| 消费者创新性、消费者特性与新产品采用行为关系的实证研究 |
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| 引用本文： | 陈文沛,刘伟,李忆.消费者创新性、消费者特性与新产品采用行为关系的实证研究[J].管理评论,2010(5). |
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| 作者姓名： | 陈文沛 刘伟 李忆 |
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| 作者单位： | 重庆大学经济与工商管理学院;重庆邮电大学经济管理学院; |
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| 基金项目： | 国家自然科学基金项目(70872122) |
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| 摘 要： | 通过对重庆市主城区消费者的实地调查,用结构方程模型和回归分析检验消费者创新性、消费者特性以及新产品采用行为的关系。结果发现消费者创新性比消费者特性能更好的预测新产品采用行为,且消费者家庭月收入和受教育程度是消费者创新性和新产品采用行为的调节变量。
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| 关 键 词： | 消费者创新性 消费者特性 新产品采用行为 |
An Empirical Study of Innate Consumer Innovativeness,Personal Characteristics and New-Product Adoption Behavior |
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| Chen Wenpei,Liu Wei , Li Yi.An Empirical Study of Innate Consumer Innovativeness,Personal Characteristics and New-Product Adoption Behavior[J].Management Review,2010(5). |
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| Authors: | Chen Wenpei Liu Wei Li Yi |
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| Institution: | Chen Wenpei1,2,Liu Wei1 , Li Yi2(1.School of Economics , Business Administration,Chonqqing University,Chongqing 400030,2.School of Economics , Business Administration,Chonqqing University of Posts , Telecommunication,Chongqing 400065) |
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| Abstract: | This paper explores the relationship between consumer innovativeness,personal characteristics and new-product adoption behavior.The authors analyze cross-sectional data from Chongqing using a structure equation modeling approach.We also test for potential moderating effects using regression analysis.We find that innate consumer innovativeness is a stronger predictor than personal characteristics.The authors also find that personal characteristics will influence innate consumer innovativeness and also modera... |
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| Keywords: | consumer innovativeness personal characteristics new-product adoption behavior |
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