| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 106 === According to Nielsen data, only 50 products, out of the 15,000 new products listed in 2014 survived into 2015. 70% these of new products had a life cycle less than 18 months. The methods which new products are developed have a direct connection to the survival of those products. As a better way to understand how new product design affect a product’s development, this study examines how differences in a fidget spinner product designs influence consumers' willingness to purchase the product.
Fidget spinners spread from other countries to Taiwan due to the rise of the Internet and social media. They were originally designed for autistic patients but have become mass-produced due to their growing popularity. As their designs diversified, metal fidget spinners and limited editions became hot collectors’ items. This study used semi-structured individual interviews to collect data from 7 respondents including collectors, retailers, and producers. This data was used to examine how using fidget spinners creates psychological states of “relaxation” and “healing”. This study found the four aspects of the marketing mix have an impact on consumers' intention to purchase and the result will provide a reference to other related industries.
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