| Summary: | 碩士 === 南開科技大學 === 車輛與機電產業研究所 === 105 === Taiwan`s automobile-related industries already have a certain role and status. In these years of efforts, the vehicle assembly technology and components market in Taiwan auto industry, have been quite mature and quality is close to the advanced national standards.
However, enterprises in order to survive and keep sustainable business, must meet the consumer’s diverse needs and create higher value. The introduction of innovative services is one of the important differences in the strategy for enterprises to meet consumer demand. But the upgrading of traditional industries and the transition is not imagined simple, simultaneously innovative services must be tested by the user. Therefore, what will be affected when introducing innovative services to a traditional industry upgraded to a new Industry?
This study explores the relationship between relative benefits, compatibility, complexity, probability, observability, and cognitive costs, as well as the impact on consumers, when the introduction of innovative services in automotive-related industries. By developing innovative diffusion model, to explore the use of car-related innovative services. The results show that gender, age, income, occupation, education and other demographic variables play an important role in this study, and the relative interests, complexity, probability, observability, cognitive costs and willingness are positive relationship.
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