Research On Customer Identification Mechanism For New Ventures Innovation Products Based On Legitimacy View

Under the background of economic transformation,entrepreneurial activities are established,and new ventures’ innovation behavior has become a research hotspot.Innovative products determine the survival and development of ventures,and become the focus of ventures.Mature industries have rich experience and stable path,new ventures are eager to gain competitive advantage through introducing new products or services first.However,it means legitimacy constraints.For example,when consumers see a unprecedentedly innovation products,that will break through the existing cognitive boundaries,and it is difficult for innovative products to gain the identification of stakeholders.Therefore,how to make innovative products gain customer identification,become a big problem for new ventures.Most of the existing researches on the success or failure of innovative products,are focus on the functional attribute of the innovative products or the market factors.Few studies have carried out a deeper analysis and induction of these factors.In fact,both functional attribute factors and market factors can be attributed to the legitimacy of innovative products.In the real life,innovative products,such as bicycle-sharing,UVA,PDD app,as a new thing,have always faced the problem of blurred legal boundaries,and this problem has greatly affected consumers identification.In addition,few studies have actually analyzed the factors that affect the identification of innovative products from the consumer perspective.In view of the above situation,this paper aims to explore the specific impact mechanism of the interaction between consumers regulatory focus and the legitimacy level of innovative products to consumers identity,so as to make up for the existing research and provide guidance for new ventures.First of all,we check the related literature on regulatory focus,legitimacy,perceived value and customer identification.Based on it,we propose the research model and related hypotheses.The variables of this study were measured by maturity scales of previous scholars.We designed an experiment to explore the interaction effect between the regulatory focus and the legitimacy level of innovative products has an impact on customer identification.The experimental data mainly used SPSS25.0 for statistical description analysis,reliability analysis,validity analysis,analysis of variance and regression analysis.The experimental results show that the interaction effect between the regulatory focus and the legitimacy level of innovative products has an impact on customer identification.The specific mechanism of action is that the perceived value plays a mediator role in this process.Combined with the experimental results,this study suggests that new ventures should focus on the legitimacy of innovative products.In addition,under different legitimacy conditions,new ventures should grasp the key points of product improvement and promotion strategies,to enhancing customer identification.