Study On The Influence Of Consumer Perception On Purchase Intention Of New Products

With the increasing market competition, the products of the market are updated faster than before. In order to adapt the changing requirements of markets, the enterprises should keep providing new products for further development. Besides bringing the enterprise amount of economic awards, a successful decision of new production could also enhance the position in the market and maintain the core competition force of the enterprise.In1980, the Journal of Research and Management has reported that nearly30%-40%of the profits in most enterprises come from their new developed products. With the development of science technology and fierce competition of the markets, the intervals between old and new products become much shorter. The key to keep the enterprise successful and developing is to achieve high successful ratio of new products. Thus, it is important to research on the influencing factors of consumer’s purchase intention in the market diffusion of new products.In this thesis, we give the complete analysis on the influencing factors of consumer’s purchase intention in the market diffusion of new products. We firstly review the related work on new product diffusion, perceived risk theory and technology acceptance theory. We conclude with the influencing factors of consumer’s purchase intention. Secondly, we construct the model of the influencing factors of consumer’s purchase intention in the market diffusion of new products and present the corresponding hypothesis. Thirdly, we verify our proposed model and hypothesis using SPSS18.0software tool through analysis on the data collected by our designed questionnaires. At last, based on our research, we present our sale suggestions on the developments and diffusions of new products.