根据理性行为理论中理性人的假设，大多数消费者的行为都是理性的[31]，

According to the theory of rational behavior of rational people assume that most consumers are rational behavior [31], consumers make purchasing decisions based on the effectiveness of new products, the effectiveness of new products demonstrates the motivation and willingness of consumers to buy [ 18], the motivation is a direct determinant of consumers make purchasing decisions [32, 33]. Therefore, before building the model, assuming that the new product based on consumer buying process of rational decision-making and motivation theory.

"According to the rational man's hypothesis in the theory of rational behavior, most consumers act rationally, and the consumer makes purchasing decisions based on the utility of the new product, and the utility of the new product indicates the consumer's motivation and willingness to buy, which is the direct determinant of the consumer's purchase decision." Therefore, before building the model, it is assumed that the purchase process of the new product consumer is based on rational decision-making and motivation theory.

According to the hypothesis of rational person in the theory of rational behavior, most consumers' behaviors are rational [31], consumers make purchase decisions according to the utility of new products, the utility of new products indicates consumers' purchase motivation and willingness [18], and motivation is the direct determinant of consumers' purchase decisions [32, 33]. Therefore, before building the model, it is assumed that the purchase process of new product consumers is based on rational decision-making and motivation theory.