A Study On Factors Affecting The Substitution Decision-making Of GPS Consumers

Along with the rapid development of economy and technology, innovative products rush into the market continually. From the substitute aspect, innovative products can be devided into two categories. They are the irreversible substitute new product and the reversible substitute new product. Of the two kinds of products, the latter is of great importance to enterprises. The research on factors affecting innovative product adoption is always a key point of product success researches. But there is an aspect that all of such researches have neglected. That's to analyze factors according to different categories of innovative products. Therefore, our study points to a smaller area, that is to research on factors affecting adoption of the irreversibile product.Based on previous studies, we put forward a conceptual model. The model not only consists of factors from previous innovative products studies, but also consists of two concepts from the substitution study, which is breadth of substitution and cost of substitution. We discuss its direct influence on substitution decision-making and lay an emphasis on its moderating influence on relationships between attributes of substitution and substitution decision-making of consumers. Nine hypotheses are brought forward according to the conceptual model.GPS is the substitute product for other Car navigation systems, such as Voice Car navigation,Electronic map.So we demonstrate our hypotheses by the substitution decision-making of GPS consumers. And the sample we choose is composed of two categories of consumers. One category is made up of consumers who had bought other portable audio players and have decided to buy GPS and abandon the former Car navigation systems. Those who had bought other portable sudio player and are now experiencing the decision-making process constitute the other category. We collect two hundred and twenty five effective questionnaires, which are applied to test our hypotheses.The statistical results demonstrate that breadth of substitution correlates positively with substitute product adoption; Complexiblity correlates negtively with substitute product adoption; Perceived risk correlates negtively with substitute product adoption; Cost of substitution correlates negtively with substitute product adoption; Novelty seeking of consumers correlates positively with substitute product adoption; Novelty seeking of consumers will weaken the relationship between breadth of substitution and substitute product adoption; Risk attraction of consumers will weaken the relationship between perceived risk and substitute product adoption.