Research On The Influence Of Consumers' Perceived Innovation On Behavioral Intention

Under the background of mass tourism,boutique hotels have become a more and more popular way of tourism,and have a broad space for development in the era of tourists' pursuit of a higher level of tourism experience.In the fierce market competition,innovation is regarded as an effective way for hotels to gain competitive advantage.As a well-known tourist city,Hangzhou boarding industry is in the forefront of the country.Therefore,this study focuses on the perception and evaluation of service innovation by individual consumers and the impact of consumer perception of innovation on behavioral intention.The main contents are as follows:(1)By searching the literature related to perceived innovation and consumer sentiment,we understand that the impact of perceived innovation on consumer behavior intention has attracted much attention,so as to determine the consumer sentiment and consumer behavior intention as the theoretical basis of this study.(2)Taking perceived innovation,consumer sentiment and consumer behavioral intention as independent,mediating and dependent variables,a preliminary research model of perceived innovation-consumer sentiment-consumer behavioral intention is established.On the basis of literature research and expert consultation in field interviews,a questionnaire was constructed.This paper explores the relationship between perceived innovation,consumer sentiment and consumer behavior intention.(3)Conclusion: There is a positive correlation between perceived innovative scenario innovation,service content innovation and consumer sentiment;there is a positive correlation between consumer behavior intention and consumer sentiment;there is a positive correlation between perceived innovative scenario innovation,service content innovation and consumer behavior intention;and there is a positive correlation between perceived innovative scenario innovation,service content innovation and consumer behavior intention.Scene innovation,service contentinnovation and consumer behavior intention are positively correlated;perceived innovative scene innovation,service content innovation and premium payment intention of consumer behavior intention are positively correlated;consumer sentiment has a significant intermediary role between perceived innovation and consumer behavior intention.In view of the above conclusions,the paper provides countermeasures and suggestions for the development of hotel innovation.