消费者感知创新性是购买决策的重要影响因素。在产品极速更迭的时代，企业要想脱颖而出，必须在发展过程中重视品牌的创新性，并从消费者感知入手，与各大品牌跨界营销产出联名产品，从而持续性的带动消费，保持消费者对于产品的新鲜感及关注度。本研究以茶饮行业之跨界联名产品为研究对象，回收问卷375份，运用SPSS24.0软件对获取到的信息开展数据分析和模型验证，结果显示消费者感知跨界联名品牌创新性之四个维度：品牌声誉、媒介、参照群体、社交情感倾向对顾客购买意愿呈显著的正相关影响，并在此基础上提出相关建议。

关键词：消费者感知创新性、新式茶饮、跨界品牌联名、购买意愿

Consumer perceived innovation is seen as vital in driving purchasing decisions. Innovation is enhancing the consumers' self-image. This research takes the new tea industry as example to examine the effect of consumer perceived innovation and co-branding collaboration on purchase intention. The survey is conducted in China with the sample size at 375. The result reveals that brand reputation, medium, reference groups and social affective tendencies are significantly and positively impact on purchase intention.

Keywords: Consumer Perceived Innovation, New Tea Industry, Co-branding Collaboration, Purchase Intention