Research On The Impact Of Perceived Product Innovation On Consumer Purchase Intention

Innovation is the first driving force for development.Enterprise innovation has also been a hot topic at home and abroad.However,the success rate of enterprises in product innovation is currently not high.Some scholars have pointed out that the success of product innovation is not only the technological innovation,but also the Should focus on consumer innovation from a product perspective.With the diversification of new products on the market,the problem of product homogeneity is also becoming more and more serious.Consumers will associate the corresponding brand trust when choosing products,and today,with the diversified development of consumers,consumers' innovative Consumer purchase decisions have an important impact,and in the online era,information transparency has increased,and consumers have more channels to learn about products and corporate information.Based on the above background,the research content and problems of this paper were determined,and the research framework of this paper was designed.This paper has great theoretical significance for the analysis of the influence path of perceived product innovation on purchase intention.At present,there are still a lot of gaps in domestic research on the influence of perceived product innovation on consumer purchase intention,especially the influence path.Based on the literature,using consumer attitude theory and planned behavior theory as guidance,brand trust as an intermediary variable,Internet word of mouth as a moderating variable,and new mobile phone products launched by Huawei as the research object,an empirical analysis of perceived product innovation and purchase intention Impact path.Not only further clarify the effect of perceived product innovation,but also put forward new ideas for product innovation,brand management and word of mouth management.Based on previous studies,this paper designed a questionnaire.Based on the small-scale survey,the measurement items were appropriately modified to form the final questionnaire.319 valid questionnaires were collected online,and then the data collected from the questionnaires were sorted out.The SPSS software was used to process the reliability and validity analysis,correlation coefficient scores and regression analysis to process the conclusions.The research model in this article belongs to a moderating mediating effect model.Therefore,in order to test the moderating effect,refer to the sequential regression method proposed by schoars to verify the hypothesis of this article,and draw corresponding conclusions and marketing inspirations to improve the enterprise.Product innovation success rate and corporate competitiveness.Finally,the following research conclusions are drawn:(1)The effect of perceived product innovation on purchase intention is positive,and perceived product innovation will positively affect brand trust,brand reliability and brand goodness.(2)Brand trust acts as an intermediary between perceived product innovation and purchase willingness.That is,the higher the degree of perceived product innovation,the greater the brand trust,and then the consumer's willingness to purchase new products.Enterprises can increase brand reliability and Goodness and increase the willingness to buy new products;(3)Online word of mouth plays a moderating role between brand trust and willingness to buy,that is,online word of mouth will regulate the process of perceived product innovation's impact on consumers' willingness to buy.Post a word-of-mouth review,when buying a product,it will refer to other people's word-of-mouth to understand the product more fully and make more satisfactory decisions,so companies should control the direction of word-of-mouth spread.The innovations studied in this paper:(1)Discuss the influence path of perceived product innovation on consumers' purchase intention.Most previous studies have focused more on the direct impact of perceived product innovation on purchase intention.This study has further explored the influence of intermediary and moderating variables in the process of perceived product innovation on purchase intention,and further combed the the relationship between the two.(2)Reveal the effect of perceived product innovation on purchase intention from the perspective of brand trust.Perceived product innovation will influence purchase intention through brand trust.At the same time,it was found that in the process of brand trust affecting purchase intention,Internet word of mouth played a regulatory effect.This study further enriches the research theories of perceived product innovation,and also helps companies to carry out effective brand management.