Research On Enterprise Innovation Behavior's Effect On Customer Perceived Value And Purchase Behavior

In the inform ation technology and globa lization, the intera ctive nature of competition among enterprises h as accelerated, the h iddeness has enhanced and the opposability has risen. Facing w ith su ch com plex an d changing com petitive environment, enterprises know innovation will undoubtedly become an inexhaustible motive force for them to get competitive, gro wth and expansion adv antage. Thus more and more enterprises begin to focus on innovation and realize the many benefits of innovation in im proving the brand im age, brand management, customer perceived value, and customer purchase behavior.However, the majority of existing researches on innovative behavior are based on the W estern culture. Moreover the researches on the special Chinese econom ic, political, cultural and social background a nd the unique characte ristics of Chinese market are very limited. Most existing researches are from the enterprises view on the innovation and they do not consider whethe r or not the innovation is perceived by their target customers. In other words, th ere are many deficiencies in th e researchers of corporate innovation beha vior based on consum er perceived value and purchase behavior perspective. Moreover, the rese arches on the interactive relationship and interactions between en terprises innovation behavior, brand im age, brand management ability, custom er perceived va lue and customer purchase behavior are very scarce. Most previous studies stop at descriping enterprises innovation behavior as observed variab les or a sim ple com parison stage of the concep tual analy sis. Although these studies could improve the theoretical fram ework for enterprises innovative behavior, th ere are still m any places need to perfect. Accordingly, th is thesis considered the unique m arket e nvironment in China, took the exam ple of cosmetics market in China and us ed an in tegrated research fra mework to do depth research on the affection of innovation behavior, brand image, brand management and customer perceived value on consum er pur chase behavio r. Specifically, the m ain contents of this paper are as follows:Chapter One proposed the research quest ions based on the theoretical and practical background of this thesis, descri bed the significance and research purposes, introduced the main contents and resear ch methods and summarized the innovations of this thes is. Chapter Two summ arized th e literature researches o f enterp rises innovative behavior, brand image, brand management, customer perceived value and customer purchase behavior. Chapter Three proposed theoretical model and research hypothesis and detailed the research design a nd methods of this thesis. Chapters Four and Five u sed canon ical co rrelation m odel and logistic regression m odel to do quantitative analysis on the interactive relationship between innovation behavior, brand im age, brand managem ent ability, custom er perceived value and custom er purchase behavior. Chapter S ix used stru ctural equation mode ling to valid ate th e assumptions of the whole m odel and com pared the differences of evaluation results between high-low innovation ability ,high-low risk appetite level and the overall model from the custom er perspective. Mo reover, the m anagement recommendations were m ade in term s of quantitative analy sis. Chapter S even took the nonlinear relationship between th e variables into acc ount, used RBF neural netw ork model to simulate the process how relevant variables affect customer purchase behavior, sorted the im portance of th e re levant v ariables and established th eory and practice groundwork for enterprises to improve their customer purchase behavior.