Research On The Influence Of Customer Perceived Value On The Purchase Intention Of Consumers Of Technological Innovation Products

With the rapid development of global economy,enterprises begin to focus on consumer demand in order to win the market.Especially nowadays,enterprises have been making all efforts to have their innovations draw continuous interest from the customers as innovative products become more eye-catching.As consumer adoption of innovative products is influenced by their purchase intention,it becomes important to study the factors that affect consumers' purchase intention.In this context,this study takes smart bands as an example to probe the influence of perceived value on the purchase intention of innovative products,hoping to help enterprises in marketing practice and product research and development.This paper mainly adopts the method of integrating theoretical analysis and empirical research.Firstly,on the basis of reading a large number of relevant literature and monographs,the related theories and research results of perceived value,purchase intention,word-of-mouth and innovative products are sorted out,thus laying a solid theoretical foundation.Perceived value is divided into three dimensions: functional value,experiential value and social value.Then,the relational model between perceived value and purchase intention is established,with word-of-mouth as the moderator variable,so as to complete the research framework of this study and propose the research hypothesis.Finally,smart band is taken as a sample for empirical study.The empirical study adopts questionnaire survey,and uses SPSS19.0 software to analyze the questionnaire data,verify the hypothesis,and draw the research conclusion.The research conclusions are as follows: First,functional value,experience value and social value,all have remarkable positive impact on consumers' willingness of purchasing innovative products.The greatest factor is experience value,followed by functional value.Second,word-of-mouth plays a moderating role between perceived value and purchase intention.Finally,this study explains the research results and offers relevant suggestions.At the same time,it also pointed out the limitations of this research and the directions of the follow-up research.