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论文编号：	10181
作者编号：	2120162763
上传时间：	2018/6/11 12:16:05
中文题目：	社交网络情境下新产品扩散中早期大众采纳意愿研究 ——基于同侪影响视角
英文题目：	Research on the Adoption Intention of Early Majority in the Diffusion of New Products under Social Network Situation ---Basied on The Peer In?uence Theory
指导老师：	焦媛媛
中文关键字：	社交网络情景；新产品扩散；早期大众；采纳意愿；同侪影响
英文关键字：	social networking situation；new product diffusion；early majority； intention of adoption；peer influence
中文摘要：	21世纪的我们生活在一个充满了科技与创新的年代，新产品创新层出不穷，然而能够在激烈的市场竞争中取得优秀表现的新产品创新却很少，能够被社会系统中大多数个体接受或采纳的新产品创新更是少之又少。创新除非得到广泛采纳和应用，否则不以任何物质形式影响经济。创新的真正价值并不在于创新本身，而在于在社会系统中成功扩散。但实践结果表明，众多企业在创新的商业化进程中迷失了方向，新产品的扩散过程十分艰难。著名学者Moore在罗杰斯创新扩散理论的基础上提出了“鸿沟”理论，他发现每一类消费者之间都存在一条裂缝，隔断了新产品的扩散，而早期采用者和早期大众之间的裂缝是最为明显、最不容易跨越的，这条裂缝就被称为“鸿沟”。实现“鸿沟”的跨越对企业来说至关重要，是企业不断提升市场竞争力并获取高额利润的重要保障。 故本文结合新产品扩散中的实际问题，从同侪影响视角出发，研究社交网络情境下新产品扩散中早期采用者如何影响早期大众消费者对创新的采纳意愿，进而促进多数消费者的采纳，实现“鸿沟”的跨越。实证结果表明，早期大众感知价值在早期采用者同侪影响和早期大众采纳意愿之间起完全中介的作用，提升早期大众消费者感知价值对于企业来说至关重要，是影响早期大众采纳意愿的最直接因素；早期大众感知价值中感知情感价值对采纳意愿的正向影响最为显著，是提升早期大众采纳意愿的关键；早期采用者同侪影响通过影响早期大众感知价值对其采纳意愿具有显著的促进作用。其中，早期采用者情绪感染因素的影响最为显著，正向情绪感染能够显著提升消费者感知价值，负向情绪感染能够显著降低消费者感知价值。信息性影响对采纳意愿的作用不显著；早期大众对早期采用者的感知相似性会显著正向调节早期采用者同侪影响和早期大众感知价值之间的关系。其中，感知相似性对早期采用者规范性影响和负向情绪感染与早期大众感知价值之间关系的调节作用最为明显。
英文摘要：	In the 21st century，we live in an era full of science，technology and innovation. New product innovations emerge in an endless stream. However，there are few new product innovations that can achieve outstanding performance in fierce market competition，and can be accepted or adopted by most individuals in the social system. Innovation does not affect the economy in any material form unless it is widely adopted and applied. The true value of innovation does not lie in innovation itself， but in the successful spread of social systems.However，the practical results show that many companies have lost their direction in the process of commercialization of innovation，and the diffusion of new products has been very difficult. The famous scholar Moore put forward the famous "gap" theory based on Rogers innovation diffusion theory. Moore suggested that there is a gap between each type of consumer， which cuts off the diffusion of new products. The crack between the early adopters and the early majority is the most obvious and the least likely to cross. This crack is said to be The "gap" or the " chasm ". The realization of crossing the chasm is important for companies and is an important guarantee for companies to continuously improve their market competitiveness and obtain high profits. Therefore，in light of the practical issues in the diffusion of new products，this paper examines how early adopters of new product diffusion in the context of social networking affect the intentions of early majority to adopt innovation in the context of social networking，thereby facilitating the adoption of the majority of users and acrossing the “chasm”. The empirical results show that the early public perception value plays a role of a complete intermediary between the early adopter's peer influence and the early majority's intentions to adopt new product；peer influence has a significant effect on adopting intention through affecting perceived value. The promotion effect Among them， emotional infections have the most significant effects. Positive emotional infections can significantly increase consumer perceived value， and negative emotional infections can significantly reduce consumer perceived value. Early adopters' normative influences also have a positive effect on the early majority perception. The impact of informational influence on the intention to adopt new product is not significant；early majority perception of similarity with early adopters will positively regulate the relationship between peer influence and perceived value， and thus promote the adoption of the early majority.
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