Analysis Of Influencing Factors Of Consumers' Online Furniture Shopping Behavior Based On UTAUT2

With the development of Internet technology and the change of people's consumption concept,online shopping has gradually become a trend,changing people's way of life.After the financial crisis in 2008,China's furniture exports suffered a certain bottleneck,and the domestic furniture industry was affected by the real estate bubble,coupled with the phenomenon of serious product homogenization,lack of innovation,the development situation of furniture is not optimistic.Furniture e-commerce to a certain extent eased the plight faced by furniture enterprises,saving production costs while complying with the consumer trends.However,the furniture belongs to a single cycle and durable goods,with large volume,high degree of customization,pay attention to the real experience and other characteristics,the present stage of consumer online shopping furniture acceptance and recognition is not high enough,consumers choosing online shopping furniture account for only a small part.In this case,consumer awareness and attitude has an important impact on the willingness and behavior of furniture online shopping,improve consumer acceptance and recognition of online shopping furniture is of great significance to promote the development of furniture e-commerce.An analysis and summary of the technology acceptance theory and related literature on consumer behavior was made,based on the Extended Unified Theory of Acceptance and Use of Technology(UTAUT2)and perceived risk theory,the paper determined the factors performance expectancy,effort expectancy,social influence,facilitating conditions,price value,perceived risk which influence consumers' online shopping intention and behavior,and set the gender,online shopping time,experience in online furniture shopping as adjustment variables,constructed the theoretical model of the influence factors of consumer online shopping furniture and put forward the corresponding hypothesis.Through the questionnaire survey obtained 277 valid data,the paper used SPSS20.0 and AMOS17.0 on the questionnaire data to make a descriptive statistical analysis and multiple correspondence analysis in order to understand the relationship between the furniture purchase situation and demographic characteristics of consumers;Secondly,the reliability and validity of the scale were tested through exploratory factor analysis and confirmatory factor analysis.According to the results of factor analysis,the measurement model of influencing factors of consumer online furniture shopping was adjusted,then making a structural equation model analysis to verify hypotheses,so as to clarify the important factors affecting consumer online shopping furniture and its internal relations;through multi group structural equation model to explore the regulating effect of gender,online shopping time,experience in online furniture shopping on theoretical model.The results show that performance expectancy,effort expectancy,price value and facilitating conditions had a positive effect on consumers' online furniture shopping intention,perceived risk had a negative effect on consumers' online furniture shopping intention,according to the influence of small order is the price value,facilitating conditions,performance expectancy,effort expectancy and perceived risk,consumers' online furniture shopping intention had a positive influence on consumers' online shopping furniture behavior;gender,online shopping time,experience in online furniture shopping regulated the theory model.Finally,the paper proposed the strategies in terms of product,service and promotion for online furniture enterprises to improve consumer's acceptance of online furniture products,the satisfaction of online shopping furniture,attract and encourage more consumers to choose online shopping furniture.