A Study on Purchase Intention for Innovative Products: Focusing on Oxygen-Generating Air Purifiers

초록

This study examines the factors determining consumer purchase intention for innovative products, focusing on oxygen-generating air purifiers, based on the Innovation Diffusion Theory and the Technology Acceptance Model. To achieve this, an online survey was conducted with 259 adults, and the data were analyzed using SPSS. The research findings indicate that perceived usefulness and perceived ease of use, as per the Technology Acceptance Model, positively influence the purchase intention of oxygen-generating air purifiers. From the perspective of perceived usefulness, the relative advantage, compatibility, observability, and trialability components of the Innovation Diffusion Theory were shown to positively impact purchase intention. From the perspective of perceived ease of use, relative advantage, compatibility, complexity, and trialability components also positively influenced purchase intention. This study is significant in providing practical insights for marketing strategies and design considerations to professionals in companies producing oxygen-generating air purifiers. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

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