The Impact Of Consumer Perceived Value In The Home Textile Industry On Its Online Purchase Intention

With the popularity of the Internet,online shopping is becoming more and more popular,the development of the textile industry is quite rapidin recent years,the major brands have also developed online marketing.This paper studies the impact of consumers' perceived value on their willingness to buy online.Based on the combing of relevant literatures and the characteristics of China's home textile industry,this paper constructs the consumer perception value of home textile industry to its network purchase--A Study on the Influence Model of Willingness.The three dimensions that affect consumer perceived value:perceived product quality,perceived website service quality,perceived risk and brand equity,and purchase intention:functional value,emotional value,and hypotheses.Through the questionnaire design is small sample data collection,we delete unreasonable indicators and items,and then through large-scale data collection and data analysis,draw conclusions for the textile industry,small and medium enterprises Marketing recommendations,mainly to ensure product quality,cooperate with high reputation and popularity of brands,ensure the quality of goods,providing quality services,improve brand equity,reduce the degree of risk,improve the functional value of the site,the right medicine to consumer preferences Such as highly educated groups like the material such as cotton and linen fiber,pure and fresh quietly elegant,simple pure color design and color preference or room tone,enterprises should focus on products,precision marketingand so on.