【摘要】：由于消費(fèi)者天然創(chuàng)新抗拒意識(shí)的存在,新產(chǎn)品擴(kuò)散客觀上存在一定風(fēng)險(xiǎn)；隨著人際間負(fù)面口碑的傳播,新產(chǎn)品在擴(kuò)散中會(huì)面臨更多的風(fēng)險(xiǎn)；尤其在移動(dòng)互聯(lián)網(wǎng)環(huán)境下,風(fēng)險(xiǎn)會(huì)隨著人際間負(fù)面口碑的傳播被無限放大,導(dǎo)致創(chuàng)新失敗。目前,國內(nèi)外學(xué)者對于新產(chǎn)品擴(kuò)散的研究大都基于創(chuàng)新采用的視角,對創(chuàng)新抗拒的研究也過多集中于消費(fèi)者特征和創(chuàng)新特征因素,對于傳播過程中關(guān)系網(wǎng)絡(luò)與創(chuàng)新抗拒關(guān)系的實(shí)證研究涉略不多。但現(xiàn)實(shí)網(wǎng)絡(luò)社區(qū)中的關(guān)系網(wǎng)絡(luò)對新產(chǎn)品能否成功擴(kuò)散具有重要影響,因而研究關(guān)系網(wǎng)絡(luò)的類型對消費(fèi)者創(chuàng)新抗拒的影響具有重要的理論價(jià)值和現(xiàn)實(shí)意義。 本研究基于食品論壇情境,以轉(zhuǎn)基因食品為對象,利用社會(huì)網(wǎng)絡(luò)分析與內(nèi)容評判法確定了網(wǎng)絡(luò)社區(qū)中的關(guān)系網(wǎng)絡(luò)屬性之一——公平匹配關(guān)系,基于前期學(xué)者的研究成果并結(jié)合網(wǎng)絡(luò)環(huán)境,挖掘出了公平匹配關(guān)系中的身份披露、經(jīng)驗(yàn)技能、社會(huì)關(guān)系、關(guān)系強(qiáng)度與社區(qū)成員創(chuàng)新抗拒之間的關(guān)系假設(shè),同時(shí)了解不同程度的產(chǎn)品參與是否對假設(shè)關(guān)系造成顯著差異。研究結(jié)果表明,公平匹配關(guān)系中的經(jīng)驗(yàn)技能、社會(huì)關(guān)系和關(guān)系強(qiáng)度均與社區(qū)成員的創(chuàng)新抗拒呈現(xiàn)顯著的正相關(guān)關(guān)系；而身份披露與創(chuàng)新抗拒沒有顯著相關(guān)關(guān)系。產(chǎn)品參與會(huì)對社會(huì)關(guān)系、關(guān)系強(qiáng)度與創(chuàng)新抗拒的關(guān)系產(chǎn)生顯著的正向調(diào)節(jié)作用。最后,結(jié)合有關(guān)研究結(jié)論,提出了網(wǎng)絡(luò)環(huán)境下企業(yè)新產(chǎn)品擴(kuò)散實(shí)踐的若干建議。 該研究對于把握中國市場網(wǎng)絡(luò)社區(qū)關(guān)系及其對企業(yè)新產(chǎn)品擴(kuò)散障礙的影響有一定的理論啟示和實(shí)踐借鑒價(jià)值。
[Abstract]:Due to the existence of consumers' natural sense of resistance to innovation, there are certain risks in the diffusion of new products, and with the spread of negative word of mouth among people, the new products will face more risks in the process of diffusion. Especially in the mobile Internet environment, the risk will be unlimited amplification with the spread of negative word of mouth, resulting in innovation failure. At present, domestic and foreign scholars' researches on the diffusion of new products are mostly based on the perspective of innovation, and the research on innovation resistance also focuses too much on consumer characteristics and innovation characteristics. There are few empirical studies on the relationship between network and innovation resistance in the process of communication. However, the relationship network in the real network community has an important impact on the successful diffusion of new products, so it is of great theoretical value and practical significance to study the type of relationship network on the impact of consumer innovation resistance. Based on the situation of food forum, this study uses social network analysis and content evaluation method to determine one of the attributes of the relationship network in the online community, which is the fair matching relationship, taking genetically modified food as the object. Based on the previous research results and the network environment, the hypothesis of the relationship between identity disclosure, experiential skills, social relations, relationship intensity and community members' innovation resistance in the fair matching relationship is excavated. At the same time, we know whether the different degree of product participation has significant difference on the hypothetical relationship. The results show that the empirical skills, social relations and relationship strength in the fair matching relationship are significantly positively correlated with the innovation resistance of community members, while identity disclosure has no significant correlation with innovation resistance. Product participation has a significant positive effect on social relations, relationship strength and innovation resistance. Finally, some suggestions on the practice of new product diffusion under the network environment are put forward in the light of the relevant research conclusions. This research has certain theoretical enlightenment and practical reference value for grasping the relationship of network community in Chinese market and its influence on the barrier of new product diffusion.
【學(xué)位授予單位】：武漢科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F273.1

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