摘要
消费者创新性被视为新产品采用的预测指标,通过消费者创新性识别创新采纳者能加快新产品的扩散速度,降低新产品的失败风险。文章阐述了消费者创新性的创新性行为、个人创新性和特定创新性三种概念内涵,探讨了各测量量表的优劣势,构建了消费者创新性的研究框架,并提出未来应加强作用机理及拓展研究领域等。
Consumers’innovation is considered as a predictive index for adopting new product. It can accelerate the diffusion speed and reduce the risk of failure of new products by identifying innovative adopters through consumers’ innovation. The pa-per elaborates three conceptual connotations of consumer innovation, which are innovative behavior, personal innovation and specific innovation,probes the advantages and disadvantages of each scale,constructs the research framework of customers’ innovation,and puts forward that the mechanism and expansion of research field should be strengthened in the future.
出处
《华东经济管理》
CSSCI
2014年第3期159-163,共5页
East China Economic Management
基金
国家自然科学基金项目"消费者口碑传播:理论模型与实证研究"(70771092)
关键词
消费者创新性
创新采纳
创新扩散
新产品
consumers’innovation
innovation adoption
innovation diffusion
new product
