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The Influence of Opinion Leaders to Consumer Innovation Resistance Based on the Social Network

Author: FuHuan
Tutor: ChenTao
School: Wuhan University of Science and Technology
Course: Business management
Keywords: social network opinion leaders innovation resistance new products diffusion
CLC: F713.55
Type: Master's thesis
Year: 2013
Downloads: 23
Quote: 0
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Abstract


New product launch is an effective means that enterprises to win the market status and high profits. But at the same time, new products diffusion always go with great risk, consumer innovation resistance is one of the very important factor of all risks, especially in the network environment. Because in this condition, the impact of consumer innovation resistance is expanded. Current researches are mostly based on the success of new product diffusion at home and abroad, the empirical researches of new product diffusion failure do is less, especially the researches of new product diffusion failure in the network environment.The paper chooses mobile phone MI2as the research object which using the network platform to release new products and observes the data about MI2in tianya BBS. Then uses social network analysis software to determine the key role in the network community opinion leaders. Finally, puts forward the hypothesizes that the relations between professional, indegree, outdegree and resist emotions of opinion leader and community member innovation resistance based on the research achievements of previous scholars and combined with the virtual network environment.The results show that the professional, outdegree and resist emotions of opinion leaders positively related to community member innovation resistance. The indegree of opinion leaders has no relevant with community member innovation resistance. This study contributes to an understanding that the impact of opinion leaders have on community member innovation resistance and provides the relevant inspiration and help of new product promotion of communication for enterprises.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
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