| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 104 === Product Innovation will help companies maintain their competitiveness, a company usually continues to improve their products and increase product features or attributes to make product differentiation. An enterprise can create a competitive position through product differentiation and market segmentation to their competitors efficiently, therefore innovation and high-tech product attributes can effect to consumers, thus generating a positive impact on consumer perception of value and willingness to buy. So the study wants to explore the product attributes of hybrid cars, and to understanding purchase intention of user .
Through empirical analysis we found that hybrid cars of product attributes with importance: product compatibility, reputation, complexity, price and brand five product attributes. Finally, this study based on five important attributes of hybrid cars made the recommendations: to develop hybrid cars that for Taiwan customers, accord with diffusion of innovations theory application; hybrid vehicles users will be more concerned about the complexity in a later stage; and the early market development stages, it should be introduced a stable performance product in order to establish a good reputation, it can represent good quality.
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