| Summary: | 碩士 === 國立東華大學 === 運籌管理研究所 === 105 === This study mainly discusses and use the perspectives of the innovative adopter to recognize the difference among the consumer characteristics, new product attributes, and environmental variables for the impact on consumer buying a car. We expect that the results can be helpful to the product’s research and development. An example of car rain curtain is studied for the driving people and the data are collected based on the questionnaires. 150 copies are released and collected. 133 copies are valid and the questionnaire recovery rate is 89%. We use the methodology of the descriptive statistics, factor analysis, reliability and validity analysis, correlation analysis, and multiple regression analysis to run the statistics analysis.
From the experimental results, the purchasing intention for innovative product on male consumer is higher than that on female consumer. The purchasing intention for innovative product on professional consumers is the highest. The purchasing intention of innovative product on supervisors and administrators is the second highest. The students and other people have the lowest purchasing intention for innovative product. The purchasing intention for innovative product on the consumer with the salary of 30,000 to 80,000 is higher than the consumer with the salary below 30,000. In the meanwhile, this study also discusses the consumer purchasing intention for innovative product on the six types of levels, including product information, perceived risk, psychological motivation, product complexity, product support, and social support and peer relationship.
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