摘要
本文从消费者视角研究了产品创新性感知对消费者新产品购买意愿的影响。首先,基于产品创新域理论,将产品创新性感知划分为产品核心系统创新性感知和产品延伸系统创新性感知两个维度,进而分别探析了两个维度对消费者新产品购买意愿的影响。其次,分别将品牌来源国形象和价格敏感性作为调节变量引入到模型之中,以便探究产品创新性感知的作用"边界"问题。通过对154位消费者进行问卷调查获取数据,实证分析了产品创新性感知对消费者购买意愿的影响以及品牌来源国形象、价格敏感性关系调节作用。结果显示,产品创新性感知的两个维度对新产品购买意愿都具有显著正向影响,品牌来源国形象分别正向调节产品创新性感知的两个维度与消费者的新产品购买意愿间的关系,价格敏感性负向调节产品延伸系统创新性感知与消费者的新产品购买意愿间的关系。最后,基于结论提出关于企业产品创新的若干对策及建议。
Although the global economic recession led to a significant reduction in consumer demand, in the field of high-tech industry, consumers＇ demand of innovative products （ such as smart phones and E-readers） is still maintained a strong trend. As the change of consumer preferences the innovative ability has become the core competitiveness of companies. In a company, every department use innovation to reduce production costs and improve profits. Product innovation can bring huge profits for the enterprise, creating marketing highlights and guaranteeing the strategy implementation. Because of the uncertainty of the marketing, most innovative products （ including incremental products and radical product） are facing the risk of failure. In the process of product development,develop- ers only treat function improvement as product innovation, which leads to the paradox that in the perspective of enterprise the new products have highly innovation but have low customer satisfaction. The main reasons for this paradox is that the enterprise＇ s cognition of product innovation has obvious differences with consumer＇s subjective evaluation （Chen Shu ,2014）. Accordingly,in the perspective of consumers ,this paper will research consumers＇ subjective judgment of product innovation and evaluation of influence of it on consumers＇ behavior and innovation performance, so that consumers and businesses communicate better in product innovation. Perceived product innovativeness refers to consumers＇ subjective perception and judgment of innovative new products. Although some scholars have already started a research for perceived product innovativeness, but the key mainly product definition and measurement as well as innovative awareness of consumer attitudes and behavior mechanism, there is little to product innovative sense to study the effect of boundary. To sum up, this paper is mainly to solve two problems ： （ 1 ） In the perspective of consumers, how the perceived product innovativeness effect on consumers�
出处
《经济管理》
CSSCI
北大核心
2016年第7期107-118,共12页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"公共品牌创建
持续成长及其治理研究"(71272121)
关键词
产品创新性感知
消费者购买意愿
品牌来源国形象
价格敏感性
perceived product innovativeness
consumers＇ purchase intention
country-of-origin image
price sensitivity
