新产品开发中的消费者创意——产品创新任务和消费者知识对消费者产品创意的影响

被引：45

作者：

汪涛

何昊

诸凡

机构：

[1] 武汉大学经济与管理学院市场营销系

来源：

管理世界 | 2010年 / 02期

关键词：

产品创新域; 消费者知识; 消费者创意; 核心系统; 周边系统;

D O I：

10.19744/j.cnki.11-1235/f.2010.02.009

中图分类号：

F014.5 [消费与积累];

学科分类号：

0201 ;

摘要：

产品创新活动中的外部参与已经引起了众多的研究关注,越来越多的企业希望在产品开发中更早导入顾客的力量。在一般消费品领域,有关消费者参与创新的研究还非常有限。本文通过实验法,探讨了在一般消费品领域,产品创新任务和消费者知识对消费者产品创意的影响。研究表明,产品创新任务会对消费者的产品创意表现产生影响,而且产品创新任务和消费者知识会对消费者的产品创意表现产生交互效应。在核心系统创新任务中,拥有丰富产品知识的专家消费者的创意更为优秀,而在周边系统创新任务中,普通消费者的创意更具原创性、更有价值。

引用

页码：80 / 92+166+187 +166

页数：15

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