Abstract: In the rapid iteration of product market, the key factor in the success of business innovation often lies in the proliferation effect of new products market. Taking the barriers to the diffusion of new products market and its marketing strategy changes as samples, the paper explores the impact of the diffusion of new products in the process of diffusion barriers on consumer buying intentions from the perspective of consumer awareness. The research shows that the difficulty of new product cognition and the cost of new product communication positively affect the perception of functional risk and thus negatively affect consumers′ willingness to purchase; the negative impact of new products positively affects the perception of emotional risk and negatively affects consumer willingness to purchase; consumer innovation plays a moderating role between the two types of risk perception of emotion and function and consumers′ willingness to buy. This research further deepens and refines the research on the problem of new product proliferation and helps to improve the explanatory power of product diffusion theory to the practice of enterprise innovation.

Key words: barriers to the diffusion of new products, perceived risk, consumer innovation, purchase intention