بررسی تاثیر نوجویی ذاتی بر رفتار نوآورانه مصرف کننده با نقش واسط نوجویی در زمینه خاص (مورد مطالعه: مصرف کنندگان محصولات هوشمند پوشیدنی )

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت منابع انسانی، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

2 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

3 استاد تمام، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

یکی از سودآورترین راهکارها برای سازمان‌های رقابتی، ارایه محصولات نوآورانه در بازار و به دست آوردن مزیت رقابتی است. نوجویی مصرف کننده این تمایل را در فرد ایجاد می کند تا به سراغ محصولات متفاوت برود. رفتار نوآورانه این مصرف کنندگان سایرین را تحریک می کند که از آنها الگو برداری کنند و محصولات جدید را بخرند. لذا مصرف کنندگان نوجو و رفتار نوآورانه آنها نقش کلیدی در موفقیت محصولات و خدمات جدید دارد. تحقیق حاضر مطابق با دیدگاه سلسله مراتبی نوجویی مصرف کننده به بررسی اثر نوجویی ذاتی بر رفتار نوآورانه مصرف کننده با نقش واسط نوجویی به دامنه خاص پرداخته است. پژوهش حاضر تحلیلی- پیمایشی و از نمونه گیری در دسترس استفاده شده است. چون حجم جامعه مشخص نیست و اطلاعی از واریانس جامعه در دسترس نیست، بر اساس فرمول کوکران با ضریب اطمینان 95% و مقدار خطای قابل تحمل 0.07 حجم نمونه 390 نفر از مصرف کنندگان محصولات هوشمند پوشیدنی در شهر مشهد می باشد. برای جمع آوری داده های اولیه از ابزار پرسشنامه استفاده شده است. پس از جمع آوری داده ها، فرضیه های پژوهش با استفاده از مدل سازی معادلات ساختاری و از طریق نرم افزار آموس تجزیه وتحلیل شدند. نتایج پژوهش حاضر، دیدگاه سلسله مراتبی نوجویی مصرف کننده را مورد تایید قرار داده است، بویژه اینکه نوجویی شناختی و نوجویی به محصول دارای نوگرایی در زمینه خاص و همچنین نوجویی احساسی و نوجویی به اطلاعات دارای نوگرایی در زمینه خاص بهترین ترکیب ها برای پیش بینی رفتار نوآورانه مصرف کننده می باشند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of Innate Innovativeness on Innovative Consumer Behavior through the mediating role of Domain Specific Innovativness (Case Study: The consumers of Smart Wearable Products)

نویسندگان [English]

  • Mona Kardani Malekinezhad 1
  • Alireza Khorakian 2
  • fariborz rahimnia 3
1 PhD Candidate in Human Resource Management, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran
2 Associate Professor, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran.
3 Professor, Management Department, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran
چکیده [English]

One of the most lucrative strategies for competitive organizations is to put innovative products on the market and gain a competitive advantage. Consumer innovativeness creates the desire in a person to go for different products. The innovative behavior of these consumers motivates others to emulate them and buy new products. Therefore, innovative consumers and their innovative behavior play a key role in the success of new products and services. The present study, in accordance with the hierarchical view of consumer innovativeness, examines the effect of innate innovativeness on innovative consumer behavior with the role of the interface of domain specific innovativeness. The research method of the present study is analytical-survey and in this research, available sampling has been used. Because the size of the community is not known and no information is available on the variance of the community, according to the Cochran's formula with a 95% confidence interval and a tolerable error value of 0.07, the sample size is 390 consumers of smart wearable products in Mashhad. A questionnaire was used to collect preliminary data. After collecting the data, the research hypotheses were analyzed using structural equation modeling and through Amos software. The results of the present study confirm the hierarchical view of consumer innovativess, especially that cognitive innovatiness and Product possessing innovativeness as well as Sensory innovativeness and Information possessing innovativeness are the best combinations to predict innovative consumer behavior.

کلیدواژه‌ها [English]

  • Innovative consumer behavior
  • Domain specific innovativeness
  • Innate innovativeness
ترابی، فاطمه؛ رحیمی‌نیک، اعظم؛ اسماعیل‌پور، حسن و ودادی، احمد (1398). تبیین مدل رفتار خرید مصرف‌کننده در انتخاب محصولات لذت‌بخش با رویکرد آمیخته (مورد مطالعه: فروشگاه‌های زنجیره‌ای همواره تخفیف). مطالعات رفتار مصرف‌کننده، 6 (1)، 81-103.‎
خدادادحسینی، سیدحمید؛ سمیعی، نیلوفر و احمدی، پرویز (1397). تأثیر بازاریابی رسانه‌های اجتماعی بر رفتار مصرف‌کنندگان؛ بررسی نقش ارزش ویژه برند، کیفیت رابطه برند و نگرش نسبت به برند. مطالعات رفتار مصرف‌کننده، 5 (1)، 37-59.‎
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