The Impact of Efficient Consumer Response to Innovation Characteristics and Customers'' Satisfaction -A Case Study of Household Biotechnology Products

• Main Authors: Meng-Chiao Huang, 黃孟樵
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/10644620484869540631

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === The biotechnology industry is regarded as the potential industry in recent years, but biotechnology products are unfamiliar for most people. Thus, we hope to improve the consumer acceptance of innovative products by importing efficient consumer response. This study used stratified systematic sampling for the consumers in Taiwan, and by the Structural Equation Modeling we found that efficient consumer response has positive effects on innovation characteristics and customers'' satisfaction; innovation characteristics have positive effects on customers'' satisfaction. Therefore we had some suggestions for industry that increasing customers'' value and demand by enhancing the introduction of new products; implementation of efficient promotions to enhance customers'' value and demand; try innovative sales channels such as network marketing, and place the importance on service of personnel, consumption process and customer''s feelings. Then we can seize the customer''s heart and affecting biotechnology products.