本文關(guān)鍵詞：基于結(jié)構(gòu)方程模型的智能手機(jī)企業(yè)創(chuàng)新行為對(duì)消費(fèi)者購(gòu)買意愿影響研究　出處：《深圳大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 企業(yè)創(chuàng)新行為 感知價(jià)值 感知風(fēng)險(xiǎn) 購(gòu)買意愿 結(jié)構(gòu)方程模型

【摘要】：隨著知識(shí)經(jīng)濟(jì)時(shí)代的到來(lái),創(chuàng)新已經(jīng)成為全人類社會(huì)經(jīng)濟(jì)發(fā)展的動(dòng)力之源。企業(yè)作為創(chuàng)新的主體,其創(chuàng)新能力的強(qiáng)弱對(duì)整個(gè)社會(huì)、經(jīng)濟(jì)來(lái)說(shuō)具有重要的現(xiàn)實(shí)意義。我國(guó)智能手機(jī)行業(yè)已經(jīng)進(jìn)入了一個(gè)競(jìng)爭(zhēng)激烈的紅海階段,各類產(chǎn)品日趨同質(zhì)化,如何通過(guò)創(chuàng)新提升產(chǎn)品的市場(chǎng)占有率已經(jīng)成為了每個(gè)企業(yè)必須要思考的問(wèn)題。企業(yè)創(chuàng)新行為管理作為企業(yè)創(chuàng)新實(shí)踐管理的主要組成部分,其對(duì)消費(fèi)者行為具有重要的影響,而目前國(guó)內(nèi)學(xué)者對(duì)此研究的并不深入。因此,研究企業(yè)創(chuàng)新行為對(duì)消費(fèi)者行為的影響具有重要的現(xiàn)實(shí)意義。本文從消費(fèi)者感知角度出發(fā),構(gòu)建了智能手機(jī)企業(yè)創(chuàng)新行為對(duì)消費(fèi)者購(gòu)買意愿影響的模型,并選取了產(chǎn)品創(chuàng)新、促銷創(chuàng)新、服務(wù)創(chuàng)新、技術(shù)創(chuàng)新及文化創(chuàng)新五個(gè)維度來(lái)衡量企業(yè)創(chuàng)新行為。此后,通過(guò)問(wèn)卷調(diào)研方式對(duì)研究數(shù)據(jù)進(jìn)行收集,利用SPSS22.0和AMOS22.0統(tǒng)計(jì)軟件對(duì)樣本進(jìn)行分析,運(yùn)用結(jié)構(gòu)方程模型的方法對(duì)模型進(jìn)行驗(yàn)證和修改。研究結(jié)果表明:(1)企業(yè)創(chuàng)新行為中產(chǎn)品創(chuàng)新、服務(wù)創(chuàng)新及技術(shù)創(chuàng)新對(duì)消費(fèi)者感知價(jià)值存在顯著正向作用,而促銷創(chuàng)新和文化創(chuàng)新的影響效果不顯著;(2)產(chǎn)品創(chuàng)新和文化創(chuàng)新對(duì)消費(fèi)者感知風(fēng)險(xiǎn)存在顯著負(fù)向作用,促銷創(chuàng)新和技術(shù)創(chuàng)新對(duì)感知風(fēng)險(xiǎn)存在顯著正向作用,而服務(wù)創(chuàng)新對(duì)感知風(fēng)險(xiǎn)效用不顯著;(3)消費(fèi)者感知風(fēng)險(xiǎn)對(duì)感知價(jià)值和購(gòu)買意愿均存在顯著負(fù)向作用,感知價(jià)值對(duì)購(gòu)買意愿存在顯著正向作用;(4)產(chǎn)品創(chuàng)新、服務(wù)創(chuàng)新、技術(shù)創(chuàng)新和文化創(chuàng)新通過(guò)感知價(jià)值和感知風(fēng)險(xiǎn)的中介作用對(duì)購(gòu)買意愿影響的總效應(yīng)為正,促銷創(chuàng)新對(duì)購(gòu)買意愿影響的總效應(yīng)為負(fù)。根據(jù)研究結(jié)論,本研究提出了企業(yè)在進(jìn)行創(chuàng)新行為管理中的一些建議。本文的創(chuàng)新點(diǎn)在于:(1)不同于過(guò)去大多從企業(yè)角度研究創(chuàng)新行為,選擇從顧客感知角度出發(fā),豐富了研究視角;(2)本研究同時(shí)考慮了企業(yè)創(chuàng)新行為通過(guò)消費(fèi)者感知價(jià)值和感知風(fēng)險(xiǎn)兩條路徑對(duì)購(gòu)買意愿的影響,彌補(bǔ)了過(guò)去只從感知價(jià)值單一維度考慮的不足。
[Abstract]:With the arrival of the era of knowledge economy, innovation has become the driving force of the social and economic development of all mankind. As the main body of innovation, the innovation ability of the enterprise is strong and weak to the whole society. China's smartphone industry has entered a stage of intense competition in the Red Sea, and all kinds of products are becoming more and more homogeneous. How to improve the market share of products through innovation has become a problem that every enterprise must think about. Enterprise innovation behavior management as the main component of enterprise innovation practice management. It has an important impact on consumer behavior, but the current domestic scholars on this research is not in-depth. Therefore. It is of great practical significance to study the influence of enterprise innovation behavior on consumer behavior. From the perspective of consumer perception, this paper constructs a model of the impact of smart phone enterprise innovation behavior on consumers' willingness to buy. And selected product innovation, promotion innovation, service innovation, technology innovation and cultural innovation five dimensions to measure enterprise innovation behavior. The samples were analyzed by SPSS22.0 and AMOS22.0 software. The structural equation model is used to verify and modify the model. The results show that the product innovation, service innovation and technological innovation have significant positive effects on consumer perceived value in the innovation behavior of enterprises. However, the effect of promotion innovation and cultural innovation is not significant. 2) Product innovation and cultural innovation have significant negative effect on consumer perceived risk, promotion innovation and technological innovation have significant positive effect on perceived risk, while service innovation has no significant effect on perceived risk utility; 3) perceived risk has a significant negative effect on perceived value and purchase intention, and perceived value has a significant positive effect on purchase intention; 4) Product innovation, service innovation, technology innovation and cultural innovation have positive effects on purchase intention through the intermediary effect of perceived value and perceived risk. The total effect of promotion innovation on purchase intention is negative. This study puts forward some suggestions in the innovation behavior management of enterprises. The innovation point of this paper is that the innovation of this paper is different from the past research on innovation behavior from the perspective of enterprises, and choose to proceed from the perspective of customer perception. Enriches the research angle of view; This study also considers the influence of the two paths of consumer perceived value and perceived risk on the purchase intention of enterprise innovation behavior, which makes up for the lack of considering only the single dimension of perceived value in the past.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.63;F273.1

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