從創新傳佈觀點探討影響PDA採用意願的因素：以新竹縣市為例
Explore factors influencing PDA adoption intention from diffusion of innovation: Exemplified by Hsin Chu County

施韻茹、杜曉苑、曾武清
Shih, Yun Ru、Du, ShiuYuan、Tseng, Wu Ching

科技發展日新月異，資訊家電產品（簡稱IA）成為市場新寵，尤以個人數位助理（簡稱PDA）最具代表，然而PDA目前卻面臨推廣瓶頸。本研究採用Rogers的創新傳佈理論，檢驗影響PDA採用意願的因素，並嘗試納入生活型態理論，以呈現不同採用意願者間的生活面貌差異。本研究利用電訪調查，結果發現：只有科技結叢變項與PDA採用意願呈現顯著相關，至於社經地位、媒體使用以及生活型態等變項皆無相關，由於與以往新事物傳佈研究並不符合，便進一步透過焦點團體訪談得知，唯有產品功\能符合個人動機需求，才會提昇採用意願，促成採用決策。因此，建議IA業者在推廣PDA等專殊化產品時，必須貼近消費者需求，才能有效開拓市場。

With the explosion of technology development, Information Appliance(IA) products becomes more and more popular, especially on behalf of PDA (Personal Digital Assistant). However, PDA is confronting its promotion bottleneck. By using diffusion of innovaiton and lifestyle theory, hence, this study aims to examine the factores influencing adopting PDA intentioin. A telephone survey is used to collect data. Data shows only "technology cluster" is significantly related to adoption intention among four variables examined in ths study. The outcomes contradicts to the literatures reviewed. A focus group, therefore, is done to re-investigate if there ’s another existent facotres. The results points out "need" is the key element to push people to adopt innovation.

生活型態，科技結叢，個人數位助理，創新傳佈

lifestyle, technology cluster, PDA, diffusion of innovation

2003.09.06

已授權

8C-5.pdf