臺灣博碩士論文加值系統

科技日新月異，企業須不斷推出多樣化的產品，否則在市場中很難立足。在消費性電子市場中，由於Airpods的熱賣，帶動了許多業者相繼趕上此熱潮。不同的消費者態度看產品的角度也會不同，而產品酷度也可能影響產品創新與購買意圖間之關係，這也是企業可以關注的議題。本研究針對使用真無線耳機(True Wireless Stereo, TWS)的消費者對產品創新及購買意圖間的關係進行探討。資料蒐集採網路發放方式，回收有效問卷共368份，資料分析採驗證性因素分析(Confirmatory Factor Analysis, CFA)進行信度與效度分析後，並以迴歸分析驗證假說。

本研究結果指出 (1)產品創新對購買意圖有正向影響 (2)享樂性及實用性態度對產品創新及購買意圖有中介效果，其中實用性態度影響程度較大(3)酷度對於產品創新與購買意圖間沒有干擾效果，研究結果得出酷度會削弱產品創新對消費者購買意圖之影響，且具實用性態度的消費者影響程度較大，因此業者可以對於真無線耳機之本身功能更加以著墨，由於不同產品及探討的角度都會影響研究的結果，此結果對現今TWS市場中各業者提供了參考，將有助於提供相關業者制定出符合現今環境之策略。

With the rapid development of technology, companies must continue to launch diversified products, otherwise they will be difficult to keep a foothold in the market. In the consumer’s electrics market, the popularity of Airpods has driven many companies to catch up. In addition, Different consumers' attitudes toward products will be different, and the coolness of products may also affect the relationship between product innovation and purchase intentions, which is also an issue that companies can pay attention to. This study explores the relationship between product innovation and purchase intention for consumers using TWS. The samples were those who had used the TWS. A sample of 368 valid questionnaires were collected by Surveycake. The data analysis used confirmatory factor analysis (CFA) for reliability and validity analysis, and the study uses regression analysis was to verify these hypothesis.

The results of this study indicate that (1) product innovation has a positive impact on purchase intention (2) hedonic attitude and utilitarian attitude has a mediating effect on product innovation and purchase intention, of which utilitarian attitudes have a greater impact. (3) There is no moderate effect between coolness and purchase intentions. The result shows that coolness will weaken the impact of product innovation on consumers ’purchase intentions, and consumers with a utilitarian attitude have a greater impact. Therefore, manufacturers can be more focus on the function of true wireless headphones, due to different products and discussions, the angle of view will affect the results of the research. This result provides a reference for various players in the current TWS market, which will help related companies to develop strategies that are in line with the current environment.

謝詞……………………I
中文摘要……………………II
ABSTRACT……………………III
目　錄……………………IV
圖　次……………………VI
表　次……………………VII
第一章 緒論……………………1
第一節　研究背景與動機……………………1
第二節　研究目的……………………3
第三節 研究流程……………………4
第二章 文獻探討與假說推論……………………5
第一節　產品創新(Product Innovation)……………………5
第二節 消費者態度(Consumer Attitude)……………………14
第三節 酷(Coolness)……………………16
第四節 購買意圖(Purchase Intention)……………………19
第五節 研究假說與推論……………………22
第三章 研究設計……………………27
第一節　研究架構……………………27
第二節 操作性定義與題項衡量……………………28
第四節 問卷設計與資料收集……………………33
第五節 統計分析方法……………………35
第四章 資料分析與實證結果……………………37
第一節　樣本資料敘述性統計分析……………………37
第二節　信度及效度分析……………………39
第三節 結構模型……………………42
第五章 結論與建議……………………49
第一節 研究結論……………………49
第二節 研究貢獻……………………52
第三節 管理意涵……………………53
第四節 研究限制與未來研究方向……………………55
參考文獻……………………56
附錄一　最終版問卷……………………62
著作權聲明……………………66

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