Research Of Consumer Subjective Product Knowledge’s Influence On Purchase Behavior Intention

In an increasingly competitive market, in order to open up a new marketing way, the market-oriented enterprises pay close attention to the consumer. They want to explore the personality characteristics of consumers’ impact on their purchase behavior intention. With the concept of consumer subjective product knowledge proposed, many scholars try to explore consumer subjective product knowledge’s impact on consumer behavior intention. The results show that the level of consumer subjective product knowledge will direct affect the strength of consumer purchase behavior intention, and at the same time, also indirect affect on consumer purchase behavior intention. Therefore, this paper constructs a "consumer subjective product knowledge--attitude--purchase behavior intention" conceptual model. This model uses subjective product knowledge as the independent variables, consumer attitude as the mediating variables, consumer purchase behavior intention as the dependent variables, hoping to explain the influence methods and influence degree that consumer subjective product knowledge have on the purchase behavior intention and which not only enriches the previous studies, but also provides a theoretical support for corporate marketing.This study takes the notebook computer industry as empirical research object, carried out reliability and validity testing in the pre-test questionnaire survey to form a formal questionnaire, and then obtained data by recycling the formal questionnaire, using SPSS17.0software for statistical analysis. The research result are as follows:consumer subjective product knowledge and consumer attitude both have an direct positive effect on purchase behavior intention; while consumer subjective product knowledge can also have an indirect effect on consumer purchase behavior intention through consumer attitude.