تأثیر نوآوری در زمینه خاص بر رفتار خرید اکتشافی در محصولات نوآور
محورهای موضوعی : نوآوري و خلاقيت
علیرضا خوراکیان
1
,
مونا کاردانی ملکی نژاد
2
,
فریبرز رحیم نیا
3
1 - دانشگاه فردوسی مشهد
2 - دانشگاه فردوسی مشهد
3 - دانشگاه فردوسی مشهد
کلید واژه: اطلاعات دارای نوگرایی جستجو اطلاعات اکتشافی کسب اکتشافی محصول محصول دارای نوگرایی محصولات نوآور,
چکیده مقاله :
نوآوری محصول برای اکثر شرکت‌های فناوری اطلاعات یک راهبرد کلیدی است و مزایای رقابتی آنها با ظهور فناوری‌های جدید بسیار مرتبط است. لذا برای كمك به حداقل‌رساندن خطر عدم موفقیت محصولات نوآور، شرکت‌ها باید به عوامل مؤثر بر موفقیت محصول جدید، از جمله شناخت نقش نوآوری مصرف‌كننده و تأثیر آن بر رفتار پذیرش محصول جدید بپردازند. بنابراین مطالعه حاضر به بررسی اثر نوآوری در زمینه خاص بر روی رفتار خرید اکتشافی مصرف‌کنندگان محصولات نوآور (محصولات هوشمند پوشیدنی) پرداخته است. روش پژوهش حاضر تحلیلی- پيمايشي اسـت و جامعـه آمـاري آن، مصرف‌کنندگان محصولات هوشمند پوشیدنی در شهر مشهد است. و برای جمع‌آوری داده‌های اولیه از ابزار پرسشنامه استفاده شد. با استفاده از فرمول‌های مربوطه، حجم نمونة آماری 390 تعیین شد. پس از جمع‌آوری داده‌ها، فرضیه‌های پژوهش با استفاده از مدل‌سازی معادلات ساختاری و از طریق نرم‌افزار آموس تجزیه و تحلیل شدند. نتایج بررسی‌ها نشان دادند که نوآوری در زمینه خاص برای پیش‌بینی پذیرش نوآوری تأثیرگذار است و بر تمایل مصرف‌کنندگان به دنبال کسب اطلاعات بیشتر و پذیرش واقعی تأثیر می‌گذارد. بنابراین پیشنهاد می‌شود که بازاریابان برای بازاریابی موفقیت‌آمیز محصولات جدید، تأثیر نوآوری‌ها از جمله نوآوری در زمینه خاص را بر رفتار خرید محصولات نوآور (هوشمند پوشیدنی) را درک کنند.
Innovation in a company is the key to success and survival in a competitive environment. The current study provides insights into management of planning and marketing of innovative technologies such as wearable technology. Businesses with new ideas have to use strategic approaches to identify and effectively communicate with innovators with the goal of successfully launching innovative products such as wearable smart products. They need to comprehand the importance of modernizers as crucial determinants of the adoption of smart wearable products. Therefore, The present research investigates the effects of innovativeness to a specific domain on exploratory purchasing behavior of the consumers of innovative products. The research method is analytical-survey, and its statistical population is the consumers of smart wearable products in Mashhad. A questionnaire was used to collect the initial data. Using the appropriate formulas, the sample size was determined 390. After gathering data, research hypotheses were analyzed using structural equation modeling and Amos software. The results of the research show that domain specific innovativeness has a positive and significant effect on the exploration purchasing behavior of smart wearable products, and all four hypotheses are confirmed. Finally, suggestions are also presented based on the results.
1- Hong, J.C., Lin, P.H., Hsieh, P.C. “The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch”, Computers in Human Behavior, 67, 264-272. 2017.
2- Bartels, J., & Reinders, M. J. “Consumer innovativeness and its correlates: A propositional inventory for future research,” Journal of Business Research, 64, 601-609. 2011.
3- Rogers, E.M. Diffusion of Innovations, The Free Press, New York, NY. 2003.
4- Midgley, D. F., & Dowling, G. R. “Innovativeness: The concept and its measurement,” Journal of Consumer Research, 4, 229-242. 1978.
5- Hirschman, E. C. “Innovativeness, novelty seeking, and consumer creativity,” Journal of Consumer Research, 7, pp. 283-295. 1980.
6- Goldsmith, R. E., & Hofacker, C. F. “Measuring consumer innovativeness,” Journal of the Academy of Marketing Science, 19, pp. 209-221. 1991.
7- Im, S. and Bayus, B.L. and Mason, C.H. “An empirical study of global consumer innovativeness. Personal characteristics, and new-product adoption Behavior,” Journal of Academy of Marketing Science. 31-1, pp. 61-73. 2003.
