Under driving in the digital trend, the 3C product becomes an important strength that pushes the market growth and isn¡¦t allowed to ignore. Along with the information circulates quickly, the favor of the consumer continuously changes. The manufacturer makes use of progress the science and technology technique to integrates enrich and the more high-quality content into more diverse device. However cell phone becomes the main consume communication electronics product currently, under the convenient need of the consumer, as Dan Steinbock (2006) speaks of in the book "The Mobile Revolution: The Making of mobile services worldwide"¡GThe mobile communication is experiencing the huge change period of the voice into the data. Global mobile market and service development just turns in and will become the next star level of mobile communication product. Today the flourishing times of science and information technology progresses, in order to maintain the competitive advantage, the enterprise continuously pursues the innovation and growth. However the cellular phone product life cycle tends in the maturity and the market is gradually saturated, the manufacturer stimulates the need of the consumer by promoting the innovation of the product. This research is inquiring the influence between the innovation of the product and personal creative characteristics into the intention of buying high-tech product for the consumer, expecting to provide enterprise on the development and marketing the decision reference. As case example with high creative-iPhone that Apple Inc. will soon appear on market. To adopt the convenience sampling questionnaire from April 2nd till 30th and collect valid 240 samples to carry on the data analysis. The result finds the innovation of product and the consumer innovative characteristic present the obvious influence of the purchase willing, and the product innovation through the consumer innovation would indirect affect the purchase willing. The creative sensitive degree for young generation is higher, particularly valuing to the function of the product in the need of the occupation, obviously, the innovation is also widespread to be subjected to the general public accept now. The successful innovation originates new science and technology and new market field appear, enterprise continuously applies innovation, but the most important is providing the product of customer need, and establishes the brand image, then raises the customer loyalty to reach the life simply is a beautiful realm.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-05-02T17:39:59Z No. of bitstreams: 1 Márcia Roberta Lessa Bartz_.pdf: 1854297 bytes, checksum: 8b9fc939590fc7d228e7de895324a77a (MD5) / Made available in DSpace on 2016-05-02T17:39:59Z (GMT). No. of bitstreams: 1 Márcia Roberta Lessa Bartz_.pdf: 1854297 bytes, checksum: 8b9fc939590fc7d228e7de895324a77a (MD5) Previous issue date: 2015-11-23 / Nenhuma / Partindo do pressuposto de que vivemos em meio a mercados nos quais exigem cada vez mais que se conheça melhor os consumidores, o presente estudo tem como objetivo principal desta pesquisa analisar a influência do etnocentrismo gaúcho no processo de percepção do consumer innovativeness. A pesquisa tem apenas uma abordagem quantitativa com viés descritivo e inferencial. A coleta de dados quantitativa aconteceu em universidades gaúchas, de duas formas. A primeira foi através de uma pesquisa denominada “estudo piloto” entre 100 alunos, onde se questionou quais as 5 marcas mais lembradas do Estado do Rio Grande do Sul, com o resultado pegou-se as 2 mais citadas, sendo elas: Polar e Fruki. Estas foram as marcas utilizadas em todo o estudo como base nos questionários. A segunda forma deu-se através de um questionário estruturado com 400 alunos. A amostra do presente estudo totalizou 500 respondentes. Os dados foram purificados e analisados através de técnicas e ferramentas. Na sua maioria, foram processados com o auxílio do Software Statistical Package for the Social Sciences (SPSS). Por fim, mostrou-se quais as influências do etnocentrismo (baixo “versus” alto) no processo de percepção do consumer innovativeness. Pode-se dizer que as médias encontradas nestes dois construtos apontam que as pessoas com baixo etnocentrismo têm médias menores em Domínio Específico da Inovação e Comportamento Inovador do que as que têm alto etnocentrismo, o que não aconteceu no construto da Criatividade Original. Conclui-se que devido o Domínio Especifico da Inovação e o Comportamento Inovador estarem mais ligados ao meio externo e as influências existentes nele o etnocentrismo se torna alto, o que não ocorre com a Criatividade Original que está relacionada a parte inata do indivíduo. / From the assumption that we are in touch with markets that increasingly demand a better knowledge about the consumers, this research primarily aims to analyze the influence of gaucho ethnocentrism in the process of perception of consumer innovativeness. This research has a quantitative approach with a descriptive and inferential view. The quantitative data collection took place in universities in Rio Grande do Sul, by means of two instruments. The first one, denominated “pilot study”, consisted of a survey with 100 students, asking them about what are the five most recognized trends in Rio Grande do Sul: the results of this survey showed that the two most mentioned trends were Polar and Fruki; thus, they were used as the questionnaires basis in the whole study. The second instrument was a structured questionnaire, carried out with 400 students. The study sample totalized 500 responding individuals. The data were purified and analyzed by means of techniques and tools. Most of the data were processed with the aid of Statistical Package for the Social Sciences Software (SPSS). Finally, the influences of ethnocentrism (low versus high) in the process of perception of consumer innovativeness were revealed. It is possible to asseverate that the averages found in those two constructs indicate that people with low ethnocentrism have lower averages in Specific Domain of Innovation and Innovative Behavior than those ones who have high ethnocentrism, what did not occur in the construct of Original Creativity. Then, the conclusion of this study is that the ethnocentrism becomes high due to the fact that Specific Domain of Innovation and Innovative Behavior are most linked to the external environment and to the influences existent on it, what does not occur with Original Creativity, which is related to the individual’s innate element.

