The Influential Mechanism of Perceived Product Innovativeness on Customer-Based Brand Equity

Product innovation is an important driving force of enterprise to obtain competitive advantage, but the success rate of new product is very low, how should enterprises innovation ability is easier to let consumers to accept has become important practical problems in front of every enterprise. Different from previous research, this paper explores the influence on consumers' purchase behavior from the consumer perspective. Based on the information economics theory and innovation diffusion theory, this paper explores the influential mechanism of Perceived Product Innovativeness (PPI) on new product purchase intention through an empirical study. The results show different dimensions of PPI have different impact on consumers, Perceived Newness (PN) has inverted U-shaped influence on product liking, which mediates PN and purchase intention; Perceived Meaningfulness (PM) has a positive influence on product liking, which play a partial intermediary role between PM purchase intention; consumer innovativeness proves to be a moderator variable between product liking and purchase intention. The findings can not only improve the related theory of PPI, but also help to promote new product diffusion for tech enterprises.