Purchase Intention Of Crossover Product:A Perspective From Customer’s Emotion

With the rapid development of product market and the diversification of consumers’ demands,the contradiction between product homogeneity and consumers’demands is becoming increasingly prominent.In order to avoid the dilemma of price war,differentiated competitive strategy is needed.To increase the added value of products and meet various requirements of consumers in all aspects,crossover cooperation appeared logically as a new model of innovation.Prior research on crossover cooperation has mainly focused on case analysis in the product level.Nowadays,the establishment of competitive advantages of a product can not rely solely on functionality design of the product.Rather,based on the functionality,designers should also consider the consumers’emotional demand and integrate the emotion to the product design to satisfy the consumers’ growing spiritual needs.Based on the theory of emotional design of Norman,this paper focuses on the influencing mechanism of emotional factors on the purchase intention of crossover products.First,this paper reviewed the related literature of crossover cooperation,consumers’ demand and purchase intention,and introduced the definition of crossover products.Second,the influencing factors and the classical models of purchase intention were reviewed.Based on the theory of emotional design of Norman,this paper proposed three emotional factors in terms of perceived aesthetic,social interaction,brand loyalty,and a moderating variable,personal innovativeness,to explore their impacts on purchase intentions.Thirdly,this paper adapted previously validated measurement items to design the final questionnaire to collect data.Finally,the structural equation modeling software SmartPLS3.0 was used to test the model hypotheses.The results show that:(1)perceived aesthetics,social interaction and brand loyalty all have significantly positive impacts on purchase intention;(2)perceived usefulness(PU)and perceived ease of use(PEOU)both significantly impact the purchase intention of crossover products.Meanwhile,perceived usefulness and perceived ease of use both have partial mediating effects on the relationship between emotional factors and purchase intention of crossover products;(3)personal innovativeness has a negative moderating effect on the relationship between PEOU and purchase intention of crossover products.The major theoretical implication of this paper is that it explores the factors influencing individual’s purchase intention of a new technical product from the emotional perspective,which might bring new theoretical insights to empirical research on individual’s adoption behavior.The results of this thesis also have practical implications for crossover product designers...