The Impact Of Perceived Product Innovation On Purchasing Intention Of Smart Products For The Aged

After the western developed countries generally entered the aging society,our society has also inevitably entered this stage.In the context of China’s large population base and complex population environment and structure,the social problem of aging has become more and more prominent.Fortunately,the emergence of intelligent products provides new ideas and possibilities for the solution of this problem.After the innovative design combining the physical,psychological and emotional characteristics of the elderly population,intelligent products suitable for the elderly are not accepted,adopted and purchased by the elderly consumers smoothly.From the perspective of elderly consumers,this paper analyzes the influencing factors and mechanism of the purchase intention of intelligent products for the elderly,hoping that intelligent products can truly meet the needs of the elderly and bring convenience to them.Through the review of relevant literature at home and abroad,the theory of consumer psychology and behavior is studied.In this paper,Theory of Planned Behavior(TPB)and Stimulus-Organism-Response model(SOR theory)are selected as the theoretical support.Through the summary of the influencing factors of purchase intention,it is found that innovation,which is the feature of intelligent products for the aged,is a factor worthy of attention but not enough.Further combining the consumption characteristics of the elderly group,it is found that the perception of the value of smart products has a profound impact on the purchase intention of the elderly group,and the effect of Reverse Intergenerational Influence in the Chinese context can not be ignored.Therefore,this paper takes the above factors as variables to build a regression model,to explore the impact of Perceived Product Innovation on the Purchase Intention of intelligent products for the aged,and to analyze the mechanism of Perceived Value.Moreover,the reverse intergenerational influence was added as a moderator to observe its role in this process.A total of 9 related hypotheses are proposed,and a chain mediation model based on perceived value is constructed.Questionnaire survey was adopted to collect data in this paper to verify the hypothesis.After the revision of pre-survey,questionnaires were issued on the spot and on the Internet.A total of 328 valid questionnaires were collected in the formal survey.The SPSS-PROCESS software tool was used to verify the validity of the data,followed by data processing and regression analysis.The results show that perceived product innovation has both a direct positive effect on purchase intention and an indirect effect through perceived value as a mediator.In the mediating influence path,perceived product innovation has a significant positive impact on perceived emotional value and perceived functional value.In addition,the effect of perceived product innovation on perceived functional value is also mediated by perceived emotional value.The three factors also have a significant positive impact on the purchase intention.They form three paths between the independent variable and the dependent variable.Through comparative analysis,it is found that the effect value of different paths is different.The effect value of perceived emotional value as a single mediator is the largest,which is significantly greater than the effect value of its chain mediating with perceived functional value.A moderated mediation test was conducted by adding the reverse intergenerational influence into the mediation model,and it was found that the moderating variable only moderated the direct action path from the independent variable to the dependent variable.Postmortem analysis also showed its regulatory effect at different levels.