Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/99548
|
| Title: | 創新機會成長對消費部落規模影響之研究
A study of the effect of the development of innovative chances on the scope of consumer tribes |
| Authors: | 林木花
Lin, Mu Hua |
| Contributors: | 林我聰
洪朝富
Lin, Woo Tsong
Hong, Chao Fu
林木花
Lin, Mu Hua |
| Keywords: | 消費部落
網路早期採用者
創意使用價值
創新擴散模型
科技接受模型
Consumer tribes
The early adopters in Internet
Innovative use value
Innovative diffusion model
Technology acceptance model |
| Date: | 2016 |
| Issue Date: | 2016-08-02 16:01:23 (UTC+8) |
| Abstract: | 新商品上市後造成流行的機率低於25%（Cooper & Kleinschmidt, 1990；Cooper, 2011），但Rogers（唐錦超，民95）的創新擴散模型實驗卻提出若早期採用者接受新商品並分享他們的創意使用價值，則能影響早期消費大眾較快且容易接受新商品且在市場上誘發流行。因此本研究的動機是希望透過資訊技術，首先確認早期採用者存在於網路族群之中，再萃取被網際網路大量資料包圍的網路早期採用者與其在新商品的創意使用價值資料，希望能夠藉此影響早期消費大眾的接受意願，並跨越他們之間的鴻溝(Moore, 1991)。
本研究目的是探討即使網路早期採用者與早期消費大眾兩者之間無實體的社會關係網絡時，網路早期採用者所創造的新商品創意使用價值，還是能夠影響早期大眾消費者購買的意願，以形成一種新型創新擴散模式。實作上是將網路早期採用者的創意使用價值，設計成廣告宣傳單直接刺激早期消費大眾，觀察新商品是否被他們接受。經過購買意願問卷回收、整理和分析消費者族群與接受程度，證實網路早期採用者的創意使用價值確實能引起早期消費大眾往高購買意願的族群移動。
再者，企業為了能夠在市場生存競爭獲勝，必須比其他同業更早挖掘出稀少且有價值的資訊幫助新商品跨越鴻溝，協助企業獲得更多的利益。雖然本研究提出的新型創新擴散模式，能提高早期消費大眾接受新商品的意願，但是在人機互動的資料分析過程中，耗費過多人力。因此本研究再根據文字探勘的IDF概念提出ICF演算法，藉以縮小決策範圍並且得到效率前緣的機會點，依然能在眾多的資料中也萃取出網路早期採用者的微弱創意使用價值，同時降低人工作業、專家主觀解讀和決策制定的複雜度的問題，得到高品質的效率方案。
The chance for a new product to be prevalent is lower than 25% (Cooper & Kleinschmidt, 1990; Cooper, 2011). However, in Rogers’ innovative diffusion model (Rogers, 2003), he proposed that if early adopters accepted new products and shared their innovative use value with others, the early majority may accept the new products quickly and readily. First of all, this study intends to use information technology to make sure that the early adopters exist on the Internet world. Then the author tries to extract innovative use information employed by the early adopters who are surrounded by huge amount of information. Hopefully, the early majority can be affected by such measures. That is, in the process of consuming merchandise, consumers tend to build mutual affections, value, and psychological sensation. This may enable the new products to cross over the chasm between the early adopters and early majority (Moore, 1991; 1995).
The purpose of this study is to explore the innovative use value created by early adopters existing on the Internet world. It is to affect the purchasing intention of the early majority when there is no social relationship network between early adopters and early majority so as to build a new innovative diffusion model. In order to achieve this, the innovative use value created in the Internet by the early adopters was designed as commercial fliers to directly stimulate the early majority. It is used to observe whether new products are accepted by the early majority. The experimental results proved that this measurement surely can move the early majority toward groups with high intention.
