高科技產品的應用從早期應用在科學到軍事至政府到企業最後廣為消費者接受，現在相當多的高科技產品已成為家庭的消費性產品。高科技產品日益推陳出新而消費者的接受度也因為個人特色的不同而有差異。本研究根據Boyd ＆Mason(1999)、Midgley(1993)、Holak(1988)等學者所提出之個人層次消費者採用處理模型（Model of the Individual-level Consumer Adoption Processes）為基礎，將消費者依據Moore（1995）、Rogers(1983) 及Bass (1969)的創新擴散模型，以事後分群的方式區分不同個人特色的消費群體；並探究新產品屬性對於不同群體的消費者的吸引力和此屬性是否影響消費者購買意願。
綜觀過去新產品相關的研究，部分以創新擴散為主題，少部分則探討消費者對產品屬性的評估。本研究主要整合兩項議題，採用情境設計方式，探討不同特色的消費者對於新產品的屬性評估及此屬性是否影響不同消費群體的購買意願。據此研擬發展出研究架構及研究假設，並根據實證結果提供管理者更進一步認識消費者評估新產品的過程，且依據產品擴散的時間維度來區隔消費群體形成目標市場，更進一步針對目標市場凸顯此一目標顧客所重視的新產品屬性，以增進新產品的接受程度，以增加企業新產品上市的成功率。最後則提出未來新產品研究議題的後序實證研究方向。

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