The Impact Of Consumer Participation In Smart Phone Consumption On New Product Purchase Behavior

The success of the new product does not represent the success and profit of the new product.The determinant of the success of the new product is whether the market accepts the new product or whether the consumer will buy the new product.The strategy of innovation diffusion adopted by enterprises determines whether the commercialization of new products is successful or not.In recent years,with the advent of the service economy era,market-oriented and consumer oriented marketing concept has become the mainstream in our country.Consumers are playing a more and more important role in the success factors of new products,and the importance of consumer participation is gradually accepted by people.As a marketing means,it has been adopted by many industries.The relevant research results at home and abroad show that consumer participation helps to improve the level of consumer perception and satisfaction of the product,thereby increasing the loyalty of the consumer and laying a good foundation for the enterprise to gain a long-term competitive advantage.Consumers' participation behavior and consumer behavior are increasingly concerned by academia and enterprises.Through a large number of literature reviews,this paper finds that the existing theoretical research points out that there is an important link between consumer participation and new product purchase behavior,and calls for an empirical test.At the same time,there is less literature research on the relationship between consumer participation and new product purchase behavior,and is limited to theoretical discussion and lack of empirical research.The relevant research shows that,in the marketing practice,the enterprise needs clear and reliable theoretical guidance on how to improve the consumer participation and management of the innovation diffusion process and promote the consumer's new product purchase behavior.In view of the above problems,this paper takes Chinese smart phone consumers as the survey object,through the effective sample data collected online and offline,and uses SPSS20.0 to verify the conceptual model and research hypothesis,and draws the following conclusions:(1)consumer participation has a significant impact on the purchase behavior of new products;(2)consumer perceived price.Value plays a mediating role in the influence mechanism of consumer participation on consumers' new product purchase behavior.On the basis of reviewing domestic and foreign consumer participation and consumer new product purchase behavior,this paper constructs a structure equation model,which takes four dimensions of consumer participation as independent variable,taking consumer new product purchase behavior as dependent variable and consumer perceived value as the intermediary variable.The purpose of this study is to explore the mechanism of consumer participation in the study of consumer new product purchase behavior through empirical analysis,and to provide practical guidance for the promotion of innovative products in Chinese enterprises.