作　　者： (蒋廉雄）; (冯睿）; ; ;

机构地区： 中山大学国际金融学院

出　　处： 《南开管理评论》 2015年第6期71-80,153,共11页

摘　　要： 研究者们对消费者创新性、品牌依恋进行了许多单独的研究,但忽视了两种特质的共同作用和新产品采用的品牌化情境。本文进行了三个研究,对两种典型品牌化情境中消费者创新性和品牌依恋如何影响新产品采用的两种不同效应问题进行了检验。研究一对消费者真实购买行为进行调查,发现消费者创新性和品牌依恋与品牌化新产品的选择分化存在关联。研究二以实验方法进一步检验消费者创新性和品牌依恋如何导致了品牌化新产品的选择分化,结果表明在竞争性市场中,高创新性—低品牌依恋和低创新性—低品牌依恋的消费者更会选择竞争品牌的新产品。研究三以实验方法证实,子品牌化新产品可收敛消费者创新性和品牌依恋导致的选择分化,表明这一策略可吸引不同类型消费者对一家企业的新产品产生集中选择的意愿。研究结果扩展和深化了现有创新采用的理论解释,为企业新产品的发展、上市和沟通提供了新启示。 Researchers have conducted rich studies on consumer innovativeness and brand attachment. However, the joint effects of both on new product adoption in branding contexts have been ig- nored. This article sets up three studies on the two kind of different effects that consumer innovativeness and brand attachment affect the choice of the new products in the two typical branding contexts. For branding context 1, study 1 based on the internet survey shows that consumer innovativeness and brand attachment have the differ- ential effect on the choice of branded new products, The participants with higher innovativeness are more inclined to select the new prod- ucts under the different brands, that is, to purchase the new products across brands. Those with lower innovativeness are more likely to choose the new products under the same brand, i.e. to purchase the new products within a brand. In contrast, the participants with higher level of brand attachment are more inclined to choose new products under the same brand, that is, to purchase the new products within a brand. Those with lower level of brand attachment are more likely to select the new products under the different brands, i.e. to purchase the new products across brands. Study 2 based on the ex- periment further examines that the differential effect resulted from consumer innovativeness and brand attachment. The results indicate the participants with higher innovativeness-lower brand attachment and those with lower innovativeness-lower brand attachment will more inclined to purchase the new products across brands, which means consumers will switch to competitive brand if more than one branded new product exist in a market. For branding context 2, study 3 based on the experiment examines that sub-branded new product converges the differential effect. It indicates that the strate- gy of sub-branding new product is able to attract the different types of participants concentrating on the new product from a company. The research results expand and deepen the existing

关 键 词： 消费者创新性 品牌依恋 新产品采用 品牌化

领　　域： [经济管理—市场营销] [经济管理—产业经济]