Abstract Based on Impression Management Theory, three experimental studies were conducted to explore the impact of different types of new products on consumers’ purchase intentions. The findings indicate that driven by self-enhancement motivation, new products with technological innovation significantly enhance consumers’ purchase intentions; driven by self-expression motivation, new products with design innovation have a positive effect on consumers’ purchase intentions. In addition, the need for change positively moderates the effect of new products with technological innovation on self-enhancement, while need for cognition negatively moderates the impact of new products with design innovation on self-expression.
ZENG Fue,ZENG Yixuan,WANG Xueying等. Research on Consumers’ Purchase Motivation of New Product from an Impression Management Perspective[J]. Chinese Journal of Management, 2025, 22(4): 729-.
