消費者對創新產品接受意願與產品屬性之研究---以網路攝影機為例

Abstract

摘 要 電腦功能越來越強，增加多媒體的功能，使得電腦對影像的處理越來越容易，再加上網路傳輸與Email的功能，就有將影像傳給對方的想法，因此視訊會議、影音Email、視訊教學、家庭保全及透過網路的影像電話等應用因而被提出，曾經造成網路攝影機一度的盛行，但此方面的應用市場似乎沒有被打開，以至於目前網路攝影機的成長幅度依然有限，本研究預期瞭解消費者在接受網路攝影機時會注重哪些產品屬性，且區隔出不同消費群體的特性。

本研究以創新採用模式為本研究架構，以問卷調查蒐集資料，以AIO生活型態變數作為市場區隔的基礎，以網路攝影機產品屬性與人口統計變數作為投入變數，並利用因素分析、集群分析、卡方檢定、變異數分析等方法來分析所得之實證資料，作為網路攝影機接受程度之推論。

根據研究顯示，網路攝影機消費者可透過生活型態變數作有效的市場區隔，分為「理性保守型」、「品牌導向型」和「衝動自主型」。各區隔市場消費者，在人口統計變數上之性別、家庭狀況、教育程度、有顯著差異；在消費者採用決策行為變數上之資訊來源、主要功能、價格接受及產品屬性評估準則皆有顯著差異。最後針對各區隔市場之消費者提出行銷建議。

ABSTRACT The function of computer is stronger and stronger and the function of multimedia is added, so it became easier to conduct the image. There is a idea that it transites images to other sides as functions of internet and Email work. As a result, the applications of net meeting, video email, video teaching, monitor, video phone were innovated and it made pc camera become popular. But it only continued for a while and could not grow up very well. Therefore the purpose of this research is to understand which product attributes that pc camera consumers pay attention to, and to segment the different cluster of consumers. In this research, Innovation Adoption model is used as a conceptual frame, using questionnaire to collect the data and AIO lifestyle variables are used as a basis of market segmentation. Pc camera product attribute variables and demographic variables are used as independent variables.The reality data is analysed through factor analysis, cluster analysis, chi-square test, ANOVA etc. to be devised the adoption of pc camera. The results show：the pc camera consumers can be successfully segmentalized by lifestyle variables, which are “Rational-conservative Buyer ”, “ Brand-oriented Buyer ”, and “ impulsive-independent Buyer”. The variables of gender, marriage, education in demographic , information gathering, main function, price in consumer adoption and product attributes evaluation criteria are significantly different. Finally, the study provides suggestions of marketing to every segmented markets.