How Product Knowledge Affects Consumer Innovativeness under Different Life Styles - Using Coffee as an Example

• Main Authors: Hsiang-Chen Wang, 王祥珍
• Other Authors: 陳家聲
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/44605259915930633416

碩士 === 國立臺灣大學 === 商學研究所 === 96 === There is more and more innovation of products and services nowadays. It is vital for enterprises to draw up a series of appropriate marketing strategies to aim at the “innovators” of target customers while new products come out. Wells & Tigert(1971) ‘s research pointed out that consumers who used innovative products frequently had characteristics of chasing after fashion and loving social activities. Besides, subjective knowledge and objective knowledge towads product would have effects on consumer innovativeness. Taking coffee as an example, we hope to analyze how lifestyles, subjective knowledge, objective knowledge and level of opinion leadership influence consumer innovativeness towards coffee. Some conclusions were discovered: 1.The reason consumers with diverse lifestyles have different innovateiveness towards coffee is generally because of their level of knowledge and opinion leadership towards coffee aren''t alike. 2.Subjective knowledge and objective knowledge of coffee have positive effect on consumers'' innovativeness towards coffee. 3.There is a positive correlation between consumers'' subjective knowledge, objective knowledge and opinion leadership level of coffee. 4.Females have significantly higher innovativeness of coffee. 5.Consumers who like to cook or take diet seriously have higher innovativeness of coffee.