The Empirical Study On The Relationship Between Customer Value And Behavioral Intentions Based On The Product Factor

Customer has been becoming the root of enterprise’s sustainable development. The production and business of enterprises activities begin in the demand of the customers end in customer demand to meet. The essence of market competition is also the enterprise competing for customers; the customer has become an enterprise’s important assets. The basic law of Market Economy is always market focus. When product and service can be met customer’s expectation and enterprise think of customer firstly, only in this way customer will buy your product and service. As the customers’demand more personalized, the furniture enterprise’s products and services also need to follow to make the appropriate adjustments and changes. After the stage of rapid development, high-end furniture market in the Shijiazhuang gradually entering a mature stage of development. This requires the high-end furniture production or business enterprises pay attention to customer value, to provide customers with having excellent customer value of the products and services, to keep the old customers and attract new customers. Therefore, this paper studies the high-end furniture market in Shijiazhuang customer value influence factors and mechanism to high-end furniture enterprises having a very profound theory value and practical significance.This study focuses on two aspects:Firstly, originating from the product factors explores the influence factors of customer value and analyzes how customers from the many products factors form of value judgments. Secondly, exploring how customer value influences consumer behavioral intention. The author constructs the concept model named "product-value-behavior" for this study, and puts forward some assumptions, and then through the empirical data to inspection.A questionnaire survey was carried on among the Shijiazhuang by simple random sampling. In this study,300questionnaires were distributed and277questionnaires were collected out of300.196valid samples were collected out of277with effective returns-ratio at70.8%. It reaches the requirements of the sample size. On the basis of the data collection, the author uses the statistical software to test the proposed model and related assumptions, gets research conclusion and suggests some advices for the high-end furniture production or business enterprises combining with the practice. Through processing and analyzing investigation data, and texting the hypothesis, the author gets the following main conclusion:(1) Intrinsic attribute and derivative attribute of the product attribute have a significant direct positive effect on the three dimensions of customer value (functional value, emotional value and social value). Extrinsic attribute have a significant positive effect on the emotional value and social value.(2) Customer value has a significant direct positive effect on the consumer behavioral intention. Different dimensions of the customer value have a different importance for consumer behavioral intention. Among them, the functional value has the more important for the consumer behavioral intention.(3) Generation can adjust the relations of the three dimensions of customer value (functional value, emotional value and social value) and the consumer behavioral intention.(4) Through the three dimensions of customer value, the four dimensions of product attribute respectively have an indirect effect on consumer behavioral intention.This research conclusion has a good answer on the two main questions raised by this article, provides the theoretical and practical basis for enterprise, especially the high-end furniture production or business enterprises, suggests some advices for management practice, improves the customer value theory and contributes to the rapid development of furniture industry in the Shijiazhuang. Meanwhile, because of the author’s ability and time are limited, coupled with the complexity of the issue of customer value, this study has some limitations, such as the small investigation range, single industry and so on. So the author suggests some advices for subsequent, hoping to improve the customer value of the explanatory power.