An empirical study of commercial performance for Nanotechnology products

• Main Authors: Chien-Wei Hung, 洪健維
• Other Authors: Chun-Hsien Wang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/35842619373411076217

碩士 === 亞洲大學 === 國際企業學系碩士班 === 96 === Nanotechnology is one of promising area since the mid-1990s. The implication of nanotechnology, as many experts and literatures pointed out, will result in the new industrial revolution of 21st century. At present, the Taiwan government, industries, and academic community were very zealous in research and development of nanotechnology. Up to now, many nanotechnologies have successfully developed and applied to daily commodities. Therefore, the performance measurement of commercialization nanotechnology products not only help efficiency of nanotechnology research and development, but also benefit to customer needs. The performance measurement of new product development focus on financial perspective in the previous literatures that neglect the role of customer during the new product development and technological commercialization processes. Since financial literatures can provide new product development efficiency measurement, they only emphases on financial performance rather than on satisfaction of consumer needs. Therefore, this study utilizes importance-performance analysis (IPA), empirical study, and consumer questionnaire survey to build nanotechnology product commercialization performance measurement approach to improve drawback of new product development. IPA approach enables us to analyze new product whether meet customer needs, but also collect customer information based on specific service or product attributes. In addition, IPA can also provide understanding of nanotechnology product development trend and analyze consumer cognition regarding commercialization nanotechnology product. The managers can utilize empirical results to make nanotechnology products R&D strategies and production decision. The research results show that (1) most consumers hold nanotechnology basic knowledge; (2) most commercialization nanotechnology product are not caused consumer to use and purchase intend, (3) confirmatory factor analysis found that the innovativeness characteristic and product attributes had great significant affect consumers purchase intend, (4) regarding consumer adopt innovativeness nanotechnology product and product attributes point of view, this study found that the present nanotechnology product can not satisfy consumer requirement, (5) in case of IPA results found that the probationary and determined the reasonable nanotechnology products is improving issues in the future.