| Innovation capability has become the core competitiveness of enterprises,and product innovation is the material performance of core co mpetence.Enterprise invests a lot in the research and development of innovative products,however,the success rate of innovative product is only 5%,and the products that survive in “lucky” are just “short-lived”.As the end-user of innovative products,when consumers choose innovative products,they not only focus on the performance of the products,but also pay attention to the number of other consumers and complementary products,that is,innovative products have the property of network externality.Facts have proved that ignoring the adoption of innovative products from the perspective of the market may lead enterprises to fall into the trap of pursuing technological innovation rather than focusing on the commercialization of innovation.Based on this,this paper explores the mechanism of network externality on adoption intention of innovative products from the perspective of consumers,and introduces two factors of incentive theory as intermediary variables to study from the two dimensions of perceived usefulness and perceived playfulness,aims to analyze the impact of network externality,perceived usefulness,perceived playfulness on the adoption intention of innovative products.In this paper,the author firstly reviews and summarizes the literature on the rational behavior theory,the technology acceptance model and incentive theory,and reviews and summarizes the literature on each of the research variables.Based on this,we follow the research paradigm of stimulus-subject-reaction,construct relationship model on the network externality to the adoption intention of innovative products and put forward the research hypothesis.Secondly,based on the theoretical deduction,we design the questionnaire,and the statistical software SPSS21.0 is used to analyze the valid questionnaires.Finally,we draw the research results of this article,and describe the shortcomings of this study and the prospect of the follow-up research.This paper,based on the theory of rational behavior,technology acceptance model and incentive theory,collates the related variables and constructs the model of the influence of network externality to the adoption intention of innovative products and puts forward the research hypothesis.Secondly,referring to the maturity scale of relevant scholars,the questionnaire is designed and distributed.Based on this,SPSS21.0 statistical software is used for empirical analysis.Finally,we draw the research results of this paper,and explain the shortcomings and future prospects.This study draws the following conclusions: First,network externality is positively related to the adoption intention of innovative products.Among them,direct network externality is greater than the indirect network externalit y on the adoption intention of innovative products.Second,the two variables of incentive theory-external incentive(perceived usefulness)and intrinsic incentive(perceived playfulness)have a positive effect on the adoption intention of innovative products.This paper verifies that consumers will be influenced by motivational factors when deciding whether to adopt innovative products,and the perceived usefulness is better than the perceived playfulness in the adoption intention of innovative products.Third,network externality not only is conducive to consumers' perception of usefulness,but also promotes the interesting perception.Fourth,perceived usefulness and perceived playfulness play intermediary roles between the network externality and the adoption intention of innovative products.The results of the study enrich the theoretical research on the adoption intention of innovative products,and provide some suggestions and references for enterprises to accelerate the market diffusion of innovative products. |
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