感知產(chǎn)品創(chuàng)新的作用結(jié)果及其機(jī)制研究
發(fā)布時(shí)間：2019-05-18 12:44
【摘要】：十八大以來(lái),建設(shè)創(chuàng)新型國(guó)家,以創(chuàng)新促發(fā)展,已成為黨和國(guó)家的重要戰(zhàn)略和執(zhí)政方針,創(chuàng)新對(duì)于實(shí)現(xiàn)偉大中國(guó)夢(mèng)具有重要的現(xiàn)實(shí)意義。企業(yè)作為國(guó)家創(chuàng)新體系中的主力軍,承擔(dān)著重要的任務(wù)和使命。盡管每年各大企業(yè)會(huì)在產(chǎn)品創(chuàng)新上投入大量的資金,但創(chuàng)新的成功率卻并不高,即便是在市場(chǎng)成熟度較高的美國(guó),新產(chǎn)品開(kāi)發(fā)的成功率也僅為16%左右。究其原因,主要在于營(yíng)銷(xiāo)者對(duì)產(chǎn)品創(chuàng)新性的認(rèn)識(shí)與消費(fèi)者存在著顯著差異(Calantone等,2006)。創(chuàng)新是國(guó)內(nèi)外管理研究的重要話(huà)題。然而,以往的創(chuàng)新研究主要從企業(yè)客觀的技術(shù)創(chuàng)新角度出發(fā),研究創(chuàng)新類(lèi)型(Robert和Veryzer,1998)、創(chuàng)新能力(Guan,2003)、創(chuàng)新的組織形式(Tsai,2001)等方面對(duì)企業(yè)績(jī)效的影響,卻忽略了消費(fèi)者對(duì)企業(yè)和產(chǎn)品創(chuàng)新的主觀感知和看法(Kunz等,2011)。感知產(chǎn)品創(chuàng)新主要考察的是消費(fèi)者對(duì)產(chǎn)品或服務(wù)創(chuàng)新的主觀感知和判斷。與企業(yè)客觀視角的創(chuàng)新研究不同,該領(lǐng)域研究強(qiáng)調(diào)以顧客為創(chuàng)新判斷的主體,要求企業(yè)站在消費(fèi)者視角上審視產(chǎn)品或服務(wù)的創(chuàng)新性,它開(kāi)創(chuàng)了創(chuàng)新研究的新視角,是繼消費(fèi)者創(chuàng)新(consumer as innovators)和消費(fèi)者創(chuàng)新性(consumer innovativeness)之后從消費(fèi)者視角研究創(chuàng)新的“第三路經(jīng)”,也是近年來(lái)西方創(chuàng)新研究領(lǐng)域中的熱點(diǎn)問(wèn)題。本文在全面回顧國(guó)內(nèi)外感知產(chǎn)品創(chuàng)新研究成果的基礎(chǔ)上,發(fā)現(xiàn)感知產(chǎn)品創(chuàng)新影響作用研究是該領(lǐng)域研究的薄弱環(huán)節(jié)。在相關(guān)研究中,關(guān)于感知產(chǎn)品創(chuàng)新與消費(fèi)者行為之間關(guān)系的研究還很少,且僅有的研究注重考察感知產(chǎn)品創(chuàng)新對(duì)消費(fèi)者行為的直接影響作用,很少研究關(guān)注其作用機(jī)制。另外,現(xiàn)有研究側(cè)重考察感知產(chǎn)品創(chuàng)新對(duì)消費(fèi)者態(tài)度和行為的影響,而從品牌角度考察感知產(chǎn)品創(chuàng)新作用結(jié)果的還很少。針對(duì)現(xiàn)有研究的不足,本文提出了以下兩個(gè)研究問(wèn)題：(1)從消費(fèi)者行為角度,分析感知產(chǎn)品創(chuàng)新對(duì)新產(chǎn)品購(gòu)買(mǎi)意愿的影響機(jī)制；(2)從品牌角度,分析感知產(chǎn)品創(chuàng)新對(duì)品牌資產(chǎn)的影響機(jī)制。本文根據(jù)研究目標(biāo)和內(nèi)容,在已有研究的基礎(chǔ)上,結(jié)合信息經(jīng)濟(jì)學(xué)、認(rèn)知心理學(xué)、傳播學(xué)和營(yíng)銷(xiāo)學(xué)等學(xué)科知識(shí)和理論,構(gòu)建了本研究的兩個(gè)概念模型。為了更好地模擬消費(fèi)者購(gòu)買(mǎi)和選擇新產(chǎn)品的情境,本文主要采用實(shí)驗(yàn)法進(jìn)行數(shù)據(jù)收集,以科技類(lèi)產(chǎn)品為例,針對(duì)212位有效樣本,通過(guò)為期15周的縱向?qū)嶒?yàn),共發(fā)放調(diào)查問(wèn)卷1826份,回收有效問(wèn)卷1585份。在數(shù)據(jù)分析上,本文采用SPSS19.0和Lisrel8.7統(tǒng)計(jì)軟件,運(yùn)用探索性因子分析、驗(yàn)證性因子分析、多元回歸分析和結(jié)構(gòu)方程模型對(duì)所提出的概念模型進(jìn)行了實(shí)證檢驗(yàn)。最后,本文基于實(shí)證研究結(jié)論從提升新產(chǎn)品開(kāi)發(fā)績(jī)效和提升品牌資產(chǎn)兩個(gè)方面給出了具體的管理建議。本文的創(chuàng)新點(diǎn)主要體現(xiàn)在以下三個(gè)方面：(1)從消費(fèi)者行為角度,揭示了感知產(chǎn)品創(chuàng)新對(duì)新產(chǎn)品購(gòu)買(mǎi)意愿的作用機(jī)制。以往研究大都從單一維度考察感知產(chǎn)品創(chuàng)新對(duì)消費(fèi)者行為的直接影響作用,但感知產(chǎn)品創(chuàng)新本身是一個(gè)復(fù)雜的多維度概念,以往的這些研究并不能完全揭示出感知產(chǎn)品創(chuàng)新與新產(chǎn)品購(gòu)買(mǎi)意愿之間的復(fù)雜關(guān)系,也不足以對(duì)企業(yè)的創(chuàng)新實(shí)踐提出更有針對(duì)性的建議。本研究引入中介和調(diào)節(jié)變量,從不同維度加以研究和分析,明確了感知產(chǎn)品創(chuàng)新對(duì)新產(chǎn)品購(gòu)買(mǎi)意愿的具體作用關(guān)系,得到了更具實(shí)踐意義的研究結(jié)論。(2)從品牌角度,揭示了感知產(chǎn)品創(chuàng)新對(duì)品牌資產(chǎn)的作用機(jī)制。目前很少研究關(guān)注感知產(chǎn)品創(chuàng)新對(duì)品牌的影響作用,且在品牌資產(chǎn)的影響因素研究中,也很少有學(xué)者探討過(guò)創(chuàng)新與品牌資產(chǎn)的關(guān)系。本研究關(guān)于感知產(chǎn)品創(chuàng)新對(duì)品牌資產(chǎn)作用機(jī)制的探討,有助于彌補(bǔ)以上研究的不足。同時(shí),也可以為企業(yè)提升品牌資產(chǎn)提供新的思路和方法。(3)關(guān)于消費(fèi)者創(chuàng)新性調(diào)節(jié)作用的探討。現(xiàn)有研究大都將消費(fèi)者創(chuàng)新性作為影響新產(chǎn)品擴(kuò)散的重要變量加以考察,本研究在探討感知產(chǎn)品創(chuàng)新與品牌資產(chǎn)之間關(guān)系時(shí),引入消費(fèi)者創(chuàng)新性這個(gè)變量,明確了創(chuàng)新性較強(qiáng)的消費(fèi)者在品牌管理中的作用,豐富了已有研究成果。
