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從眾傾向、憂慮產品過時與創新採用之研究-以智慧型手機為例 / Conformity, Fear of Obsolescence and Innovation Adoption: A Study of Smartphone Purchases朱崇文, Chu, Chung Wen Unknown Date (has links)
近年來,消費者對於高科技產品,往往會聽從他人意見,選擇主流的品牌與機型,尤其是具有相同背景與生活方式的消費者,所選擇的高科技產品通常非常相近。其次,更可以發現,高科技產品之使用年限不斷地縮短,推出新規格產品的速度越來越快,導致消費者越來越憂慮高科技產品之過時。
本研究智慧型手機為例,經由回顧文獻與理論,再以實證資料探討造成高科技產品具有從眾傾向之成因、分析消費者的特性(主觀產品知識、從眾傾向、獨特性需求)對於產品過時之不同憂慮(憂慮技術性過時、憂慮經濟性過時、憂慮心理性過時)的關係,以及了解新一代高科技產品的採用意願之影響因子。
本研究利用問卷發放的方式蒐集資料,得到之結論如下:
1. 消費者購買智慧型手機時較有從眾傾向
2. 使用者網路外部性增強消費者購買智慧型手機之從眾傾向,而主觀產品知識降低消費者購買智慧型手機之從眾傾向
3. 消費者主觀產品知識越高,對於智慧型手機過時之擔憂越低
4. 獨特性需求較高之消費者,較憂慮技術性與心理性過時;從眾傾向較高之消費者則較憂慮經濟性過時
5. 消費者憂慮經濟性過時與主觀產品知識越高,採用創新智慧型手機之意願越高;消費者憂慮技術性過時越高,採用創新智慧型手機之意願越低
最後,本研究根據分析結果,提出整體行銷建議供相關業者參考。
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以網路外部性探討行動應用程式對智慧型手機購買意圖之影響 / Exploring the effect of mobile apps on purchase intention of smart phone by network externalities黃詩婷 Unknown Date (has links)
當今智慧型手機成長快速,市場潛力大,影響消費者的智慧型手機購買決策因素成為近年來值得研究的議題。但過去有關智慧型手機購買決策的研究中,大多著重在手機的作業系統或是功能層面,並未將行動應用程式(APP)及人際面的影響因素納入考量。因此,本研究以網路外部性、科技接受模型及理性行為理論為基礎,分別從智慧型手機及行動應用程式的屬性面和人際面來探討,目的為找出影響台灣地區現有智慧型手機使用者對智慧型手機再購意圖的因素,並進一步探索這些因素如何影響使用者的態度及再購意圖。本研究結果發現:
1.智慧型手機屬性面:當使用者認為智慧型手機是越有用的、越具娛樂性的,則使用者對智慧型手機的採用態度越正向;當使用者認為智慧型手機是越容易使用的,並不會直接影響其對智慧型手機的態度。
2.智慧型手機人際面:當使用者認為有越多人使用智慧型手機,則使用者對智慧型手機的購買意圖越正向;而無論使用者認為其家人、伴侶、好友、同學或同事支不支持其使用智慧型手機,都不會影響其對智慧型手機的購買意圖。
3.行動應用程式屬性面:當使用者認為在短時間內行動應用程式的數量成長的越快速,則其對智慧型手機的態度會越正面;而無論使用者認為APP數量、種類的多少、價格是否可被接受以及APP的設計品質完不完善等,都不會直接影響使用者對智慧型手機的態度。
4.行動應用程式人際面:當使用者認為其家人、伴侶、好友、同學或同事越支持其使用行動應用程式時,使用者對智慧型手機的態度會越正向。
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社群商務流量變現過程之關鍵成功因素探討 / The key successful factors of traffic monetizing process in social commerce王孟筠 Unknown Date (has links)
平台的興起改變了傳統消費模式,因此無論是在學術界或是實務界,強調互動的社群商務在近年來都漸漸受到重視。然而,從社群中內容經營者的角度出發探討社群商務經營狀況的相關研究不多;此外,社群商務與網路外部性的連結也相對缺乏,故本研究欲以台灣影響力最大之社群平台Facebook的粉絲專頁為例,探討社群商務「使粉絲變成消費者」的流量變現過程,供未來社群商務經營者參考。
本研究以學者Hagel & Armstrong(1998)提出的會員發展四階段作為研究架構,採個案研究法,選擇「傑利帶路 玩世界」與「I’m 布布媽咪/Chic KimBlake」為個案,透過深度訪談探討選擇個案從內容社群至社群商務的經營過程中,每一階段形成正向網路外部性的關鍵成功因素以及做法,並同時分析不同的訴求類型於粉絲專頁上的影響與效果。
研究結果顯示,在社群商務的整體經營中,人格力、社群力以及產品力為三大關鍵成功因素,並且依序在吸引會員(製造流量)、增加參與(集中流量)、建立忠貞(鎖住流量)三階段扮演關鍵角色,最終實現價值獲取(流量變現)的目的;除此之外,感性的訴求在社群商務前期扮演相對重要的角色,而訴求的有效性與社群商務提供的產品與服務類型並無直接相關。 / The new economics of platform changes traditional purchase process and reconstructs value chain, giving the market new business rules. Thus, social commerce which emphasize interaction between customers and operators has been widely discussed in recent years. Numerous studies focused on customer behavior in social commerce but barely discussed business operation of social commerce from platform operators’ perspectives. As a result, this study is aim at exploring the traffic monetizing process in social commerce operating.
