新产品开发中共创信号对创新采纳意愿的影响——基于叙事视角的双中介模型

The Impact of New Product Development Signals on the Willingness to Innovate Adoption：Dual-mediation Model based on the Narrative Perspective

摘要:

随着数字经济的蓬勃发展和市场竞争的日益加剧，新产品开发成为企业争夺市场竞争优势的关键。本文基于叙事视角，从启发式和系统化路径来解释新产品开发中共创信号对观察者创新采纳意愿的影响，通过1个现场实验检验共创新信号对创新采纳意愿的影响效应、2个在线实验检验消费者来源相似性和消费者犬儒主义的中介效应和调节定向的调节效应，采集招募被试者数据后验证构建模型，3个实验结果发现：当消费者接收共创信号时，相比于他人叙事，自我叙事能够更加有效提升观察型消费者的创新采纳意愿，其中消费者来源相似性和犬儒主义起到共同中介作用；定向调节共创信号与消费者来源相似性之间的关系。研究结论拓展了新产品开发的理论研究，提出企业应重视提高消费者创新采纳意愿、强调参与者和观察者在使用创新产品时的相似性、凸显创新产品的利益点以及能够给观察者带来的利好价值等实践启示。

Abstract:

With the vigorous development of digital economy and the increasingly intensified market competition, the development of new products has become the key for enterprises to compete for the market competitive advantage. Based on the narrative perspectives, this paper explains the influence of co-creation signal on the observer's innovation and adoption intention in development of new products from heuristic and systematic paths. Through 1 field experiment to test the effect of co-innovation signal on willingness to innovate adoption, and 2 online experiments to test the mediation effect of similarity of consumer origin and cynicism and the moderation effect of regulatory focus, the data of subjects were collected and recruited to verify the construction of the model. Through three experiments, it is found that when consumers receive the co-creation signal, self-narrative can more effectively improve the innovative adoption intention of observational consumers, in which the similarity of consumer origin and cynicism play the dual-mediation effect. The regulatory?focus moderates the effects of co-creation signal on of similarity of consumer origin. The research conclusion expands the theoretical research of new product development. It is proposed that enterprises should pay attention to improving the consumers' willingness to innovate adoption, emphasizing the similarity between participants and observers when using innovative products , highlighting the interests of innovative products and the positive value they can bring to observers.