Study On The Influence Of Net Community Equality Matching Relationship On Innovation Resistance

New product diffusion objectively carries risks by reason of consumers’ congenital innovation resistance consciousness. It will make more risks during the product diffusion process with the spread of interpersonal negative word of mouth. The risks which will bring innovation failure are infinite enlarged with the spread of interpersonal negative word of mouth in the mobile internet environment. Previous scholars pay more attention to new product’s innovation adoption. And the studies about innovation resistance usually focus on the consumer characteristics and innovation characteristics factors, while the empirical studies on relational network and innovation resistance relations are deficient. As the relationship network in real network community has an important influence on the success of new product diffusion. Therefore, the study of the type of network effects on consumers’ innovation resistance has important theoretical and practical value.Based on the Food BBS situation, and genetically modified food is set as subject. The network equality matching relationship is settled by social network analysis and content evaluation. The hypotheses about identity disclosure, experience skills, social relations, tie strength and community numbers’innovation resistance have been constructed according to previous studies. Also, the different product involvement’s influence on hypotheses relations has been considered. Research shows that all experience skills, social relations and tie strength in equality matching relationship have significant positive correlation relationships with the community numbers’ innovation resistance, while identity disclosure has no significant positive correlation relationship with it. Also, product involvements will play significant positive regulation effects on the relationships among social relations, tie strength and innovation resistance. Finally, some suggestions on the new product diffusion in the network environment are presented.This study has some theoretical inspiration and practical value for the understanding of China market network community relationship and its impact on the new product diffusion barrier.