消费者创新性对新产品创新性行为的权变影响

 有关消费者创新性与新产品采用行为的关系研究发现两者的结论并不一致，但这种不一致关系背后的原因探讨和每种关系存在的条件研究却明显不足。文章试图在消费者创新性结构的基础上探讨影响两者关系的调节机制。结论表明，只有认知创新性才与新产品的实际采用正向相关，而感知创新性只与新产品的创新性信息搜寻正向相关；创新性消费者的社会沟通与学习、对新产品的风险感知以及新产品的创新性属性对感知创新者和认知创新者的新产品创新性行为具有不同程度的调节作用。上述结论不仅在一定程度上弥补了以往研究的不足，进一步完善了现有的消费者创新性和新产品采用理论，而且还为新产品的营销实践提供新的理论支持。

A research on the moderate relationship between consumer innovativeness and innovative behaviors of new products

The studies about consumer innovativeness and new product adoption find that the relationship between them is not consistent;however,the researches about its reasons such as exploring moderate mechanism of consumer innovativeness on new product adoption is still rather deficient.The passage discusses the moderate mechanism based on the structure of consumer innovativeness.The conclusions include: Only cognitive innovativeness is positively related to the adoption of new products,while sensory innovativeness is positively related to the seeking to innovative information.Social communication and learning,the risk perception and innovative attributes of new products,can moderate the relationship between sensory innovativeness and information seeking,and between cognitive innovativeness and product adoption.The conclusions have important values for theories of new product and their marketing practices.