A Research Of The Influence Mechanism About Self-presentation Of Social Networking Sites On The Purchase Intention Of New Products

With the continuous development of science and technology,people are no longer monopolizing the purchase of goods,and choosing channels are enriched.In order to attract the attention of consumers and meet the expanding needs of consumers,enterprises continue to introduce new ones.It can be said that product innovation is an indispensable weapon to have a foothold.But not all new products are widely admitted by people,and new products that fail to innovate and end up hastily are everywhere.The reasons for the failure of product innovation include many aspects,such as technical innovations that are difficult to be accepted by the public,and innovative methods that do not conform to social norms.The fundamental reason is that there are differences between consumers.It will lead to the failure of enterprise innovation.Therefore,it is important to screen and judge target consumers for firms before investing in new product research and development.Then which types of consumers are more inclined to buy new products? What are the common characteristics of this type of consumer group? These are the contents that need to be discussed and the focus in the field of new products for firms.Due to the context of SNS,this article discusses the influence of social networking sites' selfpresentation on consumers' new product purchase intentions.Firstly,this study integrates the literature related to social networking sites' self-presentation,uniqueness needs,new product purchase intentions,and product appearance novelty,clearly defines the concept of the four variables,and clarifies the existing research results and research gaps of the variables;Next,clarify and deduce the relationship,and further put forward the hypothesis of this article;again,look for the existing measurement items and maturity scales for each variable,based on the context of this research involving the questionnaire of this research,the questionnaire was appeared to form a formal questionnaire;finally,perform data processing and statistical analysis on the recovered data to research the relationship between different variables and verify whether the hypothesis of this study was valid.This article uses SPSS22.0 and AMOS24.0 to analyze the data obtained,verify the path relationship among the variables,and further discuss the results.Conclusions as below:(1)The self-presentation of SNS has a positive impact on the purchase intention of new products.Among them,both true self-presentation and active self-presentation have a positive influence on the purchase of new products;(2)The need for uniqueness plays an intermediary role in the influence of the self-presentation of social networking sites on the willingness to purchase new products,and the self-presentation of social networking sites will increase The individual's uniqueness needs will further increase the individual's willingness to purchase new products;(3)Product appearance novelty has a moderating impact.The higher the novelty of the product appearance,the higher the demand for uniqueness.The positive effect of consumers' willingness to purchase new products is stronger.This article pays attention to the phenomenon that the use of social networking sites deeply affects people's psychology,behavior,and life.Therefore,we start from the situation of social networking sites and introduce uniqueness requirements as an intermediary variable,and product appearance novelty as a moderating variable.Features and product types analyze in depth that affect people's willingness to purchase new products.The study results of this article can give some improvement strategies for enterprise new product marketing.First of all,from consumers' point of view,before investing in new product research and development,companies should fully understand the features and needs of the product's consumers,"prescribe the right medicine" according to consumer needs,and help companies seek precision through quantitative forms such as consumer portraits.Secondly,from the point of product design,the design of product surface makes it possible to moderately increase its novelty,which can stimulate consumers to promote the perceived value of new goods and effectively promote people's desire to buy;finally,from the enterprise In terms of marketing strategies,individuals who self-disclose on social networking sites have a higher preference for new products.Companies can appropriately place new product advertisements on social platforms and conduct precision marketing to stimulate consumer purchases and help companies effectively capture the market.To achieve sustainable development.