The impact of perceived product innovation on impulse purchase

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Science Research Management ›› 2012, Vol. 33 ›› Issue (3) : 18-26,35.

Chang Yaping¹, Zhu Donghong¹, Li Ronghua²

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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.

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perceived product innovation / impulse purchase / emotion response

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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

References

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