消费者的创新性对网上购买创意产品意向的影响——以时装为例

随着创意产业和网上购物的迅速发展,对于电子商务从业者来说,理解和预测哪些消费者通过这种新的购物渠道来购买创意产品（例如,时装）显得尤为重要。文章基于技术接受模型,引入消费者的创新性（互联网创新性和产品创新性）作为自变量,构建新的模型,并进行实证研究。研究表明,互联网创新性比产品创新性更能影响网上购买创意产品的态度和行为意向,消费者的产品创新性对消费者感知网上购买创意产品有用没有显著影响。     

网络口碑对消费者购买行为的影响研究

消费者之间的口碑传播对消费行为有巨大的影响力,随着互联网的发展,网络口碑逐渐成为影响消费者购买行为的重要因素。本文以感知价值作为中间变量考察网络口碑对于消费者购买行为的影响,建立概念模型并进行实证研究。结论显示,网络口碑与感知价值存在显著的正向关系;感知价值与消费者购买意向存在显著的正向关系;购买意愿与消费行为也存在显著的正向关系。在此基础上展开讨论,针对网络口碑得出了一些有用的结论。     

顾客参与创新:第三方消费者对产品创新性的感知

作为顾客参与创新的目标消费群体,第三方消费者如何评价顾客参与创新的成果具有重要的意义。文章通过社会认知理论的视角探讨了顾客参与创新对第三方消费者的影响。通过三组实验发现,顾客参与创新会显著促进第三方消费者对产品创新性的感知,这种创新性感知受到第三方消费者对参与创新顾客身份认同的中介作用。同时,第三方消费者与参与创新顾客的关系紧密性以及参与创新过程的透明度会调节顾客参与创新与身份认同感之间的关系,进而影响第三方消费者对顾客参与创新成果感知创新性的评价。其中,第三方消费者与参与创新顾客的关系紧密性越强,其对参与创新顾客的身份认同度越高;顾客参与创新过程的透明度越高,第三方消费者对参与创新顾客的身份认同感越高。     

社会拥挤与自我构念对拟人化品牌偏好的影响

本研究基于目标妨碍理论和拟人化的相关研究,探讨了社会拥挤与自我构念对拟人化品牌偏好的共同影响。通过1个田野调查与2个在线实验,本研究发现,不同自我构念类型的消费者在遭遇社会拥挤后对拟人化品牌的反应有所不同。当消费者持有独立型自我构念时,社会拥挤因妨碍消费者重要目标的实现引发低控制感,使此类消费者降低对拟人化品牌的偏好;当消费者持有相依型自我构念时,社会拥挤则通过激发消费者的社交温暖感知对消费者的拟人化品牌偏好产生正向影响。本研究的结论对拟人化品牌优化宣传策略提供了指导意义。     

购物网站交互性的电子忠诚驱动效应研究

本文基于Oliver的忠诚度理论构建感知网站交互性对电子忠诚的驱动效应模型,并通过实证检验发现:感知网站交互性的三个维度(双向沟通、控制性和同步性)不仅对电子忠诚存在显著的直接正向效应,还会通过满意度间接影响电子忠诚;相比非计划性购物行为的消费者而言,计划性购物消费者的感知控制性与满意度之间的关系更强;消费者网络购物经验越丰富,满意度与电子忠诚之间的关系就越强.研究结果为我国网络零售商的网站设计和网络营销实践提供了决策参考.     

