The Influence Of Self-construal On Consumer Adoption Of New Products: Under The Moderating Effect Of Advertising Information

With the rapid development of the knowledge economy,new product development has been a key strategy for companies to obtain sustainable competitive advantage.However,market turmoil and environmental uncertainty make most new products vulnerable.How to make new products better accepted by the market? How to increase the adoption of new products and consumers' willingness to buy? Scholars and entrepreneurs pay a great attention to such hot topics.Combining literature review and experimental analysis,this thesis focuses on the effect of consumer self-construal on the willingness to adopt new products,the mediation mechanism of need for uniqueness,and the moderating effect of advertising information,from the perspective of social psychological characteristics.Study 1 shows that the type of self-construal has a significant impact on the willingness of new products adoption.Individuals who are independent(vs.interdependent)are more willing to adopt new products.In addition,need for uniqueness is the mediator.Individuals who are independent(vs.interdependent)have higher uniqueness needs.Study 2 shows that advertising information plays a moderator role.Under "promotion-gain frame" advertising information,independent(vs.interdependent)self-construal individuals are more willing to buy new products;while under "prevention-loss frame" advertising information,interdependent(vs.independent)self-construal individuals are more willing to buy new products.This thesis applies the psychology theories--self-construal theory,regulatory focus theory,information frame effect theory and need for uniqueness theory--to the marketing field.It has significant contributions: 1)from a theoretical perspective,this thesis enriches the study on the antecedents of new product adoption intention;2)from a practical perspective,the study results will help companies know how to match consumer groups with controllable advertising information to improve new product performance.