消费者创新性的结构测量及对创新性行为的影响

现有文献比较全面地揭示了消费者创新性与新产品创新性行为之间的多重关系,并探讨了这些关系产生的条件和机制。但绝大多数的理论和经验研究都将消费者创新性视为一个单维构念来进行操作性界定和测量,很少有研究去探索其内在结构并在此基础上检验每个维度与新产品创新性行为之间的关系。文章旨在探讨消费者创新性的结构维度并在此基础上观察不同类型的消费者创新性对创新性行为的影响。结论表明,消费者创新性是一个包括感知创新性和认知创新性的双维构念;作为整体的消费者创新性与新产品采用行为并没有显著的相关性,只有认知创新性才与新产品的采用行为正向相关,而感知创新性只与新产品的创新性信息搜寻正向相关。上述结论为消费者创新性提供了一个新的认识,也为今后学者从该角度来研究有关消费者创新性的其他问题提供了变量测量的工具,而且还为新产品的营销实践提供了新的管理启示。

The Measurement of Consumer Innovativeness Structure and Its Effects on Innovative Behavior by Consumers

Extant literatures fully disclosed the multiple relationships between consumer innovativeness(CI) and innovative behavior by consumers to new products,and explored some conditions and mechanisms for the production of these relationships.Most theoretical and empirical researches,however,regarded CI as a single-dimension construct.Few studies explored the structure of CI and investigated the relationships between every dimension of CI and innovative behavior by consumers.The paper discusses these relationships based on measuring the structure of CI.The conclusions include: CI is a two-dimension construct including sensory innovativeness and cognitive innovativeness.Cognitive innovativeness is positively related to adoption of new products,while sensory innovativeness is positively related to newness seeking of new products.The conclusions have important values for theories of new product and their marketing practices.