A Study of Factors Effecting Consumers’ Adoption of Innovative Product- A Case of Natural Plant Air Purifier

[[abstract]]國內外研究消費者採用創新產品影響因素大多以 Rogers（1995） 創新擴散模型及 Holak（1988）新產品採用模型為理論基礎，考量上市產品特性及市場概況，來探討資訊來源對消費者創新接受程度的影響，及消費者創新接受程度、新產品屬性及環境因素對創新產品採用意願的影響。但在很多實務案例中，許多企業對於未上市創新產品能否為大眾所接受普遍未能作一完整市場分析即貿然投入，對企業之發展影響甚大。 而未上市創新產品和前述採用模型之理論基礎又顯有不同，主因在於創新產品尚未上市，消費者對產品資訊來源的認知並不強，消費者並無資訊來源來影響其創新接受程度。故本研究認為在創新產品尚未上市時，新產品屬性及環境因素是影響消費者採用創新產品意願的關鍵變數，而消費者本身既有的創新接受程度將干擾其接受創新產品之意願。 本研究以未上市創新產品天然植物空氣淨化機為例，針對國內三大地區（北部、中部、南部）消費者進行抽樣，發出問卷300份，有效回收樣本272份，由消費者在看過產品簡介後填答。統計方法上，先使用關聯性分析及多元迴歸分析來驗証新產品屬性及環境因素對創新產品採用意願間的影響，最後再將消費者創新接受程度分高低分組，以驗証其對消費者創新產品採用意願之干擾作用。 根據實証結果發現，新產品屬性中的相對優勢、可試用性與可觀察性顯著影響創新產品採用意願。環境因素中的社會支持及同儕闗係也顯著影響創新產品採用意願。而創新接受程度較低者，可試用性與社會支持較顯著影響其創新產品採用意願，創新接受程度較高者，相對優勢與同儕關係較顯著影響其創新產品採用意願，可見創新接受程度其干擾作用十分顯著。 一般創新產品上市會先以創新接受程度高者作為行銷對象，因此未上市創新產品的行銷策略應以強調產品相對優勢及利用同儕關係之管道進行行銷，才能獲得創新接受程度高者興趣，進而產生採用意願。[[abstract]]Majority of the decision determinants of innovation product studies are based on Rogers’(1995) innovation diffusion model and Holak’s(1988) new product adoption model. These models probe into how source of information influence consumer innovation adoption and acceptance by taking into consideration of product characteristics and market status. Also, how consumer innovation adoption, new product characteristics and environmental factors impact on new product acceptance. However, in real world, many companies invest innovative products directly without comprehensive market analysis to know if they will be accepted by consumer. This can cause huge impact to companies. Innovative product that has not been launched in the market is different than models mentioned above. Main reason is product is not launched yet, so consumer has no knowledge on the product. There is no source of information to influence its level of innovative acceptance. Therefore, this research believe new product characteristics and environmental factors are key factors to influence consumer acceptance before product is launched. Moreover, consumer's own innovation acceptance level will influence its willingness on accepting innovative product. This study take natural plant air purifier as an example. Sampling from north, central and south of Taiwan. 300 questionnaires are sent out and 272 effective samples are returned. Consumer fills up the questionnaire after reading product introduction. Statistical correlation analysis and multiple regression analysis are used to validate new product characteristics and environmental factors influence innovative product adoption. After that, consumers are divided based on their innovation acceptance to validate how innovative product influence their acceptance. The result shows relative strength, trialability and observability from product characteristics influence new product acceptance significantly. Social support and peer relationship from environmental factors also significantly influence acceptance. Among group of low level innovative acceptance, trialability and social support significantly influence their acceptance. And among group of high level innovative acceptance, relative strength and peer relationship significantly influence their acceptance. It is clear innovative acceptance has high impact of confounding effect. Innovative product usually targets high acceptance group when launching. Therefore, marketing strategy for new innovative product should focus on its relative strength and use peer relationship as an channel to communicate this product to attract group of high acceptance's interest and ,furthermore, try the product