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研究生：	班杰明 Holliday, Benjamin
論文名稱：	The Effects of Various Perceived Values on Timelines to Adopt Technology The Effects of Various Perceived Values on Timelines to Adopt Technology
指導教授：	張巍勳 Chang, Wei-Shiun
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所 Institute of International Management
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	86
外文關鍵詞：	Diffusion model of innovations, Stand-alone value, Network externality value, Epistemic value, Social value, Emotional value, Consumer adoption timeline
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This research is directed with the intention of contributing towards the realm of

innovation and new technology diffusion, with a particular focus upon the individual

diffuser category adopters’ motivations for adopting a particular innovation. Rogers

initially defined the diffuser categories based upon a timeline in which each adopter

accepts and, ultimately, adopts a particular innovation relative to other adopters. The

motivations of a particular diffuser category to adopt, as defined throughout this

research, are based upon the constructs within various value creation theories, namely

stand-alone value, network externality value, epistemic value, social value, and

emotional value. Furthermore, in most instances these values have been linked with

the most relevant sub-values, aimed to further narrow the scope of the true motivation.

The ultimate aim of this research is to determine which of the perceived values prove

most significant in any particular diffuser category consumer’s decision to adopt, and

more critically, at which point in time, relative to other adopters, said consumer

decides to adopt.

ABSTRACT ...................................................................................................................I

