The Study On The Influence Mechanism Of Mobile Phone's Design Driven Innovation On Purchase Intention

Over the past five years,rapid technological innovation has led to the explosive growth of smart phones,from the chip,panel to the battery and then to the camera lens,all of these technological innovation promoted the continued prosperity of the smart phone market.However,after 2015,there has never been a real sense of technological change.Technological innovation is not easy to achive,especially for Chinese enterprises,especially for small and medium enterprises in China.The design-driven innovation is another type of innovation beside the technological innovation and market innovation,which provides another way for the development of Chinese enterprises.The design-driven innovation mainly emphasizes the innovation of product cultural design.Rather than relying on the development and the promotion of scientific and technological innovation,it focuses on the social and cultural development.Design innovation which is applied to the product can make the product accurately hit the psychological needs of consumers and meet the consumer's spiritual experience.And thus it not only solve the problem of technical innovation,but also meet the higher level demand of consumers under the product homogenization.As a new research concept,design innovation has gotten more and more attention,but most scholar of the existing research devote themselves to explore how to improve the design innovation ability,However,the ultimate goal of the product design is to get the customer's acception and get the profit.Therefore,it is of great significance to study how the product design innovation stimulates the purchase intention of consumers.Thus,this paper,which stands in customer's point of view and bases on the ELM theory,constructs following models: product design-customer perceived value-purchase intention,and then makes a empirical study based on 277 mobile phone users' data.The results show that:(1)Functional design and semantic design have positive effects on purchase intention.(2)Functional design ability act as a positive role on the price value and functional value.Semantic design ability has a positive effect on price,social and emotional value.(3)Functional value and price value act as a partial intermediary role between function design ability and purchase intention,which is the central path for the consumers to make decisions.Price value,social value,emotionalvalue act as a partial intermediary role between semantic design ability and purchase intention,this is the edge of the consumer decision-making path.which is the marginal path of consumer decision making.