【摘要】 针对现有关于创新产品扩散中消费者异质性研究的局限和不足,本研究基于创新扩散理论进一步对消费者异质性进行探讨。Rogers在创新扩散过程中,将目标受众分为五类:创新采用者,早期采用者,早期大众,晚期大众和落后采用者。本研究在Rogers的分类基础上,进一步对创新产品的消费者分类,探讨消费者异质性在创新产品扩散中的影响机理以及相应的营销变革。更多还原

【Abstract】 Aiming at the limitations and shortcomings of the existing research on consumer heterogeneity in the diffusion of innovative products, this study further explores consumer heterogeneity based on the theory of innovation diffusion. In the process of innovation diffusion, Rogers divides the target audience into five categories: innovative adopters, early adopters, early masses, late masses, and backward adopters. Based on the classification of Rogers, this study further classifies consumers of innovative products, explores the impact mechanism of consumer heterogeneity in the diffusion of innovative products, and the corresponding marketing reforms.更多还原