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消费者创新采用行为上的差异很大程度上取决于消费者自身的特征。本研究利用创新采用理论,结合3G手机在中国的创新扩散,研究中国经济和文化背景下的消费者特征与创新产品的采用意愿相关性。本研究对中国消费者自身特征导致不同个体在创新产品采用意愿上的差异进行具体分析,为进一步研究中国消费者创新采用行为提供了参考。
The behavioral differences in consumer innovation depend very much on the characteristics of consumers themselves. This study explores the correlation between consumer characteristics and willingness to adopt innovative products in China’s economy and culture by using innovation theory and 3G innovation in China. This study conducts a detailed analysis of the differences in the willingness of different individuals to adopt innovative products as a result of their own characteristics in Chinese consumers, which provides a reference for further research on the behavior of Chinese consumers in innovation adoption.