[Abstract]:Since the 18th century, the construction of an innovative country has become an important strategy and the governing policy of the Party and the country, and it is of great practical significance to realize the great Chinese dream. As the main force in the national innovation system, the enterprise has an important task and mission. The success rate of innovation is not high, even in the US where the market maturity is high, and the success rate of new product development is only about 16%, even in the United States with high market maturity. The reason is that marketers have a significant difference in product innovation (Calanone et al.,2006). Innovation is an important topic of domestic and foreign management research. However, the past innovation research is mainly from the objective technical innovation angle of the enterprise, and the influence of the innovation type (Robert and Veryzer,1998), the innovation ability (Guan,2003) and the innovative organization form (Tsai,2001) on the performance of the enterprise is studied. It ignores the consumer's subjective perception and perception of enterprise and product innovation (Kunz et al.,2011). Perceptual product innovation mainly focuses on the consumer's subjective perception and judgment of product or service innovation. Different from the innovation of the objective perspective of the enterprise, the research in this field emphasizes the innovation of the product or service by the customer as the main body of the innovation judgment, and it creates a new perspective of the innovation research. It is a hot issue in the research field of western innovation in recent years, which is the "the third path" of research and innovation from the perspective of consumers following consumer innovation and consumer innovation. This paper, based on the comprehensive review of the research results of the product innovation at home and abroad, has found that the research on the effect of the innovation of the perceived product is the weak link of the research in this field. In the relevant research, there is little research on the relationship between the product innovation and the consumer's behavior, and only the research focuses on the direct impact of the product innovation on the consumer's behavior, and few research focuses on its mechanism of action. In addition, the existing research focuses on the study of the effect of perceived product innovation on the attitude and behavior of consumers. In view of the shortcomings of the existing research, the following two research questions are put forward: (1) from the perspective of the consumer's behavior, the mechanism of the impact of the product innovation on the new product's will to purchase is analyzed; and (2) the influence mechanism of the product innovation on the brand's assets is analyzed from the brand angle. Based on the research object and content, this paper constructs two conceptual models of this study on the basis of the existing research, combining with the knowledge and theory of information economics, cognitive psychology, communication and marketing. In order to better simulate the situation of consumers' purchase and selection of new products, this paper mainly uses the experimental method to collect the data, taking the scientific and technological products as an example, through a 15-week longitudinal experiment, a total of 1826 questionnaires were issued, and 1585 of the effective questionnaires were collected. Based on the data analysis, this paper makes an empirical study on the proposed conceptual model by using the statistical software of SPSS19.0 and Lisr.7, using the exploratory factor analysis, the confirmatory factor analysis, the multiple regression analysis and the structural equation model. Finally, based on the empirical study, the paper gives a specific management suggestion from two aspects of improving the performance of the new product and improving the brand's assets. The innovation point of this paper is mainly embodied in the following three aspects: (1) From the perspective of the consumer's behavior, the mechanism of perceived product innovation's willingness to purchase new products is revealed. In the past, the direct effect of product innovation on consumer behavior is studied from a single dimension, but the perception of product innovation itself is a complex multi-dimensional concept. The past studies do not fully reveal the complex relationship between the perceived