感知产品创新为顾客带来灵感还是风险:基于享乐购物动机的调节作用  

Is perceived product innovativeness bringing risk or inspiration to customers:Based on the moderating effect of hedonic shopping motivation

作　　者：董晓舟 DONG Xiaozhou(School of Business Administration,Shanghai Lixin University of Accounting and Finance,Shanghai 201209,China)

机构地区：[1]上海立信会计金融学院工商管理学院,上海201209

出　　处：《管理工程学报》2020年第5期95-104,共10页Journal of Industrial Engineering and Engineering Management

基　　金：上海市哲学社会科学规划课题(2018EGL018)。

摘　　要：虽然灵感普遍存在于顾客的消费体验之中,至今为止的营销学文献并没有给予过多的关注与重视。我们通过引入顾客灵感、感知风险以及享乐购物动机这三个消费者心理认知层面的机制变量来对“感知产品创新→产品购买意向”这一经典模型进行扩展。随后,通过一个对320名大学本科生与MBA学生的实验来对研究假设进行检验。研究结果发现,感知产品创新对于购买意向的影响具有双面性(兼有了正面与负面影响)。首先,感知产品创新可以通过提升顾客灵感来正面影响产品购买意向。其次,感知产品创新还可以通过提升感知风险来降低顾客对于新产品的购买意向。感知风险与顾客灵感可以在感知产品创新与产品购买意向之间起到完全中介作用。最后,我们还发现个体的享乐购物动机可以显著降低感知产品创新对于感知风险的影响程度以及显著提升感知产品创新对于顾客灵感的影响程度。本文可以从理论与实证两方面对感知产品创新、感知风险以及顾客灵感的研究文献进行丰富。Although inspiration is common in consumer experiences,the literature on marketing has not given enough attention.Modern enterprises must not only create products and services for customers,but also provide customers with new concepts,thereby improving customers'consumption experience.Customer inspiration is an important marketing indicator to measure consumer experience.This study reveals the importance of customer inspiration for customer consumption experience from both theoretical and practical aspects.By introducing the three psychological variables of customer inspiration,perceived risk and hedonic shopping motivation,the classic model of perceived product innovation→customer purchase intention is expanded.We use empirical research to test the relevant hypotheses,and verify these hypotheses through experiments on 320 undergraduates and MBA students.We examine how perceived product innovation influences product purchase intentions through customer inspiration and perceived risk,and examines the moderating effect of hedonic shopping motivation on related influence paths.The results show that perceived product innovation has a significant positive effect on customer inspiration,and hedonic shopping motivation has a significant positive moderating effect on this influence path.Perceived product innovation has a negative impact on perceived risk.The hedonic shopping motivation has a significant negative moderating effect on the influence path.Perceived risk has a negative effect on purchase intention,while customer inspiration has a positive effect on purchase intention.This paper enriches the connotation of perceived product innovation,perceived risk and customer inspiration from both theoretical and empirical research,and provides practical guidance for enterprises to product innovation based on consumer perspective.For the first time,we have introduced the psychological construct of customer inspiration into the field of product innovation research.Through theoretical analysis and empirical research,we disc

关 键 词：感知产品创新 顾客灵感 感知风险 享乐购物动机 产品购买意向 

分 类 号：F713.50[经济管理—市场营销]