بررسی تأثیر نوآوری مصرف کننده و ویژگی های شخصی وی بر پذیرش محصول جدید
محورهای موضوعی : تخصصیمحسن اکبری 1 , محمدحسن قلی زاده 2 , حمید کاظمی 3
1 - گروه مدیریت دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، ایران
2 - گروه مدیریت دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، ایران
3 - مدیریت بازرگانی، موسسه آموزش¬عالی کوشیار
کلید واژه: نوآوری مصرفکننده, ویژگیهای شخصی, پذیرش محصول جدید,
چکیده مقاله :
امروزه، مصرفکننده نوآور نقش برجستهای در پذیرش اولیه محصول جدید و پذیرش نهایی محصول جدید توسط سایر مصرفکنندگان که از نوآوری پایینتری برخوردار هستند، ایفا میکند. بر همین اساس بسیاری از شرکتها به دنبال شناسایی متغیرهای مفید برای بخشبندی مصرفکنندگان به نوآور و پذیرنده هستند. هدف این پژوهش بررسی تاثیر نوآوری مصرفکننده و ویژگیهای شخصی بر پذیرش محصول جدید است. در این تحقیق نقش تعدیلگری ویژگیهای شخصی مصرف کننده بر رابطه بین نوآوری مصرفکنننده و پذیرش محصول جدید بررسی شده است. برای این منظور پژوهش حاضر با استراتژی روش شناسی پیمایشی، نمونه ای از مشتریان محصولات کاله (در شهرهای؛ آمل، بابل و بابلسر) را مورد هدف قرار داد. بر این اساس داده های پژوهش با استفاده از ابزار پرسشنامه به روش در دسترس طی 1 ماه از ۳۹۸ نفر از مصرف کنندگان محصولات کاله جمعآوری گردید. در پایان با توجه به ماهیت علی روش شناسی پژوهش، نتایج حاصل از تحلیل داده ها از طریق نرمافزار PLS Smart حاکی از آن بود که؛ نوآوری مصرفکننده بر پذیرش محصول جدید و ویژگیهای شخصی بر نوآوری مصرفکننده تأثیرگذار است و ویژگیهای شخصی بر پذیرش محصول اثر نمیگذارد. ضمن اینکه تعدیلگری ویژگیهای شخصی بر رابطه نوآوری با پذیرش محصول جدید به جز «تحصیلات» مورد تأیید قرار نگرفت.
Nowadays, inventive consumers play a prominent role in the initial acceptance of the new product and the final acceptance of the new product by other consumers who have lower Innovativeness. Accordingly, many companies are seeking to identify the useful variables for the segmentation of consumers as innovative and adopter consumers. The purpose of this study is to investigate the effect of consumer Innovativeness and personal characteristics on the adoption of new products. In this research, the role of moderating consumer personal characteristics has been investigated on the relationship between consumer innovation and new product adoption. For this purpose, the present study was conducted with a survey methodology strategy, targeting samples of Kaleh products (in Amol, Babol and Babolsar). Accordingly, the data were collected using a convenient sampling method from 398 Kaleh consumers during 1 month. In the end, due to the nature of the causal nature of the research methodology, the results of data analysis through Smart PLS software showed that consumer Innovativeness influences the adoption of the new product and consumer characteristics impacts consumer Innovativeness, and personal characteristics does not have an effect on new product adoption. In addition, the moderation of personal characteristics on the relationship between Consumer Innovativeness and the adoption of a new product, except for "education" was not approved.
1. Amirshahi, M., & Heydar Zadeh, K., & Dabestani, F. (2012). The Effect of consumer innovativeness, personal characteristics on new-product adoption behavior, Journal of Research in Modern Marketing, (3): 1-26.
2. Arts, J. W., Frambach, R. T., & Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134-144.
3. Boso, N., Cadogan, J. W., & Story, V. M. (2012). Complementary effect of entrepreneurial and market orientations on export new product success under differing levels of competitive intensity and financial capital. International Business Review, 21(4), 667–681.
