利用決策實驗室網路流程法推導產品生命週期 各階段影響技術接受之因素

Abstract

從市場發展以及科技進步的角度來講，資訊產品扮演不可或缺的腳色。然而，預測資訊產品的科技接受因素一直是行銷以及設計人員的重大挑戰。更重要的是，在不同的產品生命週期裡產品的特色以及行銷策略也不同。故消費者的偏好以及需求也會在不同的生命週期裡有所改變。過去很少研究試著去探索在不同的產品生命週期的科技接受因素，但這個議題是重要的。因此，本論文利用模糊決策實驗室網路流程法調查先驅使用者，影響不同生命周期的科技接受因素; 再使用結構方程模型結合科技接受模式調查大眾消費者的意見。本論文將以智慧型電視作為導入期; 智慧型手機作為成長期; 筆記型電腦作為成熟期進行實證研究。最後，先驅使用者以及大眾消費者在不同產品生命週期的實證分析結果將會作比較。實證結果顯示從產業專家的角度而言，知覺有用性是最重要的準則;而大眾消費者最重視的卻是知覺易用性。本研究結果可供產業界的行銷以及研發人員，在未來的產品開發以及行銷策略上作為參考。

Information technology (IT) products have played significant roles from both aspects of market development as well as technology growth. However, predicting technology acceptance toward the IT products is always challenging for marketers and designers. Also, the characteristics of and strategies for IT products at different stages of product life cycle are different. Therefore, the consumers’ preference and needs change rapidly at different stages in product life cycle. This research aims to propose a novel DEMATEL based approach for uncovering the factors influencing the technology acceptance of IT products in different stages in product life cycle based on lead users’ opinions. Further, the factors will also be summarized by consumers’ opinions by using the by using the structural equation modeling (SEM) method based Technology Acceptance Model (TAM) for serving as the basis of comparisons. An empirical study based on the smart TVs for the introduction stage; smart phones for the growth stage; the notebook computers for the maturity stage will be used for verifying the feasibility of this framework. Further, differences based on two analytic frameworks will be compared.