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

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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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  -