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

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.