無線網際網路服務使用者之創新性研究

Abstract

數位科技的進步，網際網路的興起，電信的自由開放競爭，使技術不斷創新，活絡了整個經濟市場，企業不斷利用創新科技提供新興服務，促使消費者對新商品（服務）的認知體系更顯多樣化，故深入的瞭解消費者成為當今新科技行銷的一項重點課題。
針對無線手機上網此一新型服務，本研究採用「適應／創新認知型式」及對消費事物「涉入程度」兩項量表，瞭解「創新消費者」的特質，這群無線手機上網的使用者，傾向有較高的創新性，對消費事物也有較高的涉入度。The progress of the digital technology, the rapid penetration of the Internet, the nee competition of the telecommunication, all those phenomena made the market become more active. The companies must provide better services for customers, by which they can get benefit. Understanding their customers deeper is the most important for the tech marketing. This study employs ”adoption-innovation” cognitive styles and ”the personal involvement” as two variables analyzing the characteristics of the innovation-oriented consumers. The objective of the study is to understand the user's characteristics of those use WAP services and their behaviors. The findings show that WAP services adopters tend to demonstrate more high innovation and personal involvement.