感知产品创新的作用结果及其机制研究

发布时间：2019-05-18 12:44

【摘要】：十八大以来,建设创新型国家,以创新促发展,已成为党和国家的重要战略和执政方针,创新对于实现伟大中国梦具有重要的现实意义。企业作为国家创新体系中的主力军,承担着重要的任务和使命。尽管每年各大企业会在产品创新上投入大量的资金,但创新的成功率却并不高,即便是在市场成熟度较高的美国,新产品开发的成功率也仅为16%左右。究其原因,主要在于营销者对产品创新性的认识与消费者存在着显著差异(Calantone等,2006)。创新是国内外管理研究的重要话题。然而,以往的创新研究主要从企业客观的技术创新角度出发,研究创新类型(Robert和Veryzer,1998)、创新能力(Guan,2003)、创新的组织形式(Tsai,2001)等方面对企业绩效的影响,却忽略了消费者对企业和产品创新的主观感知和看法(Kunz等,2011)。感知产品创新主要考察的是消费者对产品或服务创新的主观感知和判断。与企业客观视角的创新研究不同,该领域研究强调以顾客为创新判断的主体,要求企业站在消费者视角上审视产品或服务的创新性,它开创了创新研究的新视角,是继消费者创新(consumer as innovators)和消费者创新性(consumer innovativeness)之后从消费者视角研究创新的“第三路经”,也是近年来西方创新研究领域中的热点问题。本文在全面回顾国内外感知产品创新研究成果的基础上,发现感知产品创新影响作用研究是该领域研究的薄弱环节。在相关研究中,关于感知产品创新与消费者行为之间关系的研究还很少,且仅有的研究注重考察感知产品创新对消费者行为的直接影响作用,很少研究关注其作用机制。另外,现有研究侧重考察感知产品创新对消费者态度和行为的影响,而从品牌角度考察感知产品创新作用结果的还很少。针对现有研究的不足,本文提出了以下两个研究问题：(1)从消费者行为角度,分析感知产品创新对新产品购买意愿的影响机制；(2)从品牌角度,分析感知产品创新对品牌资产的影响机制。本文根据研究目标和内容,在已有研究的基础上,结合信息经济学、认知心理学、传播学和营销学等学科知识和理论,构建了本研究的两个概念模型。为了更好地模拟消费者购买和选择新产品的情境,本文主要采用实验法进行数据收集,以科技类产品为例,针对212位有效样本,通过为期15周的纵向实验,共发放调查问卷1826份,回收有效问卷1585份。在数据分析上,本文采用SPSS19.0和Lisrel8.7统计软件,运用探索性因子分析、验证性因子分析、多元回归分析和结构方程模型对所提出的概念模型进行了实证检验。最后,本文基于实证研究结论从提升新产品开发绩效和提升品牌资产两个方面给出了具体的管理建议。本文的创新点主要体现在以下三个方面：(1)从消费者行为角度,揭示了感知产品创新对新产品购买意愿的作用机制。以往研究大都从单一维度考察感知产品创新对消费者行为的直接影响作用,但感知产品创新本身是一个复杂的多维度概念,以往的这些研究并不能完全揭示出感知产品创新与新产品购买意愿之间的复杂关系,也不足以对企业的创新实践提出更有针对性的建议。本研究引入中介和调节变量,从不同维度加以研究和分析,明确了感知产品创新对新产品购买意愿的具体作用关系,得到了更具实践意义的研究结论。(2)从品牌角度,揭示了感知产品创新对品牌资产的作用机制。目前很少研究关注感知产品创新对品牌的影响作用,且在品牌资产的影响因素研究中,也很少有学者探讨过创新与品牌资产的关系。本研究关于感知产品创新对品牌资产作用机制的探讨,有助于弥补以上研究的不足。同时,也可以为企业提升品牌资产提供新的思路和方法。(3)关于消费者创新性调节作用的探讨。现有研究大都将消费者创新性作为影响新产品扩散的重要变量加以考察,本研究在探讨感知产品创新与品牌资产之间关系时,引入消费者创新性这个变量,明确了创新性较强的消费者在品牌管理中的作用,丰富了已有研究成果。
[Abstract]:Since the 18th century, the construction of an innovative country has become an important strategy and the governing policy of the Party and the country, and it is of great practical significance to realize the great Chinese dream. As the main force in the national innovation system, the enterprise has an important task and mission. The success rate of innovation is not high, even in the US where the market maturity is high, and the success rate of new product development is only about 16%, even in the United States with high market maturity. The reason is that marketers have a significant difference in product innovation (Calanone et al.,2006). Innovation is an important topic of domestic and foreign management research. However, the past innovation research is mainly from the objective technical innovation angle of the enterprise, and the influence of the innovation type (Robert and Veryzer,1998), the innovation ability (Guan,2003) and the innovative organization form (Tsai,2001) on the performance of the enterprise is studied. It ignores the consumer's subjective perception and perception of enterprise and product innovation (Kunz et al.,2011). Perceptual product innovation mainly focuses on the consumer's subjective perception and judgment of product or service innovation. Different from the innovation of the objective perspective of the enterprise, the research in this field emphasizes the innovation of the product or service by the customer as the main body of the innovation judgment, and it creates a new perspective of the innovation research. It is a hot issue in the research field of western innovation in recent years, which is the "the third path" of research and innovation from the perspective of consumers following consumer innovation and consumer innovation. This paper, based on the comprehensive review of the research results of the product innovation at home and abroad, has found that the research on the effect of the innovation of the perceived product is the weak link of the research in this field. In the relevant research, there is little research on the relationship between the product innovation and the consumer's behavior, and only the research focuses on the direct impact of the product innovation