The Influential Mechanism Of Perceived Product Innovativeness On Brand Loyalty

With the shortening of product life cycle,the speed of product innovation and the degree of homogenization are getting higher and higher.Under the circumstance that consumers are faced with more choices,enterprises must increase investment in R&D and product innovation if they want to enhance consumers’ loyalty to the brand.Although many enterprises invest a lot of money in product innovation every year,a large number of new products have failed during the market promotion period,bringing consumers poor user experience and prompting consumers to switch to other brands.This is mainly due to there is a significant difference of the understanding of innovation between enterprise managers and consumers.Perceived Product Innovativeness refers to consumers’ subjective perception of product innovation.It is an important concept proposed by marketing scholars in recent years to study innovation from the perspective of consumers.This paper summarizes the shortcomings of the existing research by sorting and reading the relevant literature on the effect of perceived product innovation on brand loyalty,and determines the research direction of this paper.Taking mobile phone products as the research object,combined with signal theory and elaboration likelihood model,this paper constructs the influence model of perceived product innovativeness on brand loyalty by introducing brand’s perceived quality as mediator variable and brand familiarity as moderator variable.This paper conducts research by both online electronic questionnaires and offline paper questionnaires.In this paper,SPSS 21.0 software is used for questionnaire reliability analysis and exploratory factor analysis,and AMOS 23.0 software is used for confirmatory factor analysis and structural equation model analysis.The results show that both two dimensions of perceived product innovativeness(perceived product function innovativeness and perceived product appearance innovativeness)have direct positive influence on brand loyalty.Brand’s perceived quality mediates the relationship between perceived product function innovativeness and brand loyalty,and mediates the relationship between perceived product appearance innovativeness and brand loyalty.Brand familiarity positively moderates the relationship between perceived product function innovativeness and brand’s perceived quality,but has no influence on the relationship between perceived product appearance innovativeness and brand’s perceived quality.These findings reveal the influential mechanism of perceived product innovativeness on brand loyalty,providing a useful reference for enterprises to reduce product innovation failures and improve consumers’ brand loyalty.