新性屬於市場導引傾向類型，呈現由正下方向上方成長的分配趨勢，均為鐘型(Bell-shape)分配曲線；且採用CP的創新擴散曲線較PDA者更接近創新擴散理論的理論曲線。
(四) 偏好網際網路環境消費者，其使用網際網路程度隨著年齡增加而先增遞減，為向上凸(Convex)的曲線，峰點位在25~35歲年齡層；而偏好實體環境消費者，其使用網際網路程度會隨著年齡增加而遞增。
(五) 目標導向消費者網路使用頻率高於隨興導向者，且目標導向程度愈高者，網際網路使用頻率也愈高；但消費者網路使用頻率隨著隨興導向程度增加而先增後減，為向上凸(Convex)的曲線。
二、LISREL模式驗證部份：
(一)消費者年齡、通訊名錄、創新採用、目標導向與網際網路使用頻率對「採用PDA」具有直接正向的顯著影響；而消費者職業、隨興導向與品牌通路涉入對「採用CP」具有直接的顯著影響。
(二)創新性、採購類型、網際網路使用程度為雖然並非直接顯著的影響因素，仍然是影響的中介變數。消費者性別、教育程度、職業、級職1.可經由通訊名錄數量、創新採用、風險規避、目標導向與網際網路使用頻率對「採用PDA」具有間接顯著的影響；2.可經由創新採用、風險規避、網際網路使用傾向、隨興導向與品牌通路涉入對「採用CP」具有間接的顯著影響。
(三)消費者「創新性」對「採購型態」有直接正向的顯著影響，風險規避程度高的消費者，多傾向目標導向的採購型態；而創新採用程度高的消費者，則多傾向隨興導向的採購型態。
(四)高創新性的消費者偏好造型新穎的新款PDA，對於購買通路與改進功能並無特殊偏好。中等程度創新性的消費者偏好具有品牌知名度，以及價格便宜、大小與重量適中的PDA；對於購買通路則偏好能提供資訊服務與促銷活動的商店；對於PDA可提昇功能則偏好加大記憶體容量，以儲存更多工作與個人所需的資訊與軟體。創新性較弱的消費者則偏好親友口碑推薦與價格便宜的PDA，為求方便與安全，以信任的親友推薦為採購之參考(資訊提供者)，甚至委託代為購買(代理人)；對於購買通路則偏好距離近方便購買、且能提供價格與折扣的商店。
本研究的結論在理論與管理上的意義有四：
一、本研究在理論意涵上吻合創新擴散理論、資訊搜尋成本效益理論、資訊搜尋社會心理理論。
二、本研究發現創新性可作為採購類型新的解釋因素。
三、創新性可作為廠商產品差異化策略的依據。對高創新性的消費者而言，可採取新產品、新款式、高所得定位之策略；對中等程度創新性的消費者，可採取建立品牌、資訊服務與廣告促銷之策略；對於創新性較弱的消費者而言，可採取建立品牌、便利購買與低所得定位之策略。
四、不同的人口統計變數可作為產品促銷市場區隔的依據。研發擴充性高、相容性高的產品，以男性或高創新性二類族群為目標市場；發展以基本功能(如速度快、記憶體容量大、耗電率低)、軟硬體配合為主的產品，以年齡46~50歲、建築營造業、自由人士或低創新性四類族群為目標市場；以加強廣告促銷與銷售人員專業訓練和推銷技巧，吸引女性消費者族群、研究所以上教育程度族群、月收入為7~8萬元族群與低創新性等族群；以提供產品良好的維修與保障吸引月收入9~10萬元族群與低創新性族群，且若加上資訊服務、銷售人員服務態度與價格折扣等行銷方式的配合，將對低創新性消費者更具吸引力。
As Internet gets widely used and digital devices get smaller and smarter, information appliances (IA) that are mobile, lightweight, versatile become popular and essential in market to suit for knowledge users daily usage. Although many products are named information appliances, the mobile digit assistant (MDA) is the representative category. In this research, we investigate the most technology and fashion influential products, namely, personal digital assistant (PDA) and cellular phone (CP). The objective of this research is to analyze the correlation between consumers’ adoption of MDA and some of its influential variables, namely innovativeness, procurement types, information searching, the degree of Internet used and the basic characteristics of consumers.
This paper provides a new model to explain the influent effects between consumers’ adoption of MDA and its influential factors mentioned above. The conclusions of this study are as follows：
1.The distribution of consumers：
(1) The curves of consumers’ ages versus adoption of MDA are convex-type, which have peak at 26~30 ages. The curve of consumers’ adoption of CP is higher than that of PDA.
(2) The curves of consumers’ name-list-size versus adoption of MDA are convex-type. As consumers’ name-list-size increases, the number of PDA consumer increases and that of CP consumer decreases.
(3) The growth curve of innovativeness of MDA is market-oriented. The curve of CP adoption is closer to the diffusion theoretic curve than that of PDA.
(4) The curve of consumers’ ages versus Internet using frequency is convex-type, which has peak at 26~35 ages. However, the elder age of consumers, the more rate of non-Internet user.
(5) The Internet usage frequency of the goal-oriented consumers is higher than that of the shopping-oriented. As the degree of consumers’ goal-oriented increases, the Internet usage frequency increases.
2.The results of statistics analysis：
(1) The consumers’ age, name-list size, innovation adoption, goal-oriented and Internet usage frequency attributes have direct and positive effects on PDA adoption. The consumers’ occupation, shopping-oriented and bland-channel involvement attributes have direct effects on CP adoption.
(2) Innovativeness, procurement types and degree of Internet usage are intermediate variables.
(3) The innovativeness attribute of consumers has direct and positive effect on procurement type.
(4) The innovativeness and basic characteristics of consumers have statistical influence on MDA product attributes, channel attributes and upgrade attributes.
The conclusions above are significant to the theoretical and managerial implication in the following aspects:
1.This research results are consistent with innovation diffusion theory, cost and efficiency theory and social-psychology theory of information searching.
2.The innovativeness of consumers may be used to explain the reason of Consumers’ procurement style.
3.The innovativeness of consumers may be used to exploit and design the product differentiation strategy. Businesses may use new products, fashion style and high price strategy for consumers of high innovativeness, use brand-building, information service and advertise promotion for consumers of medium innovativeness and use brand-building, convenient procurement and low price strategy for consumers of low innovativeness.
4.The basic characteristics of consumers may be used to exploit and design the promotion and market segmentation strategies. For example, Businesses may offer high compatible and high expansive product for male or consumers of high innovativeness. Businesses may offer basic functional and integrated of hardware and software product for from 46 to 50 years old consumers or architects and builders or free-lancer or consumers of low innovativeness. Businesses may offer professional services and promotion for female or graduates or monthly incomes of from seventy to eighty thousand dollars or consumers of low innovativeness. Businesses may offer excellent repairs and guarantees for monthly incomes of from ninety to one hundred dollars or consumers of low innovativeness, and offer additional information services and price discounts which will produce more attractive effects for consumers of low innovativeness.
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