摘要
为探究市场中消费者对高新技术产品的购买意愿,基于计划行为理论,引入感知产品创新和消费者创新性。实证结果显示,感知产品创新通过态度、主观规范、知觉行为控制的中介作用对高新技术产品的购买意图有积极影响,且主观规范的中介作用最强;消费者创新性负向调节感知新颖性与态度间的关系,还负向调节感知风险性与态度间的关系。本文丰富了高新技术产品购买意图和感知产品创新的理论内容,为企业高新技术产品的营销实践提出建议,旨在真正实现创新驱动发展。
To explore consumers’ purchase intention of high-tech products, based on the initial framework of the theory of planned behavior(TPB), this paper introduces perceived product innovation and consumer innovation. It found that perceived product innovation has a positive impact on the purchase intention of high-tech products through the intermediary role of attitude, subjective norms and perceptual behavior control, and the mediating role of subjective norms is the strongest;Consumer innovation negatively moderates the relationship between perceived novelty and attitude, and consumer innovation negatively moderates the relationship between perceived risk and attitude. This paper enriches the theoretical content of the purchase intention and perceived product innovation. It also proposes for the marketing practice of high-tech products aiming at realizing innovation-driven development.
作者
张维维
孙自愿
曹馨予
王莘茹
Zhang Weiwei;Sun Ziyuan;Cao Xinyu;Wang Ziru(School of Management,China University of Mining and Technology,Xuzhou 221116,China)
出处
《科技管理研究》
CSSCI
北大核心
2020年第7期10-17,共8页
Science and Technology Management Research
基金
2019年度江苏省政策引导类计划(软科学研究)项目“江苏高校技术转移营商环境评估及宏微观治理机制研究”(BR2019009)
2019年度徐州市政策引导类计划(软科学研究)项目“以市场为导向的科技成果转化治理问题研究”(KC19251)
2019年中国矿业大学研究生教育教学改革研究与实践项目“专业学位研究生‘产学研用’协同融合培养机制研究”(2019YJSJG006)。
关键词
购买意图
感知产品创新
计划行为理论
企业创新
purchase intention
perceived product innovation
theory of Plan Behavior
enterprise innovation