生鲜市场创新对消费者新产品采纳意愿的影响研究——基于双元理论视角的分析

网络购物的快速发展使生鲜经营企业从中获益。随着消费者对生鲜产品需求的不断提高,网络生鲜产品品牌不断创新,从而吸引更多消费者对新生鲜产品的采纳意愿。本文从生鲜市场创新角度研究其对消费者采纳新产品的影响,实证研究表明：当品牌关系较远时,探索性市场创新能够提高消费者对品牌创新性的感知,从而提高消费者对新产品的采纳意愿;而当品牌关系较近时,开发性市场创新能够提高消费者对品牌质量的感知,从而提高消费者对新产品的采纳意愿。     

顾客感知价值对消费者网购行为影响研究——以大学生群体为例

顾客感知价值一直是国内外学术界相关学者研究的重要课题,在移动网络普及的今天,网上购物已经成为广大消费者日常生活中不可缺少的一部分。本文从感知利得、利失及网络评价三个部分研究了顾客网购行为,提取了情境价值、信息价值、网站售后服务价值、辅助价值、情感价值、产品风险、服务不满等8个维度,研究这8个维度对消费者网上购买行为的影响。结果显示,信息价值、网站售后服务价值、辅助价值、情感价值等正向影响顾客网上购买行为,产品风险、服务不满负向影响顾客网上购买行为,网络评价正向影响顾客网络购买行为。据此,网络商家应关注信息提供、售后服务、辅助服务、消费者购物体验及网络评价等因素,降低消费者对产品的风险感知和对服务的不满。     

消费者创新性对顾客忠诚的影响

近年来,随着买方市场特征的日益显著,企业竞争策略开始从单纯的争夺顾客向保留顾客转变。鉴于当前消费者创新性对顾客忠诚的重要作用,研究消费者创新性对顾客忠诚的影响,对于我们更好地认识顾客忠诚形成机制并指导顾客关系管理实践具有十分重要的意义。基于消费者视角,借助计划理论与调节聚焦理论探讨消费者创新性对顾客忠诚影响的内在机理可以发现,消费者创新性对顾客忠诚具有负向影响,且这种负向效应不受顾客满意度水平高低影响。同时,消费者创新性对顾客忠诚两个维度的影响存在差异,即消费者创新性负向影响行为忠诚,而对态度忠诚并无显著影响。考虑到消费者创新性对顾客忠诚及其具体维度的影响,为更好地进行企业顾客关系管理,必须关注目标顾客消费者创新性程度,特别是重视目标市场中消费者创新性程度较高的那部分顾客。企业在追求顾客忠诚时,不能仅仅关注顾客满意,还要充分认识消费者创新性对顾客忠诚的负向影响,将注意力转向企业外部,关注消费者创新性程度,采取适当的营销策略合理防止消费者创新性程度较高的顾客发生购买行为转移。     

产品伤害事件引发的感知损失及其影响

从产品伤害事件引发的感知损失角度,研究产品伤害事件的感知损失程度与品牌忠诚度之间的关系,以及品牌信任、品牌情感、消费者性别对此关系的调节作用。研究发现产品伤害事件的感知损失与品牌忠诚度之间呈明显的负相关关系,品牌信任度与此关系有正向的调节作用,品牌情感与消费者的性别对此关系的调节作用不明显。     

关于网络银行早期接受者及其行为特征的实证研究

自助服务技术是现代服务创新的主要形式,而确定早期使用者是创新性服务获得市场成功的关键。本文以网上银行为背景,运用相关量表测量顾客创新性,并据此确定网上银行的早期使用者,探讨他们的行为特征和心理特征。研究发现,早期使用者与其它顾客相比在人口统计特征上并无显著差异,但在使用频率、媒体习惯和市场营销反应等行为特征及自我效能感的心理特征上差异显著。而且,消费者创新性正向调节自我效能对网上银行接受程度的影响。     

Strategic recommendations for new product adoption in the Chinese market

ABSTRACT

This study extended current understandings of the relationships among domain specific innovativeness (DSI), the desire for unique consumer products (DUCPs), perceived new product characteristics (PNPCs), and Chinese consumers’ new product adoption behavior. It also investigated the indirect effect of vicarious learning behavior on Chinese consumers’ acceptance of new products. Data was collected in Shanghai, China. The results demonstrated that DSI and PNPCs were the primary drivers of new product adoption. The study also showed that PNPCs played a mediating role in the relationship between vicarious learning and the adoption of new products by Chinese consumers. The results confirmed the predictive power of DSI and how PNPCs affect Chinese innovative buying behavior. The results also suggest that PNPCs facilitate Chinese consumers’ new product learning behavior.     

