The Impact Of Customer Perceived Value On Continuance Intention And The Moderating Effect Of Consumer Innovativeness

Innovative products,especially wearable device,are in a period of rapid development.At this stage,as with other innovative products,in the early stages of product entry into the market,there is a high user churn rate in the wearing device market.This paper studies the influencing factors of users' willingness to use and helps to understand the existence of the wearable device market Problem,at the same time,the study of consumer innovation for the user continuous use of the product process adjustment effect,help enterprises to segment users,grasp the key user groups,to retain the loss of user base.Domestic and foreign studies have found that consumer perceived value has a positive effect on the willingness to use behavior,and the individual characteristics of consumers have a regulatory effect in the process of consumer behavior.This paper combs a large number of documents on the willingness to use,perceived value,consumer innovation(including natural innovation and innovation in specific areas),and put forward the research model and hypothesis.According to the existing mature scale design questionnaire,Data,using SPSS and Lisrel for data analysis to explore the consumer's perceived value of innovative products,the perceived value of the impact of continuous use,as well as consumer innovation and specific areas of innovative regulatory role.Through the investigation of 188 wearable device users,we found that perceived value has a significant positive impact on consumer's continuance intention,and the Anterior variables of perceived value,perceived function,perceived symbolic,perceived enjoyment,has a positive and significant effect on perceived value.And the influence coefficient of perceived function is 0.38(3.38),which is larger than other two variables.It can be seen that the product value of consumer's main concerning at this stage is the function of product,the enterprise should pay more attention to the function of the product,on the basis of perfect function,build the symbolic and entertaining value of it.At the same time,consumers' innovative variables play a different moderate role in the relationship between perceived value and continuance intention.The influence of Consumer's innate innovativeness and consumer's Domain-specific innovativeness are negative and positive regulation respectively.