This study focuses primarily on the digital set top box, trying to explore the affects of consumer innovative traits and imitative traits to new product adoption process. The purposes of this study are (1) Explore the affects of consumer innovative traits and imitative traits to new product adoption process; (2) Explore the relations between of consumer innovative traits and imitative traits and cluster by different lifestyle; (3) Explore the relations between of consumer innovative traits and imitative traits and different variables of population statistics.
Research population of this study is EMC cable TV subscribers. Islandwide, EMC has 13 SOs with a majority stake. It serves 1049511 cable TV subscribers. The research was executed by questionnaire survey. The research survey was conducted in stratified sampling for EMC cable TV subscribers, the size of the sample is 1290, in which the sample distribution by area, and the valid return rate is 71.83%. For the area distribution of the sample, proportion of north area is 63.88%, central area is 12.4% and south area is 23.72%.
Results of this study find that new product adoption process affects by consumers innovative traits and imitative traits. Three types of lifestyle were found, namely: Tradition-Active, Technology-Fashion Style, and Cautious-Conservative, and collect while dividing consumers into cluster with different lifestyle. The cluster also have different innovate and imitate traits. Hence, use innovate and imitate index, can also separate market, and form different goal markets. The cluster of lifestyle will match application with innovate and imitate traits, can describe that each collects the characteristic of group more accurately.