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    题名: 消費者對創新產品之採用阻抗因素分析_以共享租賃電動機車為例
    作者: 高郁潔
    Kao, Yu-Jie
    贡献者: 陳建維
    高郁潔
    Kao, Yu-Jie
    关键词: 共享經濟
    電動機車
    創新阻抗
    人格特質
    日期: 2019
    上传时间: 2019-07-01 10:39:41 (UTC+8)
    摘要: 隨著全球人口數量急遽攀升，以及科技文明的快速發展，地球生態環境受到嚴重破壞，全球氣候暖化與能源短缺成為迫在眉睫的問題，各國政府與民間也逐漸開始重視生態環境與資源的永續發展，企業亦紛紛投入相關產業，期望透過商業的力量為環境永續作出貢獻。因此，新創公司「WeMo Scooter」結合綠能環保的電動機車與共享經濟商業模式，成為亞洲第一家提供無站點式共享租賃電動機車服務的公司，以無樁式的服務以及手機APP隨時可租借車輛，作為服務最大特點。然而，以手機APP作為鑰匙發動機車、無特定站點隨租隨還的服務模式，對於消費者在面對此項創新服務時，是否構成採用上的障礙，進而導致消費者對其在採用上的抵抗？本研究針對WeMo Scooter的各項服務特性作出探討，並加入環保意識、時間意識、價格意識、內外控人格特質等人格特質為干擾，推測不同人格特質的消費者，因知覺到不同程度的採用障礙，因而會有不同程度的抵制。
    本研究以Ram and Sheth(1989)提出的創新抵制理論作基礎，並參考相關文獻設計問卷後，透過分層回歸模式進行量化分析，以功能層面與心理層面的知覺障礙，深入檢視消費者對於共享租賃電動機車—WeMo Scooter APP的創新阻抗因素為何。研究結果顯示，由於WeMo Scooter服務特性而產生的各項知覺障礙，包含使用障礙、價值障礙、風險障礙、傳統障礙與形象障礙等，皆會對於消費者的阻抗程度有正向影響效果，並且，消費者的人格特質：例如環保意識，對於特定的知覺障礙，會產生干擾效果。
    而在研究的最後，則針對個案公司—WeMo Scooter提出兩項建議：透過體驗行銷活動，降低消費者在使用APP租車找車時的不熟悉感、在行銷廣告中，加入環保訊息，並對於未來研究方向提出後續建議。
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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    106351029
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106351029
    数据类型: thesis
    DOI: 10.6814/NCCU201900074
    显示于类别:[國際經營與貿易學系 ] 學位論文

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