调节聚焦视角下的消费者新产品购买研究

Product innovation is a primary impetus for the development of companies and countries. However, new product launches suffer unexpectedly high failure rates. To design truly effective marketing strategies to help consumers better understand and accept new products has become a major challenge to the marketing academia. Based on classical theories of motivation, a goal attainment is guided by self-regulation system, and new product purchase is no exception. However, little innovation literature has focused on the innate motivation and decision-making for new product purchase and accordingly provided effective strategies for product innovation marketing. To fill this research gap, the current project adopts a novel perspective of regulatory focus to examine consumer motivation and decision-making for new products, and attempts to provide managerial implications for product innovation managers to successfully launch a new product.

产品创新对于小到企业，大到国家的发展都至关重要，然而大多数新产品的推出均惨淡收场，以失败告终。帮助消费者更好的理解和接受新产品，为新产品设计真正有效的营销策略，成为营销学术界的重大挑战。根据经典动机理论，所有目标达成过程都是在自我调节系统指导下进行的，新产品购买也不例外。然而，现有创新研究中鲜有文献从决策动机本质出发，探索消费者新产品购买的影响因素，并提出相应有效的营销策略。基于产品创新的重要性和现有研究的缺失，本项目从自我调节文献中最重要的调节聚焦视角切入，探索消费者新产品决策的动机过程，提炼新产品营销实践方面的策略启示，以期帮助公司新产品推出取得成功。

本项目探索了产品创新在激活消费者调节聚焦中所起的作用。我们认为基础的调节聚焦目标不仅会被新产品决策情境激活，还有赖于新产品的类型（即改进型或全新型新产品）决定。具体而言，改进型新产品广告会自发激活消费者的促进目标，而革命型新产品广告会自发激活消费者的防御目标。我们进一步验证了消费者的价格感知会调节革命型新产品与所激活的调节聚焦目标之间的关系。当消费者感知全新型新产品的价格较高时，防御目标被激活；而当感知价格较低时，促进目标被激活。与此对比，价格感知不会调节改进型新产品对调节聚焦的激活。我们还验证了所激活的情境性调节聚焦目标会中介产品创新与价格的交互作用对购买意愿的影响，为新产品营销提供了管理启示。