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研究生：	張堂柏 Chang, Tang-Po
論文名稱：	手機產品創新程度、知覺性能、知覺可用性及效用之研究 A Study on Product Newness of Mobile Phone, Perceived Capability, Perceived Usability and Utility
指導教授：	蔡東峻 Tsai, Dung-Chun
學位類別：	碩士 Master
系所名稱：	管理學院 - 電信管理研究所 Institute of Telecommunications Management
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	99
中文關鍵詞：	產品創新程度、先前知識、知覺產品性能、知覺產品可用性
外文關鍵詞：	Product Newness, Prior Knowledge, Perceived Product Capability, Perceived Product Usability
相關次數：	點閱：157 下載：3
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近年來，廠商不停地將創新產品推陳出新。尤其是在電信產業中，手機製造商致力於開發新的手機，提升其原有的功能，或甚至是加入新的功能。因而，提升現有功能之手機即成為了漸進式新產品，而加入新功能的手機成為了完全式新產品。當消費者面對創新產品，其會由產品的兩種面向來衡量之，分別是消費者認知的產品性能與產品可用性。而再根據此兩種面向，消費者可產生對於產品的整體評價，亦即為效用。除此之外，每位消費者對於手機所擁有的先前知識程度不同，其所擁有的先前知識多寡亦會影響到知覺產品性能與知覺產品可用性的評價。本研究旨在了解產品創新程度以及消費者先前知識多寡對於消費者產品評價的影響。此外，本研究亦著眼於產品使用前後對於消費者重視的面向之改變。在本研究中，共以兩次調查來驗證假設是否成立。
本研究進行了兩次調查，一次為2x2(產品創新程度、先前知識)的實驗，另一次則是2(產品使用：使用前、使用後)的網路問卷發放。我們得到結論如下：
1. 相較於漸進式新產品，完全式新產品擁有較高的知覺產品性能，但具有較低的知覺產品可用性。
2. 先前知識在產品創新程度影響知覺產品性能的過程具有顯著干擾效果；但先前知識在產品創新程度影響知覺產品可用性的過程中不具有顯著干擾效果。
3. 在產品使用前，消費者於衡量預期效用時，較為重視知覺產品性能。在產品使用後，消費者於衡量體驗效用時，較為重視知覺產品可用性。

New products are proliferating everywhere, especially in the telecom industry. Handset vendors endeavor to develop mobile phones; features are being upgraded or added into mobile phones, and they are becoming incrementally new products (INPs) or really new products (RNPs). When consumers are faced with new products, they tend to evaluate them from two dimensions, which are their perceptions of product capability and product usability. According to these dimensions, they can form an overall evaluation about products, which is utility. In addition, consumers have different levels of prior knowledge in the area of mobile phones, and their accumulation of prior knowledge can also influence their perceptions regarding product capability and usability. This research mostly focuses on the effect of product newness and prior knowledge on consumers’ product evaluations. Moreover, this research also involves an interest in consumers’ changes in emphasis during different product usage situations. In this research, we use two studies to examine whether our hypotheses are true or not.
We do two studies in our research. One is a 2x2 (Product Newness, Prior Knowledge) experiment, and the other is a 2 (Product Use: Before Use, After Use) survey. We summarize our research results as follows:
1. Compared to INPs, RNPs have higher product capability but lower product usability.
2. Prior knowledge can moderate the effect of product newness and perceived product capability but it cannot moderate the effect of product newness and perceived product usability.
3. Before product use, consumers place more weight on product capability when they evaluate product utility. After product use, consumers place more weight on product usability when they evaluate product utility.

Chapter1 Introduction	1
1	Research Background	1
2	Motivation	2
3	Objectives	5
4	Research Procedure	5
Chapter 2 Literature Review	7
1 New Product	7
1.1 Introduction of New Products	7
1.2 Really New Products and Incrementally New Products	8
2 Perceived Product Capability and Perceived Product Usability	10
3 The Effect of Product Newness on Perceived Product Capability and Perceived Product Usability	12
4 Prior Knowledge	13
5 Moderating Effect: Prior Knowledge on the Effect of Product Newness and Perceived Product Capability and Perceived Product Usability	15
6 The Relative Weight of Product Capability and Product Usability on Product Evaluations	17
Chapter 3 Methodology	20
1 Research Framework	20
2 Research Hypotheses	21
3 Research Method	22
3.1 Experimental Design	22
3.2 Sample	22
3.3 Stimuli	23
3.4 Measure	24
3.5 Pretest	28
3.6 Procedure	31
4 Data Analysis	34
4.1 Reliability Analysis	34
4.2 t-Test	34
4.3 Analysis of Variance (ANOVA)	35
4.4 Regression	35
Chapter 4 Analyses and Results	36
1 Sample Characteristics of Study 1	36
2 Manipulation Check and Reliability Analysis	39
2.1 Manipulation Check	40
2.2 Reliability Analysis	40
3 Hypotheses Testing	42
3.1 The Effect of Product Newness and Prior Knowledge on Perceived Product Capability	43
3.2 The Effect of Product Newness and Prior Knowledge on Perceived Product Usability	44
4 Sample Characteristics of Study 2	46
4.1 Sample Characteristics for Before Use Condition	47
4.2 Sample Characteristics for After Use Condition	49
5 Reliability Analysis	51
5.1 Reliability Analysis in Before Use Condition	51
5.2 Reliability Analysis in After Use Condition	54
6 Hypotheses Testing (Stimulus: iPhone 4S)	58
7 Hypotheses Testing (Stimulus: Siri)	60
8 Hypotheses Results Summary	62
Chapter 5 Conclusions and Suggestions	64
1 Conclusions	64
1.1 RNPs with Higher Product Capability but Lower Product Usability	64
1.2 Prior Knowledge as a Moderator with One Supported Moderating Effect	65
1.3 Relative Weight of Perceived Product Capability and Perceived Product Usability on Expected Utility and Experienced Utility	66
2 Implications	66
2.1 Handset Vendors can develop new features which create new benefits for users and can embed features into mobile phones.	67
2.2 Marketers should promote different newness of product to consumers with different level of prior knowledge.	67
2.3 Marketers should balance product capability and product usability when marketing products.	67
3 Limitations and Further Research	68
3.1 Limitations	68
3.2 Further Research	69
References	70
Appendix 1 Questionnaire of Pretest	74
Appendix 2 Experiment Manipulation	83
Appendix 3 Questionnaire of Experiment (Study1)	87
Appendix 4 Questionnaire of Study 2	92
                                    

Website, Online News
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Wall Street Pit(2012), TR50 : The 50 Most Innovative Companies. Retrieved from: http:// wallstreetpit.com/90477-tr50-the-50-most-innovative-companies.
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