This study applies case study method, analytic frame is adopted from the Four Phases to Developing Sustainable Virtual Community of Prof. Hagel and Armstrong published in 1998. “JerryWalker” and “Chic KimBlake” on Facebook fanpage are chosen as the research targets. Start by in-person interview with each targeted cases and supplemented by second-hand sources, inspecting the process from solely content operating to social commerce operating, also analyze key successful factors in each phase; moreover, this study will also discuss different types of appeals’ influence in social commerce.
The results of this study shows that “personality”, “community operation” and “product and service” are the three main key factors while building up a successful social commerce. Besides, these three factor correspond to Phase I-generate traffic, Phase- II concentrate traffic, and Phase-III lock in the traffic in order, through this process can monetize community traffic and reach positive network effect. Furthermore, emotional appeals show better effect in social commerce regardless of different kinds of provided product and service.
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網路外部性的創造與管理-以Garmin Sports為例 / The network externality of platform – A case study of Sport Industry林逸安 Unknown Date (has links)
近年來,國人追求健康、愛美等因素而運動風氣蔚為盛行,連帶擴大穿戴型裝置產業發展,越來越多廠商加入。而在競爭激烈的全球市場中,不少廠商以平台經濟模式的建立及善用網路外部性的發展為轉型的策略,其中,如何有效率擴大平台規模及提高顧客黏著度尤其重要。本研究著重於以下三點:個案公司之平台商業模式的運作機制、如何創造不同種類之網路外部性及如何管理網路外部性創造更多效益。
本研究採取單一個案研究法,並挑選從GPS大廠成功涉足智慧型穿戴式裝置且近年來積極轉型之台灣國際航電股份有限公司(Garmin Corp.),經過研究個案公司平台商業模式與網路外部性的創造及管理,歸納本研究之發現:Garmin透過Garmin Sports平台的管理,建立與外部用戶的關係;並藉由穿戴式裝置的租借與其他廠商合作活動帶動運動市場貿易;再教練培訓為中心出發,提供一套專業、完整的課程,建立平台生態圈,擴大平台規模。
本研究之貢獻在於透過Garmin Sports的案例建立一套平台發展與網路外部性的創造與管理之架構,以期了解透過平台網路外部性發展如何提升使用者價值、為使用者帶來更多效益。歸納出三項因素如下:
1. 專業人士與外部廠商
2. 互補品的發展與資料庫的建立
3. 透過多方用戶的選擇與舉辦活動來管理網路外部性
此外,本研究為Garmin Sports平台成立初期,上線時間較短,部分網路外部性的交互影響研究受限。故建議後續研究,可待Garmin Sports平台運作期間較長,其網路外部性的創造與管理及不同種類網路外部性之相互作用亦會較為明顯。 / In recent years, the atmosphere of physical workout becomes prevalent, which results in the expansion of wearable device industry, causing more and more companies join in this industry. Under such a highly competitive global markets, platform transformation gradually becomes a popular strategy. In the research, our main focus lies on what the platform business model is and how to create and manage different kind of network externality.
The case study method is applied for this research. We select Garmin Corp, a GPS corporation which successfully develops wearable devices in recent years and has transformed into a new business model as our research subject. With in-depth case study of platform business model and the creation and management of network externality, we conclude our findings as below: Garmin establishes the relationship with external users and cooperates with other companies through the management of the Garmin Sports platform by leasing wearable devices. To expand the scale of the platform, Garmin provides a set of professional training camp and competitions, so as to establish the platform ecosystem.
