摘要
Abstract
With the series of vehicle purchase policies successive force,the car environment continues to optimize,new energy automobile industry ushered in the golden period of rapid development,driven by the abundant supply of high-quality products,in order to seize the market share,enterprises accelerated research and development,the new car replacement cycle shortened dramatically,and product iteration has become a new energy automobile enterprises in order to maintain the competitive advantage of the strategy adopted.By connecting iterative innovation with the new energy vehicle industry,the study utilizes textual big data such as yearbooks of the new energy vehicle industry,annual reports of representative companies,online reviews,etc.,and applies rooted theory research techniques to construct a model of consumer purchase intention paths influenced by product iteration in line with the general model of"stimulus-organism-response(S-O-R)"human behavior,and applies economic information to the model of product iteration.We also analyze the multiple mechanisms of this model by applying the theories of information economics,organizational associations,consumers'implicit needs and brand equity.The study finds that:(1)the interaction of iteration speed and iteration level promotes consumers'new energy vehicle purchasing;(2)product iteration promotes consumers'purchasing by increasing the organization's reputation for innovation and the level of innovation of new generations of products;and(3)consumers and brands play an important role in the iterative innovations of new energy vehicles,and have a significant impact on consumers'purchasing intentions.关键词
扎根理论/产品迭代/信号理论/消费者心理Key words
rooting theory/product iteration/signaling theory/consumer psychology分类
管理科学
