Investigating the relationship between new product creativity dimensions and purchase intention through perceived values (Study case: Snowva home appliance customers)

Today, one of the most profitable industries in the world is the home appliance industry; Because the use of advanced home appliances is becoming the most diverse product compared to some similar sources in the market; Therefore, examining the components and criteria that influence the purchase intention of customers has become one of the main concerns of marketing managers in this industry. Based on this, the main goal of this research is to investigate the relationship between new product creativity dimensions and purchase intention through perceived values (case study: Snowa home appliance customers in Mashhad). The research method is applied in terms of purpose, in terms of data collection in a descriptive-correlative manner and in terms of data analysis in a quantitative manner. The statistical population in this research consists of Snowa brand customers who have bought at least once from this brand's products in the last five years, and based on the 10-fold rule of thumb method of structural equations, the minimum sample size was estimated to be 265 people. which was distributed among the sample members by means of non-random sampling available on the web. The data collection tool was a localized 23-question questionnaire based on Wu et al.'s (2022) research. Also, to analyze the data, structural equation technique will be used using Smart PLS software. The results showed that utilitarian value mediates the relationship between product novelty on purchase intention and hedonic value mediates the relationship between product meaningfulness on purchase intention. Newness of products has a positive and significant effect on utilitarian value and purchase intention, and meaningfulness of products has a positive and significant effect on hedonic value and purchase intention. Also, perceived utilitarian value and perceived hedonic value have a positive and significant effect on purchase intention