Research On Chinese Consumers' Acceptance And Buy Behavior Of New Information Technology Products——Based On Lifestyle And Value Assessment

Different from traditional information products,new information technology products have typical attributes of consumer goods and are being widely used and purchased by individual consumers.The rise of China and the world's largest emerging market are attracting more and more global attention.More and more local enterprises and multinational corporations begin to pay attention to the characteristics,lifestyles,attitudes and consumption behavior of Chinese consumers.What are the differences and rules of Chinese consumers' use and purchase behavior in new information technology products?The original technology adoption model is difficult to explain and answer accurately.From the perspective of lifestyle,combined with the functional,symbolic and cost perception of new information technology products,this paper studies Chinese consumers' use intention and buy behavior of new information technology products.By evaluating the intermediary role of the functions,symbols and cost attributes of new information technology products,this study constructs a new information technology product adoption and buy behavior model for consumers.The main work of this paper is as follow:First,summarizes the literature in the fields of attributes of new information technology products and consumer behavior.According to the technology adoption model and behavioral theory,this paper classifies the research status of the use intention and buy behavior of new information technology products at home and abroad,and analyses how consumer lifestyle affects the use intention and buy behavior.Second,proposed on lifestyle,combined with the functional perception,symbolic perception and cost perception of new information technology products,this paper studies Chinese consumers' adoption and buy behavior of new information technology products.By evaluating the intermediary role of new information technology products' functions,symbols and cost attributes,a new information technology product bahaviral intention model for consumers is constructed.Third,selected three kind of new information technology products(intelligent phone)with different functions.Factor analysis of importance is carried out through questionnaire survey.Then the product effect of importance and perception is used to process data.Structural equation models of three intelligent phones are constructed to study how different lifestyles affect consumers'use intention through usefulness,ease of use,cost and symbols.The relationship between buying behavior.The structural equation analysis of 457 questionnaires(424 valid sample data)showed that:First,different lifestyles(perfection,moderation and fashion)directly and indirectly affect consumers' adoption of new technology products and buy behavior.Secondly,as intermediate variables,functional perception,symbolic perception and cost perception not only inherit the perceived importance of consumers in different lifestyles,but also permeate the perceived value of new information technology products.Third,different new information technology products,cost attributes and symbolic attributes will have different effects on consumers' purchase behavior.The contribution of this study is that different lifestyles explain consumers'use intention and buy behavior of new information technology products through their functions,symbols and cost attributes,and find out how different lifestyles make consumers' decisions differently through costs and symbols,thus providing a new marketing tool and theory for enterprises and marketers of new information technology products.It is conducive to the promotion and diffusion of new information technology products for consumers.