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Abstract Green-oriented trajectory-transformed hi-technological(GTTT) innovationrefers to hi-technological innovation that superimposes core technologies, market paradigms and product utility orientation deviating from mainstream market demand, and thus is non-market-oriented even anti-market-oriented and faces the theoretical and practical dilemma of achieving market orientation.This study selects electric vehicle and fuel vehicle as the representatives of new GTTT product and new mainstream product respectively, divides the online review of new product into four dimensionssuchas functionality, symbolism, experiential and cost by drawing lessons from the relevant theories of product value, uses empirical method, and studies the degrees to which different types of consumers pay attention to the online review of GTTT’s innovative products in four dimensions, and their differences between new GTTT product and new mainstream product, and the different influences of the four dimensional online review on customer’s purchase intention and their differences between such two kinds of new products. The findings are as follows: For new GTTT product, symbolism and experience are the two dimensions that can eliminate the competitive disadvantage resulted in functions of new mainstream product and even can establish the competitive advantage, so they are the strategic paths of GTTT innovation to realize market orientation. And cost is not always inferior to GTTT innovation, and provides the flexibility for enterprises to use it to achieve the improvement and elevation of symbolic and experiential dimensions.
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Received: 25 November 2021
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