IDEAS home Printed from https://ideas.repec.org/a/wsi/ijitmx/v11y2014i04ns0219877014500266.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S0219877014500266
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S0219877014500266?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijitmx:v:11:y:2014:i:04:n:s0219877014500266. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijitm/ijitm.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.