感知产品创新对品牌忠诚度的影响机制研究

The Influential Mechanism of Perceived Product Innovativeness on Brand Loyalty

创新高投入与高失败率使得企业越来越重视消费者对产品创新的感知。以手机产品为研究对象,结合信号理论,引入品牌感知质量作为中介变量,引入产品知识作为调节变量,构建感知产品创新对品牌忠诚度的影响模型。研究结果表明,感知产品创新的两个维度——感知核心系统创新和感知延伸系统创新,均对品牌忠诚度有直接的正向影响;品牌感知质量在感知核心系统创新与品牌忠诚度之间、感知延伸系统创新与品牌忠诚度之间起中介作用;产品知识正向调节感知核心系统创新与品牌感知质量的关系,负向调节感知延伸系统创新与品牌感知质量的关系。这些发现揭示了感知产品创新影响品牌忠诚度的具体机制,为企业减少产品创新失败、提升消费者的品牌忠诚度提供了有益参考。

High investment and high failure rate of innovation make enterprises pay more attention to consumers’ perception to product innovativeness. Taking mobile phone products as the research object and combining with signal theory, this paper constructs the influence model of perceived product innovativeness on brand loyalty by introducing brand’s perceived quality as mediator variable and product knowledge as moderator variable. The results show that both dimensions of perceived product innovativeness(perceived core system innovativeness and perceived extension system innovativeness)have direct positive influence on brand loyalty. Brand’s perceived quality mediates the relationship between perceived core system innovativeness and brand loyalty,and also the relationship between perceived extension system innovativeness and brand loyalty. Product knowledge positively moderates the relationship between perceived core system innovativeness and brand’s perceived quality, and negatively moderates the relationship between perceived extension system innovativeness and brand’s perceived quality. These findings reveal the influential mechanism of perceived product innovativeness on brand loyalty, providing a useful reference for enterprises to reduce product innovation failures and improve consumers’ brand loyalty.