The pursuit of beauty in today's society is growing day by day. According to ITIS report about cosmetic industry development trend in 2010, the global cosmetics market in 2009 reached 3,474 billion U.S. dollars, twice as much as nine years ago. Cosmetic industry in Taiwan began to flourish since 1960s. Taiwan cosmetic industry is filled with United States, European and Japanese brands until 1990s. Promoted by government policy, many domestic brands emerge in 2000s. At this point, the Korean cosmetic brands entered Taiwan, making Taiwan cosmetic market more diverse and more competitive. The Korean cosmetic brands became more popular among the youth, and opened lots of stores. This study chose top 3 Korean cosmetic brands: The Face Shop, Skin Food, Etude House to understand what values the Korean cosmetic stores provide, and how the Korean cosmetic stores can survive and grow. So, this study has four major objectives: 1. To understand the correlation between service quality, customer value and customer satisfaction in Korean cosmetic stores. 2. To explore the impact of consumption emotions on customer satisfaction. 3. To understand the effect of country of origin on customer satisfaction. 4. To analyze the influence of different levels of consumer innovativeness on customer satisfaction. This study uses personal interview and online questionnaire to investigate the consumers of The Face Shop¡BSkin Food¡BEtude House.The results include: 1. Customer value is a mediator between service quality and customer satisfaction. 2. Different utilitarian values have no significant influence on customer satisfaction; different hedonic values have significant difference on customer satisfaction. 3. The main effects of country of origin, consumer innovativeness and consumption emotions have significant influence on customer satisfaction.

Malgré de nombreuses recherches portant sur l’innovativité interculturelle du consommateur, l’impact de la culture sur la valeur perçue d’un attribut innovant ne fait pas l’objet de publication. Cette thèse cherche à répondre à ce besoin en étudiant l’impact de la culture nationale sur la valeur perçue de l’attribut innovant des produits technologiques dans deux pays européens majeurs (France et Allemagne), membres de la zone euro. Cette thèse s’appuie sur le modèle interculturel GLOBE pour étudier les différences culturelles entre ces deux pays. Les résultats sont fondés sur une étude de consommateurs quantitative (N=793) utilisant la méthode de l’analyse conjointe basée sur le choix et l’échelle d’attitude « sensibilité au prix ». Les résultats confirment l’impact de la culture nationale sur trois concepts liés à l’attitude du consommateur face au prix de lancement d’une innovation technologique : la valeur perçue par un consommateur de l’attribut innovant d’un produit, l’importance qu’un consommateur accorde à la présence d’un attribut innovant lors du choix d’un produit et la sensibilité du consommateur au prix d’une innovation. Le rôle modérateur du revenu sur ces relations constitue également un résultat majeur. / Despite extensive research on intercultural consumer innovativeness, existing literature does not cover the topic of impacts of national culture on the perceived value of innovative product attributes. This study attempts to fill this gap, by studying the perceived value of innovative attributes, with regards to high-tech products across two major European countries (Euro zone members: France and Germany) using the GLOBE intercultural model as a framework. The results are based on quantitative consumer research (N=793) using Choice Based Conjoint Analysis and the Price Sensitivity Scale.The author’s findings highlight that national culture significantly impacts three aspects of consumer attitude with regards to the launching price of high tech innovations. These three variables are: the perceived value of innovative product attributes, the importance of innovative product attributes for consumers and the price sensitivity towards innovative products. In addition, the research identifies the moderator effects of consumer income on these relations.

