| Summary: | 碩士 === 銘傳大學 === 資訊管理學系碩士班 === 95 === While telecommunication industries face the heavy competitions in recently, 3G multimedia cellular phones and services is one of the important developments in telecommunication technology. However, for more than 4 years 3G multimedia cellular phones and services, the market share is still 9.6% in Taiwan. Why most of consumers don’t want to adopt this innovation? Based on the theory of innovation resistance, this research explores the causes why consumers resist the innovation of 3G multimedia cellular phones and services. This research tries to exploring innovation characteristics, consumer characteristics and propagation mechanisms characteristics on consumer innovation resistance.
The research method is designed to use a questionnaire survey. From the research results of 250 questionnaires, innovation characteristics and consumer characteristics will influence innovation resistance. It provides an overview of the innovation resistance factors, and offer recommendations to reduce the innovation resistance of consumers.
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