网络负面口碑、感知风险与消费者创新抗拒——中国市场转基因食品的研究

新产品和技术在扩散中会受到消费者抗拒,产生创新抗拒。相对于网络正面口碑而言,网络负面口碑对消费者态度和行为的影响力更大。文章依据信息性影响和计划行为理论,构建了网络负面口碑对创新抗拒影响的机理模型,以中国市场转基因食品为例展开了研究。研究表明:网络负面口碑对消费者感知风险有显著正向影响;感知风险对产品态度有显著负向影响;消费者产品态度对拒绝购买和反对购买影响显著,对延迟购买没有显著影响。

The diffusion of new products and technologies will be resisted by consumers, leading to innovation resistance. Compared to the network positive WOM, the network negative WOM will make more affects on consumer＇s attitudes and behaviors. According to the Informational Influence and TPB, this paper constructs a mechanism model of the network positive WOM＇ s influence on innovation resistance by taking the GMF in Chinese market as the research object. Results show that network negative WOM has a significant positive effect on consumer＇ s perceived risk and consumer＇ s perceived risk has a marked negative impact on product attitude. It also shows that consumer＇s attitude toward product has a significant effect on rejection and opposition, while no significant effect on postponement.