Empirical Study On Influencing Factors Of Individual Computers Purchasing Behavior Intention

With the increasing development and richness of material wealth, consumer demands for their material life are no longer satisfied with popularization, but toward the requirements of individualization. Manufacturers (or retailers) can provide their customers with individual products to meet their demands by taking the production strategy of taking orders. But when period in advance of ordering is less than period in advance of producing, manufacturers (or retailers) can only meet customers' demands of individual products, not meet the customers' demands of delivery periods. Then there will occur customized - response embarrassment and affect the sales of individual products. Previous studies have shown that predicting the individual demand is one of the key strategies of solving customized - response problem. However, they didn't provide techniques and methods to predict individual demand. Studying the influence factors of purchasing individual products, predicting the possibility of behavior intention is one of the ways of predicting individual demand. Therefore, the influence factors of behavior intention of purchasing individual products are the focus of individual products' manufacturers (or retailers).Individual products have many types, and they have their own characteristic. So we chose one type-individual computer as our research object. Based on the theory of reasoned action, the theory of planned behavior and technology acceptance model, we proposed the main influence factors of behavior intention of purchasing individual computers through literature research and interview records. Then we constructed models and designed a questionnaire, chose college students and youth workers as our research sample. Finally, we used SPSS13.0 and LISREL8.54 windows software to analysis the received 770 effective questionnaires. The conclusions as follows:(1) Behavior intention of purchasing individual computer has significant discrepancy in consumer's gender and past experience. Male consumers and experienced consumers are more likely to purchase individual computer.(2) Behavior attitude has a significant positive effect on behavior intention. The conclusion is proper to all consumers.(3) Subjective morm has a direct or indirect effect on behavior intention. The difference in gender and expeience has result in the direct or indirect effect.(4) Knowledge has an indirect effect on behavior intention. Knowledge has a positive effect on self-confidence, which has a positive effect on behavior intention, and knowledge has no direct effect on behavior intention. So, knowledge only has an indirect effect on behavior intention.(5) Perceived usefulness has an indirect effect on behavior intention. Perceived usefulness is a principal influence factor of behavior attitude, which has a direct effect on behavior intention. So, Perceived usefulness is an indirect influence factor of behavior intention.(6) Budget has no direct effect on behavior intention. It has been proved by all consumers.These conclusions showed the principle influence factors and the degree of consumer behavior intention of purchasing individual computer. Based on these conclusions, we can predict the possibility of purchasing individual computer, and provide basis of predicting individual demand.