消费者文化差异对创新扩散的影响机制研究

科研管理 ›› 2011, Vol. 32 ›› Issue (7): 67-75.

消费者文化差异对创新扩散的影响机制研究

陈锟

电子科技大学经济与管理学院,四川成都 610054

收稿日期:2009-12-11 修回日期:2008-08-18 出版日期:2011-07-27 发布日期:2011-07-14
作者简介:陈锟(1978－),男(汉),四川峨眉人,管理学博士,电子科技大学经济与管理学院讲师,研究方向:营销管理、创新战略。
基金资助:
国家自然科学基金(编号:70901014),起止时间:2010.1-2012.12;教育部人文社会科学研究基金(编号:09YJC630019),起止时间:2010.1-2012.12。

The impact mechanism of consumers' cultural differences on innovation diffusion

Chen Kun

School of Management and Economics, University of Electronic Scienceand Technology of China, Chengdu 610054, China

Received:2009-12-11 Revised:2008-08-18 Online:2011-07-27 Published:2011-07-14

摘要/Abstract

摘要： Bass模型参数与创新扩散曲线的事先估计,既有研究未能充分回答。本文认为,不同地域消费者文化的差异是导致Bass模型参数变化的重要原因。进而提出,个人主义、不确定性规避、权力距离和男性化倾向四个文化维度对Bass模型参数影响的研究假设。通过测量验证成都和重庆两地消费者文化的差异,以及估计比较手机、软饮料和经济型轿车三类产品在成都和重庆两地的市场扩散曲线,本文所提的研究假设得到证实。所以,在新产品上市推广时,企业应当依据不同地域消费者的文化差异,调整新产品营销策略。

关键词: 文化差异, 创新扩散, Bass模型

Abstract: The forecast of Bass model parameters and innovation diffusion curve remains unanswered based on extant research. Cultural differences of different locations might lead to the fluctuation of Bass model parameters. Therefore, the hypotheses that individualism, uncertainty avoidance, power distance, and masculinity have substantial impacts on Bass model parameters and manipulate the shape of innovation curve are presented. These hypotheses are validated by measuring the consumers' cultural differences of Chengdu City and Chongqing City, and by estimating the diffusion parameters of mobile phones, soft drinks, and economical cars in there two cities. These results indicate that firms should adjust their marketing strategies according to local cultural differences when initiating new products in the market.

Key words: cultural difference, innovation diffusion, Bass model

中图分类号:

F271

陈锟. 消费者文化差异对创新扩散的影响机制研究[J]. 科研管理, 2011, 32(7): 67-75.

Chen Kun. The impact mechanism of consumers' cultural differences on innovation diffusion[J]. Science Research Management, 2011, 32(7): 67-75.

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