同群效应对消费者绿色创新抗拒的影响研究  

Simulation Study on Green Innovation Passive ResistanceModel Considering the Impact of Peer Effect

作　　者：郭莉[1] 姜志 GUO Li;JIANG Zhi(School of Business and Management,Northeastern University,Shenyang 110189,China;Shandong Gold Phoenix Co.,Ltd.,Leling 253600,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110189 [2]山东金麒麟股份有限公司,山东乐陵253600

出　　处：《上海管理科学》2023年第2期101-105,共5页Shanghai Management Science

基　　金：国家自然科学基金(71872035);辽宁省社科规划项目(L10BJY018)。

摘　　要：基于期望效用理论,定义了社会身份认同和群体决策两个维度的同群效应压力,建立消费者绿色创新采纳决策模型,通过仿真分析探究同群效应对绿色创新抗拒的作用机理。研究给出了小世界网络中绿色新产品创新扩散的路径:在扩散初期,社会身份的认同需求对消费者采纳行为的影响显著,企业应着重打造意见领袖及其社会身份;在扩散后期,周围群体决策压力对消费者采纳行为的影响更为显著,企业应着重营造群体营销及群体压力。The peer effect pressure from the two dimensions of social identity demand and social normative pressure was defined,and the utility model of consumer green innovation adoption was established based on the expected utility theory.The mechanism of peer effect on green innovation resistance was explored by simulation analysis.The results explore the path of green product innovation diffusion in small-world networks.In the early stage of green innovation diffusion,social identity demand plays the key role on consumer’s green adoption.Therefore the companies should focus on the establishment of leading users and users’social identity.In the later diffusion stage,social normative pressure plays the key role on consumer’s green adoption.Therefore the companies should focus on the establishing the marketing atmosphere of peer pressure.

关 键 词：同群效应 绿色创新扩散 期望效用理论 被动创新抗拒 仿真分析 

分 类 号：G206[文化科学—传播学]