关键词: 颠覆性创新, 绿色技术创新, 消费者购买意向, 主观规范, 市场战略

Abstract: Green-Trajectory-Transformed Hi-Technological (GTTT) innovation, which is characterized by the trajectory transformations of core technology, market paradigm, and product-utility development direction, is a strategic path for realizing national green development, industrial transformation, and disruption of market competition, which faces the strategic and theoretical dilemmas for the market startup of new product originated from it. Based on the complex management scenarios at the market startup stage of the new GTTT product, this paper selected motor industry as a case and conducted the comparative studies on the influences of the various normative factors on the consumer’s purchase intentions of new products from various types of innovations and at various stages of market development. It is found that the injunctive and descriptive norms are not real influential factors on the consumer’s purchase intention of new GTTT product at the market startup stage. Besides, the individual norm has a significant positive impact on the consumer’s purchase intention, whereas the injunctive and descriptive norms have no significant impacts. Moreover, for such three moderating variables as interdependent self-construal, collective self-esteem, and self-monitoring, only collective self-esteem has a negative moderating effect on the relationship between individual norm and consumer’s purchase intention of new GTTT products. Furthermore, for the products originated from different types of innovations at different market stages, the influential factors and the moderating effects of moderating variables on their consumer’s purchase intention are different. These findings reveal that the theory of reasoned action (TRA) and the theory of planned behavior (TPB) do not suit all new products from different types of technological innovations and at different stages of market development, and falsify the suitability of TRA and TPB for the new GTTT products at the period of market startup, and then eliminate the theoretic misguidance of TRA and TPB for GTTT innovation.

Key words: disruptive innovation, green-technology innovation, consumer purchase intention, subjective norms, market strategy