Study on the Influencing Mechanism of Standards Competition on Consumers´ New Product Purchase Decisions

Getting involved in standards competition is becoming a new feature of market competition, which has drawn great attention in academic circles. The existing research on the influencing mechanism of standards competition on the consumer market is very limited. This article discusses the impacting path of standards competition on consumers´ new product purchase decisions and the moderating effect of standards competition by experimental method. The results show that standards competition affects the relative importance of the different types of uncertainties related to consumers´ adoption, and then affects consumers´ new product purchase decisions, In the presence of standards competition, consumers pay more attention to uncertainty related to cost.