多代创新产品的扩散模型

很多耐用品、高科技产品都存在多代产品共存于市场的情况,每代产品都呈现与其他代产品不同特征。消费者对待每代产品态度和心理也不一样,因而对多代产品技术扩散进行研究显得尤为重要。以前研究很少对产品采用者进行分类;本研究将多代产品技术扩散过程中的采用者分为初次采用者和重复采用者(也称升级者)两类,两类采用者在扩散过程中的扩散参数各不相同;对其参数进行估计,并考虑扩散过程中跳跃现象,建立创新产品扩散的多代产品模型和进行实证研究。

Innovation Diffusion Model for Products with Multiple Technological Generations

Majority of consumer durables have multiple technological generations. Therefore the consumer's attitude towards each of them can be very different. There is a need to understand consumer psychology and have accurate measure to predict the adoption process of new technology. This paper focuses on studying the relative changes of diffusion parameters for both first time purchasers and upgraders . The proposed model explicitly identifies different groups of purchaser viz. first timers and repeaters (upgraders).