消费者创新的结构维度及与新产品采用行为的关系研究.pdf

消费者创新的结构维度及与新产品采用行 为的关系研究 刘石兰 （广东外语外贸大学 国际工商管理学院，广州510006） 摘 要：有关消费者创新与新产品采用行为的研究发现两者关系并不一致，但这 种不一致关系背后的原因探讨即两者之间的影响过程和作用机理方面的研究却 明显不足。本文试图在构建消费者创新结构的基础上探讨两者之间的作用机理， 并进而描绘出它们之间的不同作用路径。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）和行为属性（替代性创新与实际性创新）两个 构面的结构概念；特定性创新和替代性创新对一般性创新和实际性创新具有中介 效应，感知新产品风险和新产品属性对两者具有调和作用；中介效应和调和作用 的存在是造成两者关系不一致的主要原因。 关键词：消费者创新；新产品采用行为；一般性创新；替代性创新；作用机理 中图分类号：F270 文献标识码：A The Structure of Consumer Innovativeness and Its Effects on New Product Adoption Abstract:. The studies about consumer innovativeness and new product adoption find that the relationship between them is not consistent, however, the research on its reasons such as exploring influential process and mechanism of consumer innovativeness on new product adoption is still rather deficient. The passage discusses the internal mechanism and describes the influential paths between them based on constructing the structure of consumer innovativeness. The conclusions include: Consumer innovativeness is a construct composed of personality traits and behavior attributes; Both of domain specific consumer innovativeness and vicarious innovativeness mediate the relationship between global consumer innovativeness and actualized innovativeness; Both of perceived risks and innovation attributes moderate the relationship; The reasons for the inconsistency lie in the mediating effects and moderating effects. Key words: consumer innovativeness, new product adoption, general innovativeness, vicarious innovativeness, influential mechanism 26 1 引言 消费者创新对新产品采用和扩散的作用研究已经吸引了许多学者的兴趣（Gatignon Robertson,1991 ）。其主流观点认为，消费者创新作为个人一般的和先天具有的个性特质 （Innate trait ）很可能与新产品采用行为正向相关。然而，有关两者关系的实证研究却得出 了不一致的结论，包括两者直接显著正向相关（Steen