Research On Furniture Consumption Behavior Based On Customer Perceived Value

Customers have been becoming the root of enterprise's sustainable development,because the business activities of enterprises stem from the needs and demands of the customers and end up with meeting the customer's needs.The essence of market competition is competing for capturing customers among enterprises,so customers have become an important asset of enterprises.One of the basic laws of Market Economy is always market focus.The enterprises should offer the products and services to meet customers' expectation and think what the customers think,only in this way will customers buy your products and services.In order to satisfy customers' individual needs,the products and services of the furniture enterprises have to follow to make the appropriate adjustments and changes.By means of literature review,theory study and empirical research,and with applying qualitative and quantitative methods,this paper attempts to conduct a deep analysis on the furniture consumption behaviors of customers and find out the main factors of customers' furniture purchase decision-making.Meanwhile,it studies the dimensions of customer perceived value on furniture consumption and builds the consumer-driven approach of furniture consumption behaviors of customers based on customer perceived value and verifies the deep connection among customer perceived value,customer satisfaction and customer behavioral intention,which provide reference for domestic furniture enterprises on future planning,the whole strategy and specific strategy selection.The main findings as follows:(1)Furniture consumption behavior analysisThe results of this study show that a considerable proportion of furniture consumers will buy new furniture rather than replace the old or destroyed furniture with new one,and the life span of furniture is shortening.The motivation of furniture purchase is not only for changing new ones,but for improving the living standards.The gradual changes on furniture consumption patterns deserve attention from furniture enterprises.Meanwhile,the changes of women in the family decision-making also affect the purchase behavior of the furniture,so the enterprises have to know the decision-making changes in families,and keep pace with the market trends.Customers will take the following factors into consideration before purchasing the furniture.First,Features on quality,safety,durability,suitable size,material,easy-cleaning.Second,the design,functions,price,matching with other items,color and experiences on the furniture.And then,the customers may focus on custom-made furniture,brands and country-of-origin.During the furniture store attributes,the respondents believe that the most important three factors are the quality of goods,with or without after-sales service(repair,return)and staff service attitude.(2)The research on customer perceived valueThe paper,through literature review and based on the previous studies,puts forward the dimensions of home furniture based on customer perceived value,and adds to two dimensions,that is,service value and brand value,and develops a corresponding measurement scale on the basis of functional value,emotional value,social value and perceived loss and on the combination of furniture characteristics.In order to make the measurement scale more scientific and reasonable,the pre-research is carried out and adopted the means of Cronbach's ? Alpha,CITC index and EFA to make an analysis on reliability and validity of pre-research and make the measurement scale optimize.Moreover,the empirical study shows that the six dimension classification system of furniture products has good reliability and validity,and it also has good cross-cultural and cross industry adaptability.(3)Research on the consumer-driven approach of furniture consumption behaviors of customers based on customer perceived valueThe paper builds the consumer-driven approach of furniture consumption behaviors of customers based on customer perceived value and verifies it through structural equation modeling.The findings are: among the six dimensions of customer perceived value,functional value,emotional value,perceived loss,service value and brand value have important and positive influence on customer satisfaction,and the direct utility of social value to customer satisfaction is not significant.Meanwhile,social value and brand value has significant and positive influence on the formation of consumer perceived value satisfaction and behavior intention,while functional value,emotional value,perceived loss,service value affect customers' consumption intention up to the customer satisfaction.Brand value is the incentive factors of behavior intention.Gender,age and income differences also influence the driving factors of furniture consumption.The innovation of the study lies in: the paper analyzes the furniture consumption behaviors from the viewpoint of customer perceived value and adds to two dimensions,that is,service value and brand value on the combination of furniture characteristics,and builds the consumer-driven approach of furniture consumption behaviors of customers based on customer perceived value,which makes the theory of customer furniture consumption behavior richer.In addition,the paper,in-depth analysis on furniture consumer behavior,finds out the key attributes for the purchase decision of the customers and the assessment from the customers on the furniture stores,which make the furniture enterprises further understand how to enhance the consumer perceived value so as to form their own unique competitive power.