感知产品创新对冲动购买的作用机制研究

科研管理 ›› 2012, Vol. 33 ›› Issue (3): 18-26,35.

感知产品创新对冲动购买的作用机制研究

常亚平¹, 朱东红¹, 李荣华²

1. 华中科技大学管理学院,湖北武汉 430074;
2. 武汉纺织大学管理学院,湖北武汉 430073

收稿日期:2010-07-18 修回日期:2011-09-05 出版日期:2012-03-27 发布日期:2012-03-24
作者简介:常亚平(1963-),男,湖北武汉人,华中科技大学管理学院教授,博士生导师,研究方向:战略管理与市场营销。
朱东红(1982-),女,湖北荆州人,华中科技大学管理学院博士生,研究方向:消费者行为。
李荣华(1982-),女,湖北宜昌人,武汉纺织大学管理学院硕士生,研究方向:消费者行为。
基金资助:
国家自然科学基金项目(71072032),起止时间:2010.1-2013.12;国家自然科学基金项目(70872037),起止时间:2009.1-2011.12。

The impact of perceived product innovation on impulse purchase

Chang Yaping¹, Zhu Donghong¹, Li Ronghua²

1. School of Management, Huazhong University of Science and Technology, Wuhan 430074, China;
2. School of Management, Wuhan University of Textile, Wuhan 4300743, China

Received:2010-07-18 Revised:2011-09-05 Online:2012-03-27 Published:2012-03-24

摘要/Abstract

摘要： 产品创新是否被消费者以冲动购买的方式接受是企业和学术界关心的重要议题。本研究以手机制造业为例,从技术创新的角度,采用多元统计的方法构建了消费者感知的产品创新与冲动购买意愿的关系模型,并引入了情感反应作为中介变量。研究结果表明:外观创新、操作创新与冲动购买意愿之间存在积极的正向关系;功能创新与冲动购买意愿之间存在负向关系;快乐情感在产品创新与冲动购买意愿之间起到显著中介作用,而唤起情感在二者关系中的中介效应不显著。

关键词: 感知产品创新, 冲动购买, 情感反应

Abstract: It has received attention from both industry and academia whether or not innovative products will be purchased by customers with an impulsive way. A theoretical model designed to examine the impact of perceived product innovation on impulse purchase intention is developed from the angle of technology innovation, and emotion responses are taken as mediators. Multivariate statistical method is employed to test the hypotheses by using the evidence from mobile telephone industry. The results show that appearance and operation innovation have a positive effect on impulse purchase intention, however, function innovation has a negative effect on impulse purchase intention; pleasure emotion is a mediator between perceived product innovation and impulse purchase intention, nevertheless arousal emotion is not.

Key words: perceived product innovation, impulse purchase, emotion response

中图分类号:

F273.2

常亚平, 朱东红, 李荣华. 感知产品创新对冲动购买的作用机制研究[J]. 科研管理, 2012, 33(3): 18-26,35.

Chang Yaping, Zhu Donghong, Li Ronghua. The impact of perceived product innovation on impulse purchase[J]. Science Research Management, 2012, 33(3): 18-26,35.

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