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论文编号：	7536
作者编号：	2120132416
上传时间：	2015/6/11 22:29:41
中文题目：	感知风险和感知趣味性对新产品购买倾向影响研究
英文题目：	Study on Influence of Perceived Risk And Perceived Interest on New Product Purchasing Intention
指导老师：	杜建刚
中文关键字：	产品创新度；感知风险；感知趣味性；调节聚焦
英文关键字：	product newness; perceived risk; perceived interest; self-regulation
中文摘要：	近些年以来，随着市场上产品品类的极大丰富和产品质量的不断提高，市场竞争日渐激烈，加之当下的消费者，尤其是年轻消费者对新鲜事物的尝试欲望十分强烈，在同类产品不同品牌间的切换日渐频繁，从而呈现出品牌忠诚度下降的趋势。故而，当前环境下，企业对新产品创新的重视程度越来越高，以期通过不断的产品创新保持其竞争优势，吸引消费者的关注，进而强化品牌与消费者之间的粘性，保持并提高消费者对品牌的忠诚度。 本文从消费者感知的角度着手，通过产品创新度、感知风险、感知趣味性、调节聚焦等理论，探讨感知风险和感知趣味性是否会作用于消费者对新产品的接受程度，以及此作用机制是否受到消费者个体因素，即调节聚焦效应的影响。目前，有关产品创新的研究多集中于行业和企业层面，如企业创新战略研究、企业创新绩效研究、企业创新价值链管理等等，从消费者端入手探讨新产品采用和接受度的研究相对较少，因此，针对消费者对产品创新程度的接受度进行深入挖掘和研究，在理论和营销实践上都具有创新性。 通过两个实验，本文得到如下结论： 第一，在产品创新度与消费者购买倾向的作用机制中，感知风险受产品创新程度影响，与产品创新程度呈正比，但是负向影响了消费者对创新产品的购买倾向。即，感知风险负向中介了产品创新度对购买倾向的作用。 第二，感知趣味性同样在产品创新度对购买倾向的作用上起到了中介作用，且感知趣味性与产品创新度呈正比，但与感知风险相反，感知趣味性提高了消费者对新产品的购买倾向。 第三，在不同的产品创新度水平下，消费者的调节聚焦倾向对感知风险和感知趣味性的双中介效应有调节作用。相比于防御聚焦倾向个体，促进聚焦个体对创新产品的接受程度更高；且在促进聚焦倾向下，消费者的更多地体验到感知趣味性的中介作用；而在防御聚焦倾向下，消费者更多地体验到感知风险的中介作用。
英文摘要：	Nowdays, with the greatly increasing of diversification and improving of quality of products, the competition is becoming more and more fierce. Besides, the consumers, especially the young consumers, have a strong desire to try new products, which leads to a higher switch rate between different brands. All these contribute to a trend that the brand loyalty is decreasing. Thus, the companies pay more attention on the innovation of new products to attract the attention of consumers and maintain their competitive advantage, which in turn helps strengthen the viscosity between brands and consumers and enhance the brand loyalty. From the perspective of the consumer perception, we try to explore whether perceived risk and perceived interest will be applied to the consumers’ acceptance of new products, as well as whether the mechanism of action, which means the focusing effect of the adjustment, will be affected by the individual factors. Through two experiments, the conclusions are as follows: First, the consumers’ tendency of buying new products and the degree of product innovation are negatively related. And, perceived risk, affected by the degree of product innovation, is negetively related to the consumers’ tendency of new product purchasing.Second, perceived interest also plays an intermediary role between the tendency of purchasing new products and product innovation. Perceived interest and product innovation are positively related. However, compared with perceived risk, perceived interest helps increase the consumers’ tendency of purchasing new products.Third, the consumers’ acceptance of purchasing new products are affected by the tendency of self-regulation.Customers with promotion focus experience more perceived interest, therefor they show more preference tendency to new product.However, customers with prevention focus feel more perceived risk, and show less preference to new product.
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