【简报】 天美制作果冻视频系列研究讨会（212）
2016-12-29 00:00:00
12月15日在汇丰商学院335教室，来自韩国国民大学的Seung-Gyu (Andrew) Sim教授为天美制作果冻视频的师生带来了题为“Effect of Display Type of Non-Product Information on New Product Adoption”讲座。
摘要:
Although much marketing research investigates whether consumers’ adoption of a new product is influenced by the information about the product, whether and how non-product information (e.g., time and temperature) shapes their new product adoption has been little discussed. In the present work, we divide non-product information into two types, analog and digital, and hypothesize that when analog, non-product information is provided, consumers tend to think abstractly and are more likely to adopt new products than when digital, non-product information is provided. Our hypothesis was supported by the findings obtained from the two experiments conducted in Vietnam. This research primarily contributes to the existing discussions on the topics of new product adoption and information display, as well as provide fresh insights into environmental designers for new products.
