The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone
The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone
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DOI：
10.1142/s0219877014500266
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发表时间：
2014-07
影响因子：
1.8
通讯作者：
Shwu-Ing Wu;Li-Pang Ho
中科院分区：
文献类型：
--
作者：
Shwu-Ing Wu;Li-Pang Ho
随着近年来移动的电话用户数量的稳步增长，移动的电话制造商不断竞争，率先向市场推出创新产品，以期获得更大的市场份额。目前，创新产品已成为移动的手机行业竞争的目标。因此，本研究以3G移动的手机为例，通过文献回顾和实证研究，考察感知创新和品牌知名度是否对创新产品的感知质量、感知价值和购买意愿有显著影响。通过对595份有效问卷的分析，得出五个主要结论：（1）消费者感知创新对感知质量和购买意愿有显著的正向影响;（2）品牌知名度对消费者感知质量有显著的正向影响;（3）感知质量对感知价值有显著的正向影响;（4）消费者感知价值对购买意愿有显著的正向影响;（5）消费者感知质量对购买意愿有显著的负向影响。此外，本研究发现消费者知觉创新对购买意愿的影响高于品牌认知。研究结果可为移动的手机产业进行创新规划和营销策略提供参考。
As the number of mobile phone users has increased steadily in recent years, mobile phone manufacturers continuously compete to be the first to introduce innovative products to the market in the hope of gaining a larger market share. Currently, the innovation product has become the target of competition in the mobile phone industry. Thus, this study uses 3G mobile phone as an example, through literature review and empirical research to examine whether perceived innovation and brand awareness have a significant impact on the perceived quality, perceived value, and purchase intention toward innovation products. An analysis of 595 effective questionnaires produced five main findings: (i) consumer-perceived innovation has significant and positive impact on the perceived quality and purchase intention; (ii) brand awareness has significant and positive impact on the consumer-perceived quality; (iii) perceived quality has significant and positive impact on perceived value; (iv) consumer-perceived value has significant and positive impact on purchase intention; however, (v) consumer-perceived quality has significant and negative impact on purchase intention. Moreover, this study evidences that consumer-perceived innovation has higher effect on purchase intention than brand awareness. These results can provide useful information to mobile phone industry to carry out innovation planning and marketing strategy.