基于结构方程模型的智能手机企业创新行为对消费者购买意愿影响研究

发布时间：2018-01-03 22:27

本文关键词：基于结构方程模型的智能手机企业创新行为对消费者购买意愿影响研究　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着知识经济时代的到来,创新已经成为全人类社会经济发展的动力之源。企业作为创新的主体,其创新能力的强弱对整个社会、经济来说具有重要的现实意义。我国智能手机行业已经进入了一个竞争激烈的红海阶段,各类产品日趋同质化,如何通过创新提升产品的市场占有率已经成为了每个企业必须要思考的问题。企业创新行为管理作为企业创新实践管理的主要组成部分,其对消费者行为具有重要的影响,而目前国内学者对此研究的并不深入。因此,研究企业创新行为对消费者行为的影响具有重要的现实意义。本文从消费者感知角度出发,构建了智能手机企业创新行为对消费者购买意愿影响的模型,并选取了产品创新、促销创新、服务创新、技术创新及文化创新五个维度来衡量企业创新行为。此后,通过问卷调研方式对研究数据进行收集,利用SPSS22.0和AMOS22.0统计软件对样本进行分析,运用结构方程模型的方法对模型进行验证和修改。研究结果表明:(1)企业创新行为中产品创新、服务创新及技术创新对消费者感知价值存在显著正向作用,而促销创新和文化创新的影响效果不显著;(2)产品创新和文化创新对消费者感知风险存在显著负向作用,促销创新和技术创新对感知风险存在显著正向作用,而服务创新对感知风险效用不显著;(3)消费者感知风险对感知价值和购买意愿均存在显著负向作用,感知价值对购买意愿存在显著正向作用;(4)产品创新、服务创新、技术创新和文化创新通过感知价值和感知风险的中介作用对购买意愿影响的总效应为正,促销创新对购买意愿影响的总效应为负。根据研究结论,本研究提出了企业在进行创新行为管理中的一些建议。本文的创新点在于:(1)不同于过去大多从企业角度研究创新行为,选择从顾客感知角度出发,丰富了研究视角;(2)本研究同时考虑了企业创新行为通过消费者感知价值和感知风险两条路径对购买意愿的影响,弥补了过去只从感知价值单一维度考虑的不足。
[Abstract]:With the arrival of the era of knowledge economy, innovation has become the driving force of the social and economic development of all mankind. As the main body of innovation, the innovation ability of the enterprise is strong and weak to the whole society. China's smartphone industry has entered a stage of intense competition in the Red Sea, and all kinds of products are becoming more and more homogeneous. How to improve the market share of products through innovation has become a problem that every enterprise must think about. Enterprise innovation behavior management as the main component of enterprise innovation practice management. It has an important impact on consumer behavior, but the current domestic scholars on this research is not in-depth. Therefore. It is of great practical significance to study the influence of enterprise innovation behavior on consumer behavior. From the perspective of consumer perception, this paper constructs a model of the impact of smart phone enterprise innovation behavior on consumers' willingness to buy. And selected product innovation, promotion innovation, service innovation, technology innovation and cultural innovation five dimensions to measure enterprise innovation behavior. The samples were analyzed by SPSS22.0 and AMOS22.0 software. The structural equation model is used to verify and modify the model. The results show that the product innovation, service innovation and technological innovation have significant positive effects on consumer perceived value in the innovation behavior of enterprises. However, the effect of promotion innovation and cultural innovation is not significant. 2) Product innovation and cultural innovation have significant negative effect on consumer perceived risk, promotion innovation and technological innovation have significant positive effect on perceived risk, while service innovation has no significant effect on perceived risk utility; 3) perceived risk has a significant negative effect on perceived value and purchase intention, and perceived value has a significant positive effect on purchase intention; 4) Product innovation, service innovation, technology innovation and cultural innovation have positive effects on purchase intention through the intermediary effect of perceived value and perceived risk. The total effect of promotion innovation on purchase intention is negative. This study puts forward some suggestions in the innovation behavior management of enterprises. The innovation point of this paper is that the innovation of this paper is different from the past research on innovation behavior from the perspective of enterprises, and choose to proceed from the perspective of customer perception. Enriches the research angle of view; This study also considers the influence of the two paths of consumer perceived value and perceived risk on the purchase intention of enterprise innovation behavior, which makes up for the lack of considering only the single dimension of perceived value in the past.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.63;F273.1

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