D3.顾客参与促进创新采用的机制研究：基于顾客知识的视角-朱振中 程钧谟 梁美丽.pdf

顾客参与促进创新采用的机制研究：基于顾客知识的视角 朱振中，程钧谟，梁美丽 （山东理工大学商学院，山东淄博 255000 ） [摘要]本文首先基于顾客知识的视角建立了创新采用模型，它表明，当发生适度不一致效应时，新产品 得到顾客的较高评价，会受到顾客的欢迎与采用，但是在该情形下感知风险对新产品评估具有调节作用， 而极度不一致的新产品则会遭到失败。为降低或避免极端不一致情形的发生，降低或消除在适度不一致情 形中感知风险的干扰，本文引入顾客参与变量，建立起了顾客参与促进创新采用的概念模型。理论研究显 示，产品创新性是决定新产品成功的首要因素，同时需要保证消费者具备一定的知识基础从而无障碍地接 受创新产品。顾客参与通过提升顾客知识、降低感知风险来促进消费者对适度不一致产品的采用，而通过 促进积极情感进而提高顾客认知灵活性来促进消费者对极度不一致产品的采用。 关键词：感知创新；顾客知识；适度不一致效应；顾客参与；创新采用 [中途分类号] F274 [文献标识码] A TheMechanismOfCustomerParticipationToPromoteInnovationAdoption: FromCustomerKnowledgePerspective ZhuZhenzhong,Chen Junmo,Lian Meili (Shandon UniversityofTechnology,Zibo,255000) Abstract: Based on the perspective of customer knowledge an innovation adoption model is established at first. The model showsthat,inthecaseofmoderateinconsistenteffects,newproductswillhavehigherevaluationfromthecustomerandbewelcomed andused by the customers, but perceived risk has moderatin effect onnew product evaluation. When a new product is extremely inconsistent it will fail. In order to reduce or avoid the occurrence of extremely inconsistent effect, or reduce even eliminate the interference ofperceived risk in moderately inconsistent situations,this paper introduces the variable of customer participation and establishes a conceptual model of customer participation to promote the innovation, which is verified later by the case of Millet company.Theoryandcaseresearchshows,productinnovationisthemostimportantfactortodecidethesuccessofnewproducts,also need to ensure that consumers have some basic knowledge and no barriers to acceptance of innovative products. By increasin customer knowledge, reducin perceived risk of consumers, Customer participation promote the adoption of moderate inconsistent product, andby promotin positive em