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首页> 外文期刊>The journal of applied business research >An Exploratory Role Analysis Of Opinion Leaders, Adopters, And Communicative Adopters With A Dynamically Continuous Innovation
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An Exploratory Role Analysis Of Opinion Leaders, Adopters, And Communicative Adopters With A Dynamically Continuous Innovation

机译：动态持续创新的意见领袖，采纳者和交流采纳者的探索性角色分析

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Since Venkatraman's (1989) research on communicative adopters, little attention has been directed toward this segment of consumers who are often very important actors in the adoption process. This research is designed to examine whether Venkatraman's (1989) communicative adopter concept is applicable to dynamically continuous innovations, in this case, Graphic User Interface (GUI) computer software. The communicative adopter group was found to be significantly different than all other groups on all constructs except hornophily. Consistent with Venkatraman's (1989) research, the communicative adopter segment can be called "Change Agents." Each of the three segments, opinion leaders, adopters, and communicative adopters, is important to marketers of new GUI computer software, but this research suggests that the best prospects in terms of marketing efforts are the communicative adopters. The results extend research in this area and provide support for theory development. Issues with respect to managerial implications, such as market segmentation strategies, are also discussed.
机译：自从Venkatraman（1989）对沟通采用者进行研究以来，很少有人关注这一部分消费者，他们在采用过程中通常是非常重要的参与者。本研究旨在检查Venkatraman（1989）的通信采用者概念是否适用于动态连续创新，在这种情况下为图形用户界面（GUI）计算机软件。发现在所有结构上，除了亲母性之外，交流采用者组与所有其他组都存在显着差异。与Venkatraman（1989）的研究一致，交流采用者细分市场可以称为“变革推动者”。这三个部分，即意见领袖，采用者和交际采用者，对于新的GUI计算机软件的营销者来说都很重要，但这项研究表明，就营销努力而言，最好的前景是交际采用者。研究结果扩展了该领域的研究，并为理论发展提供了支持。还讨论了有关管理问题的问题，例如市场细分策略。

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