Crossing the “Chasm”in the Process of Emerging Technology Product Commercialization——Based on the Perspective of Technology Adoption Life Cycle Theory
基于技术采用生命周期理论，分析了消费者在技术鸿沟两端的心理特征，构建了跨越鸿沟的理论模型，并通过实证验证了市场领导地位、整体产品及特定细分市场消费者购买行为对大众市场的影响，为企业成功商业化新兴技术提供建议。
According to the concept and characteristics of technologychasm,it compares and analyzes the psychological characteristics of consumers(visionaries and pragmatists) at two ends of the chasm,and puts out that successful achievement of commercialization of emerging technologies needs to focus on the factors which impact on pragmatists' purchase behaviors,namely,the same type consumer in specific market segments,the overall product,and the enterprise's market position.Then,it builds the theoretical model of crossing the chasmand uses empirical methods to verify underlying assumptions.The conclusions are: the enterprise's market leadership position and overall products can enhance purchase behaviors of specific market segments consumers;purchase behaviors of mass market consumers can be influenced significantly by purchase behaviors of specific market segments consumers.Based on the conclusions,it puts forward concrete suggestions for companies to cross the chasmsuccessfully in the process of emerging technology product commercialization.