| Summary: | 碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 101 === More and more people use smart phone on the road or MRT every day. The purpose of this study would like to explore which consumer traits on the adoption of service innovation, so that software industry for the development can also be easier to know what are innovative services to attract consumers.
Therefore, “What's App” is the study object, through the way of questionnaire to explore the relationship between personality traits of different consumers with its innovativeness. This study focused on the northern part of the private college students as the main sampling, and use logistic regression analysis to verify the consumer personality to accept the extent of the impact of service innovation. A total of 400 questionnaires were distributed, the effective samples 390, with an effective rate of 97.5%, and further analysis by descriptive statistics, user behavior analysis and logistic regression analysis to verify for research.
Studies have shown that extraversion、agreeableness、 risk aversion 、innovation tendentious acceptance of a more significant impact on service innovation," openness to experience "the acceptance of service innovation is less significant. Consumer personality of extraversion and innovation tendentious influence on service innovation. The result of No use What's App consumer personality "risk aversion" is the most obvious.
|
|---|
