Research On Influencing Factors Of Purchase Intention Of Smart Consumer Products

With the development of mobile Internet technology,especially the landing of 5g and other new technologies,as well as the upgrading of consumer demand,smart life scenarios involving smart home appliances,life entertainment and other aspects become more and more rich.Relying on its large screen advantage,intelligent TV has not quit people's life but become an important weight for many enterprises to compete for the living room economy and realize its intelligent ecosystem.However,at present,people are highly dependent on smart phones and tablet computers.Young viewers are gradually away from TV.In addition,the development of the industry is uneven.At present,consumers generally hold a wait-and-see attitude towards smart TV,and their purchase intention is not sufficient.Based on the above reasons,this article sorts out and summarizes domestic and foreign literature,and conducts empirical research based on the summary of relevant research on the factors affecting the purchase intention of smart TV products,combined with the specific status of industry development.This paper takes smart TV purchasers as the research object,constructs a conceptual model of the influence of product physical and smart characteristics,brand image,word-of-mouth,and promotional stimulus on smart TV purchase intentions.Based on this conceptual model,proposes relevant assumptions and designs questionnaires.264 valid questionnaires were collected,and the conceptual model and related hypotheses were verified with the help of SPSS 22.0 and AMOS 24.0 statistical software.The following research conclusions are drawn: First,the physical and intelligent characteristics of products that consumers pay attention to when purchasing smart TVs are divided into two dimensions: physical and intelligent characteristics: Second,the physical and intelligent characteristics of smart TVs,and brand image And word-of-mouth have a significant positive impact on consumers' attitudes toward smart TV products;third,consumers' product attitudes have a significant positive impact on purchase intentions;fourth,promotional incentives have significant positive effects on consumers' purchase intentions The positive impact.In a nutshell,promotional stimuli directly and positively affect purchase intention,while the influence of product physical and intelligent characteristics,brand image,and word of mouth on purchase intention is achieved through the mediating variable of product attitude.Based on the research results and the actual situation,this article gives relevant suggestions: Under the increasingly rational consumption concept,companies should design products with "user-oriented" thinking,and accurately target the target consumers.Expand to provide customized services.By creating a smart TV brand image,consumers 'product attitudes towards smart TVs will be strengthened,and purchase confidence will be enhanced.Pay attention to the influence of social media and upgrade word-of-mouth marketing strategies;related companies formulate precise marketing mix strategies according to different target markets and different levels of consumer groups to stimulate consumers' senses and directly increase purchase intention.These research suggestions can help related companies change product design ideas and marketing strategies to win market competition.