新产品扩散中领先用户不同角色对普通用户采纳意愿的影响研究  

Impact of Different Lead Users’ Roles on Adoption Intention of Ordinary Users in New Product Diffusion

作　　者：王晨筱 王丽[1] 张庆普[1] WANG Chen-xiao;WANG Li;ZHANG Qing-pu(School of Management,Harbin Institute of Technology,Harbin 150001,China)

机构地区：[1]哈尔滨工业大学经济与管理学院

出　　处：《研究与发展管理》2019年第5期103-113,共11页R&D Management

基　　金：国家自然科学基金资助项目“创意发酵视角下创意团队复杂创意方案形成过程机理研究”(71573064),“复合网络环境下创意团队创意过程中隐性知识转化与整合研究”(71273076);国家自然科学基金重大项目子课题“大数据环境下的商业模式创新及知识管理”(71490724)

摘　　要：领先用户在新产品形成中扮演着重要的角色,然而,鲜有研究关注其在新产品扩散中如何影响普通用户的采纳意愿。基于创新扩散理论,本文提炼出新产品扩散中领先用户的扩散先驱和意见领袖两种角色,并构建了领先用户对普通用户采纳意愿影响的理论模型。运用多数据源收集到的217份问卷进行实证检验,研究结果表明:新产品扩散中领先用户的两种角色正向影响普通用户的采纳意愿;认知移情正向调节两种角色与普通用户采纳意愿之间的关系;用户信任度则负向调节扩散先驱与普通用户采纳意愿之间的关系。Lead users play an important role in the formation of new products,however,there has been few researches on how they influence adoption intention of ordinary users in new product diffusion.Based on innovation diffusion theory,it refined two roles,namely diffusion pioneers and opinion leaders,in new product diffusion,and built a theoretical model of the impact of lead users on adoption intention of ordinary users.By conducting the empirical test of 217 questionnaires collected from multiple data sources,the results show that in new product diffusion,the two roles of lead users(diffusion pioneers and opinion leaders)have a positive effect on adoption intention of ordinary users;cognitive empathy positively moderates the relationships between diffusion pioneers,opinion leaders and the adoption intention of ordinary users;user trust degree negatively moderates the relationship between opinion leaders and adoption intention of ordinary users.

关 键 词：新产品扩散 领先用户 普通用户 采纳意愿 

分 类 号：F273.2[经济管理—企业管理]