BRIDGING INNOVATION AND PURCHASE INTENTION: THE MEDIATING ROLE OF PERCEIVED INNOVATIVENESS IN STRATEGIES OF CHINESE TIME-HONORED BRANDS

Abstract This study investigates how cross-over innovation strategies influence young consumers’ purchase intentions toward Chinese time-honored brands, focusing on the mediating role of perceived innovativeness. A survey of 384 respondents in Wuhan was analyzed using structural equation modeling. Results show that functional, aesthetic, and experiential innovations significantly enhance purchase intentions through perceived innovativeness. However, the mediating effect of perceived innovativeness is not supported in the case of social media marketing. These findings emphasize the importance of product and experiential innovation in revitalizing heritage brands and highlight perceived innovativeness as a key mechanism linking innovation to consumer behavior.