Purchase Intention And Its Influencing Factors Of Online Channel Home Appliances

With the development of network economy,Due to the special nature of the network channels,most of these studies focus on the impact of perceived risk on consumers' purchase intention.However,the low level of perceived risk can't be the reason that consumers choose online shopping,customer perceived value is the real reason why consumers choose online shopping.Through literature search,scholars in the study of network consumer purchase intention pay little attention to the research that China's traditional industries face the challenges of Internet economy and new marketing environment.In particular,one of the important traditional industries in China home appliance industry,in the context of the network economy,the relevant research is very little.Based on Zeithaml 's(1988)model and the theory of perceived risk,this paper studies the purchase intention of customers online channel.Based on the relevant research theories,The formation mechanism of the purchase intention of customers online channels,Based on the formation mechanism of The customer's purchase intention,through the study of literature and related industries,to comb the consumer online purchase intention influence channel of home appliances,combined with consumer perception,the influence factors of customer purchase intention were included in the questionnaire,mainly through the construction of the model,definition and research hypothesis related variables concept.Using Likert five point scale questionnaire,market survey,data analysis using SPSS19.0,The main conclusions of this paper are as follows: 1.Customer demand is the basis of customer purchase intention,and the influencing factors of customer purchase intention are complex,and the influence of customer demand is divided into positive and negative factors.2 Through correlation and regression analysis,customer perceived value has a positive effect on customer purchase intention,customer perceived value(including the cost of perceived value and perceived monetary cost time cost value)influence customer perceived risk has a negative effect on consumer purchase intention,the factors which influence the financial risk perception.3 Through correlation analysis,customer perceived risk will decrease the level of customer perceived value.4 Through the customer of different sex and degree of two variables,consumer purchase intention has significant difference.Customers on the Internet are familiar with the degree of customer online channels of home appliances purchase intention has a certain significant difference.At last,this paper puts forward the corresponding marketing strategy,and puts forward some reasonable suggestions for the participation of network marketing in the network marketing of home appliance enterprises and home appliances.