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有关消费者创新与新产品采用行为之间关系的研究表明,两者的关系并不确定,但有关这种不确定关系原因的探讨,即有关两者之间的影响路径和作用机理的研究,却明显不足。本文试图在分析消费者创新结构的基础上探讨两者之间的作用机理,进而描绘它们之间的不同作用路径。本文的结论表明:消费者创新是一个包括个性特质(一般性创新与特定性创新)和行为表现(替代性创新与实际性创新)两个构面的构念;特定性创新和替代性创新对一般性创新与实际性创新之间的关系具有中介作用,感知风险和新产品属性对两者之间的关系具有调节作用;中介作用和调节作用的存在是造成两者间关系不确定的主要原因。
Research on the relationship between consumer innovation and new product adoption behavior shows that the relationship between the two is uncertain. However, the discussion on the causes of this uncertainty is about the research on the influence path and mechanism between the two. But obviously not enough. This paper attempts to explore the mechanism of action on the basis of analyzing the structure of consumer innovation, and then describe the different paths of action between them. The conclusion of this paper shows that consumer innovation is a constructivism that includes two aspects of personality traits (general innovation and specific innovation) and behavioral performance (alternative innovation and actual innovation); specific innovation and alternative innovation The relationship between general innovation and practical innovation has an intermediary role, perceived risk and new product attributes have a regulatory role in the relationship between the two; the existence of intermediary and regulatory roles is the main reason for the uncertainty between the two .