以消费者为创新判断主体,以手机行业为例,实证研究了感知创新性对消费者购买行为的影响。通过回顾国内外相关理论和文献,将感知创新性分为六个构念(相对优势、相容性、复杂性、可观察性、感知风险和感知性价比),分别研究它们与消费者的品牌态度和购买行为的关系。利用问卷调研数据,通过信度和效度分析、因子分析、相关分析和回归分析来验证研究假设。所得结论如下:消费者感知产品的相对优势、相容性、复杂性、可观察性、感知性价比与品牌态度和购买行为正相关;感知风险与品牌态度、购买行为负相关;品牌态度在相对优势、可观察性与购买行为之间的中介作用不成立。最后,根据具体的影响作用,对企业提高创新绩效提出了若干建议。 Taking consumers as the main body of innovation judgment and taking mobile phone industry as an example, this paper empirically studies the impact of perceived innovation on consumer purchasing behavior. By reviewing relevant theories and literature both at home and abroad, we divide perceptive innovation into six concepts (relative superiority, compatibility, complexity, observability, perceived risk and perceived cost performance) and study their brand attitudes toward consumers And the purchase of the relationship. Use survey data to validate research hypotheses through reliability and validity analysis, factor analysis, correlation analysis and regression analysis. The conclusions are as follows: Consumer perceived product’s relative superiority, compatibility, complexity, observability, perceived cost performance are positively correlated with brand attitude and purchase behavior; perceived risk is negatively correlated with brand attitude and purchase behavior; brand attitude is relative advantage , The intermediary role between observability and purchasing behavior does not hold. Finally, according to the specific impact of the role of enterprises to improve innovation performance made a number of recommendations.