A Single Branch or Huddle for Warmth:Research on the Influence of New Product Joint Display Strategy on Adoption Intention of Online Community Members
With the importance of online community increasing,more and more brands display new products and communicate with consumers in online community.How to effectively spread new products in online community has become a new challenge for en-terprises in the mobile Internet era.The new product display strat-egy also presents different form,that is,it is not limited to display new products separately,joint display form of new products with existing similar products has appeared.So as group consumers face the joint display of new products and existing similar products,how would they process the information?This paper will explore wheth-er the joint display of new product and existing similar products can promote new products adoption in online community.This paper will explore whether this new product joint display strategy in online community can affect consumers'adoption in-tention,and also examine the mechanism and boundary conditions behind the effect of new product joint display strategy through five studies.We first examines whether the joint display strategy of new products and existing similar products will have different influence on new products adoption for online community members and indi-vidual consumers.Further,the paper focuses on the mechanism and boundary conditions of new products joint display strategy which affects new products adoption in the emerging online community.We found the new product joint display strategy will enhance online community members'new product adoption.For online community consumers,the new product joint display strategy(vs.separated display strategy)can significantly improve consumers'willingness to adopt new products;for individual consumers,the new product joint display strategy(vs.separated display strategy)will not sig-nificantly improve consumers'willingness to adopt new products.And product entitativity perception mediates the influence of joint display strategy on new product adoption.New product joint display strategy will bring product entitativity perception to online commu-nity members and improve new products adoption.For moderately inconsistent new products,the new products joint display strategy will still improve new products adoption for online community members,but for extremely inconsistent new products,the new products joint display strategy will no longer improve the willingness to adopt new products significantly.For online commu-nity members with high identification,the new product joint display strategy will still improve new products adoption,but for online community members with low identification,the new product joint display strategy will no longer have a significant impact on the will-ingness to adopt new products This study extends the application situation of new product joint display which stays in the individual situation to online community situation,adapts to the increasing demand of new products market-ing practice in online community.We also reveal the intermediary role of product entitativity in the influence of new product joint dis-play strategy on online community members'new product adoption.This study helps enterprises meet the important opportunities of the transformation from"individual"object to"group"object,and ex-pands previous understanding of new product adoption mechanism.With the explosive growth of the number of online communities,consumers'identification degree to the communities are different,new products emerge in the market endlessly and their innovation degree is significantly different,this study expands the theoretical boundary with the characteristics of community and new products,and further improves the adaptability of our study to the diversity of online community types and new products.
万方数据
