| Trajectory-transferred technology innovation refers to the technology innovation simultaneously trajectory-transferring in technology and market,and is the strategic path to achieve competitive subversion and industrial restructuring and upgrading.Trajectory-transferred technology innovation has a very high market risk,so the quick and successful implementation of market initiation of trajectory-transferred technology innovation product is the last key to determine the success or failure of technological innovation transfer.The literature research shows that the mainstream marketing theory and market research methods cannot effectively guide the formulation of trajectory-transferred technology products market initiation strategy,even lead to a harmful effect,because of trajectory-transferred technology products belong to the "real" new products ",and lack market reference and other reasons.So,in view of the complex management situation in trajectory-transferred technology innovation products market initiation period,it has important theoretical and practical value to provide theoretical tools for the formulation of trajectory-transferred technology products market initiation strategy through the research on trajectory-transferred technology products early consumer purchase intention.According to the change direction of product utility,trajectory-transferred technology innovation can be divided into consumer-oriented trajectory-transferred technology products(TTTP)and social-oriented trajectory-transferred technolo gy products.The former refers to trajectory-transferred technology innovation product that aims at the goal of enhancing the customer utility,and the latter is a trajectory-transferred technology innovation product that aims at the goal of social utility except the customer utility.This research tries to identify the influencing and indirect influence factors as well as the mechanisms in the formation of customers' purchase intention of customer-oriented TTTP in early market,by referring to the attitude theory,group theory,cultural theory and other consumer behavior factors theory,and by using multiple empirical comparative research method and embedding the management situation of "customer oriented","market trajectory-transferred","early market","C hina culture" and so on,and then puts forward to the consumer purchase intention model that can provide a theoretical basis for the formulation of consumer-oriented TTTP market initiation strategy.This research mainly explores the following four aspects.1.Definition of related concepts and the literature review.First,the research defines the concepts: trajectory-transferred technology products,early market(market start-up period),Chinese culture situation,purchase intention and so on.Secondly,by searching the relevant domestic and foreign literature,it has been found that most of the previous studies have not paid much attention to the influence of the key scene factors such as the kind of product innovation and the stage of market development and so on,and resulting in the conclusion of the study in the end for what the management situation is not clear,and effective research methods to reveal the impact of these key factors should be empirical comparative study.Therefore,the research takes Theory of Reasoned Action,Theory of Planned Behavior and Li Dongjin's Chinese consumer purchase intention model based on Chinese cultural background as the clue,integrate to refer to the attitude theory,group theory,cultural theory and other consumer behavior factors theory,and use multiple empirical comparative research method to achieve research objectives.2.Constructing customers' purchase intention model of customer-oriented TTTP in early market.Under the management situation of customer orientation,trajectory-transferred market,early market,china culture and so on,the research considers five factors of attitude,culture,consumer groups,innovative and non volitional factors is the key factors affecting customers' purchase intention for customer-oriented TTTP in early market,and from theoretic proves new product perception,sentiment,subjective norm,perceived behavior control and face consciousness have directly effect on purchase intention,and Consumer innovativeness and product knowledge have indirect effect on purchase intention through new product perception,sentiment and perceived behavior control.New product perception measures the consumer's perceived value of the product,consumer innovativeness and product knowledge reflect the characteristics of early consumers,and face consciousness reflect the china culture situation.3.Testing the hypothesis and modifying the model.The research test the hypothesis by using regression analysis method.The result shows that new product perception and sentiment and perceived behavior control have obvious positive effect on purchase intention,but subjective norm and face consciousness have not obvious positive effect on purchase intention.However,consumer innovativeness and product knowledge have indirectly effect on the purchase intention through consumers' attitude(perception and sentiment component)towards the new product and perceived behavioral control.In view of the testing result,the research modify the model,i.e.new product perception and sentiment and perceived behavior control have direct effect on purchase intention,consumer innovativeness and product knowledge have indirectly effect on the purchase intention.4.Testing the model applicability.The research test he model applicability by using comparative analysis method.Through applying of the model built in this research to the situation of mass consumer for consumer-oriented TTTP in early market and the situation of untrajectory-transferred technology prod uct,the result is found that the model built in this research is only applicable to the early market stages of customer-oriented TTTP,i.e.it only applicable to the research and development stage of customer oriented TTTP,not applicable to the other sta ge of product,and not applicable to the research of purchase decision for untrajectory-transferred technology product,too.When using Theory of Reasoned Action,Theory of Planned Behavior and Li Dongjin's modified models to test the influence on customers' purchase intention of customer-oriented TTTP in early market by the correlative factors,the result is found that subjective norm has remarkable influence on the purchase intention,and group consensus has negative influence on the purchase intention which illustrates that these three model is not suitable for the research of customers' purchase intention of customer-oriented TTTP in early market.Moreover,the explanatory power of the model built in this research is obvious better than these three models.This further indicates that the model constructed in the research is a specificity model for the research of customers' purchase intention of customer-oriented TTTP in early market.intent on the purchase of consumer oriented products early transfer technology.The innovation of this study is mainly manifested in three aspects.1.The research broke through the existing research model that does not distinguish the types of product innovation,the market stage and the cultural background of the consumers,especially focus on the management situations of customer orientation and the market start-up period of customer-oriented TTTP,and constructs customers' purchase intention model of customer-oriented TTTP in early market.2.The model has obvious specificity.By comparing the model applicability of early consumer and mass consumer scenarios,TTTP and untrajectory-transferred technology product,it has been found that the model built in this research is only applicable to the early market stages of customer-oriented TTTP.At the same time,compared with the theory of rational behavior,the theory of planned behavior and Li Dongjin's Chinese consumer purchase intention model based on Chinese cultural background the explanatory power of this model is obviously improved.3.The research found that subjective norm(or group consensus)and face consciousness were not the main factors affecting customers' purchase intention of customer-oriented TTTP in early market,found consumer innovativeness and product knowledge have indirectly effect on the purchase intention through consumers' attitude(perception and sentiment component)towards the new product and perceived behavioral control.The result are different to the existing research conclusions,so as to provides an important and valuable information for the formulation of consumer-oriented TTTP market initiation strategy. |
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