The Research On The Influence Of Culture Values To Purchase Intention Of Innovative Products

During the development process of innovative products, the marketing of productis usually important to a company’s survival and development. In the changingeconomic environment, an important trend is that cultural values become more andmore important to consumer’s innovation adoption. In this background, this paper takemicrocomputer shower toilet as the research subject, and discuss cultural values thataffect consumer’s purchase intention of innovative products. The author hopes thisresearch can help firms in marketing affairs and innovative product research.This paper adopts analytical way combining theoretic analysis with demonstrativestudy. First of all, this paper aims to explain the theory and the investigation resultsabout the purchase intention, cultural values，innovation. It is based strongly on the lotsof literature and books aboard and domestic. Base on this, this paper selects the culturalvalues which may impact innovation adoption, thinking that these six dimensions have arelationship with consumer’s purchase intention of innovative products, completes theframework of this study and proposes hypotheses. Finally, it will prove the opinionsabove by the demonstration research which takes the questionnaires as the maindemonstration. And the paper can achieve the conclusion by the hypothesis validation ofthe software SPSS.After conducting a sampling survey, it is found that uncertainty avoidance,collectivism have negative effect on consumer’s purchase intention of innovativeproducts and materialism has positive effect on consumer’s purchase intention ofinnovative products. In addition, long-term orientation，face and high power distancehave no significant association with consumer’s purchase intention of innovativeproducts. At last, the research results are explained and some relevant suggestions areput forward. Meanwhile, the author has also put forward the study limitations and futureresearch direction.