Research On The Influence Of Consumer Perceived Innovation On Purchase Intention And Brand Evangelism

Recent years have witnessed the considerable advancements of science and technology,and innovation has further become a driving force for the continuous development of national economy.Research studies on innovation,at the same time,has been one of the dominant trends in management research.Consumer Perceived Innovativeness research clarifies the behaviors of Product Innovativeness and Service Innovativeness from the consumer's perspective,and can well explain and predict the follow-up behaviors of consumer.Therefore,such research has received increasing attention from scholars and has become one of the important topics in the field of innovation research.The present study takes the smartphone industry as the research object,and synthesizes relevant literature to construct a model of the impact of Consumer Perceived Product Innovativeness and Consumer Perceived Service Innovativeness on consumers' purchase intention and brand communication behavior,and selects consumer satisfaction as a mediator.As is known to all,domestic smartphone industry is at the forefront of innovation in the consumer-oriented industry,and today's smartphone market is also in the stage of intense competition.In such an industry with severe homogenization and excess performance,how to improve market share through innovative behavior has become an urgent need for every manufacturer.This study uses Rogers' s theory of Perceived Product Innovativeness and defines it as the degree of difference between the product and the actual or ideal competing products from the subjective perception of the consumer.There are two dimensions: novelty of the product and practicality of the product perceived by the consumer.It includes not only the updates of existing products,but also the development of new product lines.The definition of Consumer Perceived Service Innovativeness is basically consistent with Consumer Perceived Product Innovativeness,but are often used to measure service industries.However,in the process of pre-sales consultation,sale and after-sales service of smartphones,the related service process is also involved.Therefore,this study synthesizes relevant literature to define Consumer Perceived Service Innovativeness as the consumer's perception of the degree of service innovativeness,from the spatial layout of the store,the introduction of sales personnel,marketing content and methods,after-sales service policy and other dimensions.In this study,data were collected by questionnaire surveys,and the samples were analyzed by SPSS and AMOS,and the structural equation model was used for verification and modification.The results show that:(1)consumer Perceived Product Innovativeness has a positive impact on purchase intention and brand communication;(2)Consumer Perceived Service Innovativeness has no significant direct impact on purchase intention and brand communication;(3)Consumer satisfaction plays a partial mediating role between Consumer Perceived Product Innovativeness and purchasing intention,and between Consumer Perceived Product Innovativeness and brand communication;(4)Consumer satisfaction plays a full mediating role between Consumer Perceived Service Innovativeness and purchasing intention,and between Consumer Perceived Service Innovativeness and brand communication.