网络社区公平匹配关系对创新抗拒的影响研究

发布时间：2018-11-18 18:42

【摘要】：由于消费者天然创新抗拒意识的存在,新产品扩散客观上存在一定风险；随着人际间负面口碑的传播,新产品在扩散中会面临更多的风险；尤其在移动互联网环境下,风险会随着人际间负面口碑的传播被无限放大,导致创新失败。目前,国内外学者对于新产品扩散的研究大都基于创新采用的视角,对创新抗拒的研究也过多集中于消费者特征和创新特征因素,对于传播过程中关系网络与创新抗拒关系的实证研究涉略不多。但现实网络社区中的关系网络对新产品能否成功扩散具有重要影响,因而研究关系网络的类型对消费者创新抗拒的影响具有重要的理论价值和现实意义。本研究基于食品论坛情境,以转基因食品为对象,利用社会网络分析与内容评判法确定了网络社区中的关系网络属性之一——公平匹配关系,基于前期学者的研究成果并结合网络环境,挖掘出了公平匹配关系中的身份披露、经验技能、社会关系、关系强度与社区成员创新抗拒之间的关系假设,同时了解不同程度的产品参与是否对假设关系造成显著差异。研究结果表明,公平匹配关系中的经验技能、社会关系和关系强度均与社区成员的创新抗拒呈现显著的正相关关系；而身份披露与创新抗拒没有显著相关关系。产品参与会对社会关系、关系强度与创新抗拒的关系产生显著的正向调节作用。最后,结合有关研究结论,提出了网络环境下企业新产品扩散实践的若干建议。该研究对于把握中国市场网络社区关系及其对企业新产品扩散障碍的影响有一定的理论启示和实践借鉴价值。
[Abstract]:Due to the existence of consumers' natural sense of resistance to innovation, there are certain risks in the diffusion of new products, and with the spread of negative word of mouth among people, the new products will face more risks in the process of diffusion. Especially in the mobile Internet environment, the risk will be unlimited amplification with the spread of negative word of mouth, resulting in innovation failure. At present, domestic and foreign scholars' researches on the diffusion of new products are mostly based on the perspective of innovation, and the research on innovation resistance also focuses too much on consumer characteristics and innovation characteristics. There are few empirical studies on the relationship between network and innovation resistance in the process of communication. However, the relationship network in the real network community has an important impact on the successful diffusion of new products, so it is of great theoretical value and practical significance to study the type of relationship network on the impact of consumer innovation resistance. Based on the situation of food forum, this study uses social network analysis and content evaluation method to determine one of the attributes of the relationship network in the online community, which is the fair matching relationship, taking genetically modified food as the object. Based on the previous research results and the network environment, the hypothesis of the relationship between identity disclosure, experiential skills, social relations, relationship intensity and community members' innovation resistance in the fair matching relationship is excavated. At the same time, we know whether the different degree of product participation has significant difference on the hypothetical relationship. The results show that the empirical skills, social relations and relationship strength in the fair matching relationship are significantly positively correlated with the innovation resistance of community members, while identity disclosure has no significant correlation with innovation resistance. Product participation has a significant positive effect on social relations, relationship strength and innovation resistance. Finally, some suggestions on the practice of new product diffusion under the network environment are put forward in the light of the relevant research conclusions. This research has certain theoretical enlightenment and practical reference value for grasping the relationship of network community in Chinese market and its influence on the barrier of new product diffusion.
【学位授予单位】：武汉科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F273.1

【参考文献】