English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88668/118332 (75%)
Visitors : 23506555      Online Users : 260
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124906


    Title: 人們眼中的創新事物:以Uber台灣為例
    Innovation as in the eyes of its beholders: A case study on Uber adoption in Taiwan
    Authors: 宛家禾
    Wan, Joy Chia-Ho
    Contributors: 郭貞
    Kuo, Cheng
    宛家禾
    Joy Chia-Ho Wan
    Keywords: 創新事物
    人格特質
    創新屬性
    Innovation
    Perceived attributes of innovation
    Five-Factor Model
    Date: 2019
    Issue Date: 2019-08-07 16:42:09 (UTC+8)
    Abstract: 截至2019年4月為止,超過17萬家的新創公司分散在全球各地,販售他們的創新產品與服務。其中許多還未能讓人所熟知,就關門大吉。數據顯示,新創公司活不下去,百分之70的原因在於忽略人的因素。該研究以Uber為個案,企圖找出人與創新採納之間的關聯。研究從五大人格特質(Five Factor Model of personality)出發,檢視不同個性的人對一件創新事物是否有不同的觀感(perception),以及人格特質是否影響他們對於新事物的採用。研究以質、量化方式並行。分析後發現,創新事物的屬性如相容性、可試用性、複雜性能影響新事物的採用與否。不同的人格則有可能使人們對創新事物的觀感不同。研究也發現人們的需求對於創新事物的採納似乎也具影響力。
    There were over 170K startup companies introducing innovative products and services worldwide as of April 2019. Not all of them can survive long enough to carve their names, and many failed. Statistics showed that over 70 percent of new companies failed because they ignored people in their product designs or marketing strategies. Therefore, the study aims to find out the relationship between people and innovation adoption. Five Factor Model of personality and perceived attributes of innovation, one of the major concepts of Diffusion of Innovation, were employed to examine if there are links between the different personality traits and how people perceive the attributes of an innovation. Using Uber as a case study, the research used mixed methods combining quantitative and qualitative tools for data collection. The results concluded that an innovation’s attributes, including compatibility, trialability, and complexity, would influence innovation adoption. Also, different personality traits would perceive innovation attributes differently. Finally, people’s need should be addressed if an innovative product or service seeks to survive in the market.
    Reference: References
    1. Anic, G. (2007). The association between personality and risk taking. (Unpublished master’s thesis). University of South Florida, Florida.
    2. Alemi, F., Circella, G., Handy, S., & Mokhtarian, P. (2018). What influences travelers to use Uber? Exploring the factors affecting the adoption of on-demand ride services in California. Travel Behaviour and Society, 13, 88-104. doi: 10.1016/j.tbs.2018.06.002
    3. Ahmad, P.A., Ganaie, M.Y., & Suhial, A. (2015). Neuroticism of Physically Challenged Viz. Hearing Impaired and Speech Impaired Secondary School Students of Kashmir Division. Journal of Pharmacy and Alternative Medicine,7. Retrieved from https://www.iiste.org/
    4. Aslan, S. & Cheung-Blunden, V. (2012). Where does self-control fit in the Five-Factor Model? Examining personality structure in children and adults. Personality and Individual Differences, 53(5), 670-674. doi: 10.1016/j.paid.2012.05.006
    5. Bansal, G. (2010). Continuing E-book use: role of environmental consciousness, personality and past usage. Paper presented at the Proceedings of the Americas Conference on Information Systems (AMCIS), Lima, Peru.
    6. Barnett, T., Pearson, A.W., Pearson, R., & Kellermanns, F.W. (2015). Five-factor model personality traits as predictors of perceived and actual usage of technology. European Journal of Information Systems, 24(4), 374–390. doi: 10.1057/ejis.2014.10
    7. Berkeley Personality Lab. (2007). Retrieved from https://www.ocf.berkeley.edu/~johnlab/index.htm
    8. Central News Agency. (2019, June 18). Hundreds in Taipei take special exam for multipurpose taxi drivers. Retrieved from
    http://focustaiwan.tw/news/asoc/201906180024.aspx
    9. Chatterjee, S., Singh, N.P., Goyal, D.P., & Gupta, N. (Eds.). (2015). Managing in Recovering Markets. India: Springer
    10. Chen, X. & Zhang, X. (2016). How Environmental Uncertainty Moderates the Effect of Relative Advantage and Perceived Credibility on the Adoption of Mobile Health Services by Chinese Organizations in the Big Data Era. International Journal of Telemedicine and Applications. doi: 10.1155/2016/3618402
    11. Ciavarella, M.A., Buchholtz, A.K., Riordan, C.M., Gatewood, R.D., & Stokes, G.S. (2003). The Big Five and venture survival: Is there a linkage? Journal of Business Venturing, 19 (4), 465-483. doi: 10.1016/j.jbusvent.2003.03.001
    12. Cisternas-Godoy, E. (2016). Exploring individual differences in early adoption behavior of innovation. (Master’s thesis), Pontifical Catholic University of Chile, Santiago, Chile.
