中文摘要：

新产品创新成功与否决定了企业的命运，但随着体验消费时代的到来，消费者在消费过程中更趋向主观，致使一些企业花费大量资金开发出来的新产品并没有被消费者所采纳。通过模拟新手机上市的实际场景进行实验后的结果表明，享乐价值越高，消费者对新产品的采纳意愿越强；并且发现，当享乐价值高时，即使学习成本高，消费者的对新产品的采纳意愿仍然很强；但当享乐价值低，学习成本高时，消费者对新产品的采纳意愿显著下降。

英文摘要：

The however, with fate of an enterprise is determined by whether its creation of new products is effective or not, the advent of an era of experiential consumption, consumers are becoming more subjective during consumptions, so that the new products of some enterprises, which have cost considerable amount of resources, are not well accepted by consumers. This paper aims to test the joint influence of hedonic values and learning costs on consumers＇ purchase intention in scenarios about new cell phone purchase. The results reveal that when hedonic values are high, consumers have high purchase intention even though learning costs are high; however, when hedonic values are low, higher leaning cost significantly lower consumers＇ purchase intention. Theoretically, it will help to better understand the role of learning costs in new product adoption, and practically, it will pro- vide scientific instructions to the developers of new products