Research On The Impact Of Consumer Innovation On New Products Purchase Intention

China has put forward the slogan of mass innovation and entrepreneurship,which highlights that innovation plays an important role in the process of social development.Innovation cannot be regarded as simply technological innovation.It should be seen that innovation is multifaceted,including institutional innovation and management innovation.After more than 40 years of reform and opening up,we can see that China's innovation potential is huge.At the same time,modern enterprises are also paying more and more attention to innovation,but a large number of innovations of enterprises have failed,because the innovation of enterprises has not fully met the needs of consumers and marketing strategies that are compatible with new products.Therefore,consumers cannot timely and accurately understand the innovative characteristics of new products,which has hindered the promotion of new products.Only when companies begin to pay attention to consumers 'perception and cognition of new products,and accurately grasp the needs of consumers,and understand consumers' propensity to new products,will the company's innovation success rate increase.Therefore,focusing on consumer innovation can help companies improve the success rate of product innovation.According to the existing research results,consumer innovation,customer perceived value,consumer knowledge and willingness to purchase new products are introduced into this article.According to the review of the literature,we define consumer innovation,customer perceived value,consumer knowledge,and willingness to purchase new products.In particular,consumer innovation is defined as actual innovation,and the willingness to purchase new products is defined as the likelihood that consumers will purchase new products.Through empirical testing,we explore the impact mechanism of consumer innovation on the willingness to buy new products,and study the intermediary and moderating effects.The purpose of the research is to provide some help for companies to launch new products and formulate appropriate marketing strategies.This article combs and summarizes the literature on consumer innovation concepts and the theories related to new product purchase intentions,etc.,constructs the theoretical model of this article,and proposes research hypotheses based on this.On this basis,the questionnaire survey is used to collect relevant data,and spss22.0 is used for data analysis.The empirical results show that: 1.Consumer innovation is positively correlated with new product purchase intention;2.Consumer innovation is positively correlated with customer perceived value;3.Customer perceived value is positively correlated with new product purchase intention;4.Customer perceived value is at Consumer innovation plays anintermediary role with new product purchase intentions.5.Consumer knowledge mediates between customer perceived value and new product purchase intentions.The results of empirical testing provide useful suggestions for the innovation of new product manufacturers,which are divided into innovation and marketing.In terms of innovation,change the appearance or materials of new products and add new technologies to stimulate consumer innovation.In marketing,setting scenes in advertisements to increase the emotional resonance with consumers and highlight the relative advantages of new products.