The Influence Of Innovation Characteristics On Diffusion Effect

Looking at the history of innovation diffusion,we can find that the root of innovation diffusion obstruction lies in the more or less uncertainty contained in innovation,as well as the risk brought by the amplification or reduction of uncertainty in communication.At the same time,the emergence of Internet technology intensifies this phenomenon,makes the process of innovation diffusion more complex,and makes the traditional theory of innovation diffusion undergo various tests.The diversification of information channels may enlarge or reduce the risk brought by innovation uncertainty;the interaction between individuals and social groups further leads to the wide spread and respread of innovation uncertainty,which is finally reflected in the adoption decision of innovation.Therefore,it is necessary to explore the impact of information mechanism and social response mechanism on innovation diffusion process,especially how information channels,subjective norms and individual innovation can enlarge or reduce the certainty and uncertainty(risk)in innovation characteristics,and then affect innovation diffusion effect.This paper starts from the individual level.First,it studies how innovation characteristics affect diffusion effect(adoption intention),whether there are other factors between innovation characteristics and diffusion effect(adoption intention),and how they affect each other? Second,it studies the social amplification framework based on risk,and discusses what factors enlarge or reduce the uncertainty of innovation,and then affect the effect of innovation diffusion.What role does information channels,subjective norms and individual innovation play in the process of innovation diffusion?This paper constructs an integrated structure model of innovation characteristics and diffusion effects,including information channels,subjective norms and individual innovation,and puts forward five groups of 26 research hypotheses.First,through literature review and scale selection,a preliminary questionnaire is formed.On the basis of sample test and data quality analysis,the questionnaire is revised and improved again to form a formal questionnaire.Secondly,after full discussion and selection,708 questionnaires were randomly distributed to the customers in the auto sales stores in Beijing and Shanghai,529 of which were valid.The formal survey data were analyzed again by Amos and SPSS software,including reliability and validity analysis,correlation analysis,measurement model analysis,main effect,intermediary effect and regulatory effect analysis,the results show that 25 hypotheses have been verified.The innovation of this paper is mainly reflected in the following four aspects:First,it demonstrates the intermediary role of “perceived risk” between innovation characteristics and diffusion effect,which provides a new explanation for the deep understanding of the phenomenon of slow innovation diffusion.The reason for the slow diffusion of innovation is not that the advantages of innovation are not obvious enough,but that the uncertainty of innovation makes potential adopters perceive a very large risk.Potential adopters choose to avoid risks in the process of determining benefits and uncertain consequences.Therefore,the research on the perceived risk brought by the certainty and uncertainty of innovation characteristics can provide new ideas for innovation diffusion.Second,the purpose of communication is to eliminate the uncertainty,but the result of the study is that information channels have contingency characteristics for the expansion or reduction of innovation uncertainty.Based on the risk-based social amplification framework,information channels are included in the research system.The results show that interpersonal communication intensifies the positive effect of innovation complexity on consumer perceived risk;online communication will greatly enlarge the positive effect of brand awareness on perceived risk;and mass communication has the weakest regulatory effect on consumer perceived risk.Thirdly,it reveals that there are path differences between internal innovativeness and domain-specific innovativeness.That is to say,domain-specific innovativeness influences the diffusion effect(adoption intention)by regulating the relationship between the complexity of innovation characteristics and perceived risk,while internal innovativeness regulates the relationship between perceived risk and diffusion effect(adoption intention).Fourthly,it reveals the regulating effect of subjective norms on innovation diffusion.The results show that: subjective norms can enlarge or reduce the negative effect of perceived risk on the willingness to adopt;the regulatory effect of subjective norms is not always negative,which is related to the tendency of subjective norms themselves;the cognition and evaluation of subjective norms on new things are not always correct,but its effect on people’s perceived risk is objective.