摘要
基于产品创造性系统观,区分产品创造性二维结构——原创性和有用性,分别研究两个维度对中国消费者购买意图的影响,以及这种影响在渐进型和全新型新产品上的差异;将消费者感知产品吸引性作为中介变量纳入模型,探究感知产品原创性和有用性影响购买意愿的作用机制.使用两阶段情境问卷调查分别收集渐进型和全新型新产品的被试数据,借助结构方程建模和多群组分析的方法进行假设检验.结果发现,新产品的原创性和有用性不仅直接影响中国消费者购买意愿,还通过提升产品吸引性感知间接影响购买意愿.多群组分析表明,原创性对购买意愿的影响在两类产品上存在显著差异,但是有用性的影响不存在显著差异.
Based on the systems view of product creativity, it investigated the influence of product creativity （ originality and usefulness） on Chinese consumers＇ purchase intention, and explained whether this effect differs between incrementally new products and brand new products. Also, it took consumers＇ perceptions of product attractiveness as a mediator variable into the model, thus explained how product creativity affects consumers＇ purchase intention. Two contextual questionnaire surveys were conducted to collect data of incrementally and brand new products, and the structural equa- tion modeling and multi-group analysis were used to hypothesis test. The results show that both originality and useful- ness of the new product not only have significantly direct impacts on purchase intention, but also indirectly affect pur- chase intention through enhancing product attractiveness. Multi-group analysis shows that originality has significant difference on purchase intention of the two products, but there is no significant difference in usefulness.
作者
吴金南
李见
黄丽华
WU Jin-nan LI Jian HUANG Li-hua(School of Business, Anhui University of Technology, Ma＇anshan 243032, China School of Management, Fudan University, Shanghai 200433, China)
出处
《研究与发展管理》
CSSCI
北大核心
2017年第5期77-86,共10页
R&D Management
基金
国家自然科学基金资助项目"考虑情感介入的消费者网购决策机制研究"(71371013)
安徽省学术和技术带头人后备人选科研活动经费资助项目"考虑情感介入的消费者网购决策机制研究"(2015H067)
安徽省高校人文社会科学研究重点项目"移动界面设计与认知方式对消费者情绪的交互影响研究"(SK2016A0151)
关键词
产品创造性
原创性
吸引性
购买意愿
多群组分析
product creativity
originality
attractiveness
purchase intention
multi-group analysis