product innovation and the new product's purchase will, and it is not enough to put forward more specific suggestions on the innovation practice of the enterprise. This study introduces the mediation and adjustment variables, and studies and analyzes the different dimensions, and defines the specific function relation of the product innovation to the new product's purchasing will, and gets a more practical research conclusion. (2) From the perspective of the brand, the mechanism of the perceived product innovation on the brand's assets is revealed. At present, little attention is paid to the effect of the product innovation on the brand, and in the research of the influence factors of the brand assets, there are few scholars to explore the relationship between the innovation and the brand assets. The purpose of this study is to explore the mechanism of the product innovation to the brand's assets, and to make up for the deficiency of the above research. At the same time, it is also possible to provide new ideas and methods for the enterprise to improve the brand assets. (3) Discussion on the innovative regulation of the consumer. In the present study, the innovation of the consumer is considered as an important variable which influences the diffusion of the new product. In this study, when the relationship between the product innovation and the brand asset is discussed, the new variable of the consumer is introduced, and the role of the innovative and strong consumer in the brand management is defined. The research results have been enriched.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F273.2;F273.1
本文編號(hào)：2480015
[Abstract]:Since the 18th century, the construction of an innovative country has become an important strategy and the governing policy of the Party and the country, and it is of great practical significance to realize the great Chinese dream. As the main force in the national innovation system, the enterprise has an important task and mission. The success rate of innovation is not high, even in the US where the market maturity is high, and the success rate of new product development is only about 16%, even in the United States with high market maturity. The reason is that marketers have a significant difference in product innovation (Calanone et al.,2006). Innovation is an important topic of domestic and foreign management research. However, the past innovation research is mainly from the objective technical innovation angle of the enterprise, and the influence of the innovation type (Robert and Veryzer,1998), the innovation ability (Guan,2003) and the innovative organization form (Tsai,2001) on the performance of the enterprise is studied. It ignores the consumer's subjective perception and perception of enterprise and product innovation (Kunz et al.,2011). Perceptual product innovation mainly focuses on the consumer's subjective perception and judgment of product or service innovation. Different from the innovation of the objective perspective of the enterprise, the research in this field emphasizes the innovation of the product or service by the customer as the main body of the innovation judgment, and it creates a new perspective of the innovation research. It is a hot issue in the research field of western innovation in recent years, which is the "the third path" of research and innovation from the perspective of consumers following consumer innovation and consumer innovation. This paper, based on the comprehensive review of the research results of the product innovation at home and abroad, has found that the research on the effect of the innovation of the perceived product is the weak link of the research in this field. In the relevant research, there is little research on the relationship between the product innovation and the consumer's behavior, and only the research focuses on the direct impact of the product innovation