مقاله انگلیسی رایگان در مورد آنالیز معادلات ساختاری نوآوری محصول بر وفاداری به برند – اسپرینگر 2017

Recently, Chinese people have been keen to make “overseas purchases,” with their purchasing patterns. On the one hand, this trend reflects the fact that Chinese enterprises cannot meet the needs of consumers; on the other hand, it also high lights the shortcomings of Chinese enterprises in the realm of brand building. Therefore, the academic community has taken a great interest in how to help enterprises improve their ability to develop new products, enhance brand competitiveness, and gain a competitive advantage. More literature studies how to improve the brand competitiveness of enterprises through scientific and technological innovation from the perspective of enterprise. Technological innovation is one of the most important factors to enhance brand value. Wang quantifies the influence of technological innovation on enterprise brand value by factor analysis and linear regression analysis, showing that there is a significant positive correlation between technological innovation and brand value [1]. Tang makes a comparative study of the technology innovation drive and brand relationship influence, concluding that the driving force of technological innovation is obviously higher than that of consumer brand relationship [2]. New product development is one of the most important issues in business research and Product innovation is an important driving force enabling enterprises to gain a competitive advantage [3]. However, more than one of every three new product will fail in the market introduction period [4]. Prior innovation studies focus on the perspective of enterprise and how product innovation can influence marketing performance [5], but consumer awareness and judgment of product innovation are seldom considered. Some scholars have studied product innovation from the consumer perspective, and promoted the concept of perceived product innovativeness. Rogers first proposed the concept of perceived product innovation, and defined as a product which differs from other similar products in terms of novelty and practical purpose to a subjective degree based on the judgment of consumers. Although most scholars treat perceived product innovativeness as a multidimensional variable, Rogers divides it into two dimensions: perceived newness and perceived meaningfulness. The existing research mainly focuses on the impact of perceived product innovativeness on the attitude and purchasing behaviour of consumers. Perception of product innovativeness will indirectly affect consumer purchase intention toward new products through its influence upon product likeability [6].