感知产品创新对新产品购买意愿的影响机制——一项纵贯研究  

The Influential Mechanism of Perceived Product Innovativeness on New Product Purchase Intention:a Longitudinal Study

作　　者：陈姝[1] 刘伟[2] 王正斌[2] 

机构地区：[1]西安外国语大学商学院,陕西西安710128 [2]西北大学经济管理学院,陕西西安710127

出　　处：《大连理工大学学报（社会科学版）》2016年第3期77-83,共7页Journal of Dalian University of Technology(Social Sciences)

基　　金：教育部人文社科基金项目:"品牌崇拜的内涵;形成机制与对主观幸福感的作用研究"(14YJC630086);陕西省高等教育教学改革研究项目:"互联网+时代背景下市场营销专业课程体系改革"(15BY69);西安外国语大学校级重点项目:"基于知识整合的陕西中小型制造企业核心竞争力研究"(10XWB12)

摘　　要：消费者是决定产品创新成败的重要力量。文章从消费者视角探讨产品创新的影响作用,构建了感知产品创新对新产品购买意愿的影响机制模型,并通过为期15周的跟踪式问卷调查验证了所构建模型的合理性。结果发现:感知产品创新的不同维度会对消费者产生不同的影响,其中感知新颖性与产品喜爱度之间存在倒U型关系,感知创新意义则会正向影响产品喜爱度,产品喜爱度是感知产品创新与购买意愿之间的中介变量,且消费者创新性在产品喜爱度与购买意愿之间起正向调节作用。Consumers are an important factor to determine the success or failure of the product innovation.From the perspective of consumers,this paper explores the influential mechanism of perceived product innovativeness on new product purchase intention.The rationality of the all models has been proved by tracking a 15-week survey.The results show that the different dimensions of perceived product innovativeness have different impact on consumers.Perceived newness has inverted U-shaped influence on product liking,perceived meaningfulness has a positive influence on product liking;product liking is a mediator variable between perceived product innovativeness and purchase intention;consumer innovativeness proves to be a moderator variable between product liking and purchase intention.

关 键 词：感知产品创新 产品喜爱度 购买意愿 消费者创新性 

分 类 号：F713.55[经济管理—市场营销]