| Summary: | 碩士 === 國立臺灣大學 === 商學系 === 82 === The progress of technology shorten the products'' life cycle,To
introduce a new product to consumer become more important and
dficult.The way of sending the new product trial to the
consumer becomes more and more popular in recent year. But
whether this kind of expensive promotion method can accelera
teconsumers'' acceptability and increase the numbers of user
group is not proved. This research take the product of "Voice
Mail" as a target and use empirical analysis to study the
relationship betwen trial and adoption.The research find that:
The consumer can be categorized into five types: 1.
Extraordinary type person 2. Aggressive type person 3. Medium
type person 4. Cautious type person 5. idiosyncratic type
person The result maps the Consumer Behivor Theory''s :
innovators , early adopters, early majority late majority and
laggards. Besides , the research also find that: 1. The
research find that the extraordinary one , who are sole
practitioner ,are different from the tradition theory''s augment
that the innovative is more socialized. 2. Self-consciousness
could be the main reason to reject a new product. This self-
confident. 3. The characteristics of product attribute, the
involvement of the product. etc., can greatly influence the
test packet and adopting rate. 4. The need to belonging , the
recognition of product complexity and divisibility crucial to
test packet and adopting rate. 5. The trial will influence the
adoption . so "test packet" is a useful promotion method for
new product.
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