触觉对高技术产品创新扩散影响研究:兼论决策环境的调节作用  

Research on the Impact of Touch Experience on the Diffusion of Innovations of High-tech Product

作　　者：董伶俐[1,2] 晁钢令[1] 

机构地区：[1]上海财经大学国际工商管理学院,上海200439 [2]河南财经政法大学工商管理学院,河南郑州450002

出　　处：《经济管理》2012年第6期128-137,共10页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金项目"高新技术标准战略的风险管理研究"(06BJY024);上海财经大学博士创新基金资助项目"消费者知识对高新技术标准产品创新扩散影响研究"(CXJJ-2011-378)

摘　　要：本文采用组间实验设计,旨在研究触觉对高新技术产品创新扩散影响,并进一步研究了产品属性感知和享乐体验的中介作用,以及决策环境的调节作用。结果表明,相比低触觉体验,高触觉体验的消费者呈现出更高的购买意愿;产品属性和享乐体验在其中起完全中介作用;相比低触觉体验,高触觉体验的消费者对产品属性和享乐体验的获取更容易受到决策环境吵杂程度的影响。因此,在高新技术产品创新扩散中,触觉营销应该引起企业的足够重视,企业应根据这些特点制定相应营销策略,以提高高新技术产品创新扩散的速度。The life cycles of technology are getting shorter and shorter, the replacement rate of innovative prod ucts is becoming faster and faster, which force enterprises to increase investment in R ＆ D. Clearly, in this con text, the risks of R ＆ D and production of hightech enterprises are very high. Even if the technology was success fully developed, without an effective fast diffusion, the technologywould perish rapidly. Therefore, the innovation diffusion of hightech became very important. Existing researches about influencing factors on the innovation diffusion of new products were more concentrat ed in the following areas ： marketing mix factors （ such as price ; place ; product） ; competitors factors （ such brand competition） and consumer factors（such as consumer innovativeness; personal characteristics; consumers＇ product knowledge） , existing researches rarely studied from the sensory perspective, however, studies had found that the products were inherently pleasure people＇s senses; The more senses enterprises eouldcreate and highlight for prod ucts, the products more attractive to consumers, consumers＇ purchase intention would be strong. So, in this paper, the author analyzed the influence of touch experience on the diffusion of innovations of high tech product, analyzed the mediator effects of product attribute and hedonie experience, as well as the moderator effects of the decisionmaking environment. Using betweengroups design, the author confirmed that： the influence of touch experience on consumers＇ purchase intention was significant, the higher the degree of consumers touching products was, the greater consumers＇ willingness to buy was ; the mediator effects of product attribute perception and hedonic experience were significant, that was, the impact of touch experienceon purchase intention was completely through product attributes and hedonic experience, which was of great significance for deepening the understanding of the role of touch experience, and reveal the ＂black

关 键 词：触觉 高技术产品 创新扩散 决策环境 

分 类 号：F276.44[经济管理—企业管理]