消费者创新抵制及其影响因素研究

摘要

通过访谈和内容编码的研究方法探索消费者不同类型的创新抵制行为的影响因素，研究显示延迟采用主要受到经济风险和消费者使用模式两个因素的影响，拒绝采用主要受到经济风险、功能风险、社会风险、使用模式、感知产品形像五个因素的影响，而反对采用受到身体风险、功能风险、社会风险、传统和规范、感知产品形象五个因素的影响。研究结论对于企业创新产品的推广具有实践指导价值。%By interviewing and content encoding , the author of this paper explores consumer resistance to innovation and its antecedents . Worrying about postponement , economic risk and usage patterns are the main factors . Economic risk , functional risk , social risk , perceived image and usage patterns are important drivers of rejection . Social and functional risk , physical risk , traditions and norms , perceived image are important drivers of opposition . The research conclusion has practical guiding significance to promotion of innovative product .