摘要
近年来，全球智能技术繁荣发展，我国智能制造创新企业在新型技术发展背景下，
不断推陈出新，生产高智能化产品，以推动产业经济快速发展。新型智能技术产品不
断成为刺激消费需求增长和助力国内消费市场迅速发展的有力推手，有效提升我国智
能硬件领域发展韧性。然而，我国智能新产品的消费市场存在很多现实问题，市场销
售水平离期望水平差距较大，智能新产品的潜在市场需求并没有真正转化为现实需求。
因为与一般电子产品相比，消费者对智能新产品购买意愿的影响因素具有多层次性和
复杂性。企业间同质化盲目生产会降低消费者对智能新产品的信任度和接纳度，进而
影响消费者购买意愿，最终导致智能新产品市场渗透率与目标期望之间差距过大，所
以要重视对影响消费者购买智能新产品意愿的因素研究。在此前提之下，本研究从消
费者价值角度出发，以计划行为理论为基础，以智能家居市场初级入门产品——智能
音箱为切入点，探讨消费者感知价值对智能新产品购买意愿的影响机制，期望可以帮
助智能创新企业在营销管理和产品创新方面有所进步。
本研究主要利用文献分析法和数理统计法。首先，梳理和总结有关智能新产品、
消费者感知价值、品牌信任、智能新产品购买意愿及计划行为理论的国内外相关文献
研究，将消费者感知价值作为前因变量，将品牌信任作为中介变量，将智能新产品购
买意愿作为结果变量，构建基础研究模型，提出相关研究假设。其次，根据部分前人
研究的量表并结合智能新产品特征进行问卷设计，采用问卷星等网络方式开展问卷调
查，便于收集数据进行实证分析。再次，利用 SPSS25.0和AMOS24.0数理统计分析
软件对问卷数据展开描述性统计分析、信度分析、效度分析、相关性分析以及回归分
析，检验研究假设，得出相应研究结论。
本研究结果显示：对智能新产品来说，消费者感知价值和品牌信任都显著影响其
购买意愿，且消费者感知价值通过影响品牌信任而影响智能新产品购买意愿。具体而
言，消费者感知价值的各个维度对智能新产品购买意愿存在积极作用；消费者感知价
值的各个维度对品牌信任存在积极影响；品牌信任各个维度对智能新产品购买意愿有
积极作用；品牌信任在消费者感知价值与智能新产品购买意愿之间起中介作用。
最后，本文针对研究结果提出了具体的企业管理启示，包含产品营销及产品创新
等方面：智能创新企业要不断提升消费者对智能新产品功能性、情感性、社会性等价
值感知，满足消费者多层次的差异需求，不断研究和开发受消费者喜爱的创新型智能
产品，促进消费者对企业品牌产品信任和依赖，提高消费者在购买过程中的自信心，
最终刺激购买行为发生。
关键词：智能新产品；消费者感知价值；品牌信任；购买意愿
I
Abstract
In recent years, the global intelligent technology has prospered and developed, and my
country's intelligent manufacturing innovative enterprises have been continuously innovating
andproducing high-intelligenceproducts underthebackground ofnewtechnology
development to promote the rapid development of the industrial economy. Newsmart
technology products continue to become a powerful driver for stimulating the growth of
consumer demand and boosting the rapid development of the domestic consumer market,
effectively enhancing the resilience of my country's smart hard -ware sector. However, there
are many practical problems in the consumer market of new smart products in my country.
The market sales level is far from the expected level, and the potential market demand for
smart new products has not been transformed into actual demand. Because compared with
general electronic products, the influencing factors of consumers' willingness to purchase
smart new products are multi-layered and complex. However, the homogenized and blind
production among enterprises will reduce consumers’ trust and acceptance of new smart
products, thereby affecting consumers’willingness to purchase, and ultimately lead to a large
gap between the market penetration rate of new smart products and target expectations.
Therefore, it is necessary to pay attention to the research on the factors that affect consumers'
willingness to purchase smart new products. Under this premise, this study starts from the
perspective of consumer value, based on the theory of planned behavior, and takes the
primary entry product of the smart home market—smart speakers as the entry point to explore
the impact of consumers’ perceived value on the purchase intention of smart new products
The mechanism is expected to help intelligent innovative enterprises make progress in
marketing management and product innovation.
This research mainly uses theoretical analysis and empirical analysis. First, sort out and
summarize relevantdomestic and foreign literatureresearch on smartnew products,
consumer perceived value, brand trust, smart new product purchase intention and planned
behavior theory, taking consumer perceived value as an antecedent variable and brand trust
as an intermediary variable, taking the purchase intention of smart new products as the
outcome variable, establishing the theoretical model of this research, and putting forward
relevant research hypotheses. Secondly, according to some previous research scales and
combined with the characteristics of intelligent new products, the questionnaire is designed,
and the questionnaire survey is carried out by means of the questionnaire star network, which
is convenient for collecting data for empirical analysis. Thirdly, by using SPSS25.0 and
AMOS24.0 software to carry out descriptive statistical analysis, reliability analysis, validity
II
analysis, correlation analysis and regression analysis on the questionnaire data, test the
research hypothesis and draw corresponding research conclusions.
The results of this study show that for smart new products, both consumers' perceived
value and brand trust significantly affect their purchase intention, and consumers' perceived
value affects thepurchase intention of smartnew products by affecting brandtrust.
Specifically, each dimension of consumers' perceived value has a positive effect on the
purchase intention of smart new products; each dimension of consumers' perceived value has
a positive effect on brand trust; each dimension of brand trust has a positive effect on the
purchase intention of smart new products; Trust plays a partial mediating role between
consumers' perceived value and their willingness to purchase smart new products.
Finally, this paper puts forward specific business management implications based on the
research results, including product marketing and product innovation: intelligent innovation
enterprises should continuously improve consumers' perception of the functional, emotional,
social and other values of intelligent new products, and meet the multi-level differences of
consumers’ demand, constantly research and develop innovative smart products that are
loved by consumers, promote consumers' trust and dependence on corporate brand products,
improve consumers' self-confidence in the purchasing process, and ultimately stimulate
purchasing behavior.
Key words: Smart new products，Consumer perceived value，Brand trust，Purchase intention
III