| Summary: | 碩士 === 朝陽科技大學 === 應用外語研究所 === 99 === With the speedy development of technology nowadays, video games have been endowed with many innovative elements. Playing video games has grown to be a leisure exercise. This study took Nintendo Wii as an innovative example to research the level that people adopt innovative products. The purpose of the study was to discuss the relationship between customers’ purchase motivation and customers’ purchase intention of the video game, Wii and the relationship between its product attribute and customers’ purchase intention. This study was conducted by using convenience sampling survey of 100 questionnaires in Taichung. In this research, SPSS 12 version was adopted to proceed descriptive analysis, reliability analysis, correlation analysis, multiple regression. Besides, grey relation analysis was used to analyze the factors within the research framework.
The result indicates that the relationship between purchase motivation, product attribute and purchase intention has an obviously positive correlation. The result confirms that purchase motivation affects purchase intention obviously and product attribute positively affects purchase intention as well. However, the main reason that consumers purchase Wii is not attracted by its game and for playing but to compare with others. On the other hand, consumers pay more attention to the function and service of product more than price. The exterior design of Wii and other video games has not much difference. It means the appearance of Wii has no advantages and cannot stimulate consumers’ purchase intention.
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