THE RESEARCH OF CONSUMER BEHAVIOR FOR TRIAL OF NEW PRODUCT PROMOTION─THE EXAMPLE OF "VOICE MAIL".

• Main Authors: SHIN-CHUN,HUANG, 黃士軍
• Other Authors: SHIN-CHUN, HSU
• Format: Others
• Language: zh-TW
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/42496670266835834593

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.