分类号：学 校 代码：10069
密级： 研究生学号：120190411
感知产品创新对中青年群体购买意愿的影响—
基于品牌态度和在线人际互动的分析
The Influence of Perceived Product Innovation on Purchasing
Intention of Young and Middle-aged Groups :Analysis Based on
Brand Attitudes and Online Human Interaction
研 究 生 姓 名：王蕊
专 业 名 称：企业管理
指导教师姓名：寇小萱 教授
论文提交日期：2022 年 5 月
学位授予单位：天津商业大学 独创性声明及使用授权声明
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日 期：2022 年5 月26 日摘 要
自大众创新、万众创业理念提出以来，国内迅速掀起了创新热潮，现已成为推动
企业快速发展的巨大驱动力。企业新产品的成功与否除受产品自身所具备的创新性影
响外，更受消费者对企业所提供的产品创新感知力度的影响，创新同时也是支撑企业
品牌持久发展的重要因素，会对企业核心竞争力的提高产生重要影响。消费者会对企
业所展现的品牌形象产生个人态度，并据此进行产品的选择。网络对消费者日常生活
的快速渗透，使得在线人际互动成为人们日常沟通交流的主要形式，同时也使得信息
变得更加透明。消费者在进行购买决策时，面对多样且具有同质化倾向的产品，消费
者自身对企业品牌的态度在一定程度上能够对其购买意愿产生较为重要的影响。基于
以上环境，本文从消费者角度，探讨了感知产品创新对产生购买意愿的影响作用。
为研究感知产品创新对消费者产生购买意愿的作用过程，本文根据前人对感知产
品创新和购买意愿的相关科研成果，确定了理论支撑、模型和假设，选取计划行为理
论和创新扩散理论为本文理论支撑，将感知产品创新划分为感知产品创新新颖性和感
知产品创新意义两个维度，结合手机产品的消费特征，发现了品牌态度影响消费者对
此类产品的购买意愿，在线人际互动在其中产生一定的作用。据此，构建了感知产品
创新对购买意愿的理论模型，在模型中引入品牌态度以探测其中介作用，并且加入在
线人际互动作为调节变量以分析其产生的影响。实证分析过程中主要利用感知产品创
新、品牌态度、在线人际互动和购买意愿四个变量的量表进行问卷数据的收集。问卷
调查回收合理问卷280 份，使用 SPSS 软件对问卷所形成的数据开展实证研究，包括
信效度分析、中介效应和调节效应分析、相关分析和回归分析，得出研究结论，并由
此提出营销启示。
研究结果显示：（1）感知产品创新会正面提高消费者的购买意愿，感知产品新
颖性和感知产品意义都会正向影响购买意愿。因此，企业应加强创新产品的宣传策划，
增强消费者对创新产品的感知力度，从而推动消费者产生购买意愿，确保创新产品的
市场接受度。（2）感知产品创新会极大推动品牌态度的形成，同时感知产品创新也
会根据品牌态度对购买意愿产生正面影响，即消费者感知产品的创新程度越高，其品
牌态度越积极主动，购买意愿越明显。（3）在线人际互动会调节消费者感知产品创
新和品牌态度的关系。
关键词：感知产品创新；品牌态度；在线人际互动；购买意愿
I Abstract
Since the concept of mass innovation and entrepreneurship was put forward, China has
seen a rapid upsurge in innovation, which has become a huge driving force for the rapid
development of enterprises. The success of new products is not only affected by the
innovation of the products themselves, but also by consumers; perception of the product
innovation provided by the enterprise. Innovation is also an important factor supporting the
sustainable development of the enterprise brand, which will have an important impact on
the improvement of the core competitiveness of the enterprise. Consumers will have a
personal attitude towards the brand image presented by the enterprise, and make product
choices accordingly. The rapid penetration of the Internet into consumers; daily life makes
online interpersonal interaction the main form of daily communication and information
become more transparent. When consumers make purchase decisions, they are faced with
diverse and homogenized products, and their own attitudes towards corporate brands to a
certain extent can have a significant impact on their purchase intentions. Based on the
above environment, this article from the consumer point of view, discusses the perception
on purchase intention of the impact of product innovation.
In order to study the effect process of perceived product innovation on consumers;
purchase intention, theoretical support, model and hypothesis are determined based on
previous research results on perceived product innovation and purchase intention. Planned
behavior theory and innovation diffusion theory are selected as theoretical support.
Perceived product innovation is divided into two dimensions: perceived product innovation
novelty and perceived product innovation significance. Combined with the consumption
characteristics of mobile phone products, it is found that brand attitude affects consumers;
purchase intention of such products, and online interpersonal interaction plays a certain role.
Accordingly, build the perception of product innovation on purchase intention of the theory
model, the model of brand attitude is introduced to detect the intermediary role, and join
online interpersonal interaction as a moderator variable to analyze its impact. During the
empirical analysis, the questionnaire data were collected by using the scale of perceived
product innovation, brand attitude, online interpersonal interaction and purchase intention.
280 reasonable questionnaires were collected in the questionnaire survey. SPSS software
was used to conduct empirical research on the data formed by the questionnaire, including
reliability and validity analysis, mediating effect and moderating effect analysis, correlation
analysis and regression analysis, and the research conclusions were drawn, and the
marketing enlightenment was put forward.
II The results show that :(1) perceived product innovation positively improves
consumers; purchase intention, and perceived product novelty and perceived product
meaning positively affect consumers; purchase intention. Therefore, enterprises should
strengthen the publicity and planning of innovative products to enhance consumers;
perception of innovative products, so as to promote consumers; purchase intention and
ensure the market acceptance of innovative products. (2) Perceived product innovation will
greatly promote the formation of brand attitude, and perceived product innovation will also
have a positive impact on the purchase intention according to the brand attitude, that is, the
higher the degree of perceived product innovation, the more active the brand attitude, the
more obvious the purchase intention. (3) Online interpersonal interaction moderates the
relationship between consumers; perception of product innovation and brand attitude.
Key words: Perceptual product innovation， Brand attitude， Online human interaction，
Purchase intention
III