The methods currently used in innovation marketing research are focused on the late phases of the innovation process and are usually methodologically complex. This limits their practical impact. The presented thesis aims to create a simple self-report scale applicable in the initial and late phases of innovation process, highly modular and suitable for wide range of research. The main battery of questions was inspired by adopter categorization by Rogers. The questions determine both (1) general characteristics of innovation adopters and (2) their relationship to a specific innovation. The scale was tested during a robust longitudinal online research, thematically focused on users of modern technologies. Representative sample of 4,000 Internet users in the Czech Republic took part in the survey from April 2013 to January 2015. The result is a new self-report scale measuring consumer innovativeness applicable for prototyping, strategic decisions and effective communication of innovations to consumers.

No description available.

市場上新奇的產品層出不窮，廠商想盡辦法要對產品添加新奇的屬性來達到差異化，但是真正能夠藉由添加新奇屬性在市場上找到利基的廠商卻是少之又少。問題是否出在消費者在面對與既有基模不一致的新產品時，無法理解和吸收資訊？上述現象引發了研究者的興趣。本研究藉由操弄不同類型的產品和新奇屬性，觀察其所產生的產品不一致性對於消費者的產品再認和產品態度有何影響；同時也探討消費者本身的人格特質-消費者創新性，會不會影響消費者對產品的態度。 以往研究均認為增加產品不一致性可以提高消費者對於產品的回憶和再認，但本研究卻發現，提高產品的不一致性並無法讓人留下較為深刻的印象，因此產品不一致性與再認之間的關係可能仍有待後續研究做進一步的釐清。另外，雖然產品類型和新奇屬性類型無法產生交互作用，並藉由提升產品不一致性來影響產品態度，但是「產品類型」在影響產品不一致性且進而提升產品態度上的確是扮演著重要的角色。其中「功能性商品」不管是搭配上何種類型的新奇屬性，產品態度都顯著高於「享樂性商品」與新奇屬性的搭配。由此可知，如果廠商想要在市場上推出新奇的產品，選擇功能性的商品來切入可能比較有利，而且在操弄產品不一致性時也必須要格外小心，雖然新奇的屬性可以提升消費者對產品的評價，但是新奇性同時也會增加產品的不一致性，一旦產品不一致性過高，反而會造成消費者對於產品的負面觀感。 / There are numerous novel products in the market; consequently marketers have been fighting their way to achieve product differentiation by adding novel attributes to the products, yet it is still rare to see marketers that can actually discover niche by adding novel attributes to products. Does the problem lies in how consumers percept and absorb the information of advertisements? The phenomenon above arouses my curiosity to delve into the relation between product incongruity and consumer evaluations. This study examines what influences product incongruity has on product recognition and product attitude by manipulating different types of products and novel attributes, and the moderating role of consumers’ personality is also examined to see whether consumer innovativeness have effects on product attitude or not. The past researches tend to believe that raising product incongruity is beneficial to enhancing product recall and product recognition. However, the result shows that raising product incongruity is of no help to leave deep impression in the products. Thus the relation between product incongruity and product recognition needs to be further clarified by future researches. Additionally, although product types and novel attributes do not interact to have effects on product incongruity and further boost product attitude, ‘product type’ indeed plays a crucial role on boosting product incongruity and enhancing product attitude. Not only product type leads to positive effects on the products, but consumers are apt to give more positive evaluations to utilitarian product than hedonic product, regardless of what novel attributes the products have. In that case, it seems to be more profitable to choose utilitarian products if marketers want to launch novel merchandise. In spite of the fact that adding novel attributes leads to positive product attitude, novelty also leads to more product incongruity that may undermine consumers’ attitude toward the product. The result seems to suggest that marketers have to be extraordinarily cautious when manipulating product incongruity.