    13. Daniels, J. (2018, December 12). Los Angeles passes regulation targeting Airbnb and other short-term rental services. CNBC. Retrieved from https://www.cnbc.com/2018/12/12/los-angeles-passes-regulation-targeting-airbnb-rental-hosts.html
    14. Davis, C.K. (Ed.). (2003). Technologies & Methodologies for Evaluating Information Technology in Business. Hershey, PA: IRM Press.
    15. Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems : theory and results (Unpublished Doctoral dissertation). Massachusetts Institute of Technology, Cambridge.
    16. Duda, M.D. & Nobile, J.L. (2010). Fallacy of online surveys: no data are better than bad data. Human Dimensions of Wildlife, 15 (1). doi: 10.1080/10871200903244250
    17. Ercis, A. & Unalan, M. (2017). Relationship Among Big Five Personality Traits, Compulsive Buying and Variety Seeking. Journal of Management, Marketing and Logistics, 4 (3), 217-223. doi: 10.17261/Pressacademia.2017.483
    18. Flight, R. L., D’Souza, G., & Allaway, A.W. (2011). Characteristics-based innovation adoption: scale and model validation. Journal of Product & Brand Management, 20(5), 343–355. doi: 10.1108/10610421111157874
    19. Griffith, E. (2014, September 25). Why startups fail, according to their founders. Fortune. Retrieved from http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/
    20. Hasan, B. (2007). Examining the Effects of Computer Self-Efficacy and System Complexity on Technology Acceptance. Information Resources Management Journal, 20(3), 76-88. doi.org/10.4018/irmj.2007070106
    21. Hurley, J.R. (2010). Constructive Thinking and Firm Disagreement Versus Neuroticism and Mild Agreement: Asymmetric Correlations of Content and Response Measures. The Journal of Psychology Interdisciplinary and Applied 130(4):461-475. doi: 10.1080/00223980.1996.9915032
    22. Ioannou, F. (2019, March 21). SF Supervisor wants to ban Amazon Go, other cashless stores. San Francisco Gate. Retrieved from https://www.sfgate.com/business/article/san-francisco-cashless-stores-amazon-go-ban-13706544.php
    23. Khan, M.R.F., Iahad, N.A., & Miskon, S., (2014). Exploring the Influence of Big Five Personality Traits towards Computer Based Learning (CBL) Adoption. Journal of Information Systems Research and Innovation. Retrieved from https://seminar.utmspace.edu.my/jisri/
    24. Kokalitcheva, K. (2016, October 20). Uber Now Has 40 Million Monthly Riders Worldwide. Fortune. Retrieved from http://fortune.com/2016/10/20/uber-app-riders/
    25. Kolb, S.M. & Griffith, A.C.S. (2009). “I'll Repeat Myself, Again?!”: Empowering Students through Assertive Communication Strategies. Teaching Exceptional Children, 41(3), 32-36. doi: 10.1177/004005990904100304
    26. Konduri, N., Gupchup, G.V., Borrego, M.E., & Worley-Louis, M. (2006). Assessment of the reliability and validity of a stress questionnaire for pharmacy administration graduate students. College Student Journal, 40 (1), 78-90.
    27. Kras, S.G. (2018). The influence of personality on adoption of innovations: the case of Amazon Go. (Master's thesis), University of Amsterdam, Amsterdam, the Netherlands
    28. Lahti, M., Räikkönen, K., Lemola, S., Lahti, J., Heinonen, K., Kajantie, E., Pesonen, A.K., Osmond, C., Barker, D.J.P., & Eriksson, J.G. (2013). Trajectories of Physical Growth and Personality Dimensions of the Five-Factor Model. Journal of Personality and Social Psychology, 105(1). doi: 10.1037/a0032300
    29. Larsen, T.J. (2001). The Phenomenon of Diffusion. Paper presented at the TDIT: Working Conference on Diffusing Software Product and Process Innovations, Canada.