on the consumer's behavior, and few research focuses on its mechanism of action. In addition, the existing research focuses on the study of the effect of perceived product innovation on the attitude and behavior of consumers. In view of the shortcomings of the existing research, the following two research questions are put forward: (1) from the perspective of the consumer's behavior, the mechanism of the impact of the product innovation on the new product's will to purchase is analyzed; and (2) the influence mechanism of the product innovation on the brand's assets is analyzed from the brand angle. Based on the research object and content, this paper constructs two conceptual models of this study on the basis of the existing research, combining with the knowledge and theory of information economics, cognitive psychology, communication and marketing. In order to better simulate the situation of consumers' purchase and selection of new products, this paper mainly uses the experimental method to collect the data, taking the scientific and technological products as an example, through a 15-week longitudinal experiment, a total of 1826 questionnaires were issued, and 1585 of the effective questionnaires were collected. Based on the data analysis, this paper makes an empirical study on the proposed conceptual model by using the statistical software of SPSS19.0 and Lisr.7, using the exploratory factor analysis, the confirmatory factor analysis, the multiple regression analysis and the structural equation model. Finally, based on the empirical study, the paper gives a specific management suggestion from two aspects of improving the performance of the new product and improving the brand's assets. The innovation point of this paper is mainly embodied in the following three aspects: (1) From the perspective of the consumer's behavior, the mechanism of perceived product innovation's willingness to purchase new products is revealed. In the past, the direct effect of product innovation on consumer behavior is studied from a single dimension, but the perception of product innovation itself is a complex multi-dimensional concept. The past studies do not fully reveal the complex relationship between the perceived product innovation and the new product's purchase will, and it is not enough to put forward more specific suggestions on the innovation practice of the enterprise. This study introduces the mediation and adjustment variables, and studies and analyzes the different dimensions, and defines the specific function relation of the product innovation to the new product's purchasing will, and gets a more practical research conclusion. (2) From the perspective of the brand, the mechanism of the perceived product innovation on the brand's assets is revealed. At present, little attention is paid to the effect of the product innovation on the brand, and in the research of the influence factors of the brand assets, there are few scholars to explore the relationship between the innovation and the brand assets. The purpose of this study is to explore the mechanism of the product innovation to the brand's assets, and to make up for the deficiency of the above research. At the same time, it is also possible to provide new ideas and methods for the enterprise to improve the brand assets. (3) Discussion on the innovative regulation of the consumer. In the present study, the innovation of the consumer is considered as an important variable which influences the diffusion of the new product. In this study, when the relationship between the product innovation and the brand asset is discussed, the new variable of the consumer is introduced, and the role of the innovative and strong consumer in the brand management is defined. The research results have been enriched.
【学位授予单位】：西北大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：F273.2;F273.1

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