on the consumer's behavior, and few research focuses on its mechanism of action. In addition, the existing research focuses on the study of the effect of perceived product innovation on the attitude and behavior of consumers. In view of the shortcomings of the existing research, the following two research questions are put forward: (1) from the perspective of the consumer's behavior, the mechanism of the impact of the product innovation on the new product's will to purchase is analyzed; and (2) the influence mechanism of the product innovation on the brand's assets is analyzed from the brand angle. Based on the research object and content, this paper constructs two conceptual models of this study on the basis of the existing research, combining with the knowledge and theory of information economics, cognitive psychology, communication and marketing. In order to better simulate the situation of consumers' purchase and selection of new products, this paper mainly uses the experimental method to collect the data, taking the scientific and technological products as an example, through a 15-week longitudinal experiment, a total of 1826 questionnaires were issued, and 1585 of the effective questionnaires were collected. Based on the data analysis, this paper makes an empirical study on the proposed conceptual model by using the statistical software of SPSS19.0 and Lisr.7, using the exploratory factor analysis, the confirmatory factor analysis, the multiple regression analysis and the structural equation model. Finally, based on the empirical study, the paper gives a specific management suggestion from two aspects of improving the performance of the new product and improving the brand's assets. The innovation point of this paper is mainly embodied in the following three aspects: (1) From the perspective of the consumer's behavior, the mechanism of perceived product innovation's willingness to purchase new products is revealed. In the past, the direct effect of product innovation on consumer behavior is studied from a single dimension, but the perception of product innovation itself is a complex multi-dimensional concept. The past studies do not fully reveal the complex relationship between the perceived product innovation and the new product's purchase will, and it is not enough to put forward more specific suggestions on the innovation practice of the enterprise. This study introduces the mediation and adjustment variables, and studies and analyzes the different dimensions, and defines the specific function relation of the product innovation to the new product's purchasing will, and gets a more practical research conclusion. (2) From the perspective of the brand, the mechanism of the perceived product innovation on the brand's assets is revealed. At present, little attention is paid to the effect of the product innovation on the brand, and in the research of the influence factors of the brand assets, there are few scholars to explore the relationship between the innovation and the brand assets. The purpose of this study is to explore the mechanism of the product innovation to the brand's assets, and to make up for the deficiency of the above research. At the same time, it is also possible to provide new ideas and methods for the enterprise to improve the brand assets. (3) Discussion on the innovative regulation of the consumer. In the present study, the innovation of the consumer is considered as an important variable which influences the diffusion of the new product. In this study, when the relationship between the product innovation and the brand asset is discussed, the new variable of the consumer is introduced, and the role of the innovative and strong consumer in the brand management is defined. The research results have been enriched.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F273.2;F273.1
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