感知行为控制、感知产品创新与购买意愿的关系研究——以绿色变轨型高技术产品为例
|
摘要
近年来我国大力发展七大战略性新兴产业,高技术创新产业日益受到重视,同时国家提倡在重大前沿科技的基础上体现绿色经济的理念。在此背景下,具有绿色、变轨、高技术特点的绿色变轨型高技术产品引发了广泛的关注。然而,绿色变轨型高技术产品在开发时面临消费者认知时间长、产品生命周期短、失败率高等困境。传统的管理和营销方法不再适用,而解决困境的途径之一,是在市场导入期明确消费者购买意向的影响因素,帮助企业尽快获得消费者的认可。基于此,文章通过选取电动汽车作为绿色变轨型高技术产品的代表,采用方便抽样的问卷调查法,运用结构方程模型和多元线性回归,探讨了感知行为控制对购买意愿的影响研究,并检验了消费者感知产品创新在两者之间的调节作用。研究证实了感知行为控制的两个维度——感知控制和自我效能均能显著正向影响消费者的购买意向。其中,自我效能维度效应更显著,而且消费者的感知产品创新越强,正向作用越明显。根据研究结论,针对绿色变轨型高技术产品提出了相应的管理启示和营销建议。
In recent years,China has made great efforts to develop seven strategic emerging industries. Hence,high technology innovation industries have attracted more and more attention. At the same time,the state promotes the concept of green economy on the basis of major cutting-edge science and technology. Under this background,green trajectory-changed Hi-tech products,featuring environmental protection,trajectory-changing and high technology,have attracted wide attention. However,as developing green high-tech products will face the plight of longer consumer perceived time,shorter product life cycle and higher failure rate,the traditional method of management and marketing is no longer applicable. One of the solutions is clearing the influence of consumer purchase intentions in market introduction period,which can help enterprises win consumers' recognition as soon as possible. Based on this,this paper selects the electric car as the representative of green Trajectory-changed Hi-tech Products to investigate the influence of perceived behavioral control on customers' purchase intention and examine the regulation function of consumer perception of product innovation on the above mentioned two factors by using sampling survey method,structural equation model and multiple linear regression. The results show that perceived control and self-efficacy dimensions of perceived behavioral control can positively influence consumers' purchase intention,of which self-efficacy dimension effect is more significant. The stronger the consumer perception of product innovation,the positive effect is more obvious. It concludes that the corresponding management inspiration and marketing suggestion are put forward for the green trajectory-changed hi-tech product.
In recent years,China has made great efforts to develop seven strategic emerging industries. Hence,high technology innovation industries have attracted more and more attention. At the same time,the state promotes the concept of green economy on the basis of major cutting-edge science and technology. Under this background,green trajectory-changed Hi-tech products,featuring environmental protection,trajectory-changing and high technology,have attracted wide attention. However,as developing green high-tech products will face the plight of longer consumer perceived time,shorter product life cycle and higher failure rate,the traditional method of management and marketing is no longer applicable. One of the solutions is clearing the influence of consumer purchase intentions in market introduction period,which can help enterprises win consumers' recognition as soon as possible. Based on this,this paper selects the electric car as the representative of green Trajectory-changed Hi-tech Products to investigate the influence of perceived behavioral control on customers' purchase intention and examine the regulation function of consumer perception of product innovation on the above mentioned two factors by using sampling survey method,structural equation model and multiple linear regression. The results show that perceived control and self-efficacy dimensions of perceived behavioral control can positively influence consumers' purchase intention,of which self-efficacy dimension effect is more significant. The stronger the consumer perception of product innovation,the positive effect is more obvious. It concludes that the corresponding management inspiration and marketing suggestion are put forward for the green trajectory-changed hi-tech product.
引文
[1]Anderson P,Tushman M L.Technological discontinuities and dominant designs:A cyclical model of technological change[J].Administrative Science Quarterly,1990,35(4):604-633.
[2]张术丹.变轨型新产品早期消费者购买意向模型的构建[J].内蒙古财经大学学报,2017,15(4):46-50.
[3]He Xiuhong,Zhan Wenjie,Hu Yingying.Consumer purchase intention of electric vehicles in China:The roles of perception and personality[J].Journal of Cleaner Production,2018,204(10):1060-1069.
[4]Ho C H,Wu W.Role of innovativeness of consumer in relationship between perceived attributes of new products and intention to adopt[J].International of Journal of Electronic Business Management,2011,9(3):258-266.
