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The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone

Author

Listed:
  • Shwu-Ing Wu

    (Department of Business Administration, National Chin-Yi University of Technology, No. 57, Section 2, Zhongshan Road, Taiping, Taichung 41170, Taiwan, ROC)

  • Li-Pang Ho

    (Department of Business Administration, National Chin-Yi University of Technology, No. 57, Section 2, Zhongshan Road, Taiping, Taichung 41170, Taiwan, ROC)

Abstract

As the number of mobile phone users has increased steadily in recent years, mobile phone manufacturers continuously compete to be the first to introduce innovative products to the market in the hope of gaining a larger market share. Currently, the innovation product has become the target of competition in the mobile phone industry. Thus, this study uses 3G mobile phone as an example, through literature review and empirical research to examine whether perceived innovation and brand awareness have a significant impact on the perceived quality, perceived value, and purchase intention toward innovation products. An analysis of 595 effective questionnaires produced five main findings: (i) consumer-perceived innovation has significant and positive impact on the perceived quality and purchase intention; (ii) brand awareness has significant and positive impact on the consumer-perceived quality; (iii) perceived quality has significant and positive impact on perceived value; (iv) consumer-perceived value has significant and positive impact on purchase intention; however, (v) consumer-perceived quality has significant and negative impact on purchase intention. Moreover, this study evidences that consumer-perceived innovation has higher effect on purchase intention than brand awareness. These results can provide useful information to mobile phone industry to carry out innovation planning and marketing strategy.

Suggested Citation

  • Shwu-Ing Wu & Li-Pang Ho, 2014. "The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 11(04), pages 1-22.
    • Handle: RePEc:wsi:ijitmx:v:11:y:2014:i:04:n:s0219877014500266
    DOI: 10.1142/S0219877014500266
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    Citations

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    Cited by:

    1. Saurabh Panwar & P. K. Kapur & Ompal Singh, 2019. "Modeling Technological Substitution by Incorporating Dynamic Adoption Rate," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(01), pages 1-24, February.
    2. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    3. Lihong Chen & Kexin Qie & Hafeezullah Memon & Hanur Meku Yesuf, 2021. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    4. Jacobs, Nele & Swoboda, Bernhard, 2023. "The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness," International Business Review, Elsevier, vol. 32(5).
    5. Tatik Suryani & Abu Amar Fauzi & Margaret L. Sheng & Mochamad Nurhadi, 2024. "Developing and testing a measurement scale for SMEs’ website quality (SMEs-WebQ): Evidence from Indonesia," Electronic Commerce Research, Springer, vol. 24(3), pages 1763-1794, September.

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