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。
In the rapid iteration of product market,the key factor in the success of business innovation often lies in the proliferation effect of new products market. Taking the barriers to the diffusion of new products market and its marketing strategy changes as samples,the paper explores the impact of the diffusion of new products in the process of diffusion barriers on consumer buying intentions from the perspective of consumer awareness. The research shows that the difficulty of new product cognition and the cost of new product communication positively affect the perception of functional risk and thus negatively affect consumers＇ willingness to purchase; the negative impact of new products positively affects the perception of emotional risk and negatively affects consumer willingness to purchase; consumer innovation plays a moderating role between the two types of risk perception of emotion and function and consumers＇ willingness to buy. This research further deepens and refines the research on the problem of new product proliferation and helps to improve the explanatory power of product diffusion theory to the practice of enterprise innovation.
出处
《商业研究》
CSSCI
北大核心
2017年第11期17-24,共8页
Commercial Research
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
关键词
新产品扩散障碍因素
感知风险
消费者创新性
购买意愿
barriers to the diffusion of new products
perceived risk
consumer innovation
purchase intention
