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创新扩散理论按照用户采用新产品的时间先后顺序将市场细分为创新者、早期采用者、早期大多数、晚期大多数和落后者五种类型。本文在扩散经典理论和中国市场特征的基础上,提出城镇市场和农村市场耐用消费品用户构成差异的假设。研究结果证实了全部假设:城镇的创新者比例显著高于农村,农村的早期采用者比例显著超过城镇,而各类型采用者的采用持续时间农村全面长于城镇。这些结论为更加深入地了解二元经济结构下中国市场的特征提供了有益启示。
Innovation diffusion theory according to the user chronological order of using new products will be divided into innovators, early adopters, early most, late most and backward five types. Based on the classic theory of diffusion and the characteristics of China’s market, this paper proposes the hypothesis that the users of durable consumer goods in urban market and rural market are different in composition. The results confirm all the assumptions: the proportion of innovators in urban areas is significantly higher than that in rural areas, the proportion of early adopters in rural areas is significantly higher than that in urban areas, and the duration of adoption of various types of adopters is longer than that in urban areas. These conclusions provide useful enlightenment for more in-depth understanding of the characteristics of the Chinese market under dual economic structure.