Research On Symbolic Of Furniture Consumer Behavior In China Based On Structural Equation Model

Since the reform and opening up, with the development of the domestic economy, Many of the best product design are from the perspective of consumers to think about and solve problems,sufficient for the sake of consumers, to meet consumer demand, forecast market trends, so as to guide product design. The social structure of the China especially social stratification structure appeared some new development trends and changes:the polarization between the rich and the poor is more obvious, the concentration degree of wealth more high, differentiation of the situation and the resulting " social structural tensions began serious". Different segments of the consumer preference of different kinds of furniture.Furniture pursued by consumers by furniture material value to symbol value.The use of the latest research results of symbolic furniture consumer behavior in china, combined with the theories of symbolic behavior, social stratification and furniture consumption behavior, focusing on the influence factors of social relations and symbolic of consumer behavior, furniture consumer behavior and the difference corresponding to different symbols of furniture style, this paper presents a theoretical model of symbolic furniture consumer behavior in China.The thesis uses the combination of theoretical analysis and questionnaire survey of the statistical analysis result, make empirical test for this theoretical model of symbolic furniture consumer behavior in China.The content of this paper: 1. On the basis of literature research, analysis of furniture’s consumer behavior in China, and puts forward some symbol of consumer behavior. 2. According to the furniture consumption behavior research and empirical research at home and abroad to establish theoretical model and puts forward some assumptions. 3. Issue questionnaire, collect data, and use SPSS17.0 and Amos17.0 to analyze and verify the theoretical model. Finally, draws the conclusion and puts forward the development and promotion of new products for enterprise suggestion.Through the above research, the thesis draws the following conclusions: 1. Social status and the symbolic of furniture consumer behavior has close relationship in china. The symbol including luxury symbol, thrifty symbol,esthetic taste symbol and cultural symbol. 2. Corresponding to the different symbols of consumer behavior of different furniture style, luxury symbol corresponding mahogany furniture,thrifty symbol corresponding panel furniture, cultural connotation symbol corresponding mahogany furniture and European furniture, aesthetic taste symbol corresponding European furniture and mahogany furniture. 3. Puts forward some strategies and practical measure for the new product development of furniture enterprises: At first, to clear positioning of the enterprise market segments, according to the different levels of consumer groups for the development of different style furniture, publicity to highlight the furniture which can be represented by a class as well as the cultural connotation and aesthetic taste. At the same time, this paper has two meanings: The theoretical significance: 1. Provides a new cultural elements for the social stratification standard; 2. Provides a new idea for the domestic furniture consumption behavior research.The practice significance: 1. Provide a systematic plan of domestic furniture consumption behavior research; 2. Provides guiding significance for advertising furniture enterprises.