Give me the newest! Effect of social exclusion on new products adoption

IF 8.6 2区 管理学 Q1 BUSINESS
Shichang Liang, Bin Lan, Rulan Li, Min Zhang, Yuxuan Chu, Li Li
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引用次数: 0

Abstract

Scholars have explored the factors influencing new product adoption from various perspectives, such as product characteristics, personality traits, and marketing communication strategies. However, these studies lack the consideration of consumer social relationships. Thus, this study examined how social exclusion influences new product adoption. Three experiments involving 1372 participants indicated that social exclusion leads to a higher really new products adoption compared to social inclusion. The mediating factor in this relationship is the need for uniqueness. In contrast, no significant difference in incrementally new product adoption was found between socially excluded and included individuals. The above effects only exist in individuals with low self-control. Individuals with high self-control exhibit no significant difference in RNP adoption intention, whether they experience social exclusion or inclusion. These findings not only significantly increase the body of knowledge on social exclusion and new products, but also advise marketers on how to promote new products.

给我最新的社会排斥对采用新产品的影响
学者们从产品特征、个性特征和营销传播策略等不同角度探讨了新产品采用的影响因素。然而,这些研究缺乏对消费者社会关系的考虑。因此,本研究探讨了社会排斥如何影响新产品的采用。涉及 1372 名参与者的三项实验表明,与社会包容相比,社会排斥会导致更高的新产品采用率。这种关系的中介因素是对独特性的需求。与此相反,被社会排斥和被社会包容的个体在采用渐进式新产品方面没有发现明显差异。上述影响只存在于自我控制能力低的个体中。而自我控制能力强的个体,不论是被社会排斥还是被社会包容,在采用 RNP 的意向上都没有明显差异。这些发现不仅极大地丰富了有关社会排斥和新产品的知识体系,还为营销人员如何推广新产品提供了建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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