Research On The Impact Of Consumer Innovation On The Purchase Behavior Of New Mobile Phone Products

Every year about 40% of consumer goods and industrial innovation and 60% of high-tech products are failures(Tellis,2009).Can be seen,the enterprise blindly product innovation,and not suitable for the marketing strategy,so that consumers can not accurately and quickly understand the new product innovation,characteristics,etc.,which is leading to the failure of new product marketing business.Modern enterprise innovation that making product innovation strategy from the perspective of enterprise,is little attention to consumer awareness and cognitive ability of new product innovation,making the market demand is difficult to accurately grasp.Consumer acceptance of new products and the tendency of enterprise product innovation has been ignored the important influence.Therefore,it is of significance to pay attention to the influence of consumer innovation on the purchase behavior of the new product,which has a certain significance for improving the success rate of product innovation.Based on the existing academic research results,this paper divides consumer's innovation into consumer's perception and consumer's cognition.And the consumer's new product purchase decision-making process is introduced into the study,Through empirical analysis to verify the impact of consumer innovation on new product purchase behavior,To explore the mediating effects of consumer's new product attitude and new product purchase intention among the two,In order to provide a theoretical basis for enterprises to launch products,to develop marketing strategies.This paper constructs the theoretical model of this research,and then puts forward the research hypothesis,through the way of reviewing and summarizing the literature review and summary of the relevant theories of consumer innovation,consumer purchasing decision making.Using the questionnaire survey method to collect survey data,using SPSS21.0 software for data analysis,The empirical result shows that:1?Consumer perceived innovation and cognitive innovation are positively related to consumer attitudes;2?Consumer perceived innovation and cognitive innovation are positively related to consumer's purchase intention;3?Consumer perceived innovation and cognitive innovation are positively related to consumer new product purchase behavior;4?Consumer attitudes play an intermediary role between consumer innovation and consumer purchase intention;5?New product purchase intention plays an intermediary role in the relationship between consumer innovation and consumer's purchase behavior.Based on empirical results,put forward the marketing suggestions to the production of mobile phone and marketers,in the creative design and marketing of mobile phone,should pay attention to the importance of innovative consumer perception and cognitive innovativeness on new product marketing,innovation design and develop innovative consumer perception,stimulate the adaptation and cognition of innovative products and marketing strategies,to achieve the rapid promotion of new products.