工商管理学院知识库

In the development of new product marketing, enterprises can combine the narrative process with the product innovation process to form a more distinctive image of the new product and the emotional connection between users in the form of product innovation story, thus improving the market acceptance of the new product. In product innovation stories companies either reflect the role of unexpected inspiration and epiphanies in promoting product innovation by emphasizing the role of insight in driving product innovation, or show the expression that new product developers achieve product innovation through structured, well-planned, and painstaking work, and the effects of these two expressions on consumers' impulsive purchase intentions remain to be investigated. Based on consumer inspiration theory, this.study investigates the effects of different types of product innovation stories on consumers' impulsive purchase intentions and verifies the mediating role of consumer inspiration and the moderating role of cognitive flexibility. This study adopts the experimental method to collect the psychological data and real feelings of the subjects participating in the experiment, and analyzes them through T-test analysis, ANOVA, and

mediating mechanism analysis, and then verifies the research hypotheses proposed in this paper.

The results of the study show that: relative to effort-based product innovation stories, insight-based product innovation stories are more likely to enhance consumers' impulsive purchase intention; relative to effort-based product innovation stories, insight-based product innovation stories are more likely to stimulate consumer inspiration; consumer inspiration positively influences impulsive purchase intention; consumer inspiration mediates the relationship between product innovation stories and consumers' impulsive purchase intention; cognitive flexibility moderates the relationship between product innovation stories and consumer inspiration.

Based on the empirical findings, this study provides some reference suggestions for enterprises as follows: (1) Enterprises need to focus on the use of product innovation stories and other related strategies for new product marketing, and new product marketing communication through product innovation stories can help to improve the market acceptance of new products; (2) Enterprises should fully explore and promote the elements of product innovation stories that can enhance consumer inspiration, and emphasize the importance of this element in communication to gain consumers' favor ability; (3) Enterprises should fully explore and promote the elements of product innovation stories that can enhance consumer inspiration, and emphasize the elements of product innovation stories to gain consumers' favor ability in communication.