The Effect Of Product Weight On Consumers' Purchase Intention

Marketing experience shows that the weight of the product may have an important impact on the consumer experience and willingness to purchase,such as the Titanium Ultra-light tableware and the Coca-Cola heavy-glass bottle.However,the specific relationship between product weight and purchase intention is still unclear.Based on the tactile sensory channel of consumer experience products,this paper explores the relationship between product weight,perceived quality of consumers and purchase intention by using Intelligent touch screen electronic products as materials.Based on the theoretical background of sensory marketing,psychological ownership and diminishing marginal utility,this paper analyzes the second-hand data and situational experiment data by using the data analysis method of Variance Analysis,Bootstrap and Regression,drawing the following conclusion: Experiment1 shows that product weight and purchase intention showed a significant inverted U-shaped relationship;in addition,the weight of the product interacts with the consumer's body shape,but the moderating effect is not significant.Experiment 2shows that product weight and perceived quality showed a significant inverted U-shaped relationship,and perceived quality had a partial mediating effect between product weight and purchase intention.Experiment 3 shows that the product material(leather/metal/glass)and the consumer's body shape(BMI-thinner/normal/overweight)have a significant moderating effect on the product weight and perceived quality.The marketing value of the research results is mainly reflected in product design,production and marketing activities,for example,the product segmentation market(material and weight)and consumers for market segmentation(BMI)strategy to improve marketing performance.In view of the fact that product perceived quality is a partial mediating effect,the potential mediate variables and moderate variables can be dug up in the future,and enrich the subdivision research in the field of product tactile.