A Study On The Impact Of Smartphone Enterprises Innovation Behavior On Consumer's Purchase Intention Based On Structural Equation Model

With the advent of the era of knowledge economy,innovation has become the driving force of economic development.Enterprise innovation ability has a great practical significance to the whole society and economy.The Chinese smart phone market now is in a stage of fierce competition that all kinds of products increasingly homogeneous.How to enhance the market share of products through innovation has become a problem must for every business to think about.Enterprise innovation behavior management as a major part of enterprise practice management has an important impact on consumer behavior,and the current domestic scholars on this study is not in-depth.Therefore,it is of great practical significance to study the impact of enterprise innovation on consumer behavior.On the basis of drawing on and analyzing the previous research results,this paper constructs the model of the impact of the enterprise innovation behavior on the purchasing intention of the consumer from the perspective of consumer perception,and uses product innovation,promotion innovation,service innovation,technological innovation and culture innovation to measure enterprise innovation.The sample data which were collected by questionnaire survey were analyzed by SPSS22.0 and AMOS22.0,and the model was validated and modified by the structural equation model.The results show that:(1)product innovation,service innovation and technological innovation have significant positive effect on consumer perceived value,and the effect of promotion innovation and culture innovation is not significant on perceived value;(2)product innovation and culture innovation have a significant negative effect on consumer perceived risk,promotion innovation and technological innovation have a significant positive effect on perceived risk,and the effect of service innovation is not significant on perceived risk;(3)consumer perceived risk has a significant negative effect both on perceived value and purchase intention,and the perceived value has a significant positive effect on purchase intention;(4)product innovation,service innovation,technological innovation and culture innovation have a positive effect on purchase intention through perceived value and perceived risk,promotion innovation has a negative effect on purchase intention.According to the research results,some suggestions are put forward in the management of innovation behavior.The innovation of this paper is as follows:(1)choosing the perspective of customer perception that different from the past enterprise perspective to study the innovation,which enriches the research perspective;(2)this study takes into account the impact of perceived value and perceived risk on customer purchase intention,which makes up for the shortcomings that only consider the impact from perceived value.