论文部分内容阅读
新产品扩散客观上隐藏着巨大风险,而消费者创新抗拒是导致新产品扩散风险的重要因素之一。本文运用实证研究法对社会网络中的关键角色——社会枢纽及其对整体网络创新抗拒的影响进行了研究,揭示了社会枢纽与整体网络创新抗拒之间的关系效应。研究结果表明,社会枢纽的威望、创新抗拒程度对整体网的创新抗拒程度和抗拒进程均有正向影响,社会枢纽的点度中心度对整体网的创新抗拒进程有显著的正向影响,并且相较于点入度而言,点出度的影响更为显著。
The diffusion of new products objectively hides a great risk, and consumer innovation resistance is one of the important factors that lead to the proliferation of new products. This paper uses empirical research method to study the key role of social network - the social hub and its impact on the overall network innovation resistance, and reveals the relationship between the social hub and the overall network innovation resistance. The results show that the prestige and innovation resistance of social hub have a positive impact on the innovation resistance and resistance of the whole network, and the centrality of the social hub has a significant positive impact on the process of innovation resistance of the whole network, and Compared with the point of entry, the point out of the more significant impact.