ANALISIS PENGARUH CONSUMER INNOVATIVENESS DAN MARKETING MAVEN TERHADAP OPINION LEADERSHIP

Willy Arafah
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Abstract

Consumers term divide in two sections, they are the consumer innovator and "the market maven". The former are eager buyers of new products ; the second are especially knowledgeable about shopping and buying. The present studyexamined the relationship between these two constructs as part of a nomological regression analysis. We used data from 150 consumer of buying new hand phone in Cempaka Mas Mall, Centre of Jakarta to test hypothesized relationship among scores on the market maven scale and a measure ofinnovativeness with opinion leadership. The analysis showed positive correlations among the measure, but there is clear evidence that the consumer innovator and market maven concepts are separate and distinct. The measure of consumer innovativeness predicted the behavioral criteria better than the market maven scale did. Both concepts may be important to manager development as they develop strategies fora new products.
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分析消费者的创新能力和营销专家的意见领导能力
消费者术语分为两部分,他们是消费者创新者和“市场专家”。前者是新产品的热切买家;第二种人对购物和购买尤其了解。本研究检验了这两个构念之间的关系,作为逻辑回归分析的一部分。我们使用在雅加达中心的Cempaka Mas购物中心购买新手机的150名消费者的数据来测试市场专家量表得分与意见领导的创新性测量之间的假设关系。分析表明,这些指标之间存在正相关关系,但有明确的证据表明,消费者创新者和市场专家概念是分开的、不同的。消费者创新能力比市场专家量表更能预测行为标准。这两个概念对于开发新产品的管理者来说都很重要。
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