Leading Enterprise Technology Market Strategies Perceived Impact Of The Value Of Consumer Products

Increasingly rapid pace of technological innovation, reduced period of technology and product life cycles, companies must give much concern about how to quickly launch their own new technology, occupying a much broader market and maintaining sustainable competitive advantages,which determines survival and development of enterprise。Based on technology adoption model theory, network externality theory and customer delivered value theory; the paper studies the influence mechanism of technology advancement market strategy on consumers' perception of product value.The paper based on the existing theories of technology advancement market strategy, constructs three facts for market strategy choices, which is new technology or product preannouncement, technology compatibility and technology upgradability. This paper proposes the model of technology advancement market strategy to consumers'perception of product value effect. Consumer's benefits and costs are used as the mediator variable. And the Network effects is the moderate variable, which moderates the relationship between three facts for market strategy choices and consumers'perception of product value. In the empirical analysis, it firstly tests the scale's reliability and validity by Cronbach's Alpha modulus, CITC, Exploratory Factor Analysis and Confirmatory Factor Analysis. Then it uses the structural equation model to test the validity of the studying model. The empirical conclusions suggest that:(1) new technology or product preannouncement, technology compatibility and technology upgradability have positive impact on consumers'product value perception and the consumers'value of benefits, and has negative impact on the paying cost of consumers. New product preannouncement of the impact on consumer perceived value is the largest and the effect of technology compatibility is the second. Technological upgrading of the impact of consumer perceived value is smaller than the other two.(2) The mediating effects that the consumers'value of benefits and the paying cost of consumers mediates relationship between enterprise's technology advancement market strategy and value perception of the consumers are significant. The mediating effect of the consumers' value of benefits is slightly stronger than the paying cost of consumers.(3) The moderating effects that network effects moderates relationship between technology advancement market strategy and value perception of the consumers are significant. But network effect does not significantly moderate the relationship between technology upgrades and consumer perception of product value.Finally, based on the empirical analysis, we put forward some proposals and suggestions for how to promote own technology development and continuous innovation to improve the value of product.