以創新擴散模型結合社會影響力和認知風險探索消費者採用創新產品之因子

Abstract

近幾年來，遊戲產業的蓬勃發展，尤其是次世代遊戲主機的來臨造成了一股旋風。2006年初由微軟率先發表Xbox360在遊戲市場掀起了一股熱潮，而Sony也不甘示弱的相繼推出PS3(Play Station 3)加入了這場大戰，在2006年底任天堂推出的Wii將這場戰爭達到最高潮，並在這場次世代遊戲主機大戰獨占鰲頭。為什麼這個後起之秀Wii能夠廣受好評而創下如此佳績呢？而又為什麼消費者想要去採用這樣創新的體感式遊戲主機呢？我們利用了創新擴散理論IDT(Innovation Diffusion Theory)當做我們的基礎模型(Base model)，再結合了認知風險(Perceived Risk)及社會影響力(Social Influence) 來探討是什麼樣的因子會去影響消費者採用創新產品，又是什麼樣的因子會去幫助消費者將這種創新產品在一個社會體系中擴散開來。我們將認知風險(Perceived Risk)當作模型內的中介變數(Mediator)，和不同的採用者(adopter categories)當作模型內的調節變數(Moderator)去探討創新認知屬性和社會影響力對於採用意願的關係。我們利用問卷收集的方式以及相關的統計方法-結構方程模組(Structural equation modeling SEM)來幫助我們找到研究問題的答案。最後我們根據我們研究的結果去提供行銷管理人員一些行銷策略的建議。

In recent years, the game industry has been growing rapidly. In particular, innovative video games like motion-sensitive game consoles have recently received increasing popularity. The primary research question to be addressed in this research is “Why do people adopt the innovative game console?” We want to apply IDT (Innovation Diffusion Theory, Rogers, 1983, 2004) as our base model with perceived risk (Jocoby & Kaplan, 1972) and social influence (Moore and Benbasat, 1990). In our extend IDT, perceived risk mediate the effects of technological factors (perceived attributes of innovation) and social factors (social influence) onto use intention. Moreover, adopter categories moderate the relationships in our conceptual model. A preliminary version of a 49-item online questionnaire was developed. We asked 701 respondents on a gamers’ website and BBS to complete the online questionnaire. To achieve the purposes of our research and test the hypotheses, we employed the SPSS 14.0 (Statistical Package for the Social Sciences) and structural equation modeling (SEM) with LISREL to help us analyze the collected data. Our contribution to this research area is twofold. We explain 1) how the factors affect the people to adopt an innovation and 2) the factors that help people diffuse an innovation and reduce uncertainty about it. Finally, our research provides marketing managers with some suggestions about marketing strategies, such as audience segmentation (Rogers, 2005).