在高科技產業產品生命週期短、產品更新快速的生態下，為增強競爭優勢，企業不斷嘗試開發新的產品，期能貼近消費者需求並創造新的明星商品。有基於此，以創新擴散理論為立論依據，本研究以文獻調查方式，廣泛蒐集歷年來在市場上銷售的USB隨身碟，透過創新擴散模型的建立，探討在創新擴散過程中，不同時期產品屬性的變化。我們針對專家與一般消費者進行訪談，透過模型架構區分不同消費群體，以了解不同時期消費者對創新產品採用度的差異性，並據此了解產品如何擴散。研究結果發現：1. 除落後者外，產品性能與價格仍為其他時期消費者考量最重要之產品屬性，因此加快提升性能並降低價格，有助於創新產品的擴散。2. 不同時期的USB隨身碟造形，長條型仍為主流，在早期採用者時期開始有主題式特殊造形，爾後在晚期大眾時期出現迷你型隨身碟，造型則更豐富多元。3. 色彩材質方面，創新者時期多為黑白灰無彩色，材質也僅為塑膠本色及烤漆，在早期採用者時期出現彩色烤漆及金屬材質後，早期大眾時期則有更豐富的色彩變化，亦出現金屬電鍍等高質感的材質表現，多彩色及材質混搭變化則更為豐富。4.運用設計形式，提供更方便的使用方式，由創新者時期分離開蓋的雙手操作發展為旋轉、推拉、彈射開蓋或無蓋方式，便於單手操作，亦可避免蓋子遺失的困擾。5. 以產品擴散的時間維度來區隔消費群體形成的目標市場，進一步針對目標市場中顧客所重視的新產品屬性，可增進新產品的接受程度，增加企業新產品上市的成功率。6.許多供應商在早期大眾時先後成立直營門市，提供消費者更直接、優質且方便的銷售或售後服務，除了建構良好品牌形象及消費者信賴感外，亦可更貼近市場，了解消費者的需求。冀望研究成果可做為未來企業制定產品設計開發與策略之參考。

Within the ecological context of high-tech products, with their short life cycles and rapid product updates, businesses constantly attempt to develop new products to enhance competitive advantages and meet consumer demands better and create new best-selling products. This study conducts document analysis based on the innovation diffusion theory, for a comprehensive collection of data on USB flash drivers marketed over the years. By establishing an innovation diffusion model, we explored the changes in product attributes over different periods during the innovation diffusion process. We also conducted interviews with experts and general consumers; subsequently, we used a model framework for the segmentation of different consumer populations. This allowed us to examine the differences in the degree of innovative-product adoption by consumers among different periods, and understand product diffusion. Our study results showed that: 1. Except in the laggards stage, product performance and price were the most important product attributes for consumers in all other periods. Hence, accelerating the increase in performance and decrease in prices could facilitate the diffusion of innovative products. 2. The primary shape of USB flash drivers across different periods was predominantly a long rectangular strip. Special thematic shapes began to appear among early adopters, whereas mini flash drivers emerged during the late majority stage, with richer and more diverse shapes. 3. In terms of color and materials, during the innovators stage, UBS flash drivers were mostly monochromatic and the materials were unpainted or painted plastic. After the emergence of colored paint and metallic materials in the early adopter stage, richer color changes appeared in the early majority stage, along with metal plating and other high-quality material performance, leading to diverse changes in the combination of colors and materials. 4. The application of design forms provided more convenient usage methods. USB flash drivers developed from the removable cap with its two-handed operation during the innovators’ stage, to the rotating, push-pull, ejection cap, or cap less methods, which enabled one-handed operation, and prevented accidental loss of the cap. 5. The temporal dimension of product diffusion can be used to segment the target market to understand new-product attributes that customers in the target market emphasize. This will increase the degree of acceptance for new products, and enhance the success rates of businesses when marketing new products. 6. Many suppliers set up direct sales outlets before and after the early majority stage to provide consumers direct, high quality, and convenient sales or after-sales service. In addition to building good brand image and consumer trust, it also brings them closer to the market, and helps understand consumer needs better. Our results can serve as a reference for businesses in their formulation of product design and strategies in future.

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