创新驱动发展：感知产品创新对高新技术产品购买意图的影响研究*

Innovation Drives Development: The Impact of Perceived Product Innovation on the Purchase Intention of High-Tech Products

摘要:

市场是检验创新的试金石。但是,某些企业打着科技创新的旗号,行欺骗之实的伪创新,使得高新技术成果无法实现产业化。企业只有了解消费者对高新技术产品的态度及购买意愿,才能更好地推进高新技术成果的市场化和商品化,才能真正实现创新驱动发展。本文为探究消费者对高新技术产品的购买意愿,基于计划行为理论(TPB)的框架体系,引入感知产品创新和消费者创新性,并将感知产品创新细分为感知新颖性、感知有意义、感知便利性和感知风险性四个维度进行测量。实证结果显示,感知产品创新通过行为态度、主观规范、知觉行为控制的中介作用对高新技术产品的购买意图有积极影响,且主观规范的中介作用最强；消费者创新性负向调节感知新颖性与行为态度间的关系,同时还负向调节感知风险性与行为态度间的关系。本文丰富了高新技术产品购买意图和感知产品创新的理论内容,为企业高新技术产品的营销实践提出建议,旨在真正实现创新驱动发展。

Abstract:

The market is the touchstone for testing innovation. However, some enterprises mess up technological innovation in the name of pseudo-innovation. It makes high-tech achievements unable to achieve industrialization. The market is the touchstone for testing innovation. The enterprises need to understand consumers purchase intention of high-tech products. Only in this way can promote the marketization and commodification of high-tech achievements. In order to explore consumers" purchase intention of high-tech products, based on the initial framework of the theory of planned behavior (TPB), this paper introduces perceived product innovation and consumer innovation. Meanwhile, we subdivide perceived product innovation into four dimensions for measurement including perceived novelty, perceived meaning, perceived convenience, and perceived risk. It found that perceived product innovation has a positive impact on the purchase intention of high-tech products through the intermediary role of attitude, subjective norms and perceptual behavior control, and the mediating role of subjective norms is the strongest; Consumer innovation negatively moderates the relationship between perceived novelty and attitude, and consumer innovation negatively moderates the relationship between perceived risk and attitude. This paper enriches the theoretical content of the purchase intention of high-tech product and perceived product innovation. It also proposes for the marketing practice of high-tech products of enterprises aiming at realizing innovation-driven development.