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6195消费者创新抗拒是消费者基于在评价新产品之前所形成的抗拒创新的一般倾向，或是在对新产品做出评价之后所形成的负面态度，而产生的对创新的负面反应。消费者创新抗拒作为阻碍创新采纳的一个主要原因，成为营销学科近年来快速发展的研究领域。本文基于对相关文献的回顾，介绍了消费者创新抗拒的概念和类型，分主动创新抗拒和被动创新抗拒探讨了消费者创新抗拒的原因和后果，在此基础上论述了消费者创新抗拒的克服策略，并提出了未来研究方向。
消费者创新抗拒研究现状与展望
摘要
参考文献
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引用本文
朱振中, 张鑫, 焦一涵. 消费者创新抗拒研究现状与展望[J]. 外国经济与管理, 2017, 39(5): 19–32.
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