中文摘要：

参与标准竞争日益成为市场竞争的一个新特征。现有文献对标准竞争在消费者市场影响机理的研究还非常有限。通过实验法探讨了标准竞争如何影响消费者新产品购买行为。研究结果表明：消费者在做购买决策过程中受到不同类型不确定性的影响;标准竞争对购买决策过程产生调节作用,使得消费者更加关注成本等限制性因素,因此成本相关的不确定性对消费者在标准竞争市场上的新产品购买决策具有更强的影响力。

英文摘要：

Participating in standards competition is becoming a new feature of market competition,the existing research on the influencing mechanism of standards competition on the consumer market is very limited.This article discusses the impact of standards competition on consumers＇ new product purchasing behavior.The results show that standards competition affects the relative importance of the different types of uncertainties relating to consumers＇ adoption,and standards competition moderates consumer to pay more attention to restrictive factors relating to cost,so the impact of uncertainty relating to cost is stronger in markets with standards competition.The results of our study have very important practical significance for enterprises to develop the targeted marketing strategy.