Moreover, talking about the continuing existence of a business, one needs to find out the rare and valuable information in the early stage in order to make the new products to cross over the chasm. The new innovative diffusion proposed by this study is able to extract the innovative use value created by the early adopters in Internet. And, for the purpose of reducing manpower and contracting the weak innovative information created by the early adopters, this study was conducted by using ICF algorithm which is derived from IDF concept existing in the text mining. It is to narrow the range of policy making, gain the chance point from the effect frontier, improve the quality and efficiency when making a decision, and reduce subjective judgement made by experts, which may help decision makers to make an effective policy based on their advantage and preference, and in the end, to reduce the complexity of making a policy. |
| Reference: | 中文文獻
1.李華夏（譯）（民96）。有閒階級論 (The Theory of the Leisure Class)（原作者：Thorstein Veblen）。臺北：左岸文化（原著出版年：1899）。
2.林祐聖、葉欣怡（譯）（民94）。社會資本 (Social capital)（原作者Nan Lin）。臺北：弘智（原著出版年：2001）。
3.科技政策研究與資訊中心-科技產業資訊室（民95）。創新經濟時代，全民一起創新。http://iknow.stpi.narl.org.tw/post/Read.aspx?PostID=3233。
4.唐錦超（譯）（民95）。創新的擴散 (Diffusion of Innovations)（原作者：Everett M. Rogers）。臺北：遠流（原著出版年：2003）。
5.國家教育研究院，雙語詞彙、學術名詞暨辭書資訊網。http://terms.naer.edu.tw/detail/1678878/。
6.張君玫（譯）（民91）。文化消費與日常生活 (Cultural Consumption and Everyday Life)（原作者：John Storey）。臺北：巨流圖書公司（原著出版年：1999）。
7.張重昭、陳志銘、郭庭魁、杜玉蓉、蕭幼麟（譯）（民94）。消費者行為 (Consumer Behavior：Buying, Having, and Being)（原作者：Michael R. Solomon）。臺北：全華圖書。
8.陳正平（譯）（民88）。龍捲風暴：矽谷的高科技行銷策略 (Inside the Tornado: Marketing Strategies from Silicon Valley`s Cutting Edge)（原作者：Geoffrey A. Moore）。臺北：臉譜文化（原著出版年：1995）。
9.陳正平（譯）（民89）。跨越鴻溝：新興高科技公司如何飆上高速公路 (Crossing the chasm - marketing and selling technology products to mainstream customers) （原作者：Geoffrey A. Moore）。臺北：臉譜文化（原著出版年：1991）。
10.陳坤宏（民84）。消費文化理論。臺北市：揚智文化。
11.傅士哲、謝良瑜（譯）（民91）。6個人的小世界 (Six Degrees: The Science of a Connected Age)（原作者：Duncan J. Watts）。臺北：大塊文化（原著出版年：2004）。
12.黃佳瑜（譯）（民95）。非品牌 (Brand hijack: Marketing without Marketing)（原作者：Alex Wipperfurth）。臺北：大塊文化（原著出版年：2006）。
13.黃恆正（譯）（民77）。柔性個人主義：反抗大眾消費社會的新個人主義（原作者：山崎正和）。臺北：遠流（原著出版年：1988）。
14.楊蕙菁（民87）。從「小虎隊」到「四大天王」－臺灣流行音樂偶像崇拜現象（未出版之碩士論文）。國立臺灣大學，臺北市。
15.劉真如（譯）（民98）。梅迪奇效應 (The Medici Effect: Breakthrough Insights at the Intersection of Ideas, Concepts, and Cultures) （原作者：Frans Johansson）。臺北：商周出版（原著出版年：2004）。
16.蔡崇隆（譯）（民80）。消費社會與消費慾望（原作者：Jean Baudrillard）。當代，總65期，48-72。
17.蕭美惠（譯）（民104）。經濟發展理論 (The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest, and the Business Cycle)（原作者：Joseph A. Schumpeter）。臺北：商周文化（原著出版年：1934）。
18.駱少康（譯）（民100）。行銷管理學：理論與實務的精粹 (Marketing Management 13th ed.)（原作者：Philip Kotler．Kevin Keller）。臺北：東華（原著出版年：2008）。
英文文獻
1.Agrawal, R. & Srikant, R. (1994). Fast Algorithms for Mining Association Rules in Large Databases. Proceedings of the 20th International Conference on Very Large Data Bases, 487-499.
2.Bass, F. M. (1969). A new product growth for model consumer durables. Management Science, 15(5), 215-227. DOI: http://dx.doi.org/10.1287/mnsc.15.5.215
3.Belch, G. E. & Belch, M. A. (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York, NY: McGraw-Hill Education.
4.Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. DOI: http://dx.doi.org/10.1086/209154
5.Bickart, B. & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40. DOI: 10.1002/dir.1014
6.Blythe, J. (1999). Innovativeness and newness in high‐tech consumer durables. Journal of Product & Brand Management, 8(5), 415-429. DOI: http://dx.doi.org/10.1108/10610429910296028
7.Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223. DOI: 10.1016/0148-2963(94)00047-I
8.Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20. DOI: 10.1002/dir.20082
9.Cooper, R. G. & Kleinschmidt, E. J. (1990). New product: The key factors in success. Mason, OH: South-Western Educational Publishing.
