李家瑩;李淑美;黃偉珉;
頁: 1-30
日期: 2015/01
摘要: 自從第一代iPhone的問世，宣告智慧型手機時代的來臨。智慧型手機當今已成為現代人不離手的產品，跟傳統手機相比，智慧型手機可透過應用程式（APP）的下載，讓手機不僅僅只是通訊，而是個人化的設備。伴隨著智慧型手機熱賣，APP程式需求也大幅的增加，要如何透過行銷策略吸引創新程度高的消費者，也就是早期使用者，達到一推出即可引領風潮，並且吸引大量後期使用者，成為APP程式廠商面臨的重要議題。過去已有學者指出特定領域創新對於新產品採用有正向顯著影響，然而過去研究往往著重於新產品採用者的特性，並未探討如何透過訊息的傳遞，來刺激特定領域創新的消費者。本研究以推敲可能模式及特定領域創新為理論基礎，探討不同路徑訊息對於特定領域創新與新產品採用的影響。有鑑於不同消費者會因為意願及能力的差異，而採用不同的訊息接收路徑，本研究將消費者的涉入程度（意願）及先天創新（能力）納入模式中進行考量。本研究以有使用APP程式的智慧型手機用戶為對象，透過問卷調查共回收有效樣本265份，並以結構方程模式進行資料分析。本研究結果顯示論點品質及來源可信度對消費者的特定領域創新有顯著影響，而特定領域創新會進一步影響新產品採用行為。此外，涉入程度對於論點品質與特定領域創新具有中介效果、先天創新對於來源可信度與特定領域創新有顯著干擾效果，期望研究結果能作為APP廠商推出新產品時之參考依據。
關鍵字: 特定領域創新;推敲可能模式;涉入程度;先天創新;新產品採用;

Appling the Elaboration Likelihood Model for Consumer Innovativeness and New Product Adoption

Abstract: Purpose-To investigate consumers' new-product adoption behavior. Involvement and innate innovativeness were used as the moderating variables to explore the influences of persuasive messages on domain-specific innovativeness. Design/methodology/approach-In order to validate the proposed model, questionnaires were used to collect data from smartphone users who adopt APPs. Partial least squares analysis was employed to test the research model. Finding-Argument quality and source credibility have positive influences on domain-specific innovativeness. Domain-specific innovativeness further affects new-product adoption behavior. Besides, involvement mediates the influences of argument quality on domain-specific innovativeness, while innate innovativeness moderates the influences of source credibility on domain-specific innovativeness. Research limitations/implications-Except for involvement and innate innovativeness, some variables have been found relevant in the existing literature for consumer innovativeness, such as subjective norms, and product attributes. Future research could find more critical variables to explain consumers' new-product adoption behavior. Practical implications-The demand of APPs significantly accelerates, followed by the increasing selling of smart phones. APPs vendors have to consider how to implement marketing strategies to attract consumers to use, especially early adopters. Early adopters, such as opinion leaders, may create positive word-of-mouth, and persuade other consumers to purchase the product. The findings of this study provide suggestions and managerial implications for APPs vendors while launching a new product. Originality/value-Previous studies have pointed out domain-specific innovativeness having a significant and positive effect on new product adoption. However, these previous studies focus on the characteristics of innovative adopter, but do not explore how to stimulate domain-specific innovativeness through providing information. In addition, even though providing the same infonmation, not every consumer has the same degree of domain-specific innovativeness. The persuasiveness of information for domain-specific innovativeness may be affected by a consumer’s involvement (motivation) and innate innovativeness (ability). Therefore, this study integrated domain-specific innovativeness with Elaboration Likelihood Model.
Keywords: argument quality;source credibility;involvement;innate innovativeness;domain-specific innovativeness;

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