应用卫星产品扩散的影响因素与机制——基于中巴地球资源卫星影像产品的实证分析  

Impact Factors and Mechanism of Application Satellite's Product Diffusion——An Empirical Analysis Based on China-Brazil Earth Resource Satellite Image

作　　者：张磊[1] 李一军[2] 敖长林[2] 

机构地区：[1]中国矿业大学管理学院,徐州221116 [2]哈尔滨工业大学经济与管理学院,哈尔滨150001

出　　处：《研究与发展管理》2009年第2期1-9,114,共10页R&D Management

基　　金：国家自然科学基金资助项目"我国资源卫星社会效益的货币化评价方法及实证研究"(70771033)

摘　　要：应用卫星产业是国家战略性高技术产业,实现商业化运营是其主要的发展方向,而不断加深卫星产品在经济社会领域应用的扩散程度是实现这一目标的关键环节.以中巴地球资源卫星影像产品为分析对象,将产品采用理论和扩散理论进行有效融合,建立基于采用行为理论的影像产品扩散研究框架,运用实际调研数据,构建了结构方程模型,验证了应用卫星产品扩散的主要影响因素及其影响机制.研究结果既为扩散理论奠定了微观基础,又对促进我国应用卫星的产业化发展具有现实的指导意义.Application satellite industry is a national strategic high-tech industry. Its commercial operations will be the main development direction, and the key tache is to deepen its product diffusion in economic and social fields. Taking China-Brazil Earth Resource Satellite （CBERS） as the analysis object, it develops a research framework for image diffusion based on the theory of adoption behavior. Several hypotheses are proposed according to the eeomomy theory and image diffusion characters. It builds structural equation models by using Partial Least Square Method, and hypotheses testing shows adoption intention is influenced by mass media, satisfaction, competition, spillover effect and personal belief, but oral communication, resource and intention directly affect adoption behavior. It definitely lays a solid micro foundation for diffusion theory and sheds a light on development of application satellite industry.

关 键 词：应用卫星 产品扩散 影响因素 影响机制 结构方程模型 

分 类 号：F713.52[经济管理—市场营销]