從創新傳佈的角度探討採用WAP電信加值服務之影響因素：以新竹市及台北市為例
Discuss the key factors of influencing consumers to adopt WAP service by "diffusion of innovation" theory: A study in HsinChu and Taipei

張意曼、陳柏宏
Chang, Yi Man、Chen, Po Hung

本研究之研究目的是針對Rogers(1995)提出在創新擴散的過程中，產品的創新特質影響消費者採用新事物之論述進行實證研究;其次驗證媒介使用、科技集群以及人口特質與創新擴散採用者之關係,並希望藉由探討相關因素，提供未來有意進入該市場之業者參考。經過實證分析之後發現Rogers(1995)所提出創新事物特質影響新事物擴散之論述在台灣地區WAP電信加值服務擴散過程中可以得到驗證，其中相對利益、複雜性及相容性在不同意願之消費者中有顯著差異，對於WAP的新事物特質越認同者，其接受意願越高。此外，在不同意願強弱的消費者之中，媒介使用、科技群集以及人口特質等變項並沒有顯著的差異。

WAP service is an innovation for most people in Taiwan. The purpose of this research is apply five factors that are "relative advantage", "compatibility", "complexity", "triability" and "observability" to adopting innovation in "innovation diffusion" theory based on Rogers (1995) and aimed to discuss how these innovation characteristics influence consumers ’ different willing intensity. Meanwhile, consumers ’ demographic variables, media-use and technology clustering are another three dimensions to probe consumers ’ willing intensity. The first finding is that consumer ’s different willing intensity to adopt WAP Service have significant difference in "relative advantage", "complexity" and "compatibility". The secondary finding is that consumer ’s different willing intensity to adopt WAP Service have no significant in demographic variables、media-use and technology clustering.

創新傳佈，無線行動上網，媒介使用，科技群集，WAP

diffusion of innovation theory, media use, WAP, technology clustering

2002.06.28

已授權

2B-1.pdf