由于消费者天然创新抗拒意识的存在,新产品扩散客观上存在一定风险;随

着人际间负面口碑的传播,新产品在扩散中会面临更多的风险;尤其在移动互联

网环境下,风险会随着人际间负面口碑的传播被无限放大,导致创新失败。目前,

国内外学者对于新产品扩散的研究大都基于创新釆用的视角,对创新抗拒的研究

也过多集中于消费者特征和创新特征因素,对于传播过程中关系网络与创新抗拒

关系的实证研究涉略不多。但现实网络社区中的关系网络对新产品能否成功扩散

具有重要影响,因而研究关系网络的类型对消费者创新抗拒的影响具有重要的理

论价值和现实意义。

本研究基于食品论坛情境,以转基因食品为对象,利用社会网络分析与内容评

判法确定了网络社区中的关系网络属性之一——公平匹配关系,基于前期学者的研

究成果并结合网络环境,挖掘出了公平匹配关系中的身份披露、经验技能、社会关

系、关系强度与社区成员创新抗拒之间的关系假设,同时了解不同程度的产品参与

是否对假设关系造成显著差异。研究结果表明,公平匹配关系中的经验技能、社会

关系和关系强度均与社区成员的创新抗拒呈现显著的正相关关系;而身份披露与创

新抗拒没有显著相关关系。产品参与会对社会关系、关系强度与创新抗拒的关系产

生显著的正向调节作用。最后,结合有关研究结论,提出了网络环境下企业新产品

扩散实践的若干建议。

该研究对于把握中国市场网络社区关系及其对企业新产品扩散障碍的影响有

一定的理论启示和实践借鉴价值。

关键词:网络社区;公平匹配关系;新产品扩散;创新抗拒

Abstract

New product diffusion objectively carries risks by reason of consumers' congenital

innovation resistance consciousness. It will make more risks during the product diffusion

process with the spread of interpersonal negative word of mouth. The risks which will

bring innovation failure are infinite enlarged with the spread of interpersonal negative

word of mouth in the mobile internet environment. Previous scholars pay more attention

to new product's innovation adoption. And the studies about innovation resistance

usually focus on the consumer characteristics and innovation characteristics factors,

while the empirical studies on relational network and innovation resistance relations are

deficient. As the relationship network in real network community has an important

influence on the success of new product diffusion. Therefore, the study of the type of

network effects on consumers1 innovation resistance has important theoretical and

practical value.

Based on the Food BBS situation, and genetically modified food is set as subject.

The network equality matching relationship is settled by social network analysis and

content evaluation. The hypotheses about identity disclosure, experience skills, social

relations, tie strength and community numbers' innovation resistance have been

constructed according to previous studies. Also, the different product involvement's

influence on hypotheses relations has been considered. Research shows that all

experience skills, social relations and tie strength in equality matching relationship have

significant positive correlation relationships with the community numbers' innovation

resistance, while identity disclosure has no significant positive correlation relationship

with it. Also, product involvements will play significant positive regulation effects on the

relationships among social relations, tie strength and innovation resistance. Finally, some

suggestions on the new product diffusion in the network environment are presented.

This study has some theoretical inspiration and practical value for the understanding

of China market network community relationship and its impact on the new product

diffusion barrier.

Key words: net community; equality matching relation; new product diffusion;

innovation resistance