    30. Lee, D.K. (2019, April 27). AIT Deems Taiwan “Unfriendly for Innovators” Due to Uber Controversy. The News Lens. Retrieved from
    https://international.thenewslens.com/article/117994
    31. Li, L. & Cheng, T.F. (2019, March 27). Uber spat with Taiwan could force exit from market. Nikkei Asian Review. Retrieved from https://asia.nikkei.com/Business/Companies/Uber-spat-with-Taiwan-could-force-exit-from-market
    32. Lin, T.C. & Li., L. (2014). Perceived characteristics, perceived popularity, and playfulness: Youth adoption of mobile instant messaging in China. China Media Research, 10 (2), 60-71.
    33. Linton, J. & Walsh, S., (2013). The effect of technology on learning during the acquisition and development of competencies in technology‐intensive small firms. International Journal of Entrepreneurial Behavior & Research, 19(2). doi: 10.1108/13552551311310365
    34. Luo, Y. (2011). Strategic responses to perceived corruption in an emerging market: lessons from MNEs investing in China. Business & Society 50(2), 350-387. doi: 10.1177/0007650307313362
    35. Lynch, J. & De Chernatony, L., (2007). Winning Hearts and Minds: Business-to-Business Branding and the Role of the Salesperson. Journal of Marketing Management, 23(1-2), 123-135. doi: 10.1362/026725707X178594
    36. Matzler, K. & Mueller, J., (2011). Antecedents of knowledge sharing – Examining the influence of learning and performance orientation. Journal of Economic Psychology, 32(3), 317-329. doi: 10.1016/j.joep.2010.12.006
    37. McCrae, R.R. & Costa, P.T. Jr. (1999). A Five-Factor Theory of Personality. In L.A. Pervin & O.P. John (Eds.), Handbook of personality: Theory and research (2nd ed.). New York: Guilford Press.
    38. Michikyan, M., Subrahmanyam, K., & Dennis, J. (2014). Can you tell who I am? Neuroticism, extraversion, and online self-presentation among young adults. Computers in Human Behavior, 33, 179-183. doi: 10.1016/j.chb.2014.01.010
    39. Min, S., So, K.K.F., & Jeong, M. (2018). Consumer adoption of the Uber mobile application: Insights from diffusion of innovation theory and technology acceptance model. Journal of Travel & Tourism Marketing. doi: 10.1080/10548408.2018.1507866
    40. Mohr, J.J., Sengupta, S., & Slater, S.F. (2009). Marketing of High-technology Products and Innovations Third Edition. New Jersey: Pearson Education.
    41. Moore, G.C. & Benbasat, I. (1991). Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation. Information Systems Research, 2(3), 192-222. doi: 10.1287/isre.2.3.192
    42. Moutafi, J., Furnham, A., & Tsaousis, I. (2006). Is the relationship between intelligence and trait Neuroticism mediated by test anxiety? Personality and Individual Differences, 40 (3), 587-597. doi.org/10.1016/j.paid.2005.08.004
    43. Ng, S. (2016). Uber Technologies Inc. as a Disruptive Innovation. Retrieved from https://www.academia.edu/31782167/Uber_Technologies_Inc._as_a_Disruptive_Innovation
    44. Noelle-Neumann, E. (1974). The spiral of silence a theory of public opinion. Journal of Communication, 24 (2), 43-51. doi: 10.1111/j.1460-2466.1974.tb00367.x
    45. Panitz, C., Sperl, M.F.J., Hennig, J., Klucken, T., Hermann, C., & Mueller, E.M. (2018). Fearfulness, neuroticism/anxiety, and COMT Val158Met in long-term fear conditioning and extinction. Neurobiology of Learning and Memory, 55, 7-20. doi: 10.1016/j.nlm.2018.06.001
    46. Rauschnabel, P.A., Brem, A., & Ivens, B.S. (2015). Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior, 49, 635-647. doi.org/10.1016/j.chb.2015.03.003