4. Buligescu, B., Hollanders, H., & Saebi, T. (2012). Social Attitudes to Innovation and Entrepreneurship. PRO INNO Europe: INNO Grips II report, Brussels: European Commission, DG Enterprise and Industry.
5. Cantamessa, M., Montagna, F., Cascini, G. (2015). Desung for innovation – A methodology to engineer the innovation diffusion into the development process.
6. Chao C.W, Reid M (2010). Consumer innovativeness and chines really new product adoption behavior. 1-5. http://anzmac2010.org/proceedings/pdf/anzmac10Final00151.pdf
7. Chao, C. W., Reid, M., & Mavondo, F. T. (2012). Consumer innovativeness influence on really new product adoption. Australasian Marketing Journal (AMJ), 20(3), 211-217.
8. Cowart, KO., Fox, GL., & Wilson, AE. (2008). A Structural Look at Consumer Innovativeness and Self-Congruence in New Product Purchases, Psychology & Marketing, 25(12), 1111-1130.
9. Dens, N. (2010). Attitudes toward the extension and parent brand in response to extension advertising. Journal of Business Research, 63(11), 1237-1244.
10. Dobre, C., dragomir, A., & preda, G. (2009). Consumer innovativeness: a marketing approach, managemanet and marketing. 4(2): 19-34.
11. Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
12. Goldsmith, R., & Flynn, L.R. (1992). Identifying Innovators in consumer Product Markets, European Journal of Marketing. 26(12): 42-55.
13. Hauser, J., Tellis, G. J., & Griffin, A. (2006). Research on Innovation: A Review and Agenda for Marketing Science. Informs , 25 (6): 687-717.
14. Henseler, J., Ringle, C., & Sinkovics, R. (2009). The use of partial least squares path modeling in international marketing. New Challenges to International Marketing, 20, 277-320.
15. Hoffman, s., & Soyez, K. (2010). A cognitive model to predict domain-specific consumer innovativeness. Journal of Business Research , 63: 778-785. 16. Ivan, Catalin; Penev, Alexander;. (2011). Chinese Consumer Attitudes towards the Electric Vehicle.
17. Lee H. J , Lim H, D. Jolly L, and Lee J (2009). Consumer Lifestyles and Adoption of High-Technology Products : A Case of South Korea. Journal of International Consumer Marketing. 21:153-167.
18. Lee, B.C.Y. (2012). The determinants of consumer attitude toward service innovation - the evidence ofETC system in Taiwan, Journal of Services Marketing, 26 (1), 9 – 19.
19. Luthie, C. (2004(. Characteristics of innovating users in a consumer goods field An empirical study of sport-related product consumers. Technovation, 24: 683-695.
20. Martin, D., Gustafsson, A., Choi, S. (2014). Service innovation, renewal, and adoption/rejection in dynamic global contexts.
21. McKechnie, S., Winklhofer, H. & Ennew, C. (2006). Applying the Technology Acceptance Model to Online Retailing of Financial Services, International Journal of Retail and Distribution Management, 34(4/5), 288-410.
22. Mowen, J. C., & Mminor, M. (2012). Consumer behavior, Translated by Abbas Saleh Ardestani & Mohammadreza Saa’di, 4th edition, Etehad-Aylar publication, Tehran, Iran.
23. Plummer, J. T. (1974). The concept and application of life style segmentation, journal of marketing, vol38. P33-37.
24. Rogers, E. M. & & Shoemaker, F. F. (1995). Diffusion of Innovations. New York: Free Press.
25. Subin, I.M., Barry, L.B. & S., Bayus, B. L., & Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior. Journal of
the Academy of Marketing Science, 31(1), 61-73. 26. Subin, I.M., Mason, C. H., & Houston, M. B. (2007). Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness. Journal of the Academy of Marketing Science, 35(1), 63-75.
27. Wetzels, M., Odekerken-Schroder, G., & Van Oppen, C. (2009). using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33 (1): 176-177.
28. Xie, Y. H. (2008). Consumer innovativeness and consumer Acceptance of brand extensions. Journal of Product & Brand Management, 17(4), 235-243.product & brand management,17, 235-243