[5]肖海林,徐婷婷.不连续技术创新产品的消费者知识与购买意愿:以市场化初期3G手机为案例的实证研究[J].管理学家,2013(1):11-24.
[6]Mishra S.Adoption of e-commerce in India:Applying theory of planned behavior model[J].Joural of Internet Banking and Commerce,2014,19(1):1-17.
[7]Naman S,Shankar P,Pradip S.Impact of culture,behavior and gender on green purchase intention[J].Journal of Retailing and Consumer Services,2018,41(3):177-189.
[8]Hsiao K L.What drives smartwatch purchase intention?Perspectives from hardware,software,design,and value[J].Telematics and Informatics,2018,35(1):103-113.
[9]高键,魏胜.基于计划行为理论的生活方式绿色化形成的双重交互效应研究[J].经济与管理评论,2018(2):51-61.
[10]王阳,王伟军,刘智宇.在线负面评论信息对潜在消费者购买意愿影响研究[J].情报科学,2018,36(10):156-163.
[11]王崇,吴价宝,王延青.移动电子商务下交易成本影响消费者感知价值的实证研究[J].中国管理科学,2016,24(8):98-106.
[12]Krupa J S,Rizzo D M,Eppstein M J,et al.Analysis of a consumer survey on plug-in hybrid electric vehicles[J].Policy and Practice,2014,64(2):14-31.
[13]黄毅.顾客导向变轨技术产品早期消费者购买意向研究[D]北京:中央财经大学经济学院,2018.
[14]Bruner G C,Kumar A.Explaining consumer acceptance of handheld Internet devices[J].Journal of Business Research,2005,58(5):553-558.
[15]Vandecasteele B,Geuens M.Motivated consumer innovativeness:Concept,measurement,and validation[J].International Journal of Research in Marketing,2010,27(4):308-318.
[16]Ajezn I.The theory of planned behavior[J].Research in Health,1991,14(2):137-144.
[17]刘百灵,杨世龙,李延晖.隐私偏好设置与隐私反馈对移动商务用户行为意愿影响及交互作用的实证研究[J].中国管理科学,2018,26(8):164-178.
[18]Sarah E.Predicting substance abuse treatment completion using a new scale based on the theory of planned behavior[J].Journal of Substance Abuse Treatment,2015,46(2):174-182.
[19]David T,Krystina A.Evidence for improved sensitivity of within-participants analyses in tests of the theory of reasoned action[J].The Social Science Journal,2001,38(4):629-635.
[20]Blair K.The moderated influence of internal control:An examination across health-related behaviors[J].Journal of Consumer Psychology,2003,13(4):377-386.
[21]George B.The theory of planned behaviour and intentions to attend a sport event[J].Sport Management Review,2003,6(2):127-145.
[22]Rodgers W M,Conner M,Murray T C.Distinguishing among perceived control,perceived control,perceived difficulty,and self-efficacy as determinants of intentions and behaviours[J].British Journal of Social Psychology,2008,47(4):607-630.
[23]刘宇伟.计划行为理论和中国消费者绿色消费行为[J].中国流通经济,2008,22(8):66-69.
[24]劳可夫.消费者创新性对绿色消费行为的影响机制研究[J].南开管理评论,2013,16(4):106-113.
[25]Flannery B L,May D R.Environmental ethical decision making in the US metal-finishing industry[J].Academy of Management Journal,2000,43(4):642-662.
[26]Jin B,Kang J H.Purchase intention of chinese consumer toward a US apparel brand:A test of a composite behavior intention model[J].Journal of Consumer Marketing,2011,28(3):187-199.
[27]Rogers E M.Diffusions of Innovattions[M].New York:Free Press,2003.
[28]陈姝,刘伟,王正斌.感知产品创新对新产品购买意愿的影响机制:一项纵贯研究[J].大连理工大学学报:社会科学版,2016,37(3):77-83.
[29]薛哲,杨建辉,张中英.共创信号、产品创新感知与品牌认同:基于共创观察者的研究[J].财经论丛,2018(3):77-85.
[30]吴明隆.结构方程模型:AMOS的操作与应用[M].重庆:重庆大学出版社,2010.
[2]张术丹.变轨型新产品早期消费者购买意向模型的构建[J].内蒙古财经大学学报,2017,15(4):46-50.
[3]He Xiuhong,Zhan Wenjie,Hu Yingying.Consumer purchase intention of electric vehicles in China:The roles of perception and personality[J].Journal of Cleaner Production,2018,204(10):1060-1069.
