Research On The Influencing Factors And Mechanisms Of Consume Rproducts Functional Requirements Under The Restriction Of Consumption Ethics

At present, China is facing severe economic and social resources andenvironmental pressures。In order to survive and develop,"Green","eco","savings","low carbon" and "harmony" concept as the core consumer ethics is graduallyreplacing the "Consumerism","hedonism" and other consumer thinking and growingpopularity,which has been recognized by the community in recent years. It has asignificant impact on people’s consumption behavior. On the other hand, with thedevelopment of the science, the market competition and the irrational competition ofcompanies is increasingly fierce. Product function surplus is one of the serious socialproblems caused by the blindly competing of companies. Besides the consumers donot have the scientific knowledge of their actual needs,some companies also is lack ofrational and objective understanding of the market or consumer’s product functionalrequirement. Depending on the advanced technology to increase the product functionsblindly not only make the consumers got "Product kidnapping" with function fatigueproblems arising, but result in a waste of resource for companies and society. Theauthor believes both the companies and society should be responsible for the productfunction surplus. We must establish a link between the two and solve the key issueseffectively. The first thing to be solved is to specify the factors and it’s mechanismthat affecting the intention of consumer product function requirements under the bigchange of consumption ethics. We can accurately grasp the consumer productfunction requirements to help companies to produce products in accordance withconsumer demand by figuring out the problem,then we can make a key step to solveproduct function surplus fundamentally.In this context, Firstly the paper cleared the theoretics process of consumerproduct function requirements under ethical consumerism constraints by reviewing,carding and concluding the theories of consumption ethics,product function surplusand consumer behavior and decision-making and forming theoretical basis toextracting facors, building models and analysising mechanism. Secondly, basing onthe research status of consumer behavior and decision-making, the paper begins fromresolving the product function requirements, considering the factors of consumer product function requirements under ethical consumerism constraints and the route itmight affect to build the model of consumer product function requirements underethical consumerism constraints and propose hypothesis combing the theory ofplanned behavior and environmental behavior. Thirdly, conduct empirical research totest the model and hypothesis by scale development, questionnaire design anddistribution and sample collection and collation. Finally, on the base of the result ofempirical research, the paper discusses and analyzes the mechanism of influencingfactors to propose suggestions about practice and management applications in purposeto solving the problem of product function excess.According as the research route, the paper use the theory of consumptionethics,product function surplus and consumer demand synthetically using the methodsof comprehensive analysis, comparative analysis, secondary data analysis, speculationinduction, qualitative research and first-hand data collection. Combines the qualitativeresearch and quantitative research, the normative research and empirical research byintegrating theory with practice. Based on the existing related theory,The paperbuilds a new model of the factors of consumer product function requirements underethical consumerism constraints using the situation of social development in the newperiod as background. Then puts forward with assuming the relationship betweenvariables influence to establish the research’s theoretical model and assumingframework relations and proposes the corresponding management and practicalapplications inspiration by studying problems on the multi-angle, multi-level analysis.Generally, the main content of this article can be divided into the following sections:(1) Combing the relevant theory and research literature in this study involved. Inthe first place, combing the consumption of research ethics beginning from theconcept of consumption and consumer ethics, the current trend of consumer ethicsand it’s connotation and principles it followed in our country. Clearing an importantshift in our society’s ideas of consumption occurred,"geen","sustainable" as the coreof the rational consumer ethical consciousness is gradually returnning and has asignificant impact on individual consumer behavior."Harmony" as the core consumerethics is in line with the inherent requirements of the socialist nature in contemporary.Adhereing to the principle of proportionality, ecological principles and the principlesof fairness and justice, both consumption activities of "freedom" and "responsibility",pursuiting of people, man and society, man and nature in harmony, can promotehuman health for generations continue the sustainable development of society in building a socialist harmonious society, historical background. Secondly, reviewingthe relevant research on the aspects of product function and product functionalityexcess connotation, incentives and clearing that we must clear consumer demand forthe product function effectively to solve the problem of product function surpluswhile the key is to carefully excavate the factors affecting the consumer’s intention onproduct functional requirements and analysis the mechanism of influencing factorsdeeply. Only to find out the problem and figure it out, can we be able to accuratelygrasp the consumer product functional requirements, in order to help companiesintroduce products that both meet consumer demand and function efficient productson this basis. The lastly, in related research, consumer behavior and intention ofdemand clear the theory of planned behavior and environmental behavior havesignificance in predicting consumer behavior intentions. It also lays the theoreticalfoundation for this article.(2) Building the model of consumer’s intention on product function requirementsunder ethical consumerism constraints. This article draws on the theory of plannedbehavior, retained the control variables of his attitude, subjective norm, perceivedbehavioral, and extracts the experience of perception and outside help as a newvariable into the model based on the actual needs of the research. In addition, in orderto investigate the impact of today’s "harmonious consumption ethic" of consumerdemand furtherly, this article references norm activation theory behavior, value-faith-gauge theory, extracts the ethical awareness and individual norms of consumer twovariables as the factors into the model. On this basis, puts forward the assumingrelationship between factors affecting the demand of consumer’s intentions in productfunction and each factors, and buildes the model of consumer’s intention on productfunction requirements under ethical consumerism constraints to be tested.(3) Conducted scientific empirical studies. This article makes the development ofthe study of Scale based on the standard scale design process, implementsquestionnaire and data collected by selecting samples, at the same time will take theuse of the group interview to verify the reasonable of the conceptual model.Determines the measurement scale has good reliability and validity havingexploratory factor analysis and confirmatory factor analysis by pre-test sample on thescale. In this paper, a formal questionnaire design and issuance is taken and usescollected data to verify and hypothesis test on the proposed model on this basis. The results show that the proposed14hypotheses have three did not pass the test, the other11get through the hypothesis testing, and how well the model fit.(4) Proposing the inspiration of practice management applications. This paperwill combine theory and practice from the point of view to solve the product functionsurplus to make recommendations about application of practice and management forconsumers, businesses, governments and related organizations with application of theforegoing findings. In the aspect of consumer, the paper proposes should focus on theinfluence of consumer ethics guiding on the individual, establish objective andrational attitude towards the product functional requirements actively, should alsoenhance the level of self-awareness and the ability to control. In the aspect ofenterprise, strategic and proposals are put forward with three levels that can have asignificant impact on the business activities of product function in this study:establishing a corresponding social responsibility attitude and consumer ethics onthe strategic level, optimizing the technical support system that match the funtiondemand of consumer on the technical level, improving the marketing synergy thatassociated with consumer’s capacity building on the marketing level. In terms ofgovernment and related organizations, the author proposes to increase the intensity ofgovernment-related organizations in policy guidance and legal oversight and at thesame time the government should play an exemplary role; to greatly expandeducational organizations in conducting training in the breadth and depth; adn thesocial media should play an active role in guiding public opinion on consumer andbusiness values.