Influence Of Perceived Value On Emerging Electronic Product Consumers' Purchase Intention

In recent years,the growth of traditional electronic products represented by mobile phones and computers has been sluggish.The prosperity of network channels and the tendency to "please yourself" have driven the outbreak of emerging electronic products.Emerging electronic products are expected to become the toughness of China's electronic information industry and promote electronic products.Consumption upgrade and a powerful grasp of the development potential of the domestic consumer market.However,in fact,the market for emerging electronic products has been mediocre,with market sales far below expectations.The potential demand for emerging electronic products has not been converted into real demand through the market.Compared with traditional electronic products,the factors that affect consumers' buying intentions of emerging electronic products are more complex and deeper,and these products rely on online sales.The mistrust brought by channels and the value of consumers' purchasing intentions are not clear.The main reason why the market penetration rate of electronic products failed to meet expectations.Based on Maslow's hierarchy of needs theory and consumer value theory,this paper uses structural equation models and takes e-book readers as examples to explore the main factors that influence the purchasing intention of China's emerging electronic products consumers from the perspective of perceived value,and proposes to improve this category.The countermeasures of consumers' purchase intention of product network channels.By reviewing the domestic and foreign research status of online consumers' purchase intention,relationship between perceived value and purchase intention,online consumer trust and emerging electronic products,the consumer perceived value of emerging electronic products is divided into four dimensions,namely perception Functional value,perceived emotional value,perceived display value and perceived social value.Taking perceived value as the independent variable and online trust as the intermediary variable,a theoretical model of consumers' willingness to purchase new electronic products in my country is constructed,and theinfluence degree of relevant factors is analyzed empirically.206 valid questionnaires were obtained through online questionnaire survey.Descriptive statistical analysis,reliability and validity test and structural equation model fitting were carried out on the questionnaire through SPSS and AMOS software.The results show that for emerging electronic products,consumers' perceived value and online trust are the main factors that influence consumers' purchase intention.The influence of perceived value on purchase intention is mediated by online trust.Among them,the standardized path coefficient of the perceived value of emerging electronic products to network trust is the largest,0.722;the total impact of the perceived value of emerging electronic products on consumers' purchase intention is 0.525;the standardized path coefficient of emerging electronic product's network trust directly affects the purchase intention is 0.427.In order to promote the purchase intention of emerging electronic products consumers,this article specifically puts forward two suggestions for the research results: First,starting from the four dimensions of emerging electronic product perceived value,take corresponding measures to systematically achieve the improvement of consumer perceived value.Second,comprehensively improve consumer online trust from three aspects: government,online shopping platform,and merchants.