Study On Influencing Factors Of Purchase Intention For Technological Innovation Products

With the development of the economy,in order to win market share,enterprises began to pay attention to consumer demand.Technological innovation products continue to attract our attention.So companies hope that every innovation can cause sustained attention.This phenomenon has aroused the concern of scholars.They began to focus on the theory of technological innovation diffusion and technological innovation application.The product is the carrier of the diffusion and application,and the purchase intention affects whether the product is adopted by the consumer.But at present,there is little research on the purchase intention of technological innovation products,and less research can clearly put forward the perfect index system.Firstly,the paper analyzes the present situation of the research,reviews the theory of technological innovation and the theory of purchasing intention.Based on the characteristics of technological innovation products,we introduce a new purchase intention factors.Through interviews,we select and identify the evaluation indicators.The AHP method is used to determine the importance of each influencing factor,and we obtains the complete index system.Then we establish the evaluation model by set pair analysis.We designs the questionnaire with smart bracelet as an example,and then issue and recycle questionnaires.Finally,according to the results of the data analysis,we verify the rationality of the index system and the scientificalness of the evaluation model.The results show that internal attributes of product has the greatest impaction on the purchase intention,followed by external attributes of product,sales&service,promotion&publicity,perception level of innovation.Through case study.We get the conclusion that evaluation on Fitbit bracelet is higher,but the gap between the two is small.On the promotion & publicity.the evaluation of Mi Band is better.But on other factors,Fitbit bracelet are performance better.In the forecast of the market development,We analyze Mi Band has a backward trend in sales&service.The Fitbit bracelet has a backward trend in external attributes of product and promotion&publicity.Meanwhile,the rising trend of perception level of innovation is also lower than Mi Band.There are five factors in the index system.The perception level of innovation is the main contribution of this study,which enriches the research on the influencing factors of purchase intention.From the perspective of purchase intention,the paper provides a new perspective for the application of technological innovation.The set pair analysis is used to construct the evaluation model,which can solve the uncertain attitude of consumers.This can be more reasonable analysis of consumer’s purchasing intention,and the paper provides a way for companies to analyze such problems.In practice,this study has some reference value to the Enterprise strategic direction,and help developing marketing programs.The paper analyzes the purchase intention of the existing products,and predicts the market situation of the products in the future.It will help enterprises to grasp the advantages,improve the disadvantages and improve competitiveness.