[4]Ho C H,Wu W.Role of innovativeness of consumer in relationship between perceived attributes of new products and intention to adopt[J].International of Journal of Electronic Business Management,2011,9(3):258-266.
[5]肖海林,徐婷婷.不连续技术创新产品的消费者知识与购买意愿:以市场化初期3G手机为案例的实证研究[J].管理学家,2013(1):11-24.
[6]Mishra S.Adoption of e-commerce in India:Applying theory of planned behavior model[J].Joural of Internet Banking and Commerce,2014,19(1):1-17.
[7]Naman S,Shankar P,Pradip S.Impact of culture,behavior and gender on green purchase intention[J].Journal of Retailing and Consumer Services,2018,41(3):177-189.
[8]Hsiao K L.What drives smartwatch purchase intention?Perspectives from hardware,software,design,and value[J].Telematics and Informatics,2018,35(1):103-113.
[9]高键,魏胜.基于计划行为理论的生活方式绿色化形成的双重交互效应研究[J].经济与管理评论,2018(2):51-61.
[10]王阳,王伟军,刘智宇.在线负面评论信息对潜在消费者购买意愿影响研究[J].情报科学,2018,36(10):156-163.
[11]王崇,吴价宝,王延青.移动电子商务下交易成本影响消费者感知价值的实证研究[J].中国管理科学,2016,24(8):98-106.
[12]Krupa J S,Rizzo D M,Eppstein M J,et al.Analysis of a consumer survey on plug-in hybrid electric vehicles[J].Policy and Practice,2014,64(2):14-31.
[13]黄毅.顾客导向变轨技术产品早期消费者购买意向研究[D]北京:中央财经大学经济学院,2018.
[14]Bruner G C,Kumar A.Explaining consumer acceptance of handheld Internet devices[J].Journal of Business Research,2005,58(5):553-558.
[15]Vandecasteele B,Geuens M.Motivated consumer innovativeness:Concept,measurement,and validation[J].International Journal of Research in Marketing,2010,27(4):308-318.
[16]Ajezn I.The theory of planned behavior[J].Research in Health,1991,14(2):137-144.
[17]刘百灵,杨世龙,李延晖.隐私偏好设置与隐私反馈对移动商务用户行为意愿影响及交互作用的实证研究[J].中国管理科学,2018,26(8):164-178.
[18]Sarah E.Predicting substance abuse treatment completion using a new scale based on the theory of planned behavior[J].Journal of Substance Abuse Treatment,2015,46(2):174-182.
[19]David T,Krystina A.Evidence for improved sensitivity of within-participants analyses in tests of the theory of reasoned action[J].The Social Science Journal,2001,38(4):629-635.
[20]Blair K.The moderated influence of internal control:An examination across health-related behaviors[J].Journal of Consumer Psychology,2003,13(4):377-386.
[21]George B.The theory of planned behaviour and intentions to attend a sport event[J].Sport Management Review,2003,6(2):127-145.
[22]Rodgers W M,Conner M,Murray T C.Distinguishing among perceived control,perceived control,perceived difficulty,and self-efficacy as determinants of intentions and behaviours[J].British Journal of Social Psychology,2008,47(4):607-630.
[23]刘宇伟.计划行为理论和中国消费者绿色消费行为[J].中国流通经济,2008,22(8):66-69.
[24]劳可夫.消费者创新性对绿色消费行为的影响机制研究[J].南开管理评论,2013,16(4):106-113.
[25]Flannery B L,May D R.Environmental ethical decision making in the US metal-finishing industry[J].Academy of Management Journal,2000,43(4):642-662.
[26]Jin B,Kang J H.Purchase intention of chinese consumer toward a US apparel brand:A test of a composite behavior intention model[J].Journal of Consumer Marketing,2011,28(3):187-199.
[27]Rogers E M.Diffusions of Innovattions[M].New York:Free Press,2003.
[28]陈姝,刘伟,王正斌.感知产品创新对新产品购买意愿的影响机制:一项纵贯研究[J].大连理工大学学报:社会科学版,2016,37(3):77-83.
[29]薛哲,杨建辉,张中英.共创信号、产品创新感知与品牌认同:基于共创观察者的研究[J].财经论丛,2018(3):77-85.
[30]吴明隆.结构方程模型:AMOS的操作与应用[M].重庆:重庆大学出版社,2010.