To need, or not to need, that is the question

Chapter 6 conclusion

6.3 To need, or not to need, that is the question

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6.3 To need, or not to need, that is the question

The need to use an innovation was highlighted in the qualitative research of this study. In the case of Uber, the need was privacy or transportation. In the case of other innovations, the need could be something else. A product meeting the strong needs of potential consumers would cause them to adopt, regardless of their personality traits. Although the study had included personality and PAI in its discussion, it covered only the surface of innovation adoption research.

The reasoning of the human mind in adoption behavior is much more complicated than what the research can offer, and this too deserves future research.

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質化訪談問題

Q1: 你覺得 Uber 的一些特徵，例如說好不好用、叫車容不容易，或 APP 操作 困不困難，會不會影響人們使用與否?

Q1: Would the characteristics of an innovation, for example, its convenience or ease of use, affect whether people will use this innovation?

Q2: 什麼樣的人比較願意使用 Uber？

Q2: What kind of people, personality wise, are more willing to use Uber?

Q3: 什麼樣的人比較容易發現 Uber 相對於小黃的優點？

Q4: 什麼樣的人比較容易發現 Uber 跟小黃的相容之處？

Q3、O4: What kind of people, personality-wise, would discover the relative advantage or compatibility of Uber more easily?

can tell which car service saves more money.

Q5: 什麼樣的人比較願意試用 Uber？

Q5: What kind of people, personality wise, are more willing to try out an innovation?

Q6: 什麼樣的人比較不容易因為 Uber 使用複雜，而打退堂鼓?

Q6: What kind of people, personality wise, are less likely to be

intimidated by an innovation, because it is too difficult to understand?

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Q1: Would the characteristics of an innovation, for example, its convenience or ease of use, affect whether people will use this innovation?

People who are accustomed to dialing 55688 (a taxi service provided by Taiwan taxi ) might think Uber is as convenient as 55688, thus willing to adopt Uber. Convenient to use is very important.

非 Uber 使用者 K.J.:

The characteristics of Uber will influence whether or not I choose to adopt Uber. For example, I would consider credibility and safety issues. Whether the use of Uber is guaranteed by the government is very important. For women, safety is still the primarily concern. In the early days it was unsafe for females to take taxis, especially after Peng Wan-ru (彭婉如, a

prominent women movement figure in Taiwan) was killed while taking a taxi ride. It is terrifying. It is better for women to choose a taxi company

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that has earned government approval. But as to Uber, I would ask what it is? With doubts in my mind, I would not take risks and use Uber.

Q2: 什麼樣的人比較願意使用 Uber？

Q2: What kind of people, personality wise, are more willing to use Uber?

Personality-wise, those people who hold strong views about privacy would be more willing to use Uber, because people don’t have to hail a cab on the side of a road. Those who like to experience new stuff and those who are fashion-seekers are also more willing to take Uber. People who are highly paid may also tend to use Uber. They would wait for you like a private car chauffeur, instead of leaving once you are late.

非 Uber 使用者 K.J.:

It’s not necessarily about personality traits, it’s more about necessity.

Let’s say people who live in a rural area and have a certain need for transportation. It might be impossible for them to grab a taxi and go, and

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this is where Uber comes to mind. In fact, as long as Uber can be regulated, people of any personality traits would use Uber, even the conservative ones.

Uber 使用者 L.K.:

I think it must be like extraverts. They tend to have an open mind,

compared to other types of persons, because there are still some disputes about Uber in many countries. If you are not comfortable enough, you wouldn’t take Uber, if you look at past incidents. There are conflicts about licenses, especially with taxi drivers. Risk-taking people, something like that. Also, those people who are comfortable with sharing info with car company. You have to share with them your information and many things. You have to trust the company.

Uber 使用者 T.T.:

Firstly, it has to be people who are used to using mobile APPs. For example, when my mother first used Uber, she found the whole process annoying. She didn’t know how to locate the place where she wanted to go, and she typed addresses on the phone screen very slowly. But for

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someone who has gotten used to smartphone, things would get easier.

Secondly, people who want to save money are more likely to use Uber.

Uber offers discounts and promotions on a constant basis, and people who want to save would be attracted to these offers. Finally, those people who are comfortable with Internet finance are more likely to adopt Uber, because people need to give away credit card numbers.

Q3: 什麼樣的人比較容易發現 Uber 相對於小黃的優點？

Q4: 什麼樣的人比較容易發現 Uber 跟小黃的相容之處？

Q3、O4: What kind of people, personality-wise, would discover the relative advantage or compatibility of Uber more easily?

答:

People with high socio-economic status, people who have a special interest in transportation, and people who are fussy and attend to details are more likely to find out the relative advantage and compatibility of Uber, when compared with local taxis. Casual people don’t tend to recognize the differences between Uber and local taxis.

非 Uber 使用者 K.J.:

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People with a higher need for privacy might find out the differences (the relative advantage and compatibility) between a new service and existing ones since they are always searching for transportation tools that protect their privacy more. Take Han Bing, daughter of Kaohsiung mayor, was once caught off guard and taken pictures by someone as she got off a taxi car. She might want to find an alternative way to transport, rather than taking the local taxis.

Uber 使用者 L.K.:

對科技比較有研究的人，比較容易分辨一項新科技的優異與相容之處。

Uber user, L.K.:

Tech-savvy people. They feel comfortable using technology and can tell relative advantage and compatibility more easily than other people.

Uber 使用者 T.T.:

Those people who have a constant need to travel by taxi would notice the relative advantage/compatibility of Uber. People who only take a taxi once in the while would not recognize the differences between the two.

My mother, for example, is now an Uber user as she grew older and no longer rides a motorcycle. She noticed that Uber has lots of offers, and she can tell which car service saves more money.

Q5: 什麼樣的人比較願意試用 Uber？

Q5: What kind of people, personality wise, are more willing to try out an innovation?

答:

非 Uber 使用者 D.L.:

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The mobile phone generation, are more likely to try out Uber. People who have a habit of using APPs are also likely to give Uber a try. People who put great emphasis on their images may also want to try Uber. They may want to take Mercedes one day and BMW the other day.

I think that those who are good at planning ahead may want to try Uber more than other people. People who prefer things well-planned may not like to hail a taxi by the roadside. They are more likely to cooperate with certain taxi companies for a long period of time. In addition, people who are conservative, phobias, or having difficulty in facing strangers may also try Uber. They want to use only certain taxi services and not having to see new faces each time they take a taxi.

Must be people who are used to this type of services before. If you never use that, it would not be comfortable to use it. For example, I already used

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Uber before, when I traveled to the US. The company asked me to use Uber for every single travel I had to make within the US. So I am

comfortable to use it.

The first time I tried Uber was not because of necessity, but because I was interested in it. Just curious. I later found out that it was kind of

convenient, and then I grew to have a preference of it over other taxi services. Sometimes, you give an address to the driver and he still has no idea where it is. But with Uber, it would locate the destination for you. I don’t even need to describe how to get there.

Q6: 什麼樣的人比較不容易因為 Uber 使用複雜，而打退堂鼓?

Q6: What kind of people, personality wise, are less likely to be

在文檔中人們眼中的創新事物：以Uber台灣為例 - 政大學術集成 (頁 67-89)