老化品牌产品创新对消费者购买意愿的影响研究  

Research on the Influence of Aging Brand Product Innovation on Consumers' Purchase Intention

作　　者：朱东红[1] 常亚平[1] 

机构地区：[1]华中科技大学,武汉430074

出　　处：《软科学》2012年第1期142-144,共3页Soft Science

基　　金：国家自然科学基金资助项目(70872037;71072032)

摘　　要：以本土具有激活价值的老化品牌为研究对象,采用PLS统计分析方法,构建了老化品牌产品创新与消费者购买意愿的关系模型。数据分析结果显示:老化品牌产品的外观创新对购买意愿有显著的负向影响;功能创新和象征创新对购买意愿有显著的正向影响,并通过感知价值间接影响到购买意愿。研究结论表明老化品牌在进行产品创新时不要轻易改变能唤起消费者品牌情感的符号特征,可以通过适度提升产品的象征属性和提高产品的功能属性来激活老化品牌。Focused on local aging brand which possess significant rejuvenation values,this paper proposes a model to investigate the relationship between product innovation of aging brand and purchase intention of consumers with the method of PLS.The results show that: appearance innovation has a negative impact on purchase intention;function and symbol innovation has a positive impact on purchase intention though perceived value.The research reveals that aging brand innovation should focus on function and symbol instead of sign that can arouse customers' emotion.

关 键 词：老化 老品牌 产品创新 购买意愿 

分 类 号：F273.2[经济管理—企业管理]