M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology / In the case of cosmetic products, which convey both psychological and symbolic benefits to consumers, it is imperative for marketers to expand the scope of product trial as it presents a novel strategy for signalling the success of new products. In lieu of this, considerable attention should be accorded to the ubiquitous role of influential consumers who are instrumental in influencing the behaviour of other consumers through exemplary conduct and/or interpersonal word-of-mouth (WOM) communication. In this vein, this study sought to examine the influence of selected factors on market maven tendency and the ultimate trial of new cosmetic products by female consumers in the southern Gauteng. This presents the need to examine empirically the role of market mavens who play an indispensable role in filling the omitted information gaps existing within the market. Particularly, this research is in response to calls for unremitting replications of the work seeking to establish the nomological variables that are antecedent to the market mavenism construct. The study drew from the confluence of the Two-step flow theory and the Stimulus Organism Response (SOR) theory, which provided theoretical lenses in understanding how various stimuli could possibly influence the maven tendency (organism) and the ultimate trial of new cosmetic products (response) by those mavens situated in the southern Gauteng region of South Africa. In view of achieving the overarching objective of this study, a sample survey was conducted in 2018 using a sample of female market mavens that were selected on referral basis, after applying the snowball sampling technique. In the cross-sectional based sample survey, a self-administered questionnaire was utilised. Drawing from the responses, a trichotomisation was developed, enabling the researcher to categorise the participants by including those individuals reporting either low (n=86), moderate (n=141) or high (n=248) maven tendency scores. Resultantly, the findings from a cross-section of 475 female mavens were admissible for statistical analysis. Drawing from the statistical analysis, the exploratory factor analysis (EFA) procedure steered the extraction of six components that are salient towards calibrating the tendency towards market mavenship among female consumers of cosmetic products. The scale items along these six components yielded acceptable internal consistency reliability (Cronbach’s alpha coefficients ranged between 0.792 and 0.876), whereas the results of the descriptive statistics revealed mean score rankings above 4.0 across the six components, thereby signalling agreeability among the participants with regard to the determinants of market maven tendency. Likewise, weak to moderate correlation coefficients that were positive and statistically significant (p <0.01) were also established in this work (ranging between +0.297 and +0.639). This inferred the existence oflinear and direct relationships among the variables examined in this work. Based on this, it was possible to conduct a structural equation modelling procedure. Prior to testing the hypothesised relationships, model fit of the measurement model was evaluated. Moreover, analysis of the statistical accuracy measures in terms of the reliability and validity of the measurement model pointed to the existence of a six-variable structure of new product trial, comprising consumer innovativeness, aspirational attractiveness, social norms influence, advertising efficacy, market maven tendency and new cosmetic products’ trial. Correspondingly, the direction and prediction among these constructs was tested by specifying a structural model. The structural model yielded adequate fit indices. In terms of prediction, the four constructs, namely consumer innovativeness (ß=+0.441; Z=9.292; p<0.01), social norms influence (ß=+0.339; Z=7.272; p<0.01), advertising efficacy (ß=+0.293; Z=6.607; p<0.01) and aspirational attractiveness (ß=+0.182; Z=4.099; p<0.01) were proven to have positive and statistically significant predictive influence on market maven tendency, in that order. Together, the four stimuli are presumed to explain approximately 43 percent of the variance in the tendency towards market mavenship among the responding female consumers. Market maven tendency was confirmed as a predictor of new product trial in this research (ß=+0.478; Z=8.448; p<0.01). This latter path proved that the tendency towards market maven behaviour explains approximately 23 percent on the variance in new product trial among female mavens. These maiden findings suggest that it is possible to anchor the construct of market maven tendency along a broader behavioural science theory, comprising selected stimulus elements. In particular, the results derived in this study demonstrate the three-fold orientation of the female maven in terms of innate (consumer innovativeness), context-based (social norms influence and advertising efficacy) as well as the desired or sought-after (aspirational attractiveness) stimuli that influence market maven tendency. In addition, the study confirmed that new product trial could act as an invaluable tool for raising awareness about the features and benefits of new cosmetic products. Based on these results, it is recommended that marketing managers capitalise on the contribution of market mavens as auxiliary dispensers of new beauty product information.