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首页> 外文学位 >New product creativity orientation: Consumers' view of new product creativity and consumer purchase intention.
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New product creativity orientation: Consumers' view of new product creativity and consumer purchase intention.

机译：新产品创意导向：消费者对新产品创意和消费者购买意图的看法。

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摘要

As a consequence of strong product competition, most firms must continuously create new products to gain differential advantages and to minimize pressure from imitators, as new ideas are a major source for economic growth (Solow 1956; Romer 1990; Bharadwaj, Clark and Kulviwat 2005). However, new product success rate is not substantial. One possible reason for this is that managerial perceived new product creativity (NPC) may not be identical with consumer perceived NPC. The academic literature has not reported what the differences are between these two perceptions of NPC and how consumer perceived NPC will influence new product adoption.;The author in this study has conceptualized consumer perceived NPC as a function of novelty, communicableness and meaningfulness, and addressed its influences on consumers' purchase intention(PI), and has reported the mediator effects of NPC meaningfulness between NPC novelty and PI, between communicableness and PI.;A structural equation model is used in this study. The results show that new product novelty and communicableness are related to consumer purchase intention and that new product meaningfulness mediates these relationships. Theoretical and practical contributions, future research and limitations are discussed.
机译：由于激烈的产品竞争，大多数公司必须不断创造新产品以获得差异化优势并最大程度地减少模仿者的压力，因为新思想是经济增长的主要来源（Solow 1956； Romer 1990； Bharadwaj，Clark和Kulviwat 2005）。 。但是，新产品的成功率并不高。造成这种情况的一个可能原因是，管理人员感知的新产品创造力（NPC）可能与消费者认知的NPC不同。学术文献尚未报道这两种对NPC的理解之间的差异以及消费者对NPC的看法将如何影响新产品的采用。本研究的作者已将消费者对NPC的概念化为新颖性，可交流性和有意义性的函数，并针对它影响了消费者的购买意愿（PI），并报道了NPC新颖性与PI之间，可传播性与PI之间的NPC意义的中介效应。结果表明，新产品的新颖性和可交流性与消费者的购买意愿有关，而新产品的意义则介导了这些关系。讨论了理论和实践的贡献，未来的研究和局限性。

著录项

  • 作者

    Xu, Bing.;

  • 作者单位

    New Mexico State University.;

  • 授予单位 New Mexico State University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2009
  • 页码 126 p.
  • 总页数 126
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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