| 创新驱动发展:感知产品创新对高新技术产品购买意图的影响研究 |
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| 引用本文： | 张维维,孙自愿,曹馨予,王莘茹.创新驱动发展:感知产品创新对高新技术产品购买意图的影响研究[J].科技管理研究,2020,40(7):10-17. |
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| 作者姓名： | 张维维 孙自愿 曹馨予 王莘茹 |
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| 作者单位： | 中国矿业大学管理学院,江苏徐州 221116;中国矿业大学管理学院,江苏徐州 221116;中国矿业大学管理学院,江苏徐州 221116;中国矿业大学管理学院,江苏徐州 221116 |
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| 基金项目： | 国家社科基金后期资助项目“内外部治理机制对企业创新的“激励”效应及其经济后果研究”（18FGL019） |
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| 摘 要： | 为探究市场中消费者对高新技术产品的购买意愿,基于计划行为理论,引入感知产品创新和消费者创新性。实证结果显示,感知产品创新通过态度、主观规范、知觉行为控制的中介作用对高新技术产品的购买意图有积极影响,且主观规范的中介作用最强;消费者创新性负向调节感知新颖性与态度间的关系,还负向调节感知风险性与态度间的关系。本文丰富了高新技术产品购买意图和感知产品创新的理论内容,为企业高新技术产品的营销实践提出建议,旨在真正实现创新驱动发展。
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| 关 键 词： | 购买意图 感知产品创新 计划行为理论 企业创新 |
| 收稿时间： | 2019/5/26 0:00:00 |
| 修稿时间： | 2019/7/16 0:00:00 |
Innovation Drives Development: The Impact of Perceived Product Innovation on the Purchase Intention of High-Tech Products |
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| Abstract: | The market is the touchstone for testing innovation. However, some enterprises mess up technological innovation in the name of pseudo-innovation. It makes high-tech achievements unable to achieve industrialization. The market is the touchstone for testing innovation. The enterprises need to understand consumers purchase intention of high-tech products. Only in this way can promote the marketization and commodification of high-tech achievements. In order to explore consumers" purchase intention of high-tech products, based on the initial framework of the theory of planned behavior (TPB), this paper introduces perceived product innovation and consumer innovation. Meanwhile, we subdivide perceived product innovation into four dimensions for measurement including perceived novelty, perceived meaning, perceived convenience, and perceived risk. It found that perceived product innovation has a positive impact on the purchase intention of high-tech products through the intermediary role of attitude, subjective norms and perceptual behavior control, and the mediating role of subjective norms is the strongest; Consumer innovation negatively moderates the relationship between perceived novelty and attitude, and consumer innovation negatively moderates the relationship between perceived risk and attitude. This paper enriches the theoretical content of the purchase intention of high-tech product and perceived product innovation. It also proposes for the marketing practice of high-tech products of enterprises aiming at realizing innovation-driven development. |
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| Keywords: | Purchase Intention Perceived Product Innovation Theory of Plan Behavior Enterprises Innovation |
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