新产品沟通中的情境框架构建与消费者支持：制度理论视角

产品创新被视为企业获得竞争优势的重要手段。制度理论的研究表明，创新虽然带来了新价值，但也意味着对传统价值和认知习惯的背离，会给消费者理解新产品的价值造成阻碍，因此企业需要利用各种情境要素去影响消费者的意义解读活动，帮助新产品获得合理性，进而赢得消费者的支持。然而，现有的新产品沟通研究主要关注了产品的属性和功能信息，并未对使用情境信息给予足够的重视。鉴于此，本研究将借鉴制度理论的相关研究，从消费者视角出发，探讨情境框架构建对新产品合理性感知和消费者支持的影响。具体而言，本研究将对企业可以采用的情境框架构建策略以及影响情境框架沟通效果的因素进行分析；并进一步探讨不同创新水平下，企业该如何对产品的属性信息和情境信息进行设置。预期研究结果可以帮助企业设计更为合理的沟通策略以提升新产品成功的几率。

Product innovation plays an important role in achieving competitive advantage. The literature of institutional theory demonstrates that innovation, though bringing value for potential customers, also leads to deviance from the taken-for-granted social meaning system which would raise the probability of new product failure. Hence, the firm has to frame varieties of situational elements to influence the sensemaking process for customers, and gain legitimacy and consumers' support for the new product. However, the extant literatures on new product communication have paid more attention to the atrribute and function information of the new product, and the effect of usage situation information on new product evaluation have rarely been discussed. On account of this, based on the research of institution, this research tries to explore the effect of framing of situation for product usage on the perceived legitimacy and consumers’ support of new product. Specifically, this research tries to ascertain the construction strategies for the situational framing and explore the potention moderator on their communication effects. After that, this research will make a further exploration about how to arrange product information of attribute and situation under different level of innovativeness. The anticipated results of this research would help firms design a proper communication strategy to raise the probability of success for new products.