Study Of Influence Mechanism Of Consumer Heterogeneity On Innovation Diffusion

In the context of innovation-driven development and economic restructuring,as a source of power to promoting business growth,innovation will be a higher level of favor and attention.The real purpose of enterprise innovation is the diffusion of innovative products,so diffusion is more important than the research and development of new products.Innovation diffusion is an important research direction in the field of product innovation and marketing.The invisible market value of enterprise innovation can really be achieved by explicit diffusion.Existing theoretical studies on consumer innovation product diffusion are mostly based on the assumption of consumers' homogeneity.However,in the product diffusion process,consumers' innovation awareness affected by many factors shows significantly different,including acceptance process,time and influencing factors of innovation product.Therefore,research on consumer heterogeneity is increasingly becoming the new territory about innovative product proliferation research.Currently,there are not only relatively few studies research on innovation diffusion process based on consumer heterogeneity,but also fewer researches study about the empirical study focused on consumer psychology and consumer behavior in all stages of innovative product proliferation.At the same time,companies are also in the lack of attention to the heterogeneity of consumers during innovation product diffusion management process.Moreover,enterprise market segmentation is less match to marketing strategies.This will be the starting and ending point in this study.Based on deficiencies and limitations of existing studies on the heterogeneity of consumers in the process of innovation diffusion and the theory of planned behavior,we develop a structural equation model.Rogers classify the audience of the innovation diffusion as innovators,early adopters,early majority,late majority and laggards.Subsequent studies are mostly based on this to expand.Based on the classical division we conduct the second division,dividing customers into early adopters,mid-term adopters and late adopters.Based on the theory of planned behavior follow-up studies define the behavior attitude of customers,subjective norm and perception behavior control and classify them as instrumental attitude,emotional attitude,demonstration standard,self-efficacy and control.We also verify that they have an effect on purchase behavior through mediating role of purchase intention,then we explore that key variables above directly affect purchase behavior and checkout the regulatory role of the situation factors in the conversion process of purchase intention to purchase behavior.The empirical results show that as for the early adopters,the emotional attitude of behavior attitude have an effect on purchase behavior through part mediating role of purchase intention;self-efficacy of perception behavior control have an effect on purchase behavior through entire mediating role of purchase intention;psychological factor and material factor play positive regulating roles in the relationship of purchase intention to purchase behavior.As for the mid-term adopters,instrumental attitude of behavior attitude and demonstration standard of subjective norm have a positive effect on purchase behavior through part mediating role of purchase intention;self-efficacy of perception behavior control have a positive effect on purchase behavior through entire mediating role of purchase intention;sale factor,time factor,material factor and interaction factor play positive regulating roles in the relationship of purchase intention to purchase behavior.As for the late adopters,emotional attitude of behavior attitude and self-efficacy and control of perception behavior control have an effect on purchase behavior through entire mediating role of purchase intention;demonstration standard of subjective norm have an effect on purchase behavior through part mediating role of purchase intention;instrumental attitude of behavior attitude have a direct effect on purchase behavior;psychological factor and sale factor play positive regulating roles in the relationship of purchase intention to purchase behavior.