A Study on the Characteristics of High-technology Product and Its Marketing Strategy from the Viewpoint of Consumers and Firms

Literatures are reviewed to develop research framework and hypotheses. In order to collect the empirical data, a personal survey was conducted with married women in Tainan city as subjects.

The major findings are as follows: (1) the characteristics of a high-tech product affect consumer\'s perceived risk significantly except that time risk is not influenced by the complexity of a high-tech product. (2) Consumer\'s perceived risk regarding a high-tech product does affect his or her purchase decision process. (3) When the perceived risk of the high-tech product is high, a husband is more likely than a wife to be the final decision-maker.