Theoretical Exploration of Consumer Involvement in Innovation Experience: An Empirical Study on Relationship among Instructions, Perceived Complexity, Competence and Autonomy
WANG Yong-Gui, YAO Shan-Ji, Qu Yan-Wu
1.University of International Business and Economics, Beijing, China; 2.Nanjing University of Technology, Nanjing, China; 3. Shanghai Tax Bureau, Shanghai, China
Based on the cognitive evaluation theory and using experimental research methods, the paper examines the internal and external factors influencing competence and autonomy, and possible moderating effect under consumer involvement in innovation experience. The findings are as following: in the activity process of consumer involvement in innovation experience, the competence is always higher and the autonomy is always lower when pictures instructions are provided. Perceived complexity of consumer is significantly related to autonomy, but it is not significantly related to competence. Consumer personality plays a moderating role in the relationship between operation instruction and perceived competence.
王永贵, 姚山季, 瞿燕舞. 消费者参与创新体验的理论探索 ——对操作说明、感知复杂性、胜任感和自治感关系的实验研究[J]. J4, 2011, 8(7): 1004-.
WANG Yong-Gui, YAO Shan-Ji, Qu Yan-Wu. Theoretical Exploration of Consumer Involvement in Innovation Experience: An Empirical Study on Relationship among Instructions, Perceived Complexity, Competence and Autonomy. J4, 2011, 8(7): 1004-.
2011, Vol. 8 
