| Technological innovation is a crucial part for enterprises to establish the core competitiveness of independent brands,which plays a vital role for brands' survival and development in the highly competitive market environment.Brand trust is the measure of brand recognition by consumers.Only by taking technological innovation as the supporting point of brands' development,can enterprises improve their brand trust and eventually own their brand equity.Enterprises can command the most advanced industrial technology through continuous technological innovation.What's more,in the face of serious product homogeneity,enterprises are able to gain more consumers as well as improve consumers' brand trust,which will bring lots of profit for the enterprises.The successful enterprises at home and abroad tend to own their core technologies and keep themselves innovative for brands' healthy development.This study aims to explore the interrelationship among technological innovation,perceived value,brand trust,and consumer risk preference within the mobile phone industry as well as to examine whether there is a regulatory role and intermediary role between consumer risk preference and perceived value between technological innovation and brand trust.We use SPSS software and AMOS software to perform descriptive statistical analysis,reliability and validity analysis,correlation analysis,mediation analysis,regulatory analysis,student's T test and other statistical methods through collecting 616 questionnaires,the main conclusions are as follow:(1)Technological innovation can enhance the brand trust of consumers.(2)Perceived value can play an intermediary role between technological innovation and brand trust.(3)There are significant differences between consumers' perceived technological innovation,brand value and brand trust between different brands,which means strong brands and weak brands.Finally,we will provide management suggestions for strong brands and weak brands in the mobile phone industry on the basis of the conclusions of this study,and put forward the limitations of this study and future research directions. |
