消费者创新性、消费者特性与新产品采用行为关系的实证研究

被引：31

作者：

陈文沛 ^{[1
,2
]}

刘伟 ^{[1
]}

李忆 ^{[2
]}

机构：

[1] 重庆大学经济与工商管理学院

[2] 重庆邮电大学经济管理学院

来源：

管理评论 | 2010年 / 22卷 / 05期

关键词：

消费者创新性; 消费者特性; 新产品采用行为;

D O I：

10.14120/j.cnki.cn11-5057/f.2010.05.006

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

通过对重庆市主城区消费者的实地调查,用结构方程模型和回归分析检验消费者创新性、消费者特性以及新产品采用行为的关系。结果发现消费者创新性比消费者特性能更好的预测新产品采用行为,且消费者家庭月收入和受教育程度是消费者创新性和新产品采用行为的调节变量。

引用

页码：35 / 41+62 +62

页数：8

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