[[alternative]]A Study on the Relationships between Consumer Expectations and Purchase Intention of New Information Products

[[abstract]]本研究以大台北地區企業現職員工為調查對象，選擇個人數位助理(PDA) 、數位影音光碟機(DVD player) 、多媒體筆記型電腦、行動電話、MP3 隨身聽與數位相機等六種創新資訊產品，探討消費者期望與新產品特性對顧客購買意願的關係。經實證結果發現:消費者期望對六種新產品的購買意願多有顯著影響;在新產品特性方面，研究發現六種新產品的功能導向、享樂導向與新穎性三種特性對消費者的購買意願多有顯著影響。研究結果建議資訊廠商要想提高消費者新產品的購買意願，應針對不同消費者的產品屬性期望，配合新產品特性擬定對應的新產品行銷策略。[[abstract]]A field study was conducted to examine if purchase behavior was systematically related with consumer expectations and new products characteristics. Hypotheses are developed concerning the relationship with which segments of consumers who differ in their instrumental, expressive, and information search expectations with purchase intention, respectively. These hypotheses were tested against data collected from 290 consumers who had or had not adopted new products. The result showed that new products characteristics and consumer expectations had significant relationship with purchase intention of six new IT products. Other research and managerial implications are also explored.[[sponsorship]]淡江大學企業管理學系[[conferencetype]]國內[[conferencetkucampus]]淡水校園[[conferencedate]]20010620~20010620[[iscallforpapers]]Y[[conferencelocation]]臺北縣, 臺