企业经济
企業經濟
기업경제
Enterprise Economy
2015年
2期
152~156
,共null页
转基因食品 网络负面口碑 感知风险 态度 创新抗拒
轉基因食品 網絡負麵口碑 感知風險 態度 創新抗拒
전기인식품 망락부면구비 감지풍험 태도 창신항거
GMF; online negative WOM; perceived risk; attitude; innovation resistance
新产品和技术在扩散中会受到消费者抗拒，产生创新抗拒。相对于网络正面口碑而言，网络负面口碑对消费者态度和行为的影响力更大。文章依据信息性影响和计划行为理论，构建了网络负面口碑对创新抗拒影响的机理模型，以中国市场转基因食品为例展开了研究。研究表明：网络负面口碑对消费者感知风险有显著正向影响；感知风险对产品态度有显著负向影响；消费者产品态度对拒绝购买和反对购买影响显著，对延迟购买没有显著影响。
新產品和技術在擴散中會受到消費者抗拒，產生創新抗拒。相對于網絡正麵口碑而言，網絡負麵口碑對消費者態度和行為的影響力更大。文章依據信息性影響和計劃行為理論，構建瞭網絡負麵口碑對創新抗拒影響的機理模型，以中國市場轉基因食品為例展開瞭研究。研究錶明：網絡負麵口碑對消費者感知風險有顯著正嚮影響；感知風險對產品態度有顯著負嚮影響；消費者產品態度對拒絕購買和反對購買影響顯著，對延遲購買沒有顯著影響。
신산품화기술재확산중회수도소비자항거，산생창신항거。상대우망락정면구비이언，망락부면구비대소비자태도화행위적영향력경대。문장의거신식성영향화계화행위이론，구건료망락부면구비대창신항거영향적궤리모형，이중국시장전기인식품위례전개료연구。연구표명：망락부면구비대소비자감지풍험유현저정향영향；감지풍험대산품태도유현저부향영향；소비자산품태도대거절구매화반대구매영향현저，대연지구매몰유현저영향。
The diffusion of new products and technologies will be resisted by consumers, leading to innovation resistance. Compared to the network positive WOM, the network negative WOM will make more affects on consumer＇s attitudes and behaviors. According to the Informational Influence and TPB, this paper constructs a mechanism model of the network positive WOM＇ s influence on innovation resistance by taking the GMF in Chinese market as the research object. Results show that network negative WOM has a significant positive effect on consumer＇ s perceived risk and consumer＇ s perceived risk has a marked negative impact on product attitude. It also shows that consumer＇s attitude toward product has a significant effect on rejection and opposition, while no significant effect on postponement.
