The Impact Of Product Attributes And Consumer Characteristics On Purchasing Intention

Although many research evidence that product attributes and consumer characteristics may be two important factors affect individual consumption behavior.More and more studies show that the conclusion of explaining individual consumption intention and consumer behavior respectively from the perspective of product attributes or consumer characteristics is very unstable and controversial.One possible explanation is that individual characteristics and specific product attributes have potential matches in specific consumer behavior.In view of this,this study uses questionnaires and experiments to examine the matching consistency effect between individual characteristics and product attributes such as product expression,product luxury,and explores the intrinsic mechanism.The results show that:(1)there is a matching consistency effect between consumers' uniqueness needs and product expressions,that is,for consumers with low uniqueness needs,they are more willing to buy products with friendly expressions than products with aggressive expressions,while consumers with high uniqueness needs have no significant difference in products with different expressions;(2)compared with consumers' uniqueness needs,consumers with high uniqueness needs are more willing to buy products with friendly expressions.In order to match the product expression,consumers' uniqueness needs to match the product expression.Consumers with low uniqueness need to have more positive mental state(pleasure,satisfaction,embarrassment and social exclusion).Consumers with low uniqueness need more positive mental state(pleasure,satisfaction and embarrassment).And the degree of pleasure mediates the characteristics of consumers.The influence of the matching degree between levy and product attributes on purchase intention.(3)There is a matching consistency effect between consumers' one-face awareness and luxury.That is to say,consumers with low face awareness are more willing to buy products with low luxury than those with high face awareness,whereas consumers with high face awareness are more willing to buy products with low luxury.(4)Compared with the condition that the consumer's face consciousness does not match the luxury degree of product list,the consumer with low face consciousness has more positive mental state(pleasure degree,satisfaction degree,embarrassment degree and social exclusion sense)and the consumer with higher face consciousness has more positive mental state(pleasure degree,satisfaction degree,embarrassment degree)under the condition that the consumer's face consciousness matches the luxury degree of product list.Moreover,the degree of pleasure and satisfaction mediate the influence of the matching the degree between consumer characteristics and product attributes on their purchase intention.The matching consistency between consumer characteristics and product attributes exists in specific consumer behavior.Under matching circumstances,consumers will have higher purchase intention and positive psychological state,which plays a mediating role between consumer characteristics,product attributes matching degree and purchase intention.The conclusion of the study has some enlightenment for explaining the disputes existing in previous studies and a better understanding of individual consumption behavior.