Consumer Innovation、Brand Attachment And New Product Adoption

Whether new products can quickly gain the recognition of target consumer groups and occupy the market after being put on the market is directly related to the innovation of consumers and their degree of attachment to the brand.However,many enterprises spend a lot of money on the research and development of new products,but they are still squeezed out of the market by fierce competition.The reason lies in the neglect of consumers’ unique demand for innovation and the emotional experience provided by the brand itself.Therefore,attaching importance to the influence of consumer innovation and brand attachment on the adoption of new products is of certain significance for enterprises to improve the market share of new products.Carding a large number of relevant literature,this paper draws lessons from the innovation diffusion theory,brand theory and attachment theory.From the consumer perspective,the consumer innovativeness will be as a two-dimensional structure of perceptive and cognitive innovativeness and the brand attachment will be as a three-dimensional structure of emotional connection,trust guarantee and brand-self correlation.Paper will put forward research model and hypothesis by using the literature review method,questionnaire survey method and empirical analysis.After the analysis of basic given data,test the consumer innovativeness,brand attachment and new product research hypothesis by descriptive analysis,the test of reliability and validity,the analysis of correlation and regressions.The empirical results show that consumer perceived innovation and consumer cognitive innovation have positive effects on new product adoption,and the explanatory power of consumer cognitive innovation on new product adoption is higher than that of consumer perceived innovation on new product adoption.Emotional connection,trust guarantee and brand-self-correlation have positive influences on new product adoption,and the influence of emotional connection on new product adoption is stronger than that of trust guarantee and brand-self correlation on new product adoption.Trust guarantee plays a significant regulating role in perceived innovation,and brand-self correlation plays a significant regulating role in perceived innovation.Emotional connection has no regulating effect on the relationship between consumer perception innovation,cognitive innovation and new product adoption.Trust guarantee has no regulating effect on therelationship between consumer perception innovation and new product adoption,and brand-self correlation has no regulating effect on the relationship between consumer perception innovation and new product adoption.Based on the empirical results,paper believes that enterprises should first subdivide perceived innovative consumers and cognitive innovative consumers,and adopt different marketing strategies according to their different needs to stimulate their adoption of new products.Secondly,enterprises must accurately target brands.Establish a good brand image to maintain emotional interaction with consumers,and give full play to the positive effects of emotional connection on new product adoption.Finally,companies can visualize the internal mechanism of products and let their products exhibit their innovative performance in extreme situations to build long-term trust relationships with consumers.