必需品與奢侈品對態度功能影響消費者創新接受性與意見領袖特質之調節效應探討

Abstract

創新產品能否在市場上取得佔領優勢，有賴於良好的消費者創新擴散過程，尤其是在科技進步，市場競爭與日劇增的現代，更顯得格外重要；且隨著M型社會型態的演變，財富分配日趨兩極化下，消費者對於所謂的「必需品」與「奢侈品」的產品類別，也存在著不同的體認與採用行為。根據以往學者的研究，消費者「創新接受性」與「意見領袖特質」在成功的擴散過程中，扮演極為關鍵的角色。因此，本研究即在探討這些特質在「必需品」與「奢侈品」的產品類別下，存在著什麼樣不同的態度。

研究方法採便利抽樣，並以驗證性因素分析(CFA)探討模式的信效度，以及採用複迴歸分析檢定各研究假設。本研究採以電視機代表「必需品」、大尺寸液晶電視為「奢侈品」，結果證實這兩種產品類別的不同，調節了消費者態度影響其創新接受性與意見領袖特質的過程。其中對於必需品而言，顯現「社會認同態度」較高者，有較高的創新接受度與意見領袖才能；而對於奢侈品而言，則是「功利性態度」發揮了較大的作用。此結果可提供企業在產品定位與行銷策略上能夠掌握消費者特質，建立產品擴散有效的顧客群。

Whether the innovative products could make an advantageous position in the new products market depends on an good diffusion of innovation, especially in this competitive business environment. Meanwhile it seems that consumers have different behavior of adoption for the 'necessities' and the 'luxuries' in the M-type society. According to the literature, attitude functions, innovativeness and opinion leadership play an important role in the successful diffusion process. Our research is to realize the difference of people’s attitudes on consumer innovativeness and opinion leadership for the two different product categories.

The research methods include convenience sampling, CFA to evaluate validity and reliability, and multiple regression to test hypotheses. We use TV and large-size LCDTV to represent respectively the 'necessities' and the 'luxuries'. The results across the two product categories show that there are different diffusion processes. Innovativeness and opinion leadership can be influenced by the social-identity attitude function for Necessities, and by the utility attitude function for Luxuries. The results may help marketing strategy makers focus resources on valued clients.