10.Cooper, R. G. (2011). Winning at New Products: Creating Value through Innovation. New York, NY: Basic Books.
11.Cova, B. & Cova, V. (2002). Tribal marketing: The tribalisation of society and its Impact on the conduct of marketing. European Journal of Marketing, 36(5/6), 595-620. DOI: http://dx.doi.org/10.1108/03090560210423023
12.Cova, B. (1997). Community and consumption - Towards a definition of the "linking value" of product or services. European Journal of Marketing, 31(3/4), 297-316. DOI: http://dx.doi.org/10.1108/03090569710162380
13.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. DOI: 10.2307/249008
14.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003. DOI: http://dx.doi.org/10.1287/mnsc.35.8.982
15.Douglas, M. & Isherwood, B. (1979). The World of Goods. New York, NY: Basic Books.
16.Drucker P. F. (1985). Innovation and entrepreneurship: practice and principles. London, England: Harper & Row.
17.Dörre, J., Gerstl, P., & Seiffert, R. (1999). Text mining: Finding nuggets in mountains of textual data. Proceedings of the fifth ACM SIGKDD international conference on Knowledge discovery and data mining, 398-401. DOI: 10.1145/312129.312299
18.Elena, K. & Detmar, W. S. (1999). The psychological origins of perceived usefulness and ease-of-use. Information & management, 35(4), 237-250. DOI: 10.1016/S0378-7206(98)00096-2
19.Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing, 33(3), 15-19. DOI: 10.2307/1248475
20.Fayyad, U. M. (1996). Data mining and knowledge discovery: Making sense out of data. IEEE Expert: Intelligent Systems and Their Applications, 11(5), 20-25. DOI: 10.1109/64.539013
21.Fishbein, M. & Ajzen, I. (1975). Belief, attitude, Intention and Behavior: An Introduction to Theory and Research. Boston, MA: Addison-Wesley Publishing Company.
22.Fourt, L. A. & Woodlock, J. W. (1960). Early prediction of market success for new grocery products. Journal of Marketing, 25(2), 31–38. DOI: 10.2307/1248608
23.Fırat, A. F. & Shultz, C. J. (1997). From segmentation to fragmentation: markets and marketing strategy in the postmodern era. European Journal of Marketing, 31(3/4), 183-207. DOI: http://dx.doi.org/10.1108/EUM0000000004321
24.Granovetter, M. (1983). The strength of weak ties: a network theory revisited. Sociological Theory, 1(6), 201-233. DOI: 10.2307/202051
25.Greve, H. R. (2009). Bigger and Safer: The Diffusion of Competitive Advantage. Strategic Management Journal, 30(1), 1-23. DOI: 10.1002/smj.721
26.Henson, R. K. (2001). Understanding internal consistency reliability estimates: A conceptual primer on coefficient alpha. Measurement and Evaluation in Counseling and Development, 34(3), 177-189.
27.Herr, P., Kardes, F. R., & Kim, J. (1991). The Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-62. DOI: 10.1086/208570
28.Hiltz S. R. & Turoff M. (1993). The Network Nation: human communication via computer. Cambridge, MA: MIT Press.
29.Hirschman, E. C. (1980). Innovativeness, novelty seeking and consumer creativity. Journal of Consumer Research, 7(3), 283—295. DOI: http://dx.doi.org/10.1086/208816
30.Holak, S. L. (1988). Determinants of innovative durables adoption an empirical study with implications for early product screening. Journal of Product Innovation Management, 5(1), 50-69. DOI: 10.1111/1540-5885.510050
31.Hong, C. -F. (2007). Discovery the rare opportunity by strategy based interactive value-focused thinking model. International Journal of Knowledge-based and Intelligent Engineering System, 11(5), 259-271. DOI: 10.3233/KES-2007-11502
32.Hong, C. -F. (2009). Qualitative Chance Discovery – Extracting competitive advantages. Information Sciences, 179(11), 1570-1583. DOI: 10.1016/j.ins.2008.11.041
33.Jones S. G. (1995). Understanding community in the information age. in SG Jones (Ed.), Cyber society: Computer-Mediated communication and community (pp.10-35), Thousand Oaks, CA: Sage Publications.
