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重新研究相对优势概念中的若干问题,将最初的概念扩展为实证上相关联,但是在概念上独立的两部分。第一个是优越性认知,指新技术被认知到的比原技术更好的程度。另一个是替代性认知,指新技术被采纳的话,它被认知到的替代原技术的顺利程度。我们从(替代传统媒体的)某在线服务的528名潜在采纳者那里收集了数据来评价这两部分。结果显示,这两部分的定义是合理的。优越性认知通过替代性认知对意图产生影响。也就是说,在线服务被认为比传统媒体越好,一旦它被采纳的话,取代传统媒体就越顺利,那么采纳在线服务的意图也就越强。但是,另一方面,即使在线服务被认为比传统媒体更好,但被认为不可能顺利替代传统媒体,那么采纳意图最终也未必实现。我们的研究结果为当前相对优势的研究结论中一些不一致(instability)和矛盾提供了可能的解释,供相对优势度量的进一步研究参考之用。
Re-examining a number of issues in the concept of comparative advantage, extending the original concept to an empirically relevant, but conceptually independent part. The first is superiority awareness, referring to the extent to which new technologies are perceived better than the original ones. The other is alternative cognition, which refers to the success of alternative technologies as they are adopted. We collected data from 528 potential adopters of an online service (instead of traditional media) to evaluate both parts. The results show that the definition of these two parts is reasonable. Superiority cognition influences intent through alternative cognition. In other words, online services are considered better than traditional media, and once it is adopted, the smoother is to replace traditional media, the stronger the intent of adopting online services. However, on the other hand, even if online services are considered better than traditional media, but it is considered impossible to replace traditional media smoothly, the intention of adoption may not be realized eventually. Our results provide some possible explanations for some of the inconsistencies and inconsistencies in the current comparative advantage research conclusions for reference of further studies on the measurement of relative advantage.