| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 94 === The purpose of this paper is probe the relationship of consumer innovativeness extending characteristic and consumer characteristic, desire of buying, product evaluating druthers. The research uses Holak’s new product adoption model as a research framework and Goldsmith’s domain specific innovativeness scale as a cluster base, Cluster different consuming groups by time of accept product. Final analyse different consuming groups by demographic parameter AIO Scale.
The result of this paper shows consumer can cluster by time of accept product. Early Majority have higher purchase wills and brand consciousness, like pursue modish and social activity, difficult influenced by advertisement, attention the quality, after-sale service, and useing convenience on the attribute of the products. Late Majority have lower purchase wills, unlike pursue modish and social activity, influenced by advertisement, attention the quality, price, and after-sale service on the attribute of the products.
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