Hierarchical effects of product attributes on actualized innovativeness in the context of high-tech products

This paper examines the influence of product attributes in high-tech products on consumers' actualized innovativeness. In Stage 1, product attributes are identified based on interviews with consumers. In Stage 2, a survey is conducted with a different set of consumers in order to classify the product attributes into primary, secondary or tertiary attributes and to test the hypotheses. The results reveal that primary, secondary and tertiary attributes have a reverse hierarchical influence on actualized innovativeness. That is, tertiary attributes influence the actualized innovativeness most, followed by secondary, and then by primary attributes. However, only primary attributes positively moderate the relationship between inherent and actualized innovativeness. These results can help marketing researchers and practitioners understand the influence of product attributes on behavioral aspects of consumer innovativeness.     

Re-incorporating usage situation in choice models: a base for future developments

Abstract

Understanding the consumer’s tendency to adopt new products is an ever-present essential for successful marketing campaigns. This paper presents the findings from two empirical studies that investigate the relationship between consumer innovativeness, price-prestige sensitivity, and need for emotion. A questionnaire survey was used to collect data in both studies from a sample of 668 respondents in two cities in England. The findings show that consumer innovativeness is determined by an individual’s sensitivity to price and their need for emotion. While innovative consumers are sensitive in relating price to prestige, this dispositional relationship varies across products. Furthermore, the findings suggest that enjoyment, which facilitates emotional openness and receptivity, influences innovative consumers to take the emotional route, besides the price-prestige route, to the adoption of new products. These findings have a number of important implications for marketers, particularly for the success of marketing campaigns targeted at innovative consumers who find enjoyment in using new products and are prestigiously sensitive to price.     

Interpersonal influence and consumer innovativeness

Innovators represent a small and somewhat elusive group of consumers who are often the earliest adopters of new products. As such, marketing researchers and practitioners alike are interested in determining the personality characteristics that influence innovators to purchase a new product early in the product life cycle. This correlational study examined the relationships of three of these characteristics (susceptibility to interpersonal influence, attention to social comparison information, and role‐relaxed consumption) to individual innate innovativeness. Data were collected using self‐report surveys administered to 326 students at a large public university in the south‐east United States. The results supported hypothesized negative relationships between consumer innovativeness and both susceptibility to interpersonal influence and attention to social comparison information, as well as a positive relationship between consumer innovativeness and role‐relaxed consumption.     

Consumer perceptions of monetary and non-monetary introductory promotions for new products

Abstract

Little research has examined how consumers respond to sales promotions in new product categories. This article fills this gap by integrating research on reference prices with literature on sales promotions for new product categories. Existing research suggests that consumers respond more favourably to non-monetary promotions (e.g. extra free promotions) than monetary promotions (e.g. price discounts) because non-monetary promotions are framed as segregated gains rather than reduced losses. However, both kinds of promotions are widely used in practice, suggesting the importance of other contributory factors. With a consumer experiment on a national panel of consumers, this research demonstrates that extra free product promotions are most preferred for existing products, and introductory low-price promotions are preferred for innovative products. The moderating effect of a product's innovativeness is explained via a new relationship in the marketing literature, whereby perceived risk mediates the relationship between perceived innovativeness and a consumer's tendency to stockpile.     

