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篇名 新事物採用因素研究:以台北市有線電視寬頻上網潛在採用者為例
Factors of Adopting Innovation: A Study on Potential Adopters of Cable Modem in Taipei
作者 林心湄、傅旋
Lin, Hsin-Mei、Fu, Shuan
中文摘要 本研究從創新傳佈理論中有關產品特質的一環,試圖找出影響有線電視上網潛在採用者採用決策的因素。在方法上運用焦點團體和問卷調查法,來探討潛在採用者的採用意願是否因其人口變項、媒介及網路使用情形、新事物考量因素而有所不同。結果發現有意願與無意願採用者在人口變項上並無顯著差異;在媒介與網路使用情形部分,是否採用的意願僅和潛在採用者「目前上網方式」有關;至於在新事物考量因素方面,有意願和無意願採用者在相容性、可觀察性、可試驗性上達到顯著差異。而在次要發現部分:速度快、合理的價格是多數有意願採用有線上網者的動機;而需求小、對產品不了解,是大部分無意願採用有線電視上網者的考量因素。
英文摘要 Nowadays, cable modem is an innovation for most people. The purpose of this research is to apply five factors that are "relative advantage", "compatibility", "complexity", "triability" and "observability" to adopting innovation in "innovation diffusion" theory. The aim is to discuss how they influence potential adopters ’ final decision. Focus group and survey was used in methodology. Demographic variables, media-use and adopting factors are three dimensions to probe potential adopters ’ decision. The first finding is that there ’s no significant difference between demographic variables and adopters ’ decision, and there ’s only "the online tool" has the significant difference with adopters ’ decision. Besides, people willing and unwilling to adopt cable modem have significant difference in "compatibility", "triability" and "observability". The secondary finding is: the motivations of adopting cable modem are fast-speed and reasonable price, and the reason of non-adopting is people don ’t know much about cable modem and in little demand of it.
中文關鍵詞 創新傳佈,寬頻,潛在採用者,線纜數據機
英文關鍵詞 Innovation Diffusion Theory,Broadband,Potential Adopter,Cable Modem
發表日期 2001.07.04
授權狀況 已授權
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