    47. Rogers, E.M. (1983). Diffusion of Innovations (Third ed.). New York: Free Press.
    48. Rogers, E.M. (1995). Attributes of Innovations and Their Rate of Adoption. In Diffusion of Innovations (4th ed., pp. 212-244). New York: The Free Press
    49. Sánchez, V.B. & Sahuquillo, C.A. (2016). Environmental Proactivity and Environmental and Economic Performance: Evidence from the Winery Sector. Sustainability, 8(10), 1014. doi: 10.3390/su8101014
    50. Saleem, H., Beaudry, A., & Croteau, A.M. (2011). Antecedents of computer self-efficacy: A study of the role of personality traits and gender. Computers in Human Behavior, 27(5), 1922-1936. doi: 10.1016/j.chb.2011.04.017
    51. Sanson-Fisher, R.W. (2004). Diffusion of innovation theory for clinical change. The Medical journal of Australia, 180(6 Suppl):S55-6
    52. Schmitt, A., Rosing, K., Zhang, S.X., & Leatherbee, M. (2017). A Dynamic Model of Entrepreneurial Uncertainty and Business Opportunity Identification: Exploration as a Mediator and Entrepreneurial Self-Efficacy as a Moderator. Entrepreneurship Theory and Practice, 42(6), 835–859. doi: 10.1177/1042258717721482
    53. Shan, S. (2019, May 29). Ministry to push ahead with ‘Uber clause.’ Taipei Times. Retrieved from
    http://www.taipeitimes.com/News/taiwan/archives/2019/05/29/2003715991
    54. Shihab, M.R., Meilatinova, N., Hidayanto, A.N., & Herkules, G. (2017). Determinants of CAATT acceptance: Insights from public accounting firms in Indonesia. Procedia Computer Science, 124, 522-529. doi: 10.1016/j.procs.2017.12.185
    55. The Top 20 Reasons Startups Fail CB Insights. (2018). Retrieved from https://www.cbinsights.com/research/startup-failure-reasons-top/
    56. Tornatzky, L.G., & Klein, K.J. (1982). Innovation characteristics and innovation adoption implementation: A meta-analysis of findings. IEEE Transactions on Engineering Management, 29(1), 28–45
    57. Uber@UberTaiwan. (2019). Keep Moving Taiwan. Retrieved from https://www.facebook.com/UberTaiwan/
    58. Van Slyke, C., Belanger, F., & Comunale, C.L. (2004). Factors influencing the adoption of web-based shopping: the impact of trust. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 35(2), 32-49. doi: 10.1145/1007965.1007969
    59. What you can research. (2018). Retrieved from
    https://get.pitchbook.com/startup-data/?utm_source=google&utm_medium=cpc&utm_campaign=EG-Company-Data-Startup-AS&utm_term=startup%20company&_bt=327583549901&_bm=p&_bn=g&gclid=Cj0KCQjwyoHlBRCNARIsAFjKJ6A2Yj5Rw5_r9TIGSreYIELsBvEwhVp13Vpx8HmNXVkl8JsQjhqd9l8aAhsbEALw_wcB
    60. Wirtz, J. & Tang, C. (2016). Uber - Competing as Market Leader in the U.S. versus Being a Distant Second in China. In J. Wirtz & C.H. Lovelock, (Eds.) Services Marketing: People, Technology, Strategy (8th ed.). New Jersey: World Scientific
    61. Yan, Z. (2012). Encyclopedia of Cyber Behavior (Vol. 1). Hersey, PA: Information Science Reference.
    62. Yi, M.Y., Fiedler, K.D. & Park, J.S. (2006). Understanding the Role of Individual Innovativeness in the Acceptance of IT‐Based Innovations: Comparative Analyses of Models and Measures. Decision Sciences, 37(3). doi: 10.1111/j.1540-5414.2006.00132.x
    63. Zafar, M.K. & Rahman, U.H.F.B. (2018). Factors Influencing Adoption of Uber In Bangladesh And Pakistan. (Unpublished master’s thesis). Norwegian University of Science and Technology, Norwegian.
    64. Zhang, X., Yu, P., Yan, J., & Spil, I.T.A.M (2015). Using diffusion of innovation theory to understand the factors impacting patient acceptance and use of consumer e-health innovations: a case study in a primary care clinic. BMC Health Services Research, 15(71). doi: 10.1186/s12913-015-0726-2
    Description: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    984610042
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0984610042
    Data Type: thesis
    DOI: 10.6814/NCCU201900593
    Appears in Collections:[國際傳播英語碩士學程] 學位論文

    Files in This Item:

    File SizeFormat
    004201.pdf1890KbAdobe PDF19View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback