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

摘要： 基于绿色变轨型高技术（GTTT）新产品市场启动期的复杂管理情景，以汽车产业为案例，通过不同规范因素对GTTT等创新类型和不同市场发展时期下新产品购买意向影响的比较研究，发现：指令性规范（主观规范）和描述性规范对于市场启动期GTTT新产品的购买意向不是真实存在的影响因素；对于市场启动期的GTTT新产品，个体规范对购买意向具有显著正向影响，指令性规范和描述性规范均不具有显著影响；3种调节变量（集体自尊、依存自我和自我监控）仅集体自尊对个体规范与GTTT新产品购买意向的影响具有为负向调节作用；不同创新类型新产品影响购买意向的规范因素和调节变量的调节效应不同。上述发现表明，独立于他人的影响、更强调个体价值观的个体规范才是影响市场启动期GTTT新产品购买意向的影响因素，且这一关系受到个体差异性变量中集体自尊的调节作用。这些发现表明，独立于他人的影响、强调个体价值观的个体规范才是影响市场启动期GTTT新产品购买意向的影响因素，且这一关系受到个体差异性变量中集体自尊的调节作用，社会规范因素影响不明显，其理论贡献在于揭示出理性行为理论、计划行为理论对于新产品不同创新类型和市场发展不同时期具有不同的适配性，证伪理性行为理论和计划行为理论对于市场启动期GTTT新产品的适用性，可消除指导GTTT新产品市场启动战略制定的理论误导。

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