| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 96 === The prevailing phenomenon of a considerably low rate of using new materials and technology existing in domestic construction institutions has impacted, to a great extent, the progress and the survival of related construction material industries. Related previous studies had focused mostly on the system aspect, which brought forth only a very limited improvement to the related fields. Therefore, by taking reinforced geogrids as an example, the study intends to observe this phenomenon from the perspective of Everett M. Rogers’ theory of diffusion of innovations (DOI). We try to approach the issue from three constructs: (1) Perceived Attributes of Geogrids: through compiling all data collected, to sum up several perceived attributes of geogrids, and identify the most influential one; (2) Decision-making process: investigating the features and sequence of each decision-making stage, and further explore how the duration of each stage can be shortened; (3) Communication channel: to understand how communication channels of innovation diffusion of reinforced geogrid have been applied, and to identify more effective communication channels and their features during each stage.
In conducting the study, both literature reviewing and in-depth interview have been adopted simultaneously. All interviewees are divided into four categories: construction material dealer, public sector, engineering consulting company and construction company. Using semi-structured interview task, we conduct interview with material dealers by concentrating on the promotion process of reinforced geogrids marketing. Finally, a prototype and anticipated conclusion of the paper is drawn from by cross reference of literature review and the result of the interview. Since verification of user’s recognition properties and effectiveness of communication are essential for the study, structured interview is thus used when interviewing with the public sectors, engineering consulting companies and construction companies.
Findings of the study are summed up as follows: (1) We have confirmed the recognition properties of reinforced geogrids, and identified that the value of construction design and norms of social system held by engineers play a critical role in adopting the reinforced geogrids. (2) During the Innovation-Decision Process, users tend to form a fixed attitude, within a very short period of time, toward whether or not to adopt reinforced geogrids at his or her initial recognition stage. In addition, in an authoritarian organization, where the proprietor has the final say, recognition stage of employee’s decision process is oftentimes bypassed. (3) Regarding communication channel, personnel with civil engineering background are more likely to achieve a higher effective result than those without. And material manufacturers and dealers may enhance company’s image as professional expertise by attending or involving itself in various civil engineering related seminars.
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