感知产品创新对冲动购买的作用机制研究

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科研管理 ›› 2012, Vol. 33 ›› Issue (3) : 18-26,35.

论文

感知产品创新对冲动购买的作用机制研究

常亚平¹, 朱东红¹, 李荣华²

作者信息 +

The impact of perceived product innovation on impulse purchase

Chang Yaping¹, Zhu Donghong¹, Li Ronghua²

Author information +

文章历史 +

摘要

产品创新是否被消费者以冲动购买的方式接受是企业和学术界关心的重要议题。本研究以手机制造业为例,从技术创新的角度,采用多元统计的方法构建了消费者感知的产品创新与冲动购买意愿的关系模型,并引入了情感反应作为中介变量。研究结果表明:外观创新、操作创新与冲动购买意愿之间存在积极的正向关系;功能创新与冲动购买意愿之间存在负向关系;快乐情感在产品创新与冲动购买意愿之间起到显著中介作用,而唤起情感在二者关系中的中介效应不显著。

Abstract

It has received attention from both industry and academia whether or not innovative products will be purchased by customers with an impulsive way. A theoretical model designed to examine the impact of perceived product innovation on impulse purchase intention is developed from the angle of technology innovation, and emotion responses are taken as mediators. Multivariate statistical method is employed to test the hypotheses by using the evidence from mobile telephone industry. The results show that appearance and operation innovation have a positive effect on impulse purchase intention, however, function innovation has a negative effect on impulse purchase intention; pleasure emotion is a mediator between perceived product innovation and impulse purchase intention, nevertheless arousal emotion is not.

导出引用

常亚平, 朱东红, 李荣华. 感知产品创新对冲动购买的作用机制研究[J]. 科研管理. 2012, 33(3): 18-26,35

Chang Yaping, Zhu Donghong, Li Ronghua. The impact of perceived product innovation on impulse purchase[J]. Science Research Management. 2012, 33(3): 18-26,35

中图分类号： F273.2

参考文献

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