تأثیر نوآوری در زمینه خاص بر رفتار خرید اکتشافی در محصولات نوآور
محورهای موضوعی : نوآوري و خلاقيت
علیرضا خوراکیان
1
*
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مونا کاردانی ملکی نژاد
2
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فریبرز رحیم نیا
3
1 - دانشگاه فردوسی مشهد
2 - دانشگاه فردوسی مشهد
3 - دانشگاه فردوسی مشهد
کلید واژه: اطلاعات دارای نوگرایی جستجو اطلاعات اکتشافی کسب اکتشافی محصول محصول دارای نوگرایی محصولات نوآور,
چکیده مقاله :
نوآوری محصول برای اکثر شرکت‌های فناوری اطلاعات یک راهبرد کلیدی است و مزایای رقابتی آنها با ظهور فناوری‌های جدید بسیار مرتبط است. لذا برای كمك به حداقل‌رساندن خطر عدم موفقیت محصولات نوآور، شرکت‌ها باید به عوامل مؤثر بر موفقیت محصول جدید، از جمله شناخت نقش نوآوری مصرف‌كننده و تأثیر آن بر رفتار پذیرش محصول جدید بپردازند. بنابراین مطالعه حاضر به بررسی اثر نوآوری در زمینه خاص بر روی رفتار خرید اکتشافی مصرف‌کنندگان محصولات نوآور (محصولات هوشمند پوشیدنی) پرداخته است. روش پژوهش حاضر تحلیلی- پيمايشي اسـت و جامعـه آمـاري آن، مصرف‌کنندگان محصولات هوشمند پوشیدنی در شهر مشهد است. و برای جمع‌آوری داده‌های اولیه از ابزار پرسشنامه استفاده شد. با استفاده از فرمول‌های مربوطه، حجم نمونة آماری 390 تعیین شد. پس از جمع‌آوری داده‌ها، فرضیه‌های پژوهش با استفاده از مدل‌سازی معادلات ساختاری و از طریق نرم‌افزار آموس تجزیه و تحلیل شدند. نتایج بررسی‌ها نشان دادند که نوآوری در زمینه خاص برای پیش‌بینی پذیرش نوآوری تأثیرگذار است و بر تمایل مصرف‌کنندگان به دنبال کسب اطلاعات بیشتر و پذیرش واقعی تأثیر می‌گذارد. بنابراین پیشنهاد می‌شود که بازاریابان برای بازاریابی موفقیت‌آمیز محصولات جدید، تأثیر نوآوری‌ها از جمله نوآوری در زمینه خاص را بر رفتار خرید محصولات نوآور (هوشمند پوشیدنی) را درک کنند.
Innovation in a company is the key to success and survival in a competitive environment. The current study provides insights into management of planning and marketing of innovative technologies such as wearable technology. Businesses with new ideas have to use strategic approaches to identify and effectively communicate with innovators with the goal of successfully launching innovative products such as wearable smart products. They need to comprehand the importance of modernizers as crucial determinants of the adoption of smart wearable products. Therefore, The present research investigates the effects of innovativeness to a specific domain on exploratory purchasing behavior of the consumers of innovative products. The research method is analytical-survey, and its statistical population is the consumers of smart wearable products in Mashhad. A questionnaire was used to collect the initial data. Using the appropriate formulas, the sample size was determined 390. After gathering data, research hypotheses were analyzed using structural equation modeling and Amos software. The results of the research show that domain specific innovativeness has a positive and significant effect on the exploration purchasing behavior of smart wearable products, and all four hypotheses are confirmed. Finally, suggestions are also presented based on the results.
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