网络群体%3d乌合之众%3f--社会网络环境下意见领袖对消费者创新抗拒影响研究.pdfVIP

网络群体=乌合之众？ 1 ——社会网络环境下意见领袖对消费者创新抗拒的影响研究 1 2 陈涛 付欢 1，2 （ 武汉科技大学 管理学院  湖北 武汉 430081 ）  摘 要: 新产品扩散的同时也伴随着很大的风险，其中消费者创新抗拒是新产品扩散风险最重要的表 现之一。本研究利用社会网络分析软件确定了网络社区中的关键角色——意见领袖，提出了意见领袖的专 业性、点入度、点出度及抗拒情绪与社区成员创新抗拒程度之间的影响关系假设，实证研究了网络意见领 袖对消费者创新抗拒的影响关系。研究结果表明，意见领袖的专业性、点出度和抗拒情绪都与社区成员的 创新抗拒程度正相关，而意见领袖的点入度与社区成员的创新抗拒程度无相关。为社会网络环境下企业新 产品推广提供了启示。 关键词：社会网络；意见领袖；创新抗拒；新产品扩散 Network Groups = A Rabble? ——On the Influence of Opinion Leaders to Consumer Innovation Resistance Based on the Social Network Chen Tao1 Fu Huan2 (1, 2School of Management, Wuhan University of Science and Technology, Wuhan 430081) Abstract: New products diffusion always go with great risk, consumer innovation resistance is one of the very important factor among new product diffusion risks. especially in the network environment. The paper uses social network analysis software to determine the key role in the network community —— opinion leaders. puts forward the hypothesizes that the relations between professional, indegree, outdegree and resist emotions of opinion leader and community member innovation resistance. Empirical researched on the influence relation of network opinion leaders to innovation resistance of consumers. The results show that the professional, outdegree and resist emotions of opinion leaders positively related to community member innovation resistance. The indegree of opinion leaders has no relevant with community member innovation resistance. This study prov