Research On The Impact Of Lead Userness On Innovation Diffusion Of New Energy Vehicles

The year-on-year increase in the production and sales of traditional fuel vehicles has brought huge challenges to Chinese energy security and environmental protection.The innovation and environmental protection attributes of new energy vehicles are in line with the "green development" concept advocated by the state.The state has issued a number of policies and measures to support the development of the new energy vehicle industry.However,due to the malicious behavior of automobile companies to obtain state subsidies and the imperfection of the financial subsidy policy supervision system,it has caused huge financial subsidy pressures,making the subsidy policy fall into a downturn.Compared with countries with better development of new energy vehicles,the private public market for new energy vehicles in our country is obviously inadequate.Coupled with the decline of government subsidies,how to continue to promote the development and profitability of new energy vehicles for enterprises is an urgent problem to be solved.The market and consumers are the key to judging the success of innovative products.Without the support of the public market,it is difficult for the new energy vehicle industry to achieve sustainable and effective development.Previous studies on the diffusion of new energy vehicle innovation have mainly focused on the impact of new product adoption on the macro level(policy factors and infrastructure factors)and the midstream of the electric vehicle industry chain(technical factors),while neglecting the micro consumer level(Lead userness),in which deeply explore the process and law of product innovation diffusion.This paper sorts out the concepts and connotations of new product adoption in domestic and foreign literature,and puts forward the significance of the characteristics of consumers’ lead userness to the diffusion of innovation.Second,build a model of the influence of lead userness on innovation diffusion,and explore the influence of lead userness on consumer new product adoption behavior and opinion leadership behavior from the external forces of social network environment and the individual endogenous forces of consumers(Domain-specific innovativeness).Influence mechanism,while introducing ecological attitude to test its regulating effect.Finally,this article uses 307 valid data and uses Smart PLS3.0 for empirical analysis.The results show that:(1)Consumers ’leading market trends and high expected benefits characteristics have a significant positive impact on new energy vehicle new product adoption behavior and opinion leadership behavior,and consumers with high leading market trend characteristics have lower leading market trends than consumers of consumers are about twice as likely to adopt new product behavior and opinion leadership behavior,and consumers with high expected benefits characteristics are more likely to adopt new product behavior and opinion leadership behavior than consumers with low expected benefits characteristics about 2 times;(2)the consumer ’s social capital and domain-specific innovativeness have a partial intermediary effect between leading market trends and high expected benefits and new product adoption and opinion leadership behavior;(3)ecological attitudes in leading market trends And the high expected benefits and the new product adoption behavior play a positive regulating role,but between the leading market trends and high expected benefits and the opinion leadership behavior is not significant.This paper combines the theory of innovation diffusion and the theory of leading users,and introduces classic social capital and domain-specific innovativeness as the mediating bridge between the characteristics of consumer leading users and innovation diffusion behavior(new product adoption behavior and opinion leadership behavior).The bio-environment and the endogenous traits of consumers themselves reveal the mechanism and boundary conditions of leading user characteristics on early new product adoption and mid-to-late opinion leadership behavior,helping companies understand consumer behavior and establish a relationship between the two,and strengthen the marketing effect of new products and accelerate the adoption and promotion of new products.