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不同于既有研究从影响消费者购买行为的内部因素——个人层面的心理特征出发探寻技术“峡谷”的形成机理,本文从“创新生态系统”外部环境因素的角度并结合行为实验研究方法探讨其形成机理。通过实验一检验有远见者和实用主义者在做出新兴技术产品购买决策时受技术标准和产品形式因素的影响。结果显示:有远见者对技术标准未确立但具备核心功能的平台产品的购买行为更为显著;实用主义者对技术标准确立且形成整体产品的购买行为更为显著。通过实验二检验有远见者和实用主义者在做出购买决策时受到创新政策和竞争格局因素的影响。结果显示:两者都偏好得到政策支持,但有远见者在框架性政策和市场未出现核心企业时的购买行为更为显著,实用主义者在市场出现核心企业时才会对产品更感兴趣。
Different from the existing research, this paper explores the formation mechanism of technology ’gorge ’ from internal factors affecting the purchasing behavior of consumers - individual level psychological characteristics. From the perspective of “innovation ecosystem ” and external environment factors, Experimental research methods to explore its formation mechanism. By experiment 1, visionaries and pragmatists are influenced by technical standards and product form factors in making purchasing decisions for emerging technology products. The results show that visionary purchase behavior is more significant for platform products that have not established technical standards but have the core functions; pragmatists are more aware of the purchase behavior of establishing technical standards and forming overall products. In Experiment 2, it is tested that visionaries and pragmatists are affected by the policy of innovation and the competitive landscape in making purchasing decisions. The results show that both are favored by policy support, but far-sightedness is more pronounced when framed policies and markets do not show core businesses, and pragmatists are more interested in products when they appear in the marketplace.