| 消费者知识对高新技术标准产品创新扩散影响研究——以蓝光DVD播放器为例 |
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| 引用本文： | 董伶俐.消费者知识对高新技术标准产品创新扩散影响研究——以蓝光DVD播放器为例[J].科学学研究,2012,30(1):152-160. |
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| 作者姓名： | 董伶俐 |
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| 作者单位： | 河南财经政法大学工商管理学院，河南郑州 450002 |
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| 基金项目： | 国家社会科学基金资助项目 |
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| 摘 要： | 以变得蓝光DVD播放器为例，分析了消费者知识（包括产品知识和使用经验）对高新技术产品创新扩散的影响，以及消费者创新性和产品兼容性的调节作用。采用两个组间实验设计，结果表明：消费者的产品知识对创新扩散影响不显著,使用经验影响显著；当消费者创新性高时，产品知识的影响变得显著，使用经验影响增加；当产品兼容性高时使用经验影响显著增加，产品知识的影响则不显著。因此在高新技术产品创新扩散中使用经验比产品知识重要，消费者创新性和产品兼容性对产品知识和使用经验的调节作用不同。企业应根据这些特点制定相应营销策略，以提高高新技术产品创新扩散的速度。
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| 关 键 词： | 消费者知识 高新技术标准 产品 创新扩散 |
| 收稿时间： | 1900-01-01; |
Research on the impact of consumer knowledge on the diffusion of innovations of high - tech standards product --based on the case of Blu- ray DVD |
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| DONG Ling-li.Research on the impact of consumer knowledge on the diffusion of innovations of high - tech standards product --based on the case of Blu- ray DVD[J].Studies in Science of Science,2012,30(1):152-160. |
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| Authors: | DONG Ling-li |
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| Institution: | DONG Ling-li(Henan University of Economics and Law,Zhengzhou 450002,China) |
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| Abstract: | In this paper,based on the case of Blu-ray DVD,the author analyzed the influence of consumer knowledge(including product knowledge and product familiarity) on the diffusion of innovations of high-tech standards product.and the moderator effect of consumers innovativeness n and product compatibility.Using two between-groups design experiment.Results showed that: the influence of product knowledge was not significant,the influence of product familiarity was significant.With high consumers innovativeness,the impact of product knowledge became significant;and product compatibility had the positive effect on the influence of product familiarity,however,the moderator effect was not significant for the influence of product knowledge.Therefore,product familiarity is more important than product knowledge in innovation diffusion of high-tech standard products.consumer innovativeness and products compatibility play different roles under different conditions.Enterprises should be based on these characteristics to develop appropriate marketing strategies and improve the diffusion of innovation speed of high-tech standards product. |
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| Keywords: | consumer knowledge high - tech standard product diffusion of innovation |
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