技术创新产品购买意愿分析及预测——以智能手环为例

Analysis and Prediction on the Purchase Intention of Technological Innovation Products

技术创新已经成为国内外企业竞争的焦点。本文从消费者角度分析技术创新产品购买意愿的影响因素,构建出指标体系,以此来分析企业在产品竞争上的优劣势;利用集对分析方法,分析产品的购买意愿和演化趋势,以智能手环为例验证评价模型。研究结果表明,海外手环整体评价优于国产手环,尤其在体现技术创新的产品内部属性和创新感知方面有优势,但消费者对国产手环的产品外部属性和促销宣传方面评价更高。

Technological innovation has become the focus of domestic and foreign enterprises competition. From the perspective of the consumers, this paper puts forward the influence factors about the purchase intention of technological innovation products, and builds index system. According to this, the paper analyzes the advantages and disadvantages of enterprises on the product competition. In order to analyze and predict the purchase intention of products, this paper introduces the method of set pair analysis, and takes smart bracelet as an example to verify the evaluation model. The results show an overall rating of overseas than domestic bracelet, especially has an advantage in internal attribute and perceived innovation, which reflects the products＇ technology innovation, but domestic bracelet has higher evaluation in external attributes and promotion. The results demonstrate the effectiveness of the measurement method.