1、 消费者创新性的研究回顾与展望摘要：消费者创新性被视为新产品采用的预测指标，通过消费者创新性识别创新采纳者能加快新产品的扩散速度，降低新产品的失败风险。本文从概念框架、测量量表和相关实证研究三个方面对消费者创新性理论进行文献回顾，并对未来的研究发展进行展望。关键词：消费者创新性；创新采纳；创新扩散；新产品一、前言创新是最有力的竞争手段，企业通过成功导入新产品可以扩大市场份额和利润，然而新产品开发也面临较大风险，大约 40%的消费品和工业品创新（Hultink , 2000）以及 60%的高科技产品都是失败的(Goldenberg, 2001)。为了降低新产品失败，企业需要更加关注消费者的新产品
2、采纳行为。Rogers(1983)指出新产品的市场扩散过程一般是消费创新者率先采用新产品，再通过口碑传播影响其他消费者，新产品成功的关键是能够获得消费创新者的认可。但消费创新者只占总人群的极少部分，识别这一消费者群体特征就成为新产品市场成败的重要环节。由此，学者们从上世纪 70 年代开始对消费者创新性（consumer innovativeness）进行研究 1，将其作为预测消费者新产品采纳行为的重要指标（ Im，2006） 。近年来随着我国加强产业结构调整和自主创新，从消费者视角研究新产品的推广已破在眉睫，为了便于国内学者运用消费者创新性的研究成果，本文对相关理论进行文献梳理。二、消费者创新
3、性的内涵消费者创新性的概念目前还没有形成一致的理解和认识，学者们将消费者创新性命名为采用创新性、固有创新性、特定领域创新性等。造成这种情况的原因在于学者们从不同的视角对消费者创新性展开研究，使用不同的名称进行定义，这些研究归纳起来大体可以分为三种观点：消费者创新行为（innovative behavior，IB） 、个人特质创新性（innate innovativeness，II ）和特定领域创新性（ domain-specic innovativeness，DSI ） ，各学者给出相关定义及所属范畴参见表 1。表 1 消费者创新性的概念总汇作 者 名 称 范畴 定 义Rogers（1971）
4、 adaption innovativeness IB 在所属社会体系中，个人比其他人早采用新产品的程度。Leavit（1975） innovation II 采用新理念、新服务、产品的潜在心理特质。Midgley(1978) Consumer innovativeness II 个人对于新概念接受的程度，以及不需要与其他人即可独立接受新观念和做出创新决策。Hirschman(1980) Consumer innovativeness IB 个人找出新的及特别的事物的渴望程度。Ridgway (1983) use innovativeness IB 创造性使用产品功能的能力与意愿。Joseph
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12、duct/Service Adoption Behavior? The Intervening Role ofSocial Learning via Vicarious InnovativenessJ.Journal of the Academy of Marketing Science,2007,35(1), 6375.Literature Review of the Consumer InnovativenessAbstract: Consumer innovativeness is a predictive index for adopting new product. It can a
13、ccelerate new product diffusion speed and reduce the risk of failure to recognize innovator with consumer innovation. The paper reviews the literature of the consumer innovativeness theory from the conceptual framework, measurement scales and empirical study, and points out the area of future research. Key words: Consumer innovativeness; Innovation adoption; Diffusion of Innovations; new product
