| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所 === 104 === This research is directed with the intention of contributing towards the realm of
innovation and new technology diffusion, with a particular focus upon the individual
diffuser category adopters’ motivations for adopting a particular innovation. Rogers
initially defined the diffuser categories based upon a timeline in which each adopter
accepts and, ultimately, adopts a particular innovation relative to other adopters. The
motivations of a particular diffuser category to adopt, as defined throughout this
research, are based upon the constructs within various value creation theories, namely
stand-alone value, network externality value, epistemic value, social value, and
emotional value. Furthermore, in most instances these values have been linked with
the most relevant sub-values, aimed to further narrow the scope of the true motivation.
The ultimate aim of this research is to determine which of the perceived values prove
most significant in any particular diffuser category consumer’s decision to adopt, and
more critically, at which point in time, relative to other adopters, said consumer
decides to adopt.
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