The Research on Smartphone by the Use-Diffusion Model

• Main Authors: Chiang, Hsiu-Jui, 江修瑞
• Other Authors: Yu, Annie P.
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/94048685625011245133

碩士 === 國立中正大學 === 行銷管理研究所 === 100 === The purpose of this research is to study the innovative product by the use-diffusion model and take smartphone as research target. The main idea of this research is the four user-types form by variety and rate of use. This research investigates whether there have difference among different types-of user when using the innovative product. To further understand the whole process of diffusion, this study chose Innovativeness、Social presence、Word-of Mouth、Media exposure as the determinants of use-diffusion model, to investigate the relation with variety and rate of use. This study used Cluster analysis to classify user-type as four groups, multiple regression analysis to test the relation among determinants of use-diffusion with variety and rate of use and ANOVA to investigate whether satisfaction is differ among four user-types. The research findings found that innovativeness have strongest relation with variety of use, and variety of use may rise user’s rate of use. This study classify four user-types in more precise way, and put forward the management implication in different types of smartphone user.