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首页> 外文期刊>Asia Pacific Journal of Innovation and Entrepreneurship >The role of a large competitor’s entry and level of innovativeness in consumer adoption of new products
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The role of a large competitor’s entry and level of innovativeness in consumer adoption of new products

机译：大型竞争者的进入和创新水平在消费者采用新产品中的作用

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PurposeThis paper aims to examine the role of a large competitor’s entry and level of innovativeness in consumer adoption of new products.Design/methodology/approachThis paper is based on a comparison between market uncertainty and technological uncertainty. This paper henceforth defines and analyzes the following key factors affecting the purchase intention of small- and medium-sized enterprise (SME) new products: type of new products and entry of large competitors. The study further verifies mediator variables that exert impacts: uncertainties regarding both technology and market.FindingsThe findings are as follows: purchase intention of SME new products does vary according primarily to the product types and entry of large competitors. More specifically, the entry of large competitors reduces uncertainties about really new products, thereby positively affecting SME new products.Originality/valueThere was no causal relationship found, however, on incrementally new products. Further findings clarify that the mediator variables affecting reciprocal interactions between purchase intention of SME new products and the entry of large competitors hold valid only for market uncertainties and not for technological uncertainties.
机译：目的本文旨在研究大型竞争对手进入市场和创新水平在消费者采用新产品中的作用。设计/方法/方法本文基于市场不确定性和技术不确定性之间的比较。今后，本文定义并分析了以下影响中小企业新产品购买意愿的关键因素：新产品类型和大型竞争对手的进入。该研究进一步验证了影响因素的中介变量：技术和市场方面的不确定性。调查结果如下：中小企业新产品的购买意图的确主要取决于产品类型和大型竞争对手的进入。更具体地说，大型竞争者的进入减少了对真正新产品的不确定性，从而对中小企业新产品产生了积极影响。原创性/价值然而，增量新产品没有发现因果关系。进一步的研究结果表明，影响中小企业新产品购买意向与大型竞争者进入之间的相互影响的中介变量仅对市场不确定性有效，而对技术不确定性无效。

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