探討消費者對先進旅行者資訊系統的衍生性商品之評估---以GPS導航手機為例

Abstract

先進旅行者資訊系統(Advanced Traveler Information System, ATIS)是智慧型運輸系 統(Intelligent Transportation System, ITS)中與民眾最密切相關的系統。為了因應消費者各 方面的需求，ATIS 有許多衍生性的新產品出現，結合手機功能的GPS 導航手機就是其 中之一。而從以往探討新產品的研究可以得知，消費者對於新產品會產生負面感受的最 大原因，就是新產品具有不確定性的特徵。而公司若能提共足夠的資訊，將有助於減少 這個問題。但是，究竟消費者擔心的不確定性是哪些成分，以及資訊呈現方式的不同， 是否會影響不確定性感受上的差異，過去研究則較少探討。而且從過去研究中可以發 現，消費者在面對新產品時，除了一般風險外，還有很多關於學習認識上的問題，也會 讓消費者感到不確定性。因此，本研究認為必須進一步分析新產品所衍生出的知覺風險 類型，才可以幫助我們提升消費者對新產品的評估。另外，從增加正面好處的觀點，或 是從減少負面壞處的觀點，這兩種不同資訊內容的呈現方式，對消費者降低各種風險的 效果是否會有所差異，是本研究另一個企圖深入探討的課題。

GPS (Global Position System) navigator is an important application of ATIS (Advanced Traveler Information System). ATIS which has high connection with people is one subsystem of ITS (Intelligent Transportation System). Due to advancement of technology and to reach variance demand of consumers, some new ATIS derivative products appear in the market such like GPS navigator phone. Previous researches have studied on why consumers feel negative when they face the new products. And the answer is they feel uncertain about the new products. If company can offer enough information of the new products, it may reduce such problem. However, fewer previous researches have studied on which part of the uncertainty is consumers’ most concerned, and whether the different feelings or not when company illustrates product information in different ways. This study treats uncertainty as some kinds of perceived risk. We assumed consumers’ perceived risk about new products is not only composed of the risks that previous studies generally discussed, but also composed of learning risk. In order to improve consumers’ evaluation of new products, this study attempt to analyze the components of new products’ perceived risk. In addition, this study attempt to analyze the consumer's perceived risk effect of different illustrations of information contents: one from increasing positive advantage point of view, the other from reducing negative disadvantage.