文献类型：期刊文献

中文题名：消费者创新性对新产品创新性行为的权变影响

英文题名：A research on the moderate relationship between consumer innovativeness and innovative behaviors of new products

作者：刘石兰[1];郝斌[2]

机构：[1]广东外语外贸大学国际工商管理学院,广东广州510006;[2]华东理工大学商学院,上海200237

年份：2012

卷号：30

期号：2

起止页码：312

中文期刊名：科学学研究

外文期刊名：Studies in Science of Science

收录：人大复印报刊资料;CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2011】；CSSCI:【CSSCI2012_2013】；

基金：教育部人文社会科学研究青年基金(10YJC630154);广州市哲学社会科学发展"十二五"规划课题(11Y34);广东省软科学项目(2010B070300084)

语种：中文

中文关键词：消费者创新性;感知创新性;认知创新性;新产品创新性行为

外文关键词：consumer innovativeness; sensory innovativeness; cognitive innovativeness; innovative behaviors of new products

摘要：有关消费者创新性与新产品采用行为的关系研究发现两者的结论并不一致,但这种不一致关系背后的原因探讨和每种关系存在的条件研究却明显不足。文章试图在消费者创新性结构的基础上探讨影响两者关系的调节机制。结论表明,只有认知创新性才与新产品的实际采用正向相关,而感知创新性只与新产品的创新性信息搜寻正向相关;创新性消费者的社会沟通与学习、对新产品的风险感知以及新产品的创新性属性对感知创新者和认知创新者的新产品创新性行为具有不同程度的调节作用。上述结论不仅在一定程度上弥补了以往研究的不足,进一步完善了现有的消费者创新性和新产品采用理论,而且还为新产品的营销实践提供新的理论支持。
The studies about consumer innovativeness and new product adoption find that the relationship between them is not consistent;however,the researches about its reasons such as exploring moderate mechanism of consumer innovativeness on new product adoption is still rather deficient.The passage discusses the moderate mechanism based on the structure of consumer innovativeness.The conclusions include： Only cognitive innovativeness is positively related to the adoption of new products,while sensory innovativeness is positively related to the seeking to innovative information.Social communication and learning,the risk perception and innovative attributes of new products,can moderate the relationship between sensory innovativeness and information seeking,and between cognitive innovativeness and product adoption.The conclusions have important values for theories of new product and their marketing practices.