不连续技术创新产品的消费者知识与购买意愿——以市场化初期3G 手机为案例的实证研究

Consumer Knowledge and Purchase Intention of DTI Product——Taking 3G Mobile Phone for Example

不连续技术创新(DTI)产品能带来市场的不连续性巨变,具有显著高于连续技术创新产品的市场风险与管理挑战性,揭示影响消费者对DTI产品购买意愿的关键消费者知识要素有利于企业确立正确的营销战略与策略、使DTI产品成功替代并尽快成为市场的主导产品。本文以典型DTI产品——市场化初期3G手机为案例,就消费者DTI消费者知识要素对其购买意愿的影响进行了实证研究,结果显示,对消费者购买意愿影响程度最大的是消费者对DTI产品功能的认知,其次是对外部特征和品牌的认知,最后是对质量的认知,而DTI产品内部特征的认知对消费者的购买意愿存在负向作用。本文还针对DTI产品提出了营销基本策略。

Abstract The development of DTI causes the DTI products to emerge massively. In order to study the consumer product knowledge elements that affect purchase intention about DTI product, taking 3G mobile phone for example, the paper analyzes the relationship between the awareness of lower level variables of consumer product knowledge and consumers purchase intention .The research finds that, functional recognition pays the greatest influence on purchase intention, followed by brand awareness, awareness of external features, quality awareness and internal features awareness, and internal features recognition has negative effect on purchase intention. The others are removed which are not significant. Besides, this article puts forward corresponding marketing advices according to the results of this empirical research.