Research On The Adoption Intention Of Early Majority In The Diffusion Of New Products Under Social Network Situation

In the 21 st century,we live in an era full of science,technology and innovation.New product innovations emerge in an endless stream.However,there are few new product innovations that can achieve outstanding performance in fierce market competition,and can be accepted or adopted by most individuals in the social system.Innovation does not affect the economy in any material form unless it is widely adopted and applied.The true value of innovation does not lie in innovation itself,but in the successful spread of social systems.However,the practical results show that many companies have lost their direction in the process of commercialization of innovation,and the diffusion of new products has been very difficult.The famous scholar Moore put forward the famous "gap" theory based on Rogers innovation diffusion theory.Moore suggested that there is a gap between each type of consumer,which cuts off the diffusion of new products.The crack between the early adopters and the early majority is the most obvious and the least likely to cross.This crack is said to be The "gap" or the " chasm ".The realization of crossing the chasm is important for companies and is an important guarantee for companies to continuously improve their market competitiveness and obtain high profits.Therefore,in light of the practical issues in the diffusion of new products,this paper examines how early adopters of new product diffusion in the context of social networking affect the intentions of early majority to adopt innovation in the context of social networking,thereby facilitating the adoption of the majority of users and acrossing the “chasm”.The empirical results show that the early public perception value plays a role of a complete intermediary between the early adopter's peer influence and the early majority's intentions to adopt new product;peer influence has a significant effect on adopting intention through affecting perceived value.The promotion effect Among them,emotional infections have the most significant effects.Positive emotional infections can significantly increase consumer perceived value,and negative emotional infections can significantly reduce consumer perceived value.Early adopters' normative influences also have a positive effect on the early majority perception.The impact of informational influence on the intention to adopt new product is not significant;early majority perception of similarity with early adopters will positively regulate the relationship between peer influence and perceived value,and thus promote the adoption of the early majority.