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消费者的风险感知,市场需求和公司创新:来自中国的证据

Jing Cao¹, Haiwei Jiang², Xiaomeng Ren³

¹School of Economics, Zhejiang University, Zhejiang, China.

|May 17, 2024

概括

重大产品安全事件增加了消费者对风险的认识,激励企业推动创新. 这种影响对私营企业,发达地区的企业和技术距离较小的下游公司来说更为强烈.

科学领域:

商业和经济学商业和经济学
消费者行为消费者行为
创新管理创新管理

背景情况:

产品安全事件可以显著改变消费者心理和风险感知.
由风险感知驱动的消费者需求的变化会影响公司的创新决策.
了解这种动态对于市场竞争力和产品开发至关重要.

研究的目的:

调查消费者风险感知变化与公司创新决策之间的因果关系.
分析产品缺陷的负面新闻报道如何影响企业的创新战略.
探索风险感知对不同公司特征的创新的异质影响.

主要方法:

利用中国企业级数据作为一个准自然实验.
采用巴旺事件的新闻报道来代表消费者风险感知的变化.
进行实证分析以确定对公司创新的影响.

主要成果:

消费者对负面产品缺陷新闻带来的风险感知增加,积极激励企业加强创新.
风险感知对创新的积极影响对于私有企业和位于发达地区的企业来说更为明显.
下游企业和技术距离较小的企业在创新活动中表现出更强烈的反应.

结论:

消费者的风险感知主要受到市场需求的影响,是公司创新的重要驱动力.
市场需求道在将消费者风险感知转化为企业创新方面发挥着关键作用.
特定于企业的因素,如所有权,地区,行业地位和技术接近性,调节了对风险感知的创新反应.

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