拟人化沟通对新产品采纳的影响效应研究

发布时间：2018-03-26 16:38

本文选题：新产品管理　切入点：新产品采纳　出处：《科学学与科学技术管理》2017年08期

【摘要】：新产品作为企业创新的载体日益受到业界和学界的共同重视。以往关于新产品管理和创新绩效的研究大多集中在企业层面和宏观战略层面,而通过个体层面的消费者视角来考察公司新产品绩效的研究则相对较少。鉴于此,站在个体层面将消费者对新产品采纳作为企业新产品绩效结果的考量指标,探讨在新产品营销中采用拟人化沟通模式对新产品采纳的影响。结果发现拟人化沟通(vs.传统的人员沟通)能够提升消费者对新产品的购买意向,其中感知隐藏动机在其中起到中介作用(研究一)。此外,消费者说服知识对于上述效应具有调节作用(研究二),即高说服知识消费者对采用拟人化(vs.人类)沟通的新产品具有更高的购买意愿,而低说服知识消费者对这两种沟通方式的新产品购买意向无差异。
[Abstract]:As the carrier of enterprise innovation, new products are paid more and more attention by the industry and academic circles. In the past, most of the researches on new product management and innovation performance are focused on the enterprise level and macro strategic level. However, there are relatively few studies on the performance of new products from the perspective of consumers at the individual level. In view of this, the adoption of new products by consumers is regarded as an index to evaluate the performance of new products at the individual level. This paper discusses the influence of personification communication mode on the adoption of new products in the marketing of new products. The results show that personification communication can enhance consumers' purchase intention of new products. In which perceptual hidden motivation plays an intermediary role. Consumer persuasion knowledge has a moderating effect on these effects (study II). Consumers with high persuasion knowledge have a higher willingness to buy new products that communicate with human beings. But the low persuasion knowledge consumer has no difference to the new product purchase intention of these two ways of communication.
【作者单位】：南开大学商学院;中山大学国际金融学院;对外经济贸易大学信息学院;
【基金】：国家自然科学基金(71572084,71202164,71272193) 对外经济贸易大学中央高校基本科研业务费专项基金(16QN08)
【分类号】：F274

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