A Study of New Product Development and Consumer Acceptance－An Example of Smart Phone

• Main Authors: Yun-ke Huang, 黃芸可
• Other Authors: Wen-hsiang Lai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/65680950114550854705

碩士 === 逢甲大學 === 電子商務碩士在職專班 === 100 === The purpose of this study is to investigate consumers’ selection of smart phones in regards of consumer behavior theories. According to consumer behavior theories, consumers’ selections are influenced by brand names, appearances, price, and reference groups. Relationships among the attributes of consumers’ behaviors and factors proposed in technology acceptance model (TAM), including perceived usefulness, perceived ease of use, perceived luxury value, and perceived performance, were analyzed. The results of this study includes the following: (1) the creation of technological trend of mobile devices, (2) the access to a huge selection of applications and user-friendly interfaces, (3) the compensation of service provides’ marketing strategies, and (4) the interface of multi-media entertainment. A random survey on smart phone users in Taiwan was implemented to collect data in this study. The returned rate of the self-developed questionnaire used in the survey was 67% and 250 copies were valid. Modern technology drastically changes the behaviors of consumers. Internet provides more convenience and better service. Traders of all business are taking advantage of this emerging trend of digital commerce around the globe and applying new concepts of trading, such as online browsing, price comparison, and social networking review. Not only the potential of digital commerce is important in the society, the changing faces and opportunities of digital commerce can also bring more choices for future consumers.