Because it is brand new! Recency heuristic for product innovativeness evaluation

This research identifies recency heuristic utilized by consumers with limited prior knowledge for product innovativeness evaluation. Consumers with limited prior knowledge of a product category perceived a new product as more innovative when its release date was more recent, while consumers with prior knowledge remained uninfluenced by recency information (Study 1). The effect was replicated at the product level (Study 2). It further demonstrates two critical boundary conditions—when recency was either irrelevant information or a rationally legitimate evaluative tool, recency heuristic was inapplicable (Study 3). The present research draws attention to the role of recency in conceptualizing product innovativeness and further elaborates the understanding of how the construct of innovativeness is represented in consumers' minds by focusing on the conceptual relationship of novelty and recency. It also contributes to the heuristic literature by proposing recency as an evaluative heuristic tool for innovativeness assessment. Results provide managers with practical insight into whether to highlight or downplay product release date information depending on their target audience and the level of product innovativeness.     

The relationship among gratitude,hope, connections,and innovativeness

The interwoven relationships among positive emotions and connections among people within the organization, manifested as collective gratitude and hope, and high-quality connections (HQCs), and firm service innovativeness and financial performance have rarely been addressed in the service innovation management literature. By studying 251 service firms, this paper shows that (a) collective gratitude is positively related to development of HQCs among people within the organization and firm service innovativeness, (b) HQCs among people within the organization are positively associated with firm service innovativeness, and (c) firm service innovativeness is positively related to firm financial performance. This paper also demonstrates that the collective hope of people within the organization positively moderates the relationship between collective gratitude and HQCs among them.     

Antecedents and outcomes of fashion innovativeness in retailing

Challenging market conditions force the fashion industry to find new ways of introducing new products, adjusting and stimulating unplanned purchases within fashion stores. Fashion innovativeness and visual merchandising play a key role in this challenge. This study examines how fashion innovativeness is related to motivational factors for shopping and actual unplanned purchases in fashion retailing. It also investigates the moderating effect of visual merchandising on the relationship between fashion innovativeness and unplanned purchases. The data, obtained through a consumer survey, were analysed using factor analyses and structural equation modelling. The results show that fashion innovativeness is positively affected by sexual attraction, shopping for recreation, recognition enhancement, and aesthetic expression, and positively influences unplanned purchases. The link between fashion innovativeness and unplanned purchases is moderated by visual merchandising. This study also provides recommendations for retailers on increasing unplanned purchases in their stores using the concept of fashion innovativeness.     

A cognitive model to predict domain-specific consumer innovativeness

Marketers who launch innovative products need to identify consumers who are willing to learn about, buy, and use these innovations. To optimize marketing campaigns, practitioners need to know the characteristics of this key segment in the diffusion process. Previous research, however, provides confounding results about antecedents of innovativeness because of two limitations: (1) previous studies have conceptualized innovativeness on different levels of abstraction (2) previous studies have not taken into account the influence of the product category. The present paper suggests a conceptual framework to overcome these shortcomings. Based on this framework, the paper suggests a theoretically founded cognitive model of domain-specific innovativeness for a product category with a utilitarian benefit. This model is empirically tested in the field of automotive interior. To this end, 521 German car drivers were surveyed. The results of structural equation modeling show that domain-specific innovativeness for utilitarian products is mainly influenced by specific need for cognition, special interest media usage and domain-specific opinion leadership.     

Consumer acceptance of a revolutionary technology-driven product: The role of adoption in the industrial design development

Understanding how consumers adopt a state of the art product is important for the development and marketing of innovative products. The purpose of this study is to examine factors that affect consumer intentions to use a revolutionary technology-driven product (RTP). The research integrates two innovation adoption models, the Unified Technology Acceptance and Utilization Theory (UTAUT) and the Task-Technology Fit (TTF) model with two antecedents of consumer characteristics: consumer innovativeness and perceived value of a new product. The study examines consumer responses to an unfamiliar product, the TEASER which is a conceptual digital cookbook that offers taste sampling, thereby providing an online food-tasting experience. Consumers who are prone to innovativeness and who perceive value in a RTP’s aesthetics are able to discern the conditions that support their intent to use such a product. The resulting model expands the UTAUT and TTF theories by showing that UTAUT variables mediate between the variables of TTF and adoption intentions. These results support the need for nonlinear industrial development processes involving consumers.