The academic contribution of this study is to create the structure of developing platform and managing network externality, hoping to bring more value and benefits. The factors are as below:
1. Experts and external companies
2. Complementary products and database setup
3. multi-user selection and managing network externality through events
In addition, this study is about the beginning of Garmin Sports platform in which on-line time is short and the interaction of network externality is limited. It is recommended that, for the follow-up research, researches should wait for Garmin Sports platform to operate for a longer period of time. Therefore, the creation and management of network externalities and the different types of network interaction will be more obvious.
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無線多媒體傳輸技術發展對無線影音產業價值鏈的影響以歐特斯科技公司為例葛葆華, Edward Ko Unknown Date (has links)
無線寬頻網路(Mobile Internet Broadband Network)的出現對於無線通訊產業、傳播媒體產業與影音內容產業產生了相當程度的影響,而數位化的科技發展更帶來通訊、傳播及平面媒體產業融合的可能性,無線寬頻影音串流(Mobile Internet Video Streaming)是一架構在此無線通訊媒體匯流後的新產物,透過觀察和分析它的演進發展,可以說明和解釋網路新媒體匯流造成傳統影音產業價值鏈的改變。
吾人將以無線通訊之影音播放技術之演進與發展,以及相對最先發生變化之影音產業經營環境,產生之影響,做產業價值鏈分析研究,進而了解產業經營環境之改變,新的價值創造流程及技術平台的關聯性。並藉由日本NTT DOCOMO之經驗,及對其供應商之觀察,了解台灣產業發展之可能趨勢,及策略建議藍圖。
本研究採P.W. Bane、S.P. Bradley & D.J. Collis (1998)三人提出之寬頻產業五層模式作為分析工具。五層模式分為內容(content)、包裝(package)、傳輸網路(transmission)、操作(manipulation) 及終端設備(terminal)五層架構。主要目的為以整體網路頻寬及技術演進的觀點進行分析五層間價值消長之關係,及整體網路之價值之改變。
我們發現在新的技術導入既有影音市場,由於網路之雙向特性,會產生網路效應及網路外部性,這些地方將產生新的價值所在,而擁有網路外部性的影音操作平台可獲得較高的價值。完整而消費者導向的影音操作平台,將首先累積產業之價值所在,影音操作平台的擁有者將成為產業的領導者,最終將成為標準的制定者。
影音內容的價值獲得來自網路外部性是經由更多人與內容來源(內容提供者)互動,造成下一次消費或其他使用者的外部性以及生產外部性,這樣的外部性是由虛擬連結產生.價值聚集於內容包裝層。
無線寬頻影音操作平台是服務成功的關鍵,有效的整合價值鏈及應用是必須在產業發展前完成,而完整的影音操作平台包含:內容製作壓縮平台、串流平台、訊息平台、及手機之用戶播放平台。
我們發現,新的技術導入市場,需要事先將價值鏈重新定義,整合出可行之新的商業模式,再依據新的價值鏈,新的服務流程去整合新的操作平台,投入服務後,由於是消費者導向的服務設計,可以降低消費者對新科技及新服務的學習門檻及進入障礙,而獲得市場認同。 / “Unlimited boundary & Ubiquitous content”
Because of the improving the bandwidth & compression technology of mobile Internet, there are a very extremely industrial convergency in communication, broadcasting, & video audio content industry. There are several new technology including streaming, MPEG, multi media message, 3G which push the whole world going to a new Ubiquitous environment & totally change the old value chain of video audio industry, but we still have no ideal where it should go & what will happen next.
We will try to research the technical evolution of video broadcasting which really influence our movie, TV industry. It will change the customer behavior of watching TV, or going to the movie. We especially want to find out where is the new value in the mobile Internet multi media industry.
We will use the 5 liars analysis model of broadband industry (P.W. Bane、S.P. Bradley & D.J. Collis (1998))as our basic methodology to find out how the three vertical industries became a new 5 horizontal industries, which are content, package, transmission, manipulation, & terminal. We also want to know how they work internally & externally.
We find that the video audio manipulation platform will become the key solution for this value chain, because of its network externality & network effect. The content providers also very important to provide the quality of contents to service the end customers.
How to consolidate a new valuable services process & user friendly interface is the big issue here for whom will invest a large of money to creat the new mobile internet portal & new audio vedio manipulation platform. They must think not only the user interface of handset, but also the mechanism of profit sharing between these different providers who never work together in the history.
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