消费者参与创新体验的理论探索——对操作说明、感知复杂性、胜任感和自治感关系的实验研究被引量：8

Theoretical Exploration of Consumer Involvement in Innovation Experience:An Empirical Study on Relationship among Instructions,Perceived Complexity,Competence and Autonomy

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摘要以认知评价理论为基础,采用实验研究方法探讨了消费者参与创新体验情境下影响胜任感与自治感的关键因素以及可能存在的调节效应。研究结果表明,在消费者参与创新体验的活动过程中,当提供图像说明时,消费者的胜任感水平更高,自治感水平却更低;消费者对目标任务的感知复杂性会对自治感产生积极影响,但对消费者胜任感的影响不显著。消费者个性对操作说明与感知胜任感之间的关系具有调节作用。 Based on the cognitive evaluation theory and using experimental research methods,the paper examines the internal and external factors influencing competence and autonomy,and possible moderating effect under consumer involvement in innovation experience.The findings are as following： in the activity process of consumer involvement in innovation experience,the competence is always higher and the autonomy is always lower when pictures instructions are provided.Perceived complexity of consumer is significantly related to autonomy,but it is not significantly related to competence.Consumer personality plays a moderating role in the relationship between operation instruction and perceived competence.

作者王永贵姚山季瞿燕舞

机构地区对外经济贸易大学国际商学院南京工业大学经济管理学院上海市宝山区税务局

出处《管理学报》 CSSCI 2011年第7期1004-1009,共6页 Chinese Journal of Management

基金国家自然科学基金资助项目(70672018 71072019) 教育部新世纪优秀人才支持计划资助项目(NCET-09-0302) 江苏省高校哲学社会科学基金资助项目(2010SJB630031) 霍英东教育基金会高等院校青年教师基金资助项目(121080) 对外经济贸易大学学术创新团队资助项目 211工程人才资助项目

关键词消费者参与创新体验操作说明感知复杂性胜任感自治感 consumer involvement innovation experience instruction perceived complexity competence autonomy

分类号 C93 [经济管理—管理学]

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