Investigating the Adoption and Acquisition of New Products from the User’s Perspective

• Main Authors: Hao-Yang Li, 李浩揚
• Other Authors: Wee-Kheng Tan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/84329147701440214805

碩士 === 開南大學 === 資訊及電子商務學系 === 98 === This thesis studies the adoption and acquisition of new products from the user's perspective and characteristics under two scenarios. First, we study the scenario where a new high-tech product is introduced into an over-crowded market with competing products of quite similar nature. The adoption process of WiMAX is used as an example. This process cannot be viewed in isolation and must consider the effect of co-existing telecommunication networks. WiMAX success would involve getting existing mobile subscribers to switch over to WiMAX. Hence, 2/2.5G and 3G subscribers are used separately as subjects of investigation because they are likely to form the subscriber-base of WiMAX's early market and mainstream market respectively. 2/2.5G and 3G subscribers view mobile service and cost differently, hence resulting in differ in view about WiMAX. This study also shows the importance of killer applications and peer influence in the adoption process. The second scenario comprises the situation where potential adopters of new products, for one reason or another, are not able to acquire them through the established channel. Instead, they will need to depend on alternative channels. In the Internet world, auction and e-tailing websites is already a common feature. Despite their popularity, they are not able to satisfy a small group of consumers who actively pursue products of latest trend or products which are not yet available in Taiwan market. To meet their quest for such products, they either go to overseas e-tailing websites to purchase the products directly or engage the service of e-auction or e-purchase service websites to bid or purchase products on their behalf in overseas websites. This part of the research is to investigate whether this group of consumers has the characteristics common in innovators and early adopters, such as always on outlook for latest trends, willing to try new products unfamiliar to many, risk-taking and opinion leaders. It is shown that this group of consumers indeed exhibited the characteristics of wanting to try new products. Furthermore, they are willing to take risk. Finally, we hope the viewpoint and ideas of the adoption and acquisition of new product obtained through these two scenarios will provide another perspective for the academia and a useful reference for related firms when investigate the adoption of new products.