| Summary: | 碩士 === 元智大學 === 企業管理與服務科學學程 === 99 === In the light of harsh competition in high-tech market, many manufacturers devote more efforts to innovate the best high-tech products in order to making human life as comfortable as possible. Recently, the innovative high-tech product such as tablet pc is flourishing and allures consumers. However, the acceptance of a high-tech product differs from consumers. Much evidence has identified perceived innovation characteristics as predicting acceptance (e.g. Technology Acceptance Model). However, identification of personality traits and product attributes influencing acceptance remains equivocal. Therefore, the present study analyzed causal relationships between consumer novelty seeking, desire for uniqueness and risk taking traits, product innovation characteristics, attractiveness, and acceptance.
An iPad as a research object was used to examine the theoretical model. An online questionnaire was used to collect data and divided the respondents into iPad users (N=201) and non-iPad users (N=474).
Results indicate that perceived innovation characteristics and product attractiveness indeed intervened between personality traits and individuals’ high-tech acceptability. However, personality traits directly affect the adoption of innovation only for iPad users. Consumers who desire uniqueness and seek novel things are more willing to adopt an innovative product than others.
Findings also suggest that personality traits are one of critical factors to understand consumer behavioral intention. Marketers could use personality traits to segment their markets. Furthermore, manufacturers launch a new product should stress their product characteristics and to distinguish the uniqueness of products. For innovative products, an effective marketing strategy should reinforce innovativeness and significantly unique characteristics to attract their target consumers.
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