The Effect of Appearance Novelty on Product Purchase Intention

DOI: https://doi.org/10.62517/jbm.202409404

Author(s)

Xinjia Tian*

Affiliation(s)

Sichuan University, Chengdu, Sichuan, China *Corresponding Author.

Abstract

In recent years, with the changing needs of people and the impact of COVID-19, competition among enterprises has become increasingly fierce. Product is the foundation of enterprise survival in the market. In order to enhance their competitiveness, enterprises often improve their products, taking product appearance as a breakthrough point. For consumers, appearance is the first impression of a product. When the appearance of a product is changed, it will immediately attract consumers' attention. A novel product appearance may boost sales for a company, but it may also bring perceived risks to consumers. Since there are different conclusions about the effect of appearance novelty on consumers' purchase intention, this study tries to find the boundary conditions of this mechanism. In this study, relevant researches were collected and reviewed by literature method to lay a theoretical foundation for this experiment. Then, data were obtained by questionnaire experiment method. Finally, through data analysis, it was concluded that product type (public product VS private product) regulates the influence of appearance novelty on consumers' purchase intention. Specifically, the novelty of appearance of items used in public places has a significant positive influence on purchase intention.

Keywords

Novelty of Appearance; Purchase Intention; Public Product; Private Product; Use Situation; Product Type; Product Design

References

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