Proceedings of the 3rd International Seminar on Education Innovation and Economic Management (SEIEM 2018)

Impact of Consumer Innovation on New Products Adoption Based on Scenario Experiments

Authors
Guoxiang Ruan, Yang Zhao, Yuanyuan Li, Meiling Jin
Corresponding Author
Guoxiang Ruan
Available Online January 2019.
DOI
10.2991/seiem-18.2019.98How to use a DOI?
Keywords
consumer innovation; innovation strategy; brand strategy; new product adoption
Abstract

Strategies of innovation and brand are critical to the market success of new products. It is important to clarify how they jointly have impact on consumers’ adoption for new products. The new product innovation is divided into two types “radical innovation” and “incremental innovation” which are combined with the brand strategies of “new brand” and “brand extension” to construct four scenarios. Through the scenario experiment method, it is found that the relationships between two dimensions of consumer innovation that are sensory innovation and cognitive innovation and consumer willingness to adopt new products are moderated by the four scenarios. The paper has reference meaning for researches on new product development strategies and innovative consumer behavior.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 3rd International Seminar on Education Innovation and Economic Management (SEIEM 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
January 2019
ISBN
10.2991/seiem-18.2019.98
ISSN
2352-5398
DOI
10.2991/seiem-18.2019.98How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Guoxiang Ruan
AU  - Yang Zhao
AU  - Yuanyuan Li
AU  - Meiling Jin
PY  - 2019/01
DA  - 2019/01
TI  - Impact of Consumer Innovation on New Products Adoption Based on Scenario Experiments
BT  - Proceedings of the 3rd International Seminar on Education Innovation and Economic Management (SEIEM 2018)
PB  - Atlantis Press
SP  - 382
EP  - 384
SN  - 2352-5398
UR  - https://doi.org/10.2991/seiem-18.2019.98
DO  - 10.2991/seiem-18.2019.98
ID  - Ruan2019/01
ER  -