8- Hauser, J., Tellis, G.J., Griffin, A. “Research on innovation: a review and agenda for marketing science,” Mark. Sci. 25, pp. 687–717. 2006.
9- Chao, C.W. and Reid, M. and Mavondo, F.T. “Consumer innovativeness influence on really newproduct adoption,” Australasian Marketing Journal. 20, pp. 211–217. 2012.
10- Goldsmith, R.E., Freiden, J.B., and Eastman, J.K. The Generality/ Specifity Issue in L.V. Shavinina (Ed.). The International Handbook on Innovation, pp. 321-330. 1995.
11- Baumgartner, H., & Steenkamp, J.-B. E. M. “Exploratory consumer buying behavior: Conceptualization and measurement,” International Journal of Research in Marketing, 13, pp. 121-137. 1996.
12- Im, S., Mason, C.H., and Houston, M.B. Does Innate Consumer Innovativeness Relate to New Product/ Service Adoption Behavior? The Intervening Role of Social Learning Via Vicarious Innovativeness. 2007.
13- Roehrich, G. “Consumer innovativeness: concepts and measurements,” Journal of Business Research, 57, pp. 671-700. 2004.
14- Midgley, D.F. & Dowling, G.R. “A longitudinal study of product form innovation: the interaction between predispositions and social messages,” Journal of Consumer Research, 19-4, pp. 611-625. 1993.
15- Goldsmith, R. E., D. Kim, L. R. Flynn, and W. M.Kimm. “Price sensitivity and innovativeness for fashion among Korean consumers,” Journal of Social Psychology 145 -5, pp. 501–508. 2005.
16- Hirunyawipada, T., & Paswan, A. K. “Consumer innovativeness and perceived risk: Implications for high technology product adoption,” Journal of Consumer Marketing, 23, pp. 182-198. 2006.
17- Jeong, S.C., Kim, S.H., Park, J.Y., Choi, B. “Domain-specific innovativeness and new product adoption: A case of wearable devices,” Telematics and Informatics, 2016.
18- Goldsmith, R.E. & Flynn, L.R. “Identifying innovators in consumer product markets,” European Journal of Marketing, 26, pp. 42-55. 1992.
19- Goldsmith RE, d'Hauteville F, Flynn LR. “Theory and measurement of consumer innovativeness,” Eur J Mark, 32 -3/4, pp. 340–353. 1998.
20- Belk, R.W. “Three scales to measure constructs related to materialism: reliability, validity and relationships to measures of happiness,” Adv.Consum .Res.11, pp. 291-297. 1984.
21- Wicklund, R.A., Gollwitzer, P.M. “Symbolic self - completion, attempted influence, and self – deprecation,” Basic Appl. Soc. Psychol. 2-2, pp. 89-114. 1981.
22- Hirschman, E.C. “Innovativeness, novelty seeking, and consumer creativity,” Journal of Consumer Research. 7-3, pp. 283-95. 1980.
23- Cacioppo, J. T., & Petty, R. E. “The need for cognition,” Journal of Personality and Social Psychology, 42, pp. 116-131. 1982.
24- Belch, G.E, Belch, M.A. “Advertising and Promotion: An Integrated Marketing Communication Perspective,” .McGrow - Hill Irwin, New York, 2012.
25- Berlyne, D. E. “Motivational problems raised by exploratory and epistemic behavior,” In S. Koch (Ed.), Psychology: A study of science, 5, pp. 284 – 364. 1963.
26- Legohérel, P., Daucé, B., Hsu, C.H.C., & Ranchhold, A. “Culture, Time Orientation, and Exploratory Buying Behavior,” Journal of International Consumer Marketing, 21-2, pp. 93-107. 2009.
27- Shoham, A.Ruvio, A. “Opinion leaders and followers: a replication and extension,” Psychol Mark, 25-3, pp. 280–97. 2008.
28- Xie, Y. H. “consumer innovativeness and consumer acceptance of brand extensions,” Journal of Product & Brand Management, 17-4, pp. 235-243. 2008.
29- Huang, L.Y., Hsieh, Y.J., & Chang, S.E. “The effect of consumer innovativeness on adoption of location-based services,” Review of Global Management and Service Science, 1, pp. 17-31. 2011.
30- Wang, T. and Shih, E. “The role of player innovativeness in adopting new online games: bidimensional and hierarchical perspectives,” Int. J. Technology Marketing. 10-3, pp. 236-247. 2015.
31- Hartman, J. B., Gehrt, K. C., & Watchravesringkan, K. “Re-examination of the concept of innovativeness in the context of the adolescent segment: Development of a measurement scale,” Journal of Targeting, Measurement and Analysis for Marketing, 12, p. 353-365. 2004.
