The Effect Of Consumer Self-construction And Money Concept On Adoption Intention Of New Products

In the context of mobile Internet era,enterprises are in a brand new marketing environment.Strong information services make consumers no longer in a passive position,and make them more active in searching and adopting information.At the same time,the external market environment has also undergone tremendous changes,enterprises will face such rare opportunities as cheaper communication costs,more accurate customer service,faster word-of-mouth communication and so on.For any enterprise,if it wants to maintain its competitive advantage for a long time,it is bound to maintain an innovative attitude in a fast iterative market environment.In order to satisfy consumers' different needs,enterprises need to constantly develop new products.It is worth noting that the ultimate goal of enterprise innovation is to make new products successfully attract consumers and be adopted by them,that is,to achieve the successful diffusion of new products.New product diffusion process will inevitably encounter some obstacles,which also makes enterprise innovation uncertain and risky.Therefore,the research on the diffusion of new products has always attracted the attention of academia and entrepreneurs.How to successfully launch a new product in the market? How to identify consumers who are more innovative and eager to buy new products?These problems are very important for enterprise innovation,and are also the research focus of scholars.Most of the existing studies are based on the macro level to explore the influencing factors of consumers' new product adoption behavior.Only a few scholars have studied the impact of consumers' own characteristics on their willingness to adopt new products.Because consumers are the end-users of new products,and also the key factor to decide whether a new product can be successfully diffused,different characteristics and demands of consumers will affect their attitudes towards new products.In view of this,on the basis of previous research on the adoption of new products,this paper,with the help of Optimal distinctiveness theory and Self-sufficiency theory,explores the impact of consumer self-construction and money concepts on the willingness to adopt new products,and examines the mediating effect of need for uniqueness in these two processes.The research collects experimental data through situational experiment and eye tracking technology,and verifies the hypothesis.In the specific experiment process,the subjects' self-construction(independent/interdependent)and money concepts were activated by explicit/implicit method,then the related variables were tested by mature scales,and need for uniqueness of the subjects were measured,and then the attention of the subjects to new and old products was collected by eye movement technology.In addition,the moderation role of product types(public products/private products)was examined.The undergraduate and postgraduate students were selected as experimental subjects and five experiments were carried out.The results show that:(1)Compared with interdependent self-constructed individuals,independent self-constructed individuals have stronger willingness to adopt new products,and need for uniqueness plays an intermediary role in this process.(2)The initiation of money concept will activate the individual's need for uniqueness,and then enhance the individual's willingness to adopt new products.(3)When introducing product type(public/private)as moderation variable,it will produce different effects.Specifically,for public products,Independent self-construction and money concept initiation can have a positive impact on the willingness to adopt new products through the intermediary role of need for uniqueness.For private products,different types of self-construction and whether or not to prime the concept of money do not cause significant differences in the willingness to adopt new products.Based on the research conclusion,in the process of promoting new products,enterprises should pay attention to transposition thinking,that is,to pay attention to their needs from the perspective of consumers,is it to pursue uniqueness or to maintain conformity? Is it innovation pursuit or innovation resistance? These are the key factors affecting consumers' new product adoption behavior.On the one hand,enterprises can use advanced technology such as big data to classify consumers,so as to identify target consumer groups and carry out accurate marketing;on the other hand,enterprises can activate consumers' independent self-construction or money concept through situational stimulation,so as to activate or strengthen their need for uniqueness,and thus enhance consumers' willingness to adopt new products.