TABLE OF CONTENTS ..............................................................................................II

LIST OF TABLES .....................................................................................................VII

LIST OF FIGURES.....................................................................................................IX

CHAPTER ONE INTRODUCTION ............................................................................ 1

1.1 Research Background...................................................................................... 1

1.2 Research Motivation........................................................................................ 2

1.3 Research Gap................................................................................................... 3

1.4 Research Objectives. ....................................................................................... 3

1.5 Research Structure........................................................................................... 4

CHAPTER TWO LITERATURE REVIEW................................................................. 5

2.1 Theoretical Background. ................................................................................. 5

2.1.1 Perceived Value. ................................................................................... 5

2.1.2 Stand-Alone Value. ............................................................................... 5

2.1.3 Network Externality Value.................................................................... 6

2.1.4 Epistemic Value. ................................................................................... 6

2.1.5 Social Value. ......................................................................................... 7

2.1.6 Emotional Value.................................................................................... 8

2.2 Diffusion Model of Innovations. ..................................................................... 8

2.2.1 Innovations............................................................................................ 9

2.2.2 Time....................................................................................................... 9

2.3 Individual Characteristics According to Rogers............................................ 10

2.3.1 Innovativeness..................................................................................... 10

2.4 Diffuser Categories According to Rogers. .................................................... 11

II

2.4.1 Innovators. .......................................................................................... 11

2.4.2 Early Adopters. ................................................................................... 11

2.4.3 Early Majority..................................................................................... 12

2.4.4 Late Majority. ..................................................................................... 13

2.4.5 Laggards. ............................................................................................ 13

2.5 Consumer Adoption Timeline. ...................................................................... 14

2.6 Hypotheses Development.............................................................................. 14

2.6.1 Intention, Action, and Timing. ............................................................ 14

2.6.2 Stand-Alone Value. ............................................................................. 15

2.6.3 Network Externalities Value. .............................................................. 17

2.6.4 Epistemic Value. ................................................................................. 18

2.6.5 Social Value. ....................................................................................... 19

2.6.6 Emotional Value.................................................................................. 21

CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY...................... 23

3.1 Conceptual Model.......................................................................................... 23

3.2 Definition of Variables. ................................................................................. 24

3.3 Summary of Hypotheses................................................................................ 24

3.4 Construct Measurements. .............................................................................. 25

3.4.1 Stand-alone value................................................................................ 26

3.4.2 Network externality value. .................................................................. 27

3.4.3 Epistemic value. .................................................................................. 27

3.4.4 Social value......................................................................................... 28

3.4.5 Emotional value. ................................................................................. 28

3.4.6 Consumer Adoption Timeline. ............................................................ 29

3.5 Research Sample............................................................................................ 31

III

3.6 Method of Analysis. ...................................................................................... 32

3.6.1 Descriptive Statistics........................................................................... 32

3.6.2 Factor Analysis. .................................................................................. 32

3.6.3 Multinomial Logistic Regression Model............................................. 32

3.7 Pretest Results................................................................................................ 33

3.7.1 Pretest Statistics.................................................................................. 33

3.7.2 Pretest Adjustments............................................................................. 34

3.7.3 Consumer Adoption Timeline Measurements. .................................... 34

CHAPTER FOUR RESEARCH RESULTS............................................................... 36

4.1 Descriptive Analysis...................................................................................... 36

4.1.1 Data Collection................................................................................... 36

4.1.2 Characteristics of Respondents........................................................... 36

4.2 Variable Measurement................................................................................... 37

4.2.1 Descriptive Statistics........................................................................... 37

4.2.2 Dependent Variable Measurement...................................................... 38

4.2.3 Model 1: Control Variable Multinomial Logistic Regression. ........... 41

4.2.4 Models 2 and 3: Goodness-of-Fit Statistics........................................ 43

4.2.4 Model 2: Independent Variable Multinomial Logistic Regression..... 44

4.2.5 Model 3: Independent and Control Variable Multinomial Logistic 

Regression. .......................................................................................... 46

4.3 Testing Hypothesis 1a and 1b........................................................................ 48

4.4 Testing Hypothesis 2a and 2b........................................................................ 50

4.5 Testing Hypothesis 3a and 3b........................................................................ 51

4.6 Testing Hypothesis 4a and 4b........................................................................ 54

4.7 Testing Hypothesis 5. .................................................................................... 56

IV

CHAPTER FIVE CONCLUSION AND SUGGESTIONS ........................................ 57

5.1 Research Conclusions.................................................................................... 57

5.2 Theoretical Implications................................................................................ 60

5.3 Managerial Implications................................................................................ 60

5.4 Limitations and Recommendations. .............................................................. 63

REFERENCES............................................................................................................ 65

APPENDICES............................................................................................................. 68

Appendix 1: Research Questionnaire Factors: Stand-Alone Value..................... 68

Appendix 2: Research Questionnaire Factors: Network Externality Value ........ 69

Appendix 3: Research Questionnaire Factors: Epistemic Value......................... 70

Appendix 4: Research Questionnaire Factors: Social Value............................... 70

Appendix 5: Research Questionnaire Factors: Emotional Value ........................ 71

Appendix 6: Demographics: Gender................................................................... 72

Appendix 7: Demographics: Age ........................................................................ 72

Appendix 8: Demographics: Education............................................................... 72

Appendix 9: Demographics: Monthly Salary...................................................... 72

Appendix 10: Demographics: Hometown ........................................................... 72

Appendix 11: Demographics: Current Residence Region................................... 73

Appendix 12: Time-1 Measurement Results....................................................... 73

Appendix 13: Time-2 Measurement Results....................................................... 73

Appendix 14: Time Measurement and Diffuser Category Results...................... 74

Appendix 15: Demographic Multinomial Regression: Laggard Base Outcome. 74

Appendix 16: Demographic Multinomial Regression: Majority Base Outcome 76

Appendix 17: Construct Multinomial Regression: Laggard Base Outcome ....... 77

Appendix 18: Construct Multinomial Regression: Majority Base Outcome ...... 78

V

Appendix 19: Construct & Demographic Multinomial Regression: Laggard Base 

Outcome........................................................................................................ 79

Appendix 20: Construct & Demographic Multinomial Regression: Majority Base 

Outcome........................................................................................................ 81

Appendix 20: Social Value Factors & Demographic Multinomial Regression: 

Laggard Base Outcome ................................................................................ 82

Appendix 20: Social Value Factors & Demographic Multinomial Regression: 

Majority Base Outcome................................................................................ 84

Appendix 21: Marginal Probabilities: Stand-Alone Value Towards Laggards... 85

Appendix 22: Marginal Probabilities: Network Externality Value Towards Early 

& Late Majorities.......................................................................................... 85

Appendix 23: Marginal Probabilities: Epistemic Value Towards Innovators & 

Early Adopters.............................................................................................. 85

Appendix 24: Marginal Probabilities: Epistemic Value Towards Late & Early 

Majorities...................................................................................................... 85

Appendix 25: Marginal Probabilities: Social Value Towards Laggards............. 86

Appendix 26: Marginal Probabilities: Social Value Towards Innovators & Early 

Adopters........................................................................................................ 86

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