网络环境下评价争议型创新产品的搜索、分享与评价机理研究

Based on the incomplete explanation of theoretical research progress to the development of commercial practice, combined with constantly emerging of new innovative products to market and the phenomenon of ordinary netizens are keen on innovative product information dissemination, this project focuses on the Search, Sharing and Evaluation of innovative product with controversial review under internet context, on the basis of carefully analysis on innovative product type and consumer characteristics, 1) explore the relationship between product review distribution and product performance on the whole; 2) explore the basic rules and cognitive changes of consumers' exploratory search for the innovative product with the controversial review from the perspective of indirect experience; 3) explore the impact of consumers' experience learning for the innovative product with the controversial review on sharing behavior and sharing content from the perspective of indirect experience and direct experience; 4) build mechanism model which effectively connects innovative product cognition, consumption intention and consumer behavior based on the basis of distinguishing implicit/explicit attitude and importing attachment construct and identifying self-deception phenomenon. This research project has two characteristics: 1) in the research content setting, the project delves into consumers’ information search, experience sharing and product evaluation mechanism of innovative product based on the integration of innovation adoption theory and consumer behavior analysis model and under internet situation; 2) in the research object setting, the project concerns both the ordinary consumers and the pure WoM participants, so as to meet the characteristics of everyone loves participation in the era of mobile Internet.

基于理论研究进展对商业实践发展的不完备解释，结合实业界不断涌现的创新产品入市案例和普通网民愈发注重参与创新产品信息传播的现象，本研究植根移动互联情境，在仔细辨析创新产品类型和消费者特质的基础上，1）从整体上探查创新产品评价分布与产品绩效的关系；2）从间接体验视角探查消费者对评价争议型创新产品开展探索式搜索的基本规律和认知变化；3）从间接体验和直接体验双重视角探查评价争议型创新产品体验学习对分享行为和分享内容的影响；4）在区分内隐/外显态度、导入依恋构念和识别自欺现象的基础上，构建有效连接创新产品认知与消费意愿、消费行为的机理模型。本研究项目的特色：1）在研究内容确立上，融合创新产品采纳理论和消费者行为分析模式，植根移动互联情境，深入探究消费者对创新产品的信息搜索、体验分享和产品评价机制；2）在研究对象设定上，即关注普通消费者又关注纯粹口碑参与者，以契合移动互联时代人人注重参与感的特征。

基于理论研究进展对商业实践发展的不完备解释，结合实业界不断涌现的创新产品入市案例和普通网民愈发注重参与创新产品信息传播的现象，本研究植根移动互联情境，在仔细辨析创新产品类型和消费者特质的基础上，1）从整体上探查创新产品评价分布与产品绩效的关系；2）从间接体验和直接体验双重视角探查评价争议型创新产品体验学习相关变量对分享行为、分享内容和创新产品采纳绩效的影响；3）在区分内隐/外显态度、导入依恋构念和识别自欺现象的基础上，构建有效连接创新产品认知与消费意愿、消费行为的机理模型。研究结果显示：1）实证研究发现创新产品评论量、评论极性、评论差异性对创新产品销量的主效应极其联合影响均为明显，产品特性对评论分布与产品销量关系存在明显的调节效应；2）实验研究发现创新产品体验型式对应了不一样的体验学习方式和信息处理机制；实验研究发现创新产品体验（直接体验、间接体验）对分享行为（广播、窄播）和分享内容（有用性信息、易用性信息和象征性信息）具有直接影响；模型研究显示彰显创新领域和创新方式的销售渠道创新、产品质量分布创新、产品升级路线创新、工艺流程创新、品牌使用方式创新等，对创新产品绩效、创新企业绩效和闭环供应链绩效会产生显著影响；3）理论研究和实验研究发现：依恋在创新产品评价中是具有解释力的，对于评价争议型创新产品，“依恋--意愿--行为”路径比“态度--意愿--行为”路径具有更高的解释力。项目研究为进一步认识创新扩散规律提供了有效素材。