消费者创新抗拒研究现状与展望

发布时间：2018-08-29 10:02

【摘要】：消费者创新抗拒是消费者基于在评价新产品之前所形成的抗拒创新的一般倾向,或是在对新产品做出评价之后所形成的负面态度,而产生的对创新的负面反应。消费者创新抗拒作为阻碍创新采纳的一个主要原因,成为营销学科近年来快速发展的研究领域。本文基于对相关文献的回顾,介绍了消费者创新抗拒的概念和类型,分主动创新抗拒和被动创新抗拒探讨了消费者创新抗拒的原因和后果,在此基础上论述了消费者创新抗拒的克服策略,并提出了未来研究方向。
[Abstract]:Consumer resistance to innovation is a negative reaction to innovation based on the general tendency of resistance to innovation formed before evaluating a new product or the negative attitude formed after evaluating a new product. Resistance to innovation by consumers, as one of the main reasons hindering innovation adoption, has become a marketing discipline in recent years. Based on the review of relevant literature, this paper introduces the concept and types of consumer resistance to innovation, discusses the causes and consequences of consumer resistance to innovation, discusses the strategies to overcome consumer resistance to innovation, and puts forward the future research directions.
【作者单位】：山东理工大学商学院;
【基金】：国家自然科学基金项目(71372194) 山东省自然科学基金项目(ZR2016GM14) 山东省社科基金项目(16CGLJ24) 山东省研究生教育创新计划资助项目(SDYY16038) 淄博市校城融合发展计划项目(2016ZBXC227)
【分类号】：F713.55

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