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论文编号：	4257
作者编号：	2120102297
上传时间：	2012/6/6 11:17:56
中文题目：	消费类电子产品创新采用意图影响因素模型研究——以iphone为例
英文题目：	Study on the Influencing Factors of Innovation Adoption Intention for Consumer Electronics Product—Based on the Case of iphone
指导老师：	许晖
中文关键字：	创新采用意图，创新扩散理论，创新属性，Hofstede文化维度，iphone
英文关键字：	innovative adoption intention, innovation diffusion theory, innovation attributes, cultural dimensions, iphone
中文摘要：	随着苹果公司iPhone、iPod Touch和iPad等iOS设备在全球范围内的热销，以及国内掀起的苹果热潮，苹果公司的消费类电子产品一时间成为了焦点和热议话题。中国已成为苹果全球第二大市场，2011年第四财季中国市场销售额占全球销售额的16%。苹果在中国已经拥有7000个iphone销售点和超过200家苹果高级经销商的销售网络。国内创新采用和创新扩散的研究方兴未艾，但对创新产品，特别是消费类电子产品的研究才刚刚起步，而且对创新采用意图影响因素的研究也缺乏进一步的深入探讨，因此，从消费者创新属性感知角度对创新采用意图前置影响因素的研究具有一定的理论和现实意义。本研究回顾并梳理了国内外相关理论和已有文献研究成果，在创新扩散理论以及Hofstede文化维度模型的基础上，构建起消费者创新属性感知对创新采用意图的影响模型，并将文化维度作为前置影响因素，深入分析文化差异对创新属性的影响，进而对采用意图产生的影响作用。通过文献分析整理，结合我国消费者行为和心理特点以及iphone创新采用的现状，综合而成调查问卷量表初稿，在经过预调查之后，对问卷进行修改完善并通过纸质问卷和网络调查平台相结合的方式发放问卷以获取研究数据。在分析验证量表的信度和效度以确保其契合研究主题和研究内容的基础上，本研究运用数理统计分析方法，对问卷调查获得的原始数据进行了分析，借助结构方程模型等方法对研究假设和研究模型进行了验证。研究结果表明，创新属性的相对优势和相容性与iphone的创新采用意图之间存在显著的正向相关关系；感知风险和复杂性负向影响消费者的创新采用意图；而文化维度作为前置因素，对创新属性的影响作用得到了验证，其中，除权力距离和不确定性规避维度对复杂性的影响未获支持外，其他研究假设都通过显著性检验，获得了支持。最后根据研究结论针对创新产品，特别是为消费类电子产品企业发展战略和营销活动开展提供管理建议和借鉴参考。
英文摘要：	With iPhone, iPod Touch and iPad of Apple’s iOS devices sold worldwide, as well as the Apple craze raised in China, Apple's consumer electronics products have become the focus and the hot topic. China has become the second largest market of Apple with the Chinese market sales accounting for 16 percent of global sales in the fourth quarter of 2011. Apple has already established sales network in China, which is consist of 7000 iphone point of sale and over 200 Apple senior dealers. Domestic research on innovation adoption and innovation diffusion are in the ascendant, nevertheless the research for innovative products, especially consumer electronics products has just started, besides research with influence factors of innovation adoption intention is lack of further in-depth discussion, therefore, the studying pre-impact factors of innovation adoption intention from the perspective of consumer perception of innovation attributes are of theoretical and practical significance. This study reviews and sorts out the relevant theory and existing literature, builds consumer innovative adoption intention model of innovation attributes impact on the basis of innovation diffusion theory and Hofstede’s cultural dimensions, takes the cultural dimension as the adjustment variables and analyses moderating effect of cultural differences in the relationship between innovative attributes and adoption intention. Based on literature analysis, and combined with the status quo of China's consumer behavior and psychological characteristics, as well as iphone innovation adoption, the measurement scales draft was formed, after pilot study, revised and improved questionnaires were delivered through paper-based and web-based survey platform to obtain research data. The reliability and validity of measurement scales are examined to ensure questionnaire fit the research themes and content. The study applies mathematical statistics analysis methods to analyze the raw data, using structural equation modeling to verify the hypothesis and model. The empirical results are as follows. First, the innovation attributes of relative advantage and compatibility of the iphone have significant significant positive impact on innovative adoption intention; perception of risk and complexity negatively affect consumer adoption intention; and moderating effect of cultural dimensions on the relationship between innovative attributes and intention is verified partly, of which moderating effect on the relationship between compatibility and the intention are not significant, while moderating effect on the relationship between the perceived risk and the intention is significantly supported. According to the conclusions, corresponding management recommendations are put forward for innovative products, especially for development strategy and marketing activities of consumer electronics enterprises.
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