Abstract
With the development of digital technology, we have entered the digital age. Under the background of digital age, brands have to follow the trend of digitization. How to build and develop brands has become an important research. Most scholars research on brand building and development from the perspective of enterprises, while this research explores the impact of consumer technological readiness on purchase intentions in the digital context from the perspective of consumers. According to the findings of this study, consumers with high technological readiness hold an optimistic and innovative attitude towards digital technology, so they are willing to accept and try new products or services produced by the brand’s application of digital technology, and increase their willingness to buy brands; for consumers with low technical readiness, they have doubts and distrust of digital technology and have low driving belief, and their purchase intention is reduced for new products produced by brand application of digital technology. Digital technology has a favorable impact on the economic growth of enterprises. The application of digital technology greatly improves the production efficiency of enterprises and saves energy consumption for enterprises. Therefore, the growth of digital economy also brings benefits to energy-saving economy.
Highlights
With the rapid development of digital technology, we are in a period of digital revolution
Digital technology plays an important role in the digital transformation and innovation of enterprises, which is very important to enterprises
Consumers with high technical readiness have higher driving beliefs and an optimistic and innovative attitude towards digital technology, which makes them have more confidence in digital technology, so that they are willing to accept and try new products or services produced by the application of digital technology, and further promote their purchase willingness; if consumers with low technical readiness have low driving beliefs, consumers will have doubts and distrust on the application of digital technology adopted by brands and its results, which will lead to lower purchase intention
Summary
With the rapid development of digital technology, we are in a period of digital revolution. The application of digital technology by enterprises in various industries has improved the production and operation efficiency of enterprises, and the social digital economy has grown. With the development of digital technology, consumers' daily life and consumption patterns are greatly affected, so it is very important to look at digital technology from the consumer's point of view. Most scholars have studied the benefits of digital transformation and innovation for enterprises and the impact on consumers' daily lives. There is no discussion on consumers' attitude towards enterprises using new technologies to create new products or service innovations, and whether consumers' attitude towards digital technologies will affect their purchasing intentions. Under the digital background, enterprise innovation is transformed by means of digital technology, and how will consumers' attitude towards digital technology affect the brand's purchase intention?
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