消费者购买新产品过程中的双中介变量分析

Analysis on dual-mediation variables in new products purchasing by consumers

由于新产品同时具有创新性和不确定性,消费者在感受到新产品带来趣味性的同时还会感受到风险,消费者是在相互博弈的心理过程影响下对新产品进行购买决策的。文章通过两个实验,探讨了感知趣味性和感知风险对新产品购买意愿的影响。研究结果表明,新产品类型正向影响消费者感知趣味性和感知风险,且感知趣味性和感知风险分别一负一正共同影响消费者的新产品购买意愿。

Due to both innovativeness and uncertainty of new products,while enjoying the interest brought by new products,consumers also experience risk.So when consumers make decisions on new products purchase,they are affected by two inter-gaming mental states.Through two experiments,this paper discusses the effects of perceived interest and perceived risk on the willingness to buy new products.Results show that type of new products positively influence consumers’perceived interestingness and perceived risk,and the perceived interest and perceived risk are negative and positive respectively,which together affect consumers’willingness to buy new products.