The Effect Of Information Descriptive Frame On The Purchase Intention Of New Product

With the continuous updating of knowledge and the wave of innovation,new products emerge in an endless stream,but consumers are more hesitant to accept new product.The New Product Adoption Model suggests that the purchase intention will be influenced by the cognitive product attributes,consumer characteristics and environmental variables.The studies about the purchase intention of new products are concerned about the consumer,such as consumer perception,personal characteristics and purchase habits can influence the purchase of new products.This study is based on The New Product Adoption Model,also considers the information description frame,which is intended to examine the matching effect between the new product information descriptive frame(low construal level/high construal level)and the temporal distance(now/future)on consumers' purchase intention.The study 1 was between-subjects designed using 2(new product information descriptive frame:low construal level/high construal level)× 2(temporal distance:now/future)to examine whether the information descriptive frame at different construal level of new product and the match with temporal distance can have an impact on the purchase intention of new products.A total of 153 subjects participated in the study 1.In study 2,we discussed the specific mechanism on the basis of study 1,following the methods of study 1,adding the two variables of perceived product innovativeness and consumer innovativeness.A total of 320 subjects were involved in the study 2,mainly to explore whether the two variables play a mediate and moderate role.The results are as follows:1.The matching effect between the information descriptive frame and the temporal distance can significantly improve the individual's desire to purchase new products.Using low construal level descriptive frame in the current purchase situation and high construal level descriptive frame in the future purchase situation,consumers' purchase intention of new product will be improved significantly.2.Perceived product innovativeness can significantly influence the individual's purchase intention of new product and it plays a mediate role in the matching effect between the information descriptive frame and the temporal distance on purchase intention of new product.3.Consumer innovativeness can significantly improve the individual's purchase intention of new product.It plays a moderate role in the matching effect between the information descriptive frame and the temporal distance on purchase intention of new product.For low consumer innovativeness,the matching effect has a greater impact.