基于消费者认知的新产品市场扩散障碍因素研究——一个被调节的中介模型

发布时间：2018-04-27 04:33

本文选题：新产品扩散障碍因素 + 感知风险　；参考：《商业研究》2017年11期

【摘要】：在产品快速迭代的市场环境下,企业创新成败的关键因素往往在于新产品的市场扩散效果。本文以新产品市场扩散障碍因素及其营销策略变革为研究对象,从消费者认知视角探索揭示新产品扩散过程中扩散障碍因素对消费者购买意愿的影响。研究表明,新产品认知难度和新产品沟通成本正向影响功能性风险感知,进而负向影响消费者购买意愿;新产品负面影响正向影响情感性风险感知,进而负向影响消费者购买意愿;消费者创新性在情感和功能两类风险感知与消费者购买意愿之间起调节作用。本研究进一步深入和细化了新产品扩散问题的研究,有利于提高产品扩散理论对企业创新实践的解释力。
[Abstract]:In the market environment of rapid product iteration, the key factor of the success or failure of enterprise innovation often lies in the market diffusion effect of the new product. In this paper, the influence of diffusion barrier factors on consumers' purchase will be revealed from the perspective of consumers' cognition, taking the new product market diffusion barrier factors and their marketing strategy changes as the research object. The research shows that the cognitive difficulty of new product and the communication cost of new product positively affect the perception of functional risk, and then negatively affect the consumer's willingness to buy, while the negative influence of new product positively affects the perception of emotional risk. Consumer innovation plays a regulatory role between emotional and functional risk perception and consumers' willingness to buy. This study further studies the problem of new product diffusion, which is helpful to improve the explanatory power of product diffusion theory to enterprise innovation practice.
【作者单位】：天津理工大学管理学院;南开大学商学院;
【基金】：国家社会科学基金项目“快速迭代情境下创新产品扩散障碍识别与营销变革研究”,项目编号:16BGL086
【分类号】：F273.2;F713.55

【相似文献】