智能产品创造性对消费者感知吸引性与购买意图的影响研究

发布时间：2018-04-17 08:11

本文选题：产品创造性 + 原创性　；参考：《研究与发展管理》2017年05期

【摘要】：基于产品创造性系统观,区分产品创造性二维结构——原创性和有用性,分别研究两个维度对中国消费者购买意图的影响,以及这种影响在渐进型和全新型新产品上的差异;将消费者感知产品吸引性作为中介变量纳入模型,探究感知产品原创性和有用性影响购买意愿的作用机制.使用两阶段情境问卷调查分别收集渐进型和全新型新产品的被试数据,借助结构方程建模和多群组分析的方法进行假设检验.结果发现,新产品的原创性和有用性不仅直接影响中国消费者购买意愿,还通过提升产品吸引性感知间接影响购买意愿.多群组分析表明,原创性对购买意愿的影响在两类产品上存在显著差异,但是有用性的影响不存在显著差异.
[Abstract]:Based on the concept of creative product system, distinguish the product creative two-dimensional structure -- originality and usefulness were studied in two dimensions and purchase intentions of consumers China, and the difference of influences in progressive and new type of new products; consumer perception of product will attract as intermediary variables into the model, the mechanism to explore the impact of perceived product originality and usefulness of the purchase intention. Using the two stage situation questionnaire were collected and a new type of progressive new product test data, hypothesis test method using structural equation modeling analysis and multi group. Results show that the new product originality and useful not only directly influence the consumer purchase intention Chinese, also through ascension the products attract perception indirectly affect the purchase intention. Multi group analysis showed that the original influence on purchase intention in two categories of products. There are significant differences, but there is no significant difference in the impact of usefulness.

【作者单位】：安徽工业大学商学院;复旦大学管理学院;
【基金】：国家自然科学基金资助项目“考虑情感介入的消费者网购决策机制研究”(71371013) 安徽省学术和技术带头人后备人选科研活动经费资助项目“考虑情感介入的消费者网购决策机制研究”(2015H067) 安徽省高校人文社会科学研究重点项目“移动界面设计与认知方式对消费者情绪的交互影响研究”(SK2016A0151)
【分类号】：F273.1;F426.6;F713.55

【相似文献】