Research On The Impact Of Product Innovation Types On Consumers' Willingness To Share Content And Cooperative Innovation Willingness

The types of product innovation and consumers' emotional and behavioral responses are hot topics in recent years,which have attracted much attention from marketing scholars.However,there is still a lack of in-depth study on the psychological mechanism and applicable conditions of product innovation types(Radical innovation VS Incremental innovation)and consumers' positive emotions and behavioral responses.Studies have shown that novel and interesting content marketing themes can stimulate positive emotions and behavioral responses of consumers,such as product admiration,active sharing of product information,cooperative innovation with enterprises,etc.Especially in the era of social network,the positive emotions and behaviors of consumers for the promotion and dissemination of innovative products are getting more and more attention.Therefore,based on the theory of admiration from the perspective of positive psychology,this paper explores the impact mechanism of product innovation types(Radical innovation VS Incremental innovation)on consumers' content sharing willingness and cooperative innovation willingness,taking content sharing willingness and cooperative innovation willingness as outcome variables,consumer achievement motivation and perceived risk as moderator variables.In this paper,three experiments are designed by using experimental method.They are in different situations,facing different subjects,and using different data collection methods.The collected data were analyzed by SPSS and Excel using independent sample t test,Bootstrap analysis and variance analysis.The results show that:(1)Compared with incremental innovation,radical innovation makes consumers have higher willingness to share content and cooperative innovation.(2)Consumer admiration plays a partial mediating role in the impact of product innovation type(Radical innovation VS Incremental innovation)on consumers' willingness to share content;Consumer admiration plays a complete mediating role in the impact of product innovation type(Radical innovation VS Incremental innovation)on consumers' willingness to cooperate and innovate.(3)Consumer achievement motivation plays a positive moderating role in the process of product innovation type(Radical innovation VS Incremental innovation)to content sharing intention and cooperative innovation intention.(4)Consumer perceived risk plays a negative moderating role in the process of product innovation type(Radical innovation VS Incremental innovation)to content sharing and cooperative innovation intention.This paper not only enriches and expands the theoretical research on product innovation types and consumers' positive emotions and behaviors in the context of social networks,but also introduces consumer admiration in the perspective of positive psychology,reveals the intrinsic mechanism of product innovation types on consumers' willingness to share content and cooperate in innovation;at the same time,it also promotes and disseminates product innovation content for marketers.The rapid expansion of the popularity of innovative products provides corresponding marketing suggestions,which has a certain practical significance for strengthening the cooperation between consumers and enterprises and enhancing the stickiness between consumers and innovative products.