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MANAGEMENTREVIEWVol.22No.052010、2008-07-15（70872122）。，，；，，；，，。。、、Dickerson[1]、Gatignon[2]、Rogers[3]、Andrus[4]、、Fox－all[5]、Foxall[6]、Goldsmith[7]、Manning[8]、Midgley[9]Midgley[10]Mudd[11]。。。、。。1，212（1.，400030；2.，400065），、。，。；；35Vol.22No.0520101、1、“”。Midgley[9]actualizedinnate。。“”[9]“”[12]Steenkamp[13]Hauser[14]“”[14]Cestre[15]。、。。。2、、、。11234。11、、。Labay[16]、、。Dickerson[1]、、。Martinex[17]、。。22Foxall[5]KAI。MidgleyDowling[10]LW。Foxall[28]。。33MidgleyDowling[10]、。Baumgarten[18]、、、。Venkatraman[19]、。Goldsmith[7]、、。Steenkamp[13]。44。MidgleyDowling[9]MidgleyDowling[13]36MANAGEMENTREVIEWVol.22No.052010。Venkatraman[19]。Im[20]。Im[21]。1、。1Summers1Ostlund1LabayKinnear1DickersonGentry1/Martinex1LogitCitrin,Sprott,Silverman,Stem2DSIFoxall2Foxall2Goldsmith2Manning,BeardenMadden2Limayem,KhalifaFrini2Venkatraman1234MidgleyDowling1234//Im,BayusMason1234Im,MasonHuston1234：。1、。。20075.618%1300018.2%12%GDP5.27%、、98%。。。2、1。[22]、2。DSIDSI[23]Citrin[24]DSI。76-423。。MidgleyDowling[9]、、。。37Vol.22No.052010。[25]。13、、……、VCD。VCD[20]。111。VCD。“”Im[20]“”“”。2。2、、DSI3、1.000.74**1.00-0.277**-0.215**1.000.470**0.555**-0.08*1.000.450**0.431**0.353**0.429**1.0019.473.8331.193562.6214.539.5312.1759.6462496.331.18173、。。。200812008441176107844280。100685.6%。。4、1、234。SPSS11.5LISREL8.7。1、3、。1。、123。4。2、2。x1x2x3、y1y2-y738MANAGEMENTREVIEWVol.22No.05201026。4。[26]χ2/df2-5。GFI、AGFI、NFI、IFI、RFICFI10.9RMSEA0.1。2。4χ2/dfGFIAGFINFIIFIRFICFIRMSEA8.660.950.970.970.980.960.980.0871T-5.6220.49T9.503T-8.32SMCSMC0.56SMC0.67。1112。SMC0.36SMC0.61。3、4Bollen[27]。。53。333、。。5NLDSINL*DSIR2-0.0760.6640.0910.5490.080.0000.081SRDSISR*DSIR20.1590.5450.1590.6040.0030.0000.025JYDSIJY*DSIR20.0180.2930.4510.7210.0750.0160.5623325%。。。4、39Vol.22No.052010、。。。Im[20]ImImIm0.110.49。。。MidgleyDowling[9]。。1、。。。。。。。。。2、、、。[1]Dickerson,MaryDee,JamesW.Gentry.CharacteristicsofAdoptersandNon-AdoptersofHomeComputers[J].JournalofConsumerResearch,1983,10:225-235[2]Gatignon,Hubert,ThomasS.Robertson.InnovativeDecisionProcesses:inHandbookofConsumerBehavior[M].NJ:PrenticeHall,1991[3]Rogers,EverettM.DiffusionofInnovation[M].NewYork:FreePress,1995[4]UhlK.,R.Andrus,andL.Poulsen.HowAreLaggardsDifferentAnEmpiricalInquiry[J].JournalofMarketingResearch,1970,7:51-5440MANAGEMENTREVIEWVol.22No.05201062[5]Foxall,GordonR.ConsumerInnovativeness:Novelty-Seeking,Creativity,andCognitiveStyle[J].ResearchinConsumerBehavior,1988,3:79-113[6]FoxallandRonaldGoldsmith.PersonalityandConsumerResearch:AnotherLook[J].JournaloftheMarketResearchSociety,1988,30(2):111-125[7]Goldsmith,RonaldE.,JonB.Freiden,andJacquelineK.Eastman.TheGenerality/SpecificityIssueinConsumerInnovativenessResearch[J].Technovation,1995,15(10):601-611[8]Manning,KennethC.,WilliamO.Bearden,andThomasJ.Madden.ConsumerInnovativenessandAdoptionProcess[J].JournalofConsumerPsychology,1995,4(4):329-345[9]Midgley,F.DavidandGrahameR.Dowling.Innovativeness:TheConceptandItsMeasurement[J].JournalofConsumerResearch,1978,4(3):229-242[10]Midgley,F.DavidandGrahameR.Dowling.ALongitudinalStudyofProductFormInnovation:TheInteractionBetweenPredis－positionsandSocialMessages[J].JournalofConsumerResearch,1993,19(3):611-625[11]Mudd,Samuel.ThePlaceofInnovativenessinModelsoftheAdoptionProcess:AnIntegrativeReview[J]Technovation,1990,10(2):119-134[12]HirschmanElizabethC.Innovativeness,NoveltySeeking,andConsumerCreativity[J].JournalofConsumerResearch,1980,7(3):283-295[13]SteenkampJBEM,HofstedeFter,WedelM.ACross-nationalComparisonintotheNationalandNationalCulturalAntecedentsofConsumerInnovativeness[J].JournalofMarketing,1999,63(2):55-69[14]HauserandOliverToubia.TheImpactofUtilityBalanceandEndogeneityinConjointAnalysis[J].MarketingScience,2005,24:498-507[15]CestreG.DiffusionetInnovative:Definition,ModelisationetMesure[J].RexhApplMark,1996,11(1):69-88[16]Labay,DuncanG.andThomasC.Kinnear.ExploringtheConsumerDecisionProcessintheAdoptionofSolarEnergySystems[J].JournalofConsumerResearch,1981,8:271-278[17]Martinex,Eva,Yol.TheAcceptanceandDiffusionofNewConsumerDurables:DifferenceBetweenFirstandLastAdopter[J].JournalofConsumerMarketing1998,15(4):323-342[18]Baumgarten,StevenA.TheInnovativeCommunicatorintheDiffusionProcess[J].JournalofMarketingResearch,1975,12(2):12-18[19]Venkatraman,MeeraP.TheImpactofInnovativenessandInnovationTypeonAdoption[J].JournalofRetailing,1991,67(1):51-67[20]Im,S.,Bayus,B.L.,andMason,C.H.AnempiricalStudyofInnateConsumerInnovativeness,PersonalCharacteristics,andNew-productAdoptionBehavior[J].JournaloftheAcademyofMarketingScience,2003,31:61-73[21]Im,S.,Bayus,Mason,C.H.andMarkB.Houston.DoesInnateConsumerInnovativenessRelatetoNewProducts/serviceAdop－tionBehavior?TheInterveningRoleofSocialLearningViaVicariousInnovativeness[J].JournaloftheAcademyofMarketingSci－ence,2007,35:63-75[22]Pickering,J.F.ABehavioralModeloftheDemandforConsumerDurables[J].JournalofEconomicPsychology,1981,1:59-77[23]DrNikiHynes,StanleyLo.InnovativenessandConsumerInvolvementintheChineseMarket[J].SingaporeManagementReview,2006,28(2):31-46[24]CitrinAV,DESprott,SNSilvermanandDEJrStem.AdoptionofInternetShop