34.Kavanaugh, A. L., Zin, T. T., Carroll, J. M., Schmitz, J., Pérez-Quiñones, M. A., & Isenhour, P. L. (2006). When opinion leaders blog: new forms of citizen interaction. Proceedings of the 7th Annual International Conference on Digital Government Research, 79-88. DOI: 10.1145/1146598.1146628
35.Keeney, R. L. (1996). Value-Focused Thinking: A Path to Creative Decisionmaking. Cambridge, MA: Harvard University Press.
36.Liu, B., Hsu, W., & Ma, Y. (1999). Mining association rules with multiple minimum supports. Proceedings of the fifth ACM SIGKDD international conference on Knowledge discovery and data mining, DOI: 337-341. 10.1145/312129.312274
37.Maffesoli, M. (1996). The time of the tribes: The decline of individualism in mass society. London, England: SAGE Publications Ltd.
38.Manning, C. D., Raghavan, P., & Schütze, H. (2008). Evaluation in information retrieval. Introduction to Information Retrieval (Chapter 8). New York, NY: Cambridge University Press.
39.Mansfield, E. (1961). Technical change and the rate of imitation. Econometrica, 29(4), 741–766. DOI: 10.2307/1911817
40.Morrison, P. D., Roberts, J. H., & von Hippel, E. (2000). Determinants of user innovation and innovation sharing in a local market. Management Science, 46(12), 1513–1527. DOI: 10.1287/mnsc.46.12.1513.12076
41.Muniz, A. M. & O’Guinn T. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. DOI: http://dx.doi.org/10.1086/319618
42.Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
43.Ohsawa, Y. & McBurney, P. (2003). Chance discoveries. New York, NY: Springer. DOI: 10.1007/978-3-662-06230-2
44.Ohsawa, Y., Benson, N. E., & Yachida, M. (1998). KeyGraph: Automatic indexing by co-occurrence graph based on building construction metaphor. Proceedings of the Advances in Digital Libraries Conference, 12-18. DOI: 10.1109/ADL.1998.670375
45.Olson, J. C. & Reynolds, T. J. (1983). Understanding Consumers’ Cognitive Structures: Implications for Advertising Strategy. in Advertising and Consumer Psychology, Percy, L. & Woodside, A. eds. (Lexington, Mass: Lexington Books), 77-90.
46.Richins, M. L. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522-533. DOI: http://dx.doi.org/10.1086/209415
47.Rogers, E. M. & Shoemaker, F. F. (1971). Communication of innovations: A cross-cultural approach. New York, NY: Free Press.
48.Salancik, G. R. & Pfeffer, J. (1978). A social information processing approach to job attitudes and task design. Administrative Science Quarterly, 23(2), 224-253. DOI: 10.2307/2392563
49.Schouten, J. W. & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43-61. DOI: http://dx.doi.org/10.1086/209434
50.Simoudis, E. (1996). Reality check for data mining. IEEE Expert: Intelligent Systems and Their Applications, 11(5), 26-33. DOI: 10.1109/64.539014
51.Smith, R. (2008). The Evolution of Innovation. Research-Technology Management, 51(3), 59-62. DOI:10.1080/08956308.2008.11657506
52.Vrakking, W. J. (1990). The innovative organization. Long Range Planning, 23(2), 94-102. DOI: 10.1016/0024-6301(90)90204-H
53.Wang, H. & Ohsawa, Y. (2013). Idea discovery: A scenario-based systematic approach for decision making. Expert Systems with Applications, 40(2), 429-438. DOI: 10.1016/j.eswa.2012.07.044
54.Wang, H., Ohsawa, Y., & Nishihara, Y. (2012). Innovation support system for creative product design based on chance discovery. Expert Systems with Applications, 39(5), 4890-4897. DOI: 10.1016/j.eswa.2011.10.002
55.Yang, H. -F. & Lin, M. -H. (2009). Use the concept of the social capital to search enterprise`s competitive environment. Proceedings of the 2009 IEEE international conference on Systems, Man and Cybernetics, 1742-1745. DOI: http://dx.doi.org/10.1109/ICSMC.2009.5346666
56.von Hippel, E. (1986). Lead users: A source of novel product concepts. Management Science, 32(7), 791–805. DOI: http://dx.doi.org/10.1287/mnsc.32.7.791 |
| Description: | 博士
國立政治大學
資訊管理學系
95356503 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095356503 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 650301.pdf | 2906Kb | Adobe PDF2 | 549 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
