摘要
如何在网络社群中进行有效的新产品传播,已成为企业在移动互联网时代面临的新挑战。本文以网络社群为目标情境,通过五项研究探讨了新产品联合展示策略对网络社群消费者新产品采用意愿的影响、中介机制及边界条件。研究表明,新产品与已有相似产品联合展示会提高网络社群消费者的新产品采用意愿,在此过程中,网络社群消费者的产品实体性感知起到了中介作用。另外,新产品创新程度和网络社群认同度调节了新产品联合展示策略对网络社群消费者新产品采用意愿的影响。本文探究网络社群中的新产品展示策略,拓展了新产品联合展示策略的研究和应用情境,满足了日益增长的网络社群新产品营销实践需求,具有丰富的理论贡献和管理启示。
With the importance of online community increasing,more and more brands display new products and communicate with consumers in online community.How to effectively spread new products in online community has become a new challenge for enterprises in the mobile Internet era.The new product display strategy also presents different form,that is,it is not limited to display new products separately,joint display form of new products with existing similar products has appeared.So as group consumers face the joint display of new products and existing similar products,how would they process the information?This paper will explore whether the joint display of new product and existing similar products can promote new products adoption in online community.This paper will explore whether this new product joint display strategy in online community can affect consumers’adoption intention,and also examine the mechanism and boundary conditions behind the effect of new product joint display strategy through five studies.We first examines whether the joint display strategy of new products and existing similar products will have different influence on new products adoption for online community members and individual consumers.Further,the paper focuses on the mechanism and boundary conditions of new products joint display strategy which affects new products adoption in the emerging online community.We found the new product joint display strategy will enhance online community members’new product adoption.For online community consumers,the new product joint display strategy(vs.separated display strategy)can significantly improve consumers'willingness to adopt new products;for individual consumers,the new product joint display strategy(vs.separated display strategy)will not significantly improve consumers'willingness to adopt new products.And product entitativity perception mediates the influence of joint display strategy on new product adoption.New product joint display strategy will bring product entitativity perception to online community members and improve new products adoption.For moderately inconsistent new products,the new products joint display strategy will still improve new products adoption for online community members,but for extremely inconsistent new products,the new products joint display strategy will no longer improve the willingness to adopt new products significantly.For online community members with high identification,the new product joint display strategy will still improve new products adoption,but for online community members with low identification,the new product joint display strategy will no longer have a significant impact on the willingness to adopt new products This study extends the application situation of new product joint display which stays in the individual situation to online community situation,adapts to the increasing demand of new products marketing practice in online community.We also reveal the intermediary role of product entitativity in the influence of new product joint display strategy on online community members’new product adoption.This study helps enterprises meet the important opportunities of the transformation from"individual"object to"group"object,and expands previous understanding of new product adoption mechanism.With the explosive growth of the number of online communities,consumers'identification degree to the communities are different,new products emerge in the market endlessly and their innovation degree is significantly different,this study expands the theoretical boundary with the characteristics of community and new products,and further improves the adaptability of our study to the diversity of online community types and new products.
作者
黄静
王正荣
余利琴
苏婕
王好
Huang Jing;Wang Zhengrong;Yu Liqin;Su Jie;Wang Hao(Economics and Management School,Wuhan University;School of Tourism Management,Zhengzhou University)
出处
《南开管理评论》
CSSCI
北大核心
2024年第5期140-151,共12页
Nankai Business Review
基金
国家自然科学基金项目(72072138)
国家自然科学基金重点项目(71832010)资助。
关键词
网络社群
新产品联合展示
产品实体性感知
新产品采用意愿
网络社群认同度
Online Community
New Product Joint Display
Product Entitativity Perception
New Product Adoption
Community Identification Degree
