颠覆性创新感知对新能源和燃油汽车购买意愿的影响

Influence of Disruptive Innovation Perception on Purchase Intention of New Energy Vehicles and Fuel Vehicles

颠覆性技术创新是企业弯道超车的一个有效途径。消费者尤其是主流消费者对燃油汽车的态度对于新能源汽车能否成功替代燃油汽车至关重要。本文采用结构方程模型,探究颠覆性创新感知对消费者购买新能源汽车和燃油汽车的影响,并考察消费者对燃油汽车满意度的中介效应和消费者创新性的调节效应。研究结果显示:(1)新能源汽车的购买意愿已经超过燃油汽车;(2)颠覆性创新感知直接促进消费者购买新能源汽车,抑制其购买燃油汽车;(3)消费者对燃油汽车的满意度部分中介调节颠覆性创新感知和消费者购买意愿;(4)创新性较弱的消费者对燃油汽车的满意度更容易受到颠覆性创新感知的影响。因此,企业在开展颠覆性创新研发时应凸显燃油汽车不具备的功能,在市场营销时应更多关注创新性较弱的消费者,让其感知到颠覆性创新。本文的研究丰富了颠覆性创新理论和消费者新产品购买意愿模型,并对企业开展颠覆性创新提供了实践指导。

Disruptive innovation is an effective way for enterprises to gain a competitive advantage.The attitude of consumers,especially mainstream consumers,is a critical factor that determines whether new energy vehicles(NEVs)can successfully replace fuel vehicles(FVs)and directly affects the decision-making of automobile manufacturers.Most existing studies consider the features of new products and consumers with rare concerns about old products.However,there are two types of new products in the automobile market as disruptive innovation:disruptive new products(NEVs)and incremental new products(FVs).This paper aims to investigate the impact of disruptive innovation perception on consumers’purchase intentions of disruptive new products(NEVs)and incremental new products(FVs)and further verifies the mediating effect of incremental new product satisfaction and the moderating role of consumer innovation.The findings based on the data analysis of 577 questionnaires are as follows.(1)Consumers have a higher purchase intention for NEVs than for FVs.(2)The perception of disruptive innovation directly promotes their intention to purchase disruptive new products and inhibits their purchase of incremental new products.(3)Consumer satisfaction with FVs partially mediates the moderating effect of disruptive innovation perceptions and purchase intentions.(4)Consumers with less innovation are more likely to be affected by the innovation perception of disruptive new products.The conclusions enrich the consumer behavior theory and the disruptive innovation theory.In terms of the consumer behavior theory,this paper broadens the research scope of the consumer purchase intention model and confirms that consumers’purchase intention for new products is influenced by their characteristics and perceptions of new product features and their attitudes toward old products.In terms of the disruptive innovation theory,it explores the model of consumers’intention to purchase disruptive products,which is a valuable attempt from consumers’perspective.In addition,it argues that the success of disruptive innovation lies in mainstream consumers rather than early ones.Therefore,disruptive innovation can only succeed if mainstream consumers perceive the novelty and usefulness of disruptive new products.The conclusions have significant guidance for enterprises to engage in disruptive innovation.Enterprises can promote consumers’purchase intention to disrupt new products by improving their perception of disruptive innovation.When engaging in disruptive innovation,they can highlight the functions that incremental products lack.When consumers perceive the features of disruptive innovation,they may become dissatisfied with incremental new products and tend to shift their purchases from incremental new products to disruptive ones.