感知产品创新性对购买意愿的影响机制——来自智能手机行业的证据

The Mechanism of Perceived Product Innovation on Purchase Intention——Evidence from the Smartphone Industry

消费者感知产品创新性作为近年来营销学界研究创新的重要概念,对新产品开发绩效和企业创新绩效的解释力和预测力更强,越来越成为学界和业界关注的焦点。研究以我国智能手机行业为例,探讨了消费者感知产品创新性对购买意愿的影响机制,结果表明:感知产品创新性的三个维度感知创意新颖性、感知技术新颖性、感知相对优势均对品牌态度及购买意愿具有显著正向影响;品牌态度对购买意愿具有显著正向影响;品牌态度在感知创意新颖性、感知技术新颖性、感知相对优势与购买意愿之间起部分中介作用;消费者创新性在感知产品创新性与购买意愿之间具有正向调节作用,在感知产品创新性与品牌态度之间具有正向调节作用。研究成果对企业更好地关注消费者感知产品创新性,提升新产品开发绩效,加强品牌培育,提升消费者品牌态度,进而提升消费者购买意愿具有一定的借鉴和指导意义。

As an important concept of marketing research innovation in recent years,consumer perceived product innovation has stronger explanatory power and predictive power to new product development performance and enterprise innovation performance,which has become the focus of academia and industry.This paper takes China’s smartphone industry for example to explore the mechanism of consumers’perception of product innovation on purchase intention.The results show that:Three dimensions of perception of product innovation,namely,perception of creative novelty,perception of technological novelty and perception of comparative advantage,have significant positive effects on brand attitude and purchase intention;Brand attitude has significant positive effects on purchase intention:Brand attitude plays a part of mediating role in the perception of creative novelty,perceived technological novelty,perceived comparative advantage and purchase intention;Consumer innovation has a positive regulatory role in the perception of product innovation and purchase intention,and a positive regulatory role in the perception of product innovation and brand attitude.The research results can be used for reference and guidance for enterprises to pay more attention to consumers’perception of product innovation,improve the performance of new product development,strengthen brand cultivation,enhance consumers’brand attitude,and further enhance consumers’purchase intention.